Interview with:NewUser [bdiakow]
ADVERTISING
 | What is your specialty: creativity, contact, or research? creativity |
| Please list some brand names or clients that you have worked for. General Motors, Audi of America, Hormell, National Beverages, Eveready Batteries, Campbell Soup, PGA Tour |
| Have you got a blog or web page? www.creativehotlist.com/r-diakow |
| What do your clients value more, strategy, creativity, design, or return of investment? creativity & strategy |
| The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that? "Creativity" sometimes looses focus of the purpose of the ad. Additionally, design that doesn't communicate isn't very useful. Adversely, ads that to excite or engage are also a waste of space. It is this fine balance of communication and art that create successful ads. |
| Can a bad advertising campaign sell well? Depending on the description of "bad". |
| Which advertising agencies and directors seem the best to you at this moment? Agencies that offer strategic solutions that not only support the brand strategy and message, they communicate it an engaging way that specifically to the target market. An agency that come to mind is Modernista. |
| How do you respond to the classic quote, "I love the idea, but right now's not the time"? It is our job as professionals to be proactive and to supply our clients with ideas that can help them. If an agency has the trust of a client most really good ideas that are on target will eventually see the light of day. Because of the current economy, many companies are having to do more with less and there inevitably will be some very good creative that gets shelved. |
| What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother? The bottom line to our business is that when clients sales increase they are virtually always happy. The challenge we face is to be able to accomplish that task in an engaging manner that supports the brand while still engaging the audience. When that happens clients are happy as well as the people that created the work. |
| How do you see the transition between traditional advertising and online advertising? One is the past and one is the future adn presently we live in bothe worlds during the transition. |
| Are people in advertising paid too much? I believe that is quite a wide range in salaries in advertising as it is. I think that you are going to see a larger separation between the innovators and the ones that can seem to adapt to technology as time goes on. I also think that top salaries will level off as smaller technology companies become a larger factor in the industry. |
| Is advertising merely spam? No, not when done correctly. |
| Have you ever felt cheated by adverts? No |
| What is your favourite thing about working in advertising and what is your least favourite? The enjoy the excitement and ever changing technology. I don't however like working with clients that are not open minded. |
| Do advertising festivals help to improve the industry, or are they only ways for the elite to pay homage to themselves? I am not sure the festivals do much to improve the industry. They do inspire some people inspire themselves though. |
| When you select an intern to work, what quality do you deem the most valuable? Willingness to learn and desire to improve themselves. |
| Brand names as generators of content hardly ever have success: is the online world different in this sense? The online world, especially social media will generate content as more people are involved with blogs and forums discussing the traits of brands. However, I do not think that branding completely can be tracked to the incremental sales of brands. |
| Does the public buy the product or the product image? Depending on how strong the brand is. |
| Has your experience in qualitative research served in helping you discover new pathways or, more often than not, to kill good ideas? A little of both |
| IMPACT! Is this the main scale for judging the work of an advertising professional? It is only one. Others are engagement and brand sustainabilty throughout campaign. |
| What are the main mistakes clients make in judging creativity? Not knowing what the purpose of projects are and judging only on execution not on strategy. |
| Is it possible for someone in advertising to communicate well with people of other generations or cultures not their own? Absolutely! |
| In advertising, what is most effective, frequency or surprise? Depending on the product as well as the goals of the project. |
| 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? With the development of social marketing the the internet, you will see an increase and effectiveness in grass roots level marketing especially in products ansd services that rare specific to a younger audience. |
| What advice would give to someone who wants to join the ranks of advertising? Jump in with your eyes and ears open an be wiling to learn as much as you can as fast as you can. |
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