Raechelle Dias [raechelledias]
What is your specialty: creativity, contact, or research?
I do both creative and research. GJA communications is a full service communications agency.
Please list some brand names or clients that you have worked for.
Jaylor, Flora Di Menna Designs, MSAC, Grow Guelph, Alberfoyle Springs, Canada's Outdoor Shows, Canadian Tire, Don's Produce, Duke University, OCAS, University of Guelph, Vintex, Tacoma, Stone Road Mall and more.
What do your clients value more, strategy, creativity, design, or return of investment?
Our clients value creative design that is founded in solid strategy that leads to a great return on investment. These elements should all feed into eachother and not seen as separate elements, but rather essential layers to creating a complete campaign.
The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that?
I'm not sure most ads are annoying, but essentially the purpose of an ad is to garner attention and to be memorable. Most people remember those annoying ads:D. Also, as much creative control as an agency would like to have, the creative process is a collaborative process between agency and client.
What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother?
Pleasing my mother is nice since she's the one who put me here; pleasing my boss is sweet since she's the one that keeps me employed; but ultimately, it's the client that needs to love the advert and be proud to have it communicate their brand.
How do you see the transition between traditional advertising and online advertising?
Two words: social media.
Are people in advertising paid too much?
I believe there is a perception that people in advertising are paid an enormous amount, but the reality is that the 'Mad Men' days of advertising are over. In those days, we're referring to '50's and '60's, with the advent of television and the boom in consumer spending, advertisers were paid a great day. However, this is no longer the reality in the industry. Budgets are increasingly smaller and so are accounts.
Have you ever felt cheated by adverts?
I think that social media is now keeping everyone a bit more honest. It use to be that one would have to take an ad or a campaign at face value. Now, a few minutes on-line reveals reviews, real-time conversations and posts that can't be controlled or monitored by advertisers. I think it's creating a deeper level of transparency which is win-win for everyone.
Does the public buy the product or the product image?
Perception is reality, initially the public buys into the product image, they only keep buying it however if the product is good.
Has your experience in qualitative research served in helping you discover new pathways or, more often than not, to kill good ideas?
Again, this goes back to the same question about creativity and return on investment. Qualitative research and great creative are not mutually exclusive, they go hand-in-hand. It is important to have solid research into a client's business, their goals, their competitors and their business culture before creating any adverts for them.
Is it possible for someone in advertising to communicate well with people of other generations or cultures not their own?
With thorough research, you can communicate with anyone. Generational and cultural sensitivities need to be understood, but once they are, you're good to go.
In advertising, what is most effective, frequency or surprise?
Surprise is always great as the initial impact, it's usually the reason people share the ad. With so many ads everywhere, the only way to keep at the forefront of people's minds is through frequency. Again, this is where social media is fantastic. It's a cost-effective way of continually maintaining contact with your audience.
Is a political candidate the same as a product?
Absolutely not, too many politicians have forgotten their main objective should be civil service and duty. They're role should not be reduced to being a product. They're decisions impact so many lives, usually ones they themselves can not relate to as they're always insulated in a bubble of protective elitism. If someone doesn't like your soda they can easily stop purchasing it, for a new leader, we have to live with them for four years before we can select a new one.
What advice would give to someone who wants to join the ranks of advertising?
Stay in school, learn, absorb, listen and watch. Don't be afraid of making mistakes, admit when you're wrong and leave your ego at home. It's a great industry to be in if you're bright, ambitious and creative.