The Student News Site of Appalachian State University

The Appalachian

The Student News Site of Appalachian State University

The Appalachian

The Student News Site of Appalachian State University

The Appalachian

Newsletter Signup

Get our news delivered straight to your inbox every week.

* indicates required

‘Built to serve’ – Osborn provides insight to advertising industry

Gerrit+Van+Genderen+%7C+The+Appalachian
Gerrit Van Genderen | The Appalachian

The Walker College of Business of Appalachian State University hosted the 55th Harlan E. Boyles Distinguished CEO Lecture at Holmes Convocation Center Wednesday morning.

John Osborn, president and CEO of BBDO New York, the second largest global advertising agency network, was the event’s speaker. His lecture focused on the statement “built to serve,” which he said fits into what the advertising industry strives to achieve.

Gerrit Van Genderen | The Appalachian
John Osborn, president and CEO of BBDO New York advertising, was the 55th lecturer in the Harlan E. Boyles Distinguished CEO Lecture Series. He spoke Wednesday morning at Holmes Convocation Center after being introduced by Walker College of Business Dean Heather Norris (left). Gerrit Van Genderen | The Appalachian

“If I had to reduce [my job] down to three simple words – sort of a tweet, if you will – that represents what I really believe in and what I stand for, it would be [built to serve,]” Osborn said.

A growing aspect of advertising is the technology boom and the numerous different channels that are available to target customers and clients. Osborn said it is very difficult for advertising agencies to make sense of this technology growth and continue to engage customers in what they are trying to tell.

In order to successfully serve clients, Osborn said advertising agencies like BBDO New York must continue using storytelling to grab customers’ attention. What has changed is the way advertisers tell those stories.

“One thing we use that hasn’t really changed is our stories,” Osborn said. “Stories are still the most effective ways [to engage with customers.] They come in bite-sized content and they come in long form, but the basic art of storytelling is really the best chance we have, as advertisers, to really connect with them in powerful ways.”

An x-factor in today’s advertising, Osborn said, was connecting with customer’s hearts instead of focusing on telling the differences between one product or another. By using that extra “oomph, which [Osborn] calls “the heart,” advertising agencies can create separation between “a FedEx and a UPS; a Lowe’s [Home Improvement] and another competitor.”

Osborn said BBDO New York tries to reveal what a brand’s purpose truly is by simplifying its message in order to amplify it.

“In this complex world of which we live, sometimes the best way to cut through all that clutter and all that chaos is with a very simple story role told,” Osborn said.

Osborn was named to his leadership positions at BBDO New York in 2004. Since the agency has doubled its revenues, expanded its client base and diversified its workforce. BBDO New York has also expanded the agency’s service offerings to include digital, design and healthcare marketing, according to the event’s press release.

Some examples of BBDO New York’s work that exemplified Osborn’s key terms of being “built to serve,” and adapting to technology were shown throughout the lecture, including advertisements and marketing strategies from Guinness, General Electric, AT&T, American Red Cross Association and Foot Locker, among others.

Osborn was introduced by Walker College of Business Dean Heather Norris and Chancellor Sheri N. Everts.

For nearly 28 years, the Boyles CEO Lecture Series has brought national leaders in various industries to Appalachian’s campus. According to the event’s press release, “a lecture is held each academic semester to provide an opportunity for students to learn firsthand from, and interact personally with, chief executive officers of successful businesses in North Carolina and beyond.”

The lecture series was named in honor of Harlan Boyles, who served the state of North Carolina for 49 years, including six four-year teams as treasurer.

An invite-only executive luncheon was held afterward in conjunction with the lecture, which included university and college administrators, leaders of the business community, the Walker College’s Business Advisory Council and select student groups.

Story & Photo: Gerrit Van Genderen, Managing Editor

Leave a Comment
Donate to The Appalachian
$1201
$5000
Contributed
Our Goal

We hope you appreciate this article! Before you move on, our student staff wanted to ask if you would consider supporting The Appalachian's award-winning journalism. We are celebrating our 90th anniversary of The Appalachian in 2024!

We receive funding from the university, which helps us to compensate our students for the work they do for The Appalachian. However, the bulk of our operational expenses — from printing and website hosting to training and entering our work into competitions — is dependent upon advertising revenue and donations. We cannot exist without the financial and educational support of our fellow departments on campus, our local and regional businesses, and donations of money and time from alumni, parents, subscribers and friends.

Our journalism is produced to serve the public interest, both on campus and within the community. From anywhere in the world, readers can access our paywall-free journalism, through our website, through our email newsletter, and through our social media channels. Our supporters help to keep us editorially independent, user-friendly, and accessible to everyone.

If you can, please consider supporting us with a financial gift from $10. We appreciate your consideration and support of student journalism at Appalachian State University. If you prefer to make a tax-deductible donation, or if you would prefer to make a recurring monthly gift, please give to The Appalachian Student News Fund through the university here: https://securelb.imodules.com/s/1727/cg20/form.aspx?sid=1727&gid=2&pgid=392&cid=1011&dids=418.15&bledit=1&sort=1.

Donate to The Appalachian
$1201
$5000
Contributed
Our Goal

Comments (0)

All The Appalachian Picks Reader Picks Sort: Newest

Your email address will not be published. Required fields are marked *