MCAD - FOA 2011 - Session #3

Future of Advertising
Spring 2011 • Mondays, 1-6 PM • Room 416
Instructor: Zach Pentel

Class 3: Strategic Creativity and One Show Project Kickoff

Future of Advertising - February

Today
Blog post #3

Regroup with last week’s group + prepare to discuss City Harvest findings

What we’ve learned about the brand and the audience + moving forward

Project groups + assignment for next week
Break

Guest Speaker: Ana Andjelic, Senior Planner, HUGE
At 6 PM:

CATFOA at the Fineline Music Cafe

318 North 1st Avenue


You would think that airlines would have a little more empathy for their customers…do they
ever think about their customers? I honestly don’t think they do.

Great ads do not fix crappy products or rude customer service.

-Natalie


Friskies Cat Food Ad (psychedelic remix)

“The Friskies cat food ad, now with a more appropriate song in the background. Content used under Fair Use.”


To be creative is to be original, or different. It doesn't necessarily mean smart.

I think that is part of being a strategic creative. Ideas have to be intelligent and do more
than have a call to action.

It has to show that the company being represented has answered the call to action from the
consumer by practicing honest, responsible business, giving back to a community, or using
fair labor to provide their products to name a few.

-Alicia


I think that agencies are going to need people who can do it all. I am training myself right
now to know how to be able to work in every department in an agency. I want to be the
"utility player" in the agency, and I think "utility players" are the future of agencies.

-Kayla

From my understanding, specialists are less valued than they once were. Now, as the
advertising industry is expanding, the people they seek to employee have more than one
skill. People with multiple skills could be considered generalists.

-Joy


Concept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net)

Research methods
Emerging tech
Web development
Mobile development
Interactive tools
Anthropology
Sociology
Psychology
Art direction

Concept derived from “The Illustrated Guide to a PhD” by Mike Might (http://matt.mike.net)

I’ve also done some work in classes that involve researching audiences, and focusing
ideas around the result of that research.

Though I’ve probably spent more time in classes that teach skills for people who would
collaborate with advertisers in the real world. Meaning the courses are not actually
necessary for the an advertising major.

When I’m asked about why I’m in these classes I tell people that “when I get a job, I’ll have
a better overall understanding of projects if I understand how and what other groups are
going to need to do to make the idea work.”

-Whitney


...being trained as a classical artist I don’t
have much currently to offer a modern
world.

I spend more time gathering and
communicating than the art itself.

-Rachel

Robin Rhode


“Some of the best campaigns are being
executed by the most unlikely of sources.”

-Ana Andjelic, via Michael


...in all my ad classes so far we've either worked independently to develop and execute
entire ideas or gathered as groups with no particular roles, just using whatever skills each
of us has to complete a given task.

Perhaps this is MCAD staff recognizing this shift towards strategic creative in
advertising?

- Alex


Mapping your audience

Three audience groups:

Food Industry
Donates food, raise funds, raise awareness

Individuals
Interested in social justice. Provide financial and volunteer support

Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving


Mapping your audience

For each audience group:
• Where they are and what they are doing online
• Online tactics
• Where they are and what they are doing offline
• Offline tactics
• Why should they care about Second Harvest?


Groups

Rachel Girard
Kayla Knudson
Natalie Wetjen
Taylor Olson
---
Joy Markunas
Whitney Lunny
Alex Fritz
Patrick Kispert
---
Michael Borell
Alicia Reyerson
Lairen Ballen


Next week
Meet at least once as a group outside of class

Assign a group project manager

Email me & Boriana 3 concepts (and CC your group members)
These can be descriptions, ad-like objects, mood boards, etc.

...and the answers to these questions:

What potential do you envision for this brand?

Who do you plan to connect this brand with?

Why does City Harvest need a brand reinvention?

Send by noon on Sunday

Next week

In class

I’ll email you feedback before class

Present Concepts / Critique

Work time - iterate your first round of concepts, and create three more to
present the following week

Guest Speaker: Meghan Casey of Brain Traffic


MCAD - FOA 2011 - Session #3

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