Greg Gerstner

I got that feeling, because Im at Target, Sipping a latte, Shopping for nothing, but buying everything. Isn't this Yargets overall strategy? They want us to stroll, roam, browse, and enjoy being in their store. This ad is absolutely hilarious and brilliant. It highlights the thing about Target that we all love and evokes emotion. While watching this commercial I saw myself in a few of these characters (cough, cough, the latte drinker, and plant enthusiast). 🎵 Perfect song choice. When it feels like a no-brainer that this ad worked.... that means its a real gem and a marketing win. Watch the Ad 👉 https://lnkd.in/gSQ2e9nY #Target #TargetStores #targetCommercial #FunnyCommercial #Marketing #MarketingWin #MarketingSuccess #MarketingInsights

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For brands, the highest honor, and greatest reward, is irrational love. The benefits are many. People are more likely to forgive you, pay more for your products, stay loyal when new competitors emerge and they'll instantly want your product...no. matter. what. As we dream up the next INNOCEAN USA, building and measuring irrational love for brands is critical to our mission. And the person at the heart of this is Cindy Scott, author of the Ad Age article below.

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Not every creative can do every kind of creative. And that's a good thing. As a young writer, I saw the campaigns that would come out of Wieden + Kennedy and think, "Dang, that's great writing." Imported from Detroit. It's amazing what you're capable of. Find Your Greatness. Strike. (Even their new Winning Isn't For Everyone.) All of them extremely well written and inspiring and envy inducing in the best kinds of way. And while working on brands like Ram or Coke or Samsung or Target, I would try so hard to write like that but I always felt like it was a cheap knock you find on Temu. Even when my scripts sold and the clients LOVED them, I was always meh about the finished product. It took me years of failing to do this kind of writing and be this kind of writer to accept that that's not my style. I don't enjoy writing big poetic emotional manifesto anthem spots. (Which is good because clients don't ask for them much any more.) Sure, I can think of those kinds of big ideas, but when it comes to writing dialogue, it takes me an excruciatingly long time to land a VO I think could compete at that level. And it's not fun for me at all. I think I've done one or two I can say I'm proud of. (Look at the LeBron Samsung or Jeep SB spot I worked on.) Then one day, it hit me. I get comedy. Like many writers on LinkedIn, I did stand up in NY. I taught and performed improv comedy in NY, VA and UT. I still perform improv comedy regularly at ComedySportz Theatre. I get funny story telling and scene work. I like, no I LOVE to write funny ads. Not those slapstick infomercial spots you see coming out of Utah, but insightful and smart humor that connects people to products. So that's what I do. And that's what I get called to do. It's humbling to say this out loud. And even now as I write this I'm like, "You could do totally do that kind of writing. You're good enough to be a writer at WK." But that's my pride talking. To which I say, "Shhhh. It's okay. You're not gonna get asked by WK to write a Nike Manifesto. You'll be okay....shhhhhhhh...." The reason I'm sharing this is maybe you're struggling to figure out what kind of creative you are. Maybe you're trying to do something you're not good at and don't enjoy doing. Maybe you need to find peace in the truth that that's not you and that's okay. So if you're stuck on this excruciating wheel of creative self discovery, don't get off. Change the direction. Work to find out what kind of creative you are. Work to find out what kind of ads you ENJOY making. Then go forth and slay. You many need to make less money. Or have a lower title. But you'll be happier, I promise. And eventually, you'll get hired to do more of what you love. Or you'll get booked when agencies or brands need something you can deliver. It might not be every gig, but the ones you get, you'll love doing. In the mean time, let's watch this ad together and go, "Dang, that's great writing." #stayhungrymyfriends

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With a world focused on instant gratification sometimes the importance of consistent brand presence goes unnoticed. Chief Brand Officers are the unsung heroes that keep the ship from hitting that iceberg. This is a good read if you are interested in finding out how instrumental branding is to your success.

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Failure is a part of the game in advertising. Whether it stems from a partner's decisions or campaign outcomes, taking risks means sometimes falling short. I love this article's insight into how to approach and leverage failure. As a leader I have always tried to make room for failure—it's essential for our growth as creatives. #creativity #agencylife #leadership #creativedirector

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Want to know why age is the ultimate creative hack? Sure, you do. Jamie Barrett spills the tea on why being over 50 in the ad world is like having a secret weapon. "Blank pages still scare me, but cracking the code is easier with experience. Writing 200 headlines to find the great one? Pffft, that’s so 20 years ago. We get to great faster." Curious? You should be. Get schooled by a true legend. #creativity #ageism #advertising #creativeleadership #adgenius #CreativeLeadership #AdGenius #Over50AndKickingButt #MarketingMagic. Susan LaScala Wood https://lnkd.in/eBacbzwN

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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With all the CDs/ECDs/CCOs getting laid off, there's no one left to mentor the younger creatives in our industry. And they are dying to learn, grow and make work. In fact, some are willing to moonlight for free just to get opportunities to do just that. I have creatives regularly reaching out and asking if I have anything they can work on. And occasionally, I get projects that are low budget but high opportunity. So I offer the opportunity. I say, "There's no budget for freelancers, but if you want to toss ideas into the pitch, etc. And your idea sells, I'll use the budget we win to fly you out to be on the shoot." That way, there's a reward— a piece of produced work for your portfolio. I've had FT employees at big agencies, recently graduated students and young freelancers pitch in ideas, write scripts, design ads, etc. And I've worked along side them. Mentored them. Pushed their thinking. Crack jokes. Pushed more. Then work odd hours with them to build the pitch. It's a lot of extra work but it's worth it to give them the opportunity to do stuff they're agency or boss won't. Then I've invited them to be on the call during the pitch to watch how their work is presented, how to sell work and how to push the client without making them feel like we're being difficult. And this has led to them getting produced work for their portfolio. And on projects that we didn't win, they got the hands on mentoring they wish they could be getting at their agency or future gig. All of this has taught me three things: 1—The desire to make good work is still thriving in the industry even if there's not a lot of good work being made. (Is it fair to say: "We produce PDFs more than work?" Or, "We fill decks with our best thinking then can't present or defend the ideas in a way that leads to the best ideas getting made? Or is that just me being too cynical?) 2—These creatives are dying for someone to mentor them. To show them how to be successful at this crazy fun business we get to work in. I've heard from multiple creatives as we work, "I wish my CD would do this." Or "This has been so much fun." Or "The experience alone was so worth it." This is great to hear but also it makes me sad. 3—There's so much more than titles and money that you could be offering your creatives to keep them happy and loyal to your agency. Or attract new creatives to your agency when you need to staff up. Offer them mentorship. Offer them experience that they get stiff armed out of because they're junior. I tell creatives, "Any time a client is willing to invest money to make ANYTHING, is an opportunity to make something good/fun/rewarding." (I intentionally didn't include "award-winning" in that list.) I wish I could do more to help. This lack of mentorship tempts me to go back to agency life just to help young creatives love this industry as much as I do. For now, if I can help you in any way, reach out. I give what I have and for now, it's time. #Stayhungrymyfriends

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It’s hard to believe that I first became a Creative Director 25 years ago - time flies. But from the very start, before becoming a CD, I learned a few things and gained some knowledge along the way, all of which helped me sustain my career and helped me to be a better Creative Director. Here they are. 1. Getting to know the business from the top down, from the start. 2. Seeking out mentors and advisors. 3. Learning the rules so that I could confidently break them. 4. Studied the work of those who succeeded in the industry and then forged my path. 5. Learning how to be patient. 6. Being a sponge for inspiration and knowledge. 7. Asking questions, always. 8. Realising that an ego is not a great copilot. 9. Managing fear. 10. Taking risks is worth the risk. 11. The importance of having a trusted posse. 12. Working overseas away from my comfort zone was a great move. 13. Trusting my gut and becoming a good decision-maker. 14. Accept my mistakes and failures. 15. Doing workshops, training, and courses. 16. Finding great collaborators. 17. Accepting that I was not the only one to encounter self-doubt &/or imposter syndrome at times. 18. Not allowing a comfort zone to dull my creative mind. 19. Saying yes to opportunities. Even the ones that scared me. 20. Taking time out. 21. Ignoring critics. 22. Not taking myself too seriously. 23. Celebrating my wins and better understanding my losses. 24. Having fun along the way. 25. Never working for anyone I couldn’t have a long and enjoyable dinner with. {Disclaimer: I failed twice at this, but I soon learned from my mistakes.} To celebrate recently hitting 25,000 followers on LinkedIn I am offering 25 coaching sessions of 125 minutes each which can be used any time over the next 2.5 months all for a very discounted price. Offer ends Oct 2 at 5 pm. Yes, I get carried away with numbered themes - welcome to my mind. Contact me for more details and  to secure your spot - [email protected] ✳ Note: there are only 19 spots left of the 25. ✴ Oh, and if it's Creative Director Coaching you're looking for, I have spots available now. #creativedirector #creativecoach #creativity

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A really interesting case history on #brandstrategy. ““[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.” If this can not only be theorized but also successfully executed for a product most people would see as a commodity, how much more true this statement should be for categories with higher intangible value! #brandmanagement #branding #marketingstrategy https://lnkd.in/eaB8mMmw

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Conquering your fear of flying solo is just the beginning. So many more fears to squish. Crib Notes: Not flying solo was the answer. Thanks ADWEEK for the feature. #adweek #advertising #marketing #startuplife #creativeviolence

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New York Ave’s brand strategy is thought up and designed by humans, not A.I. We begin by getting to know your customers, industry, and mission. Then, our team builds a roadmap that guides our continuing work to disseminate branded content among your audience. Lastly, there are several steps in the process to ensure that every message is infused with strategy that traces back to your primary objectives. This is not a B2C, B2B, or B2B2C process…it’s P2P, person-to-person. Partnering with New York Ave means talking with people who understand people and thus, have the unique ability to formulate messaging so that it clicks. Let’s talk: https://buff.ly/4cPQM28 #NewYorkAve #FullService #MarketingAgency #DigitalMarketing #CentralFlorida #BrandDevelopment #WebsiteDesign #SocialMediaManagement #EmailMarketing #MediaProduction #SEO #SearchEngineOptimization #ManagedMarketing #OutsourcedMarketing #MarketingServices

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The term "non-working dollars" gets thrown around a lot as a way for people to justify production budgets. The basic idea being that money that isn't spent on media (i.e. getting the message in front of people) isn't doing anything beneficial for the advertiser and needs to be minimized as much as possible. Hence non-working. In reality, the WAY you say something is intrinsic to the way its perceived. This visual, originally shown to me by the one and only Michael Fanuele, is a great demonstration of the tight connection between message and delivery. Cheap can mean authentic, but it can also mean untrustworthy. Set budgets accordingly.

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When Creativebrief asked me to write a few words on what I’m committed to unlearning, I did what any reasonable person would do: I agonised over it for hours, overthinking every sentence. Irony, right? Then it hit me—what I really need to unlearn is my pursuit of perfection. It’s like that friend who promises to help but actually just slows you down. Perfection can be a real blocker to some of the best work we do. So here’s my take: unlearn perfection, embrace the messy middle, and watch your creativity soar! #UnlearningPerfection #CreativeProcess #ProgressOverPerfection #CreativeGrowth

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Fair amount of people popping off in the creative community about Jaguar's new rebrand with some pretty heavy comments. Am I defending the choices and is it for me? No. But here's the thing: how many dropping these clever and scathing comments about "death of British icon and its heritage" were actually ever planning to buy a Jag? Or even considered it a viable car they'd be looking to buy in the next 3-5 years? 10? Truth is, heritage brands like Jaguar face an impossible task. Stay the same, you're dinosaurs - sales fall off as only 65-year-old blokes are buying them. Try to evolve, you're "killing an icon." It's a poor rebrand (or a very clever stunt), but at least they're taking a swing at reaching a new generation. The execution might not land for everyone (or at all) but from one creative to another – sometimes you need to break things and upset a few people to build something new. And sometimes you have to fail. #Branding #CreativeDirection #Jaguar

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If you know your consumer better than your brand, that’s a problem. One of the biggest mistakes I see brand marketers make is thinking that their consumer is their brand. They throw heaps of money at research to try to understand what they think, how they think. Then they look at the “data” as the vision for their brand. It’s where ads like the Bumble billboard come from. This may be harsh, but that’s just lazy marketing. It’s not about what the consumer stands for. We are too different to even try to lump us all together. Instead, spend the time and effort understanding what your brand stands for? What's its personality? What’s its point of view? How does it think? Act? Talk? What’s it fight for? And as importantly, what does it fight against? Your brand should be a magnet. People are too complicated for it to try and be a mirror. 

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This article has been written many, many times in my career, yet very little changes. I post this not to rant at the system, but to continue to acknowledge the obvious disparities. Advertising must do better. Let me know what you think, or simply vent. I think we at least deserve that. #advertising #diversity https://lnkd.in/eHmGk-yv

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As an icebreaker in a recent dance class, we were asked to say our names in melody or rhythm. The result? Momentary embarrassment followed quickly by the freedom of play (shoutout to my freestyle+ play maestros) - but more than anything, an instantaneous and lasting memory of all 20 classmates' names. Is this not the power of sonic branding? Veritonic's recent study revealed that "64% of podcast listeners report feeling more connected to a brand when it has a sound identity as opposed to brands that only have a visual identity." The neuroscience holds up as our brains are wired to connect melody to memory, but brands are slow to prioritize "sound and feel" in their identity and awareness strategies. Now, this study started with listening behavior to begin with - polling podcast listeners about, well, listening. But the direction is still (ugh pun intended) sound... Podcast hosts are even taking sonic branding into their own improvised hands - Dax Shepherd's greatest gift to ZipRecruiter was creating that "get recruitin'" melody in each podcast ad, Busy Phillips did the same for Foria (with an homage to "Gloria") - perhaps creating more actual brand recognition and value than any testimonial could. SO. Brands, like my fellow awkward dancers, may follow the same trajectory: momentary embarrassment (I need a jingle in 2024?!), the freedom of play (yes, yes I do), and invaluable lasting memory. I mean, does Gen Z even know how to spell b-o-l-o-g-n-a?! https://lnkd.in/gd2seDCG

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Power of Packaging to drive sales. Design meeting data. Here are the results. https://lnkd.in/dx3vtUfa

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