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Show profile Hide profileCreative & Art Direction, General Office Management, Graphic / Web / Digital / Interaction Design, Direct Marketing (Print Media), User Experience & Interaction Design, Digital Strategy, Brand Management, Corporate, External Vendors, Large-Scale Campaign/Promotion Planning, Publishing & Editorial, Photo shoots & Set Design
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Sometimes Advertising means producing simple, factual, well written ads. Sometimes it means producing an outrageous idea that imparts little or no product information. There's a time and place for both.
I don't create art. I create design solutions that produce results.
After all, that's what you want at the end of the day. Design creates perceptions and influences people's views. Design differentiates one product from another, one brand from another and one company from another. The most successful companies are those that place the greatest emphasis on design throughout their organization.
We pass posters, read newspapers and magazines, see TV, hear the radio, see designer labels or tee shirt messages on the people we pass, see buses, get email, log on. Messages, messages everywhere we look. Some we remember, some we do not The crucial thing is - do we remember them for the right reason? If we remember an advertisement because of the idea but do not recall the product then the ad has failed. If we remember the product but it has no relevance to us then the ad has failed.
No matter how creative, no matter how different, if it isn't involving your customers in the brand experience then it is not cost effective. The best advertising is based on a creative market insight. It takes a single minded idea and consistently delivers to the target audience.
Good advertising can take a 'me-too' product and transform it into a unique and vibrant market leader. Sometimes that means producing simple, factual, well written ads.
Sometimes that means producing an outrageous idea that imparts little or no product information. There's a time and place for both.
Creative & Art Direction, General Office Management, Graphic / Web / Digital / Interaction Design, Direct Marketing (Print Media), User Experience & Interaction Design, Digital Strategy, Brand Management, Corporate, External Vendors, Large-Scale Campaign/Promotion Planning, Publishing & Editorial, Photo shoots & Set Design
--------
Sometimes Advertising means producing simple, factual, well written ads. Sometimes it means producing an outrageous idea that imparts little or no product information. There's a time and place for both.
I don't create art. I create design solutions that produce results.
After all, that's what you want at the end of the day. Design creates perceptions and influences people's views. Design differentiates one product from another, one brand from another and one company from another. The most successful companies are those that place the greatest emphasis on design throughout their organization.
We pass posters, read newspapers and magazines, see TV, hear the radio, see designer labels or tee shirt messages on the people we pass, see buses, get email, log on. Messages, messages everywhere we look. Some we remember, some we do not The crucial thing is - do we remember them for the right reason? If we remember an advertisement because of the idea but do not recall the product then the ad has failed. If we remember the product but it has no relevance to us then the ad has failed.
No matter how creative, no matter how different, if it isn't involving your customers in the brand experience then it is not cost effective. The best advertising is based on a creative market insight. It takes a single minded idea and consistently delivers to the target audience.
Good advertising can take a 'me-too' product and transform it into a unique and vibrant market leader. Sometimes that means producing simple, factual, well written ads.
Sometimes that means producing an outrageous idea that imparts little or no product information. There's a time and place for both.
