After weeks of speculation, Netflix tapped Microsoft as its partner for its upcoming ad-supported tier. Netflix hopes to debut its AVOD offering as early as the end of this year and will use Microsoft’s technology to pull it off. “Microsoft has the proven ability to support all our advertising needs as we work together to…
TikTok introduced several new ways for users to customize their viewing preferences on its platform. Head of trust and safety Cormac Keenan explained in a blog post Wednesday, “TikTok’s diverse community transcends generations, spanning from teens to grandparents and everyone in between. We build with these different audiences in mind by limiting features by age,…
LeBron James’ new relationship with Lifewtr shows how PepsiCo intends to make broad use of its star endorser.
Past winners in the California State Fair’s food and drink categories have included Granny’s Famous Applesauce, Bohemian Viking homemade brew and Tomatillo Goddess jam. But when the doors open this Friday for the first time since 2019, the popular event will feature consumables of a different kind, with names like Laughing Gas, Lemon OG, Buddha’s…
Effort seeks to evolve the mobile ad tech company from a house of disparate brands to one unified identity.
Searching Google for information about student loan forgiveness surfaces advertisements that either appear to violate content policies or lead people to scams.
Corporate synergy alert: People using Meta’s Ray-Ban Stories smart glasses can now take advantage of hands-free calling and messaging on WhatsApp, as well as having the glasses read incoming messages. Ray-Ban Stories users can say, “Hey Facebook, send a message to (contact or group)” to send a WhatsApp message hands-free, or, “Hey Facebook, call (contact)”…
Today Forrester Research published a report assessing the strengths and weaknesses of seven holding company media networks. The objective assessment is a CMO’s guide to choosing a media agency partner. Olivia Morley, senior agencies reporter at Adweek, sat down with Jay Pattisall, principal analyst at Forrester, to talk about what industry trends emerged during the…
The Engagement Academy of Sports x Entertainment revealed the winners of the fourth Hashtag Sports Awards Presented by Budweiser at a ceremony during the Hashtag Sports 2022 festival in Las Vegas, hosted by WWE Superstars Kofi Kingston and Xavier Woods. The Hashtag Sports Awards honor excellence in consumer and fan engagement across sports and entertainment,…
It’s only been a mere two months since DTC oral care company Quip chose Mother LA as its AOR, and the agency’s first campaign is already here with teeth as part of its new brand platform of “human-proof oral care.” The ominously named “Save Your Teeth From You” campaign thankfully does not feature anything too…
In 2016, editors at The Los Angeles Times were reluctant to publish reporting that would portray the university and its top fund-raisers in a negative light.
Meta says Portal is “the smart video calling device that makes work from home work for you.”
Twitter’s Unmentioning feature is now available to all users across all platforms. The feature allows users to “unmention” or “untag” themselves from tweets. When someone leaves a conversation on Twitter (that is, when someone untags themselves from a tweet or conversation), their username will remain in the tweet, but it will no longer be a…
Aditi is a full-time Art Director based in New York. She specializes in conceptualizing and creating visuals for branding and marketing campaigns. Originally from India, Aditi has worked in agencies like RK Swamy BBDO in Kolkata, Cutwater in San Francisco, VMLY&R New York, and TEAM Enterprises Miami. She has recently graduated from Miami Ad School in the Art Direction program and has a Master’s in Global Strategic Communication from Florida International University.
Aditi hopes to open her own agency one day and create fearless work.
Why are you into Advertising?
Being in advertising is like being a jack of all trades but master of none. I enjoy the feeling of being able to dabble in many things. That possibility is why I am so excited to be in advertising.
Did you attend school for fine art or design or Communications?
I did my Bachelors in Industrial Arts and Design Practice at Srishti Manipal Institute of Arts Design and Technology. I later did my Masters at Florida International Univeristy in Global Strategic Communication and a degree in Art Direction from Miami Ad School. So I am trained in both design and communications.
Tell us about the ‘Raffles Interschool Postcard Contest 2011’ which inspired you to choose design…
I was in a very strict boarding school during my high school years. I quickly realized that being involved in creative projects helped me feel the freedom I craved badly. That is when the Raffles Interschool Postcard Contest happened. My art teacher at that time encouraged me to take part in the contest. Eventhough, looking back, I think he did it so the school won an art award (kidding), I truly enjoyed the whole experience. I had created a postcard design inspired by the Indian highway truck art. That was my first win.
Tell us about your AdStar 2020 Win.
Another first. My good friend and fellow industry professional, Keerthy Keyan, and I were super exhausted with the whole pandemic experience. To break out of the monotony, we decided to enroll in the Adstar 2020 competition. The brief was about a brand called MitUs. This was the first award I won in the US. We even have a silly picture of us on the Adstar website to commemorate the event.
Were there any particular role models for you when you grew up?
Honestly, my parents. My father is a very hard working man, who manages to smile through adversity, and my mother is very objective with her decisions. These qualities helped me through the brutal job hunting days.
Who was the most influential personality on your career in Advertising?
Mary Wells Lawrence- one of the most badass women in the male-dominated American advertising circles in the 60s. Her work with Alka-Seltzer and the ‘I can’t believe I ate the whole thing’ TV spot is funny even today.
Where do you get your inspiration from?
Conversations. A lot of insights can be found in simple conversations.
Tell us something about your current place’s work environment. How do you keep motivating yourself and your team creatively.
My current place of work has some very talented and hard working individuals. We specialize in brand experiences and one of the biggest perks of working in an experiential agency is that you are able to work very closely with the community. Currently we are working on some social media campaigns and strategy and I am having the most fun! The enthusiasm and energy of the entire team motivates me.
In an increasingly digital world, do you still see the impact of traditional print mediums like Posters, Magazine/Newspaper Ads etc? These are classic mediums to play around with for Art Directors. Would you equate a traditional print poster to an Instagram post?
While I do appreciate the quick rollouts of social media-driven ads/posts and the short lifespan of the internet memory, the pandemic has caused many individuals to slow things down. We have gone back to retro clothing styles, appreciating the smell of library books over an ebook- who is to say that print advertising won’t make a revival?
Having said that, the future looks more digital than ever before.
Do you think brands whose advertising wins awards, do well in the market?
I believe winning awards benefits agencies because it builds credibility. However, brands that have ‘award-winning’ ads do well in the market because now more people have eyes on them. How long that effect lasts really depends on constant marketing by the said brand. At the end of the day, if an ad helps the brand become top-of-mind, that is a goal well-achieved.
What advice do you have for aspiring creative professionals?
Strategize your career growth but do not worry if something doesn’t work out. There is always a plan B.
What’s your dream project?
To work on a music video and art direct everything in it!
Where do you see yourself in 15 years?
Opening my own shop and making fearless work.
Who would you like to take out for dinner?
Myself!
What’s on your iPod? Spotify?
Definitely, Brockhampton. Specifically their entire Ginger album.
Mac or PC?
As an Art Director, Mac.
What’s your Twitter Handle? Instagram?
Unfortunately, I only have a personal Instagram account. But, you can find more of my work on my portfolio here.
Beer brand skirts NFL ad rules by selling ‘The Coors Light’ backed by star QB.
GIFs are now available for use in comments on enabled subreddits following a partnership between Reddit and Giphy, revealed Wednesday. Users in those subreddits will be able to search Giphy’s moderated library of GIFs and insert them directly into comments, along with text, should they choose to do so. Reddit/Giphy Reddit said the new functionality…
On this week’s episode of Brave Commerce, Charlie Chappell, vp of media at The Hershey Company joins hosts Rachel Tipograph and Sarah Hofstetter to discuss retail media. Chappell discusses Hershey’s company structure, which emphasizes alignment among media, creative and growth. He explains the importance of streamlining any touchpoint with which the consumer interacts. The three…
Omnicom Media Group (OMG) and Publicis Media emerged as industry leaders in Forrester’s latest media agency Wave report, receiving praise from analysts for their focus on integrating disciplines, their audience segmentation abilities and the tech platforms that power their planning and activation. (Disclaimer: This reporter previously worked on earlier Wave evaluations.) In the report, released…
The agency’s CEO cites “shifting economic realities and client budgets.”
Even before winning his third NBA championship in 2016, LeBron James was easily one of the world’s most recognizable athletes. Still, as with so many greats, what he does off the court plays no small role in forming his lasting sports legacy. Continuing his charitable contributions to society, James has teamed up with PepsiCo’s bottled…
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