For 18 years, Park Howell has been the owner and chief storyteller of Park&Co, an advertising agency in Phoenix, AZ that exists to build movements that matter.
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Storytelling wins again for three great causes at 2012 ADDY Awards
(This article first appeared in our recent agency newsletter: Flashpoint) Advertising award shows are typically fancy schmancy events full of drinking, schmoozing, and inflated egos. But there wasn’t a whole lot of the latter at this year’s Phoenix ADDY Awards. This annual showcase of the city’s most creative advertising left everyone here at Park&Co raising a glass to thank everybody for the love they showed our nonprofit work. The event, held at The Duce, an industrial open space in downtown Phoenix, recognized the ...
New TV spots for Goodwill of Central AZ explore your donation options
The heros in our new 30 second TV spots for Goodwill of Central Arizona are people donating their clothing and household items. We follow their journeys navigating the many tempting options to dispose of their goods, including the convenience of throwing them away or dumping them in curbside donations bins – many owned by questionable for-profit entities that take your items out of state. Our first spot follows a boy as he finds a new home for his Teddy Bear. The second ...
Is your neighborhood donation bin laundering your clothing to for-profit retailers?
"Clunk, slam!" is the hollow thanks you get when a collection bin devours your donated items. You may think that the sack of clothes you just stuffed through the metal orifice is going to help a charity. Chances are, it won't. More likely, your kind contribution will line the pockets of a for-profit thrift operator. There is no real donation involved – presenting something as a gift, grant or contribution – although the for-profit entity that hoodwinks you out of your ...
How we made Goodwill the Official Sponsor of Halloween
Halloween is the one night when normal rules don’t apply. When the kid in all of us gets that rare chance to be anything he or she wants. It’s also one of the biggest sales opportunities of the year for Goodwill. In the thrift industry, October is one of the largest months for sales. It’s the equivalent to Christmas for general retailers. This year, Park&Co puts Goodwill at the epicenter of fall fun and creativity with the “Official Sponsor of Halloween”campaign. The fun ...
An empty box full of buzz about Goodwill of Central Arizona
I am fighting every urge to tell you the cliche of thinking outside of the box when it comes to telling your brand's story. But we couldn't help ourselves when we came up with this simple idea for Goodwill of Central Arizona. Send an empty box to homeowners with directions to their nearest Goodwill donation center, and watch the word of mouth buzz fly. Renown WOM guru, Andy Sernovitz, recently featured this story on his, "Damn! I wish I'd Thought of ...