Duff Clawson
Monday, November 8, 2010
Duff Clawson
Email: duff@creativeghost.com
EXPERTISE
The ability to translate a marketing strategy into a message consumers will respond to.
The ability to tell a captivating story.
SKILLS
Creativity
Marketing
Analysis
Perception
Management
Problem Solving
Internet/Mobile Production and Marketing
Film/TV/Radio - Directing/Writing/Producing/Editing
Pre-Visualization
Animation
Parlo Italiano
HISTORY
OWNER
Zucca Volante LLC (Internet/Mobile Entertainment Content Producer)
Salt Lake City, UT. 2006 - Present
Accomplishments and Contributions:
-Co-wrote/Co-Produced/Directed the internet/mobile animated series “The Lucky Shop of Xao Fung” now available on Youtube. http://www.youtube.com/ZuccaVolante
PRESIDENT
Animatiques (Pre-Visualization/Animatic Company)
Salt Lake City, UT. 2000 - Present
Accomplishments and Contributions:
-Created pre-visualization animation for “Touched by an Angel”.
-Created pre-visualization animation for Hallmark movie “Plainsong”.
-Created, directed, and animated TV spots for Utah Arts Festival (Three years).
-Create and provide mobile greetings for www.ffmi.com
- Additional credits upon request.
PRESIDENT
Duff Clawson Creative, Inc. (A Creative Consulting Company)
Salt Lake City, UT. 1989 - Present (Except when working for KSL-TV)
Responsibilities:
Independent Creative Director/Marketing/Branding consultant to Ad Agencies, TV & Radio Stations,
Advertisers Copywriter,
TV and Radio Writer/Director/Producer,
Internet/Interactive Developer,
Mobile Phone Entertainment Creator/Provider
Accomplishments and Contributions:
-Consulted on and help develop the "Switch" campaign for KSL-TV which took them through their affiliation switch from CBS to NBC.
-Conceived/developed/wrote/directed the "Rhythms of Colorado" campaign for KMGH-TV in Denver.
-Conceived/developed/wrote/directed "After all, you know this guy" campaign for Larry H. Miller Automotive group helping to boost sales 35% over the previous year in the Salt Lake, Denver, and Boise markets.
-Conceived/developed/wrote/directed campaigns for Provo, Utah's Central Bank which increased new deposits - achieving 1/3 of it's annual goal in the first month of the campaign.
-Created/wrote/directed the television campaign that helped the Utah Jazz organization through the negative players strike and bring fans back to the arena afterwords.
-Created/wrote/directed a new image and level of expectation for the Lagoon amusement park.
-Created/directed/produced the campaign that successfully introduced Larry H. Miller to the Boise market using both print and broadcast.
-Created and managed the direct mail and interactive CD campaign for Aristech Acrylics that successfully introduced architects to its new wall cladding products.
-Created and directed TV campaigns for Bonneville International radio stations in markets from New York to L.A.. These spots were syndicated to radio station all over North America.
-Wrote several TV spots for “Home Front” campaign for Bonneville Communications.
-Directed TV spots for “Move” campaign for KUTV
DIRECTOR OF BRAND SERVICES
KSL_TV (NBC Affiliate)
Salt Lake City, UT. February - October, 2000
Responsibilities:
Station marketing & branding
Creative Service Department manager
(Staff of twelve producers, writers, and artists)
Member of station senior management team
Accomplishments and Contributions:
-Successfully introduced new morning team raising program share from a 9 to a 16.
-Created and introduced new news slogan, "Be an Eyewitness Tonight".
-Changed station announcer/voice/image
-Streamlined station "sweeps" production
-Created new station image campaign, "Through Your Eyes".
-Hired new station art director
-Created station/Olympic license plate campaign
-Created Olympic/Weather campaign to brand and promote KSL Weather personality.
-Created and developed the introduction of KSL DOT COM CLASSIFIEDS to the market.
-Created and directed the 2000 "Days of 47 Parade" campaign.
Took this event, which came in second place the previous year, to first place, beating the competition two fold.
-Introduced ENHANCED TV coverage of the parade on the internet which exceeded the expectations of the I.S. department, so much so (over 4600 hits), that the site shutdown due to the unexpected massive overload.
-Introduced KSL-TV to the use of virtual logos in the parade coverage. The 2001 parade was to use this technology for sponsor logos generating new revenue for the program, but due to huge budget cuts, canceled.
-Prepared departmental budget for the coming year. Cut half a million from the budget as well. And came in under budget for the current year.
-Aided in station reduction-in-force, including the reduction of own job to meet further needed budget reductions.
PRESIDENT
Fluid Communications, Inc. (Advertising Syndication Company)
Salt Lake City, UT. 1992 - 1999
Responsibilities:
Developer and syndicator of original/custom radio and TV campaigns for bottled water companies across the country.
Accomplishments and Contributions:
Provided radio and TV spots for small bottled water companies across the country.
Won the International Bottled Water Association's "Best of Show".
VICE PRESIDENT
Cole & Weber (a subsidiary of O&M, Advertising Agency)
Salt Lake City, UT. 1986 - 1989
Responsibilities:
Executive/senior broadcast producer
Senior broadcast copywriter
Member of agency new account presentation team
Managed broadcast production team of writers and producers
Accomplishments and Contributions:
Managed the creative team that created and developed "Don't take the Bait" and "Baby your Baby" public service campaigns for KUTV . The former campaign won an Emmy. Both have been syndicated nationally for over 10 years. Wrote and directed the TV spots.
Was on the team that created and developed the "Short" campaign for Gus Paulos Chevrolet that has lasted for over 10 years - taking a small, out-of-the-way dealership to number one in the region.
Conceived/developed/directed "Livin' in Utah" campaign for KUTV in Salt Lake
Wrote and produced the KNXT farewell radio campaign for Connie Chung's move to CBS from LA.
VICE PRESIDENT/PARTNER
Thomas-Phillips-Clawson (Advertising Agency)
Salt Lake City, UT. 1983 - 1986
Responsibilities:
Executive/senior broadcast producer
Senior broadcast copywriter
Member of agency new account presentation team
Managed broadcast production team of writers and producers
Accomplishments and Contributions:
Helped take a small start-up boutique to near five million dollars in billings in just three years.
EXECUTIVE BROADCAST PRODUCER
David W. Evans, Inc. (Advertising Agency, Now Publicis)
Salt Lake City, UT. 1970 - 1983
Responsibilities:
Broadcast Writer, Producer, Director
Accomplishments and Contributions:
Co-wrote and directed TV and radio spots that took Deseret Book to new levels of sales through new creative and production styles.
Co-wrote and directed TV and radio spots that turned Utah Power's negative public opinion around through creative that helped the public relate to the company on a personal level.
EDUCATION AND TRAINING
UNIVERSITY OF UTAH, 1975
Telecommunications
BA, Cum Laude
GALLOP HIGH IMPACT MANAGEMENT TRAINING, 2000
VOLUNTEER WORK
Murray City Arts Advisory Board, 1996 - 2000
AWARDS
Numerous Clio nominations
International Broadcast Awards
National Addy Award
Regional Emmy Awards
International Bottled Water Association "Best of Show"
