Saneel Radia | Round 3

Brief: "The Occupy Movement"


Saneel Radia, Director of Innovation, BBH NY and BBH Labs


Dec 1, 2011

Submission Deadline:

Dec 31, 2011


View the Student and Professional category winners and the full entries list.

Saneel Radia's Feedback:

"I was excited (and honored) to be asked to brief and judge Young Glory, because I have a particular passion for helping and learning from young talent in our industry. 

I also love the insightful structure of the contest. Open briefs at a judge's discretion help avoid the wind tunnel effect that category-based award shows are plagued by; meanwhile, an 8-month process identifies the most consistently creativity entrants, something any recruiter will tell you as at the top of their list when hunting for talent.

In crafting my brief I was eager to help this group show off their ability to do things beyond advertising, something critical to the future of any agency. I also wanted to see how they dealt with ambiguity, a reality any marketing entity must accept in a world changing as quickly as ours. 

I was quite excited to see the ones that took that formula and created an output utterly untypical of any agency today. It's those unique submissions I awarded. Ultimately, the best marketers aren't looking for more of the same when they hire young talent. They're looking for those people that do what they as marketers don't do. I'm confident the winners from December have proven themselves in that regard.

Kudos to them, and to the Young Glory awards. "



One of the largest global campaigns of the last 20 years has been what started as Occupy Wallstreet and has morphed into the Occupy Movement. It also happens to be one of the least understood.

Your brief is to help the Occupy Movement benefit from marketing.

This is no easy feat. In fact, Occupy Wallstreet was originated by Adbusters, so the above statement would likely send chills up many Occupiers’ backs.

This is also what makes it an incredible opportunity. You must first decide the appropriate role for the marketing. Is it about getting people to join the movement? Is it best used as a tool to help bring the protesters together toward a more common goal? Is it about helping outsiders understand what Occupy is really about? Decide that for yourself first, then craft the plan. No, you don’t need to run that by me first. Just be clear what you think that role is as you present what you’ve come up with.


Occupy is a grass roots movement in every way. Any money raised for the cause must clearly have value well beyond its cost-- a cultural ROI of sorts. Assume that total expenses must be under $15,000. And remember that this theoretical money would have been raised from individuals. Your client is all of them.

Marketing vs. Advertising

The choice of the word “marketing” above is intentional. This is not an advertising brief alone (hint: I’m not even convinced ads are relevant in this case, but am open to a creative solution). Think of your tools as the entire movement-- all 4 ‘P’s’ of marketing, including the ‘product’ itself. The question is if you can understand it well enough to leverage it. Definitely read, and the comments around this ad. Also, it’s worth exploring this voting platform re: Occupy ideas.

If you’re feeling like this is as much of a strategic challenge as it is a creative one, you’re probably thinking about it correctly.


I’m reachable throughout the process: Please limit our interaction to email (I already spend too much time in meetings), and please be conscious that I may take a day or two to reply, especially if it’s more than a quick response. Good luck!

About Saneel Radia

After being overthrown as Secretary of the San Antonio chapter of the Transformers Club at a young age, Saneel Radia was forced to fall back on another passion. He now leads Innovation at BBH New York, running the company’s BBH Labs practice.

An atypical hybrid talent, Saneel has been both a Creative Director and a Media Director. He’s serviced clients such as Google, Kellogg, General Motors, Hewlett-Packard, Procter & Gamble, Nintendo and Miller, helping them craft dynamic communication ideas, born from a deep understanding of digital media and culture. More succinctly, one could say he’s the Mayor of the Interwebs.

Prior to his current role, Saneel founded the Alchemy practice at Denuo, an industry-first reinterpretation of a creative department built on a foundation of media sensibility and insights. Prior to that, he was the driving force behind Play, a division of Denuo that broke ground as the largest and most awarded consumer marketing services company focused on the videogame industry. He’s been recognized as an Internationalist “Agency Innovator” (2009), an Advertising Age “Twentysomething” (2005) and as MediaWeek’s “Media All-Star” in the Non-Traditional category (2006). He still awaits an award for his superlative Twitter wit as @saneel.

In 2009, he graduated with honors from the executive MBA program at the renowned Berlin School for Creative Leadership. However, he did not fall victim to social pressure and rejected numerous Facebook friend requests of his classmates. Yet another accomplishment for which he will receive no award.

Saneel currently blogs at