Duke Greenhill's guest appearances

Duke Greenhill

Water In Real Life

Creative Smoothie

Pete Buttigieg

Jon Acuff

Tom Kunetz

Mike McGill

John Gonzalez

Seth Siegel

Tom Ferguson

Chris Long

Mina Guli

Manny Teodoro

Megan Glover

George Hawkins

Alan Heymann

Cathy Bailey

Jorge Rodriguez

OwlTail

Duke Greenhill is an award-winning storyteller, writer, marketer, filmmaker, professor, creator, and producer of integrated omnichannel stories for multinational and high-end brands. He has nearly two decades of professional experience, 13 of which were spent in senior leadership positions at agencies and channels like R/GA, CBS News, SRCP. He’s touched and overhauled entire brands, like MasterCard, Tiffany &amp; Co., L’Oréal, Ritz-Carlton, the Government of Monaco. He has also worked on two U.S. presidential campaigns, tapping into conscience and emotion across media channels and generations.Since 2019, he holds the Chair Of Advertising and Graphic Design position at the Savannah College of Art and design.He possesses a very unique integrative background including marketing and advertising, Hollywood films, entrepreneurship, screenwriting, and broadcast news. In this episode of Creative Smoothie, Duke Greenhill walks us through how he convinced huge luxury brands to make the digital shift as well as the necessary tools he believes every creative person needs in order to succeed. Tune in and find out exactly how high-performance creatives like Duke keep themselves inspired and prevent burnout. Support the show (https://paypal.me/vladherescu?locale.x=en_US)

Duke Greenhill is an award-winning storyteller, writer, marketer, filmmaker, professor, creator, and producer of integrated omnichannel stories for multinational and high-end brands. He has nearly two decades of professional experience, 13 of which were spent in senior leadership positions at agencies and channels like R/GA, CBS News, SRCP. He’s touched and overhauled entire brands, like MasterCard, Tiffany &amp; Co., L’Oréal, Ritz-Carlton, the Government of Monaco. He has also worked on two U.S. presidential campaigns, tapping into conscience and emotion across media channels and generations.Since 2019, he holds the Chair Of Advertising and Graphic Design position at the Savannah College of Art and design.He possesses a very unique integrative background including marketing and advertising, Hollywood films, entrepreneurship, screenwriting, and broadcast news. In this episode of Creative Smoothie, Duke Greenhill walks us through how he convinced huge luxury brands to make the digital shift as well as the necessary tools he believes every creative person needs in order to succeed. Tune in and find out exactly how high-performance creatives like Duke keep themselves inspired and prevent burnout. <a href="https://paypal.me/vladherescu?locale.x=en_US" rel="payment nofollow" target="_blank">Support the show</a> (<a href="https://paypal.me/vladherescu?locale.x=en_US" rel="nofollow" target="_blank">https://paypal.me/vladherescu?locale.x=en_US</a>)

Duke Greenhill is a leading advertising creative and strategist, writer, filmmaker, and omnichannel marketer. He’s known for being among the first to employ augmented reality gaming (ARG) and episodic transmedia marketing in the United States, and for being a thought leader in the luxury branding and advertising space. Duke has published articles on luxury brand strategy and storytelling in top-tier industry press including Fast Company, The Harvard Business Review, The Telegraph, HubSpot and others. His projects have won many industry awards, including Effies, One Shows, Ogilvy Awards, ADDYs, and others. According to Academia.edu, an organization that monitors the impact of published thought leaders, Greenhill is cited in nearly half a million journals and academic papers. He’s currently the chair of advertising and the chair of graphic design at the Savannah College of Arts &amp; Design (SCAD)–the university for creative careers. Top Takeaways  Keep our message simple. Remember that our social currency is defined by the quality of our engagement and not necessarily the quantity of followers. At the end of the day, human beings make decisions emotionally. We use reason to rationalize a decision we’ve already made. If you can conjure up emotion in a target audience and that emotion is what drives them to take action, you’ve won.  Shownotes: [05:15]At the end of the day, I think water is sexy. [5:53] I don’t see why there needs to be a distance between the way we market a Tiffany ring and the way we communicate about water. [6:13] Stop thinking about water as a utility, as something people don’t want to hear about, as some second-rate product or service and start treating it with the respect it deserves. [7:05] The book–Contagious: Why Things Catch On–breaks down certain components that make communications viral, shareable, sticky. [7:23] The class–Creating Contagion: From Experience to Entertainment–discusses ways to be at the forefront of communications by focusing first on the entertainment value of the communication and the utility of it–what it provides the end-user, rather than the message and how to sell it. [8:54] Five elements of story: Character, Plot, Setting, Tension/Conflict, and Resolution. Story is the fundamental thing that makes any kind of communication worth communicating. [9:30] Story–it’s a drug, leverage the addiction. [10:40] Communication is easy? HA! (Rabbit hole!) [12:16] 360-degrees of sticky: a class project involving students to create an omnichannel campaign (which refers to using multiple channels – surround sound) [14:38] Triggers–anything you can attach a “call to action” to–attaching the purchase or use of the product to smells, taste, shape, color to conjure top of mind thinking. When it’s top of mind they take action. [18:22 ] Remarkability-anything worth remarking about, repeating, sharing. [18:43] People are impressed with innovation–it’s a currency all on its own. [18:56] An example of remarkable innovation–predictive audio [22:42] Water nerds: we have to tell the story of our passion! [23:05] Water should be a luxury brand. [23:36] Currency of Clout: (social currency) the value that your followers place on whatever information it is you want to share with them–that beats the number of followers you have. Quality over quantity. [24:40] Positive Influence: Fyre Festival [27:49] Negative Influence: Snooki [29:19] Gamification–application of gaming principles, competition, to a commercial communication. Think fit tech. [30:20] How Dr. Dre and Beats by Dre teaches us about data and measurement. [34:39] Keeping our messages simple. [37:30] Campaigns vs. platforms. [38:33] Platform vs your brand. The brand is the foundation of everything. If you don’t have that together and if you’re not consistent with it, platforms and campaigns are a moot point. [39:50] Scaling the viral mountains. [43:10] Managing the emotion in human decision-making. Resources: Contagious: Why Things Catch On by Jonah Berger Tipping Point by Malcom Gladwell Range: Why Generalists Triumph in a Specialized World by David Epstein To Kill a Mockingbird by Harper Lee (Duke’s all-time favorite) Sponsor: This episode is powered by Moonshot Missions, the non-profit organization seeking to disrupt the current approach to delivering improvement to water systems. Led by seasoned and skilled experts, Moonshot Missions designs replicable models that help utilities overcome the challenges they face in order to move forward. Moonshot can help you assess your system, select solutions from a pre-vetted menu of projects, plus develop innovative financing approaches. Collaborate with other leaders to work together, develop tailored mission plans and share lessons learned. Together you can build water systems that work more efficiently and effectively to protect and provide for the residents you serve, while also saving your customers money. If you’d like to learn more or even share your own experience that might be helpful for a struggling utility to adopt and start on a positive path, visit moonshotmissions.org or email george@moonshotmissions.org.”  Please consider rating the podcast with 5 stars and leaving a one- or two-sentence review in iTunes or on Stitcher.  This helps tremendously in bringing the podcast to the attention of others. We give a shoutout to everyone who rates the podcast with 5 stars in future episodes. Give us some love on Twitter by tagging us @THE_H2duO or by using the #WaterInRealLifePodcast If you know someone you think would benefit, please spread the word by using the share buttons on this page. Thank you for sharing some of your time with us. We know how precious those minutes are. Share your story, you never know who needs to hear it and remember, “Those who tell the stories, rule the world.”

Duke Greenhill is a leading advertising creative and strategist, writer, filmmaker, and omnichannel marketer. He’s known for being among the first to employ augmented reality gaming (ARG) and episodic transmedia marketing in the United States, and for being a thought leader in the luxury branding and advertising space. Duke has published articles on luxury brand strategy and storytelling in top-tier industry press including Fast Company, The Harvard Business Review, The Telegraph, HubSpot and others. His projects have won many industry awards, including Effies, One Shows, Ogilvy Awards, ADDYs, and others. According to <a href="http://Academia.edu" rel="nofollow" target="_blank">Academia.edu</a>, an organization that monitors the impact of published thought leaders, Greenhill is cited in nearly half a million journals and academic papers. He’s currently the chair of advertising and the chair of graphic design at the Savannah College of Arts &amp; Design (SCAD)–the university for creative careers. Top Takeaways <ol> <li>Keep our message simple.</li> <li>Remember that our social currency is defined by the quality of our engagement and not necessarily the quantity of followers.</li> <li>At the end of the day, human beings make decisions emotionally. We use reason to rationalize a decision we’ve already made. If you can conjure up emotion in a target audience and that emotion is what drives them to take action, you’ve won.</li> </ol> Shownotes: [05:15]At the end of the day, I think water is sexy. [5:53] I don’t see why there needs to be a distance between the way we market a Tiffany ring and the way we communicate about water. [6:13] Stop thinking about water as a utility, as something people don’t want to hear about, as some second-rate product or service and start treating it with the respect it deserves. [7:05] The book–Contagious: Why Things Catch On–breaks down certain components that make communications viral, shareable, sticky. [7:23] The class–Creating Contagion: From Experience to Entertainment–discusses ways to be at the forefront of communications by focusing first on the entertainment value of the communication and the utility of it–what it provides the end-user, rather than the message and how to sell it. [8:54] Five elements of story: Character, Plot, Setting, Tension/Conflict, and Resolution. Story is the fundamental thing that makes any kind of communication worth communicating. [9:30] Story–it’s a drug, leverage the addiction. [10:40] Communication is easy? HA! (Rabbit hole!) [12:16] 360-degrees of sticky: a class project involving students to create an omnichannel campaign (which refers to using multiple channels – surround sound) [14:38] Triggers–anything you can attach a “call to action” to–attaching the purchase or use of the product to smells, taste, shape, color to conjure top of mind thinking. When it’s top of mind they take action. [18:22 ] Remarkability-anything worth remarking about, repeating, sharing. [18:43] People are impressed with innovation–it’s a currency all on its own. [18:56] An example of remarkable innovation–predictive audio [22:42] Water nerds: we have to tell the story of our passion! [23:05] Water should be a luxury brand. [23:36] Currency of Clout: (social currency) the value that your followers place on whatever information it is you want to share with them–that beats the number of followers you have. Quality over quantity. [24:40] Positive Influence: Fyre Festival [27:49] Negative Influence: Snooki [29:19] Gamification–application of gaming principles, competition, to a commercial communication. Think fit tech. [30:20] How Dr. Dre and Beats by Dre teaches us about data and measurement. [34:39] Keeping our messages simple. [37:30] Campaigns vs. platforms. [38:33] Platform vs your brand. <blockquote>The brand is the foundation of everything. If you don’t have that together and if you’re not consistent with it, platforms and campaigns are a moot point.</blockquote> [39:50] Scaling the viral mountains. [43:10] Managing the emotion in human decision-making. Resources: Contagious: Why Things Catch On by Jonah Berger Tipping Point by Malcom Gladwell Range: Why Generalists Triumph in a Specialized World by David Epstein To Kill a Mockingbird by Harper Lee (Duke’s all-time favorite) Sponsor: This episode is powered by <a href="http://moonshotmissions.org" rel="nofollow" target="_blank">Moonshot Missions</a>, the non-profit organization seeking to disrupt the current approach to delivering improvement to water systems. Led by seasoned and skilled experts, <a href="http://moonshotmissions.org" rel="nofollow" target="_blank">Moonshot Missions</a> designs replicable models that help utilities overcome the challenges they face in order to move forward. Moonshot can help you assess your system, select solutions from a pre-vetted menu of projects, plus develop innovative financing approaches. Collaborate with other leaders to work together, develop tailored mission plans and share lessons learned. Together you can build water systems that work more efficiently and effectively to protect and provide for the residents you serve, while also saving your customers money. If you’d like to learn more or even share your own experience that might be helpful for a struggling utility to adopt and start on a positive path, visit <a href="http://moonshotmissions.org/" rel="nofollow" target="_blank">moonshotmissions.org</a> or email george@moonshotmissions.org.” Please consider rating the podcast with 5 stars and leaving a one- or two-sentence review in iTunes or on Stitcher.  This helps tremendously in bringing the podcast to the attention of others. We give a shoutout to everyone who rates the podcast with 5 stars in future episodes. Give us some love on Twitter by tagging us<a href="https://twitter.com/the_h2duo" rel="nofollow" target="_blank"> @THE_H2duO</a> or by using the #WaterInRealLifePodcast If you know someone you think would benefit, please spread the word by using the share buttons on this page. Thank you for sharing some of your time with us. We know how precious those minutes are. Share your story, you never know who needs to hear it and remember, “Those who tell the stories, rule the world.”

65: Creating Contagion in Your Communications with Duke Greenhill

Duke Greenhill has nearly 20 years of success as a global marketer, a widely published thought leader, and an award-winning filmmaker and screenwriter. He has held senior positions at some of the world’s most respected agencies in Manhattan and Washington, DC, and he founded Greenhill+Partners, a Manhattan-based boutique consultancy specializing in brand storytelling and luxury brands. He has worked with some of the world’s most respected organizations, too, including Levi Strauss &amp; Co. (Dockers), Chanel, Adidas, MasterCard, Red Bull, Tiffany &amp; Co., Ritz-Carlton, Ameriprise Financial, L’Oreal, the Government of Monaco and more.  As a widely published thought leader, Duke has written numerous articles on business and marketing for The New York Times, The Telegraph (U.K.), Fast Company, Inc., Entrepreneur, the Harvard Review and others. Duke has been honored to receive numerous industry accolades and ranks his graduate Academy Award nomination chief among them. He has a BA from the University of Texas at Austin and an MFA with honors from Columbia University. But, whether Duke’s working on digital media or traditional, moving images or still, strategy or creative, he brings a priceless skill set to the table: that of a steadfast storyteller. Three Key Points:  “The human brain is hard-wired to react to certain structures that we call storytelling, beginning, middle, end.” “If a conveyance of information, and we can call that story, is authentic to the world in which the story is taking place and the person who’s telling it, then it’s compelling.”  “In the context of a brand, the idea is connection. You don’t just want a customer or a supporter, you want a zealot. And that’s where you find them, when you’ve connected. Not just convinced, but connected.”  Resources Mentioned: Pukka’s Promise by Ted Kerasote Meditation by Osho Daring Greatly by Brene Brown Laudato Si by Holy Father Francis Please consider rating the podcast with 5 stars and leaving a one- or two-sentence review in iTunes or on Stitcher.  This helps tremendously in bringing the podcast to the attention of others. We give a shoutout to everyone who rates the podcast with 5 stars in future episodes. Give us some love on Twitter by tagging us @THE_H2duO or by using the #WaterInRealLifePodcast  If you know someone you think would benefit, please spread the word by using the share buttons on this page. Thank you for sharing some of your time with us. We know how precious those minutes are. Share your story, you never know who needs to hear it and remember, “Those who tell the stories, rule the world.” Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

Duke Greenhill has nearly 20 years of success as a global marketer, a widely published thought leader, and an award-winning filmmaker and screenwriter. He has held senior positions at some of the world’s most respected agencies in Manhattan and Washington, DC, and he founded Greenhill+Partners, a Manhattan-based boutique consultancy specializing in brand storytelling and luxury brands. He has worked with some of the world’s most respected organizations, too, including Levi Strauss &amp; Co. (Dockers), Chanel, Adidas, MasterCard, Red Bull, Tiffany &amp; Co., Ritz-Carlton, Ameriprise Financial, L’Oreal, the Government of Monaco and more. As a widely published thought leader, Duke has written numerous articles on business and marketing for The New York Times, The Telegraph (U.K.), Fast Company, Inc., Entrepreneur, the Harvard Review and others. Duke has been honored to receive numerous industry accolades and ranks his graduate Academy Award nomination chief among them. He has a BA from the University of Texas at Austin and an MFA with honors from Columbia University. But, whether Duke’s working on digital media or traditional, moving images or still, strategy or creative, he brings a priceless skill set to the table: that of a steadfast storyteller. Three Key Points: <ol> <li>“The human brain is hard-wired to react to certain structures that we call storytelling, beginning, middle, end.”</li> <li>“If a conveyance of information, and we can call that story, is authentic to the world in which the story is taking place and the person who’s telling it, then it’s compelling.” </li> <li>“In the context of a brand, the idea is connection. You don’t just want a customer or a supporter, you want a zealot. And that’s where you find them, when you’ve connected. Not just convinced, but connected.”</li> </ol> Resources Mentioned: <a href="https://www.amazon.com/gp/product/B006R8PFVS/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=B006R8PFVS&amp;linkCode=as2&amp;tag=theh2duo-20&amp;linkId=6716e676dd95e9ad1b05ee2c96b1302d" rel="nofollow" target="_blank">Pukka’s Promise</a> by Ted Kerasote <a href="https://www.amazon.com/gp/product/0312336632/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=0312336632&amp;linkCode=as2&amp;tag=theh2duo-20&amp;linkId=40b6f07f3334202343ab76a12f3723ab" rel="nofollow" target="_blank">Meditation</a> by Osho <a href="https://www.amazon.com/gp/product/1592408419/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1592408419&amp;linkCode=as2&amp;tag=theh2duo-20&amp;linkId=3ac5c7819c67a323e8664ba712e24ae1" rel="nofollow" target="_blank">Daring Greatly</a> by Brene Brown <a href="https://www.amazon.com/gp/product/B015NQ3ED0/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=B015NQ3ED0&amp;linkCode=as2&amp;tag=theh2duo-20&amp;linkId=a04c4412ba0d8aa415420d46f587d238" rel="nofollow" target="_blank">Laudato Si</a> by Holy Father Francis Please consider rating the podcast with 5 stars and leaving a one- or two-sentence review in iTunes or on Stitcher.  This helps tremendously in bringing the podcast to the attention of others. We give a shoutout to everyone who rates the podcast with 5 stars in future episodes. Give us some love on Twitter by tagging us <a href="https://twitter.com/the_h2duo" rel="nofollow" target="_blank">@THE_H2duO</a> or by using the #WaterInRealLifePodcast If you know someone you think would benefit, please spread the word by using the share buttons on this page. Thank you for sharing some of your time with us. We know how precious those minutes are. Share your story, you never know who needs to hear it and remember, “Those who tell the stories, rule the world.” <h6>Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s <a href="http://www.access.gpo.gov/nara/cfr/waisidx_03/16cfr255_03.html" rel="nofollow" target="_blank">16 CFR, Part 255</a>: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”</h6>