Mark Trueblood [marktrueblood78]
What is your specialty: creativity, contact, or research?
Compelling strategies, concepts, and writing.
Please list some brand names or clients that you have worked for.
Greater Miami Convention and Visitor's Bureau, Sherwin-Williams, Kissimmee Convention and Visitors Bureau, La-Z-Boy, Joann McPike, ACLU, United Way
Have you got a blog or web page?
What do your clients value more, strategy, creativity, design, or return of investment?
I'm currently blessed with clients that appreciate all of the above. I do think that most of them put too much emphasis on appeasing their internal political machines rather than talking to the consumer in the best way possible.
The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that?
Because clients will produce the advertising that they want to produce. Sometimes it's smart and creative, sometimes its not. As an agency, it's up to us to provide the best solutions possible, know how to collaborate well, and know when to walk away.
Can a bad advertising campaign sell well?
Yes. The product might be innovative or clever. Or the discount may be especially compelling. People might be attracted to the brand itself, whether the ad campaign is bad or not.
How do you respond to the classic quote, "I love the idea, but right now's not the time"?
That might be perfectly fair, if there are budgetary concerns or other variables. If there's not, then I would emphasize that an agency or a brand should always put their best foot forward, because the competition probably isn't waiting around.
How do you see the transition between traditional advertising and online advertising?
Not sure there is a big transition necessary. Online just gives us more tools to compellingly communicate the role of our brand. Agencies and clients are struggling with this, because they don't want to spend the time or the money to learn about the new tools. There is also some hubris involved, i.e. "I'm great, and this is the way I've always done it, so why should I change."
Are people in advertising paid too much?
Nope. I think innovative ad agencies are punished by compensation models that pay for time, but not results.
Is advertising merely spam?
Bad and mediocre advertising is spam. Actually, I consider it an assault on the general public.
Advertising done properly brings entertainment, inspiration, and a feeling of self-improvement and/or connectedness to people's lives.
Have you ever felt cheated by adverts?
Do advertising festivals help to improve the industry, or are they only ways for the elite to pay homage to themselves?
A little bit of both.
Does the public buy the product or the product image?
Depends on the product.
Has your experience in qualitative research served in helping you discover new pathways or, more often than not, to kill good ideas?
Research can be wonderful at providing insights for creating advertising. But it is terrible at judging concepts that have already been created.
What are the main mistakes clients make in judging creativity?
Putting their personal taste and internal political situation over the wants and needs of their consumers.
Is it possible for someone in advertising to communicate well with people of other generations or cultures not their own?
Advertising people who cannot do this should find another line of work.
In advertising, what is most effective, frequency or surprise?
Is a political candidate the same as a product?
A political candidate is a brand, same as a product.
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?
A brand is just a story about a product. Some stories get told through advertising, some choose other methods. It has always been this way.
What advice would give to someone who wants to join the ranks of advertising?
Learn all the rules, and then break them.
Miami, Florida, USA