Interview with:enthusiastic synapses [shewchuk]
ADVERTISING
 | What is your specialty: creativity, contact, or research? Creativity. Looking at old problems with a new perspective. Lateral thinking, or zigging when the other guy (read: competition) zags. Trying to get beneath the surface of a communication problem to find a real solution and not just a "pretty" one. |
| Please list some brand names or clients that you have worked for. Many: direct work and via agency
Partial List ( no particular order): IBM, GM, Xerox, Tourism Canada, Scotia Bank, Aliant, Primus, Rogers, General Foods, GlaxoWellcome.... |
| Have you got a blog or web page? |
| What do your clients value more, strategy, creativity, design, or return of investment? It's about business first. So ROI heads the list. Creativity and design are useless in light of a poor strategy, so that comes second. |
| The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that? Creativity can be annoying too. It usually means looking at things in a different way than you''re used to: that annoys some people. On the other hand, when clients are afraid of truly creative work they tend to eviscerate the original idea. |
| How do you respond to the classic quote, "I love the idea, but right now's not the time"? I've never heard it put that way, but rather: "I love the idea, but can we change some things?" |
| How do you see the transition between traditional advertising and online advertising? Simplify |
| IMPACT! Is this the main scale for judging the work of an advertising professional? Impact and action. (either generating sales or modifiying a behaviour) |
| What advice would give to someone who wants to join the ranks of advertising? Learn about the world. Travel. Don't study award show work. Think. Find your individual voice.
Be yourself. |
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489 visits Whohub
enthusiastic synapses
Toronto / Canada
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99688 interviews created
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