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Creativity and Getting Outside of the Box


Sitting in front of a blank piece of paper? Wondering where in the world to start? I have a suggestion. Turn the page upside down. Or better yet flip it over onto it's backside. Let it know who's boss. If your first idea is terrible, write it down anyway. If the next one is silly, redundant or stupid, write it down. Who knows, it may end up being a comedy direction and that first terrible line may end up being the punch line. You never know. You are jumping off a precipice into the unknown world of creativity and you need to be a leaf at the mercy of the wind or you will come crashing down with your fears in a ball flames every time.

Throw as much as you can against the wall and see what sticks. I own a jingle and music production company and I had an assignment to create a jingle, positioning statement (slogan), campaign for Petaluma Auto Plaza in Northern California. They have a huge electronic sign on Hwy 101 and we decided that this landmark was our key. So, what do you do with a big sign? It's huge and you can see it from everywhere. It's so big, it's like a monument. And what do you do with a monument? We decided to worship it. So I brought into the studio Jeannie Tracy (from Whitney Houston's band), a gospel singing Diva, to sing the following full-on hand clapping gospel jingle I SAW THE SIGN: "I was lost in the gloom of auto dealers and sales pitches, then I saw a light shining bright standing tall (Where to turn?)... I saw the sign (chorus answers 'I saw the sign') in Petaluma ('Petaluma Auto Plaza')" and on and on... If you'd like to hear it go to: http://soundad.com/sounds/ and click on Pet Auto Plaza. It's a smashingly successful campaign.

Sometimes "getting outside of the box" is about simplicity. I had a chain of camera stores in need of a jingle to brand their company name and a positioning statement (slogan) to bring people in. We did a market analysis and concluded that they were trying to reach two buyers: #1)Professional photographers who were developing their film. #2)New camera buyers who were serious about learning the craft. We came up with a simple line that appealed and spoke to both: WE DEVELOP PHOTOGRAPHERS

Creativity is not something I pull out of thin air. There is a process that I trust will lead me to something spectacular. I throw everything possible up against that wall without judgement or self criticism. If doubt creeps in, I throw doubt up against the wall. If I'm getting bored, I throw boredom against the wall and suddenly there is a humorous side that begins to appear. If I don't need humor, I throw it up against the wall and a new perspective opens up.

It's all good in the creative process and those of us who live it should honor it. It keeps us young because it's all about letting go, letting things flow and crawling outside of the box for a few moments.

Barry Volk - EzineArticles.com Expert Author

Barry Volk is a former producer/staff songwriter for ABC, MCA & Screen Gems-EMI Music Publishing, a 20th Century Fox solo recording artist, Musical Director for the West Coast Theater Company and National Director of Marketing for Metro Networks/Westwood One. His music production company, Barry Volk's Sound Advantage http://soundad.com, creates and produces musical identities and jingles for radio and TV advertisers worldwide from small market to national campaigns.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. January / 18 / 2018

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Amazon Has a Plan to Become Profitable. It's Called Advertising - Bloomberg

Bloomberg

Amazon Has a Plan to Become Profitable. It's Called Advertising
Bloomberg
By contrast, Amazon has a tiny advertising business that last year generated $1.7 billion in revenue, according to EMarketer, compared with Google's $35 billion and Facebook's $17.4 billion. But it's growing quickly because companies like Procter ...

and more »

Something doesn't ad up about America's advertising market - The Economist

Something doesn't ad up about America's advertising market
The Economist
IMAGINE a world in which you are manipulated by intelligent advertisements from dusk until dawn. Your phone and TV screens flash constantly with commercials that know your desires before you imagine them. Driverless cars bombard you with personalised ...


State advertising rules ban pot leaves on billboards — and plenty of other advertising techniques - Pacific Northwest Inlander

Pacific Northwest Inlander

State advertising rules ban pot leaves on billboards — and plenty of other advertising techniques
Pacific Northwest Inlander
Plenty of pot shops went the easy route: Slap a pot leaf on a billboard, add some psychedelic colors and call it good. But the billboard for one Tacoma shop was a little more clever, featuring an adorable kitty cat, with a "Thug Life" tag around its ...


How Mr. Potato Head Changed the Advertising Business - Atlas Obscura

Atlas Obscura

How Mr. Potato Head Changed the Advertising Business
Atlas Obscura
In the 1950s, both television and toys were striking out in bold new directions. Television commercials were rapidly becoming the leading form of advertising, assuming dominance over radio. At the same time, a number of soon-to-be classic toys were ...


Massive spike in football shirt advertising by betting companies raises health concerns - Phys.Org

Daily Mail

Massive spike in football shirt advertising by betting companies raises health concerns
Phys.Org
"Sports gambling is also growing faster than other types of gambling and potentially has a much more significant impact on younger and more vulnerable people, including those in the global south. The intensification of the relationship between football ...
Dramatic rise in football shirt advertising by betting companies, study findsDaily Mail

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Google tightens YouTube rules to clean things up for advertisers - Los Angeles Times

Los Angeles Times

Google tightens YouTube rules to clean things up for advertisers
Los Angeles Times
Google is making the biggest changes to the advertising rules on YouTube since the video site's inception, another attempt to clean up its content and answer persistent complaints from advertisers. YouTube will now impose stricter criteria for the ...
YouTube is trying to clean itself up by making it much harder for small video makers to make moneyRecode
YouTube Has a New Tool in Its Quest to Please Advertisers: HumansFortune
YouTube tightens rules for video creators to make money from advertisingFinancial Times
Daily Mail -Marketing Land -Inside AdWords -TMZ.com
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Roku Is Introducing an OTT Advertising Measurement Service ... - Adweek

Adweek

Roku Is Introducing an OTT Advertising Measurement Service ...
Adweek
As TV viewing habits continue to change significantly, marketers are searching for other ways to engage with these fragmented audiences. For instance, more and more marketers are shifting a large chunk of their advertising budget to over-the-top, or ...
Roku Introduces New Metrics for OTT Advertising Campaigns ...Broadcasting & Cable

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Political advertising is not polarizing the American public - USAPP American Politics and Policy (blog)

USAPP American Politics and Policy (blog)

Political advertising is not polarizing the American public
USAPP American Politics and Policy (blog)
There is little doubt that American politics has become more partisan and acrimonious in recent decades. While there are many potential sources of this rise in polarization, many point to the growth in political advertising as one potential cause. By ...


Omnicom: Is This High-Yield Advertising Agency A Buy? - Seeking Alpha

Omnicom: Is This High-Yield Advertising Agency A Buy?
Seeking Alpha
OMC regularly returns almost all of its profits to shareholders in the form of dividend payments and share buybacks. OMC has solid fundamentals and a manageable debt burden; however, revenue growth and net income growth are low. OMC appears to be ...


Screenvision Media Unveils Jurors For Highly Anticipated Hegarty Advertising in Cinema Excellence Awards - Markets Insider

Screenvision Media Unveils Jurors For Highly Anticipated Hegarty Advertising in Cinema Excellence Awards
Markets Insider
NEW YORK, Jan. 18, 2018 /PRNewswire/ -- Screenvision Media, a national leader in cinema advertising, today announced the seven jurors for the highly anticipated Hegarty ACE (Advertising in Cinema Excellence) Awards. The Awards celebrate the most ...

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