Dove’s “Campaign for Real Beauty” remains a standout after more than 14 years. By deconstructing beauty norms at a time when few women considered themselves beautiful according to modern standards (in other words, skinny, young, and blemish-free), the personal care brand created what Ad Age considers the No. 1 campaign of the 21st century. A successful brand campaign such as this may look effortless, but it’s the product of skilled marketing expertise, good strategic judgement, and boundless creativity. But what about the campaigns that don’t meet these criteria?
Even as ethnic inequality, violence and racism (hello, Roseanne Barr!) continue to roil Ameria, the new National Memorial for Peace and Justice confronts a shameful era in our country’s past and provides a permanent place for reflection about the painful cost of treating people as less than human.
You can be forgiven for not knowing where exactly the U.S. stands on foreign trade on the day-to-day, with talk of everything from trade wars to truces. Yet the shifting economic climate poses a significant challenge to industries trying to market themselves at home and abroad - along with the creative agencies who support them.
If advertisers understood the importance of social media before, the protest marches and unprecedented string of teacher strikes provide even more confirmation of digital media’s critical role — when used well — in engaging an audience and shaping public discourse from the grassroots up. K-12 education is a particularly tricky industry for advertisers. It’s one of the two largest industries in the US - comparable with healthcare - accounting for 7.2% of the nations GDP and the largest employer in every state, but spends only a fraction on advertising compared to other industries, according to Forbes.
What does it take to be a woman at the helm of advertising? What role does gender play in the leadership and growth of creative agencies? I recently set out to answer these questions along with Katy Osborn, doc filmmaker and co-founder of Amelia Street Studio, in our first ever Facebook Live.
It seems hard to believe that most advertisers once flocked to TV and newspaper. Advancements in technology offer unparalleled possibilities for targeting and engaging audiences, irrevocably altering the media landscape and consumer behavior. The digital marketing revolution affects everything from how content is created to audience expectations, and experiential advertising stands at the forefront. Consumers, who see more than 5,000 advertisements in a single day, are looking to connect less directly with products and more directly with one another through meaningful brand experiences.
Here are some of the top trends we anticipate having the most impact on advertising in 2018:
Working together is more powerful than working alone, and that particularly holds true for women who work behind the scenes in critical yet often unrecognized roles in advertising, music, film, live performance, and broadcast media.
That’s just one reason why our team here at Curmudgeon Group recently launched Scope, a wide-ranging conversation focusing on the most visionary and emerging female producers of today. As a women-owned creative agency, we are in the unique position of being able to cultivate a community of veteran producers, creative leaders, and industry newcomers to alter and diversify the landscape, along with shifting attitudes and expectations.
At a time when the Twitter hashtag #metoo has officially become a thing — and hopes for serious change along with it — we thought it was time to ask our own Josie Elizabeth Davis, Curmudgeon Group’s founder and Chief Creative Officer, for her take on being an entrepreneur/woman/risk-taker/go-getter at the frontlines of experiential marketing, creative production, PR and advertising.