Greenhaus’s Creative Passport to Destination Marketing

Greenhaus emerges not just as a full-service destination advertising and marketing agency but as a collective of creatives who, for over a quarter-century, have been transforming places into experiences that resonate deeply within the hearts and minds of audiences. With an unyielding commitment to uncovering the intrinsic truth that sets each destination apart, Greenhaus weaves narratives that are not only visually stunning but emotionally compelling, To delve deeper into the stories behind Greenhaus’s celebrated campaigns and to uncover the threads of imagination that bind their most successful projects, continue exploring their journey of creativity and innovation.

Introduction by Dana Tynan, Director & Photographer

I’ve worked closely with Rob Petrie on various tourism projects for over 15 years. Rob and his team are honestly quite rare. Their superpower is that they work tirelessly to find that one truth of a destination that distinguishes them from all the rest. It allows the visuals to have an unique heart and soul, which I think makes their campaigns so memorable. They also create an elevated atmosphere of trust where creative ideas can be explored, which brings out my best and allows us to make the project its absolute best. I find that the mutual respect they create and their massive talent elevate us all, often creating something even better than I ever imagined.

What inspired or motivated you in your career?

Lindsy Haslam (L.H.), Account Supervisor: Great creative minds inspired me to want to find the insights and provide the briefs that lead to great creativity.

Jason Nunez (J.N.), Senior Art Director: I was interested in commercial art at an early age without really knowing it. I loved logos, specifically skateboard and band-related art, which I enjoyed recreating in notebooks. I was excited to find out I could do this as a profession and was determined to make that my career path.

Chris Brown (C.B.), Creative Director: Mostly fear of being found out that I was just a guy who wanted to wear t-shirts to work and had no other talent to speak of. But also seeing that 99% of the advertising out there is just mind-numbing, and believing that even if I could not be bothered to follow the most basic grammatical standards, I could at least create something not boring. And the fear. Every creative knows the fear.

Rob Petrie (R.P.), Partner & Creative Director: Luck? I can’t say I was ever motivated to go into advertising. But when a 19-year-old who was drinking too much beer and working as a ski tech for $4.75 an hour sees that he can put his “closet art talents” to work for $27,500 a year plus benefits… well, sign this cowboy up.

What is it about advertising that you are most passionate about?

L.H.: The storytelling that moves people to take action.

C.B.: Storytelling. Freeing a viewer, reader, or scroller from their rational mind. Seeing how moving human truth can be. Helping a client discover their mission, purpose, or vision can be very powerful.

Who is or was your greatest mentor?

Craig Fuller (C.F.), Owner & CEO: Frances Fuller, my mother, who went to college as an art major and whose love of art, music, and culture remained throughout her life. She was particularly interested in modern design, which was transferred to me in utero. Consolation prizes go to my wife Carolyn and my daughter Mackenzie, who are both deeply immersed in aesthetic and expressive sensibilities and pursuits.

Dave Roberts (D.R.), Associate Creative Director: Anyone who’s ever offered their time to teach and to listen. It took many years to truly appreciate the investment and patience it takes to nurture young talent. My shortlist would be Michael Winslow, Scott Mires, John Vitro, John Robertson, Craig Fuller, Rob Petrie, Paul Whitbeck, Chris Brown, and Pat Emerick. To all of them, and those not named, a humble thank you.

Paul Whitbeck (P.W.), Partner & COO: Narrowing it down to one person seems counterintuitive to what I believe is crucial to finding both personal and professional success. Multiple mentors have hopefully made me a more complete person. That being said, my greatest mentor and biggest fan would have to be my father. His professional work ethic was like no one else I have ever known. He did not always succeed—in fact, he failed more often than not—but he always kept pushing, striving, getting up, and moving forward. It is an ethic that has sustained me, in particular over the past 18 months, when our business faced challenges we have never faced before.

C.B.: I’ve had two terrific mentors during my career, and they may not even realize the impact they have had on my creativity. One was Cameron Day, the first copywriter I worked for at Bozell, Los Angeles. He taught me to be a professional creative person—meaning that we were not in the wordplay business but were in the imagination engagement business. A tectonic shift in perception had a profound impact on how I approached writing and concepting. The second of my mentors, later in my creative maturation, was Harvey Hoffenberg, my creative director at FCB, who instilled in me the creative relentlessness and resilience required to work on a major piece of broadcast business (Taco Bell) and the attention to craft and detail needed to run those productions.

Jenny Thompson (J.T.), Senior Writer: My greatest mentor was my first CD, Jeff Hodgson. He hired me at my first agency and is still one of the greatest influences I have ever had. He had such an amazing way of taking the stress out of the process. He did not just inspire great writing; he actually took the time to teach me how to get there.

Jared Fuller (J.F.), Designer & Art Director: I have had so many amazing mentors at Greenhaus, but when I started working here, I was lucky enough to sit next to Dave Roberts. Working next to Dave and being able to learn from him every day was an invaluable experience for me right out of college.

Kristen Sugihara (K.S.), Senior Art Director: I grew up on a tiny island, and two of my school teachers opened my eyes to life beyond the rock. They pushed me, helped me tap into my creative side, and showed me ways I could shape it into a career. Without them, I am pretty sure I would still be on that island working on a fishing boat.

R.P.: Many great people have taken the time to teach and advise me throughout my career. Those that have shaped my creative side: Vitro, Doyle, Fuller, Lamb, and every writer I have ever partnered with, including but not limited to Evans, Borges, Krasts, Emerick, Brown, Elliot, Conway, Fiebke, Thayer—the list goes on and on. And then there are the ones who would teach me about the business of running a business: Mering, Dizinno, Thompson, Whitbeck, and Fuller. Studying their behaviors and watching them lead—soaking in the good, the bad, and the ugly—have shaped the manager, creative director, and man I have become today. Thank you.

What would be your dream assignment?

C.B.: Something where I could take a year and travel, making short films about the transformative power of discovering new places. Oh, and writing an episode of Succession.

J.N.: Something music, food, or drink related. Or maybe all three?

What are the most important ingredients you require from a client to do successful work?

L.H.: With a focus on placemaking, local gems and the people within the places and communities we are hired to market are valuable elements for storytelling. It is the little anecdotal stories that can lead to a brilliantly creative idea. And trust.

C.B: Trust. Imagination. A sense of mischief. The honesty of opinion. I have wasted years chasing ideas clients hated but were too nice to hurt our feelings. Oh, and probably some money, if I am being honest.

What is the greatest satisfaction you get from your work?

C.B.: Watching it go out into the world and quell my paralyzing doubts about it.

D.R.: Watching the account team get as excited about and engaged with the work as the creatives. The best work is owned by all—when the line between titles and roles is blurred.

J.F.: Seeing a client’s face light up with excitement when they see your solution to their problem. Helping others reach their goals is always the most gratifying part of the job for me.

R.P.: That moment when a really good idea crashes into the perfect execution.

What is your greatest professional achievement?

C.B.: Making it through the first few clueless years of my career without getting fired for mostly indulging my own sense of humor. After that, it’s being able to help younger creatives manifest their superpowers and seeing people who have worked for me go on to become ECDs on global accounts.

R.P.: Building creative teams with exceptional talent. Finding undeveloped gems and inspiring those who seek it to strive for greatness. Hand-picking accomplished and gifted individuals to come work and thrive in these environments. Creating a culture of open communication, teamwork, and respect among each other.

What interests do you have outside of your work?

C.F.: Traveling, dining, hiking, and swimming. My life is about work, and my work is about life. It is an indecipherable blend that was whipped into a purée during Covid, but has always moved in that fairly porous direction.

D.R.: Making art. I will finally have a gallery opening for an art series titled “Unleaded,” which I completed just as Covid-19 hit. Then, to sell my art to support my coffee habit.

K.S.: Outside of work, I try to exercise my creative muscles in a different way. I dance competitively and create intricate costumes out of fresh flowers and materials.

In business for over 25 years, Greenhaus is a full-service destination advertising and marketing agency delivering breakthrough creative and strategic thinking online and offline. They are students of people and places, style and substance, desire and dreams. Their job is to invest places with sensory, symbolic, and emotive power to drive awareness, interest, trial, and resonance. Every setting has a distinct culture, calling, and code to crack. They assume nothing everywhere they work.

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To read more, purchase Journal #379 here and view the digital edition now.

Author: Graphis