LESS FEAR MORE LOVE
Alex Bogusky once said: "Fear is the enemy of creativity". I couldn't agree more! I believe passion is the fuel that turns challenges into creativity in ways that can benefit many. And when we do it, what we normally call "advertising" becomes a much more meaningful tool that helps brands and people connect in new and unexpected ways.
NEW IS KING
To me nothing can be more powerful than a truly new idea. And when I say “new idea” I mean going beyond new ideas for video, digital, and social. But also ideas that can reshape the way we work. Whatʼs a new way to approach new business? Why donʼt we use influencers to promote our agency to CMOs? How can we approach pitches differently? How do we connect with real-time consumer behavior and open new channels of communication with them? The list goes on and on, and to me itʼs a pretty exciting list. I know it is not easy and it takes work, but in my opinion there are positive ways to challenge our own structures and allow a new and genuine culture to be born.
BE A GOOD
We are the world we make and the golden rule is still the universal best practice. Respecting others when there is mutual agreement is the right thing to do but it's also easy and expected. Real respect comes from working with people we don't necessarily agree with to find diplomatic and professional ways to resolve our differences. If we are not open to that, we create a culture of passive agreement and close our doors to new perceptions that can help us grow together as a team and generate great ideas. Resuming, I believe that "being a good human" opens doors and helps to nurture creativity.
I learned how powerful creativity can be when it's supported by a simple and tight creative process, along with a positive culture. To me, it's the answer to most of the problems we face, but needs the right conditions to survive and flourish. So, a big part of my passion is dedicated to helping create these conditions. And in my opinion the best way to get there is by building great partnerships across different disciplines. The biggest lesson I take away from my years in the industry is the realization that the hardest part of doing great advertising is not the work itself, but removing the complications and obstacles that get in the way of it and doing it with a positive attitude, is the right way to get there.
THE ART OF GOOD
A PRO-BONO AD AGENCY CREATED DURING THE PANDEMIC
Inspired by a friend's LinkedIn post, in the beginning of the pandemic I saw the opportunity to donate my time and help small businesses – gratis. A week later I invited a couple friends to join me and we started The Art Of Good. We quickly embraced the mission of helping small businesses survive the Covid 19 crisis and in a little more than a year grew to a group of 600+ individuals around the globe, we were able to help more than 40 small businesses all over the US with all types of ad services, from strategy, social posts to videos and full campaigns, all free of charge.
As Covid continues, TAOG stays relentless. We keep our eye on the goal of helping more and more operations in need. And are working on new formats and systems to continue to help small businesses even when the virus is in our rearview mirror. Because anyone who’s ever run a small business knows, the challenges keep coming. And it’s always nice to have someone in your corner.