Apple Box Studios was recently featured in the Pittsburgh Business Times! Learn more about our unique approach to creative development.

Photography by Joe Wojcik

Apple Box Studios’ staff competitions bring out best

02/17/2012 – by Patty Tascarella
Senior Reporter Pittsburgh Business Times

Apple Box Studios needed to add bigger and better clients in order to grow. It was losing out on too many pitches to larger agencies, as far as Principal and Creative Director Michael Wertz was concerned.

Because of its relatively small size with a staff of 13, some potential clients were concerned whether Apple Box could handle the workload and meet deadlines, and tapped other agencies.

Wertz knew he couldn’t do anything to alter the landscape, but he could shake things up on his own end of the equation. He believed the key to winning accounts was having the best creative ideas and concepts.

“Creative is the key,” Wertz said. “So, we cannot compete based on our size or client list or national account experience. But we can develop creative campaigns that knock people’s socks off.”

Creative is admittedly a subjective call. Tastes differ. So Wertz decided to ratchet his company’s standards.

“I’m a very competitive person and I understand what the by-product of competition is — better work, setting the bar really high,” Wertz said. “There’s competition in life and among other agencies. Why should there not be competition within your own agency?”

So, in early 2011, Wertz began pitting employees against each other to come up with the best campaigns for clients — writer versus writer, designer versus designer, but mostly writer/designer duos.

“What we do is lay out a creative brief, give it to the teams and they go to their corners and work totally separately,” Wertz said. “There’s a ticking clock and we have formal presentations.”

Apple Box often fields three different teams, each devising multiple ideas.

“Ultimately, the client decides what creative wins, but the internal process is up to us,” Wertz said. “There’s a referee — me internally and then the client externally.”

Wertz is no easy sell.

“You can’t be lazy about your creative; you have to be able to pick it apart,” Wertz said.

The Mount Lebanon native worked in Los Angeles, editing and running the cutting room for several movies for nearly a decade, including “Scream II,” “Gone Fishin’” and “Striking Distance.”

The employee or team whose work wins receives a bonus.

“Winning over the client is one thing. Winning compensation makes it a real competition,” Wertz said.

In 2010, Apple Box won around 30 percent of the requests for proposals to which it responded.

After implementing the strategy Wertz calls “competition by design,” that changed dramatically. In 2011, Apple Box came out on top 80 percent of the time.

Revenue last year rose 25 percent over 2010 to $1.4 million. Apple Box won work for Dick’s Sporting Goods, Emerson Process Management and Northwood Realty Services.

Tom Hosack, president and CEO of Wexford-based Northwood, said Apple Box’s size initially gave him pause, and he hedged by bringing on two agencies last summer.

“When we first decided to rebrand our company, we interviewed multiple firms and hired two and had them working at the same time — a traditional larger firm and Apple Box,” Hosack said. “After about a month or so, it became apparent to us that Apple Box was faster and more creative and really understood what we wanted to do instead of telling us what to do.”

Apple Box also successfully deployed its competition-by-design approach with the Pittsburgh Advertising Federation’s recent RFPittsburgh, a creative competition for its membership that aims to open opportunities with national marketers. Wertz won StarKist Co.’s challenge to create a full-page print ad featuring its pouch line: It will run in a national publication selected by StarKist. Apple Box also gets to submit a credentials package to StarKist with the hope of gaining more work from the seafood company.

We are pleased to announce that Apple Box Studios has designed the winning ad for StarKist, via RFPittsburgh, a competition hosted by the Pittsburgh Advertising Federation. RFPittsburgh, an initiative open to all Pittsburgh Ad Fed members, provides the opportunity for any professional – from a student to a CEO, small shops to large agencies – to get their work in front of the nation’s largest and most reputable companies.  This creates a level playing field of creatives vying to win the eye of a single national marketer. This year, StarKist Co. issued the challenge to create a full-page print ad that drives awareness and trial of the StarKist^® pouch line.

For this challenge, we immediately established three separate creative teams each anchored by a designer. Through a series of benchmarking, research, and strategy sessions, three different creative approaches were developed. Each team, working separately, presented their final artwork to the creative director. After further refinement, two of the three concepts were chosen for submittal.

With every design challenge, our philosophy is that design follows messaging, and form follows function. The StarKist ads were no exception. A powerful theme line gave us clear direction, as keeping our audience in mind helped us stay on strategy. To relate to a young, physically fit demographic, we chose a simplistic approach to our design. It showcases edgy photography that captures the subject matter in a natural as opposed to a staged environment, along with a headline that grabs the reader’s attention. The popular phrase, “G.T.L.”, or “Gym. Tan. Laundry” is often repeated within in this demographic. We put a spin on this popular saying, creating “Gym. Tuna. Laundry.”, involving tuna as an essential part of one’s workout routine.

Apple Box’s additional concepts include: “Trail Mix (is for those who stick to trails)”, “Mr. Tunaverse”, and “Slim Pouch”.

I couldn’t wait to watch the final season of LOST Tuesday night. I had sat through five bewildering seasons and wanted to see if maybe one of the 194,494,645,999 questions they generated would be answered. Is the island really their destiny? How did Locke come back from the dead? I needed to know!

BUT I found myself watching the 2 hour special online at another time and it seems that more and more people have been doing the same for their favorite shows.

Over the past couple of years with the increased use of DVR and 24 hour online video access, TV watchers are choosing to ditch the commitment of the time slot and are viewing their favorite shows at their own convenience. Why spend a whole hour to watch a show when you can see the same program in only 40 minutes and skip over all the commercials? Another benefit is that it’s wonderful to have the ability to pause the show to take a phone call or to let the dog out and not have to worry about missing a second of the nail-biting drama. It’s also great for viewing episodes a second time to catch missed moments. I find myself re-watching episodes of The Office after seeing the premier on TV because I’ve missed hilarious minutes due to interruptions.

Our viewing habits are actually good news for the advertising industry. It simply means that the ways we advertise are shifting. Advertising online means creating ads that encourage the viewer to interact with the ad. They not only see or watch the ad, but they have the choice to click on it and become involved.

Advertising is EVERYWHERE throughout the internet. Instead of commercial segments that take so long we forget what we were watching, there are short and sweet commercials that give us a moment to absorb the show’s content and gear us up for the next half. Ads are also spread around the video screen waiting patiently to be clicked on with interest at our own ease. The internet is all about convenience and availability since the shows and ads will still be there no matter what time of day we choose to browse the web.

I can’t help but wonder that if all of this is leading up to a day when the internet will bypass TV so much that TV’s won’t even be used. It will be like radio programs in the early 1950s when American’s started bringing televisions into the home to watch the Ed Sullivan Show or I Love Lucy. Maybe we’re already at that point.