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Articles by Paul Caiozzo
Why Some Sonic Logos Actually Hurt Their Brands During Covid
Does a major cultural and society shift, such as the pandemic, affect consumer perception of a brand? And what role does sound play in this dynamic? This summer, sonic branding studio Man Made Music, together with research firm Sentient Decision Science, investigated whether the current cultural shifts in the U.S. due to Covid-19 impacted how brands are perceived. They sought to determine whether brands' sonic signatures are helping or hindering that perception.
Rafe Offer on Carole King, Elliott Smith and Brand/Musician Deals That Last
Rafe Offer is co-founder and executive chairman of Sofar Sounds. Sofar Sounds reimagines the live-music experience for artists and fans through intimate performances in over 400 cities. Since its founding in 2009, Sofar has grown from a grassroots community movement to (pre Covid-19) nearly a thousand local events per month in cities around the world.
The 10 Greatest Album Covers of All Time, at the Time
The instant I was allowed to wander NYC alone, I went straight to Generation Records. There I found this cover. What was this messy illustration? The grim, sunken-eyed teacher? The listless, hairless students? The generic, bleeding words on the blackboard, which at the time seemed profound? The band logo had no reflective chrome or anything. It looked like they just typed it out with the caps lock on.
Eddie Van Halen, My Creative Hero
Eddie Van Halen killed himself years ago with his choices. But the Reaper just caught him a few days ago. The guy was always a step ahead. I never wanted to be Edward Lodewijk Van Halen. I can't play guitar, and I am hopelessly square. Do your thing and let me do mine. But I love music. And I made creativity my career choice. Both of those loves can be traced to Eddie Van Halen. When I heard "Dance the Night Away" as a teenager still trying to figure life out, I was intrigued.
The Untrends: 8 Marketing Trends That Will Never Die
The marketing world is filled with trends and buzzwords and bull…oney, so we combined our more than 20 years of experience—geeze, when did that happen??—to pinpoint the elements of marketing, communications and branding that will never go out of style regardless of hot new mediums, industries, technology or data points. These are the trends that are not trends at all. 1) Be different. This is one of the oldest tricks in the book and still goes unnoticed by the majority of marketers.
Why Brands Should Become True Patrons of Art and Culture
Glossier opened a particularly vibrant pop-up in Miami on March 27. In preparation, designers took note of the city's bright style and Art Deco feel. The space included tropical accents reflecting fruit carts in the streets of Little Havana. Visitors' first impression of the shop was a massive wall mural outside. Toronto-based artist Jacquie Comrie covered the wall in bright, captivating colors that mirrored both Miami's vibe and the artist's particular style.
Your Strategy Needs a Soul, Now More Than Ever
Classic business strategy has always been the path to achieving an organization's vision, while staying true to its purpose and values. Traditional approaches draw on examples of success from the past, which business strategists used to provide organizations with roadmaps that solve challenges and guide them to where they want to be. But today's problems and tomorrow's opportunities cannot be solved with yesterday's solutions.
Vita Coco Found the Internet's Most Negative People and Made Them Try Its Coconut Water
It's a pretty fun approach, and the "Impossible to Hate" line is a nice way of acknowledging the category stigma while setting the new drink apart from it. Paul Caiozzo, founder and chief creative officer of Interesting Development, says finding the people for the campaign wasn't easy. "We had to find someone to build this algorithm on a challenging timeline," he tells Muse. "Scraping all of these sites isn't a small task. There are literally billions of reviews.
Vita Coco Found the Internet's Most Negative People and Made Them Try Its Coconut Water
The films will run on streaming TV and digital media (Hulu, YouTube, Amazon, Spotify Sessions) and paid social. Radio spots will play on iHeartMedia and Spotify, and out-of-home advertising will hit New York City, Los Angeles, Chicago, San Francisco, Dallas, Denver and Boston throughout the summer.
So You Want to Be a Copywriter? Here's What You Should Do First
So you want a job as a copywriter? Oh, you've never really written ads? But let me guess, you have published a few short stories. Which is awesome. And you've come to see me because you Googled me and found that, like you, I was pretty much unqualified and unprepared for a job as a copywriter when I started out. If I could do it, then why can't you? So far, I'm tracking. I was a just-barely-published novelist (very small press) when, at 30, I got my first job as a copywriter.
AT&T's OOH Ads Illustrate Its Commitment to Hiring 20,000 Veterans by 2020
In 2013, AT&T announced it would hire 10,000 veterans within the next five years, recognizing the value of veterans' skills and how well that expertise translates to business. That goal was met faster than expected—by the end of 2015—so the company decided to double the goal, seeking to hire an additional 10,000 veterans by 2020, making 20,000 total.
Veterans Day Isn't About Sales, Say These World War II, Vietnam and Korea Vets
When you think of Veterans Day, do you mostly think about retail promotions and discounts? That's a shame, says a moving new ad from The Fisher House Foundation, a group that provides a "home away from home" for families of patients receiving care at military and VA medical centers. The two-minute spot is the first creative work released by agency GUT, which was started by former David executives Anselmo Ramos and Gaston Bigio.
Be Nice, but Be Difficult: Finding a Balance as a Creative Person
In advertising, being a "nice" person is often the ultimate compliment. And why not? Being kind, understanding and respectful is not always easy when your life is filled with a steady flow of rejection, disorganization and subjectivity. Those who remain positive when they have every earthly reason not to be deserve sincere praise. You should be nice. We should all be nice. There is no excuse not to be. We should also be celebrating the extremely difficult.
This Board Game Is Based on the Rough Life of Runners at Edit Houses
Lower-level jobs in the advertising business can often be pretty thankless. But why not try to have some fun along the way? Two creatives at PS260 in New York recently gameified the experience of "runners" at the video editing company—junior staffers who juggle lots of logistical tasks in the hopes of becoming assistant editors.
Why I Quit My Creative Job at Nike to Travel the World With My Family
This list was part of our preparation for a once-in-a-lifetime family trip that we took several years ago. Inspired by David Cohen's book One Year Off, my wife Debi and I took our two young boys on a year-long trip around the world. Cohen's book makes a very compelling case for why people should take such a trip. He argues that a lot of people wait to travel long distances for long periods of time until they are older and retired, when time and money are in abundance.
Killing Our Baby: Why We Changed Our Agency's Name
"What a stupid f*cking name Office of Baby is." "Don't ever change it. Best name in advertising." We could never have predicted the perplexing combination of boundless love and vitriolic hate that three words out of their usual order could elicit. Anyone who has ever named anything—an agency, a company, a pet, a child—knows it's hard. A name forces you to find your most powerful, singular strategic center, and then illuminate it in a tone that fits perfectly.
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.
How the Makers of Wallace and Gromit Fell in Love With Healthcare Work
With the mosquito, the most dangerous part is the proboscis, and it's such a distinct feature that he wanted to make that part really stand out. The language of malaria and mosquitoes very often uses photographic imagery to highlight the plight of the poor people suffering from the illness.
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