Not entirely sure which century this conversation took place in, but the answer has certainly held up nicely over the years. Two weeks to kick off the project, noodle on it, stress over it, come up with heaps of concepts, decide which three have the most promise (or which three suck the least), make the copy sound less salesy, and design the heck out of it all. Ah, those magical two weeks.
As I sift through brief after brief chock-full of segmentation profiles and mandatory personalization variables, my mind longingly wanders to the good old days of advertising. Well, the ones I’m old enough to remember at least. It was a special time for copywriters like me where a single headline spoke to everyone, not just this segment or that segment, and a righteous call-to-action (one, of course, that always included a phone number) was all you needed in order to claim your ad was “ef[Read More]
This year, GdB (Gabriel deGrood Bendt) turns 20. That means, the agency opened its doors just before the turn of this century and right at the cusp of the digital age. Since then, the shop has gone through more than its fair share of changes, including becoming part of Clear Night, a marketing services platform with a new office in the North Loop. Long-time agency creative director, Doug deGrood here ruminates on some of what he’s learned over the past 20 years.
Written by Brooke Nelson, organic social strategist at Rocket55
On a sunny Friday in June, the world of digital marketing converged on the Saint Paul RiverCentre for the annual MnSearch Summit: a one-day marketing conference that brings together marketing and business professionals from around Minnesota and the greater Midwest for a day learning from an elite lineup of keynote and session speakers.
I started my career at an electronics big box retailer, writing product signage and price tags for vacuums. Day in, day out, I boiled down features and benefits to a few short sentences and a handful of bullets. That was 20 years ago, but it taught me an unforgettable lesson: w[Read More]
Written by Roman Paluta and originally posted on The Drum
Being client-centered is something many agencies say but few truly live up to. Listen carefully to what your agency may be telling you. If as a client you’ve heard any one of these – worse yet if you’ve heard several – you’re probably in need of a change.
The Chief Creative Officer stares blankly at the Chief Financial Officer. The Managing Director talks about the state of the business. And the designers are looking at another new business pitch that will have them up late nights and working over the weekend. You need to hire. But do you have the revenue to staff up? Or the energy to outsource and maintain quality? Who is best suited to make those tough decisions?
Generally speaking, we’re all here to thread the needle between deliv[Read More]