Along The Path To A Sale a.k.a. Sway

Lewis Lazare: Chicago-based veteran creative Gordon Robertson is giving Chicago something it needs more of — a new boutique ad agency.
Robertson is teaming with Brainforest, a design firm specializing in Web, identity and strategic development, to launch the city’s newest boutique shop, called Sway Creative Group, which will function as the advertising division at Brainforest. Clients at Brainforest include Motorola, Union Leasing, WXRT-FM and Millennium Park.
Robertson, formerly a group creative director at BBDO/Chicago, hopes to provide clients with the proverbial “big ideas” he hopes will work on both a visceral and rational level.
Robertson sees another opportunity at Sway. “As an industry, we’ve gotten away from advertising as a sales tool,” he said. “Either it’s hard-sell, hurry-in-now retail, or it’s clever and soft, and often times irrelevant. I believe in doing advertising that moves a consumer along the path to a sale.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.