Beverage brands provide fertile training ground for creative project managers inside an ad agency. I had the opportunity to manage and bring to life almost every conceivable project imaginable: print, point-of-sale (coasters, static clings, tap handles, sell sheets, etc.), swag, packaging, radio, motion, and digital.

This radio concept was developed and tested with a set of focus groups comprising the target audience, Men 21–34. Many participants in the focus group recognized Adam’s voice and were incentivize to try Berghoff Beer. That said, the concept was killed for not being aspirational enough. Many focus group participants didn’t enjoy being reminded that they lead conventional and routine-driven lives. Go figure 🤔

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

You get out of bed the same side every day.
You brush your teeth the same number of times.
You drive to work the same way.
And you order the usual beer every time.
We call this living in a box.
A suffocating, routine-driven, help me I’m stuck in a rut, steel reinforced box.
Get out of your box.
Grab a Berghoff Beer.
Berghoff is not a macro-brew, micro-brew, or a beer of the month.
Berghoff is a great-tasting beer.
Berghoff has a full line of beers.
Whether it is Berghoff’s Bock, Genuine Dark Beer, or Berghoff’s Original Lager.
It’s always different.
Like your Uncle Phil, only in a good way.
Consider Berghoff the escalator that you will ride to the top of that steel-reinforced box and free yourself from the norm.
Not like your Uncle Norm.
Get out of your box.
Berghoff the taste of change.

Credits

• Client: Berghoff Beer
• Brand Manager: Dave Ferrino
• Agency: Spy Advertising
• Creative Director/Copywriter: Rick Conrad
• Project Manager: Steven Brooks
• Audio Engineer: David Lefell
• Recording Studio: Chicago Recording Company (CRC)
• Voice Talent: Adam West