As part of a new series on this blog, I am going to interview interesting people from the media industry: advertising, marketing communications, digital, social media, or even a combination of two or more of these in some way or the other. I’ve been thinking about it for a while and came up with the conclusion that in today’s 140-character online world, shorter is better because often that’s all the time that people have!
So, without any further delay, I’d like to introduce the person who has the honour (!) of being the first person to share his thoughts through this 3-question interview series. Paul Isakson is a Senior Strategic Planner at space150 in Minneapolis, USA, a ‘modern creative agency that uses art and science, storytelling and strategy to grow brands and help them evolve in the modern world’. I first decided I wanted to ask Paul to answer my questions because of a brilliant presentation he did on the future of marketing and advertising. Many of you would have already caught it, if you haven’t, it’s here.
1. Which is your all-time favorite ad and what do you think makes it work?
Hmmm… I’m not sure if some people would qualify it/them as an ad, but I have to say the BMW Films / Hire series. Of those, my personal favorite was the STAR film w/Madonna. I think what made this work was a number of things. You had short films directed by known names. They were truly short films, with interesting stories – they didn’t come off as long commercials. The product was a character in the story, not the story. They broke new ground in advertising in many, many ways.
2. What do you think the Next Big Thing in media is going to be?
The Next Big Thing in media is going to be 1/4-page black & white print ads. They’re going to be HUGE! Haha. Just kidding. I don’t know exactly what it is, but my bet is that it’s going to be something that gets developed for the iPhone. Maybe multiple things. There will be at least one person or company that is going to use the SDK in a way that makes everyone talk about it like they did viral marketing and are now doing with social media and widgets/applications.
3. If your life could be described by a color, what color would that be and why?
I’m going to go with my initial reaction, which was blue. I thought a minute about green, but I think blue is better. Why? First because of it’s association with the sky and oceans/water. They’re both open, expansive, adaptable, evolving, living, and hard to keep contained. I would like to believe that’s a lot like the way I think. Blue is also associated with things I think are true about me: depth, stability, trust, loyalty, wisdom, confidence, intelligence, truth, faith, calmness, sincerity, consciousness, integrity and understanding. Lastly, it makes me think about growing up on a farm and working for my dad in the summer out in the corn fields under the clear, blue skies.
I hope you enjoyed reading that as much as I did. A huge Thank You to Paul for his time. See you all for the next installment of Brain Tap!