David Gwyn is the President of French/West/Vaughan (FWV), the Raleigh, North Carolina-based independent PR, advertising, and digital marketing agency founded by Rick French. Gwyn leads agency operations on long-running consumer brand work including Wrangler — the brand's virtual product reviews, the "Can't Stop Country" virtual concert series on The Wrangler Network, and supporting the Professional Rodeo Cowboys Association's relocation of the National Finals Rodeo from Las Vegas to Dallas during the pandemic.
The Interview
Q: How has FWV pivoted since the pandemic began?
A: FWV has done a tremendous job keeping clients' marketing messaging and brand touchpoints moving forward. Using long-time client Wrangler as an example: we executed two virtual product line reviews with New York City media; we hosted a "Can't Stop Country" virtual concert series on Wrangler's digital platform The Wrangler Network; and we worked with the Professional Rodeo Cowboys Association to safely host this year's National Finals Rodeo in Dallas instead of Las Vegas. We are moving forward with most of our annual programming for brands, just in more creative ways.
I equate success in 2020 to a "first mover" mentality. Think of a restaurant that changed its business model to invest in outdoor seating, heaters, and a to-go ordering system. Those quick decisions and investments set the foundation for successful operations post-pandemic. The same is true in the agency business.
Q: How has the agency world changed due to COVID-19?
A: The agency world is a special lifestyle that offers a "profession with a personality." Without face-to-face collaboration, in-person presentations, and the ability to travel to brand-sponsored events, the agency world feels more like a job during COVID. While the work is still getting done — sometimes even better than ever — I know we all long to get back together, collaborate, and celebrate successful programs.
Q: With events like the Grammys, Olympics, and ACM Awards put on hold, how have brands shifted strategies?
A: The 2020 NFL Draft set the tone for how virtual "celebrations" have been handled. By having draft picks celebrate from home with friends and family, we saw a different side of these athletes via what they were wearing, how those around them reacted, and how they handled the news. Things are not the same, but event producers, media, and great brands are figuring things out. The long-term effect of the content from virtual events and related social media postings may indeed create more exposure than a traditional event would.
Q: How do you see FWV and agencies moving forward?
A: There have been incredible learnings this past year as far as how business gets done. While marketing strategies and principles are still the cornerstone for successful campaigns, creative execution will be more important than ever. Those ideas can come from any level of the organization. To me, that means deeper collaboration across all associates, and team leaders need to create an environment for those best-in-class ideas and executions.
Frequently Asked Questions
David Gwyn is the President of French/West/Vaughan (FWV) , the Raleigh, North Carolina-based independent PR, advertising, and digital marketing agency founded by Rick French . Gwyn leads agency operations on long-running consumer brand work including Wrangler — the brand's virtual product reviews, the "Can't Stop Country" virtual concert series on The Wrangler Network, and supporting the Professional Rodeo Cowboys Association's relocation of the National Finals Rodeo from Las Vegas to Dallas during the pandemic. The Interview Q: How has FWV pivoted since the pandemic began?
A: FWV has done a tremendous job keeping clients' marketing messaging and brand touchpoints moving forward. Using long-time client Wrangler as an example: we executed two virtual product line reviews with New York City media; we hosted a "Can't Stop Country" virtual concert series on Wrangler's digital platform The Wrangler Network; and we worked with the Professional Rodeo Cowboys Association to safely host this year's National Finals Rodeo in Dallas instead of Las Vegas. We are moving forward with most of our annual programming for brands, just in more creative ways. I equate success in 2020 to a "first mover" mentality. Think of a restaurant that changed its business model to invest in outdoor seating, heaters, and a to-go ordering system. Those quick decisions and investments set the foundation for successful operations post-pandemic. The same is true in the agency business.
Q: How has the agency world changed due to COVID-19?
A: The agency world is a special lifestyle that offers a "profession with a personality." Without face-to-face collaboration, in-person presentations, and the ability to travel to brand-sponsored events, the agency world feels more like a job during COVID. While the work is still getting done — sometimes even better than ever — I know we all long to get back together, collaborate, and celebrate successful programs.
Q: With events like the Grammys, Olympics, and ACM Awards put on hold, how have brands shifted strategies?
A: The 2020 NFL Draft set the tone for how virtual "celebrations" have been handled. By having draft picks celebrate from home with friends and family, we saw a different side of these athletes via what they were wearing, how those around them reacted, and how they handled the news. Things are not the same, but event producers, media, and great brands are figuring things out. The long-term effect of the content from virtual events and related social media postings may indeed create more exposure than a traditional event would.
Q: How do you see FWV and agencies moving forward?
A: There have been incredible learnings this past year as far as how business gets done. While marketing strategies and principles are still the cornerstone for successful campaigns, creative execution will be more important than ever. Those ideas can come from any level of the organization. To me, that means deeper collaboration across all associates, and team leaders need to create an environment for those best-in-class ideas and executions.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
