Love and fear of metrics

June 30, 2009

By Michael Mark, creative director/ceo @NYCA

 
I have a love and fear of metrics because I am a story teller. It’s because I care about my audience, even more than my work.  I want to know how they feel, think, what they want to do once they get touched by my work. This is the real creation – the change, what we call at NYCA: the grow!

That’s why I love good advertising.  We use ideas, pictures, words, media to connect to millions on behalf of our clients. And the best part is the analysis to see what happened.

“How are you feeling, honey?” That’s a tender and perhaps worrisome moment – as you listen for the reaction. In advertising it could be the verdict on the campaign you worked so hard on for months.

It’s the most dramatic of pauses as we wait on the answer – far more telling than the unveiling of the strategy or creative idea. Unfortunately, that is where too many agencies stop – and I can understand why. It’s scary to hear the news.

But it would be a lonely, unfulfilling lie if we didn’t know how people reacted to what we put out there. How can you have a healthy nurturing relationship if you don’t have intimacy?  So we have to find out. Sometimes we ask our lover, “How does this feel?” (really, really scary). Same thing at work – kinda. We need our connection points, our messaging, to be well-directed, true in intention and hard-data effective.  It is a professional, personal and emotional matter. In truth, it is all that matters.

John Harris’s talk on TED is remarkable. He has done some great work on following people’s feelings on the web. See how it makes you feel.


What is creative anyway?

March 12, 2009

By Dave Huerta,

Vice President, Associate Creative Director @ NYCA

 

Well, very simply, it’s whatever causes a consumer to think,

feel or act in a positive way toward your brand, product or service.

 

But great creative is that which connects on a much deeper subconscious,

involuntary level and causes change. Like when you put your hand in 300px-incandescent_light_bulbfreezing water or over a flame or when you have an itch.

 

Remember the last great movie you saw? Most likely you don’t remember scenelighting or camera moves or that you were sitting in a theater watching actors deliver lines.

 

What you remember is the story or message – the movie’s essence.

 

When this happened, you were changed.

 

Every brand or product has an essence too.

 

What we do is find it, or if it already exists, we brush it off, and tell its story in a meaningful way to your consumers.

 

 

When we do that, they’re changed.

And when they’re changed, that’s creative.