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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: http://soundad.com/sounds/ 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 - EzineArticles.com 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 http://soundad.com, 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 Mon. March / 20 / 2023

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Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

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Notorious Russian Mercenaries Wagner Are Advertising on Pornhub  VICE

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Outcry as Finland election campaign hit by 'racist' advertising  Euronews

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How Netflix could up the ante for advertisers as it explores solutions to its ad tech conundrum  Digiday

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Toledo considers removal of bus-stop benches with ads  Toledo Blade

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Emirates passenger awarded almost £7,000 after complaining about ‘worn out’ seat on plane  Evening Standard

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Sticker Advertising End of 50th Anniversary Pressed Penny Designs Added to Machines at Magic Kingdom  WDW News Today

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Top 5 creative ads: Apple, Amazon Prime and more  AdAge.com

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Made in the UK advertising campaign 'trying to hide Brexit mayhem'  The National

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Lee Do Hyun's past advertisement garners attention following the actor's popularity from 'The Glory'  allkpop

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How AI chat search could disrupt online advertising  Marketplace

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Netflix May Change Its Advertising Approach | The Street Market ...  wenatcheeworld.com

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FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

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Ad Industry Launches Effort to Revise Standard Terms & Conditions ...  TV Technology

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Thinking in Sound: Making Advertising Music to a Hollywood Quality  Little Black Book - LBBonline

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Pitt-Bradford receives eight national educational advertising awards  The Courier-Express

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Indian Advertising Market 2023, Size, Share, Growth, Trends ...  Digital Journal

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Study sheds light on concerning new trend in drug advertising ...  Science Daily

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Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

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MediaRadar: Gambling Advertisers Boosted Ad Spend 40% In 2022 ...  Inside Radio

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Advertising Honcho's Widow Flips SeaGlass Jupiter Island Condo  The Real Deal

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Vivaldi Browser CEO wants to fix web advertising  Android Police

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Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

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Rule 8.3 - Mirriad Advertising Plc  GlobeNewswire

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Influencing the path to care with responsible advertising  Wolters Kluwer

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Infectious Advertising appoints Ashish Naik as ECD - ET BrandEquity  ETBrandEquity

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With Advertising And Content Revenue Down, BuzzFeed Turns To ...  AdExchanger

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Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

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Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

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In-game advertising: A marketer's guide  MarTech

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Build Your Business Through Facebook Advertising  Tire Review

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Miller Lite’s Campaign To Eradicate Sexist Beer Advertising Proves Successful  Forbes

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Global Head of Microsoft Advertising steps down  Search Engine Land

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What TV Advertisers Need To Know About ACR In 2023  AdExchanger

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Man sues Buffalo Wild Wings for false advertising over ‘boneless ...  Chattanooga Times Free Press

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Japan Internet Advertising Market Size SWOT Analysis And Growth ...  Taiwan News

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Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

Advertise - Nantucket Current
Advertise  Nantucket Current

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Competition Bureau wants crackdown on 'false or misleading ...  Western Standard

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Digital Out-of-Home (DOOH) Advertising Market to See Promising Investment Opportunities till 2031  EIN News

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Advertising & Marketing - Managing your risk when advertising to ...  Lexology

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TikTok Tries to Allay Advertisers' Concerns as U.S. Ban Threat Looms  The Information

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The Environmental Impact of Advertising  EARTH.ORG

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Uber launches cartop advertising platform for Phoenix-area small businesses  ABC15 Arizona in Phoenix

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Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

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Disney Sells Out Oscars Advertising Inventory  Hollywood Reporter

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Camp Lejeune litigation dominates law firm advertising spend  Reuters.com

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How to build an effective hotel advertising campaign  Hospitality Net

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Trust is essential when advertising to nurses  Wolters Kluwer

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AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

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Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

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Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

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The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

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U.S. mulling a probe of deceptive advertising on social media  Reuters.com

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Marketing vs advertising to women car buyers and owners  CBT Automotive News

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4 tips to get the most out of CTV advertising  MarTech

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Google and Digital Advertising - AAF  American Action Forum

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Digital Advertising Continues to Steal TV's Thunder  Variety

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Study Reveals Concerns Among Advertisers Over Changes to Third ...  Digital Information World

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‘It’s fundamental’: WPP chief on how AI has revolutionised advertising  The Guardian

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