Word: laird
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Dates: during 2000-2009
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Never mind that he reportedly bagged Madonna for a cool $10 million to hawk Gap corduroys while singing a remix of Get Into the Groove with Missy Elliott. That's all just in a day's work for imagemaker Trey Laird. The real story is that Laird's creative vision--always making an emotional connection to the consumer--has put the Gap back in the black...
...lost its style. It didn't have any edge," says Laird, who broke into the art-directing business working for Peter Arnell and then Donna Karan. Customers were fleeing too. In the 27 months before Laird's arrival, the Gap had suffered consecutive same-store sales declines and had alienated core customers with products that were deemed too trendy. Laird's big idea was to bring the advertising back to its roots, taking the images out of the studio and putting them into everyday life. Already Gap's same-store sales for the four-week period ending Aug. 2 were...
...with so much influence--Donna Karan and Nautica are still clients--Laird is remarkably humble. A native of Nacogdoches, Texas, he studied architecture in college but ended up with a degree in marketing. After following a girlfriend to New York City, Laird found a job selling shoes at Bergdorf Goodman, where he met adman Arnell. And, well, you know the story: resume, junior-account-executive job. Now Madonna and Missy. What next? "We're only just beginning," Laird says. "We have so much more work to do." --By Kate Betts
...many totally perfect, gorgeous hair-body-skin-face-teeth can you see and still have it spark your interest?" asks Trey Laird, president and executive creative director of Laird + Partners, the ad agency that handles Donna Karan. "There's something about a real person--and you can say celebrities aren't real people, but they are. They just happen to have a very visible job. They're not perfect, they have a life, and they make it a little more emotional, give it more of an interest, more of an intrigue. It makes it real...
...former corporate creative director for Donna Karan International has launched his own ad agency, Laird + Partners, based in New York City. He will handle advertising for Gap's flagship brand, a coveted contract. And his separation from Donna Karan is no divorce. The company has hired Laird, 37, to handle its advertising...