Sue Disler has more than 20 years of experience in the advertising and marketing as a designer (and sometimes coder), art director and strategist, the last 16 largely dedicated to digital. Currently, she is head of digital at New Media Publishing. Email her at , follow @suediz on Twitter or find out more on Linkedin.
Sue Disler has more than 20 years of experience in the advertising and marketing as a designer (and sometimes coder), art director and strategist, the last 16 largely dedicated to digital.
Her journey has stretched from Lintas to Ogilvy, the award-winning tinderbox (one of the South Africa's first interactive agencies), to six years on her own at Dizzo and back into advertising at DraftFCB, and she now finds herself ensconced at New Media Publishing, working with editorial teams and collaborating partners to create (and effect) multiple channel content strategies.
With a Graphics & Contemporary Society Certificate from the University of New South Wales, College of Fine Arts, Sydney, Sue has (for her sins) worked across numerous retail, vehicle, alcohol, medical, financial and media brands such as: Ackermans, Audi, BAT, BoE, BP, City Press, Cosmopolitan, De Beers, Deutsche Bank, Die Burger, Distell, Eat Out, Financial Mail, FNB, Ford, GQ, House & Garden, IOL, Johnnie Walker, Landrover, the Loerie Awards, Media24, Mediclinic, Mercedes Benz, Momentum, MultiChoice, Nedbank, Old Mutual, Plascon, Santam, Sanlam, Spur, Sterns, Sun International, Telkom, VISI, Vodacom, Volkswagen and Woolworths.
Career highlights include winning a few Loeries, a SPADA, an NTVA Craft Award, some Bookmarks and Picas. She launched SA's first cyber novel, Trekking to Teema, by satirist Pieter-Dirk Uys, has judged Loeries and the Bookmarks and is a contributor on Bizcommunity.
[Sue Disler] What an interesting dilemma it was for me moving into publishing almost three years ago. The glossy was HERO and digital was a very, very bad word indeed. But I was excited that, for first time, I could really get to grips with CONTENT. In advertising that's the missing, quintessential link. In order to understand where I am headed here, let me contextualise my thinking by way of illustrating a historical, time-stamped journey of sorts.
[Sue Disler] That was my first reaction when Bizcommunity's editor Simone Puterman requested an article predicting 12 trends for 2012. A "trend" is defined as "a general tendency, movement, or direction". In my honest opinion, what most people will be purporting as trend is merely (if you analyse it properly), new and improved technology and ideas.
I think the point is that we have got used a certain way of navigating digital content, how we view it and think that's how it should be. The belief that this is the best/safest/proven route to follow, dictates print-like interfaces and explains why most sites (not only news sites) look the same.
I agree, HTML 5 should (hopefully) pave the way to breaking this mould and allow designers to explore more intuitive ways of presenting content... Flipboard (an app for iPad) is a great example of the potential for future ways of reading the news.
[Sue Disler] Recently a number of news websites around the world have gone through a redesign, including in a few in South Africa. You will notice this kind of site tends to get a redesign far more often than its print counterpart - the reason being that it is consumed 24/7 and, even though the content is refreshed continuously, users can quickly tire of the same look on a daily basis. Or so they say...
[Sue Disler] A throw-away comment from Richard Mulholland, “We live in a pimple in the arse end of Africa,” in his hysterical presentation on the side effects of Social Media at Net Prophet 2010, really got me thinking…and I hope too, the 800-odd entrepreneurs, developers, investors and marketers attending.