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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.
Get Better Results from Your Advertising with a Disruptor
When you spend money on an advertisement you want to get the best return possible. To do that you need to get people to STOP and LOOK at your ad.
2005 puts us at the mid-point of the first decade of the new millenium. What will things look like at the end of the 1st decade of the new millenium in the world of advertising? I thought I'd project where the ad industry is headed and what 2010 (or sooner) might look like. This two-part article will take those discussions a few steps further. First, we'll look at a scenario that is likely to be common by 2010 when the heretofore separate worlds of TV advertising, search marketing, behavioral targeting and inventory yield management blend together. If you buy some of this scenario, it's interesting to look at the implications for ad agencies. In part two, I'll speculate on the likelihood of Google being the biggest "ad agency" in world. If you look through the prism I lay out, it will cause you to think differently about where the industry is headed whether or not you agree with some of the specifics.
Top Jingle Companies: What to Look For, What to Expect
The internet offers you the opportunity to seek out jingle companies and listen to their jingle samples online. Your success depends upon a thorough evaluation of as many companies as possible. You don't need to be a musician to know what you like.
There are things to look for in a top jingle company and a few red flags that can help to weed out the bottom feeders.
When listening to jingle samples online, here are a few things to look for:
1) Look for: Overall quality of the all the samples on the site as a whole. (Red Flag: If one or two samples sound boring, bland or poorly done, why are they being showcased on the site?)
2) Look for: Diversity of voices. (Red Flag: If there is just one male and one female voice singing all jingles on the site)
3) Look for: Diversity in styles of music, production, instrumentation & vocal arrangements. (Red Flag: If it all starts to sound the same to you)
4) Look for: Overall quality of the writing. Each sample should demonstrate creativity & imagination, lyrically and musically. (You'll know it when you hear it)
Just as a casting director chooses talent, a great jingle company will find the ideal personality, voice, musician for your project to capture your company image and marketing message most accurately and effectively.
You have every right to expect the company that you hire to create something spectacular/exciting/compelling... Don't settle for less.
Barry Volk is a former Staff Songwriter/Producer with ABC and Screen Ems/EMI Music Publishing, Musical Director of the West Coast Theater Company and National Director of Marketing for Metro Networks (Westwood One). Barry is the owner of Sound Advantage (A Musical Identity Company Since 1993) - http://www.soundad.com
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