Neilan Tyree

David & Goliath

Neilan is a long-time supporter of the Mirren New Business Conference and returns again this year because the shared qualities of all participants (on or off the podium) and attendees: entrepreneurial zeal, “True Grit” determination and real hunger for new information. Tyree approaches the content-packed event each year by reminding himself to “learn more and don’t act or think like a know-it-all,” and believes the Mirren continues to thrive because of the spirit of openness and sharing that has been a hallmark of the conference since its inception.

He returns to emcee on one of the three days, but is also back to host this year’s Live Pitch –an excellent vehicle for him to share all he’s gleaned over more than 25 years in the business. In fact, Neilan is a rare breed in the advertising industry because he’s one of the few who has devoted his entire agency career exclusively to business development.

The independent-minded consultant surprised more than a few when he was appointed Chief Marketing Officer and Head of Business Development for David&Goliath last year.  What attracted him to the Los Angeles area shop is the use of a single word at its very core: bravery. What also compelled him to renounce his independent status and move cross-country was the opportunity to help founder David Angelo leverage the shop's experience on Kia and a number of other categories (travel, spirits, food and beverage, fashion, etc.) in attracting new “courageous and visionary clients to the agency’s brave brand of work.”

Tyree views his latest return to the West as far more than a geographic shift, noting instead that it provided an opportunity to take a fresh look at every aspect of even long-held business development truths and, instead, “assume nothing.” Neilan also recognized that working on behalf of a privately held firm requires an even greater appreciation of and respect for any investments (no matter how small) he asks D&G to make. Consequently, Neilan landed in LA and immediately set about “kicking the tires” of even those tools he’s deployed for decades. He has since revalidated some tried and true approaches and resources while also thoroughly embracing new processes and approaches. He is confident this topic is of equal importance to many of the other conference participants.

The highlights of his tenure at the agency so far include the news that Adweek readers voted David&Goliath as Best Small Agency of the Decade in their Best of the 2000s survey; a current new business initiative that should be positively concluded shortly before the conference; and his small role in the agency’s massive undertaking that launched Kia’s all-new 2011 Sorento.

Kia’s “Joyride Dream” campaign, a staggering success for both the client and the agency, was far more than a Super Bowl splash – utilizing countless elements throughout an extraordinarily granular program including: announcement, pre-game buzz building online and off, Game Week activities, the Super Bowl itself, and a robust campaign that continues today in TV, Print, Outdoor, online, in dealerships and auto shows, etc.

The centerpiece of the agency’s current “road show” with prospective clients, consultants and other industry leaders/decision-makers, Neilan believes it’s the ideal method of showing the perhaps surprising depth and breadth of capabilities to be found at David&Goliath. But those who know Neilan best realize that he most enjoys sharing the story because he sees himself as the spiritual twin of the campaign’s hilarious Sock Monkey character!

Neilan be reached at:
Email: Neilan.Tyree@dng.com
Twitter: @NeilanTyree
Website: www.dng.com