Our World

April 26, 2010

By Lynne Roswall, V.P., Director of Production @ NYCA

It’s that time of year again – when winter turns to spring and the Encinitas Street Fair begins the season in full swing.

While hand-holding couples peruse the clothing stands, handmade artwork, bamboo Salad tongs and cutting boards, jazz / new age / classical music floats in between the bodies walking from stall-to-stall. Families stroll in-time with their kids and their teenagers walk a few feet in front of them, escaping. Consumers talk amongst themselves about the things they want to purchase; they have direct conversations with merchants, listen to their stories (some repeat it to their friends or loved ones) while some find interest in – or are coaxed into – handling the items on the table.

Brands are constantly trying to seep, seemlessly, into our lives and become a part of those conversations. Some have made it. Like badges of honor, our favorite logos are showcased on hats, bags and t-shirts.

Inside the walls of NYCA, we work intensely on the best ways to reach you to help our brands grow! Maniacally focused, we cull the work down to the right word, the right image, the accurate stat, the proving points and the most poignant, clearest way to pierce through the clutter of everyday messaging and entice you. We want you to pause, if only for a moment, and ask you to consider us before you pass us by and go on to the next booth.

Tweets, Facebook ads, email notices and new product requests, videos, commercials, print ads, URLs – all encourage you to come closer, stroll up to the table and try us out. We want you to hear our story, be interested in it, talk about us to your friends and loved ones. And, through the music playing, alongside the strollers and teenagers, maybe you’ll become a fan and wear us proudly… seemless.

Capturing Emotion: A Lesson from Consumers

July 27, 2009

By Chris Cruz, Online Producer @ nyca.com

As marketers, we are always looking to capture emotion with the products we represent. We look to create copy, imagery, tell stories that strike an emotional chord that will not only differentiate our clients’ brands, but elevate them above all others. 

A continuing challenge is trying to retain the essence of a moment – it’s so easy to lose. By trying to market, we can lose the feeling that makes a moment special. By trying we are doing just that: trying, and not being.  

But when consumers share content with each other, they have authenticity on their side from the get-go. Consumers involving a brand in their social content are truly passionate and posses a genuineness that marketers covet. This type of messaging isn’t one that is told from “expert” (who are compensated in some way by the brand) to consumer, but from real advocates. It’s in this type of interaction that endorsement can be unbiased and therefore retain deeper emotional context. 

If you haven’t yet seen Jill and Kevin’s wedding entrance on YouTube, don’t miss it.


In the past week over 8.5 million people experienced and shared, the fun, the joy, the creative nerve and most importantly the love that took place during the “Best Wedding Entrance Ever”, all set to Chris Brown’s Forever. 

Despite the fact that Chris Brown has had some terrible press lately, and the fact that this song hasn’t been in the top 10 since shortly after its release over a year ago, one week after the posting of Jill and Kevin’s Wedding entrance, the song rocketed back up to one of the top 5 downloads on iTunes this past weekend. Not coincidental. Jill and Kevin sold that music. 

Personally, Forever isn’t a song I would have been interested in – but this weekend, I downloaded it. The song puts a smile on my face – Jill and Kevin changed my experience with this song, and that of 8.5 million others too. That’s brand building, folks.