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Victoria's Secret, VW and Six More Marketers Explain How They Cultivate Creativity

Victoria's Secret, VW and Six More Marketers Explain How They Cultivate Creativity | Advertising, I say | Scoop.it
top marketers from victoria's secret, domino's pizza, visa and toyota weigh in on the roi of creativity and what creative marketers they admire.
Karen Goldfarb Copywriter's insight:

Great answer on assigning ROI to creativity from Kurt Kane, Chief Marketing Officer at Pizza Hut: You can’t rely on traditional metrics to measure this...you see it across..all of your consumer touchpoints. In other words, it’s not one metric--it’s every metric.

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Litmus's curator insight, June 18, 2013 4:07 AM

Thanks for sharing this article. It helps to entrepreneur of how to evolve new innovative ideas from employees.

cordelia stewart's curator insight, August 19, 2014 7:27 AM

How managers are infusing creativity within their businesses to make them succesful, not only from a marketing perspective but throughout the whole enterprise.

Advertising, I say
A writer's eye-view of the ad biz and more
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Focal Points:Karen Goldfarb | Freda Scott

Focal Points:Karen Goldfarb | Freda Scott | Advertising, I say | Scoop.it

As an award-winning copywriter, Karen Goldfarb can certainly hold her own amongst the medley of photographers and illustrators represented by Freda Scott.

Karen Goldfarb Copywriter's insight:

I've been interviewed as Freda Scott's first and only copywriter artist!

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Five Tips for Designing Global Packaging | Lamfers & Associates

Five Tips for Designing Global Packaging | Lamfers & Associates | Advertising, I say | Scoop.it
     
Karen Goldfarb Copywriter's insight:

Understand the local context. Get a first-rate translation agency (haven't we all seen the second-rate results?). Note the dialects. Use country flags to denote languages to save space and add visual interest. More good tips in the article itself. Read on! 

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Millennials, Mobile & The Future of Financial Marketing - The Financial Brand

Millennials, Mobile & The Future of Financial Marketing - The Financial Brand | Advertising, I say | Scoop.it
A study of Millennial attitudes about mobile banking highlights changes marketers must make when targeting this critical consumer segment.
Karen Goldfarb Copywriter's insight:

They don't go into bank branches. They use mobile phones (duh!). They want secure, easy-to-use mobile financial apps. They'll even change banks if your app sucks on either score.


OK, that's the summary. Now, from my article on why you should stop selling millennials, go find something you like to do that dovetails with what millennials tend to like to do so you remember that they're people, not purses. Do that for all your audiences while you're at it. Respect them, don't sell them.

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Victor Juarez's curator insight, March 12, 7:03 PM

Omnicanalidad es la clave para satisfacer al cliente actual. Debemos garantizar el 100% de nuestra oferta, con una experiencia de usuario impecable.

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SuperAwesome Continues Kids Marketing Land-Grab With Acquisition Of ... - TechCrunch

SuperAwesome Continues Kids Marketing Land-Grab With Acquisition Of ... - TechCrunch | Advertising, I say | Scoop.it
SuperAwesome, the ad network and marketing platform for kids and teens, continues to be on a mini-shopping spree. The London-headquartered company is..
Karen Goldfarb Copywriter's insight:

Here's who's selling stuff to your kids and where they're going: "There’s $11 billion-plus spent on TV advertising but just $700 million in digital advertising across the kids market. Clearly that’s completely out of step with the reality of where kids are.”

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How Do You Market To Millennials?

How Do You Market To Millennials? | Advertising, I say | Scoop.it
Young people between the ages of 18 and 35 spend hundreds of millions of dollars a year. NPR asked some in this group how brands and corporations can get their attention.
Karen Goldfarb Copywriter's insight:

NPR did a focus group with SoCal millennials and discussed brands, advertising they like and what being a "millennial" means to them. 


Some comments were self-deprecating --


"I feel like we can be summed up as the 'everybody gets a trophy' generation, where everything we've ever done is awesome."


"We're completely self-absorbed. It's the reason we post status updates, it's the reason we're on Instagram..."


Some were savvy --


"The entire reason millennials is a term is a marketing classifier. I think of millennial as a word that writers put in Forbes to teach older company owners."


Some were universal --


"Honestly, If I could say anything to the advertisers, it'd be this: Entertain me, make me happy, capture my attention, speak to my conscience and then leave me the heck alone."


The brand winners? Warby Parker glasses. And Beyonce. For doing the right things socially and being perceived as genuine.

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Meet the Graphic Design Mastermind Behind the Best Part of the Oscars

Meet the Graphic Design Mastermind Behind the Best Part of the Oscars | Advertising, I say | Scoop.it
During Sunday night’s Oscars, the elegant slides that announced each category may have been the best part of the broadcast. For Best Picture, a row of animated bullets left a trail of blood on the title sequence for American Sniper; a black watercolor sketch of a man’s torso dissolved into...
Karen Goldfarb Copywriter's insight:

Henry Hobson, the graphic designer who masterminded the slides, really was the highlight of the Oscars for me. I wish they could make the rest of the show feel like his work did--polished, accessible yet refined, current.


Here's my favorite quote from the interview:


"...You realize there’s a repetitiveness to it. Then after that you start to think: it’s only repetitive because you are making it repetitive! You don’t just have to always show video clips [to introduce a new category] ... Last year for the Best Picture animated sequence, I even managed to get away with aWolf of Wall Street poster made out of cocaine."

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Karen Hurley | Obviously a lot of confidence in the success of...

Karen Hurley | Obviously a lot of confidence in the success of... | Advertising, I say | Scoop.it
Obviously a lot of confidence in the success of the project
Lowe Ad Agency, Thailand
Karen Goldfarb Copywriter's insight:

I'm a sucker for a good stain remover campaign.

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Designing for Different Online Personality Types | UX Magazine

Karen Goldfarb Copywriter's insight:

Breaking down types by things like Wish Lister, Brand Lover, Rational and Maximizer is insightful. 

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The History of Advertising in 60 Seconds - YouTube

The video above provides a 60-second, bird's-eye view of the evolution of the advertising industry, from ad agencies to brand-building to soap operas to bran...

Via k3hamilton
Karen Goldfarb Copywriter's insight:

This is a pretty cleaned up version of where advertising came from (aka, no cleavage). 

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PalmTreePromos's curator insight, April 20, 9:11 AM

This is a cool video that really shines a light on how fast our world spins now. Kind of reminds me of the ride inside the Epcot golf ball.

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How Androgyny Can Turbo-Charge Your Creativity

How Androgyny Can Turbo-Charge Your Creativity | Advertising, I say | Scoop.it

By M. Rasoulipour
Maria Popova cites a fascinating discovery from preeminent psychologist Mihaly Csikszentmihalyi’s recent research: a predisposition to psychological androgyny is essential for creativity.

Karen Goldfarb Copywriter's insight:

"...a predisposition to psychological androgyny is essential for creativity.In other words, as Csikszentmihalyi describes in his book Creativity: The Psychology of Discovery and Invention, the most creative people have the psychoemotional capacity of both a man and a woman.


...Psychological androgyny… refer[s] to a person’s ability to be at the same time aggressive and nurturant, sensitive and rigid, dominant and submissive, regardless of gender."


The key, they say, is open-mindedness.


I'd identify this way, if forced to pick yet another label for whatever demographic/psychographic I'm in. How about you?



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How Great Direct Mail Helps a Retailer Win Back Customers

How Great Direct Mail Helps a Retailer Win Back Customers | Advertising, I say | Scoop.it
A direct marketing success story: How a women’s retailer – Chico’s – got customer win-back direct mail right and 6 lessons for a smart marketing strategy
Karen Goldfarb Copywriter's insight:

Nice DM strategy. I especially liked the way they used customer data to get personal:


This letter is a case study in how to use a customer’s purchasing data to create a high-impact, one-to-one message. Here’s the friendly, engaging lead sentence:

“I love our new spring collection and thought it was the perfect time to connect with you.”

The letter then pivots brilliantly to my individual interests by talking about what I’ve purchased at Chico’s in the past:

“I remember that you love our Travelers collection,” the letter reads, describing the current Travelers line as being “reinvented as a chicer-than-ever collection.”

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Harvard Business Review Cartoons from the Upcoming Issue

Harvard Business Review Cartoons from the Upcoming Issue | Advertising, I say | Scoop.it
Enjoy these cartoons from the November issue of HBR, and test your management wit in the HBR Cartoon Caption Contest.
Karen Goldfarb Copywriter's insight:

HBR always knows how to put it bluntly.

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An Inside Look At How These 4 Agencies Collaborate to Create Awesome Content

An Inside Look At How These 4 Agencies Collaborate to Create Awesome Content | Advertising, I say | Scoop.it
We reached out to several agencies to query them on their mindset, approach, and collaborative practices as they relate to the creation and dissemination of content.
Karen Goldfarb Copywriter's insight:

Is your content following the hero, hub and hygiene category model? Read on to find out. 

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#RaceTogether: 3 Reasons Behind Starbucks' Failure

#RaceTogether: 3 Reasons Behind Starbucks' Failure | Advertising, I say | Scoop.it
This past week, Starbucks' baristas across 12,000 U.S. stores began writing "Race Together" on all of its coffee cups. Why? Starbucks wanted to initiate conversations of race and diversity with their customers.The results? A huge backlash on social media resulting in the temporary closing of Starbucks Sr. VP of Global Communications Corey duBrowa's Twitter account. The intention behind #RaceTogether was noble, but the execution left a lot to be desired. From a marketing perspective, #R
Karen Goldfarb Copywriter's insight:

I don't normally jump on the bandwagon of massive social media failures because, well, it's been done. But I think the images from the above tweet do a pretty good job of summing up what went wrong with Starbucks #racetogether (aka, #racetofailure) campaign. 

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Rescooped by Karen Goldfarb Copywriter from Marketing engagement news you can use - from theMarketingblog
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Laughter Spot : Wilson runs a nail factory and decides his business needs a bit of advertising

Laughter Spot : Wilson runs a nail factory and decides his business needs a bit of advertising | Advertising, I say | Scoop.it
Wilson runs a nail factory and decides his business needs a bit of advertising. He has a chat with a friend who works in marketing, and he offers to make a

Via Will Corry
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Stop selling Millennials - Copywriter Karen Goldfarb

Stop selling Millennials - Copywriter Karen Goldfarb | Advertising, I say | Scoop.it

Millennials are people. Don’t just tick off a list of marketing terms. “Market with them not at them” doesn’t mean anything. Here's how to show them respect.

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Vince Vaughn ingeniously promotes new film with stock photos

Vince Vaughn ingeniously promotes new film with stock photos | Advertising, I say | Scoop.it
If Vince Vaughn's acting career goes south, at least he's got stock-photo modeling to fall back on As a genius promotion for his upcoming film Unfinished Business, Vaughn and his co-stars, including Dave Franco, released a series of their own...
Karen Goldfarb Copywriter's insight:

Hollywood jumps on the stock photo meme.

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Hilariously Bad Ads That Were Rejected - DesignTAXI.com

Hilariously Bad Ads That Were Rejected - DesignTAXI.com | Advertising, I say | Scoop.it
Originating in the UK, the annual Chip Shop Awards is an international creative award for un-used advertising ideas that celebrates creativity...
Karen Goldfarb Copywriter's insight:

The Heinz one manages to make ketchup distasteful. 

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How a Successful Rebrand Solved 4 Brand Challenges | Lamfers & Associates

How a Successful Rebrand Solved 4 Brand Challenges | Lamfers & Associates | Advertising, I say | Scoop.it
 
Karen Goldfarb Copywriter's insight:

iHealth provided iOS-compatible health products, which are sold at Apple stores. My colleagues at Lamfers & Associates just did a revealing case study on the iHealth rebrand, for which I wrote copy. The key takeaways:


  • Helped iHealth stand out in an increasingly crowded product category.
  • Promoted tech to an older audience that is not always tech-savvy.
  • Ensured compatibility with Apple Store packaging requirements.
  • Satisfied multilingual packaging requirements for international distribution.
I created one of my favorite taglines for this, too. Check your vital signs. 
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Zombie cat shows up in neighbor's yard 5 days after being buried

Zombie cat shows up in neighbor's yard 5 days after being buried | Advertising, I say | Scoop.it
No, it's not a storyline from The Walking Dead — it's a true story of a courageous feline who was found alive days after being presumed dead Fox 13 reports that Ellis Hutson, from Tampa Bay, Florida, buried his cat after local veterinarians...
Karen Goldfarb Copywriter's insight:

Careful before you take a look at the picture of the cat. Bart's not looking so springtime fresh.

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Man photobombs stock photos, and things get weird fast

Man photobombs stock photos, and things get weird fast | Advertising, I say | Scoop.it
Women laughing with salads, men in suits putting on fake powerpoint presentations — stock photos are the worst
Matt Vescovo was tired of bland stock photos endlessly popping up around the Internet.
Karen Goldfarb Copywriter's insight:

Don't you just LOVE stock photos? What a great idea.

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Quenching Consumers’ Thirst for ‘Authentic’ Brands

Quenching Consumers’ Thirst for ‘Authentic’ Brands | Advertising, I say | Scoop.it
Companies are highlighting their heritage as a way to attract shoppers who value ritual and tradition.
Karen Goldfarb Copywriter's insight:

Having attended the Maker Faire for many years now, I think if you look at what attracts people to those who make products themselves, there's a direct correlation with the desire for authenticity in brands. We like knowing that the people who make our things have a story, and conversely, that the things we collect made by people represent that story.

"... consumers see three dimensions to brand authenticity: heritage, sincerity and commitment to quality ... people love being a part of an authentic brand because they aren’t just buying into a logo — but also 'buying into a set of values.'”

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Emotional letter begs Australian banks to leave 'humiliated' farmers alone

Emotional letter begs Australian banks to leave 'humiliated' farmers alone | Advertising, I say | Scoop.it
An Australian veterinarian has penned an open letter on Facebook about the horrific treatment of farmers in Queensland by the big banks.
Karen Goldfarb Copywriter's insight:

And the big banks took notice, because David Pascoe's letter has reportedly been shared over 2 million times. There's so much here to consider, but the thing that strikes me the most is that it sometimes takes one person to shame a "faceless corporation" into doing the right thing. If that eventually leads to better brand affinity for banks like ANZ, well, I can't say they earned it directly, but at least they got shamed into it.

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In Memoriam: My Father, Paul Margulies

In Memoriam: My Father, Paul Margulies | Advertising, I say | Scoop.it
My father always thought it was ironic that people swooned when they found out that he was the genius behind the famous ad campaign for Alka-Seltzer.
Karen Goldfarb Copywriter's insight:

The actress speaks about her famous copywriter father. 

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Is the ‘Selfie’ the Future of Mobile, Digital Marketing?

Is the ‘Selfie’ the Future of Mobile, Digital Marketing? | Advertising, I say | Scoop.it
Karen Goldfarb Copywriter's insight:

“Advertisers can now integrate high-quality selfies into their mobile ad campaigns." Oh joy...

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