But we interrupt this blog posting ... to bemoan that while we were in class, Roy Halladay, the pitching ace of my beloved Philadelphia Phillies threw a no-hitter in the team's opening game of the National League Division Series matchup against the Cincinnati Reds. A NO-HITTER. In the PLAYOFFS. Only the second pitcher ever to do so. History was happening and I was sitting in a conference room with my classmates in Johnston Hall at Marquette University. I understood that graduate school would mean sacrifices, but OMG!
Anyway ... I digress ... Paul, a self-described "brand believer" and "a resurrector of brands," said of her company, "Our job is to build brands." She used a nicely done PowerPoint presentation to offer us "a window into the conversation in the company and the industry today." In the 1980s, advertising campaigns focused on television, radio and print. The 1990s brought forth the advent of integrated marketing campaigns, with a focus on one sight-one sound, more synergy and similarity (multiple ads, one voice). Now, of course, it's all about digital, and that has "fundamentally changed the way we function," Paul said.
The new definition for modern integration is emerging, she said. (Hence, it seems, why we have a Emerging Media class.) The goal are holistic creative solutions, moving from ads and execution to ideas and going beyond trying to solve the client's problem to focusing more on the consumer's problem. For example, Paul shared with us a really impressive marketing effort her company helped produce for the Art Institute of Chicago. The museum's problem: attracting more customers and visitors. The solution became the Red Cube Project, which focused more on getting people to engage with art as a passion. That passion would seek outlets and the museum would be a natural fit.
Check out this video to learn more about the Red Cube Project. It's not as compelling as no-hitter in the playoffs. But it is inspiring and an excellent example of understanding the problem you're solving for – and making a difference.