Below are the 19 most recent journal entries recorded in point3media's InsaneJournal:

Thursday, December 9th, 2010
11:23 pm	Rallying Around the Claus Rallying Around the Claus For most of us, this is the time of year when we tend to draw closer to those around us, to be less intense and more forgiving. Do you buy that? Truth is, I don’t know if that’s true for most of us or not. I can only speak for myself, and simply hope that’s the case for everyone else. It does feel good, however, to believe in the ideal of a more connected, less cruel society, even if only once a year. Why is it that we draw closer? For many, it’s about faith and what the Christmas holiday represents. For others, it’s simply about the joy of giving (and receiving). Still others want to believe in Santa Claus—or at least the idea of Santa Claus, a jolly old chap who brings gifts to all the world. For me, it’s all of these things. Whatever one believes, the holiday season should be comforting, inspiring, joyous. I hope it is for you. Sadly, this is also a season where many find themselves more hurried and frantic, or more depressed. Perhaps it’s the weight of another year of unfulfilled wishes coming to a close. Maybe it’s rooted in a magnified sense of loneliness or distance from friends and family. Whatever the cause, it is my hope that those who feel this find some connection to the world, to the season and all its wonder. There’s that word again—hope.  Ben Franklin said, “He that lives upon hope shall die fasting.” Perhaps he was right. Simply hoping for the best for others doesn’t make it so. That requires action. So for those of us who find ourselves in a giving spirit, let’s make the effort in some small way to touch those who are struggling through the season. It may be no more than a smile to a stranger, a cup of coffee and a conversation, a donation of time, money, clothing or toys. Just do something. The action is its own reward. Now where was I before my plea to you to be charitable? Oh yes, that inescapable yearning for connection to one another during the holiday season. I think much of it is fueled by the pervasiveness of the season. It becomes the center of attention—in the news, in advertising, in our own little worlds of holiday parties and mall traffic. It reminds us that we’re all in this together. We all rally around a cause or event that affects us as a whole. That’s why movies about alien invasions are so inspiring to me. They unite the world against a common enemy. It’s why there is such a pouring out of help and support when natural disasters strike anywhere in the world. We realize that the event is bigger than any of us. So whether you believe in Santa Claus or not, I implore you to believe in what he represents. Don’t dismiss the power of the myth of a jolly, white-bearded chap being whisked across the sky by tiny reindeer just because you’re a grownup. Let that giving spirit and sense of unity draw you closer to those you know, and those you don’t. Be a kid. I promise it doesn’t hurt. Just ask a kid. They’ll tell you. (Comment on this)
Saturday, December 4th, 2010
12:43 am	Original Thinking in a Template-Driven World By: Larry Roy What happens when you hire a company to help you improve your brand, or increase the flow of traffic to your website or your business? What’s their process? Do they go in the back room and grab “Improving Your Brand Template #4” off the shelf, rename it and say, “Here you go?” I hope not. We can’t tell any company exactly what should be done to accomplish their goals through marketing and advertising until we thoroughly understand a few things. Let’s start with who they are--meaning who they think they are, who they want to be, how they are really perceived by the public, and do any of those match. It takes some significant probing and prodding to get a sense of this, but our clients appreciate it. They get what we’re after. There is much more we need to learn before we can devise a real plan of attack and the necessary weapons to employ, but let’s skip that for now and jump to the process of brainstorming. What a cool word—raining on the brain or, I guess, from the brain. In any case, it’s fun and challenging at the same time. In our group, we tend to take the information we’ve extracted from our clients’ heads, then sift through it independently. Allowing individual thinking first, without the influence of others, pushes our team to think for themselves. That’s a good thing. When we do come together in a brainstorming session, it’s a free-for-all by design. I don’t want us hung up on the how-to or the inherent silliness of an idea, at least not at first. If we’re not laughing hysterically at some point during a brainstorming session, then we’re probably not unearthing the best ideas. When you let diverse minds interact with a singularity of purpose, but with total freedom to dream up anything they want, it’s amazing what comes out of it! Einstein said, “Imagination is more important than knowledge,” and I listen to what he says. So after the frivolity of a brainstorming session or two, we switch sides of the brain to zero in on the best, most feasible ideas for a client. Then we fine-tune them, and organize them in terms of priority. Next step, present to the client. “You think we ought to do what?” It’s not an unusual first comment from a client when we sit down to review our ideas. That’s okay. If we don’t surprise them with something they haven’t considered before, then we haven’t earned our keep. That’s not to say that our sole objective is to shock the client with some crazy idea, but they’re paying us to think differently than they do. They ought to get their money’s worth. Besides, there’s always a method to our madness, a strategic logic behind our crazy ideas, and typically some precedent of prior success. This is phase one of the process we follow with our clients. Phase two is defining budgets and timelines for implementation; more on that in the next installment. In the meantime, my advice to those seeking brand enhancement or advertising help is to look for a company that isn’t afraid to ask you hard questions, and then tell you what they think. It helps if they’re a little off their rocker, too! Just a little. I hope this article helped shed some light on creative advertising agencies. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Marketing Consultants Nashville. (Comment on this)
Wednesday, November 24th, 2010
9:00 pm	Accessorize Your Personality By: Sheilah Griggs This last week in NYC the city seemed so much more friendly, so much more welcoming than I even remember from when I called it home. I connected with so many new people, and strangers started conversations everywhere my feet took me. I started realizing that there was one common thread that made busy New Yorkers actually stop and speak to me, so I thought I'd share the secret. Not that it is revolutionary but to my surprise it was measurably effective. However, it did require me to step out of my comfort zone, and of course, I had to do my part to continue the conversation and turn the chance meetings into relationships. My friend, Sue, a jewelry designer, sent me to New York City with a box of treasures while making me promise to give my traditional diamond studs and pearls a break. I was not living up to my accessory potential in her assessment and needed to kick it up a bit. Well, okay, a lot. So, I trusted her and promised to wear something different everyday. And everyday I would stand in the mirror wondering if I could really pull it off... and guess what? I could!! People consistently commented everywhere I went. I had ZERO clue that one promise to Sue would be the catalyst to cultivate new relationships and open up a world of opportunity. Seriously, it was the jewelry that made NYC more friendly, more engaging, less scary. If it can work in NYC, it can work anywhere. Take the leap, wear something unique and see what happens. But be ready for the conversation that follows and make it count! Smile, be friendly, engage and say thank-you. Return the compliment and go from there with witty banter.... it will work. If you want to see some of what I wore to make new friends, check out: www.creativemindsgallery.com I hope this article helped shed some light on networking in business. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Creative Advertising Agencies. (Comment on this)
Wednesday, November 17th, 2010
2:47 am	Review: Accelerent (Business Development Platform) Point 3 Media decided to get involved with a business development platform earlier this year called Accelerent. It's a significant investment of both time and dollars, but we felt it was worth it for one main reason: we wanted to do more local business to build the economy in Middle Tennessee. We spent many years building our client list outside of the state, but are now focusing on helping businesses close to home. So far, Accelerent is exactly what it says it is: a business development platform. I know that Larry, Sheilah, Jessica and I have had a fun and productive time going to the various events, and meeting all of the different partners and their clients. I've met more people in the past two months of being involved with Accelerent than in the past two years of living in Nashville. It's been great on a personal and a professional level. Plus, what a great way to distribute your business cards! The events encompass everything from one-on-one meetings to wine tasting events. There is also a monthly breakfast where Accelerent brings in a speaker to educate business leaders. They've included: Merril Hoge, Peter Vidmar, and Vernice Armour. They've all been great and so inspiring. I really learned a lot from Peter Vidmar - he's a US Olympian and motivational speaker. He can still even do his pommel horse routine and he's over 50! Peter spoke about motivation - ROV (Risk, Originality and Virtuosity) - and how those three elements should insure that your business outperforms the competition. You should definitely read about his story here. All of this networking would not mean much unless there was measurable ROI. One of my tasks is to track how many meetings we have, how many proposals we deliver, and how many clients we do business with because of Accelerent. Utilizing the Accelerent platform there is a longer term prospecting process, however, the potential return on investment is great. That being said, now that our Accelerent partners are familiar with what we do, business is steadily flowing. We have many appointments booked each week, which is great, but it can be overwhelming and that's why I'm here to help. I'm excited at a new opportunity for Point 3 Media, and am looking forward to expanding our family of clients. (Comment on this)
Monday, November 8th, 2010
6:57 pm	So, You Want to Boost Business........ By: Sheilah Griggs In working with literally 100's of entrepreneurs over the years, there are several common attributes I find in successful people. First of all, most started their business based on something they loved to do or enjoyed being around. It's hard to do the mundane duties of running a business if you are not passionate about your product or service. You need to believe that what you are doing is worth it, that it will make a difference and that it matters, if only to you. Never underestimate the influential power that comes from a person with passion. People seem to easily "catch" their message and they don’t seem belabored with trying to "teach" their vision. They are inspiring and all of a sudden people will begin to buy their product and build their brand for them. So don't be afraid to show your passionate side - people like it! Other successful individuals see a void, or need, in their own life and have their "ah-ha" moment about how to fill it. For example, let's look at the successful international company, Spanx. If you don't own some, your mother, sister or girlfriend does. One day, a 20 something young lady named Sara Blakely wanted to look better in her white pants so she cut off the feet of her nylons. Later, as she was walking around the city feeling svelte, she thought, hmmmm... I bet other women would like this too. And, she was right. She saw a need and she filled it.... and she's kept on filling it with over 200 product lines. Now, what if Sara Blakely had her "ah-ha" moment and started absorbing all of the negative energy that began coming her way? You know, the thoughts like, "Well, maybe it's a stupid idea" or "But, I've only got $5,000.00 in my savings" or "My best friends boyfriend rolled his eyes at me.".... you get the idea. If she had decided to dwell in the negative she would have missed the opportunity of a lifetime. She would still be selling fax machines (no joke), she wouldn't have had the ability to fund foundations that help women entrepreneurs and we all would look much worse in our cocktail dresses. Tragedy really. So, another highly important attribute is staying positive. People want to be around positive people. People want to buy from positive people. You're probably thinking, okay Sheilah, how do I stay positive even in such dreary times? The answer is to surround yourself with like-minded people - build your community. Start by talking to that one person that always makes you feel great - you may not even know him or her that well, but you always walk away feeling energized. Positive people draw positive people. Negative people draw downers. Start noticing what badge someone is wearing and hang out with your crowd. Watch the words coming out of your mouth so you will draw the kind of people you want, and at the same time you'll make someone's day with your energy. Bottom Line: Start dreaming with passion, be around positive people and stick to one rule - no negativity. Just go for it. If you're like Sara, you'll boost your bottom line in more ways than one. I hope this article helped shed some light on the life of an entrepreneur. Click on the links for more great information about Marketing Consultants Nashville and more specifically about Creative Advertising Agencies. (Comment on this)
Monday, October 4th, 2010
7:22 pm	How I Learned To Network By: Taylor Vick I grew up in a suburban white community. It was all about the politics – think Real Wives of Dallas. The women who knew how to network the best were the ones who were always featured in the society section, their kids always got the lead roles in the musicals, and their husbands were always invited to the top men’s business associations in town. A powerful net-worker truly cannot be stopped. I was first introduced to the real power of networking by my Grandmother. She had an author friend in town and I happened to stop by her house for a visit. This woman talked herself into getting me in touch with the National Debutante Cotillion, since she was so impressed with me. (I really only smiled and nodded as any shy 17 year old would do). A few months later, I received a call to join Washington D.C.’s finest for a week of Debutante parties. I was honestly in shock. [Side note – anyone who knew me at 17 knew I was a total tomboy who only wore jeans, Dr. Marten’s and baggy shirts. Not exactly the “Debutante” or “Sorority” type]. Debutantes to me equaled white dresses, and a parent’s excuse to throw a mini-wedding celebration for the honor of getting a mention in the newspaper. Not my thing at all. I couldn’t have been any more wrong. The Washington D.C. Debutante Cotillion was about the fabulous dress, but it was also about learning how to network. By watching the other guests, I determined three things: talk to everyone regardless of station, don’t be shy, and start a conversation because no one else will do it for you. Talk about the embodiment of Carpe Diem! This wasn’t your typical event. It was a bunch of politicians, original USA families who could trace their origins back to a founding father, military officials, and me. What did I have to offer? I blossomed into the best conversationalist I could be. I asked my conversation partner questions about what they did, their interests, their ideas. Never once did I offer a story about myself unless specifically asked. By listening intently, I instantly elevated my position as more than a Debutante. I was a powerhouse of networking! I knew exactly who to connect to whom. I was able to remember birthdays, anniversaries, and important stories or dates in that person’s life. After the parties were over and life had settled down, I was able to write thank you notes, send birthday cards and otherwise let my new friends know that I was thinking about them. The result of all of this is that I have a place to stay in most metropolitan areas in the USA, as well as in many European countries. Not only that, but I have a wide variety of connections I can tap for business recommendations, political influence, business ideas, and (my favorite part) friends I can count on for travel. The biggest lesson I learned for networking is: the more you practice, the better you become at it. Practice really listening and remembering facts, dates, ideas, etc. Practice making social situations about everyone else other than yourself. Be gracious. Don’t interrupt. And more than anything: be there to have fun! I hope this article helped shed some light on networking. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Creative Advertising Agency. (Comment on this)
Monday, September 27th, 2010
9:48 pm	Networking...It's Elementary By: Sheilah Griggs The word "networking", while creating an orgasmic flurry of excitement in some, can often cause an otherwise mature adult to roll their eyes like a teenage girl. Why such extreme reactions? The one panting thinks he will meet someone at the next meeting that will make him a millionaire and the other sees it as a waste of time because the guy living from event to event is doing so over a garage. Networking alone does not put food on the table nor does being a hermit help grow your business. If you are fortunate enough to have a team where the introverted workaholic is balanced by the gifted socialite, then your chances for success are good. But what if YOU are the team? Regardless of the scenario, everyone can find their balance if they stay networking neutral. How do you do that? Well, first of all, stop looking at it as "networking" and start looking at it as making friends. Now, what did we learn about making friends in elementary school.... Be nice, don't interrupt and share your toys. Things really aren't that different - our clothes are just bigger. Nobody liked the pushy bully in school and now he's grown up to be a salesman - no matter what he's selling, people will go hide in the corner to escape his mouth. Selling should not be your goal. Building a relationship should be. You can't expect a deal to close on the first night.... people who do that are called sluts, if you recall. So, be patient, be charming, and be liked. Nobody really liked the snotty "soch" that wouldn't share her Aqua Net and talked about, well, about herself. So focus on asking questions and give your elevator pitch in a conversational way and when solicited. Don't worry, people will ask what you "do" because it's more comfortable than asking who you "are" on a first date. The shy girl always on the sideline at the high school dance probably grew up and created something amazing like the windshield wiper. But, at a networking event, she's probably still waiting for someone to smile her way. Be the one who does it! Bring someone out of their shell and they'll never forget you. If you were the star quarterback, probably by now your waist line is higher than the number on your jersey but all of that attention probably gave you quite a bit of confidence. Use your powers for good - help someone feel part of the action. Be helpful to someone else and you will be remembered. Of course, if we only knew back then that the "nerd" would grow up to run a Fortune 500, we might have said yes when he asked us out. So, when someone who doesn't seem like your "type" wants to chat or grab coffee, take the half hour to do so. You'll still have friends the next day at the lunch table, trust me. In a way, all this "networking" stuff is really very old school. In all of this over sharing and electronic communication we've seemed to have forgotten the art of conversation.... but that's for another blog. I hope this article helped shed some light on business networking and strategies. Click on the links for more great information about Strategic Business Planning and more specifically about Creative Advertising Agencies. (Comment on this)
Tuesday, September 14th, 2010
10:11 pm	Stock Footage, Editing, and Music with Larry Roy By: Taylor Vick The editing process is something that has always amazed me. It takes such skill, attention to detail and focus to edit footage. Larry Roy was available to answer some questions about editing from a producer's viewpoint, and how he manages all of that content. Taylor Vick: Stock footage versus original footage? Larry Roy: Stock is more cost efficient when the style or quality of footage you need is way beyond what the commercial budget will allow. Footage from a certain era, for example. It's obviously easier you use stock WWII footage, than to attempt to re-create it, unless you have the scene calls for something very specific, and you have the budget. Or maybe you need footage of sharks – not something you would typically go out and film even if you have the budge, since there is great shark footage available. If you need to portray a specific location or event, or a very particular style of footage, then original footage is best. It localizes the message and adds credibility. We prefer to shoot footage whenever possible, but again, it's gaging what is more important--the quality or the specificity of the shot? If you can afford both, shoot original footage in most cases. Since stock footage is of course available to anyone, we often add a treatment or filter, or vary the speed, to give it a unique flair. TV: Do you have any editing tips? LR: Editing is really where a story gets told, whether it’s a commercial or it’s a short video or a feature film. It's where you piece together the sequence, timing and flow. Beyond timing and flow, editing is a lot of decision-making about what to use and what to leave out. On most projects, we overshoot to give us options in post. (It's no fun to produce a 3-minute video with only 2 minutes of good footage!) Editing can and should involve trial and error, because the timing and feel is so important. In commercial advertising, we typically edit video to audio. In other words, you have a recorded script or on camera talent, or music--something that marks a beginning and end. Audio and video of course have to work together in some logical or aesthetic fashion. So if you lay down your base audio track, driven by words, sounds and/or music, then you’ve got something from which you can tell the visual story. Audio is generally enhanced, or "sweetened" at the end of a project, but in its rough form, it typically starts the editing process. In short, my advice is to be prepared, have a vision for the project, but allow for creative ideas to flow once you sit down to edit. TV: How do keep track of all the different edits/shots? LR: On set, we use verbal remarks, slates, shoot logs, and good script supervisors! Often the audio remarks a director makes on set while the camera’s rolling guide the producer and editors in post. And even in this day and age, a good paper log to refer to when in post-production helps. Digital production makes shot management much easier now, as opposed to tape and time code, since each take of a scene can be captured as a separate clip. Also, we tend to shoot to edit. Because I've done a lot of producing, I understand what an editor has to go through, and try to think ahead when shooting so as not to make the editor's job a nightmare. Yes, we'll overshoot, but mainly to give us options where we expect to need them. When shooting B-roll for some long-form product, our shots are pretty planned, but we improvise on the fly as well to capture different angles or elements or scenery, just for variety. There is a "must have" list of shots, then there's everything else. TV: How do you go about selecting music to go in the commercials? LR: To me, the mood that you want to create with the commercial should drive the music selection. If it’s intended to be light-hearted and fun, then the music needs to follow suit. If the tone is more somber and serious, then the music needs to match that. Some of the best post-scoring to me in commercials is what's NOT there--a strategic break in all sound to accentuate a point. We often use a straight percussion, or a recurring sustained note to create a unique feel or sound. (Comment on this)
Thursday, September 9th, 2010
10:40 pm	Production: Proper Prior Planning One of the most important parts of production is the planning. Here, Larry Roy talks about the planning process and how to overcome on-site challenges! Taylor Vick: Are there any on-site challenges that you have to overcome on the day of the shoot? Larry Roy: Yes – all kinds of things! Planning is a huge part of production. It’s maybe the biggest part. If you’re planning to shoot, all the preparation you do ahead of time, if you’re doing on location shooting, the planning and preparation makes all the difference. But, having said that, there is virtually always something that you have to fix on the fly. It could be that you’re shooting outside and it rains. Or that there’s unexpected noise that you have not planned for, or a talent is delayed for whatever reason, and your time table is thrown off, and your lighting changes from what you had planned. If you’re shooting indoors there could be technical issues that delay projects or lighting issues or wardrobe issues. That’s why the planning is so important. You plan for everything you can, and you allow as much time as possible for the unexpected to occur, so you can make it up later. TV: What do you do if there is unexpected noise at the shoot? How do you fix it? LR: The best way to fix is to not be there. If you can plan around it, then you simply find a facility or a location that is quiet and not subject to a lot of interruption. If you can’t do that, you simply have to wait it out or allow for it, or make arrangements with anything that may be the source of that noise to work around it. But if you’re dealing with planes, trains and automobiles, you simply wait it out. TV: Have you ever had any challenges with the crew in Nashville? LR: Yes – challenges in that I’ve had a sound engineer show up with one mic when we needed two or three. There have been issues with cameras not being properly prepped or not having mint packages. As far as the crew themselves, very seldom. We’ve been fortunate, and this city is fortunate, to have a plethora of very good production people: experienced, knowledgeable, well prepared, and hungry to work. So it’s very seldom that you have any real issue with the crew. I hope this article helped shed some light on the production planning process. Click on the links for more great information about a Media Production Companies and more specifically about Commercial Production Company Nashville. (Comment on this)
Tuesday, September 7th, 2010
11:12 pm	TV Commercials, Talent and Directors with Larry Roy I got to sit down with Larry last week to interview him about TV Commercials after his great blog about 5 Ways to Improve Your TV Commercials. It was the first interview I had ever conducted since Elementary School when we had to interview one of our heroes. (Mine was Ann Richards - Governor of Texas from 1991-1995 - and she even wrote me back)! Anyway, TV Commercials can be so challenging to get right, and just about anything can go wrong. From scripting to casting to lighting to editing, the process is time consuming and can be expensive. Here, Larry gives some advice about how to overcome the challenges of producing and directing a TV Commercial. What are the elements of a good TV Commercial? Always start with the concept, or the idea. What do you want to communicate? That’s the message. How do you want to communicate it? That’s the concept. Okay, so you’ve got concept and message. Now you need a script. Sometimes a commercial may not have any words at all, but there is a visual script – a story board – that tells the story, but most commercials have some written word that is spoken. The importance of a good script is that it has flow and is concise. When you’re dealing with commercials, you have less time and therefore every word counts. Oftentimes less is more. The tendency of a lot of advertisers is to cram so much information in 30 or 15 seconds that it’s not heard at all. You get to the end of a commercial, and it’s just a blur. So, I always stick with writing as little as possible. You don’t have to fill every second with spoken word. Whatever has to absolutely be gotten across needs to be in the script. Other elements to a good commercial beyond concept, message, and script are talent and production values. Nothing can save a director more than good talent. If you cast people who are qualified and good actors, then they make whatever you have to work with better. Production values – obviously budget dictates what those can be – but the basics of good lighting, good directing, good editing, good timing are crucial. Have you ever disagreed with a client who chooses talent that you don’t think is right for the part? And if so, how do you handle a talent that isn’t up to your standards? The most challenging talent is usually if the client is the talent. That decision is made for obvious reasons. Sometimes it’s about ego, but other times it’s about feeling that that person needs to be the face of the company or the product. So, our first task generally is to recommend against it, unless that person happens to have some experience or is naturally comfortable in front of the camera. If they’ve done a lot of interviews, or press appearances on shows then they’re going to have a certain comfort level. If they’re very shy, quiet, and feel awkward speaking towards the camera, then it creates more of a challenge. If you can’t propose that professional talent be used – you first of all plan to spend more time with the talent, and slowly take it in small bites to get the absolute best delivery you can for short scenes. We often will employee instances where the talent is done more interview style where they’re not looking at the camera and they’re talking to someone off camera who is interviewing them. The reason for that is because it’s much easier if you don’t do this professionally to have a conversation with someone, than to have a conversation with a lens and a red dot in front of you. Those are techniques that can be used to get a more natural, more comfortable delivery. One of the worst things in a commercial is if the talent is very stiff, stilted, or unprofessional, because you question their creditability. Even if they’re sincere, if they can’t put across a message succinctly and comfortably to the camera, then their creditability is at risk. What happens if your client is the talent, and he also decides he wants to direct? How do you handle that? I’ve had that occurrence often. It’s not only with the clients themselves, but sometimes it’s with their ad agency, or their marketing director, or something of that nature. There’s some politicking that goes on. On the shoot side of things, one of the most important things to stress is - when you’re dealing with the talent - that there’s one director. That’s just something you have to strike a hard line with the client, and say this is the director. He/She will talk to the talent. If you have a thought or an opinion, please voice it to the director or the AD [assistant director] and let them communicate with the talent. When you’ve got someone on the spot, in the lights, and trying to act, multiple bosses is not a good thing. On the backside in post-production, if the client wants to be in the production, you obviously encourage them to allow you to do a first cut and present that to them first. Then if they want to be involved after that, fine. It is just practicality. If I’m talking to the President of an insurance company, I’m not going to try and tell him what kind of life-and-casualty or term insurance to buy. That’s not my area. That’s not what I do. By the same token, this is not what they do. Production is not – it’s a learned skill. It’s a trade just like anything else. The challenge in that is people – creativity is subjective. Everyone can have an opinion on what they think is “good” or creative. But the process of creating a finished product such as a commercial is as much science as it is art. There are steps and details in the process just like anything else. So we try and lead the client to understand and trust us that we know what we’re doing. We’re trained to do this. This is what we do every day and allow us to do it. Oftentimes when we have a client that we’re working with that doesn’t know us, and they feel the need to be a part of the production. Almost inevitably when they’re on set with us or on location with us shooting, they realize what preparation has gone into it and how we operate in that environment. Then they tend to back away. They see that we know what we’re doing. That it’s been well thought out and well prepared and there’s an excellent crew of people there doing what they are trained to do. So 9 times out of 10, they say "I don’t need to be around any longer." That’s usually what happens. I hope this article helped shed some light on how a media production company handles talent. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Creative Advertising Agencies. (Comment on this)
Tuesday, August 31st, 2010
9:22 pm	My Take on Video Editing As a commercial production company, Point 3 Media is constantly writing scripts, shooting commercials and editing video together to produce nationally syndicated commercials. We are a Nashville-based marketing and advertising agency who loves what we do, and our video editor, Beau, decided to share why he loves what he does. Why do you do what you do? By: Beau McCombs Editing is sort of like looking through your boss' entire music library and making a playlist for a very specific person. It's like decorating a house, knocking out a wall, and adding another room you didn't think was in the budget. It's like making a photo album....actually, it's probably more like that than the other two, but those are still pretty valid. So it's like a photo album in that you took a thousand photos at prom and can fit only one hundred into the album. That photo doesn't work because you had something stuck in your teeth, this group shot of everyone jumping in midair needs to go on the last page, the candid, hilarious snapshot of the principal shooting a dirty look to the camera needs to be somewhere in the middle, this one's good, this one's better, this one never needs to be seen by anyone, anywhere, ever. It's like that, but more grown up and professional. You show a stranger the album, and they know what happened, the sequence of events that took place. But YOU know everything that happened in between, and that is one of many reasons I love my job. Sometimes editing is very straightforward, like a 30 second commercial with someone speaking directly to the camera. The script is written to last 30 seconds on the nose, we shoot with a stopwatch in hand, I take it to the edit suite, look over every take the director approved, and cut it together. Simple, straightforward, to the point. These are fun, because they are exercises in efficiency. There are 30 frames, or images, per one second of video (film is 24 frames per second). Those commercials cannot go one frame over thirty seconds, so if an approved take runs 20 frames long, I have to find 20 frames that we don't need in the spot. It'll usually be at either the very beginning, or a breath at the beginning of a take, or somewhere. If it's there, I'll find it. Other times, it's a lot more free-flowing, like in online promotional videos where there's interviews as well as voice-over. These are equally fun and challenging for me. After the shoot, I'll sit with the director with a pen and pad, and we'll talk about what we feel is the theme of the piece, what major points we need to hit in under three minutes. There's a lot of sketching, nodding, and laughing, because we have to come to a point of agreement on where it's going and where it could go. This is also one of the fun parts of my job, because I have all of these influences that the director is unfamiliar with and vice versa, i.e. I get an idea for a text transition from a late nineties British sci-fi comedy sitcom (of which he's never heard), or he would like to emulate a style from a black and white TV show that aired before I was born...But we earnestly listen to and trust each other to create something that is going to hold true to our clients needs, as well as captivate their target audience. So the director will leave and I will watch the footage, pen and pad in hand. I'll start grouping different sections of interviews into categories that match up to themes and points I've written down. I usually figure out the beginning and the end rather quickly, and I'll have them sitting there on a time-line with a full two and a half minutes of black screen in between. I'll ask myself, what is the most efficient, informative, and entertaining way to get from the beginning to the end? I start to put the pieces together, but there's no real science to it. It's all feeling, really. This person says something about trusting co-workers in this interview, and this other person mentions the reliability of their boss. I put the two shots next to each other, and it feels right. I suppose one might call to question the checklist a cut must hit on before it "feels right", and for me, it's based on every movie/tv show/commercial I've ever seen... starting with the first film I recall seeing in theaters (the re-release of Fantasia) and ending with Scott Pilgrim vs. The World, which I saw a couple days ago... I don't have them all at the forefront of my consciousness, but they're all there, all challenging me to do something better and different, to pave new ground. If I'm not moved by the cut I've made, then I'll try something else. If it's my very best and it works, then I move on, digging for any key set of words that will really drive the message home. This is what I get to do, every day. Think outside the box, make art, surprise and inspire people by telling stories and showing them great sights. Whether it's a 30 second hair spot shot in our studio, or a 3 minute promotional video for a medical company, the goal will always be the same: that the viewer enjoys watching the finished product as much as I enjoyed cutting it together. (1 Comment |Comment on this)
Monday, August 23rd, 2010
11:39 pm	5 Ways to Improve Your TV Commercials By: Larry Roy It’s often said that bad publicity is better than no publicity. When it comes to television advertising, however, that’s not necessarily the case. Sure, “bad” commercials are often talked about more than “good” commercials, but they don’t motivate consumers to do what you want. In fact, they often repel them and—by virtue of all that talk—they can repel their friends, and their friends’ friends! As much as we complain about them, television commercials still heavily influence our perceptions and our decision-making. They prompt us to form an opinion about companies, products and services. That’s not surprising when you consider that TV commercials, unlike any other medium, are able to utilize sight, sound, motion and emotion to convey a message. As an advertiser, the trick is to convey a message that produces a positive response, not a “have you seen that awful commercial for so-and-so?” response. So what makes a “good” commercial? Is it simply the dollars spent? No, there have been many high-cost commercials that have produced miserable results. Is it because they are funny? Sometimes, yes, but humorous commercials often entertain people but leave them completely oblivious to what product or service or company was advertising. So what works and what doesn’t? Well here are just a few tips that may help ensure your television commercials hit their mark. 1. Know Your Audience – Television advertising by design speaks to a wide audience, but your message should cater to your primary audience—those most likely to buy your product or service. Are they men or women? Are they under 30 or over 60? Are they upper income, educated consumers? Are they selfish or cause-oriented? Families or single people? Of course, your audience can be a mix of some or all of these, but you can draw intelligent conclusions about your primary potential customers from your current customers. If you want to reach women in the 30’s that are likely married with children, then a commercial that uses bathroom humor as its premise is probably a mistake. Target your message to talk to whom you want most to reach. 2. Define Your Purpose – When I ask a client what they want their television advertising to accomplish, the typical answer is “increased sales”. That’s understandable, the ROI needs to be there. However, often times, the purpose is really something else—it may be a means to an end. If it’s a new product or company, for example, the first objective may be to simply increase awareness, to brand a name and create a good feeling about it. If it’s not a “need right now” product or service, then the objective may be to plant the seed that “we’re here when you need us.” Maybe the purpose is to drive the consumer somewhere else. The goal of much television advertising today is to move the consumer to a web site, where they can really learn about what the advertiser has to offer. In this instance, the TV commercial does not need to communicate everything about the product. It simply needs to create the want or need to investigate further. Remember, unless the ONLY advertising you ever do is television, or the ONLY way the consumer can get your product or service is from your TV ads, then don’t view the sole purpose of your TV commercials as increased sales. Clearly define what you want to accomplish first. 3. Streamline Your Message – A television commercial goes by fast. Most are 30 seconds, some are 60 seconds, and many today are only 15 seconds long. As a result, it’s critical that the message you want to get across is concise and well defined. Often times an advertiser will try to cram way too many facts, figures, options, ideas or messages into a single commercial. The typical result? Nothing is remembered. Decide what is the most important thing you want the viewer to remember first, and build around it. Obviously, the name of the company is assumed to be the most important, but a web address may be even more important if that’s where you want them to go. If you’re selling a specific product, then focus on that product and avoid the temptation to “throw in” several other offers that dilute the message. If the most important thing you want to impress on the viewer is a feeling, then the entire mood and message should convey that feeling, and nothing else. 4. Quality Over Concept – Television commercial production can be expensive. If the vision for a commercial involves multiple actors, multiple locations, lots of special effects, props and sets, that’s great—if the budget is there to do it right. However, many times the dollars simply aren’t there for the proper execution of a grand concept, and the result is disappointing—to the advertiser AND the consumer. When budgets are limited, I always advise the client to focus on a simple concept, well executed. This starts with the writing. A well-written commercial, like a well-written screenplay, can more than compensate for budget limitations. The same is true with talent. A good actor or voice talent can deliver the message far more effectively—and affordably—than a slew of special effects or action scenes designed to cover up a bad script. So when dollars are limited, keep it simple, and focus on quality over concept. The consumer knows and appreciates quality when they see it—and they have little tolerance for a lack of it. 5. Don’t Hide – As mentioned earlier, there are lots of clever and humorous commercials that people remember and talk about to other people. The conversation can go like this: Bob: “I saw this great commercial the other day.” Sally: “Really, who was it for?” Bob: “I have no idea, but there was this talking chimpanzee…” Large advertisers with large ad budgets that can seemingly “be everywhere” with their message can get away with this. For everyone else, it’s the kiss of death. Don’t be so swayed by a clever commercial with high entertainment value but leaves the viewer clueless as to who you are or what you are selling. This doesn’t mean you can’t be clever, or entertaining, or funny, but don’t allow the story line to completely overshadow your identity. Integrate the product or service or company name into the message throughout the commercial—whether spoken, or on screen, or both. Don’t relegate identifying your company or product to the last five seconds of a commercial, thinking that the last thing they see is what they’ll remember. No, what they’ll remember is what entertained them the most, or what was impressed on their brain throughout the commercial. Other factors certainly come into play when planning and launching a television campaign, such as where and when it runs, what other media will support it, how much competition there is and what they are doing, but these five tips should serve as a guide to where to start, what to focus on and what to avoid. I hope this article helped shed some light on how to improve your TV Commercials. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Creative Advertising Agencies. (Comment on this)
11:33 pm	Creating Loyalty with Employees During Tough Times By: Sheilah Griggs The economy is struggling and everyone is making tough cuts to their budgets. But that isn't the only battle business owners are waging. Some are facing employee breakdowns (JetBlue), some are facing the departure of a CEO (HP), and some may even be facing bankruptcy (American Apparel). One thing that companies don't have to spend a lot on and that is often overlooked is employee's happiness. In times of crisis, it's easy for CEO's and VP's to become consumed with it, but that usually inspires panic. The number one asset you have are your employees, so here are some tips for creating loyalty with them during tough times. 1. Honesty There is no hiding when business is slow, especially from those who are executing the work, so keep them posted. Address the issue directly so that fear won't grow in the dark. ..... "Business is slow. We get it, we don't like it either and we are working to change it." Allow employees the appropriate forum to ask questions & provide ideas. Let them feel part of the solution if they want. Even if what they are offering has been tried, give them the opportunity to express their thoughts. (The wise approach varies depending on size of the company.) 2. Attitude The attitude trickle down effect becomes more of a flood in tough times. A conscious effort has to be made by owners to check their fear at the door. Fear is totally paralyzing, and in tough times you need everyone to be as productive as possible. 3. Gratitude Praise is highly important to weather the storm. Insecurities are high and morale low. Letting someone know they are doing a good job and that they are appreciated can go a long way to change the atmosphere in an office. 4. Integrity Do what you say you are going to do. If a paycheck will have to be missed to keep the company afloat, set definitive dates when those funds will be paid back and do so on time. In tough periods sometimes your word is all you have, so keep it. No matter what the final outcome for the business entity, your integrity will be in tact moving forward. 5. Suck It Up Swallow your pride, bury the ego and do what is right. Do what you would want someone to do for you. Whether dealing with employees or vendors, no communication is bad communication so if you can't pay them, call them. Communicate candidly about costs and payment. In our experience, vendors will work with you and employees will respect you if you allow them the choice to move on if that is what they need to do. It's one of those "put your big girl panties on & deal with it" kind of moments... you'll be glad you did as you move forward. I hope this article helped shed some light on how to create loyalty with employees during tough times. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Creative Advertising Agencies. (Comment on this)
Wednesday, August 18th, 2010
12:37 am	5 Ways to Grow Your Business During a Recession By: Sheilah Griggs Growing your business is a challenge when the economy is good, and even more so when the economy is struggling. Even so, we've seen growth across small businesses, especially as buyers want to support local enterprises. In Nashville at our commercial production company, we've seen success over the past few years and attribute it to what your mother taught you in kindergarten: make friends, be nice, use your words, and share. Here are my Top 5 ways to grow your business during a recession explained: 1. Rely on Relationships Use relationships to create business and retain business. Think of everyone you meet as a potential connection to a new piece of business or one that furthers a current client's business. Focus on helping, not taking, in every conversation. You are an asset, a needed resource and someone to trust as a solution to a problem. If your business does not meet the need, refer them to someone you trust who does. The relationship you just established will benefit you long term. Maintain a positive attitude with your relationships - don't get sucked into the trap of discussing a negative environment. People want to work with successful & positive individuals that make them feel good. 2. Customer Communication The "personal touch" is a lost art form in this age of automation and electronic communication. Your clients & potential clients believing that you actually care about their business--because you do--will set you apart from the competition. Guide them, counsel them and tell them the truth. Create a company culture that promotes and supports a hands-on approach with clients which delivers your best service and advice. This is particularly important for creative advertising agencies. 3. Simple Concept, Well Executed Execute the project well, regardless of budget. If you have to simplify the concept, do so to maintain your reputation of quality. Don't let desperation trap you into over promising and under delivering. Focus on long-term commitment to efficiency and quality. 4. Cast a Wider Net Provide financial protection in slumps by purposefully marketing yourself to multiple industries and in multiple markets. Diversity is key. The economic condition of one city or a singular field of industry won't effect your bottom line as greatly. This should be a part of your strategic business planning. Evaluate your company's core products, services and talents, and then look for customers outside your "traditional" customer base that could benefit from what you offer. Most businesses are just like yours and seek a fresh approach, especially in tough times. Partner with a complimentary product or service provider you trust and then target new business together. Your combination of assets will strengthen your ability to "seal the deal". Speak to your core vendors before bidding a project. Let them know that if you get the job you will use them but ask if they will work with you on payment. Use your relationship to strike a mutually beneficial deal with payment based on a specific criteria, including: reduced rate, payment plan or trade out for your services. 5. Higher Slashers Staff smart for your key high-level positions with individuals that have multiple skill sets and are to handle multiple projects if necessary. Slashers stay busy because they have multiple things they can be doing. If there is a lull, their desire to be productive will cause them to ask for a project or they will be creative and bring one to you. Find people who are motivated by helping others and problem solving. If they are motivated by money only, when things get tough they will get going.... or at least looking. (Comment on this)
Tuesday, August 17th, 2010
1:23 am	Is it me, or does the pursuit of happiness happen to have had a resurgence in the past year? The more the economy turns down, the more families and friends are spending nights at home together playing board games and throwing dinner parties. What a great time for Tony Hsieh's book Delivering Happiness: A Path to Profits, Passion, and Purpose to hit stores! The book is a smash hit with bloggers and CEOs alike. It dives into corporate culture and how to increase happiness for employees, investors and customers. It's a must read for HR staff, C-level staff, and anyone interested in creating a fun work environment while working hard. Recently, my financial adviser asked me to read the NY Times Article from August 7 titled But Will It Make You Happy? He was asking me to read it for my personal edification, but little did he know that it is a gem when it comes to trending for marketers. What a great read! The article talks about why American consumers are downsizing and what their purchase decisions mean for America's economy. Not only are consumers purchasing fewer material goods, but they are actually increasing their purchase of experience-oriented products and services. (Think pasta-making classes, hiking trips, vacations, board games, etc.). I am definitely inspired to take a look at what I'm really buying. I think marketers should do the same for their products. Since consumers are spending their money on experiences, not physical goods, it is more important than ever for consumers to make an emotional connection with a product. We're seeing a shift from German-thinking of consumerism and keeping up with the Joneses, to a more French-style of thinking. The French might not have a car or a huge home, but they enjoy fine dining experiences and being with family. If marketers can find a way to make shopping and buying an experience again, they will be successful in today's market. Take Apple for example. They have created a shopping environment that is not only an experience, but a place where consumers know they are going to get outstanding customer service, and have the ear of an employee for as long as they need to make a purchase decision. Here are some questions to think about if your brand needs a boost: What need does your product or service fulfill? Does your brand invoke an emotional reaction? If so, how do you or will you capitalize on it? Is your product or service something you can turn into an experience? I hope this article helped shed some light on the recent consumer spending trends. Click on the links for more great information about aMarketing and Advertising Agency and more specifically about Creative Advertising Agencies. (Comment on this)
Wednesday, August 11th, 2010
11:29 pm	Voss Calls for Small-to-Medium Agency for 2011 Voss recently put out a call for bids from a small to medium sized agency to handle their marketing communications in 2011 via Ad Age. In response to Ad Age’s article titled “Small-to Midsize New York Shop? Voss Wants You: Launches Open Call for Agency Review in an E-mail to Ad Age,” Sheilah Griggs of Nashville’s Marketing and Advertising Agency, Point 3 Media, agrees with the transparent approach of calling an agency review. It doesn’t necessarily mean a cattle call. Here is the press release from Ad Age: Voss, a leading super premium imported bottled water, is conducting an agency search to provide various marketing communications services for an early 2011 launch. Interested agencies should contact Ken Gilbert, the consultant contracted to conduct the agency selection process. Candidate agencies should be based in New York City—small to medium sized. Prospects must be able to demonstrate strong strategic planning and creative capabilities. Experiences in related categories include beverages (alcoholic and non-alcoholic), entertainment and culture, luxury and imported goods. Here’s what she had to say: I do believe the trend will be turning towards creative advertising agencies who are more efficient and "swat team" in approach because clients are missing service and direct communication. Advertisers want to be listened to and want someone who can get things done without a lot of bureaucracy. Larger advertisers are going behind their agency’s back because they think they could never meet a quick turn around deadline and it would cost a fortune. They also note irritation with having a "communication fee" for a two-sentence email response. To me, it's just poor customer service and absolutely poor relationship management. People want to do business with people, not machines, even more so in this electronic age. It used to be seen as sophisticated to have a large agency, and now I think it's going to be viewed as poor strategic business planning if there aren’t internal changes. They want an agency they can get on the phone and who they actually believe cares about their business. It's about relationships. Whether the economy has brought us back to that by providing more competition, or people are craving some actual old-fashioned interaction, it's a good thing. Voss has openly asked for what they want and it's going to be delivered right to their doorstep. (Comment on this)
Tuesday, August 3rd, 2010
11:56 pm	How to Develop Your Social Media Strategy Part 2 After you evaluate where you stand, you should now be equipped with enough information to make an informed decision about the sites you want to maintain a profile on. Define your list of social sites for your company, and then determine how much time and resources you would like to dedicate to the social marketing strategy. FredCavazza.net If it makes more sense to focus on B2B leads for your company than B2C, go after professional networks, microblogs, social newswires, listing services and start thinking about developing your company blog if you haven’t already done so. If you are focused on B2C, definitely go after websites that your customers are on like social networks, sales/deal websites, social bookmarking, product/service review websites, and blogs. We are no longer in an age where pushing a marketing message works. You MUST stay actively engaged with your audience (whether B2B or B2C), and be true to your brand. Once you develop a strategy, give yourself a time frame and goals. Gauge how much time you need to spend on each website based on what your company’s overall marketing goals are. If you want to engage with customers, you will spend more time on developing relationships on Facebook and Twitter than you will promoting your product or service on YouTube. If you rely heavily on viral video to promote your product or service, develop a YouTube following and don’t spend as much time on Flickr. (Side note – video is becoming the most popular way to consume media. If video isn’t part of your strategy, media production companies can help you with content.) Expect to spend no less than 6 hours a week on implementing your social strategy, and don’t get frustrated! It can take as long as a year to develop a 2,000+ following of legitimate Twitter friends. Would you rather have 30 qualified sales leads or 3,000 unqualified sales leads? Think about the quality of your friends/followers in the same manner. 3,000 people unready to buy could be considered a waste of your time! Any marketing and advertising agency will agree. What is the biggest reason you want to get involved with social media? How are you going to go about using social media to achieve your company’s overall marketing goals? (Comment on this)
1:44 am	How to Develop Your Social Media Strategy How do you know if a social marketing campaign is for you? Here are some indicators: People are already talking about you online You have great employees who want to talk about your company You have a small advertising or marketing budget and are looking to get the most bang for your buck Your company culture is so fun that random people start showing up at your company parties Philanthropy is part of your company culture and you want people to know about it and support it If you don’t like talking to customers, or don’t believe in word-of-mouth marketing, social media is decidedly not for you. But if you read any of the 5 points above and thought “YES!” then you are ready to start thinking about your social marketing strategy! So how do you get started? Think back to your original marketing plan. Most likely, you spent a great deal of time thinking about strategic business planning for different phases of growth for your business. You, or your marketing consultants, defined your target market, the 4P’s, your competitive advantage, and conducted marketing research. Keep all of those items in mind when you develop your social marketing strategy. What you want to do first is define your target audience. Who is it? Where do they hang out online? Not sure? Check out websites like Quantcast.com to see who is on each network. How do customers try to find you? What types of keywords do they type into Google to find your product or service? You can answer these questions by utilizing services like Google’s “Wonder Wheel” or Google’s “Keyword Tool – AdWords” and by conducting informal surveys at your place of business or through your email marketing. Compile these keywords into a list and save them. You will need them because they will serve as a guide of keywords to include in things like your website’s “meta tags” and even give you ideas on what types of blogs and content to post to your other online touch points. The next thing to do is listen. Set up Google alerts for the topics that apply to your business, as well as the name of your business. It’s a great way to start listening to the culture online and gauge sentiment. It’s also a great way to find where potential customers and existing customers are already talking about you. In addition to Google alerts, you can use services like Technorati.com and Hootsuite.com to monitor sentiment and conversation on blogs, microblogs, social bookmarking sites and social networks. Now that you have your target market defined and have an understanding of the online culture, it is time to evaluate where your company stands online. If you are a bank, can you find your website by typing in your company name into Google? What about if you type in “bank + city”? Where does your website rank? Is it on the front page of Google, or is it on page 15? Compile a list of online touch points and evaluate how they rank in search, what the traffic is like, and how many people are interacting with your existing content. (Comment on this)
Tuesday, July 13th, 2010
2:14 am	Marketing and Advertising Marketing and advertising in this first quarter of the 21st century requires managing a vigilant balance between the old and the new. Traditional media sources still play a vital part in the strategy of marketing and advertising agencies , particularly in communicating with the veteran and baby boomer generations. Old habits die hard! Conversely, new media and social media are vital in reaching Gen X and Gen Y. However, the challenge for marketing and advertising agencies is to realize that these broad demographics don’t provide a clear cut dividing line. All generations are subject to some degree of influence by all media. Niche markets based on social status or activities can span every generation, and therefore targeting them cannot and should not be based solely on generational data. Selecting the right media mix and communication outlets for such niches is based more on lifestyle than birth date. Are they active? Tech savvy? Tech phobic? Understanding their behavior as it relates to how they get their information is critical to the marketing and advertising agency in developing a communication strategy. Beyond selecting the right mix of media outlets to communicate with potential customers, a marketing and advertising agency has to give ample attention to the message, and the style of communication. We are witnessing massive changes in consumer attitude with regard to lifestyle and their perception of success. The smart marketing and advertising agency recognizes this and tailors the message to fit the times. Material wealth and simply “having more stuff” are out; prudent judgment and more fulfilling life experiences are in. Simply selling products isn’t enough; building emotional connections and positive relationships with consumers is the driving force today. That being the case, a marketing and advertising agency must focus on how to communicate the right message to the consumer, how to engage them where they are, rather than just “talk at them”. It’s not just a matter of what is said, but how. Despite all the media resources that bombard our society today, people still want genuine communication—with each other, and with companies and products they embrace. This is where the marketing and advertising agency must give strong consideration to how it represents the overall brand of the product or company. At the company level, brand identity today is more than just a slogan attached to a logo. It must portray the attitude and outlook of that corporate entity. Is the company an environmental pioneer; a traditionalist with a proud heritage; a cutting edge innovator in technology? The marketing and advertising agency must first identify the essence of a company’s brand, and then build strategies for communicating that essence through the right channels. At the product or service level, branding is equally important, but can tend to be more problem/solution-oriented. Have a dirty floor? Our product will make it shine like no other. Want to look younger? Our product offers younger looking results faster than any other. This problem/solution aspect, however, is only half the battle. The marketing and advertising agency must ensure that the branding of the product itself is in concert with the solution it offers. For example, consumers who place great value on how they look will, consciously or otherwise, more quickly gravitate to a product that “looks good,” too. Whereas a product whose “solution” is unclogging your drain, must be branded by the marketing and advertising agency as “tough, industrial or otherwise invincible.” Today’s marketing and advertising agency has more resources and avenues at its beck and call for communication than ever before. Add to that mix a more diverse global population that spans four generations of consumers, and the marketing and advertising agency faces both a great opportunity and a unique challenge. (Comment on this)