Borden, Mark
14.07.2010
The Team Who Made Old Spice Smell Good Again Reveals What’s Behind Mustafa’s Towel (18.12.2010)

Interview with Iain Tait, global interactive creative director at Wieden + Kennedy, the advertising agency behind Old Spice Guy.

“One of the unique things taking place in the studio is we have a team of social media people, we have the Old Spice community manager, we have a social media strategist, a couple of technical people, and a producer. And we’ve built an application that scans the Internet looking for mentions and allows us to look at the influence of those people and also what they’ve said. They’re working in collaboration with the creative team that are there to pick out the messages that: 1. Have creative opportunity to produce amazing content; or 2. Have the ability to then embed themselves in an interesting or virally-relevant community.
It’s not just picking people with huge followings, it’s a really interesting combination.”