Ad Week 2014 – Beer, Film & Design

We kicked off Ad Week 2014 the only way we knew how: with an AdLab all about marketing in the Buffalo beer scene. The event was held on Tuesday night in front of a full crowd at Buffalo Iron Works, where our rock star panel included Nathan Arnone from Southern Tier Brewing Company, Ethan Cox from Community Beer Works, Tom McManus from KegWorks, and our moderator, Matt Davison from WNY Craft Beer Magazine.

Attendees listened and learned as the big names in local brewing shared stories, thoughts and insights from each of their unique perspectives. The colorful conversation ranged from the panel’s favorite beer ads to each of their individual approaches to marketing their products.

Our biggest takeaways:
• In a crowded marketplace, smaller brands can set themselves apart with personality and character
• The most important part of marketing is to start by building a great product
• To really connect with your customers, you need to speak their language
• And of course, everything seems a lot easier when the product you’re selling is beer

For our next event, we hosted a screening of the film Sign Painters at the Screening Room in Amherst. The film celebrates the history of hand painted signs, dating back 150 years.

From Los Angeles, CA to Syracuse, NY to Austin, TX, the film showcased sign painters of all skill levels and ages. It was once a thriving industry, most businesses had hand painted signs on their buildings and windows. That is until vinyl signs showed up. The industry shifted to a quicker, cheaper option. Lost was the quality, lasting impact of a hand painted sign.

While they say it is tougher to make a living now as a sign painter, they aren’t giving up on this art. Their knowledge and skills are being passed to a younger generation, teaching them the fine points of painting a sign.

Ad Week 2014 went out with a bang on Thursday as we were fortunate enough to hear from Pentagram designer, Jesse Reed from the design firm’s Manhattan office. Held downtown at The 9th Ward, Jesse’s presentation was jam-packed with examples of his work, photos, advice and humor.

A native of Youngstown, Ohio, Jesse started designing as a teenager and later graduated from the University of Cincinnati’s School of Design, earning his Bachelor’s of Science in Design. He went on to work for MoMA as a junior designer and after placing first at an AIGA National Conference in 2011, he was hired as a designer by Michael Bierut, a partner a Pentagram.

With a long list of clients such as Bobby Flay, Saks Fifth Avenue, Penguin Press and the NYC Department of Transportation, Jesse’s work is seen every day by millions. Impressive, right?

Jesse concluded his presentation by sharing some simple yet important advice…
• Meet deadlines
• Be on-time
• Work with people you like
• Do things you may fail at
• Make everything up
• Be obsessed

Whether you’re a designer, writer or dog walker, do each of these and do them often.

Ad Week 2014 was a big success filled with insight, tips and a few cocktails. Big thanks to our panelists, moderator, hosts, guest speaker and attendees. You guys made each event a success and we appreciate the love.