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Articles by Jason Musante
Simplicity at the Center of It All
As diverse as humans are, we share a common trait hardwired into our brains. This trait reveals itself as an innate drive to simplify the complexity of the world around us. It's called the "Simplicity Principle." Given the exponentially increasing complexity of our world, understanding the Simplicity Principle's effect, and the opportunity it affords our industry at large, is more important than ever.
A More Modern Look at Consumer Motivations
At the start of this futuristic sounding decade, the 2020s, we're already being inundated with countless articles contemplating the trends that will transform how we market to consumers. These commentaries typically focus on the ever-changing media landscape, including new forms of technology destined to reach consumers even more immediately than we do now.
A Creative's Take on the Inspiring, Mundane and Magical at CES
As I prepared to walk the floors and explore the exhibits of CES 2020, I felt a bit like one of the characters in Charlie and the Chocolate Factory—excitedly looking forward to discovering an entertaining, but impossible, world of make-believe. As a CCO working with CMOs who require real-world, real-time solutions to marketing and brand-building challenges, I had never visited CES.
Where Joanna Monteiro Finds Inspiration, From Harvey Nichols to David Bowie
Clio Awards judging took place earlier this month on the banks of the Tegernsee, a lake in the Bavarian Alps of southern Germany. When Joanna Monteiro arrived to chair the Digital, Social and Mobile jury, we headed out with her for a boat ride—and along the way asked the FCB Brasil CCO about her creative inspirations, both inside and outside advertising.
Want to Be a Better Creative? Scare Yourself and Learn to Fly
At Huge, my job is to create transformative experiences for consumers across myriad landscapes—from platforms and products to AR/VR to Super Bowl spots and yes, even print ads. The boundaries and channels where creativity can live change rapidly as user behavior evolves. I believe there's no better time to be in our industry. But a few years ago, before joining Huge, I had reached an impasse of sorts. I felt a little burned out. A bit bored.
The Death of the Death of Advertising
When I started in advertising, and got a job at Cliff Freeman and Partners, I thought I had entered a better version of Hollywood. CF&P were responsible for all the work I idolized. Fox Sports. Budget. Mike's Hard Lemonade. Little Caesars. Staples. Awards lined the halls in dismissive piles. Outsider art filled display cases, and Cliff was every bit as eccentric, unpredictable and creative as legend had promised.
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