ZDO Blog

If it were a single source that we could all turn to on a daily basis, I'd have a lot more time to kill in my work day. Unfortunately, it's different for everyone and every project that needs that spark. I've been in this career for 21 years now and have found a few activities, publications and resources that I turn to on a regular basis for a creative kick-start.

I've always loved movies…all kinds…horror, comedy, sci-fi, foreign…you name it, I've probably seen it. Movies are a great insight into the emotional condition of the human race. Our profession does require us to connect your brand to it's target audience on an emotional level, so this is a great resource. There's also many cultural aspects and current trends covered in movies. And you all thought I was just procrastinating! The first Creative Director I worked under used to take off in the middle of the afternoon to go see a flick — not something I would do, but it taught me that inspiration can be found there.

Music is my life! I listen to music on a daily basis, and I don't mean my ten minute commute to work. I actually sit down and (on a fairly descent audio system) listen to music at home. I've played guitar for some 20 odd years now, so listening, studying and going to see live shows of popular (and not so popular) bands is as natural to me as reading a book or watching my favorite show. Music videos can also be very inspirational. Did you know many directors of music videos go on to direct TV commercials and/or full-length feature films.

There's one industry publication that has stood out among the rest for decades — Communication Arts, a high-quality, well juried pub that covers all areas of commercial communications from photography to interactive design. It has some of the best researched articles on trends and the state-of-the-industry that I've come across in my career. If you're a marketing professional, I'd highly recommend getting a subscription, it's not just pretty pictures and designers patting themselves on the back.

My own personal method of sparking creative direction when hitting the proverbial brick wall is word association. I didn't come up with this tactic on my own, it was taught to me by my high school English teacher and several professors in college. Start by making a list of the features or attributes of the product or service you need to sell, then spur off of each of those words into different directions. Nine times out of ten, you'll hit a word or phrase that just clicks. Cross reference your word associations with a book of idioms (popular phrases), I swear this is where most headlines for advertising find their origin.

Pay attention to what others are creating. Do you ever wonder when watching a commercial on TV how they came up with that idea? I do it almost to the point of an obsession. It's really interesting to pick apart a scenario that could have led the art director or writer to that particular concept. I'm floored occasionally by how abstract the thought process must have become. To me Super Bowl Sunday is almost as exciting as Christmas Day just because of the commercials! Flip through every magazine you can get your hands on. I try to get through three or four while waiting my turn for a haircut or at the dentist.

The next time you're reviewing some concepts, take a moment to think about the effort that went into developing them. Not that I expect you to sit in awe of the process, just to see if you can trace the inspiration behind the ideas. And don't forget, when you're shown two or three ideas from an agency or design firm, they probably came up with a least six or seven before picking the strongest ones to show you. How many other professions can say that 60% or more of their work will never see the light of day? Still, we do it every day, and we do it passionately.

Lee Mauer, Creative Director @ ZDO

What a way to start the New Year!

ZDO is now a Better Business Bureau Accredited business with an A+ rating! The BBB Code of Business Practices “is based on the BBB Standards of Trust, eight principals that summarize important elements of creating and maintaining trust in business.” Here at ZDO, we feel this is a perfect fit as we’ve practiced these principals for the nearly two decades we’ve been in business.

Build Trust – To do what we do, our clients have to trust our expertise and skill in design and marketing.

Advertise Honestly – Because our line of work IS marketing and advertising, we follow established standards of advertising and selling on a daily basis.

Tell the Truth – We wouldn’t still be in business if we didn’t honestly represent ourselves and our services.

Be Transparent – What you see is what you get. Come visit our office. Ask us about our services. Meet us for lunch.

Honor Promises – We promise to create sound, well-researched and finely executed campaigns for all our clients.

Be Responsive – As we’ve been saying for years, it’s a partnership. And what makes a partnership successful? Being responsive to the needs of others.

Safeguard Privacy – Our clients know that we are committed to safeguarding their new product launches and designs.

Embody Integrity – That’s what we strive to be and do every day.

Where have all the creatives gone?

Having just turned forty-two recently, I was reminded of a daunting thought I had several years back, "What does happen to all those creative professionals who are past middle-age?" I don't recall ever meeting or working with an Art Director or Creative Director over the age of forty-eight! Where do they go? What are they doing now? They didn't take early retirement, that's for sure. While it's possible to make a comfortable living in this field, early retirement is not likely. Did they burn out? Are they all designing wine labels and packaging somewhere in the Sonoma Valley?

Advertising professionals tend to move around a lot throughout their careers, so I understand losing touch with them over time, but there must be some other explanation for their disappearance. I have heard a few stories of people encountering unique business opportunities due to their field and venturing out on their own. I've also heard of several who ended up on-board with one of their past clients, but those stories would only account for a handful of people.

While the norm in corporate America is to replace well seasoned professionals with younger cheaper talent, I have met and/or worked with a few people who's wealth of knowledge in this industry would be a travesty to put out to pasture. Are they all doing consulting now? I'm just befuddled as to the whereabouts of what must be thousands of creative professionals that have mysteriously disappeared since my own entry into this field in the late eighties. Many, like myself, are avid fine artists, but I find it hard to believe that very many have found a way to earn a living at it.

If you know of one of these people, or are one of them yourself, please send me a reply. I'm getting concerned that I be should focusing more attention on what I will be doing ten years down the road.

Lee Mauer

ZDO Blog

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Where exactly do people in the creative fields get their inspiration?

What a way to start the New Year!

Where have all the creatives gone?