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CATEGORY: Advertising
Writing Under the Radar
September 18th, 2014 by Jerry Northup on Beyond Madison Avenue
If you’re in the creative field, you know that not every minute of your day is spent attentively tuned to the job you were hired to do. This is what other creatives, myself included, have called going “under the radar.” And, it’s a very useful tool, as long as you don’t take it too far. If you don’t know the answer, don’t ask the question. Don’t push for hard answers or challenge the motives. It could be your turn in the hot seat next. Here are a few reasons for it. Everybody does freelance work. We all have friends and family, plus former and current associates. And, usually, they all need something or other at one time or another.

Stranded on Creative Island: Clothed, Yet Afraid
September 17th, 2014 by Jerry Northup on Beyond Madison Avenue
Being left behind is no fun. But often, that’s how it feels to the writer. That’s not to say your workplace is uninhabited. Internal natives abound, each having a distinct agenda. Of course, there are a lot of different opinions to wade through, but the words you compose are the basic materials that build the boat. The criticism shouldn’t be directed personally, but if it is (and especially when it normally isn’t), you can use it to improve your copy. The more you defend a position, the weaker it will get. Every opinion should be strongly respected, even if it’s one you don’t agree with...
Why Great is Often the Enemy of Good
September 16th, 2014 by Jerry Northup on Beyond Madison Avenue
I was once given the assignment to watch inspirational/business speaker Jim Collins’ presentation, “Good is the Enemy of Great,” and summarize his lengthy keynote presentation into an article of about 750 words. In general, it was good, but certainly NOT great. I felt there were unmistakable lapses in logic and a few awkward stumbles in delivery.
Agency Review: T3
September 16th, 2014 by Luke Willoughby on Digital Pivot
T3 is a full-service, independent shop that was founded in Austin in 1989 by Gay Gaddis. This was not only before SXSW was cool, but also before female leadership was familiar in the industry. Today, Gay runs a successful agency of 190 people across three offices (including SF and NY) that pulled $23 million in revenue...
'You Are What You Wear'
September 16th, 2014 by Dwayne W. Waite Jr. on Beyond Madison Avenue
The fascinating thing about human behavior is the fact that we search out elements that reflect our personalities. Our habits can give social scientists clues into our thinking, abilities, and intelligence. To think — our cursive being more sharp than round could be a hint if we're more logical than creative. Or the fact that we're left-handed or right-handed could give scientists an idea about what kind of car we would be more prone to appreciate. The same goes for food. The adage "you are what you eat" is truer than people realize. Eating food that contains a lot of energy would make that person very active. Food loaded down with sugar and simple carbs would make that person lazier than others. There's truth behind those claims.
Target Displays Sudden E-Motion
September 15th, 2014 by Briskman Stanfield on Beyond Madison Avenue
Fashion is exciting! There’s no better (free) therapy than to window shop online. However, if perusing leads to that “WHOA, hold onto the bar” feeling, don’t blame it on overstaying happy hour. Your brain is also not on drugs, although it could be high on shopping. Most likely it’s the “gotcha” surprise resulting from the latest technology in unexpected motion.
Creative Firepower: The Big Guns in the Brain
September 11th, 2014 by Jerry Northup on Beyond Madison Avenue
The brain is capable of making surreal links between people, places, and things. It’s why we have talking airplanes in movies, tuxedo-clad camels in ads, and big mouth bass as wall ornaments. Personification is just one technique that gives flight to seemingly incongruent concepts, but that’s only a small part of the full arsenal. If you can see what it is, don’t say what it is. Pictures don’t need words to explain what they are, but they require creative text to be anything more than drone strikes.
Acura’s New TLX Launch Is That Kind of Thrill
September 11th, 2014 by Cindy Wendland on Beneath the Brand
Facebook advertising is on the rise with Facebook Q2 advertising revenue topping $2.7 billion. Automotive manufacturer Acura contributed to that large number. Today’s Facebook post had an Acura commercial for their new TLX that was worth watching.
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