Magazine Publishers of America
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On great magazine advertising...
Well, first of all, I want to say that magazine advertising to me is one of the best mediums to tell stories, and it's personally one of my favorites, because I think it's one of those mediums that if you do it right, you can really have the audience captive for as much time as you want to read your stories.--Diego Scotti, Vice President of Global Advertising, American Express Company
Stand-out ads....
What is great about magazines is that it is not just one element that really makes up the stopping power of an ad. I think it can be a photograph, it can be words, it can be setting of the type. It can be just the way that it works inside the magazine and in the context of the magazine. So there are lots of ways to make it work.--Jeff Goodby, Chairman and Chief Creative Officer, Goodby, Silverstein and Partners
Advice to young creatives...
Come in first with your thought. Don't put a script in front of us; don't put a headline in front of us. Sometimes we like to say, show us what the press might be after this thing launches, you know? Don't tell us how great the execution will be; tell us why people out in the world would actually give a s--- about it. --Mike Shine, Co-Creative Director, Butler, Shine, Stern and Partners
Working across media...
In a funny way, the Web actually frees print to do other things that it doesn't have to do. It doesn't have to provide all the information, it doesn't have to give you all the data, it doesn't have to do the education, and it could actually be freer to be more provocative in an awareness generating way. And there's that synergy between the two, and I think people who appreciate the power of print in that regard would in fact acknowledge that you need print; print can in a big way make your online efforts and experiences more compelling. --Edward Boches, Chief Creative Officer, Mullen
See the winning campaigns and hear from other leading advertisers and creative directors on what makes great advertising at www.kellyawardsgallery.org.
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