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 Creative

Agency friends spin to win office swag and aid charity

February 01, 2012

In advance of Marcus Thomas's planned 2012 move to a larger office space, the Cleveland-based marketing and PR firm got rid of 10-years worth of accumulated clutter in a creative way that also benefited the Akron Children's Hospital Fund.
 

JWT hires chief creative officer, chief integration officer

January 12, 2012

JWT named Jeff Benjamin chief creative officer for North America, the WPP-owned agency network said on Jan. 11.
 

Incentives can fuel the idea

Flora Caputo, VP, executive creative director, Jacobs Agency January 10, 2012

Incentives are often the lesser concern when developing a direct marketing campaign, but can help companies make headway in getting in front of prospects.
 

AKQA promotes insider to executive creative director

January 09, 2012

AKQA promoted insider Pierre Lipton to executive creative director, effective Jan. 9. He will report directly to AKQA CCO Rei Inamoto, said Katy Zack, AKQA's marketing and PR manager.
 

Choose your words carefully

Nancy Harhut, chief creative officer, Wilde Agency January 03, 2012

In copywriting, as in Scrabble, some words are worth more than others. Whether you're writing an email, banner ad, print ad, letter, postcard, art card, radio spot, brochure or tweet, the words you choose can make all the difference.
 

Innovation positions agencies on top

January 01, 2012

Direct Marketing News spoke with Nick Moore, chief creative officer and EVP of Wunderman, about the trends he sees on the horizon for agencies as they move into the new year.
 

Graphic tees raise money for famine relief

January 01, 2012

The premise behind BBH New York's "Good Shirts" campaign for UNICEF is simple: Buy a specially designed original T-shirt, and all the money from the purchase goes towards the charity's fundraising efforts to combat the current humanitarian crisis in the Horn of Africa.
 

OgilvyOne names insider regional director

December 20, 2011

OgilvyOne North America has named Harvey Kipnis regional director, said Toni Lee, director of public relations at Ogilvy & Mather Worldwide. Kipnis, formerly managing director of OgilvyOne New York, will be replaced in that role by Dimitri Maex, former managing director of OgilvyOne New York's consulting and analytics group.
 

Q&A: Angela Lester, managing partner, Tribal DDB

December 20, 2011

Angela Lester, managing partner at Tribal DDB, discusses the power of email creative and why targeting may not be the best first approach.
 

The nuance of nuance

Mat Zucker, is a member of the John Caples International Awards Executive Board December 01, 2011

I hope you don't need me to tell you how important the idea is in marketing these days. When everyone has the same list, the same boring offers, comparable infrastructure and wide array of media choices, it's the creative idea that differentiates - the single idea which reflects the brand's point of view and connects with the customers to provoke a perceptual and behavioral change to solve a problem.
 

Creativity + ingenuity = Caples

December 01, 2011

At Caples, now a Direct Marketing News brand, results are secondary to the creative idea, and success is judged in terms of originality. More than 700 entrants were critiqued across 30 categories for their ingenuity, fearlessness and vision by creatives from as far away as Dubai, New Zealand, Brazil and Turkey. The Caples winners will be announced March 22 at a gala dinner at Capitale in New York City.
 

Google may rule the world, but is its direct mail a banana republic?

October 28, 2011

This month, Google executed a direct mail promotion. One agency dude couldn't have been less impressed if somebody had sent him a day-old scone.
 

The myths of direct marketing creative

Brian Schwartz, Independent Creative Consultant October 26, 2011

Great direct marketing creative offers any company a real competitive advantage, especially because so few firms are doing a truly good job. The Web has a lot of guidance in both direct marketing strategy and the integration of online channels, but some amazing resources are mixed with many that should be avoided.
 

Calculating the attribution value of emotion

Dana Todd, SVP of marketing and business development, Performics September 26, 2011

While we build the future of digital media mix modeling via attribution, we should include variables for weighting levels of connection and emotional influence.
 

72andSunny names Norcross, Rowles partners

September 02, 2011

MDC Partners agency 72andSunny has named Jason Norcross and Bryan Rowles partners. Norcross and Rowles will also continue to serve as creative directors in addition to overseeing the firm's client roster.
 

Boston Bruins name Arnold AOR, drop Mullen

August 19, 2011

The Boston Bruins National Hockey League franchise has named Arnold Worldwide its AOR. The team, which won the Stanley Cup championship last season, previously worked with Mullen.
 

Media synching and the rise of new global water cooler

Con Frantzeskos, Digital Strategy Director, DDB Group Melbourne August 10, 2011

Sit down on the couch to watch TV, and there's a very good chance you'll be online while you do it. A recent Harris Poll report found that 56% of TV viewers surf the Internet via computer while watching TV. A further 25% do it with a phone or tablet.
 

Outdoor advertising at center of Jell-O campaign

August 04, 2011

Kraft's Jell-O Pudding brand has launched the second phase of its Pudding Face campaign, which builds on the existing TV and social media elements with a digital billboard in New York SoHo neighborhood.
 

Audacity, Romanian style

Tom O'Keefe, executive creative director for North America, Draftfcb August 01, 2011

If you look at the big winners at this year's Cannes Lions International Festival of Creativity, amid the highly anticipated usual suspects you'll see a name that sounds more like computer software or a robot than a brand: Rom.
 

Dunkin' Donuts urges customers to get Dunk'd for baseball tickets

August 01, 2011

As part of Dunkin' Donuts' Get Dunk'd campaign, New York metro-area customers can visit stores at select times to be eligible to win tickets to 
New York Mets and New York Yankees baseball games, as well as entry to amusement parks in New Jersey 
and Pennsylvania.
 

Burger King directs viewers to tune in for free Whoppers

August 01, 2011

The minimalist campaign lives on DirecTV, where subscribers can tune in to channel 111 for a 
chance to earn free Whoppers simply by watching a channel whose only programming is a single-frame view of a Whopper and a countdown clock.
 

Oasis campaign prompts benefits

August 01, 2011

Oasis Grower Solutions, a horticulture and commercial greenhouse products brand, introduced Wedge Plus growing medium in April. The product decreases the usual 24-day root propagation period 
for poinsettias by five days.
 

Boston Proper builds customer database and sales with summer catalog initiative

August 01, 2011

With a glass of Merlot in hand, an affluent 46-year-old woman skims the pages of a Boston Proper catalog packed with photos of striking models in knit tops, maxi dresses, swimwear and sandals.
 

The magic of leapfrog

Adam Krumwiede, EVP at Gotham Direct July 27, 2011

Leapfrog. It's a children's game and also the burning desire of every marketer: How do you tap the power of innovation to propel the business past leaders who dominate the category? With client expectations higher than ever, that's the challenge presented by today's aggressive response, engagement, conversion and efficiency standards.
 

Using photography to boost sales

Brad Tuckman, president of KSC Kreate July 20, 2011

Customers often visit a retailer's website before they visit the brick and mortar store, so it's important to effectively use photography to put the best image forward. With the right photography, retailers can increase customer time on site and ultimately boost sales.
 

In the world of data visualization, looks matter

Liz Kiehner, co-founder, Thornberg & Forester June 09, 2011

I was recently blown away by a visual reference included in an agency RFP. When I asked my client about the origin of the reference they told me that it had been created by a statistician/artist named Edward Tufte.
 

Digital ads need to get more creative to win market share: Yahoo EVP

June 08, 2011

Digital marketers should prioritize creative content in order to take a greater portion of ad spending from TV, said Ross Levinsohn, Yahoo's EVP of the Americas, at the Interactive Advertising Bureau's "Future of Display" event in New York.
 

Better SEO Through Design

Rand Kramer, VP of design, Siteworx May 06, 2011

In recent years the heavy emphasis on Web standards has enabled designers to develop more creative, engaging interface designs without compromising SEO goals.
 

Sweeny resigns from Levi's to join Y&R as West Coast chief

May 06, 2011

Doug Sweeny has resigned as VP of global brand marketing at Levi Strauss & Co. to join Young & Rubicam (Y&R) as head of West Coast operations, the agency said May 6. He will begin work at the firm early next month and will be responsible for leading its San Francisco and Irvine, Calif. offices with Y&R West chief creative officer Joe Kayser, the company said in a statement.
 

Kraft relies on Paula Deen for second 
round of Philadelphia recipe contests

May 01, 2011

Women who participate in Kraft Foods' "Real Women of Philadelphia" campaign can submit recipes over the course of eight weeks to qualify to win $25,000 and a number of other prizes.