Interview with:Arnie DiGeorge [arnied]
ADVERTISING
 | What is your specialty: creativity, contact, or research? Creativity |
| Please list some brand names or clients that you have worked for. The WHHSH Campaign for Las Vegas |
| Have you got a blog or web page? |
| What do your clients value more, strategy, creativity, design, or return of investment? All clients want return on investment. That's why they advertise in the first place. But they realize that creativity is a means to that end. |
| The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that? There is a ton of noise out there. Commercials are trying to break through that noise and be heard. So some of them will come off like a screaming child trying to get attention. The best ones are the ones that entertain you so much that you want to watch. |
| Can a bad advertising campaign sell well? Yes, if the product is great. If the product is great then just getting it attention will help the word spread. The trick is to put a great product together with great advertising -- then you have magic. |
| Which advertising agencies and directors seem the best to you at this moment? Wieden + Kennedy's Old Spice work is the best work out there right now in both the advertising and social space. They also produced the Write the Future work for Nike. So they are the shop of the moment. |
| How do you respond to the classic quote, "I love the idea, but right now's not the time"? I usually say, "So we're going to wait until someone else has done it, it worked, it's copied and then it's old?" Then it will be the wrong time again, just for different reasons. Missed opportunities are what hurts the most to creatives. |
| What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother? When it works with the consumer. |
| How do you see the transition between traditional advertising and online advertising? Ongoing |
| Are people in advertising paid too much? No. Guiding consumer mindsets requires a great deal of talent, energy and thought. |
| Is advertising merely spam? Not the good advertising. |
| What is your favourite thing about working in advertising and what is your least favourite? My least favorite thing is "people who don't make sense." They are everywhere and many of them are in advertising. My favorite thing is a great idea that is realized. |
| Do advertising festivals help to improve the industry, or are they only ways for the elite to pay homage to themselves? Sometimes you need to pay homage to yourself. Especially if no one else wants to pay homage to you. I think it's good to call out exceptional work. And sometimes the elite let the little guys in for some of the shine. |
| When you select an intern to work, what quality do you deem the most valuable? Passion |
| Brand names as generators of content hardly ever have success: is the online world different in this sense? When brands let go of the label the content feels like real content. It's the same in the online world. However, if the content is great, it has a better chance of passing the smell test. The smell of advertising that is. |
| Does the public buy the product or the product image? The public buys the image and ends up with the product. Hopefully, they aren't too far off. |
| Has your experience in qualitative research served in helping you discover new pathways or, more often than not, to kill good ideas? Research done right helps a great deal. |
| What are the main mistakes clients make in judging creativity? They look at it from their perspective and not their consumers. |
| Is it possible for someone in advertising to communicate well with people of other generations or cultures not their own? I would hope so. Since that is often their job. |
| In advertising, what is most effective, frequency or surprise? Surprise but frequent surprise helps. |
| Is a political candidate the same as a product? Yes |
| How do you explain the way in which some brands have been able to expand so widely and rapidly without advertising? Are the laws of marketing changing? The truly great products can transcend anything. But there aren't may of them that can do it without some form of marketing. |
| What advice would give to someone who wants to join the ranks of advertising? Live it or find another profession. |
| 
595 visits Whohub
Arnie DiGeorge
Las Vegas
|
95592 interviews created
![[arnied] Arnie DiGeorge](http://www.whohub.com/_pics/42782.jpg?1337206682)
INVITE YOUR FRIENDS