Nina DiSesa: What is effective advertising?
Nina DiSesa has worked in the quintessential boys clubs of advertising for almost thirty years. In 1994, she became the first woman EVP, Executive Creative Director for McCann Erickson New York, the flagship office of the largest advertising agency in the world. Under her creative leadership, the New York office enjoyed an unprecedented 5-year growth period adding almost $2.5 billion in billings. In 1998, she was made Chairman as well as Chief Creative Officer of McCann New York. She was the first woman and first creative director to be named chairman in the McCann global network.
In 1999, Nina was chosen by Fortune magazine as one of the “50 Most Powerful Women in American Business.” In 2005, she received the Matrix Award, given each year to a select group of women in communication. In 2007, she was inducted into the Hall of Fame for CEBA (Creative Excellence in Business Advertising).
Nina DiSesa: Well effective advertising is advertising that changes the behavior of the consumer of that one thing and also effective advertising, is advertising that makes people feel a certain way about a brand mean it’s all about the brand and how people allow that brand to influence their lives, effective advertising is there is a lot of ways to measure advertising these days and we do a lot of testing and we do a lot of marketing research and things like that, but the over view of what makes an add effective is to people remember and they motivated by is it to the …. Does it help them feel a certain way about the product or the brand that you are trying to advertise. It’s really I know I have done that down, but that’s kind of this bottom line what we are trying to do with effective advertising, that’s why it was happening now in the advertising its kind of interesting. How much become a consumer, the content of is so consumer driven its kind of interesting about how you maintain the Stewardship of a brand, when somebody everybody is doing so much of their own kind of advertising.
Recorded on: 2/29/08
Effective advertising, DiSesa says, changes behavior.
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