What’s ONCE? It’s a chance for a small group of hand-selected individuals to make the most out of an opportunity that is given to them once. One night. One hostage. One group of peers. One location. That will never be replicated again.
A few days ago, Jeff Graham — partner and account lead at his just-over-a-year-old Boulder agency, Grenadier — hosted a Session. Eight individuals had Jeff as their “hostage” for several hours, with gloves-off access to the brain of a former Account Director at Arnold, TBWA\Chiat\Day, Core and Crispin Porter + Bogusky. He’s lead brands like Virgin Mobile, Geek Squad, Volkswagen, Epiphone Guitars, Indian Motorcycle, Microsoft, Triscuit, Old Navy, Under Armour, Jack Daniels and the NFL. And he taught all of us an amazing amount about being an account lead clients love and creatives love to work with.
Here's some of what we learned.