Interview with:Jay Greene [medina]
ADVERTISING
 | What is your specialty: creativity, contact, or research? Our specialty is the value of our creative concepts. More than the medium, our team focuses on creating a powerful message. |
| Please list some brand names or clients that you have worked for. We have worked for Spike Lee, 40 Acres Film Productions and The British Basketball Association. |
| Have you got a blog or web page? |
| What do your clients value more, strategy, creativity, design, or return of investment? It's impossible to segregate the four elements. In a perfect campaign, strategy, creativity and design all work together to create an impact that gives you your return of investment. |
| The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that? Creatives often sacrifice the integrity of the concept or an idea to create something that stands out. But this is the wrong way to go about it. This strategy confuses loud advertising with effective advertising. |
| Can a bad advertising campaign sell well? Yes. It's like the maxim "it's so bad that it's good." Some advertising is so bad that it creates a cultural spectacle and generates brand recognition for the client. In these cases, you have bad advertising that has inadvertently done it's job well. |
| Which advertising agencies and directors seem the best to you at this moment? Right now, my favorite is Crispin Porter + Bogusky and their work this year with Burger King. They have shown an intuitive understanding of new media and how to use it to support a campaign. |
| How do you respond to the classic quote, "I love the idea, but right now's not the time"? I respond by listening to the client and trying to understand why they feel now is not the right time. Before I can accurately respond with reasons why right now is the right time, I have to make sure I thoroughly understand their position, their business and industry conditions that lead them to feel the way that they do. Once I understand that, I can advise them as to wether or not now is the right time and why. |
| What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother? None of the above. It's most important that an advert please it's intended audience: THE CONSUMER. |
| How do you see the transition between traditional advertising and online advertising? Right now the most effective campaigns are ones that use an integrated strategy to capitalize on the strengths of each of the media platforms, using traditional and online media together. |
| Are people in advertising paid too much? No. We're paid based on the value of what we do and what our creative concepts can do for a brand. |
| Is advertising merely spam? Good and effective advertising actually informs, entertains and connects with its audience just as much as any other form of media. |
| Have you ever felt cheated by adverts? No. |
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Jay Greene
New York
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