You may already know that I’m currently serving as VP of Membership for the San Diego Chapter of the American Marketing Association. You may also know that I regularly attend the local AMA events: lunches, happy hours, board meetings. What you may not realize is how much value I’ve gotten from these events and the relationships I continue to build.
Today was certainly no exception. I attended a panel discussion with roughly 50 other San Diego marketers and we heard some great insight from three creative directors at local marketing/advertising/branding agencies.
First, the panel:
- Michael Duffy, Creative Director, The Starmack Group
- Daiga Atvara, Executive Creative Director, Digitaria
- Matt Faulk, President and Co-Founder, BASIC
I took a few notes on what I found most interesting from the discussion, so here goes.
The moderator asked a question along the lines of, “how do you manage branding and marketing campaigns in today’s global market?” The panel’s response highlighted the importance of having solid market research for different segments, cultures, and regions. What works in one culture may not resonate with another. Matt pointed out that they work on finding a common story to tell for a particular brand and then localize that message when needed.
The panel was asked to provide their perspective on recent trends in marketing, related to their life in an agency. Daiga explained that she’s currently seeing clients ask for a 3-5 year road map for campaigns, showing that businesses are increasingly tying digital marketing results to their overall business strategy. Michael pointed out that clients these days are enamored with buzzwords and what’s hot. He continues to remind them that the newest tools (namely, social media platforms) aren’t the cure to all problems, but instead can be integrated into an existing marketing mix for better results.
“Strategy will never be a commodity.” — Daiga, when asked about her thoughts on the future of digital marketing
“We don’t always base decisions on research only. Testing is important, but it doesn’t always reveal true sentiment – especially with new technology.” — Matt Faulk, when asked about the importance of market research
Once again, a completely insightful and enjoyable afternoon with the San Diego Chapter of the American Marketing Association. Thanks to our esteemed panel and moderator for keeping the discussion lively and interesting. If you’re interested in becoming a member, talk to me. Or you can just show up at a future event and see what we’re all about.
What are your thoughts on the Creative Directors responses?