5 Minutes with... Michael Haje
Before founding creative agency 77 Ventures in Nashville and production company Boomshot, headquartered in New York, Michael Haje kicked off his career at agencies that put ‘creative’ first. This eventually led him to JWT, where he became the leading creative in their spirits department, working closely with clients like Smirnoff, as well as non-spirits brands like Rolex.
Combining his love for advertising and spirits, Michael helped design, develop and market the brand Wyoming Whiskey, which remains an important client of 77 Ventures to this day.
As well as spirits, 77 Ventures was started with a focus on sports, thanks to an ongoing partnership with ESPN. Specialising in ‘creative, fast-moving TV and campaign-driven work’ the agency has now brought its passion, knowledge and insights beyond the realm of these two genres to create “killer creative work” across the board.
Speaking to LBB’s Ben Conway, Michael discusses his creative and leadership journeys so far, the most influential advice he’s received, and recent work that has made him proud.
LBB> When did the possibility of working in the advertising world appear to you? Have you always been creative? How was your journey into this industry?
Michael> Growing up, most of my family were lawyers, but I never felt like that would be me. I learned about the advertising world through Barbara Feigin, a big deal at Grey, who was in my life. She was always interested in what kids thought about things and explained the agency environment to me, and it sounded like fun. I was lucky to start my career at ‘creative’ shops – Angotti, Riney, and Fallon were in it for the creative, and I still am.
LBB> What’s the most important lesson/piece of advice you received early on in your career? How does it influence you and your work today?
Michael> ‘People do what they do’.
If I encounter a problem or challenge, I will look for a creative solution. That’s different than how an engineer, lawyer, herbologist, or finance person will approach things. This advice is a reminder to see things from another person’s perspective, and can also be handily used as a zen, throwaway line to help explain some of the crazy decisions, actions and directions that humans make.
LBB> Before founding 77 Ventures and Boomshot, you led JWT’s spirits department – what learnings did you take from that time?
Michael> While at JWT, I had the chance to work with top global brands (Smirnoff and Rolex) and see different types of leadership, presentation and new business styles. My time there also convinced me that I needed to start my own agency.
I wanted to get into the innovation and new product development side of the spirits business, be more creative and entrepreneurial, and work in smaller groups.
LBB> 77 Ventures also works with spirits – Wyoming Whiskey being one brand partner. How has this sector changed over time?
Michael> We were working with Wyoming Whiskey before there was a distillery or whiskey. The chance to create a brand from scratch – lead design, product development, advertising, and marketing – and be part of an entrepreneurial, start-up company was a once-in-a-lifetime opportunity.
With Edrington becoming majority shareholder in 2023, we are on to a new chapter and opportunity for Wyoming Whiskey and the agency. Combining Edrington’s skills in crafting exceptional ultra-premium brands (Highland Park, The Macallan) and 77’s creative, content and design strengths to make Wyoming Whiskey the next great American whiskey brand.
Whether a big or small spirits brand, the fundamentals are the same: develop a compelling brand story and provenance, killer design and, hopefully, delicious booze.
LBB> Sports is 77 Ventures’ other big market – you’ve created work for Nascar, ESPN and other sports media companies. Was this always the plan? How is the agency set up to excel with these sporting and media brands?
Michael> We originally built 77 Ventures to serve ESPN. Creative, fast-moving TV and campaign-driven work that flexes our sports passion, knowledge and insights. Turns out, that model and creative style works for lots of sports (and non-sports) brands.
LBB> Who or what in the industry inspires you?
Michael> I’m rooting for and inspired by independent, creatively focused agencies in any form, from Wieden (on the big side) to Lafayette American in Detroit to Preacher in Austin.
LBB> What was your first professional project and what are your memories of that? And what was the project or piece of work that you felt really changed your career?
Michael> My first project was working on Foster’s Lager ‘Australian for Beer’ campaign at Angotti, Thomas, Hedge. It taught me the power of creativity and that a beefy media plan can open markets, make a brand and sell a lot of Foster’s oil cans.
Our ‘What if I Told You’ campaign for ESPN’s 30 for 30 documentary series changed things for 77. We did 100+ films worth of advertising and promotion that helped us build our company and gave us a client/campaign calling card that everyone had seen and knew had an impact.
LBB> What’s the most challenging aspect of your day-to-day? How do you lead your team through difficult or stressful times?
Michael> Running an agency and creatively leading in a more virtual working world. We stick to answering the brief and doing killer creative work. So, no matter the challenges or stress, we are all heading in the same direction.
LBB> What’s a piece of work that has recently made you proud? Tell us a bit about it!
Michael> Our ‘Always Forward’ campaign to celebrate NASCAR’s 75th Anniversary allowed us to get beyond the next season and next race and tell a story about the sport’s history and future.
The launch of Wyoming Whiskey’s The Grand product allows us to show our design, advertising and content chops and spend summer shooting in the national park while benefiting the Grand Teton National Park Foundation.
LBB> Outside of work, what do you do to decompress or stay fresh? And what motivates you in work and in your life?
Michael> Spending time in the woods. Pulling the next thing off.
