Game changing

Last Thursday night, I was invited by Tim Murray,  Target’s Creative Director, to join him at an AIGA event.  The theme was “Collaboration:  Target’s New Target” and I had the privilege of sharing the stage with Michael Ian Kaye from Mother, and Joe Stewart from Huge.

Tim reviewed work from all three agencies. Mother’s never-been-done-before marketing extravaganzas.  Huge’s guest-centric e-commerce experience that deftly balances the love of shopping and satisfaction of buying.  Wolff Olins’ creation of up&up, a blockbuster owned brand that boldly delivers Target-ness without saying Target.

In addition to the fact these were all collaborations with Target, what else did each of these projects have in common?  They are each game changing.

What are the conditions for game changing work?  It starts with an ambitious leader who has a clear vision and a desire to make a difference – both for the business and in people’s lives. 

From there, game changing work requires a keen understanding of the cultural zeitgeist – tapping into what matters most to people and making a credible connection between that spirit and the business.  

And lastly, game changing work must make a positive impact – change for good.  Each of the examples that Tim shared certainly had a positive financial impact for Target, ranging from the most successful store opening ever to double-digit growth for one of their biggest owned brands.  And as importantly, each example also made a positive impact in people’s lives.  A celebration of community and creativity for Target’s  Harlem store opening.  The ability to get basic products, from diapers to shampoo to garbage bags, that provide both amazing value and awesome design.  An online shopping experience that re-writes the e-commerce rules and reflects everything you love about wandering the aisles at Target.

What sets Target apart from the crowd is their ability to consistently expect, recognize and enable game changing work from and with their creative agencies.  And that commitment benefits us all.

(Mary Ellen Muckerman)