I see Red, You see Orange – Understanding the Creative Vision
By Lynne Roswall, V.P./Director of Production Back in the dark ages of the ‘90s, loose tissues & marker comps forced Creatives and Producers to discuss a campaign’s creative mandatories, thoroughly. We Producers had to understand what those squiggly stick figures were doing, confirm the swipe used was ‘exactly right,’ vs. ‘kinda-sorta right’ and help decipher what that ‘weeping-willow-looking thing’ was in the corner. Asking questions about the ‘campaign’s vision’ allows the Producer’s creative juices to flow about how best to produce ideas into cost-effective, engaging, consumer-facing work. It also helps... Read The Rest →
The big idea isn’t dead; it’s just smashed into millions of itsy bitsy pieces.
By Michael Mark, Founder The most dramatic change since I started in advertising is the big idea. In the hallways and conference rooms, that’s all you heard: “You got a big idea? Client is demanding a big idea.” We would work nights, weekends, lunches, coming up with the single-minded, iconic, brain-straining idea that would be the center of all the work. Now the big part of the big idea is that it would have to be so insightful, so expressive that it could be long lasting in the marketplace. That’s... Read The Rest →
You gotta trust your advertising agency
By Michael Mark, Founder I am taking off my shoes and walking over to the fire. I want you to hold my feet to the flames. I am to be held accountable. If this is kinky to you, let me tell you it is business to us. We do what we say, we say what we do. This way no one gets burned. Yes, we’re an advertising agency. We think there are others like us out there. But when the Gallup Poll does an integrity survey and our industry ends... Read The Rest →
What is creative?
By Michael Mark, Founder The first question I ask all NYCA candidates in all departments is this question, right after what they are passionate about. Makes for a good conversation and lets them know two things: that they are responsible for being creative and the answer “something cool” will get them a job next door. Not here. For us the answer is simple. Not easy mind you. It’s what the agency is built on. We create growth in the marketplace. So any idea or execution that is powerful enough to help... Read The Rest →
THE RECESSION: DON’T GO IT ALONE
By Michelle Edelman, president @NYCA We recently conducted a survey among top US marketers. We wanted to know how they were faring as the Great Recession drags on. We’ve witness declining media spends and our sample of $100+ million companies was no exception. 58% had reduced media expenditures and 79% had slashed their production budgets too. 19% of our sample reported significant change in their marketing strategies as a result of the economy. 69% of these top marketers were experimenting with new ways to get their messages out and sway consumers.... Read The Rest →
