In 2005, Bain & Company published an article titled Closing the Delivery Gap. The article brief describes the author’s findings this way:

Most companies assume they’re consistently giving customers what they want. Usually, they’re kidding themselves. When we recently surveyed 362 firms, we found that 80% believed they delivered a “superior experience” to their customers. But when we then asked customers about their own perceptions, we heard a very different story.

If you’ve worked inside an ad agency on several brands, these findings validate what you implicitly understand about your client’s marketing claims—they are mostly untrue. Corporate leaders also believe their products to be different (i.e., better) than their competition. Nothing boosts agency morale more than landing a client with a differentiated product or service that end users agree is distinctive in the marketplace 🔥.

After winning the Beggars Pizza account, the agency team spent an afternoon sampling the product (many carbs were consumed 🍕). The pizza had big toppings, big cheese, and big taste (go big, baby). And the red sauce had a hint of sweetness. I’m pretty sure we wrote the tagline at this meeting—Beggars Pizza, We Lay It On Thick. Several years later—I’m happy to report the tagline is still being used.

The Role

As Creative Project Manager I was responsible for planning, executing, and evaluating the project while driving it through the entire lifecycle. This was a client and agency facing position with a high level of responsibility.

Key Responsibilities

• Write statement of work.
• Serve as the primary point-of-contact for project stakeholders.
• Clearly communicate project timelines, including milestones, deadlines, and deliverables to both internal teams and the client.
• Facilitate talent casting & fee negotiations.
• Responsible for managing, controlling, and reporting on the budgetary status of project.
• Final accounting wrap and invoicing.

My goal for every project I manage—deliver creative excellence.

Script

SFX: Door closing
Lou: Honey I’m home, happy anniversary.
Helen: Ohh 25 years—can you believe it Lou?
Lou: 25 great years Helen.
Helen: Your gift is right in the living room.
Lou: WOW. A big screen TV. Neato. Thanks!
Helen: You’re welcome dear.
Lou: And behind my back we have—here you go.
Helen: It’s pizza?
Lou: No Helen, Beggars Pizza. Go ahead and open it.
Helen: You know I love Beggars Pizza Lou but it’s our 25th wedding anniversary
Lou: I know. That’s why I picked it up instead of having it delivered.
Helen: Sigh.
Lou: Look at the fresh dough, all those toppings, that beautiful mountain of cheese, man they really lay it on.
Helen: Yes, I know Lou. Beggars is great pizza, but it’s our anniversary.
Lou: I know, isn’t it great.
Helen: It’s our anniversary Lou!
Lou: Maybe I should have gotten the thin crust, sausage, and pineapple?
Helen: LOU!!!
Lou: Yes, Helen.
Helen: Lou, you know I love Beggars Pizza but you got me the same things last year.
Lou: No Helen, last year was deep dish, pepperoni, and mushrooms. This year, stuffed with the works.
Helen: You’re such a romantic Lou.
Lou: I love you Helen.

Credits

• Client: Beggars Pizza
• Brand Manager: Larry Garetto
• Agency: Spy Advertising
• Creative Director/Copywriter: Rick Conrad
• Project Manager: Steven Brooks
• Audio Engineer: David Lefell
• Recording Studio: Chicago Recording Company (CRC)