I believe that we are evolving. America is a tossed salad of subcultures, each using more personalized media than ever before. With increasing diversity of population and fragmentation of media, advertisers must reinvent communications to retain share of mind.
I believe in conversation. I believe in a future in which disruptive advertising is no more. In its place compelling messages paired with creative media designed to engage with consumers flourish.
I believe in IMC. A holistic approach to marketing is my philosophy. It’s all about brand experiences, connections and touch points. People don’t see advertising, public relations, promotions, packaging, et al, as separate things. People see brands.
I believe in the digital world. The computer, TV and cell phone are our vices. We use these technologies to tap into the 24/7 media environment. Living in this new media world is contemporary chaos. With so much to process, human attention is the new currency. Digital is not a fad. And, advertisers must adapt to this new landscape to stay relevant. They can no longer interrupt people’s lives, manipulate images and shout things at the masses. For brands to fit the new zeitgeist, communications need to have tangible value. They need to understand what people are interested in. Brands need to stop communicating products and start making useful, entertaining and memorable experiences. I believe technology can help do this.
I want to discover. I am the type of person that loves to learn. I enjoy finding the new and interesting things that are happening in the world and drawing connections from that information to my own life, to others and to brands.
I want to create stories. I want to tell tales that affect how people feel, to influence actions and reactions and to tie emotional strings to the foundations of brands.
I want to inspire change. I want to have an impact on the way brands communicate. I want to change the way advertising works by shouting less and engaging more.
I want to be socially responsible. Advertisers have great power. They create messages that teach people about society and shape culture. I want to be a positive force in making the world a better place, by not being morally mute or myopic, but by recognizing the ideology in which we operate and by not perpetuating stereotypes in communications.