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Lado Malazonia - Personal Brand Book

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Lado Malazonia
Lado Malazonia

With 2 Cannes Lions, more than 30 international festival awards and 7 years in advertising, this is my strategic vision & selected case-studies.

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Lado Malazonia My Own [ Personal] Brand Book
Personal [ Brand] Manifesto According to 10,000 hours rule, I should be pretty good at advertising by now. But after spending 6 exciting years thinking about brands and communication, what I learned is to challenge all rules. Except catch 22, probably. This is the book I would write if I were my own client, asking for a strategic platform. Which I did. So, this is an introduction. THE FUTURE AIN’T WHAT IT USED TO BE
Brief History [ of writing briefs ] Georgia A country of creative fighters. It showed me wars, and raised me as a strategist. Childhood I liked Legos, and then became fascinated by Google. At 10, I already knew what I loved most – searching. Studenthood Realized that people are historically proven to act in absurd fashion. Goodbye sociology, advertising sends best regards! Advertising Life I started off as a ‘digital copywriter’ - tasked with creating content for ‘the inter net’. Strategic Planner Sometime in 2012, I started writing cre ative briefs, and learned that it’s very im portant to be concise. Chief Strategist Led the planning department (which, for some periods of time may have meant just me, myself, and I) - inspired by agency’s mission “to put Georgia on the global map of creativity”.
Brand Personality Bohemian Stoicism vs Archetypes I like contradictions. I value absurd. And I don’t always define my own personality, but when I do, it’s an eclectic mix. I call it: • Feed your rebellious spirit • Have fun • Experiment • Just wander & just wonder • Find virtue & value in everything • Learn from failures • Always prioritize • Live simply I am an Explorer, looking to settle down. I am a Sage, who likes to be stupid. I am a Rebel, always playing by the rules.
I promise To always love advertising with my whole heart, while my mind gently works to make it better. To ask meaningful questions, and to cele� brate unexpected answers. & To KISS: keep it simple, stupid
Strategic Vision “All models are wrong, but some are useful.” For example, I always find Simon Sinek’s “golden circle” model to be very helpful. I also take inspiration from Tim Urban’s blog “Wait, but why?” where he always digs deep into the subject matter to find simple and weirdly satisfying clarity. Based on these two influences, I came up with my own ap� proach to creative strategy. Here is the mandatory Venn Diagram that best illustrates it. In short, I start from “Wait but why how what” to come up with - why not?! - a strategic idea that has legs, and guts. Wait but How what Why
Reasons To Believe Me Numbers don’t lie. They tell a story: 6 years in a leading agency 90 Brands 350 briefs 20 awards, including 2 Cannes Lions 1 jury experience 12 brand essence workshops held 42 = The answer to life, universe and everything
Inspiration Board Movies: Pulp Fiction / The Good, The Bad, and The Ugly / Mulholland Dr. TV Shows: The Leftovers / Black Mirror / Rick & Morty Literature: Hitchhikers Guide to the Galaxy / Catch 22 / Vonnegut / Hemingway / Salinger / Marquez Random Stuff: Football / Legos / easter eggs Ad campaigns: Snickers / Canal+ / Newcastle / Sorry I spent Ad Books: Disruption / Anatomy of a Humbug / Ogilvy on Advertising
Statement about Positioning I’m an advertising guy. I love some brands, and a little bit of philosophy. And I really like crafting brands’ philosophy. I am also a big fan of football, and how I see my role in the ad field, is of a playmak er - tasked with creating scoring opportuni ties. And as long as the task is connected to cre ative strategy, I don’t really care what posi tion my business card reads. Creative Briefs Copywriting Concept Development Consumer Research Digital Planning Comms Strategy Brand Guidelines Case Study building
Incorrect Usage Even though design runs in my blood, with my father and grandfather both being ac claimed designers in Georgia, I never found myself comfortable in that role. Similarly, please don’t count on me for: Sales Planning Media Planning Account Management Production Management Traffic Management S.E.O.
Georgian National Tourism Administration - 2017 Stunt / Promo Web-site Ch[i]efStrategistApplicationExample Summary: This is the story that united Georgians to test their hospitality skills, turned a lucky Dutch tourist into a local celebrity and Dancing with the Stars contestant, and got the stunt covered in more than 20 countries. The Task: Georgian National Tourism Administration wanted to use the milestone (record 6 million international visitors in 2016) as an opportuni ty to spread the word about country’s unique character to a wider audiences. My Role: Creative Briefing > Formulating main insight > concept development > pitching to client > campaign roll-out planning > Case-study building & naming Creative Strategy: Georgians often say that “a guest is a gift from God”. And besides this natural talent, every host also prides to have their own, unique hos pitality secrets for fascinating special visitors. I proposed to challenge Georgians to come up with an ultimate guide ( voting for top dishes, destinations, etc... that best represent Georgia) designed to give the best advice to any visitor. “The program” would then be presented to and tested on an unknowing 6 Millionth international tourist, a symbolic representation of all foreign guests. Cannes Lions - Silver & Bronze / Kiev Festival Grand Prix & 3x Gold / Golden Hammer - Silver
Walking Dead TV Series Promo / Fox - 2016 Live Advertising / PR / Social Media Strategy CreativeStrategistApplicationExample Summary: “A real zombie, who appears on 24th minute, in episode 1 of season 6 is coming to Tbilisi“ - this headline brought Walking Dead fans and media to the airport to witness the strange story of not very typical celebrity visit. The Task: To highlight the partnership of Caucasus Online, leading TV Network in Georgia, with international brand like Fox, presenting Walking Dead series. My Role: Creative Briefing > campaign idea > concept development > pitching to client > stunt planning > Case-study building Creative Strategy: “Let’s bring a star from the show” - was the first thought everyone had. But it was what everybody else was doing, and what would also require the budget we did not even have. So, it was the next thought that really stood out - “What if we bring a supporting actor, a minor character and give him the same pompous reception?” The proposed strategy was simple and easy to follow - celebrity sponsorship visit mock-up: with publicity events, celebratory dinners, fake press-releases and news coverage, but one real actor - always staying in character thanks to a dedicated make-up team following him everywhere. Cannes Lions Shortlist / ADC*E Silver / Golden Hammer - Gold
ApplicationExample Vismino Wines Launch - 2016 Branding / Web Film / Event CommsPlanner Summary: Unique experiment shows how an ordinary piano was transformed into "the labelmaker", connecting colors and music to launch a new bottled wine brand. The Task: Attract younger audiences with a launch of new mainstream brand of 14 wine varieties. My Role: Market research > brand platform > comms planning > pitching to client Creative Strategy: Wine culture is almost inseparable from country’s national identity. But when it comes to bottled wines, hmm, there is not much to show off. Most of the mainstream brands appeal to the tradition, but cannot compete with homemade and draft wines. So, we wanted to craft a modern urban legend for a new bottled wine brand. “Different wines have different character” - this notion led us to studying through studying scientific theories of Newton, Goethe, and Scriabin, finally to arrive to an imaginative creative expression. Ad Black Sea - Gold, Bronze / Golden Hammer - 2 Shortlists
East Point Shopping Mall - 2016 Integrated Campaign ApplicationExample Summary: “A real zombie, who appears on 24th minute, in episode 1 of season 6 is coming to Tbilisi“ - this headline brought Walking Dead fans and media to the airport to witness the strange story of not very typical celebrity visit. The Task: To highlight the partnership of Caucasus Online, leading TV Network in Georgia, with international brand like Fox, presenting Walking Dead series. My Role: Creative Briefing > campaign idea > concept development > pitching to client > stunt planning > Case-study building Creative Strategy: “Let’s bring a star from the show” - was the first thought everyone had. But it was what everybody else was doing, and what would also require the budget we did not even have. So, it was the next thought that really stood out - “What if we bring a supporting actor, a minor character and give him the same pompous reception?” The proposed strategy was simple and easy to follow - celebrity sponsorship visit mock-up: with publicity events, celebratory dinners, fake press-releases and news coverage, but one real actor - always staying in character thanks to a dedicated make-up team following him everywhere. PlatformBuilder Ad Black Sea - Shortlist
ApplicationExample Ad Black Sea International Advertising Festival - 2016 Festival Branding / Trophy Design FestivalsGeekFestivalsGeek Summary: The first award fully created from recycled plastic, washed out at the Black Sea coast meant 36kg-s of plastic leaving Georgia to take honorary place in winning agen cies from 6 different countries. The Task: An unique and creative visual style for Ad Black Sea advertising festival held in Batumi, Black Sea coast. My Role: Creative Brief > Strategy statement > case study building Creative Strategy: Advertising festivals celebrate excellence in creativity all over the world. They are also used to giving out big, shiny and prestigious awards. So when it came to branding Ad Black Sea International Advertising Festival, we wanted to use the trophy to send a meaningful message, raising awareness to the critical social issue of littering, while also pointing out that “not all advertising is trash!” Kiev Advertising Festival - Bronze
Lado Malazonia Creative Strategist ladomalazonia@gmail.com

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Lado Malazonia - Personal Brand Book

  • 1. Lado Malazonia My Own [ Personal] Brand Book
  • 2. Personal [ Brand] Manifesto According to 10,000 hours rule, I should be pretty good at advertising by now. But after spending 6 exciting years thinking about brands and communication, what I learned is to challenge all rules. Except catch 22, probably. This is the book I would write if I were my own client, asking for a strategic platform. Which I did. So, this is an introduction. THE FUTURE AIN’T WHAT IT USED TO BE
  • 3. Brief History [ of writing briefs ] Georgia A country of creative fighters. It showed me wars, and raised me as a strategist. Childhood I liked Legos, and then became fascinated by Google. At 10, I already knew what I loved most – searching. Studenthood Realized that people are historically proven to act in absurd fashion. Goodbye sociology, advertising sends best regards! Advertising Life I started off as a ‘digital copywriter’ - tasked with creating content for ‘the inter net’. Strategic Planner Sometime in 2012, I started writing cre ative briefs, and learned that it’s very im portant to be concise. Chief Strategist Led the planning department (which, for some periods of time may have meant just me, myself, and I) - inspired by agency’s mission “to put Georgia on the global map of creativity”.
  • 4. Brand Personality Bohemian Stoicism vs Archetypes I like contradictions. I value absurd. And I don’t always define my own personality, but when I do, it’s an eclectic mix. I call it: • Feed your rebellious spirit • Have fun • Experiment • Just wander & just wonder • Find virtue & value in everything • Learn from failures • Always prioritize • Live simply I am an Explorer, looking to settle down. I am a Sage, who likes to be stupid. I am a Rebel, always playing by the rules.
  • 5. I promise To always love advertising with my whole heart, while my mind gently works to make it better. To ask meaningful questions, and to cele� brate unexpected answers. & To KISS: keep it simple, stupid
  • 6. Strategic Vision “All models are wrong, but some are useful.” For example, I always find Simon Sinek’s “golden circle” model to be very helpful. I also take inspiration from Tim Urban’s blog “Wait, but why?” where he always digs deep into the subject matter to find simple and weirdly satisfying clarity. Based on these two influences, I came up with my own ap� proach to creative strategy. Here is the mandatory Venn Diagram that best illustrates it. In short, I start from “Wait but why how what” to come up with - why not?! - a strategic idea that has legs, and guts. Wait but How what Why
  • 7. Reasons To Believe Me Numbers don’t lie. They tell a story: 6 years in a leading agency 90 Brands 350 briefs 20 awards, including 2 Cannes Lions 1 jury experience 12 brand essence workshops held 42 = The answer to life, universe and everything
  • 8. Inspiration Board Movies: Pulp Fiction / The Good, The Bad, and The Ugly / Mulholland Dr. TV Shows: The Leftovers / Black Mirror / Rick & Morty Literature: Hitchhikers Guide to the Galaxy / Catch 22 / Vonnegut / Hemingway / Salinger / Marquez Random Stuff: Football / Legos / easter eggs Ad campaigns: Snickers / Canal+ / Newcastle / Sorry I spent Ad Books: Disruption / Anatomy of a Humbug / Ogilvy on Advertising
  • 9. Statement about Positioning I’m an advertising guy. I love some brands, and a little bit of philosophy. And I really like crafting brands’ philosophy. I am also a big fan of football, and how I see my role in the ad field, is of a playmak er - tasked with creating scoring opportuni ties. And as long as the task is connected to cre ative strategy, I don’t really care what posi tion my business card reads. Creative Briefs Copywriting Concept Development Consumer Research Digital Planning Comms Strategy Brand Guidelines Case Study building
  • 10. Incorrect Usage Even though design runs in my blood, with my father and grandfather both being ac claimed designers in Georgia, I never found myself comfortable in that role. Similarly, please don’t count on me for: Sales Planning Media Planning Account Management Production Management Traffic Management S.E.O.
  • 11. Georgian National Tourism Administration - 2017 Stunt / Promo Web-site Ch[i]efStrategistApplicationExample Summary: This is the story that united Georgians to test their hospitality skills, turned a lucky Dutch tourist into a local celebrity and Dancing with the Stars contestant, and got the stunt covered in more than 20 countries. The Task: Georgian National Tourism Administration wanted to use the milestone (record 6 million international visitors in 2016) as an opportuni ty to spread the word about country’s unique character to a wider audiences. My Role: Creative Briefing > Formulating main insight > concept development > pitching to client > campaign roll-out planning > Case-study building & naming Creative Strategy: Georgians often say that “a guest is a gift from God”. And besides this natural talent, every host also prides to have their own, unique hos pitality secrets for fascinating special visitors. I proposed to challenge Georgians to come up with an ultimate guide ( voting for top dishes, destinations, etc... that best represent Georgia) designed to give the best advice to any visitor. “The program” would then be presented to and tested on an unknowing 6 Millionth international tourist, a symbolic representation of all foreign guests. Cannes Lions - Silver & Bronze / Kiev Festival Grand Prix & 3x Gold / Golden Hammer - Silver
  • 12. Walking Dead TV Series Promo / Fox - 2016 Live Advertising / PR / Social Media Strategy CreativeStrategistApplicationExample Summary: “A real zombie, who appears on 24th minute, in episode 1 of season 6 is coming to Tbilisi“ - this headline brought Walking Dead fans and media to the airport to witness the strange story of not very typical celebrity visit. The Task: To highlight the partnership of Caucasus Online, leading TV Network in Georgia, with international brand like Fox, presenting Walking Dead series. My Role: Creative Briefing > campaign idea > concept development > pitching to client > stunt planning > Case-study building Creative Strategy: “Let’s bring a star from the show” - was the first thought everyone had. But it was what everybody else was doing, and what would also require the budget we did not even have. So, it was the next thought that really stood out - “What if we bring a supporting actor, a minor character and give him the same pompous reception?” The proposed strategy was simple and easy to follow - celebrity sponsorship visit mock-up: with publicity events, celebratory dinners, fake press-releases and news coverage, but one real actor - always staying in character thanks to a dedicated make-up team following him everywhere. Cannes Lions Shortlist / ADC*E Silver / Golden Hammer - Gold
  • 13. ApplicationExample Vismino Wines Launch - 2016 Branding / Web Film / Event CommsPlanner Summary: Unique experiment shows how an ordinary piano was transformed into "the labelmaker", connecting colors and music to launch a new bottled wine brand. The Task: Attract younger audiences with a launch of new mainstream brand of 14 wine varieties. My Role: Market research > brand platform > comms planning > pitching to client Creative Strategy: Wine culture is almost inseparable from country’s national identity. But when it comes to bottled wines, hmm, there is not much to show off. Most of the mainstream brands appeal to the tradition, but cannot compete with homemade and draft wines. So, we wanted to craft a modern urban legend for a new bottled wine brand. “Different wines have different character” - this notion led us to studying through studying scientific theories of Newton, Goethe, and Scriabin, finally to arrive to an imaginative creative expression. Ad Black Sea - Gold, Bronze / Golden Hammer - 2 Shortlists
  • 14. East Point Shopping Mall - 2016 Integrated Campaign ApplicationExample Summary: “A real zombie, who appears on 24th minute, in episode 1 of season 6 is coming to Tbilisi“ - this headline brought Walking Dead fans and media to the airport to witness the strange story of not very typical celebrity visit. The Task: To highlight the partnership of Caucasus Online, leading TV Network in Georgia, with international brand like Fox, presenting Walking Dead series. My Role: Creative Briefing > campaign idea > concept development > pitching to client > stunt planning > Case-study building Creative Strategy: “Let’s bring a star from the show” - was the first thought everyone had. But it was what everybody else was doing, and what would also require the budget we did not even have. So, it was the next thought that really stood out - “What if we bring a supporting actor, a minor character and give him the same pompous reception?” The proposed strategy was simple and easy to follow - celebrity sponsorship visit mock-up: with publicity events, celebratory dinners, fake press-releases and news coverage, but one real actor - always staying in character thanks to a dedicated make-up team following him everywhere. PlatformBuilder Ad Black Sea - Shortlist
  • 15. ApplicationExample Ad Black Sea International Advertising Festival - 2016 Festival Branding / Trophy Design FestivalsGeekFestivalsGeek Summary: The first award fully created from recycled plastic, washed out at the Black Sea coast meant 36kg-s of plastic leaving Georgia to take honorary place in winning agen cies from 6 different countries. The Task: An unique and creative visual style for Ad Black Sea advertising festival held in Batumi, Black Sea coast. My Role: Creative Brief > Strategy statement > case study building Creative Strategy: Advertising festivals celebrate excellence in creativity all over the world. They are also used to giving out big, shiny and prestigious awards. So when it came to branding Ad Black Sea International Advertising Festival, we wanted to use the trophy to send a meaningful message, raising awareness to the critical social issue of littering, while also pointing out that “not all advertising is trash!” Kiev Advertising Festival - Bronze