menu

Creativity: The Cutting Room Floor

Creativity: The Cutting Room Floor
Advertising

The inspiring and informative insights that we had with expert media buyers on how to stay creative in the business.

Caroline Ku
  • 19 july 2011

Creativity is a driving force in advertising. But how can it coexist realistically with the rational, responsible business model? PSFK has interviewed key industry personalities for our new series Secrets Of A Killer Media Buyer to get the inside scoop on how these two pillars of the advertising world support each other.

What is the next frontier for media buying?

It’s really interesting what’s happening in the startup space with people putting up an idea on a web page and asking others if they are interested in the concept. I think it’s really fascinating, that users are going to be able to really steer the direction that companies have in the future.

—Nicole Newville, Vice President of Brand and Media Planning/Space 150

Creativity goes hand in hand with entrepreneurial spirit. You’ve got to have some sort of creativity in order to be successful in strategy and planning.

—Erica Mannherz, Supervisor/Carat

What is the best part about being a media buyer?

You have money to play with. You’re going out and you’re finding cool opportunities and meeting with fun and interesting people and talking about what they’re doing. It’s like a big puzzle and you’re building something all the time, which I think is great.

—Lindsay Wong, Associate Media Director/Razorfish NYC

I have a former colleague who liked to say, ‘You can have good, cheaper or fast’ I think increasingly, we have to deliver all three. There’s definitely a tension there. But innovation is something that everybody is struggling to deliver.

—Jordan Bitterman, Vice President in Media, Marketing  and Content/Digitas

How do you balance the tension between being creative and maximizing profits?

It all ties back to how well you negotiate with the parties involved. A good negotiator is someone who can complete all objectives, without having to be creative. It has to be creative, really creative.

—Nobles Crawford, Media Supervisor/PHD

Advertising
Trending

PSFK's Workplace Vision: Leave The Busywork To The Bots

Ai
Syndicated Yesterday

In Popular Games, The Recurring Theme Is Exploration

The much-hyped sci-fi sandbox game proved to be as massive as expected, while Pokémon Go continued to prove inescapable

Design Yesterday

The Best In Wearable Tech From The Rio Olympics

PSFK rounds out the Rio Games with our picks for the best gadgets and devices used to track performance

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Advertising Yesterday

This Cookbook Is Inspired By Brad Pitt’s On-Screen Eating Habits

Learn how to whip up meals and snacks pulled straight from the actor's fictional universe

USA Yesterday

Tour The US National Parks From The Comfort Of Your Home

Google's new 360-degree video feature lets people take a trip to Alaska, Utah or Hawaii and see these marvels of nature up close

Augmented & Virtual Reality Yesterday

VR Training For Active Shooter Preparedness

SurviVR is an immersive environment to teach civilians how to protect themselves in dangerous situations

Cities Yesterday

Redesigned London Tube Map Aims To Get People Walking

The updated display illustrates approximately how many steps it takes to walk between stations for a healthier commute

Experiential Marketing Yesterday

Nike Creates An Immersive Pop-Up Fitness Experience In London

The Unlimited You space gave athletes a chance to push their limits farther than ever before

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Automotive Yesterday

Uber Now Lets Commuters Pay With Pretax Dollars

The prepaid cards are a partnership with WageWorks, letting uberPool users save up to 40% on their trip

Home Yesterday

Philips Hue Adds Motion Sensor To Control Lights Automatically

The wireless device lets users interact with their environment without needing to press a switch

Home Yesterday

Beacon Device Takes The Pain Out Of Navigating A New Airbnb

Ping provides new guests with a guided tour of the house or apartment through a simple tap of their phone

Arts & Culture Yesterday

Shelf Makes Its Contents Appear To Hover In Midair

The design uses metal tubes to create an optical illusion when viewed from the front

Arts & Culture Yesterday

Interactive Ceiling Responds To People Walking Underneath

The installation features built-in sensors that cause the undulating surface to morph and react to passersby

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Fashion Yesterday

Declutter And Recycle All Of Your Unwanted Stuff

A new app will help catalogue your possessions and give them away as donations when you no longer want them

Advertising Yesterday

Tokyo Concept Store Disguised As A Parking Garage

The retail and cafe project is designed as a hidden treasure for urban explorers

No search results found.