Archive for the ‘Advertising’ Category

Meta Information: That’s Info About Info (If You Didn’t Know)

Monday, August 23rd, 2010

Here’s some information about information about information. Sorry, I couldn’t resist.  It’s meta information… like in the title and it’s EVERYWHERE.  It’s a trip when you think about it.  This entry was written for 52’s blog by Brian Belefant whose link to more info is included in the body.  Thanks Brian!

A picture used to be worth 1,000 words. But thatʼs no longer enough. When I import a picture into Aperture, I can append it with 52 meta tags –– words that describe everything from the focal length I shot  it at to its copyright.

This may seem fairly benign, but when youʼre sitting in the Newark Airport for five hours waiting to make a connecting flight –– as I am –– you have lots of time to explore implications.

My first notion is to think of it in economic terms. What used to be worth 1,000 words is now worth 1,052. Thatʼs a five percent rate of inflation, or deflation, depending on whether youʼre talking about the pictures or the words.

Words about pictures is only one thing, though. I write a blog (www.60secdirector.blogspot.com). Recently, I had a slightly uneasy feeling when I found out that people were blogging about my blog.

Sure, itʼs flattering. But some of the blogs that blogged about my blog have larger readerships than I do. Isnʼt that weird?

And then thereʼs the part about the information itself. My blog provides information –– itʼs bite-sized lessons on directing for aspiring filmmakers. But when someone blogs about my blog, theyʼre providing information about information.

Meta information.

And what about twittering, googling, facebooking, linking, tagging, and all those other verbs that didnʼt even exist 15 years ago, but now have infected our language to the point that theyʼre better understood than concepts that many would argue contribute more to our body of knowledge? Can you distinguish between “continuous” and “continual”? I canʼt. I used to know the difference. Now I have to look it up. But I can tell you how a blog is different from a tweet. Does that mean information about information supplanting information itself?

(Okay, bad example. “Continuous” and “continual” are words about information. But you get my point.)

Wandering around the terminal for the fifteenth time, I pass Starbucks. They have nine different words to describe coffee mixed with milk. And Iʼm not even talking about sizes or the adjectives you can apply to fine-tune your purchase, like “wet”, “dry”, “no-foam”, and “extra-hot.”

Outside Hudson News, thereʼs a huge poster for ʻLuckyʼ. An ad for a magazine dedicated to shopping. Or to put it another way, an ad for a collection of ads and information, much of which, Iʼm sure, refers to other information –– books, other magazines, movies.

If you buy the magazine, they put it in a plastic bag with pictures of magazine covers on it, presumably to advertise their availability to the other passengers waiting five hours to make a connection. Hudson News recruits you to disseminate information about information about information.

Inside Hudson News, my eye is drawn to a particular book. ʻPreciousʼ. Based on the movie ʻPreciousʼ, which was based on the book ʻPushʼ.

Huh?

A book based on a movie based on a book? They should make a movie about that. And if it does well, they can turn it into a book. And so on.

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I’d Like to Ask the Audience, Regis

Thursday, August 19th, 2010

I’m reading this article on Wednesday at around 4:30p. Between the nearing end of the day haze and the sugar induced brain goo brought on by 4 mini candy bars, I’m not sure if my brain is firing on all cylinders… so I figure, heed the article’s advice.

It’s a pretty quick read so I buzzed (literally after that much sugar) through it.  After reading Dan 3.0’s description I set back in my chair and said, out loud which made everyone’s head swivel, “huh.”

What a brilliant thought.  Ask the people!  Not a new idea for sure…  today IS the 90th anniversary of women’s right to vote, you know.  I think the novelty of the idea is in how the feedback is used.  In the below companies, it seems to be used directly… not really edited or diffused, or at least minimally so.

Then I start thinking about the what-if’s.  What if 52 incorporated some form of this?  Like, um, events.  We ask folks what they want to see, or learn about, or who they want to hear from.  Then…. we do it!  Again I say, “huh.”  OR… and this is kooky so bear with me… but what if a “gig” is posted.  Say a client needs a poster with xxxxxx copy on it, and xxxxxxx graphics incorporated, to be used for xxxxxx application, and whatever else we know.  Then  if you want to work on it, you do, then upload your work directly to that client’s ‘profile’ for them to review. Then, in the end, if the client uses your art, you get the “prize.”  In this case probably money.

Ok, I’m sure there are major flaws in this 35 second idea but really though, sometimes it’s tough to get started in a field, or a new city once you’ve moved, or even if you wanted to change careers.  Something like this could provide a break-in chance.

“Huh.”  These are just my sugar flooded braincells banging together.  Here’s the article originally posted on Spring Wise.  Thoughts?

Five Businesses That Look to the Crowds for Content

by Stefan Grimm and Jim Stewart

Tapping the crowd for creative input can provide a double-sided benefit for businesses: first, it unleashes a huge resource of ideas, often at little or no cost. Second, it’s a powerful marketing tool, providing information about who potential customers are, and about what they like. Here are five recently spotted enterprises that make use of content from the crowd:

1. NAMING FORCE — Naming Force crowdsources name ideas for businesses, websites, and products. Clients sign up for a package of suggestions and provide a brief description of what they want named. The incentive for the community of namers is a cash prize of USD 100-500, paid by the client to the person whose idea is chosen. If the client doesn’t like any of the suggestions, they’re refunded the prize money. (Related: Name This.) (more…)

2010 Creative Resolution: Fail

Thursday, August 5th, 2010

John, a brilliant writer and good friend of 52, contributed this piece in December of 2009.  How do you think these methods have stacked up so far in 2010?

I thought up a wish around Christmas 2008. (You remember, this was when the economy fell into a well, only to crawl out in an algae-soaked stupor around mid-year.) By the end of 2009 I got some of the stuff I hoped for: Cool projects. Money. And I made some great new relationships with passionate professionals. I was lucky. But some things never came. That’s the era we’re in.

IMHO, 2010 isn’t going to be the year of getting back to the big getting that we sometimes enjoy. (My stimulus package is pretty much BOGO at the supermarket.) Sure, Obama’s president. I have hope. But the economy remains iffy. Building brands will be fun but no less exacting than 2009—given lean budgets, challenged clients and the speed of change. But you’ve got a great secret weapon. It’s called: an idea.

If I, you—we—do nothing this year but die for our ideas or the ideas our brand teams come up with, you’ll make it to 2011. People will admire you. Will want to work with you. And if you play it right, they’ll pay you well. What’s truly thrilling is how powerful ideas can be now. As in: effective, gorgeous, persuasive, cash-generating, transforming, life-building, whatever.
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Culture Killers

Thursday, July 29th, 2010

Arrogance. Ego. Too much emphasis on profit. All of these can lead to the death of culture in a creative agency.

In two days one week I had meetings with three management level people that have seen the cultures of their employers, creative agencies in town, shift dramatically away from employees and toward the bottom line and/or a founder(s) arrogant vision.

This is an all too common mistake that companies make. With many local agencies being founder-based it can set up challenging dynamics when it comes to establishing and growing culture. It takes a healthy ego to start a company. As your company grows, at some point it becomes your employees that are growing and sustaining the company, not the founder(s). This is a realization that many either do not make, or do not believe. To successfully grow and maintain growth founders need to empower their staff and maintain a positive employee-driven culture.

Ego’s can often get in the way of this because, after all, the company grew around the founder(s) so they are always the key component. Not true once a level of growth has been obtained. (more…)

Portland on the DL Could We Use a Little Bling Bling?

Monday, July 26th, 2010

Unpretentious, relaxed, quirky, and fiercely independent, Portland’s creative community is very much on the down low in terms of nationwide visibility. Even though our agencies consistently garner national awards, and our boutique agencies produce some of the most original advertising, marketing, and creative material anywhere. But people are beginning to take notice that Portland is truly a dynamic creative hub.

Young creatives fresh out of college and art schools flock here. Talented people with established names and businesses in larger markets are moving to Portland for quality of life reasons a smaller city with outstanding arts and culture, diverse and urban with great planning, respectful of the environment, and with some of the best food, wine, and beer in the country. In a word, Portland exemplifies livability. Often they’re also bringing their high paying clients with them who positively impact our economy.

Major companies already recognize the city’s wealth of creative talent. Nike is a homegrown powerhouse that has forged a long-term advertising partnership with Wieden and Kennedy. Adidas has their North American headquarters here. This competitive atmosphere also helped raise the profile of local companies such as Columbia Sportswear. Now a new wave of companies is drawn to Portland for its talented creatives and energized setting. Nautilus, Keen Footwear, And Icebreaker all come to mind.

We’re seeing this exciting new wave of talented people in our own practice. At 52 Limited, we’re working with creative and inventive people from many places and backgrounds: art directors from New York, designers from Minnesota, copywriters from San Francisco, fashion designers from Los Angeles to name a few. As a creative resource company, we’re able to match highly talented individuals with our best businesses. We work diligently to ensure success at all levels. Our growing creative base has made this an easier task. Success breeds success. The more outstanding our industry becomes, the more Portland shines as a creative center. (more…)

Waste More Time

Thursday, July 15th, 2010

Written by Rick Albano for 52. Read more from Rick at sissyfish.blogspot.com

Wasting time. It’s something we all do pretty well, but invariably feel pretty guilty about, especially when bills are piling up, work’s bearing down, and-frankly-we’re not getting any younger. What’s your diversion? Craigslist? Cupcakes? Yacht Rock? Fantasy football? Pinot Noir? Roller derby?  There’s always something we’d rather be doing than sitting in a cubicle, staring at a screen.

As a freelance music writer in LA a few years ago, I scored a job interviewing bands for a living. For a lifelong music fanatic, this seemed like a dream scenario, but my enthusiasm eventually sagged when I realized was just another Hollywood hack, writing fluff copy to sell widgets in the form of MP3s.  One day in particular sums up my experience: I was sitting at a desk (after sitting in traffic for hours), being reprimanded over the phone by Liz Phair for not writing good interview questions. It broke my heart, because I loved Liz Phair, but at the same time, I thought she’d become a complete sellout. The problem was, I couldn’t ask her why she’d sold out, because I would have gotten fired. But wait-They couldn’t really fire me, because I was never even “hired” in the first place… But I’d been sitting at the same desk for two years!
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Company culture. What does that even mean?

Tuesday, July 13th, 2010

Statistically only about 10% of folks can be quoted as being happy with their job.  Yikes!  That leaves another 90% that would really rather work somewhere else.  What’s up with that, you ask?  And don’t jump to conclusions, for the most part, it’s not salary related.  Gasp!

Well, if the desire isn’t more money, what else is there?   A couple of things actually, all relating to (you guessed it) company culture. So listen up ye managers of unhappy, grumpy folk.  If you’re running a company and continue to see new, strange, and often terrified faces everyday… you, sir, may have a revolving door on your hands.  Here are a couple of things you could work on to improve your internal company culture and cease the flapping of the exit door.

Probably one of the biggest complaints people make about their job is:  MY BOSS IS A DOPE.  (Well, maybe the language has been sweetened a bit, but you get the gist.)   If you are, or you have a boss that is: never in the office, does not respect you, acts holier than thou, and operates under the slogan “do what I say, not as I do” (Think: gone Monday thru Thursday shooting for birdie, and in on Friday until noon to check for full time cards) this is the problem.  And no, not all bosses suck.  But it can cause huge respect issues, in turn impacting productivity and efficiency.

A boss who’s attempting to foster positive company culture should encourage employees to share their thoughts freely.  This “good ideas can come from anyone” attitude creates an open-door, motivating, and collaborative atmosphere.  This equals happy people that won’t jump ship on a whim.  Hell, they may even come up with the next big idea!

Another fatal company flaw that often times spurs employee exodus is: THERE’S NO ROOM FOR ADVANCEMENT.  Granted, some small companies can’t keep promoting its 6 employees, otherwise it would end up with 6 directors of something and 0 doers of anything.  So, obviously this “advancement” doesn’t always have to equal “job promotion.”  It could mean educational opportunities or even growth within a position, like added responsibilities. If people stay engaged and interested in their work, the more likely they are to be… well… engaged and interested in the advancement of the company as a whole.  Phew… good point. (more…)

From the Woods.. to the Tall Grass

Thursday, July 1st, 2010

By Ashley ‘Findley’ Diehl, 52LTD PDX

The recession is over!! Right?  Uh…well, I guess that kinda depends.

IF you’re highly connected designer, WITH a killer (and I’m talkin’ “holy shit that’s insanely awesome”) book/site, AND you are well versed in something digital (e.g. Mobile Apps, websites, etc.) you are probably feeling a fair upswing.

HOWEVER, for the new grad, the newly relocated, or those otherwise without ALL three aforementioned qualities, you are probably still wildly wielding your machete to maintain a slight view out of the woods.

Well folks, this isn’t a Get-The-Answers-to-Finding-Your-Perfect-Gig-Post.  In fact if you see one of those…it’s probably loaded with a bunch of cockamamie information that doesn’t really apply to you 100%.  You see, and this is going to be profound so you may consider employing some advance jaw support in case of abrupt droppage: everyone’s situation is different.  Whoa… huh.

So, you ask, if you’re not offering the holy grail of Job-Acquiring-Advice, then what the hell is the point?

Answer: The one thing all ye of the struggling design class do have in common is you do plan to eventually leave your filler job at “Cuppa Joe” or “Jiggles” (a specialty Jello mold shop, of course) to return to your design career.  So… you need to stay sharp!

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Resume Re-do?

Monday, June 28th, 2010

Here at 52 Limited, we see a lot of resumes.   Many of them very well done… some over done… and some a tad too vanilla.

You’re a creative right?  Well, look like it.

The hard part is: what does a good “creative” resume look like?  Tough to say.  Here’s a blog post that spells it out, both with examples as well as with some top tips and tricks.

Enjoy!

________________________________________________________________________________________

Cavan Riley

F. Claire Scroggins

Sebastien Nikolaou

________________________________________________________________________________________

Also.. here are some tips to create by.  I’m a huge fan of #7 and #9.

1. If the job you are applying to has resume requirements, follow them. Even if it means keeping a Word version of your resume for such occasions.

Our two cents… or I guess better stated: “52-cents,” get it?: It’s totally OK to have multiple copies of your resume.  In fact some folks who have a very multifaceted background are encouraged to keep a somewhat modular resume where sections can be moved, arranged, or omitted depending on what sort of job requirements the opening or company prefers.

2. Typography is key. This is your potential employer’s first chance to judge your design skills, and almost all design includes some form of type. You are expected to refine and perfect your text layout on your resume just as you would a design for a client.

3. Organization is also key. If people can’t find your information, they won’t be calling you. Some design positions bring in hundreds of resumes daily. There is no time to search for information.

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Client vs. Designer: The Missing Feline Poster

Friday, June 25th, 2010

Reposted by Ashley Diehl, account manager 52 PDX  (Thanks Malia)

This post was recently forwarded to me by a friend.  She thought since 52 works and places folks in the advertising, marketing, design field it may strike a chord with us.  Generally I don’t take the time to read through longer forwards, but I did spend 5 minutes on this one… it proved absolutely worth my time.  If you’re in this field, and have ever had to deal with a difficult client or designer, it’ll be worth yours too.

Warning: If you’re prone to spontaneous weeping when forced to laugh hysterically,  you may consider scooting the Puffs Plus box to an arm’s length before beginning.

Here Goes:

_______________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 9.15am
To: David Thorne
Subject: Poster

Hi
I opened the screen door yesterday and my cat got out and has been missing since then so I was wondering if you are not to busy you could make a poster for me. It has to be A4 and I will photocopy it and put it around my suburb this afternoon.

This is the only photo of her I have she answers to the name Missy and is black and white and about 8 months old. missing on Harper street and my phone number.
Thanks Shan.

________________________________________________________________________________________

From: David Thorne
Date: Monday 21 June 2010 9.26am
To: Shannon Walkley
Subject: Re: Poster

Dear Shannon,
That is shocking news. Luckily I was sitting down when I read your email and not half way up a ladder or tree. How are you holding up? I am surprised you managed to attend work at all what with thinking about Missy out there cold, frightened and alone… possibly lying on the side of the road, her back legs squashed by a vehicle, calling out “Shannon, where are you?” Although I have two clients expecting completed work this afternoon, I will, of course, drop everything and do whatever it takes to facilitate the speedy return of Missy.
Regards, David.

________________________________________________________________________________________

From: Shannon Walkley
Date: Monday 21 June 2010 9.37am
To: David Thorne
Subject: Re: Re: Poster

yeah ok thanks. I know you dont like cats but I am really worried about mine. I have to leave at 1pm today.

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