A new way shaped by experience.
From the moment they met back in 1994, Dave Tutin and Steve Kraftsow knew they shared a common vision of what effective advertising should be: imaginative, involving but ultimately crystal clear in what it wanted to convey.
The idea behind their new company, darkResource, is simple: turn the advertising world upside down! At its core is the revolutionary shift to showing clients ideas for free and allowing them to pay only for those ideas they like. darkResource restores sanity to an industry that sorely needs it.
Dave Tutin has had a career in advertising that few can match. It started with JWT London, then McCann-Erickson for whom Dave worked in London, Hong Kong, New York and finally San Francisco where he was Executive Creative Director during the agency’s most successful period of winning new accounts.
Dave was then tempted back to New York by an offer to create a technology and telecommunications group for Grey Worldwide. This became known as darkGrey, a name created by Dave, and won the business of Oracle, Unisys and Nokia among many others.
The secret to Dave’s success was always a naturally strategic approach to the challenge of communications. Talk to any of the talented people Dave recruited to his teams and they will tell you how rigorous he was about not even trying to create advertising until the marketing and communications strategies were in place and agreed to by all parties. He maintained throughout his career with global ad agencies that this was the only way to truly evaluate success. It was never about creating the cleverest or most award-winning idea: it was about arriving at the right idea. But, not surprisingly, this approach saw Dave win just about every major creative award the industry had to offer. They were the result of the work never the goal.
Behind Steve Kraftsow’s success in the marketing/production world is a deep understanding of the strategic underpinning that all great advertising ideas must have.
Over the past 30 years Steve has worked closely with many of the advertising and marketing industry’s leading creative thinkers and strategists.
A renowned visual storyteller and inventive designer, director and editor, Steve has created targeted brand campaigns across multiple platforms for scores of the world’s most well known and imaginative brands. In his career he has worked with practically every global ad agency in New York.
He has also worked directly with major clients on everything from film production to large scale live event stagings.