Nona Carson [socialk]
What is your specialty: creativity, contact, or research?
Creativity; but research helps fuel ideas!
Have you got a blog or web page?
What do your clients value more, strategy, creativity, design, or return of investment?
The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that?
The vehicles that deliver them are often intrusive. We don't invite them in; therefore, we're not in the right frame of mind to receive them. Also, the word "annoying" is subjective in terms of content. What is annoying to one person may be entertaining to another.
Can a bad advertising campaign sell well?
Creatively bad? Yes. If there are other influencing factors such as low product price or the campaign is so bad that it goes viral. However, a bad advertising campaign can not brand a product or company well and that has lasting negative sales impact.
How do you respond to the classic quote, "I love the idea, but right now's not the time"?
If not now, when?
What brings you the most satisfaction: when your advert pleases your boss, your client, your friends, or your mother?
e. None of the above (the intended audience!)
How do you see the transition between traditional advertising and online advertising?
I see it more as "integration" as opposed to a "transition." For example, a social media strategy should not necessarily replace a brand's traditional media efforts, but should be integrated with them. Dollars may need to be shifted, resources re-aligned, etc. but it's not necessarily an "all or nothing" mindset and they can support each other. Having said that, it's important to go where your audience is and if traditional media no longer reaches them, then a stronger online presence may be called for.
Are people in advertising paid too much?
As compared to who?! lol
Is advertising merely spam?
It's not "merely" spam. It's the highest glorification of spam. Seriously, much of it is unwanted and unsolicited...so the content needs to be engaging and honest. (Bonus points for entertaining.)
What is your favourite thing about working in advertising and what is your least favourite?
Favorite: Having "creative inspiration" as a part of my job. Ex: Waking up a 7am on Mother's Day morning, grabbing my iPad and writing down the killer tagline that shot into my head.
Least: Due diligence. I just want to be creative. Reports and bookkeeping be damned. ;)
Does the public buy the product or the product image?
Good branding + good product = sales
Good branding + bad product = no sales
All of the branding in the world can not help a bad product. Bottom line: it has to deliver on the brand promise. The product image is only a part of that promise.
Has your experience in qualitative research served in helping you discover new pathways or, more often than not, to kill good ideas?
Ah...definitely new pathways! I love research and consider it akin to looking for a pearl in an oyster. You never know what someone might say that takes you down a completely different line of thinking. If the idea is truly "good" in the sense that it accurately portrays/embodies the brand, then research can help bolster and improve upon it.
What are the main mistakes clients make in judging creativity?
They think that if they like it, their target audience will like it.
They compare it.
They over-think it.
So...it's up to us to establish creative criteria up front!
Is a political candidate the same as a product?
They are the brand, yes.
What advice would give to someone who wants to join the ranks of advertising?
Study hard. Work harder. Leave your ego at the door. Feed your brain daily. Laugh a lot. Be honest.