Archive for the ‘Advertising’ Category

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Designing the future.

March 1, 2011

Last week I had the privilege to sit down and talk creative strategy, critical thinking, and innovative ideas with two junior visual communications classes at the Herron School of Art.

A close friend of mine from high school, Professor Jeff Tzucker (wow, does that sound funny) invited me in to “critique” the work his and Marcia Stone’s students were presenting this week to their clients. They had all been separated into groups, “small agencies”, and were paired with real clients looking to re-brand, in some cases launch a brand, and get their message out.

I got a little of what I expected and a whole lot of the unexpected. I expected to see creativity in visual form. And I did. There was some serious eye candy. I expected to see some students fighting the internal struggles of what to do and how to do it. Check. And I expected to feel the fun and excitement of being back in a college setting. Check there too. I witnessed a Cheez-It run, a tub’o’animal crackers, and lots of amazingly cool style. I was thankful, unlike my college and fraternity experience I was not overcome by the smell of cheap whiskey and waffles. (That will be a blog for another time.)

What I didn’t expect to encounter was the unbelievable amount of strategic thinking and prepping before the designs were created. These students knew their intended audience, they understood their client and clients’ personalities, and they knew their creative vision would only be worth it’s salt…if it worked hard to achieve a measurable result.

This is an obvious reflection of Jeff and Marcia’s guidance but also that young, fresh, and curious mind working hard to discover, process, and digest information. It always seems that no matter how many times I step back in the classroom, I always leave feeling refreshed myself. And thankful that I have pursued a career in an industry that changes daily and critical and strategic thinking is a must.

The future is bright for our industry.  With young people like the ones at Herron, there will certainly be no shortage of ideas, innovation, and intelligence joining the creative landscape in the next couple of years.

“You see things; and say, “Why?” But I dream things that never were; and say, “Why not?”
George Bernard Shaw

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Content is king.

February 9, 2011

Being in the advertising and communications world, I often get asked by my family and friends what advertising I like the most and why. To me, it is much more than clever post work, a new technology, or a catchy jingle. And whether I am reading a blog, watching a TV spot (right who does that anymore), tweeting, or even looking at brand packaging on my favorite beverage, content is king.

This past Super Bowl is no exception. Sure I liked the Volkswagen Darth Vader spot and the Doritos finger licker, but for the most part, they all fell short. They weren’t clever, they didn’t make me think, laugh, or remotely want to buy what they are selling. And in the economic market we are still cruising through and the fact the world is moving more towards mobile and 140 characters or less thinking, I wanted short, sweet, and smart content.

With QR Codes, interactive video, and social media continuing to take its place in the communication du jour space, I am excited and a little concerned.

I don’t want to see effort ruined by poor writing, bad creative, and content best left in a trash can all because of the rush to try something new. Don’t excite me by putting a QR Code on your business card only to send me to your contact information…AGAIN. Don’t tease me with a great tweet and then drive me to a page that looks like I should be on a VIC-20 (young readers click the link, your flash drive has more memory.)

All in all the things we remember, enjoy, engage with, and ultimately own are because we made a connection with the content. There was something that stirred a response in us that made us take action.

What are some great or not-so-great examples you have seen recently?