BillyDerham.com
My Day Job - Brand Marketing Expertise
My 18+ years of marketing and advertising experience have given me the opportunity to use both my left and right brain. Photography for me is just another outlet to flex my creative muscles and do something I love. Having worked with many brands including Amazon, Lego, Taco Bell, Burger King, LA Clippers, and the Tennessee Titans, I am blessed to have a career in a field I love. I specialize in brand and marketing strategies, marketing research, media strategy, creative development, production, and analysis.
Just a bit of my work can be found on this site. Please connect with me on LinkedIn regarding my marketing career.
YOGURTLAND Brand Articulation
Dependent upon third-party promotions (e.g. movies) for most of its brand life, Yogurtland was in need of articulating its brand story. First, we defined "why" the brand existed, which was to share Love, Joy and Hope. These three powerful words, along with a foundation of smart consumer insights, inspired a story arc powered by integrated campaigns throughout 2017. The work literally changed the conversation from "what is your next movie promotion?" to "what is your next flavor?"
TrueCar - Light. Emotion. Data. Experiential Activation
TrueCar was the presenting sponsor of the popular Santa Monica Pier Concert Series, with up to 40,000 attendees gathering each Thursday throughout the summer. A sophisticated experiential effort was executed to aggregate the concert-goers' collective emotion via an app (with face-based emotion recognition technology), as well as other inputs dispersed around the crowed, which was then projected back throughout the venue. It drew a parallel to TrueCar's ability to aggregate, analyze and display data to car shoppers. It served to drive massive PR buzz, increased brand awareness and comprehension, while delivering a data-powered experience never before attempted.
Taco Bell TV - Grilled Stuft Nacho
Early in the life of the Live Mas platform, Taco Bell launched a triangle-shaped product with a focus on portability. I was the lead account manager on this project, filming deep into the night on a set at Universal Studios.
YOGURTLAND International Frozen Yogurt Day
With other frozen yogurt brands participating in National Frozen Yogurt Day, it was imperative for Yogurtland to differentiate itself from the group by launching the first ever, INTERNATIONAL Frozen Yogurt Day. A New Year's Eve-like cascade of content shared around the world starting in Australia built anticipation and excitement, which led to an increase in social engagement by more than 2,100%, and for the first time ever, Yogurtland trending on Facebook.
Burger King TV - NCAA March Madness featuring Chris Webber
As a first year sponsor of the NCAA March Madness, we tested several spots via animatic testing, with this spot performing best. We teamed up with Chris Webber for this disruptive spot focusing on the 2 for $5 sandwiches.
Los Angeles Clippers - REPRESENT Campaign
The acquisition of Chris Paul and the ascension of Blake Griffin ushered in a new era of Clippers basketball. No longer were the Clippers a joke. It required a repositioning of the brand, which I wrote the brief, inspiring the Represent Campaign.
Taco Bell TV - World Series
Burger King TV - Spicy Chicken Sandwich Launch
Taco Bell TV - Cantina Bell Menu
CustomInk "For All Of Life's Events" Integrated Campaign
LEGOLAND California TV - Land of Adventure
Experiential Installation At Final Four
10,000 Crown Headbands Distributed At The Final Four
CPK OOH
And in my free time, I love photography. Please view my photography site by tapping on the icon below.
"If you're bored with life - you don't get up every morning with a burning desire to do things - you don't have enough goals." -Lou Holtz
