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	<title>School of Thought</title>
	<link>http://schoolofthought.com</link>
	<description>School of Thought is a San Francisco-based marketing and advertising agency, combining award-winning creative with a passion for moving the needle.</description>
	<lastBuildDate>Wed, 25 Jan 2012 02:08:59 +0000</lastBuildDate>
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		<title>Future World</title>
		<description><![CDATA[FUTURE WORLD]]></description>
		<link>http://schoolofthought.com/2012/uncategorized/lindenlab-video-1-2</link>
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		<title>Kansas</title>
		<description><![CDATA[KANSAS]]></description>
		<link>http://schoolofthought.com/2012/uncategorized/lindenlab-video-2</link>
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		<title>Lost</title>
		<description><![CDATA[LOST]]></description>
		<link>http://schoolofthought.com/2012/uncategorized/lindenlab-video-1</link>
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		<title>iSHARES</title>
		<description><![CDATA[AND NOW FOR SOMETHING COMPLETELY DIFFERENT. AN INTERNAL MARKETING CAMPAIGN THAT EMPLOYEES LIKE. How do you get employees of a financial firm, hit by the recession, to embrace the firm’s marketing? It’s no small feat. For iShares, leaders in the ETF space, we put together an internal campaign that mixed equal parts humor, inspiration and [...]]]></description>
		<link>http://schoolofthought.com/2011/work/ishares-2</link>
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		<title>MEET OUR NEW CLIENT</title>
		<description><![CDATA[Some people decide to adopt a new pet. We went a step further recently and decided to adopt a whole menagerie. One new pro-bono client is Animal Care and Control, the San Francisco city agency that rescues and finds homes for a veritable Noah’s Ark of animals. Cats, dogs, birds, rats, snakes, bears (yep). . [...]]]></description>
		<link>http://schoolofthought.com/2011/ours/meet-our-new-client</link>
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		<title>Nicholas Wootten</title>
		<description><![CDATA[Need a media person who doesn’t just see numbers? Nicholas has 8 years of media experience bringing a refreshingly creative take on not-so-traditional media needs. Through his experience working with Google, Microsoft, PopChips, the San Francisco 49ers and dozens of other leading brands, Nicholas knows what it takes to make a media plan sing. And [...]]]></description>
		<link>http://schoolofthought.com/2011/people/nicholas-wooten</link>
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		<title>Whitney Ward</title>
		<description><![CDATA[Whitney came to us from a Michelin-starred restaurant by way of the Miami Ad School San Francisco, where she studied Art Direction. After spending nearly a decade recommending the perfect wine pairing for your five-course dinner, we’ve developed quite a dependency on her insider knowledge on the hottest FiDi lunch spots.]]></description>
		<link>http://schoolofthought.com/2011/people/whitney-ward</link>
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		<title>Brooke Borkenhagen</title>
		<description><![CDATA[Brooke knows what it takes to run a tight ship. So whether it’s as President Obama’s North Dakota spokesperson, Press Secretary for the Iowa Democratic Party, or resident matriarch at School of Thought, you can always count on her to keep the lights on, the staff fed, and business rolling along as usual. Life on [...]]]></description>
		<link>http://schoolofthought.com/2011/people/brooke-borkenhagen</link>
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		<title>John Buscaglia</title>
		<description><![CDATA[John’s worked in post-production longer than some of our interns have been alive. His past two decades have been spent editing national TV spots for the likes of Taco Bell, Levi’s, Sega, Clorox, Coors, Jenny Craig, Pillsbury, AT&#038;T, HP, Microsoft… (Are you still reading? Good. Because the list also includes Xbox, Mattel, KFC, etc.) When [...]]]></description>
		<link>http://schoolofthought.com/2011/people/john-buscaglia</link>
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		<title>Maida Marar</title>
		<description><![CDATA[We stole Maida from the fun-loving banking industry, where she wore power suits, managed whole sections of the country, and did lots of math. Her MBA, corporate know-how, Olympian organizational skills and uncanny instincts are invaluable when dealing with the likes of Joe and Tom. Not to mention guiding clients. She’s also an expert at [...]]]></description>
		<link>http://schoolofthought.com/2011/people/maida-marar</link>
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		<title>Jessica Bognar</title>
		<description><![CDATA[Jessica’s first color studies were done at the young age of 15, at a shaved iced stand deep in the heart of Texas. After saving up her under-the-table cash paychecks and purchasing her first trampoline, she blew that popsicle stand—literally—to pursue her passion for color (and sugar) as an Art Director and avid cupcake maker. [...]]]></description>
		<link>http://schoolofthought.com/2011/people/jessica-bognar</link>
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		<title>Joseph Newfield</title>
		<description><![CDATA[Joseph is a creative director, writer and musicaholic who, circa 2007, found himself working with Tom. Successfully. Their work for the Hawaii Visitors’ Bureau was among the client’s most successful efforts, ever. Over more than a decade at Agency.com (don’t rub it in), Joseph was creative director for a long list of Fortune 500 clients, [...]]]></description>
		<link>http://schoolofthought.com/2011/people/joseph-newfield</link>
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		<title>Tom Geary</title>
		<description><![CDATA[Tom’s writing career began at the tender age of ten, publishing a tiny newspaper in Fiji that cost 10 cents to produce. Selling them for 10 cents each didn’t rake in the profits, but he caught the entrepreneurial bug, and hasn’t recovered since. He started his career on the interactive side (before there was such [...]]]></description>
		<link>http://schoolofthought.com/2011/people/tom-geary</link>
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		<title>Letters</title>
		<description><![CDATA[]]></description>
		<link>http://schoolofthought.com/2011/for_anne/744</link>
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		<title>Community Hospital</title>
		<description><![CDATA[A HEALTHCARE AD THAT ACTUALLY MAKES PEOPLE FEEL GOOD. Our art director and copywriter created this TV spot for Community Hospital of the Monterey Peninsula (CHOMP) while at a previous agency. CHOMP is an integral part of Monterey – generations of residents have been born there, and community-focused programs make it a caring and open [...]]]></description>
		<link>http://schoolofthought.com/2011/for-carecloud/community-hospital</link>
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		<title>WePay</title>
		<description><![CDATA[WEPAY, THE CHALLENGER IS HERE. Palo Alto start-up WePay, PayPal’s main competitor, is the newest addition to our client roster. We couldn’t be more thrilled to be teamed up with these high-energy and like-minded folks. Thinking outside the box is at the core of both of our companies, so we’ve been able to quickly build [...]]]></description>
		<link>http://schoolofthought.com/2011/for-carecloud/wepay</link>
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		<title>VeriSign</title>
		<description><![CDATA[HOW TO TALK ABOUT THE BENEFITS OF SECURE 32-BIT ENCRYPTION IN A WAY THAT DOESN&#8217;T—HEY, WAKE UP. VeriSign wanted to do a testimonial.  Of course, the challenge is, there are lots of companies out there, each with customer success stories that they&#8217;re proud of.   The issue isn&#8217;t the story.  The issue is, getting anyone [...]]]></description>
		<link>http://schoolofthought.com/2011/for-carecloud/verisign</link>
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		<title>iSHARES</title>
		<description><![CDATA[AND NOW FOR SOMETHING COMPLETELY DIFFERENT. AN INTERNAL MARKETING CAMPAIGN THAT EMPLOYEES LIKE. iShares’ tag line is Keep Evolving. For their audience, financial planners and investors, this is a call to use ETFs (Exchange Traded Funds) as a way to keep moving forward in the investment world. But what about employees? How can employees be [...]]]></description>
		<link>http://schoolofthought.com/2011/uncategorized/ishares</link>
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		<title>Milliman Video 1</title>
		<description><![CDATA[BEFORE THE CRISIS, A PREDICTION. The Story Our agency began when we landed the account of Milliman, a $700+ million dollar actuarial consulting firm which few people have heard of. (Hence, the need for us). Banks, however, number among their clients, and as far back as 2003, the Milliman consultants began to see signs of [...]]]></description>
		<link>http://schoolofthought.com/2011/for-cascadia/milliman-video-1</link>
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		<title>Milliman Video 2</title>
		<description><![CDATA[PREDICTIVE ANALYTICS. TRY SAYING THAT THREE TIMES, QUICKLY The Story When you have meetings with Milliman you can always be sure of one thing: you’re not the smartest person in the room. The challenge becomes explaining their highly complex work in a way that the rest of the world can understand. For one division of [...]]]></description>
		<link>http://schoolofthought.com/2011/for-cascadia/milliman-video-2</link>
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		<title>Milliman Video 3</title>
		<description><![CDATA[SAVING A TOWN IN CONNECTICUT The Story Virtually every municipality in the U.S. is struggling with pension issues these days. Last year, we traveled east to Avon, Connecticut, to document how the town was weathering its own budgetary crisis. Filming real people can be a challenge, but when it comes together, the results can be [...]]]></description>
		<link>http://schoolofthought.com/2011/for-cascadia/milliman-video-3</link>
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		<title>Milliman Software</title>
		<description><![CDATA[EVERYONE, COULD WE HAVE YOUR ATTENTION, PLEASE? The Story We talked about our desire to use real shots—photojournalism, in effect—for the Milliman campaign. For Milliman&#8217;s financial modeling software, we found this remarkable shot: the employees from the London office of Lehman all gathering to hear that the company is closing. To be effective, advertising has [...]]]></description>
		<link>http://schoolofthought.com/2011/for-cascadia/milliman-software</link>
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		<title>Milliman Mortgage</title>
		<description><![CDATA[ADVERTISING THE BIG SHORT. WELL, SORT OF. The Story This is the print ad which went along with the mortgage video story, described above. For the campaign, we decided to use actual editorial photos, reflecting the topical, serious nature of Milliman&#8217;s consulting work. This photo was taken about three years ago, although it might have [...]]]></description>
		<link>http://schoolofthought.com/2011/for-cascadia/milliman-mortgage</link>
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		<title>iShares Blog</title>
		<description><![CDATA[WE NEED A BLOG. NO, WAIT. WE NEED EVERYTHING. The Story iShares has a remarkable story to tell. They virtually invented the ETF, and they are the category leader. But when we started working with them, they certainly weren&#8217;t the leader in social media, in that they had none. No blog, no Facebook, no Twitter, [...]]]></description>
		<link>http://schoolofthought.com/2011/for-cascadia/ishares-blog</link>
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		<title>Visa Global Brand</title>
		<description><![CDATA[WEBSITES. YEP, WE&#8217;VE DONE EM. The Story Lots and lots of them. Joe spent more than a decade designing and building sites for all sorts of Fortune 500 companies. Tom spent a decade working on sites for all the others. Okay, truth be told, he&#8217;s done many Fortune 500 sites, as well. The point is, [...]]]></description>
		<link>http://schoolofthought.com/2011/for-cascadia/visa-global-brand</link>
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		<title>iShares Anthem Video</title>
		<description><![CDATA[LAYING THE FOUNDATION FOR THE iSHARES BRAND, FOR 2011. Here&#8217;s another project we recently wrapped up for iShares, that we thought might be of interest. Pete Boland&#8217;s team needed a dramatic video to frame this year&#8217;s global iShares meeting, and they asked us to create a video, based on something that was done a few [...]]]></description>
		<link>http://schoolofthought.com/2011/for-jonathan-haley/ishares-anthem-video</link>
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		<title>Letters</title>
		<description><![CDATA[]]></description>
		<link>http://schoolofthought.com/2011/for-amit/letters-to-amit</link>
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		<title>Nortel</title>
		<description><![CDATA[BRIDGING THE DIGITAL DIVIDE, WITH HYPERCONNECTIVITY. Nortel was in a rough spot when we started working with them. The company has lost its way to some degree, with the workforce distracted by numerous issues, the least of which was the fact that the stock was at its historic low. In marketing, things were no less [...]]]></description>
		<link>http://schoolofthought.com/2011/for-jonathan-haley/modified-nortel</link>
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		<title>HP FIREBIRD</title>
		<description><![CDATA[NO PCs WERE HARMED IN THE MAKING OF THIS AD. (BUT IT WAS CLOSE.) Joe and Tom have worked on a truckload of technology accounts over the years. (At the bottom, we&#8217;ve listed some of the more relevant brands we&#8217;ve worked on.) Here&#8217;s one recent project we thought we&#8217;d share, in part because it was [...]]]></description>
		<link>http://schoolofthought.com/2011/for-amit/hp-firebird</link>
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		<title>MICROSOFT</title>
		<description><![CDATA[AS A MATTER OF FACT, WE DO SPEAK DEVELOPER. For Microsoft, the developer community is everything. Lose the faithful, and you’re done. It’s as simple as that. Awareness certainly wasn’t the goal. This was all about relationship marketing. We had to remind the community that Microsoft was, at its core, just a really big group [...]]]></description>
		<link>http://schoolofthought.com/2011/for-amit/microsoft-2</link>
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