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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: 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 - 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, 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 Sat. March / 17 / 2018

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Raising transparency in the online advertising ecosystem ... - Science Daily

Raising transparency in the online advertising ecosystem ...
Science Daily
The online advertising business, led by companies like Google or Facebook, generated over $200 billion revenue in 2017, with an year-over-year growth over 15 percent. This online advertising explosion is raising serious data privacy concerns.

and more »

What Monkeys Can Teach Us about Advertising - Scientific American (blog)

Scientific American (blog)

What Monkeys Can Teach Us about Advertising
Scientific American (blog)
As early as the 1870s, companies like Pearl Tobacco and later, W. Duke & Sons, employed social advertising, showcasing nude or partially exposed women on posters and trading cards. Although the images had no direct link to the products, sales increased ...

Indiana Senate race generates most advertising in the nation - USA TODAY


Indiana Senate race generates most advertising in the nation
Still, GOP groups had aired nearly twice as many ads in Indiana through March 12 as Democratic groups, according to the Weslyan Media Project. Their report is based on data provided by Kantar Media/CMAG for broadcast television, national network and ...
Indiana race for US Senate generates most advertising in the nationIndianapolis Star

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Why Stopping Fraudulent Advertising On Television Before It Even Starts Is A Smart Idea - Forbes


Why Stopping Fraudulent Advertising On Television Before It Even Starts Is A Smart Idea
The litany of problems that surround digital advertising should be quite familiar to anyone in the media industry at this point. There's bot traffic creating fake views. Ads disappear “below the fold.” New problems crop up almost daily: Google's ...

and more »

Raising transparency in the online advertising ecosystem - EurekAlert (press release)

EurekAlert (press release)

Raising transparency in the online advertising ecosystem
EurekAlert (press release)
The TYPES project 'protects individuals' privacy while empowering them to control how their data is used by service providers for advertising purposes,' says Rosa Araujo, from Eurecat (Barcelona, Spain), project coordinator for the EU-funded initiative ...
Raising transparency in the online advertising ecosystem - BrinkwireBrinkwire (press release)

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Life after Ford: Top advertising man Toby Barlow launching new venture - Detroit Free Press

Detroit Free Press

Life after Ford: Top advertising man Toby Barlow launching new venture
Detroit Free Press
One of metro Detroit's best-known advertising and marketing gurus is launching a new venture a year after losing his role as one of Ford Motor's top ad guys. Toby Barlow left the WPP agency last February after spending 15 years with the organization ...

Google Bans Bitcoin Advertisements in Policy Change - New York Times

New York Times

Google Bans Bitcoin Advertisements in Policy Change
New York Times
SAN FRANCISCO — Google is joining Facebook in banning advertising for Bitcoin and other cryptocurrencies. Google, the largest provider of digital advertising on the internet, announced on Tuesday that it plans to change its advertising policy for ...
Google's Advertisement Ban Is Bullish, Not Bearish, For Bitcoin ...Forbes
Bitcoin Crashes As Google Announces Cryptocurrency Advertising BanCryptoCrimson
Bitcoin and rival cryptocurrencies all lose value after Google bans advertisingThe Independent -Google Support -CNBC
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Rihanna Condemns Snapchat's Offensive Advertisement: 'Shame on You' -

Rihanna Condemns Snapchat's Offensive Advertisement: 'Shame on You'
As a promotion for the mobile game Would You Rather?, the advertisement asked if the user would rather "slap Rihanna" or "punch Chris Brown." Snapchat had already released a public apology and removed the ad before Rihanna's comments. "I'd love to call ...
Rihanna Protests Ad on Snapchat That Mocks Domestic ViolenceNew York Times
Rihanna accuses Snapchat of promoting domestic violence - CNNCNN
Rihanna condemns Snapchat for ad making light of domestic violenceThe Verge
BBC News -Snap Inc. -Twitter
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Adobe Advertising Cloud Search has a new UI and is now powered by Sensei - PPC Land

PPC Land

Adobe Advertising Cloud Search has a new UI and is now powered by Sensei
PPC Land
Adobe introduced this month a new Adobe Advertising Cloud Search with easy-to-use workflows. Adobe Advertising Cloud Search is simplifying the process of using audience targeting in search marketing. According to Adobe, the offering is designed to save ...

See who won big at regional advertising awards - Phoenix Business Journal

Phoenix Business Journal

See who won big at regional advertising awards
Phoenix Business Journal
OH ranked second among metro Phoenix advertising agencies for capitalized billings with $120 million, according to 2016 data compiled by the Phoenix Business Journal for its annual list. The Riester ad agency ranks No. 1 on that list with $166 million ...

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