12. Martine Meyer, Print Producer for TBWA

Print producer for TBWA, Martine Meyer has +20 years experience planning, budgeting, proofreading, and ensuring print ads to ensure  conform to graphic chart guidelines and that everything is done correctly according to the client’s specifications.

How does your job fit into the marketing process? I coordinate between the different services: creative, commercial, the client, and the studio (the people who create the actual advertisement and make the layout with the right text and image) through the different steps of the production process.

I establish the price, planning, and delivery of the final product and tools (flyers, brochures, posters, press advertisments, etc.). I also proofread to ensure everything is done correctly according to the client’s needs/wishes, making sure the Graphic Chart Guidelinesare respected (logo and text size, position, color, photos, spacing around logo, etc.)

Step 1: Determine display format
Step 2: Apply Graphic Chart Guidelines
Step 3: Obtain client verification

What do you mean by display format? Like online banner sizes, if a client wants to advertise offline, for example on the sides of public transportation buses, I have to contact the bus company to get the format size specifications.

What do you mean Graphic Chart Guidelines? When a logo is created, guidelines for the logo usage are usually also created by the agency that created the logo. These guidelines can be as many as 40-50 pages outlining everything from:

  • The minimum and maximum allowable size of the logo
  • Logo placement on a product 
  • Logo placement on posters
  • Color palates of secondary colors that can be used with the logo
  • The minumum size of secure area (blank space) around the logo
  • The typeface limitations and requirements for print and office typeface advertising medium
  • The chromatic palette compatibility with the color of the logo on stationary, badges, faxes, memos, brochures, correspondence cards, envelopes, etc. and business cards as well as the company’s address, telephone number, service department, etc.

These guidelines are created to control the brand image and strategy, and are usually done for big brands, not for smaller brands.

What’s an advertising campaign you’ve worked on?

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What’s a misconception clients commonly have? The agency creating the concept (logo and the tagline together) generally maintains the creative rights to the logo, and the client cannot just simply do what they want with the concept of the creation. Some clients, however, may not understand this and think that when they buy a concept/creative idea, that they can then take this creation and make/use it however they want without regard for the Graphic Chart Guidelines.

For example, an ad agency creates a logo and tagline for a client. But ad agencies generally want to maintain the creative rights, so the ad agency includes limitations on modifications that can be made to the created logo and tagline such as font type and format. But the clients modifies the finished logo, using different colors, or even a different font.

Despite the creative rights, an ad agency can have trouble enforcing their creation rights because this can cause tension between the agency and the client.

What’s another problem encountered in advertising? A client may agree to pay a set price for a project, but then the may later add additional requirements such as new tools or more brochures, and not understand why they have to pay more.

What’s an important lesson you’ve learned? It’s not important to immediately begin working on the client’s project because things inevitably change, even after the contract is signed. So take your time because client requests will change frequently – price, quality, quantity, color, global objective, description of the tool, etc.

Sit back and once you feel the client is finished changing their mind, then it’s time to go to work. Don’t work for nothing. You have to know how to determine what’s urgent and what can wait.

What’s a website you often go to for ideas/inspiration? I visit the client’s website or call the company (metro, bus, billboards, etc.) Technical Service Department to find out advertising format guidelines and prices.

Advice for someone who wants to do your job : This is a job that requires organization and you must enjoy reading and proofreading because you’ll be doing a lot of it. Often in foreign languages. If a client bought logo from another advertising agency, the client must still have the files and guidelines for you to use in the campaign.

What’s one of your favorite advertisments? Here are two:

I have a small advertising budget, any advice? It depends on the product. First thing is to have a logo. Guidelines aren’t really necessary if you’re a small company. On a small budget, create flyers and banners and brochures and enroll in an exposition where a lot people traffic.

15. Siegrid Bourgois, Brand Division Leader

Brand Division Leader for TBWA, Siegrid Bourgois has +15 years experience researching, collaborating with creative and commercial teams, and helping clients develop the most effective and creative campaigns and build strong brands to grow their business internationally.

How does your job fit into the marketing process? I supervise 10 European markets and do specific missions with global clients. I’m in touch with our European clients and all TBWA networks globally who work for the client. I collaborate with account heads, creative directors, managing directors, and with the head marketing teams on the client-side to help clients develop the most effective and creative campaigns and build strong brands to grow their business.

I organize creative task forces so the worldwide creative director can come and work with the local creative team on specific briefs to develop and present to the local client.

I monitor the progress of the campaign creation, work on briefing and strategic planning with the client, and work with the creative directors during the brief and presentation.

For some projects I travel and work with different clients in the different markets. This allows our agency to mix experiences and ideas among our global agencies.

What’s an advertising campaign you’ve worked on: 

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What’s a misconception people commonly have? One misconception which can lead to lack of cooperation between the client and the ad agency is when clients see the advertising agency as mere suppliers and not as partners. The best outcome for a client is to integrate communication people into their business and treat them as real business partners. Seeing an advertising agency as merely people who create and develop campaigns isn’t the best way to benefit from our expertise and passion for our client’s brands.

A second misconception is while the best agencies work done for clients is when we build strong ideas on advertising, position, and everything that involves building brands, but yet ad agencies aren’t exactly recognized or paid for this. No agency is paid for the quality of ideas they have. Ad agencies are generally paid based on contracts and amount of time spent – the amount of work produced. This model can lead to an agency spending ages implementing bad ideas instead of spending the time actually coming up brilliant ideas.

A third misconception is that – of course advertising agencies produce concrete ad campaigns, but overall advertising isn’t based on tangible things, it’s based on ideas. Everything is very conceptual most of the time, which can be seen as something superficial. Therefore you have to make sure people understand exactly what your idea is, what your objective(s) are, and how your brand wants to speak. Doing this can be complicated because it’s a job of communicating all the time.

Why is communication so complicated? I deal with many different personalities and types of people who are all experts in their field. These experts tend to be very different due to their cultural and educational backgrounds, so it’s hard to get them to work together and even to communicate. You have to send the right message depending on the particular person – For example, you cannot communicate with creatives in the same way you communicate with financial controllers and data consultants.

What’s an important lesson you’ve learned from experience? You can’t rely on things you’ve accomplished. Advertising is a job of perpetual change and challenges, and you deal with different clients from different industries which evolves really fast: media world, internet world, communication system changes everyday. You cannot say ‘I know exactly what has to be done for this client, brand, or project’ because everything is constantly changing.

Where do you often go to for ideas/inspiration?

  • I follow Influencia.net which is specific to communication, news about campaigns around the world, and trend observation.
  • I follow Cannes Lions to keep up-to-date with shortlists and winners and to see award-worthy advertisements from around the world. These ads are only available for a short time during and after the event. After you must register and pay to see archives and work.

Advice for someone who wants to do your job: Be passionate and find an intrinsic job satisfaction because you will work long hours and selling to clients ideas that will sell their products. You have to be convincing all the time. To be convincing you have to be passionate and convinced about it yourself.

At the end of the day the finished work could very well end up being one television advertisement among 1,000s that nobody you know will ever see.

Finally, one characteristic of every good manager has the capacity to get people to give their best and work hard for having good results. That’s not just specific to the advertising industry.

Your favorite ad campaign? Here are two:

I have a small advertising budget, any advice?

  • Brainstorm to find ideas.
  • Work with freelance. For a freelance to build their company, they have to find people to develop logos and build websites for. 
  • Network. Build partnerships with individual people, and use your relationships to find people who can help you.
  • Until you have the income, have a good paying job to support your advertising. 

Additional comments and advice? Ad agencies aren’t all the same. Depending on the company and network you’re in, you can have different perceptions of what is advertisng and what isn’t advertising. Ad agencies may have different cultures.

16. Derek Banas, Owner of NewThinkTank

Owner of NewThinkTank.com, Derek Banas has +28 years experience in marketing, sales script writing, and web design.

How does your job fit into the marketing process? As an  business owner, I’m responsible for my own advertising. 

As a non-traditional web-designer/business owner, I meet with other business owners to determine their business needs, objectives, and target goals for revenue, and I then offer to make them a profitable online business website complete with shopping cart and relevant functionalities in exchange for a percentage of profits – A business model that is not traditional at all. A lot of people, ‘gurus’ especially, find ideas and keep it to themselves or charge a lot of money for them. I share them for free. I’m not motivated by money.

Every self-made wealthy person I’ve talked to always have the same answer:

  1. Find people who pay you more than you pay them, and/or 
  2. Find people who will pay you continuously.  In terms of posting articles and videos online: Do something 1 time, get paid forever. 

I did the former for +28 years, working for other people.  Now I prefer the latter. I once made a client over $24,000 in profit in 2 months using Google Merchant for a total cost to of only $2,600 for the client.

Your a web designer, but you use another person’s template… In the beginning I designed my own theme, but I couldn’t keep from editing it. So I used a professional template to avoid the urge of spending more time modifying the template than content creation.

Nearly every post you do contains a youtube video, as if your youtube account is your main website and newthinktank.com is just a secondary support… Yep, pretty much! In the beginning I was creating 1 video a day. Now I post about twice a week.

You monetize NewThinkTank.com using Paypal donation, Google Ads, and a Youtube partnership. In what order have you found them to be the most lucrative? #1 and #2 fluxuate between my Youtube channel and Paypal donations. #3 is revenue from Google Ads

Honestly, with all the benefits of being a Youtube partner, I don’t understand why more people aren’t using Youtube as a source of advertising and revenue. Bear in mind that I personally choose not to include the pre-roll advertisement before each of my Youtube videos.  Yes, including the additional pre-roll advertisements probably would bring in more money, but I don’t want to annoy the people who watch my videos. Again, the question you have to ask yourself is ‘Do you just want to make money or actually help people?‘ 

What’s a campaign you’ve worked on: I was involved with an extremely successful ambush marketing campaign for the March of Dimes. Back when TY beanie babies were popular, the March of Dimes produced and sold their very own beanie bag baby. It was one of their most successful campaigns ever. The beanie babies cost about $0.15 to make and sold for $7.00 each. 

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What’s a misconception clients commonly have about the industry? They believe what all the gurus are saying and they have no idea how quickly marketing strategies change.

Online marketing changes on a month-to-month basis. For example, referring back to my example above, I successfully used Google Merchant at beginning of the year and it worked perfectly, however merchant may not be good alternative depending on your business. Search engine results can fluxuate significantly depending on Google‘s messing around with their algorithm and other things.

[EDITOR’S NOTE: Refer to Derek’s video on how to increase internet sales with a shopping cart.]

I’ve been testing Twitter and the other social networks; constantly searching for new marketing ways. I’ve found that Twitter is useful, however to be effective you should have 10k followers minimum to drive worthy traffic to your site.

What’s a second misconception people commonly have? People don’t realize just how manipulative marketing is.

[EDITOR’S NOTE: Derek has several video presentations explaining how to use hypnosis and psychology in marketing.]

If marketing strategies change so quickly, how do you keep up with them? I spend a lot of time searching online. I’m constantly browsing YouTube and Google search to stay up-to-date with current trends and ideas.

What’s an important lesson you’ve learned from experience? In no particular order:

  1. Watching your costs is more important than anything else. 
  2. What worked before probably won’t work again, at least to the same effect. 
  3. Hypnosis techniques dramatically improve results. 
  4. If you want to drive traffic to your website, understand that Google has been blocking traditional search and their algorithm changes and evolves often. 
  5. Making really long names for photos to circumvent SEO tricks don’t always work. I used to base my Youtube video titles off of highly-searched adwords, but now I use the best title for the video.

Advice for someone who wants to do your job? This depends on the person and your demographic. When you start your own online business, your customers become your boss. But as a website owner, you’re no longer tied to the fluxuating US economy. Only about 40% of NewThinkTank‘s traffic comes from the US. 

You just have to know what to accomplish and how to accomplish it.

What’s your favorite ad campaign? 

I have a small advertising budget, any advice? Again it depends on the business. There is no one way to market that works for every business. Definitely SEO your website as much as possible.

[EDITOR’S NOTE: Refer to Derek’s videos how to find a great domain name and how to increase traffic to your website.] 

As we did with the March of Dimes Beanie Babies mentioned above, find whats hot, and go with it.

Constantly evaluate and adapt marketing strategies based on the ever-evolving online opportunities available. By opportunities I mean exploiting the often times free advertising options online.

You link to your facebook, youtube, twitter, and linkedin accounts. Which platform have you found redirects more traffic to your site? For the moment twitter. But as mentioned above, I’ve found that you need +10k to make a noticable difference.

[EDITOR’S NOTE: Here are 5 video presentations from NewThinkTank.com to get you started on your own advertising campaigns:

  1. Writing Advertising that Sells
  2. Sales & Closing Strategies: Why People Decide to Buy from You
  3. How to Influence People!: How to Influence People
  4. How to Increase Traffic to your Website
  5. How to Find Demographic Data Online]