Greg Hahn is chief creative officer at BBDO New York, part of a worldwide agency network he half-jokes is “a global boutique.” After winning the Dunkin’ account last year, the agency shepherded the brand through a name change. It has also created acclaimed work for AT&T, Mountain Dew, Foot Locker and Sandy Hook Promise.
In this episode of "Ad Block," Hahn talks about "mindhacking," a technique that he admits is a bit of a misnomer. “It’s about how you approach problems and solve them, and how you can do it by thinking about them differently,” he says. “You can come up with solutions that are dramatically simple, but the effect they have is tenfold.”
As an example, he tells the story of a skyscraper in the 1920s with a slow elevator. Bids to speed up the lift topped $100,000. But a shrewd engineer installed mirrors in the lobby. Rather than growing impatient about the elevator, preening passengers now failed to notice the wait.