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How Social Media Has Radically Altered Advertising

Social Media started out as a bit of a novelty — a playground for the “geekerati.” But it has taken hold as a game changing force that will reshape advertising at its very core.

It’s time to move past debates about traditional media co-existing with social media. Madison Avenue should see social media as a wonderful, if not disruptive, gift. It should run hard to catch up with the consumer, let go of legacy business models and build something better.

My career in advertising started in February, 1965, right in the middle of the Mad Men era, and I am fortunate to still be doing what I love. Just when I thought I’d seen everything over the past five decades, along came social media. Here I am at age 67, cheering for change and eager to be a part of it.

To put things into perspective, it’s helpful to look back at the impact that TV had on the ad business in the mid 60s and draw some parallels with where we are today.

Read the full article here! (via mashable.com)

30 Brilliant Advertisements

Most creative ads strongly believe that there is no second chance to make an impression on the buyers. So it creates that impression on the very first sight itself. Here are some great creative ads that can make you look at them again and again. Never forget to close your mouth in wonder. They are that impressive and creative.

See the ads on dreamtuts.com

The future of advertising?

Photo Flash Technology Creates After Image Visible When Eyes Are Closed

(AdAge.com) — BMW Germany is literally getting into consumers’ heads, by burning its logo onto the insides of their eyes. Using pioneering new “flash projection” technology, BMW is testing a cinema spot in Germany that does not feature a visible logo. Instead, a bright photo flash occurs during the ad, and a few moments later the audience is asked to close its eyes. At this point, the audience sees an after-image of the brand that has been created by the flash. The letters “BMW” appear before them, in the same way that you might see a bright spot if you had been looking at the sun and then closed your eyes.

Read the full article here!

Quote of the Day

Advertising is the greatest art form of the 20th century.
– Marshall McLuhan

Get a Taste of HumanKind

(Jenny Torres on talentzoo.com) – Attention all young creatives, not-so-young creatives, and creatives who are young at heart: Leo Burnett has recently published a new book titled HumanKind. Written by chief executive officer Tom Bernardin and global chief creative officer Mark Tutssel, this book is about people, purpose, and creating acts, not ads. HumanKind gives the reader an inside look into how their creative teams approach popular brands. Read the full article here!

Quote of the Day

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain’t got nothin’.  – Leo Burnett

The 10 Most Innovative Viral Video Ads of 2010

(Josh Warner on mashable.com) – Everybody loves viral videos. That’s why they’re “viral.” Ad agencies have been trying, in their own way, to replicate the success of viral videos to help their campaigns get exposure and new fans. While some may miss the mark, there are some truly great and innovative viral video ads out there.

For this year’s top innovative viral video ads, advertisers and ad agencies split their goodness between web specific videos and great TV ads that did well online. Regardless of origin, the top 10 videos share several traits worth noting. Every creator knows his or her audience well and what executions appeal to them most. The videos are also inclusive in tone, making you feel like you’re a part of the brand’s message and experience.

Read the full article here!

Much Ado About Nothing (Or: Contemplating GapGate)

(Eric Karjaluoto on www.aiga.org) – I’ll start by getting it out of the way immediately: I’m not a fan of what was the redesigned Gap logo. There, I said it… alongside about a gazillion others.

We’re all very upset

Fact is, I wasn’t a fan of their new approach to three letters and a square. Nope—just not feeling it. I do want to stress the critical importance of this whole thing, though. You see, we’re serious people, and we take serious things like this seriously. (Seriously.) Google “Gap logo” and you’ll find many, many other serious people with serious opinions on this newsworthy, and serious, issue.

Upon being asked for his opinion on this grave incident, Armin Vit (of Brand New) exclaimed, “Choosing Helvetica in 2010 is inexcusable.” And right he is! Helvetica has become so terribly gauche it’s hard to not feel pummeled, assaulted, and even outright violated in its presence. He continues, explaining that the typeface is “as bland as grilled chicken without salt and pepper.” True dat… true dat… I gotta say, though, those are fighting words,’vetica. You really going to take that?

Read the full article here!

Seattle Jobs

Project Manager for Media Productions– needed ASAP
If you know video and broadcasting inside and out, and thrive in a client-facing role, we would love to speak with you!  This is an ideal position for someone who wants to combine media industry experience with the ability to drive a project and interact with clients!  This is an immediate contract position with potential to convert to fulltime!

Overall Job Description
•    Establish and maintain great relationships with current and potential clients and outside vendors
•    Serve as producer on things such as, but not limited to: tv spots, films, short films, tv shows, long form content for web, experiential filmed content
•    Be accountable for project planning and scope (goals, budget, schedule)
•    Maintain project calendars, traffic projects and deliver client work on budget and on schedule
•    Manage job through completion, reconcile budgets and close-out elements in storage
•    Identify areas to grow client relationships, which are favorable to client and agency
•    Assist with the development of new business for the agency, when necessary

Skills/Experience
•    Bachelors degree with at least 2 years of experience in this field or a related field
•    Experience and understanding of the business of advertising and content generation
•    Knowledge and related experience with directors, editors, music houses, visual effects houses
•    Have a thorough understanding of talent usage/rights used within filmed content
•    Understanding of, and understanding of, producing TV and radio productions
•    Superior organization and communication skills
•    Proficiency with Word, Excel, MS Project, FileMaker Pro
•    Proficiency on a Mac and PC
•    Ability to learn new agency processes
•    Ability to multi-task in a fast-paced environment
•    Excellent written and verbal communications skills
•    Excellent individual and group presentation skills
•    Strong relationship-building skills
•    Ability to assign and delegate tasks successfully
•    Ability to define, analyze and solve problems
•    Ability to lead by example and be flexible to change where necessary

USER EXPERIENCE DESIGNER with mobile experience

Location: Seattle, WA
Report to: Executive Design Director
Compensation: Salary based on experience level, (For full time benefits include, family medical, health club & commuting subsidy). 401k with Employer Match. Life Insurance, AD&D policy and relocation benefits.

Job description
This Seattle-based client is a fast-growing digital product development consultancy located. In this creative and inspiring environment new product ideas come to life. They provide business strategy, research and design consulting services to high profile clients. They design software and technology products and services that address real user needs, allow their clients to harness market opportunities, and deliver next generation user experiences.

  • Here is an opportunity for an entry to mid-level interaction or user experience designer with ambition, talent and a desire to work in an energetic environment. You will participate in design programs to define the next generation user experience for a wide range of products, ranging from the product and user experience design of software applications, mobile phones, games and enterprise business software. You will work closely with researchers, customers and client-side product teams to define these new product experiences expressed through different levels of prototyped output. Additionally you will solve complex interaction problems and challenges to make these experiences as usable as possible.
  • Experience and interest in software interaction design and solid capabilities in problem solving, visual design, and a passion and drive to make digital experiences as simple and elegant as possible is required.
  • You have knowledge of, and proficiency in, various design software tools for prototyping and designing visual elements. You will need to demonstrate a portfolio of work that communicates examples of creative problem solving, ideally in the realm of software user experience design, and/or visual, industrial, or web design (HTML/Flash).

Main responsibilities

  • – Work with user researchers to turn observational and other data into creative solutions.
  • – Collaboratively brainstorm and develop conceptual product ideas.
  • – Find ways to make complex information and interaction as simple as possible.
  • – Produce high quality visual user experiences to communicate a design approach.
  • – Build Flash, Director, HTML, or After effects prototypes to demonstrations interactive behavior.
  • – Develop user experience guidelines, and UI specification documentation.
  • – Develop navigational hierarchies and effectively visualize key concepts of site structure and user pathways.
  • – Create storyboards and plan activity scenarios, flow and sequences.
  • – Effectively communicate and collaborate with members of management and production staff.
  • – Demonstrable commitment to user centered design methods and research.

Qualifications

  • – Required: BA in Interaction Design, Visual Communication, Product Design, Industrial design or equivalent. Masters degree preferred.
  • – An online design portfolio showing strong creative skills, ability to generate solid design ideas, and thorough understanding of good design process.
  • – Ability to work under deadline pressure.
  • – Able to work independently and as part of a team.
  • – Able to accomplish objectives and possess proactive and strategic problem-solving skills.
  • – All applicants applying for U.S. job openings must be authorized to work in the United States.
  • – Demonstrated proficiency with Illustrator, Photoshop, Flash, Director, and HTML/Web authoring, In-design or equivalent.

If you are interested in this full time position, please contact Ariel Fredrickson, ariel@thesmartdept.com

Instructional Designer
A Seattle-based leader in providing learning solutions to global clients, provides exciting project-based opportunities for multiple professional learning consultants for variable hours up to 40 hrs/week for a minimum of three months. Competitive compensation provided!

General Description
The Instructional Designer works as part of the Client Services team to analyze and research client programs and training needs, and design and develop courseware and learning solutions targeted primarily toward the client’s workforce. Specifically, this position designs and develops instructor-led and web-based training in support of newly identified opportunities within the client organization. Other duties include conducting needs analysis and other research to identify and validate training needs, making recommendations on training designs based on customer requirements, developing content and first level project management. This position is flexible and can include telecommuting options.

Job Requirements/Responsibilities:

  • Course design and development – analysis, design, development, delivery and/or management based on need of target audience.
  • Experience in performing consulting and, presentations, front-end assessments in a corporate training environment while representing the company to prospective clients.
  • Experience in developing, and producing e-learning courseware on a variety of subjects: courseware on highly-technical subjects, such as computer software and hardware or complex processes, is highly desired.
  • Attend Client Services team planning discussions and team functions in order to keep apprised of other client projects and other company developments.
  • Work on internal projects, as requested, that support the development of the company or the Client Services team.
  • Strong “people” skills, including interpersonal, organizational, facilitation, coaching, and presentation skills.
  • Experience with or working knowledge of Web-based technologies , such as Flash, HTML, and XML a definite plus.
  • Experience with Learning Content Management Systems (LCMS), such as Aspen or TotalLCMS, is highly desired.
  • Demonstrated ability to execute initiatives on time and on budget and ability to manage personal time in a fast-paced environment.
  • Project management skills and experience in working on and delivering multiple initiatives.
  • Ability to consult with and guide customers to solutions.
  • Strong attention to detail and ability to work with ambiguity and constant change.
  • Comfortable with an iterative approach and client ownership of materials (collaborative development.)

Education Requirements

  • Bachelor’s degree required
  • Masters Degree preferred (emphasis in training and organizational development)
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