Me, Kenny Loggins & Reinvention

Lisa Proctor & Kenny LogginsJust had dinner with one of my favorite people on the planet— Kenny Loggins, an extraordinary artist and even more amazing man.

Kenny and I first met more than a decade ago when we worked together on a renewable energy brand; Green Mountain Energy. My job as a creative director was to craft the voice of the brandand I created TV spots, print ads, radio commercials, event messaging, direct response and more. Kenny, a passionate environmentalist, was the brand spokesperson. With Kenny’s help, our creative team did some stunning work—growing from zero customers to more than 500,000 in just a couple years, building demand for wind power and receiving an international Financial Times Award for Best Marketing.

Those were years filled with passion and purpose. Today as president and creative director of my own Minneapolis/St. Paul based advertising and marketing agency that specializes in green marketing, wellness advertising and social change, I feel that same passion. So does Kenny.

Marketing is about adaptation. Evolution. And reinvention. Kenny taught me much personally and professionally during our years working together. And he is teaching me still, as he adapts. Evolves. And reinvents—always following his heart. Always following the creative juice.

The juice for him now is his new band, The Blue Sky Riders. This trio of gifted and accomplished singer-songwriters are creating a sound that is authentic, unforgettable, alive…and well, supremely juicy. These artists are now stepping forward in their new Huffington Post blog and giving voice to a message that amplifies their music. Check out Kenny’s first post.

His body of work for more than 30 years has proven to be a soundtrack for our lives. Today is no different as he speaks to the power of reinvention, the gifts that emerge from unexpected change and the beauty of rediscovering ourselves. Again. And again.

Talking with Kenny, I know that whatever the future brings, I can dance my way through it. Let go. And always simply cut Footloose.


Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

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