Episode 8: The Fuller Brush Company

The Fuller Brush Company, one of America's oldest and most trusted brands, asks two Chicago agencies, The Monogram Group and Central Coast, to reboot their brand for the modern market. President/CEO David Sabin bought the company six months ago and wants to "restore the brand to its former glory and introduce it to a younger generation." He asks the agencies for a social digital media campaign that will target a younger audience while still maintaining their current customers.

The Monogram Group, under the direction of President Scott Markman, mull a variety of ideas including "Clean It Up" and "Keep it Fresh" before landing on "Live Fuller." When The Fuller Brush Company team comes in for a meeting, Partner/Director of Research Jackie Short tells Sabin about a focus group she conducted. However, Sabin insists on hearing about creative, and Markman reluctantly reveals the "Live Fuller" tagline, which Sabin loves. Later in the week, they pitch the campaign "#livefuller" along with an modern, tattooed version of the Fuller Brush Man named Fuller B. Rushman.

Central Coast also lands on the idea of "Live Fuller" based on a sketch Visualizer Jason Brooks created during their initial meeting with the client. When The Fuller Brush Company comes in for a mid-week check-in, Founder Chris Shaw hits a bump in the road when he tries to pitch his agency's abilities rather than showing an idea, but Central Coast recovers when Brooks shows Sabin some of his sketches. As a result, Shaw decides to move forward with an idea based on Brooks' sketches, and even asks Brooks, who normally freezes when speaking in public, to come to the pitch. They pitch their version of the "Live Fuller" campaign via a video based on Brooks' sketches.

Adam Kazmierski / Getty Images
Alen Popov / Getty Images
Andrew Penner / Getty Images
Brandon Laufenberg / Getty Images
Charles Briscoe-Knight / Getty Images
craftvision / Getty Images
CSA Images / Getty Images
Daly and Newton / Getty Images
Dave and Les Jacobs / Getty Images
Design Pics / LJM Photo / Getty Images
Digital Vision. / Getty Images
Dominick Reed / Getty Images
Fabrice LEROUGE / Getty Images
Fotosearch / Getty Images
John Dowland / Getty Images
Laara Cerman/Leigh Righton / Getty Images
Liza McCorkle / Getty Images
Mel Yates / Getty Images
Michael Schmeling / Getty Images
Monkey Business Images / Getty Images
Pamela Moore / Getty Images
Paolo Scarlata / Getty Images
SA Images / Getty Images
Sheer Photo, Inc / Getty Images
Steve Cole / Getty Images
Terry Vine / Getty Images
Thomas Barwick / Getty Images

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