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Nina DiSesa: Who is Nina DiSesa?
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).
Question: Who are you?
Nina DiSesa: My name is Nina DiSesa and I am the chairman of McCann Erickson’s New York office. And the New York office is what we like to say the flagship office of McCann Erickson’s global network.
Well, I was born and raised in Brooklyn, New York and I left Brooklyn when I was 21, 22, lived in the South many several times. Lived in the Midwest twice and now I am living in Manhattan, I think that when you go overseas and people ask you where are you from, if you say the United States, you get one response. If you say Brooklyn you get a totally different response in this kind of cool, it’s a cool place to be from.
Question: Did you know what you wanted to be growing up?
Nina DiSesa: Oh god, no anybody who knew me before I was 30 would be shocked to see where I have evolved to is a business person...
Well on the first half of my life, until I was about 25 or 28 I really didn’t have a focus of what I wanted to do and where I wanted to be and who I wanted to be, and I was married.
I thought I was going to have children and the when the marriage dissolved, I thought “oh my, I better have some plan, for the rest of my life,” and that’s when I decided to take whatever writing skills I had and channeled it into advertising and it was probably the best decisions I ever made.
Question: What did you do before advertising?
Nina DiSesa: I was in college. I worked in advertising in my 20s, but not in an advertising agency, I just did whatever I needed to do to make money, waiting from my husband who was an actor, to hit it and maybe decide to have a family. I mean I was coasting I don’t any 20 something year old now who coasts.
I don’t why I thought I could do it then, but I think that was the time, it didn’t really - you where not really expected to have a career when I was growing up and a career make, becoming a teachers is great, so that you would have the summer is off, I mean I was like held up to me is the idea that wasn’t appealing to me.
Nina DiSesa, the Chairman of McCann Erickson New York talks about the art of effective advertising, reaching an audience, and the case study of Mastercard.
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A new study looks at what would happen to human language on a long journey to other star systems.
- A new study proposes that language could change dramatically on long space voyages.
- Spacefaring people might lose the ability to understand the people of Earth.
- This scenario is of particular concern for potential "generation ships".
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Many of the most popular apps are about self-improvement.
Emotions are the newest hot commodity, and we can't get enough.
Construction of the $500 billion dollar tech city-state of the future is moving ahead.
- The futuristic megacity Neom is being built in Saudi Arabia.
- The city will be fully automated, leading in health, education and quality of life.
- It will feature an artificial moon, cloud seeding, robotic gladiators and flying taxis.
The Red Sea area where Neom will be built:
Saudi Arabia Plans Futuristic City, "Neom" (Full Promotional Video)<span style="display:block;position:relative;padding-top:56.25%;" class="rm-shortcode" data-rm-shortcode-id="c646d528d230c1bf66c75422bc4ccf6f"><iframe type="lazy-iframe" data-runner-src="https://www.youtube.com/embed/N53DzL3_BHA?rel=0" width="100%" height="auto" frameborder="0" scrolling="no" style="position:absolute;top:0;left:0;width:100%;height:100%;"></iframe></span>
Frequent shopping for single items adds to our carbon footprint.
- A new study shows e-commerce sites like Amazon leave larger greenhouse gas footprints than retail stores.
- Ordering online from retail stores has an even smaller footprint than going to the store yourself.
- Greening efforts by major e-commerce sites won't curb wasteful consumer habits. Consolidating online orders can make a difference.
A pile of recycled cardboard sits on the ground at Recology's Recycle Central on January 4, 2018 in San Francisco, California.
Photo by Justin Sullivan/Getty Images<p>A large part of the reason is speed. In a competitive market, pure players use the equation, <em>speed + convenience</em>, to drive adoption. This is especially relevant to the "last mile" GHG footprint: the distance between the distribution center and the consumer.</p><p>Interestingly, the smallest GHG footprint occurs when you order directly from a physical store—even smaller than going there yourself. Pure players, such as Amazon, are the greatest offenders. Variables like geographic location matter; the team looked at shopping in the UK, the US, China, and the Netherlands. </p><p>Sadegh Shahmohammadi, a PhD student at the Netherlands' Radboud University and corresponding author of the paper, <a href="https://www.cnn.com/2020/02/26/tech/greenhouse-gas-emissions-retail/index.html" target="_blank">says</a> the above "pattern holds true in countries where people mostly drive. It really depends on the country and consumer behavior there."</p><p>The researchers write that this year-and-a-half long study pushes back on previous research that claims online shopping to be better in terms of GHG footprints.</p><p style="margin-left: 20px;">"They have, however, compared the GHG emissions per shopping event and did not consider the link between the retail channels and the basket size, which leads to a different conclusion than that of the current study."</p><p>Online retail is where convenience trumps environment: people tend to order one item at a time when shopping on pure player sites, whereas they stock up on multiple items when visiting a store. Consumers will sometimes order a number of separate items over the course of a week rather than making one trip to purchase everything they need. </p><p>While greening efforts by online retailers are important, until a shift in consumer attitude changes, the current carbon footprint will be a hard obstacle to overcome. Amazon is trying to have it both ways—carbon-free and convenience addicted—and the math isn't adding up. If you need to order things, do it online, but try to consolidate your purchases as much as possible.</p><p>--</p><p><em>Stay in touch with Derek on <a href="http://www.twitter.com/derekberes" target="_blank">Twitter</a>, <a href="https://www.facebook.com/DerekBeresdotcom" target="_blank">Facebook</a> and <a href="https://derekberes.substack.com/" target="_blank">Substack</a>. His next book is</em> "<em>Hero's Dose: The Case For Psychedelics in Ritual and Therapy."</em></p>