NYCAFounder, Michael Mark, was interviewed as part of SHOOT’s end-of-the-year recap featuring POVs from industry leaders. Read the full article here.
By Meghan Tetwiler, Brand Planner @ NYCA How should a brand connect with today’s sophisticated consumers? Over the course of a few short decades, the playing field for brands has changed dramatically. Believe me, Hollywood’s depiction of Mad Men martini lunches and chain-smoking brainstorming sessions is no longer an advertiser’s reality. With their fingertips on the Internet and mobile phones, today’s consumers have access to quickly retrieved information, are in control of when/where/how they receive content, and are more discerning about the information they consume. This increase in consumer sophistication... Read The Rest →
By Michael Mark, Founder I make lists, helps me remember, helps me act, helps me feel worthwhile. I check the item off and feel that sense of accomplishment until the next item I need to do challenges that feeling and round-and-round I go. Human doing. But sometimes, the instant act, no planning, no thought, is wonderful, too. What inspires it? Hopefully a good thing – love, generosity, beauty, gratitude. You become inspired and you act, no to-do list, just pure offering. And the energy is big and true! You know... Read The Rest →
By Michael Mark, Founder Dr. Evil had it right when he said to his Mini Me, “You complete me.” Healthy interdependence is a wonderful and productive state for people and brands. (Must have worked for the villains, the Austin Powers films have pulled in $670 million. Wahahahaha!) This vulnerability is a challenge. It’s the craftsperson’s nature to create with all the details buffed and shined. But if they want their work widely appreciated, they must build a connection point – a place for buyers to grab hold. This is true... Read The Rest →
By Michael Mark, Founder Here’s a little story about advertising within a story about truth. Our client, Ryan from the UK, sent it to us. I like this very much for the inspiration to remember we are creating products and communications that have to work hard in the marketplace. We too often get caught up in the success of a meeting and yield to our own desires, too far from the needs of the consumer. In that smaller meeting room with internal agendas, we can unknowingly get smaller-minded, choke off... Read The Rest →