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The Modern Don Draper Is A Geek

The modern day Don Draper is a geek flush with Google stats and a Twitter posseIf you have watched Mad Men then you’ve seen the portrait of Creative Director Don Draper. The always-on, creative demi-god that drives the Madison Avenue agency Sterling Cooper Draper Pryce, The character regularly provides brilliant concepts pulled from a creative mind drowning in high-balls of ‘Old Fashioned’. A very romantic representation of the advertising industry. There is no denying that Don is as pimp as ad men come.

I’d like to paint a different portrait. One of the modern day Don Draper. A Don Draper that, to have client confidence and the power to influence an agency, would have to have up-to-the-minute understanding of market trends, a comprehension of demographics, insight into new communication platforms, a multiple screen display of his client’s Google Analytics and a massive Twitter following.

Don Draper would be a bit of a geek. The requirements of a modern day agency leader have changed drastically in the last 10 years. Although there is still a critical need for dynamic leaders to provide vision and act as the muse. The driving force of so many decisions are dictated not only by consumer behavior (that is now tracked at every touch of the keyboard), but also by a reading the tea-leaves of the ever changing technical world.

Clients are aware of this change too. There are so many instances that clients are now asking for data. Lots of it. What is my audience engaged with? How often can I expect to reach a particular customer? How many conversions can I expect for a given dollar? Can mobile users reach my website? How can I drive registration on my website from my print advertisement? Is social media relevant to my audience? And so on. They are getting it. Clients are also not willing to give up the show either. The expectation, and rightfully so, is that they will get answers and with a level of finish that is on par with the pitched presentation that had won their business.

What does this mean to the big ad agencies? Evolution. Progressive agencies are evolving. I’d like to say that it’s as easy as hiring an analytics expert, a user experience designer and a writer with enough web experience to transition client messaging into salient web content. It’s not. Now more than ever agencies need to fill the roles I just mentioned (as well as lots of other important roles), but also begin to educate the traditional account anchors. The agencies that are going to be able to respond to the change in marketing are those that not only have the people who can answer the tough questions, but the people who can determine who has the answers.

The Don Draper character-the new Ring Leader-has his team of Google savvy metrics nerds and iPhone toting Art Directors (all needed to run the show), but also have enough geek DNA to spin client need into solutions and services that are on-target and meet the sophisticated client’s needs.

Learn From Mistakes

Learn from your mistakes on the 5by5 networkContent network 5by5 is producing a new podcast featuring Mule Design’s, Mike Monteiro and Katie Gillum. The podcast is targeted at designers and people in the creative field, but unlike most content of it’s genre, it’s perspective is focused on the business of design. 

The show, Let’s Make Mistakes, is focused on converting people in the design business into people in the business of design. Although only 2 episodes into the franchise, it has already articulated that the craft of design-the profession of design-is one of industry and value and not to be sold short of it’s value.

You can listen to episodes in your browser or subscribe via iTunes. If you like the show, also check out Mike Monteiro’s Creative Mornings Speech, F**k You. Pay Me.

Some eMail Marketing Best Practices

email marketing best practicesA good email campaign is the root of many CRM programs and a staple of the digital branding. Unfortunately, emails go wrong all too often. I’ve put together a short screencast explaining some best practices and a number of do’s and do not’s for email designers and writers.

 

Some eMail Marketing Best Practices from chris cullmann on Vimeo.

This video is part of a series that will go into detail about emails and some of the things that can effect how an email campaigns perform. This being the first video in the series, I welcome any comments or suggestions.

Starbucks Mobile Payment

Starbuck Mobile Card - The future of mobile web payments via starbucks mobile cardFamous for coffee and a saturating retail presence, Starbucks Coffee Company released a new service this week that will change retail exchanges from this point forward. The new offering, Starbucks Card Mobile, provides BlackBerry and iPhone users the ability to pay for purchases at over 6,800 retail stores using their smartphone.

The application acts as a gift card and is required to be attached to either a pre-paid Starbucks gift card or a credit card. When prompted, the user simply clicks a payment prompt in the application and presents the rendered bar code for scanning. A very simple and smart solution.

So why all of the fuss? Because the US has been lagging behind in the adoption of mobile payments and micro-payments. Both Asia and Northern Europe have been making use of this technology since the mid-2000’s for the purchase of municipal services (buses, trains, parking), books, magazines, cigarettes and fast-food. Imagine swiping your mobile phone over the parking meter while on an errand or using your phone as a replacement for your MetroCard?

Beyond the frivolity of the Starbucks applications (which is actually quite handy), this is an excellent case study for the American public to begin a relationship with mobile payments. The audience is right-people who tend to be oriented towards new and somewhat trendy things-and the pace of a coffee shop is just right to work the kinks out of scanning and the somewhat pavlovian response of standing a retail register with your wallet out. The sales of smart phones are projected to overtake feature phones this year. All of these devices can act as envoys for those documents that we never seem to have convenient: club cards, membership programs, spare keys. The devices that we are never without are the ideal housing for these pieces of our lives.

The adoption of mobile devices as a currency will likely be slow. There is little need for the replacement of our current system, but rather as a supplement to help us avoid some of the less convenient aspects of our monetary system. For all of those small-payments that require coins that we seldom have enough of and the situations that need a fast transaction, your phone will be the E-ZPass of your pedestrian life.

There are pitfalls to be aware of: viruses, security, loss of your devices that has so much personal and financial information, but like the widespread use of credit cards, these will all become a manageable hurdle to overcome for ease-of-use.

If you like coffee and have one of these devices, give it a try and see how future commerce feels.

Type Inspiration

Typographical inspiration in jazz covers of the 1950s2011 is going to be the year for typography in web design. With the rise of CCS3 and several fantastic font-embedding solutions, web designers and developers have a complete type palette without using images or unreliable font-substitutions.

To act as inspiration and as a model for how simple typography can be employed as an expressive element, I turned to the classic Blue Note Album covers from the mid 50’s. The designs use simple geometry and beautiful typefaces to create striking and icon designs.

The original designs, created by Reid Miles designer for Esquire Magazine, were a combination of Miles’ Bauhaus aesthetic and Francis Wolff’s photography. The covers are representative of a mood and a feeling that visually defines Jazz music. The use of high-contrast 2 color designs and modern typefaces feel as bold and sharp as the tracks themselves.

If you are not familiar with the Blue Note Designs, take a moment to see some of the more classic designs or pick up an album for the experience in it’s entirety.great web design with jazz covers of the 1950s

Designing with type like the jazz cover masters

About Cullmann

Chris Cullmann is a Creative Director and Online Strategist. He works for Ogilvy CommonHealth Interactive Marketing, a digital agency dedicated to healthcare marketing. His professional and personal portfolio includes interactive websites, viral and social media, and online education applications. His portfolio and observations about the design and marketing industry can be found at www.cullmanndesign.com

The opinions expressed on this site are my own and do not reflect those of my employer or those who I am professionally connected.

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