Paradigm Shift Winner:  Anne Bologna

April 6, 2009

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Anne Bologna's blueprint for success in advertising includes ideas, inspiration and engagement, along with a strong foundation of humor. “What drives our industry is creativity and people – two things that have nothing to do with size and scale,” says Bologna, whose small independent shop is thriving despite the challenging economy.

Why name an agency Toy? “We feel today’s brands need to do more than hold your attention,” says Bologna. “They need to feel as exciting to consumers as a brand new toy – one you can’t wait to get for yourself and share with others.”

Bologna has more than 20 years of advertising experience, helping to craft Citibank’s award-winning “Live Richly” global brand strategy, creating the Starbucks brand bible and co-authoring The 22 Immutable Laws of Advertising and How to Break Them.

Soon after launching Toy in 2005 with business partner Ari Merkin, Bologna nabbed Oxygen as the agency’s first client. “It was our first week in business, and we did our creative presentation with hand-written art cards and a marker,” Bologna recalls. “It got a great reaction because it wasn’t another PowerPoint.”

Since then, clients like Macy’s, OfficeMax and Google have relied on Toy for creative, engaging and fun campaigns. For example, the agency’s digital “Elf Yourself” program for OfficeMax was a viral marketing hit, reaching more than 200 million people in less than six weeks. “Digital technology enables word of mouth, which is the oldest form of advertising in the world,” Bologna says. “And humor is an important way to make advertising more involving and entertaining.”

Bologna’s advice for brands moving into the digital world: Don’t worry about tactics and tools – look for a great creative idea. “An idea that’s big enough and rich enough can be applied to any medium,” she says. “For a great return on investment, the secret is creativity.”

For more Changing the Game Awards Winners:

Paradigm Shift Winner: Tina Brown
Paradigm Shift Winner: Esther "E.T." Franklin
Paradigm Shift Winner: Tina Sharkey
Quantum Leap Winner: Nancy Smith
Brainwave Winner: Sue Bostrom
No Apologies Winner: Dr. Jane McGonigal