Hasta La Creative!

LONDON – The cost of paid search has rocketed over the last year despite click-through rates declining dramatically, according to new research.

“Are you right or left ‘brained’?” (Not sure? Take a  test to find out.)

The right brain/left brain theory was pioneered by psychobiologist Roger Sperry in the 1960s. His research postulated that the right eye and right hand were connected to the left brain (actually, the left lobe), and vice versa. Each lobe interprets information in a different manner; the right lobe is visual, processing information intuitively, while the left lobe is an analytic, sequential processor. Although unproven, testing has shown that visually creative people tend to be “right-brainers.”

Right Brain Design, located in New York, is much like any other Madison Avenue ad shop, with one major exception: The agency does not physically exist. There is an agency website that seems authentic, and the client list includes work for actual companies, including; Estée Lauder, HSBC, JCS Tradecom, RPD Media, and HartLee Industries. However, there isn’t an employee profile page, nor is there a nifty contact page including directions from major airports.

So, what’s the deal?

Right Brain Design, founded in 2000, is an agency without walls. Although the agency technically “exists” in New York, it’s really a global web of advertising and marketing professionals. Yes, global. The innovative business model was implemented by Catherine Wachs, the agency’s Creative Director and Principal. Prior to Right Brain, Ms. Wachs spent her career creating and producing work to promote some of the nation’s best-known brands including: Ruby Tuesday Restaurants, Kraft Foods, Advil, Gold Bond, Dannon, Breyers Ice Cream, IBM, and many others. She has served agencies of various size, ranging from smaller, creative boutiques to WPP.

So, why Right Brain Design?

“[A]gencies are becoming giant dinosaurs that take up a lot of room and cannot adapt their business models quickly enough for this new economy. Whereas it took a large team to do a national advertising…it now takes only a few people narrowcasting…”

Narrowcasting is the process of sending information to a specific group of people, such as a fertilizer company targeting an online gardening community. The best examples of narrowcasting are electronic mailing lists, where messages are sent to individuals who subscribe to the list. Yet, this is but one of the agency’s unique traits.

Right Brain Design’s success partially stems from their unique ability to build customized, strategic teams equipped to meet diverse client challenges. The scope of work determines which creative disciplines are engaged, streamlining processes and eliminating waste. Thus, Right Brain Design maintains a high degree of flexibility over agencies that lack creative advertising services or are unable to compete on an economic level. Communicating mainly via Skype and IM, the agency’s overhead is minimal, increasing client ROI in comparison to agencies with real estate.

After nine years of operation, it seems that Right Brain Design’s right-lobed thinking was the right approach, putting them right on course for continued success.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.

(TrendHunter.com) Josh Beech and Ash Stymest are the poster boys for hip British models. Young, skinny, tattooed all over, and packing a whole lot of attitude.

Rising British photographer Brett Lloyd recently captured…

Erik Johansson est un suédois de 23 ans qui excelle dans la photo-manipulation. Originales et rafraîchissantes ses retouches allient réel et imaginaire, parfois teintées de gaming-culture comme les quelques exemples dans la suite.

LONDON – There was surprise last night when no Pencil award was given in the Direct category in the D&AD 2009 Awards at the ceremony held at the Roundhouse in London.

LONDON – As the Institute of Sales Promotion gets its own formal accreditation scheme off the ground, this feature from 2003 looked at the attempts of an individual named Salvad’eor Priost to create a similar project. However despite Priost’s scheme receieving backing from the likes of ex-MI5 director general Dame Stella Rimmington and ex-Roose and Partners managing director Angus Fear, it was eventually wound up following an investigation by the DTI.

Après la très réussie campagne Perrier Melting, voici une série print dans le même esprit pour les produits et les vêtements de la marque Germe. Une idée de l’agence Complot en provenance d’Uruguay. Plus de visuels dans la suite.

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Advertising Agency: Memac Ogilvy & Mather, Dubai
Executive Creative Director: Till Hohmann
Creative Director: Dalbir Singh
Art Director: Rafael Rizuto
Copywriter: Dalbir Singh, Rafael Rizuto
Illustrator: Regina Groffy

Whyte & Mackay-owned spirit Glayva has linked up with streaming music service Spotify as part of its ‘Long Summer’ campaign.

LONDON – Campaign went behind the scenes at last night’s D&AD Awards.