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Articles by Nic Climer
The Creative Process Is Broken But Here Is How We Can Fix It
As creatives, we need to change the way we ideate. And contrary to popular belief, the impetus for that change didn’t start with the pandemic. Long before COVID, creatives knew the time was right to update our processes, incorporate work-life balance into our workflows, and engage our teams differently. The shutdowns of 2020 just accelerated and solidified that knowledge. If you’ve been in the industry for a while, you’re probably not surprised to hear this.
How Making a Movie About Teens and Instagram Made Us Rethink Our Role as Marketers
Think about it. Art, copy and analytics aptly categorize all those filtered selfies, witty captions and the incessant tracking of our likes and comments. These tools help teens (and all of us) move the needle for the brand-of-self. For today's teens, this isn't anything new. 24/7 self-marketing is the norm, and like everything in high school, the emotional stakes of winning at this game are at their highest. Rethink audiences Ask any expert, and they'll tell you kids on Instagram are self-obsessed.
Nike, Levi's and Finding the 'Social' In Corporate Social Responsibility
"Believe in something. Even if it means sacrificing everything." Those are the words written across Colin Kaepernick's face in the now-famous Nike ad celebrating the 30th anniversary of "Just Do It." The ad immediately sparked outrage that included enraged consumers cutting the swooshes off their socks, which, as many have pointed out, was a bit futile. They had already bought them. It was a bold move for Nike, though not out of character.
R.I.P., Sporty Sally: Why The Persona Should Finally Die
“Sally is truly moving the needle for us. She’s responding well to our multichannel campaigns, and we see potential growth in Kevin and Lynn. We’re so happy.” Laptop closes, presentation ends. As marketers, we take comfort in bucketing millions of individuals into a pretty, little “persona package” that’s easy to make up and explain to clients: Sally, 36 years old, Caucasian, mother of two, shops at Old Navy, likes Taylor Swift and Starbucks, drives a Toyota Camry.
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