Who (L. to r.) CEO Tom O'Keefe, CCO Matt Reinhard and president Nick Paul
What Full-service ad agency
When Tom O'Keefe, Matt Reinhard—son of legendary adman Keith Reinhard—and Nick Paul formed their eponymous agency in March 2013, they came with decades of experience from working in esteemed shops like DDB and FCB. Their combined talent and expertise landed big-name clients like Ace Hardware, Orbitz and Pizza Hut. "We created [OKRP] based on the principle of big-brand creativity with startup ingenuity," said CEO and founder Tom O'Keefe. After the success of last year's holiday campaign for Big Lots that featured a female singing trio led by America's Got Talent's Deanna DellaCioppa—the retailer reported an increase over the year-earlier period—OKRP has re-enlisted the group, hoping to hit gold again. This year's spot, "Black Friday Woman," has already racked up close to 100,000 views online. "At the end of the day," O'Keefe said, "advertising is about making people feel great about who they are."
Big Lots 2014 holiday campaign, "Nailing This":
Big Lots 2015 holiday campaign, "Black Friday Woman":
This story first appeared in the Dec. 7 issue of Adweek magazine. Click here to subscribe.