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Behind the Scenes of Marketing Mayhem



Who comes to mind when you think of Mayhem?

After Allstate’s hugely successful ad campaign, there’s a good chance you picture this guy. In just a few short years the campaign has become an enormous hit. The Facebook Mayhem page has over a million likes and the campaign has been parodied on YouTube and of course endlessly discussed at the water cooler.

Lisa Cochrane

Cochrane currently leads consumer communications for all business units of Allstate, including brand standards and guidelines, advertising, direct marketing and interactive communications, promotions, sponsorships, consumer public relations, collateral and creative services.  Under Lisa’s leadership and direction, Allstate’s advertising campaigns have won numerous industry awards, including from Cannes, 16 Effie awards including the Gold in 2011 in the ‘Sustained Success’ category and numerous ADDY awards.

She began her career at Ogilvy & Mather Advertising, beginning in media andmigrating to client service and account management where she rose to seniorvice president. While at Ogilvy, she handled a variety of blue chip accounts including Sears, RC Cola, Kodak, Marriott and Cessna.  After 12 years at Ogilvy & Mather, she went on to become vice president of marketing and new business development at Schwarz Worldwide, where she expanded their marketing services capabilities to include promotion, point-of-sale, packaging and creative services; adding clients such as Sears, Gatorade, Snapple, Motorola and The Gap.

Just prior to joining Allstate, Lisa spent one year in academia at Northwestern University, where she directed Corporate Relations university-wide.

She earned a bachelor’s degree in journalism from the University of Missouri, with a concentration in advertising and an advanced marketing corticated from Northwestern University.

She was named Ad Woman of the Year by the Chicago Advertising Federation in 2008, and was recognized by Working Mother Magazine and Advertising Women of New York as a 2010 Working Mother of the Year. She is on the Board of Directors of the Ad Council and the Association of National Advertisers, where she directs the Agency/Client Relations Committee. She is also a trustee of the Marketing Science Institute, and a board member of the Camp Nicolet Foundation.

Susan Credle

Susan Fowler Credle joined Leo Burnett USA as the agency’s Chief Creative Officer in September 2009. She came to the agency from BBDO New York, where she started her career and ultimately became Executive Creative Director. Throughout her tenure at BBDO, she created award-winning work for iconic brands including M&M/Mars, AT&T, Pepsi, FedEx, Bank of America, Lowe’s, Pizza Hut, Armstrong Flooring and Visa.

She also sits on the Creative Review Committee of the Ad Council. In 2004, she was inducted into the AAF Advertising Hall of Achievement. In 2008, she received the first New Generation of Leaders Award from the University of North Carolina Journalism School and currently sits on the School’s Board of Visitors. In the summer of 2009, she joined the board of Agencies In Action, a not-for-profit organization created to galvanize the advertising community behind alleviating poverty in NYC.

Credle has served as a juror at The Cannes International Advertising Festival, The London D&Ads, The National Addys, AICP, The Andy’s and the Art Directors Club.

Most recently, Credle was chosen by Boards Magazine as one of their “Advertising Women of Excellence,” which recognizes leaders who have made significant creative and business contributions to international advertising.