What's it like to be in charge of deploying some of the nation's most important messages? Just ask Ad Council's Chief Campaign Development Officer Michelle Hillman. She gives us insight into launching public service campaigns that tackle complex issues such as gun violence, the opioid crisis, and buzzed driving. Spoiler alert, it ain't easy, but after working on it for 24 years with a stacked Creative Review Committee she makes it look like it is. 

 

In this episode, Michelle reveals how Ad Council uses emotional advertising to change behavior, how CMOs can build a world-class creative review committee, and tips for how to be a top-tier mentor. 

 

Here's a quick recap of the convo:

 

Why Michelle believes working at Ad Council is one of the best jobs in advertising

 

The importance of immersive research when creating effective emotional advertising

 

What grabs the attention of judges at the Effie Awards

 

How Ad Council's legendary creative review committee evaluates ideas

 

How CMOs can build a creative review board to vet their ideas – including how to entice industry legends like Cindy Gallop, Susan Credle, and Margaret Johnson to sign on

 

How Ad Council uses influencers and the importance of a trusted messenger strategy 

 

How Michelle creates separation between the tough issues she's tackling at work and her home life

 

What it's like to work with the government on public service campaigns 

 

How to make it on Ad Council's trusted roster of agency partners

 

The most challenging public issues to build awareness for and why

 

What it takes to be a world-class mentor

 

Plus, some rapid-fire questions that reveal whether Michelle prefers puppies or kittens

 

Connect with Michelle on LinkedIn and find out more about Ad Council here.

 

Catch our latest work with Ad Council and the NHTSA for "Buzzed Driving Prevention."

 

If you'd prefer to read the biggest takeaways from our conversation, catch the write-up here.