Remarkable Women 2009: "Mad Women - Creative License"




You don’t really need a license to create, but since we made this one for our Remarkable Women we figured we might as well let them drive this year’s feature.MAD WOMEN: We stole and repurposed the name from the award-winning AMC TV show “Mad Men” which portrays advertising agents of the ’60s. When done tactfully, such “stealing” is not only legal, it’s integral to the creative process — and that’s what we’re featuring in this year’s Remarkable Women: The five women on the following pages are creative engines for five of the state’s most successful ad agencies hailing from regions as far flung as the Seacoast and the White Mountains. Since collaboration is another key ingredient of creativity, we invited the women come up with concepts for their own portraits and assigned our photographer to capture them.The women were asked to portray their own creative processes in a purely visual manner. The resulting images are a mix of the intuitive and the sequential, the rational and the holistic. A final ingredient of creativity is that it is contagious. Look upon these images and, chances are, you’ll want to take your own imagination out for a spin. Have fun out there.Franne Ciriello – President Eastlantic AdvertisingWhy did you choose advertising? Advertising, in some ways, chose me. Ad people have certain traits and characteristics that are just naturally part of their makeup. I can look back over my formative years and many of the skills were already there. I have always had the innate ability to take large challenges and bring together all the necessary elements to creatively solve them. Where are you most creative? We’re very consumer-driven, so we tend to get out of the office when it’s time to come up with creative. Our work must affect people in ways that evoke a response so it makes sense that being out and about would be a good stimulus. While this is not an exact science, there are definitely certain cafés, restaurants and the occasional pub that are more conducive to creative thinking. Creativity comes from: Creativity is a process. It doesn’t just happen. It begins with our passion for the work. We see what we create as an art form and, when we work with clients who share the same desire to do great work, it creates an environment where creativity is present throughout the process. Sure, there’s that moment when you hit on the big idea, the funny television spot, the catchy headline — but a lot went into getting to that point. What was your favorite (know it by heart) advertisement when you were a child (any medium)? My favorite commercials from childhood are the ones that became part of our pop culture, which is what truly great advertising does. Commercials like Oscar Meyer’s “Oh, I wish I were an Oscar Meyer Weiner” and Alka Seltzer’s “Plop. Plop. Fizz. Fizz. Oh, what a relief it is” have been remade numerous times over the years and are ingrained in the memories of generations of consumers. What is your least favorite (fingernails on a blackboard) ad (any medium)? While Bob’s Furniture creates lots of commercials, one viewing is one too many. If you could take on the creative promotions for any commercial product in the world for reasons other than money, what would it be and why? Without question, Little League Baseball. As other sports gained in popularity Little League Baseball has suffered. Participation has diminished and the sport is experiencing its first real challenge. Maybe it’s nostalgia as opening day arrives or just pure enjoyment of the game, but Little League Baseball in America should be encouraged and preserved. Come up with an advertising slogan for New Hampshire that you would broadcast to space aliens. New Hampshire — Your Number One Abduction Destination. Caption your own photo without using the company name (in 80 words or less). Franne Ciriello, together with agency creative director, Dan Grinley and media director, D’Arcy Mello immerse themselves in every client, project and event in which they are involved. The agency created this Go Red concept based on Franne’s role as chairman of this year’s American Heart Association Go Red for Women Luncheon. Their passion to learn every detail about their clients plays a vital role in the agency’s ability to create great advertising that builds successful brands. It must be working; they’ve been doing it for more than 20 years. Elaine S. Krause – SVP/Creative Director Griffin York & KrauseWhy did you choose advertising? I choose creativity in all forms. Luckily, my job, as well as my personal time, lets me work in many venues and forms, from graphic design to interior design to just plain conceptual thinking. Where are you most creative? I am most creative at a small table in a little bistro in Montreal. Most people don’t know how well I can sing. Creativity comes from: Passion, great genes, good clients and wonderful people to work with. What was your favorite (know it by heart) advertisement when you were a child (any medium)? “Where’s the beef?” What is your least favorite (fingernails on a blackboard) ad (any medium)? Something with a jingle that I don’t like, but end up singing all day long. If you could take on the creative promotions for any commercial product in the world for reasons other than money, what would it be and why? I would choose to work with United Colors of Benetton — years ago, when they challenged the world’s senses and sensibilities about the state of the human condition. It was such earth-shattering work — much like the 1984 television commercial for Apple. The Apple spot ran only once, yet it changed the world. So, too, did Benetton. What is the next company to do that? If it’s yours … call me, I’d love to work with you! Come up with an advertising slogan for New Hampshire that you would broadcast to space aliens. Bring the family! Caption your own photo without mentioning your company (in 80 words or less). While creativity is important in everything I do, there needs to be a balance of predictable substance that we all need to engage. Mine is my husband Chip and my deliriously entertaining daughters, Whitney and Taylor. Then there are my family members in my heart, and those we’re still so very fortunate to have with us. Top all of that off with great co-creators and collaborators, plus a few more than very special compadres-for-life, and I’d say this photograph is indeed comprised of a thousand words. Suzanne Bresette – Bresette + Company FounderWhy did you choose advertising? Advertising chose me! It was the only field that thought my combination of arts appreciation, creative thinking, strategic sense, and personal relations skills could be molded into a single career. Besides, Unum had all the group representatives they needed at that time! Where are you most creative? My most creative moments happen in a meeting when I see an impasse developing. I use every bit of knowledge and skill to keep people agreeing with each other. Sometimes it’s done with memos, other times it’s done on your feet — right at the moment. Creativity comes from: Creativity comes from a simple premise told to me by one of the giants in the creative business, Steve Cosmopoulos. He said, “Make the ideas big, and the layouts rough.” When I am thinking alone or working with others, I always try to see a project’s creativity in its largest form. No one ever gets hired to “think small.” What was your favorite (know it by heart) advertisement when you were a child (any medium)? Pepsodent, “You’ll wonder where the yellow went” What is your least favorite (fingernails on a blackboard) ad (any medium)? Geico commercials. If you could take on the creative promotions for any commercial product in the world for reasons other than money, what would it be and why? I would love to work with The Cousteau Society or Sea Shepherds. Both organizations work to preserve the oceans and the creatures that live in them. We all remember Jacques Cousteau specials on TV when we were kids. Those were magical programs meant to educate the public in a nice way. Sea Shepherds approach is more radical in their confrontations with the Japanese fishing fleets that scourge the oceans of whales to later be served as sushi. It’s sad that mankind is so shortsighted. Perhaps I could use my skills to help spread the message that these creatures mean something about life to all of us. Some challenges just can’t be met by being “nice.” Come up with an advertising slogan for New Hampshire that you would broadcast to space aliens. “Mork & Mindy” was shot on location in Portsmouth! Caption your own photo without using the company name (in 80 words or less). “Don’t rain on my parade” is a classic movie scene from “Funny Girl.” As “Babs” comes up the East River in New York City she sings to the world: “Get ready for me love, ‘cause I’m a comer. I simply gotta march, my heart’s a drummer. Nobody, no, nobody is gonna rain on my pa-rade!” We’re always positive, thinking hard, wearing and watching emotions. Like Babs, we’re smooth as “butta!” And who doesn’t love tugboats? Nancy Clark – President (aka Owner Girl) Glen GroupWhy did you choose advertising? It chose me. I was a client of this agency and was very lucky and honored to have the previous owner ask me to buy it. Where are you most creative? On mountains, on airplanes and on a run. No phones, no e-mails, no interruptions ... just lots of time to think. Creativity comes from: Life and experience. And from my family ... managing the schedules of four active young boys requires a lot of creativity! What was your favorite (know it by heart) advertisement when you were a child (any medium)? The Norelco commercial with Santa sledding on a razor. Because it was always the first Christmas commercial that aired, for me it signified the start of the Christmas holiday — my absolute favorite season. (And I love the current Old Navy with the mannequins because they’ve followed through and have the mannequins in their stores.) What is your least favorite (fingernails on a blackboard) ad (any medium)? Unfortunately, there are many today. Even the Super Bowl ads have lost the insane creativity that used to make them all so great. If you could take on the creative promotions for any commercial product in the world for reasons other than money, what would it be and why? Any local or regional cause for whom we can really make a difference by doing our best work for them. Come up with an advertising slogan for New Hampshire that you would broadcast to space aliens. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. (From the desk of a creative ... only aliens would know what this truly says!) Caption your own photo without using the company name (in 80 words or less). Conductor Nancy Clark directs her orchestra of marketers through crescendos of creativity, interludes of innovation, concertos of collaboration, symphonies of strategy and movements of media. Preferring natural notes, the group finds inspiration in the mountains, lakes and trails that form their stage. Plus, they have a lot of fun doing it all! Mary Johanna Brown – Founder and President Brown & Company DesignWhy did you choose advertising? I saw an advertisement for it. Where are you most creative? With my staff in the ball pit at Chuck E. Cheese. Creativity comes from: Looking at things through the wrong end of the telescope. What was your favorite (know it by heart) advertisement when you were a child (any medium)? Is this a trick question meant to showcase my age? I loved the jingles “My bologna has a first name ...” and “Plop, Plop, Fizz, Fizz ...”! What is your least favorite (fingernails on a blackboard) ad (any medium)? A billboard ad campaign for Fiat from the late ’70s. Running next to an image of a Fiat ran the headline “If this car was a woman, it would get its bottom pinched.” How dumb! The primary decision makers in buying cars are women, right? Why risk offending your target audience? A week later, the billboard was “embellished” with graffiti to read “If this lady was a car, she’d run you over.” Now that’s a good re-write. If you could take on the creative promotions for any commercial product in the world for reasons other than money, what would it be and why? The Red Sox, because my staff would be thrilled. And I am committed to my employees. That’s why their names are tattooed on my arm. Come up with an advertising slogan for New Hampshire that you would broadcast to space aliens. Probe New Hampshire. Caption your own photo without using the company name (in 80 words or less). Think ink.

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