Friday, June 24, 2011

HP Graphic Arts & BBDO

The focus of this master class was creative engineering through digital and physical playgrounds.  As technology in present day has changed, aspects of production are shifting dramatically enhancing creative output in unprecedented ways.  Creative engineering in today’s terms brings artwork into the campaign.  Billboard teamed up with HP in Brazil to create an interactive campaign through the internet named “billboard yourself.”  You would choose three of your favorite musicians and a picture of you would be created from the portraits of those particular artists.  After almost a week’s worth of seminars, I have pulled into conclusion that allowing consumers to interact with a brand like this can help to solidify and promise a bright future for a company.  Including your consumer is a key component in today’s market.  By using digital media, it allows you to do so much more at a much lower cost.

Chris Hall- BBDO Atlanta

After 13 years with BBDO, Hall has come to a conclusion that creative communication makes a brand more successful in the market; 11 times more effective to be exact.  Creativity, he said, is a comparative advantage for the client.  Hall also offered 3 pieces of advice to us.  Number 1, we are now in the golden age of creativity.  Technology is allowing us to run with our ideas like never before through state of the art programs and methods.  There will be more technological change in the next 5 years than there has been in the last 25 years.  Number 2, without integration and collaboration an agency or brand doesn’t stand a chance.  An orchestration of ideas amongst different departments is vital for media to continue to grow and change.  And number 3, this is a team sport.  You must pull out the best in each other for them to continue to work with you and push for bigger and better things.  Hall’s keys to success, in his opinion, were to evolve and take big risks and continue to do so even when you get big to stay afloat.  You must build trust with your clients and allow them to see your creativity has a history of working for them to believe risks are worth it.  I felt that Hall’s points were all very valid.  He seemed to come from a place of experience and patience.  He has been in the industry long enough to fully develop these pieces of advice and I’m thankful I was able to hear from such professional in the industry.