July 2014

As mentioned last week, we got to wondering, what does it mean to be a creative in today’s world? How many “legs” does an idea have to have when advertisers and marketers are targeting various demographics, each using multiple media devices and social media platforms? And does having all that data mean you or anyone else knows how to use it?

We posed these questions to Chief Creative Officers at some of the world’s leading ad agencies and will be posting their responses here over the next few weeks. Together, they should give us an interesting take on the state of advertising creative today.

I sat down with Josh Rose the Chief Creative Officer at Weber Shandwick to discuss the state of the creative today.

In this new era of data and technology, what has been the fundamental change for creatives?

Well, I make a real distinction between data and technology. Data has meant that we know things we didn’t necessarily know before.  Creatives like knowledge. Sure, we have to let go of it, too, and just jam. But to truly understand our target to the degree we can in this day and age, because of data, we are empowered more than ever to discuss the validity of our ideas.  Technology, on the other hand, has simply expanded the palette for us with new media opportunities, new tools to express an idea with. A lot of times, a creative idea can start with, “Let’s be the first to. . .”  Technology allows us to break new ground more often.  That makes our jobs fun, interesting, innovative.

What does it mean to be a creative today?

This is discussed a lot in the walls of agencies.  Creative, as an adjective, is something everyone is being pressured to become.  Account Management, Business Affairs and Planning are not, technically, creative disciplines, but the best people at those jobs are highly creative.  To be a creative, though, is not dissimilar to what it has been for a long time.  To be a copywriter, art director, designer, director, even a creative technologist – you study it.  You withstand years of critiques and going back to the drawing board.  You have more ideas killed than made.  Lots more.  And then you finally get an idea bought and you do everything in your power to make it according to your vision.  That’s the job.  It’s not nearly as romantic as it looks in the movies.  But that’s the dirty little secret.  The main thing creatives go through that no other discipline goes through nearly as much: rejection.  That’s built in to what we do. And it leads to greatness.  And that’s the only reason anyone would continue to do it.

Continue Reading State of the Creative Series: Interview with the Chief Creative Officer at Weber Shandwick

In case you haven’t noticed, things have changed a lot in the advertising and marketing industry. With bigger bandwidth and faster, smaller, cheaper digital devices, the world is staggeringly more connected. With home-grown, artisanal wine, cheese, whiskey . . . pants . . . the world is a lot more “local” as well.  And, of course, all of the choices you make – whether it’s the restaurant where you just ate, the starlet you just Googled or the selfie you just posted to Instagram – are obsessively observed, analyzed, and sold to by advertisers and marketers.

So we got to wondering, what does it mean to be a creative in today’s world? How many “legs” does an idea have to have when advertisers and marketers are targeting various demographics, each using multiple media devices and social media platforms? And does having all that data mean you or anyone else knows how to use it?

We posed these questions to Chief Creative Officers at some of the world’s leading ad agencies and will be posting their responses here over the next few weeks. Together, they should give us an interesting take on the state of advertising creative today.

I sat down with Steve Simpson the Chief Creative Officer at Ogilvy & Mather North America to discuss the state of the creative today.

In this new era of data and technology, what has been the fundamental change for creative?

Creatives now have the remarkable ability to learn from their work after it appears. We are never launched, we are never done and dusted, and we operate in a continual state of launch. We all get second (and more) chances to do it better.

What does it mean to be a creative today?

The days of the copywriter doing the copy part and the art director doing the art part now seem quaint, childlike, and pathetically touching. A creative today takes on many more diverse responsibilities and possesses and uses many more talents. But these talents, although expanding all the time, are finite. We need to rely on experts, and part of our success is being good “expert locators” to do for us what we can’t do ourselves anymore.

Continue Reading State of the Creative Series: Interview with Chief Creative Officer at Ogilvy & Mather North America

2014 has been a banner year so far for shoemaker Stuart Weitzman. The luxury shoe brand is a top choice for a dizzying array of starlets who love Weitzman’s combination of style and comfort – such as Beyoncé who has claimed to have danced a thousand miles in hers, and Kate Middleton who sported a pair of Stuart Weitzman wedges when the Royal Couple visited Australia – and the brand made a big splash with the launch of SWxYOU.

SWxYOU is a series of limited edition shoes that allow customers to customize their shoes by choosing their own colors and hardware. Of course, Stuart Weitzman, the man behind the brand, has always been an innovator, ever since he took over his father’s shoe business and famously started using materials like lucite and wallpaper.

The brand has also been making news with its successful expansion.  In 2013, Stuart Weitzman opened Zaha Hadid-designed flagship store in Milan, and 2014 openings include Hong Kong and Rome.  All told, the brand operates forty-four retail stores across the United States, sixty-two international stores, fourteen international shop-in-shops, and e-commerce sites in the United States, Canada, Europe, and Hong Kong, making its footwear and accessories available in more than seventy countries.

Much of Stuart Weitzman’s recent expansion was fueled by careful data collection and savvy use of social media. The company uses offline data, such as in-store sales reports, in combination with online performance data, to gauge international audience preferences. It then uses those insights to drive promoted posts on Facebook in countries where it is about to open new stores.  For example, when Stuart Weitzman opened its new store in Mexico City, the brand saw 5,073 post “likes” and 46,128 clicks. It has since used similar campaigns to promote store openings in United Arab Emirates, Taiwan, and Korea.

The Way I See It

  • I see a revival of bespoke clothing and shoes. From Stuart Weitzman’s SWxYOU initiative, to suit and shirt makers like Indochine and Blank Label, brands are catering to customers by offering unique and individualized merchandise they can make their own via online templates.
  • I see social media remaining a key aspect of a brand’s marketing and advertising. Brands will continue to push out content via social media platforms – such as Facebook, Twitter, Instagram, LinkedIn and Pinterest – as a mode of connecting with their customer base. After all, many of us rely on social media to obtain the latest trends, news, etc., and brands have taken notice.
  • I see store opening events as not something of the past, but as a key player for brands. For all the handwringing about the demise of brick-and-mortar retailing, store openings can still be major events for brands that know how to play them right.  As Stuart Weitzman has demonstrated, smart social media promotion can drive foot traffic as well as virtual clicks.

The Way the Industry Sees It

I sat down with Wayne Kulkin, Chief Executive Officer at Stuart Weitzman, to discuss social media and world retail domination.

What was the inspiration behind SWxYOU, and what have sales been like through that program?

Our business model has always been inspired by creating styles that can be customized by the various merchants around the globe. We gave the merchants the ability to choose from hundreds of thousands of variables in an array of materials, heel shapes, heel heights, sizes and widths as well as their choice of ornaments and finishes. We even give customers the opportunity to change the type of sole from leather to a variety of comfort materials like latex. So we thought in this world of bespoke ecommerce that we would give individual customers the same opportunity as a retail merchant – allowing her to have a wide range of colors, ornaments, studding, and heels.

You partnered with SocialFlow – social media optimization platform – and use their Crescendo platform for your social media marketing. What did Social Flow bring to the table that made it a good partner, and what does Crescendo allow you to do that other platforms don’t?

SocialFlow and Crescendo are the firepower that helps us to cut through the clutter and ensures that people that are interested in the brand are seeing the content we work so hard to create.  We partner with SocialFlow to promote our posts as well as utilize day to day publishing through Crescendo. SocialFlow and the Crescendo tool use data and an algorithm that allows us to post content at the optimum time, to the most relative and engaged audience. Our publishing decisions are determined by looking at audience availability, topical appetite, topical saturation, and a risk assessment that includes audience and topical variability. Crescendo also provides an ad buying platform enabling clients to run ad campaigns on Facebook and Twitter. The product uses keyword targeting, refined by demographic targeting, to segment and target existing, potential and competitor audiences based on real-time conversational data. Through SocialFlow on Facebook we average thirty-five to forty percent higher engagement than when natively posting. Our results on the paid media side tend to be even stronger, with click through rates (CTR) as high as ten percent. Industry standard tends to be around one to two percent. Through SocialFlow on Twitter, we have an average engagement rate of approximately three hundred percent above retail averages and an average cost per engagement eighty-seven percent below retail averages.

Continue Reading Stuart Weitzman Turns Its Shoe Obsession into Success