Author: Lindsey Smith
Lindsey SmithPartner and Co-Creative Director
Lindsey is an award-winning creative director and copywriter with a particular passion for consumer packaged goods marketing.
Lindsey took a circuitous route to the creative department, starting his career as an assistant media planner, then account executive, working on several P&G CPG accounts, including Folgers, Duncan Hines and Hires Root Beer. While he learned valuable lessons about strategy, writing the perfect brief and speaking the client’s language, business suits didn't suit him very well. His heart was in the creative department and his feet were out the door- taking his first copywriting job (and a 50% pay cut) at Campbell, Mithun, Esty working on Froz-Fruit Bars, The United Way and The Travelers Insurance.
Yearning for more opportunity to work on consumer brands and, honestly, for a little more change in his pocket, Lindsey took his next job at Avrett Free & Ginsberg. In his ten years there, he honed his craft, working for dozens of clients and taking the creative lead on over 100 pitches. Not only were his campaigns bold and spot on strategically, they garnered outstanding results for clients as diverse as Meow Mix Cat Food, Johnnie Walker Black Label, Crayola, Bacardi Rum, Outward Bound, Dewar's Scotch and the Financial Times of London.
Lindsey founded Smith Brothers Agency with (surprise!) his brothers, Miles and Bronson, in April of 2002. His mission? Do great work and have a great time doing it.
Lindsey holds a B.A. in English and French Literature from Georgetown University.
At Smith Brothers, our mission is to “Create inspiring ideas for courageous clients.” As students of the advertising business, and marketing in the CPG space in particular, we’re constantly on the lookout for work that not only impresses strategically and shines in execution, but that demonstrates some serious chutzpah on the part of the client who embraced it. We all know that too many clients err on the side of safe, hunkering down in the foxhole, afraid to lift their heads above the horizon line lest they have them blown off by senior management. Courage these days doesn’t come easy.
In this blog series, we will hold up those recent CPG marketers who should be recognized not only for their smarts, but for their bravery. Whether it’s eschewing the norms of a category, diving into uncharted waters in the digital space, committing big budgets to brand new platforms or just doing jaw-dropping creative, we will identify those brands that we think took a little more risk and stood a little taller than the field – those we think deserve a salute. Continue reading “It’s Smart As Hell, But Is It Truly Courageous?”
Hard to believe, but this year marks my 25th year in the advertising business.
Along the way I’ve made more mistakes than I care to acknowledge. But have also managed to do a lot of things right. After thousands of meetings, hundreds of campaigns and more than a quarter century of trying to do the best creative I could for my clients, I’ve come to believe in certain things. I’ve come to hold onto certain truths that I believe are critical to being successful in this crazy, ever-evolving business.
The list below is admittedly simplistic. And many of these thoughts were collected from early in my career. But I think they still hold true and hope you might find a thought of two that might be helpful to you in your pursuit of great work.
Believe it or not, there was a time in our industry when copywriters ruled. Tasked with leading the creative process, they would craft headlines based on brilliant strategies and slip them under the office doors of their art director cohorts. Only then would their second class colleagues embark on the relatively easy task of “coming up with a visual.”
My, how times have changed. Today the tables have not only turned–they’ve been upended –as our industry seems to now be ruled more and more by The Visual. Nowhere is this more evident than in today’s digital marketing mix.
Continue reading “A Word Is Worth A Thousand Pictures.”