Friday, September 23, 2022

Creatively breaking through holiday clutter

Posted by Elena del Valle on January 14, 2015

By Josh Mayer
Chief Creative Officer
Peter Mayer Advertising

Josh Mayer Chief Creative Officer Peter Mayer Advertising

Josh Mayer, chief creative officer, Peter Mayer Advertising

Photos: courtesy Peter Mayer Advertising

When marketing agencies are working for clients, we often recommend that their messages need to be unique and stand out from the crowd – to zig while others are zagging. But it’s not so easy when our agency IS the client. What is the message we want to send? What’s our tone? How do we want to be perceived? Should we be silly, serious, zany, techy or corporate? Never is this question more relevant than when it comes time to create the dreaded holiday card.

In today’s hypersensitive, politically correct world, you certainly don’t want to offend. Or be preachy. And whether you want to admit it or not, your company’s creative reputation is on the line. So faced with a heavy dose of scrutiny and expectations – most of it admittedly our own – we decided to be as different as possible, to find the white space others weren’t playing in: New Year’s Resolutions.

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