Employer Insights Archives

You’ve put the work into developing your creative brief, outlining your media buying plan, and completing your creative – now it’s time to put your plan into action.

Choosing who will see your ad is one of the most important campaign decisions you will make.
Before hitting the launch button, consider the available options for segmentation and targeting on the platform you are using. You will likely find a wide variety of demographics, firmographics, or behaviors that can be targeted. Many platforms also let you target your existing audience (based on email address or visit to your website). Being appropriately selective amongst these options can ensure that you spend your money efficiently and effectively.

You should also plan on testing key elements of your campaign. If you have created multiple variations of your creative, then run an A/B test (where setup is identical for the two variations, except for the creative itself). This can help you zero-in on the creative that your target audience responds to the best. If you only have a single creative variation, consider testing other elements of the campaign, such as you audience segment (divide your target audience into demographic segments) or client platform (divide your target audience into the platforms they use such as mobile and desktop).

Once you have set up your campaign and any tests, it’s time to launch! While this is a tremendous milestone, there is still work to be done.

Most digital ad platforms will provide basic reporting on the performance of your ad. While this basic reporting may suffice for some, you may want to consider creating your own tracking sheet (particularly if you are running your campaign across multiple platforms that have different reporting tools). Some basic engagement metrics you should pay attention to are: Impressions (the number of times your ad was shown), Clicks (the number of times your ad was clicked), Click Through Rate or CTR (a percentage that is the number of clicks your ad received divided by the number of impressions), Spend (how much you have spent on distributing your ad), and Cost per Click or CPC (an average that is the amount you spent divided by the number of clicks your ad received).

While it is important to track and measure these basic metrics, you will also want to measure the number of people who convert (people who click on your ad that ultimately take the action that was the impetus behind your campaign). For some, conversion may be filling out a lead form, for others it may be an e-commerce purchase. Regardless of the conversion goal, many digital ad platforms will allow you to track how many people convert off your ad (this is usually done through a tracking script or pixel on your site). Similarly, you will want to track your Conversion Rate (a percentage that is the number of conversions divided by the number of clicks on your ad) and your Cost per Acquisition or CPA (an average that is the amount you spent divided by the number of conversions you have generated from your ad). If you are running your campaign across multiple platforms, you may want to consider using an analytics tool, such as Google Analytics, to help you connect your ad engagement data to your conversion data across platforms.

If you have done a good job of setting up your engagement and conversion tracking, you should be able to start analyzing your data to identify opportunities for optimization. Pay close attention to the reporting capabilities of the platform you are using. Many will have the ability to break down campaign performance by age, gender, location, placement, platform, time of day, and many other useful analysis dimensions. Compare this data along with any A/B test data you have collected to identify segments that are performing above or below average CPCs and CPAs. By stopping under-performing segments and investing in the ones that perform above the average, you will be able to optimize your campaign and drive down your CPA.

Campaign measurement, analysis, and optimization is a continuous process that can dramatically improve response and drive down your cost to acquire a new customer. Having solid insights into your campaign performance data and adapting your strategy to what you learn from this data is critical to a successful marketing campaign.

Abraham Langer is the founder of Business Advisory Board LLC, a B2B marketing consultancy that helps companies grow using technology and data. Abraham has over 18 years of media and marketing experience and regularly speaks at industry events. He can be reached at alanger@mybab.co.

“Reach! Distribute! Acquire! E-blast! Impressions!” are just some of the words we’ve all seen on briefs, heard in meetings, and been tasked to achieve while working in digital media and marketing.

As far as conventional marketing goes: the jig is up. We, as consumers, know not to click on the banners, that if you’re looking at shoes on Amazon, they’re likely to show up somewhere else on another website, “cookies” are something that don’t come out of the oven, and that paying for an ad-free music experience on Spotify is worth it. Because of these changes in consumer behavior, brands have been forced to figure out a new way to storytell while also driving purchase intent.

Companies of all kinds have grown dependent on reaching and targeting mass audiences through Facebook, Twitter, YouTube, Instagram, and Pinterest because of their ability access consumers through shareable content and 1:1 engagement. Over the past couple of years, companies like BuzzFeed have encouraged brands to focus heavily on storytelling in an editorial fashion. Even ad agencies are now making commercials that could stand alone as their own TV episodes. With the nuanced addition of influencer marketing and brands developing their own identities, “successful marketing” as we know it has gone through yet another evolution.

Technology, and the way brands use it to market to consumers, is on a hamster wheel going full-speed because now, more than ever, individuals are not loyal to any brand or platform in particular. This is, in part, because millennials are curatorial when it comes to their daily lifestyles. The products in one’s purse are as aesthetically-in-line with the products they use in their kitchen as the clothes they wear and the people they follow on social media. Most importantly, these curated lifestyles are typically attached to some form of deeply-rooted mission. The age of conventional loyalty is over, making it more and more difficult for brands to maintain consistency and longevity with their target audiences unless they stand for something.

To make things even more complicated, millennials are getting tech fatigue, having to find ways (even apps!) to help them turn off and seek more authentic experiences. Given the state of the world, people want to get back to human connection and the causes they stand behind, which is creating yet another facet for brands to address when it comes to marketing. In this Forbes article, SEO Specialist, David Kley, says that “ads will become more singularly purposed in nature, with a very specific goal and goal conversion place in mind, whether it be a mobile or desktop experience,” insisting that brands will look to speak directly to the consumer rather than just reacting to tentpole events and old-school marketing calendars.

Marketing is no longer about selling something, but rather relating to consumers on an individual basis for who they are, where they are, and giving them what they want given what they stand for.

With that said, augmented reality, professionally-executed live video, and conversational engagement with one’s smart home devices like Alexa, Google Home, etc., will be a focus for making people feel like they’re getting that personal contact with their tech that knows them best. In the same Forbes article, digital marketing strategist Twila Grissom, suggests that “attention is a currency, and building a personalized connection with prospects will be critical for digital marketing in 2018.”

Curious about other up-and-coming marketing trends to look out for? Read more on Forbes.

Annie is a Creative Circle candidate and freelance creative strategist/copywriter working and living in Los Angeles. She knows digital media as well as she knows her own horoscope (she’s a Virgo), having worked at the likes of BuzzFeed and Mashable. She has created branded content strategies for the top Fortune 500 brands, which means she knows the true meaning of “going native.” If you want to work with Annie, contact Creative Circle Los Angeles.

Your creative brief is the cornerstone of every project. Whatever form it may take, the success of a project depends on it to define the direction. As we know, poorly communicated projects can lead to extended deadlines and empty wallets. Starting off on the right foot means better working relationships for everyone and a better outcome for your project. However, putting together a proper creative brief for the first time can feel daunting. Whether you or a teammate are developing the brief, there are often multiple people involved and a lot of ground to cover. It’s easy to become caught in the chasm of “Have I covered too much?”, or “Have I not covered enough?” While that answer may change for each project, there are five rules you can follow to ensure the effectiveness of your creative brief.

1. Define the space

The space is the product, service or environment that requires a creative solution. It’s the reason why you are writing the brief in the first place. Take this time to define the project: Introduce the brand, define the technology, or outline the features of the website or app you are developing. Then, illustrate the “why.” A well-defined space will create the context around the creative issues that need to be addressed, and explain why the project is the solution to the problem.

If you are the account manager, extract as much information as you possibly can from the client. Before moving forward, make sure you understand the target audience and the product.

2. State the issue(s) clearly

Make sure that the problem/issue you are solving for is well-defined, no matter how numerous, simple or complex. It’s important to be clear about the reason the project is needed so give the full background and/or history of the issue. The more information you have, the fewer assumptions there will be when it comes to finding solutions, and the easier it will be to make sure that your project stays on target.

If possible, try to connect your problem to an opportunity. Your issue may not always be completely negative, and finding the positive in it may speed up the time it takes to get to a solution.

3. Share your thoughts

This aspect of the brief is often overlooked. As a stakeholder, your personal thoughts and opinions are very important to the team solving the problems. Take the time to express what you are hoping to see as a possible solution. Share your expectations, and come forward with any elements that are non-negotiable: like a key visual, a specific color, or a tagline. Wishes can’t be respected if no one knows what they are.

4. Decide on deliverables

Whether it’s a digital file or a physical object, in the end you’ll be receiving something when the project is complete. Be specific about what file types you would like to receive. What are the final output dimensions?

Delivery methods are particularly important especially when it comes to digital items. Be sure to share preferred file transferring services, and if necessary provide credentials for company cloud service accounts or VPN access for projects that require more security.

5. Know when to start and end

Without a deadline, a project can either fizzle or flame on for far too long leaving the team burnt out. The schedule can be detailed and complex if the project requires it, or if it’s the culture of the group, but don’t underestimate the power of a clearly defined start and end date.

If your schedule is loose and your timeline is long, be sure to plan for regular check-ins and have milestone goals in mind. If it’s a rush job, be honest about it and express the reasons for the urgency. However you prepare it, the schedule manages expectations, prioritizes tasks and sets the wheel in motion.

When it’s all polished and put together, the only thing left is to do is present. Presenting a creative brief should always be done in person or through a trusted conferencing tool where you can express yourself clearly and provide feedback for any questions. Don’t worry if your creative brief is too long or too short. What matters is hitting the right points. If you cover the bases with these five rules you’ll put yourself on the right path.

Little can jolt you when you’ve worked as a recruiter for a while, but candidates who fail to show up for an interview will always haunt me. I had my first introduction to the quintessential interview no-show nearly three years ago on a gloomy day in October, the kind where rain — and everything in its course — falls frightfully askew.

“She never showed up,” said the voice on the phone.

“What?” I said, nervously shelling my hand over my neck. My palms were getting clammier by the second. “That’s impossible. I just confirmed with her this morning.”

This couldn’t be happening. My first week on the job with our biggest — not to mention most profitable — client and I was already batting 0 for 1.

“I, uh … er … let me call her quickly. This is so strange. You know, I’ll bet she’s just stuck in traffic!”

I nervously dialed Jess, the graphic designer-turned-animator with a side of web development skill (or what we in the biz like to refer to as a Purple Unicorn), praying she would throw me a bone. I hopelessly clung to the idea that she had been hijacked by pirates on the highway or was running late because she was saving a drowning fawn from a sewage drain, or … “Oh!” I realized, perhaps she had made it to the building but got stuck in the elevator on the 22nd floor sans cell service! Surely the hiring manager, who had already passed on 37 other interactive design candidates, would understand.

“Hey!”

“Hi, Jess? This is Amanda from Creative Circle. Is everything all right?”

“Yeah, sure. Why?”

“We had an interview scheduled for you today at 1 p.m. with Christopher. The one you and I confirmed this morning. Remember … this morning?” my passive aggressive, and somewhat confused, articulation now bearing a soft nod to Kristen Wiig.

“Oh right, yeah, I thought I emailed you. Sorry. I thought about it, and I just have too many other opportunities right now, so I think I’m gonna pass.”

My arms started to feel like overstuffed sausages while beads of failure-infused sweat trickled down my back. No. No. No.

“So, um, but … the client …,” I panicked.

“Sorry, just not something I’m interested in right now. I’ll let you know when I’m looking again!” Jess chirped as she hung up the phone.

Cue the cacophony of strings. I was in the hot seat now. Not only did this very particular client deliberately change his flight to Boston to meet with the candidate on this doomed and gloomed day, but he had followed up with me not once, not twice, but three times in the past week to confirm that a formal, in-person interview was indeed a sure thing. No matter how you spin it, it was my neck on the line.

It’s that dreaded phone call — or worse, email — that every recruiter encounters during their career, and gut-wrenching conversation to follow with an important client to let them know you have disrupted their calendars for nothing.

But looking back on that panic-ridden scare, there were Scorsese-red flags all over my previous conversations with Jess about this opportunity: her unwillingness to get on the phone during our communication cycle and her lack of questions or curiosity about the role, to name a couple. When it came down to it, we were both to blame, weren’t we? She, for her lack of transparency, and I, for not paying attention to what she was really saying over our many email conversations about the role, otherwise known as an important part of my job. But that doesn’t mean it would be the last of ’em. Much like the zombies in the apocalypse, the interview no-shows never really die.

Here are a few excuses I’ve personally encountered since then that have sent me into a tailspin, howling at the moon:

“I have food poisoning, but don’t reschedule because I don’t know when I won’t have food poisoning.”
“I thought I emailed you that I wasn’t going to be able to make it. I guess I forgot to press send.”
“I was detained.”
“I realized on my way there that the job is three hours away. No thanks.”
“The drive-thru at Taco Bell made me super late.”
“My dog got loose, and I had to chase him. OK, actually … I slept in.”
“I gave up because I couldn’t find the building.”
“I got a flat tire. I’m in my car waiting for road service.” *Recruiter hears voice echo against bathroom walls.
“I read a Glassdoor review that they don’t have free gym memberships.”
“I know it’s five minutes before I’m supposed to be there, but I thought about it and I just don’t think this is a good fit for me.”

But did they get an A for creativity? You bet your bucket of M&M’s.

While you can’t control working with an unpredictable product — people — you can control the perspective you keep. Search for the humor in every spooky situation. Make the calls you need to make no matter how torturous, and keep going. It won’t be long before you find the second chance that gleams ahead of toil and trouble.

Happy Halloween from Creative Circle!

Amanda is a copywriter turned recruiter who joined Creative Circle’s Philadelphia team in 2015. Her fascinations include, but are not limited to: good use of white space, just about anything animal related, TED Talks, and helping people find jobs they really want. Outside of playing talent matchmaker, Amanda spends most of her time scouting new locales in the City of Brotherly Love with her husband and jumping bean of a pup, Tuxedo.

Your “Help Wanted” post ran on Monday, and by Thursday afternoon, you were buried keyboard-deep in resumes and CVs. Rather than wading through them all — at the cost of many man-hours, all your sanity, and the potential of missing out on a golden candidate , because you’re at the point where you just. can’t. even. — use our three-point resume test to assess a job seeker’s most important characteristics. Then head over to our Interactive Resume Experience for more tips on reviewing creative resumes.

1. Look at the general presentation of the resume.

Why it matters: Demonstrates the candidate’s overall level of professionalism
How: Let your eyes rest on the resume for a few seconds. Does it invite you to keep reading by providing a clear informational hierarchy, ample white space, bullet points that break up blocks of text, consistency and an understanding of presentation? Or is it a mishmash of colors, fonts, graphic elements, and tiny type that seems to pack more words than punch?

It’s true that there are many ways to format a resume and creative professionals will likely use a little more visual flourish. However, a disastrously designed resume that forgets its first objective — to capture and hold a reviewer’s attention — may be a red flag.

2. Look for a sense of the job seeker’s personal brand.

Why it matters: Good indicator of fit
How: Once you’ve made it past the first hurdle, look deeper at the design, graphic elements, and writing style to get a sense of the candidate’s personal brand. For example, if someone uses a meticulously designed, infographic-style resume with minimalist fonts and active language, this candidate is presenting the brand of an experienced, creative problem-solver who enjoys using both sides of their brain. They’d probably be thrilled to work at a startup, helping to shape all aspects of the brand, and probably wouldn’t flourish as much in a traditional corporate position.

You may also need to look in places other than the candidate’s resume to confirm that the branding is intentional. The candidate’s website, portfolio and business card are other opportunities to showcase their personal brand and can indicate whether they’re a match for your culture and work environment.

3. Look for a combination of keywords and descriptive language

Why it matters: Reveals if they can do the job
How: Scanning for keywords is important, but it’s increasingly common for candidates to stuff their resumes with specific words to pass a filtering program sniff test. Beyond keywords, look for descriptive, natural language that paints a meaningful picture of how the candidate can use their skills to solve problems for a company like yours.

For example:
Candidate A: Skills include UX, UI, After Effects, Google Keywords, written communication
Candidate B: Created all UI elements of a multimedia campaign that resulted in 380,000 impressions and a 4% increase in sales

Sure, Candidate A could probably do the job, but Candidate B gives you a concrete example of results-driven work. You’d be safe to move Candidate B to the top of the “YES!” pile.

There will come a time in your advertising or marketing career when you will think one of the following:

“I am sick and tired of working these long hours.”
“I am sick and tired of working for a total moron.”
“I am sick and tired of working these long hours just to make the total moron I work for rich.”

Whether it’s a craving to be in control of your life, your career, your finances, or your creative output, many of us daydream about striking out on our own and opening an agency. Yet very few of us know what it takes, and many more of us doubt we could make a go of it.

Joven Orozco thought he could, and so he did. His agency, Jovenville, has been around in one incarnation or another for more than 20 years. Today, his 10-person agency (give or take) counts blue-chip companies such as Mattel, the City of Santa Monica, and Disney as clients. Joven took the rare route of almost never working for someone else; instead, he knew, right out of college, that he wanted to have his own company.

(In full disclosure, I’ve freelanced for Joven for almost 10 years and I consider him a friend as well as a boss and a kick-butt creative director.)

I interviewed Joven about his experiences. Besides being food for thought for anyone who’s ever considered leaving the nest, he also reveals insights that can help freelancers get better at managing their own businesses.

Why did you decide to open your own agency so early in your career?
I figured, “If I fail, I can always get a job.” In 1995, the design industry was booming, and I had five separate job offers. I was planning on working in entertainment and living the Hollywood lifestyle, but instead, I came across an opportunity in Newport Beach that set me up as an independent contractor inside a design consultancy. The deal was: I would pay rent for a cubicle and they’d feed me work when they were over capacity or needed creative help. I was also able to bring in my own clients and utilize the space as I pleased. It truly was a beauty salon business model!

The design consultancy also offered me guidance on how to set up my firm, how to run it and deal with clients. The guys who ran it were about 10-15 years older than me, had many years of agency experience and decided to create an agency that was different. Not only did I learn more than I would have working many years in an agency, I learned anything is possible.

Were you ever scared that you might not make it?
Yes. There have been times when I’ve missed several mortgage payments. I can lose it all any day … even today. Fear is a good thing.

How did you go after new clients?
I’ve always done a lot of promotional campaigns for the agency. We’ve become more sophisticated with a fully integrated marketing effort to go after specific niche clients.

Positioning is everything. If you’re an expert in a space, there are people willing to work with you, even if you’re not in their region. Most generalist design firms become commodities and are priced out to the lowest bid.

Since you own your own agency, you aren’t just involved with the creative. What other “hats” do you wear to keep the doors open?
Vision hat: Determine the strategic direction of the business
Sales hat: Close new business
Strategy hat: Strategy for client brands
Leader hat: Encourage staff to grow and be better

What are the five most essential characteristics for anyone wanting to try something like this?
Risk-taker, risk-taker, risk-taker, risk-taker, risk-taker.
It takes a certain kind of entrepreneur who can take on certain levels of risks … I say risk-taker five times:

5. Sometimes you have to change the design direction the night before the client presentation.

What’s the best part of your job?
Freedom. I’ve been able to design a life/company that allows us to go home at 6 and not work weekends. We bring our experiences back into our work: It’s really tough to create when stressed out, so we, as a family, always help each other out. There’s plenty of good, profitable work out there, and if a client doesn’t appreciate what good design can do for their business, we just don’t work with them again. So basically … freedom to do whatever I want to do.

Are you up for the challenge?
If you want to open your own agency or business, it may require you to flex beyond your current skill set, but think of the payoff: being able to choose your own clients, make your own schedule (most of the time, anyway), and be in control of your life while doing the work you believe in.

To learn more about Jovenville and the type of work you can do when you open your own agency and call the shots, visit Jovenville.com.

Lisa is a Creative Circle candidate and seasoned advertising copywriter who lives in Los Angeles. Her background includes both in-house and agency work on Fortune 500 and global accounts in the consumer and healthcare/pharmaceutical fields. She excels at words, fashion, and cats. If you want to work with Lisa, contact Creative Circle Los Angeles.

It’s your first day on the job. You may know a few people, but you have no clue what it’s really like to work at your new company. What are the people like? How do your new co-workers interact and get along? Will it be easy to fit in?

You were likely hired because the company believes you are the best fit for their values and that you can do the job. Fitting in and, at the same time, learning a new job can be stressful and awkward, but here are five ways you can make the transition easier.

1. Do Your Research

Use your network, acquaintances, the internet or just simple word of mouth to find out as much information as possible about your new job before you start. Some workplaces are more traditional and some are more progressive and cutting edge. The culture you’ve become accustomed to in your old job may be much different; prepare yourself as much as possible so you’re not surprised on your first day.

2. Be Observant and Look at Your Surroundings

Your first look into company culture is the introductory stroll around the office. Yes, it’s uneasy, and yes, people are looking curiously at the newbie, but it’s your opportunity to observe simple things like how the physical layout of the office will influence your job. Are there cubicles or is it an open space? Are people quiet and tending to work individually, or do you see movement and open collaboration? Are managers and supervisors accessible or behind closed doors? Your first impression is important, and paying close attention to those early cues will let you know what you’ll need to navigate during your first days on the job.

3. Ask Questions

You probably asked about the basics of office culture during your interview, but there are still a lot of unanswered questions. Being the new person at work for a week or two is never easy, so the questions you ask are important in learning how the company operates and getting an idea of how you’ll be expected to contribute to workplace culture. It’s very important to be humble enough to ask even the “stupid” questions, be willing to listen to the answers and adjust to office norms. Those initial questions are not only helpful, but they will let your coworkers and managers know more about you and your priorities.

4. Start Building Relationships Right Away

One of the first things you’ll do is meet your new coworkers, so you need to be open and ready to start new relationships. Your fellow employees have been with the company for some time and know the ins and outs. You will be depending on your peers to get you through the first few weeks, so take some risks, get out of your comfort zone and make yourself available, approachable and inquisitive. These early relationships will be some of the most meaningful as you grow into your new job and beyond.

5. Use Your Experience

Unless it’s your first job, you probably have worked in several different types of office cultures. You may find that many of your past experiences will carry over into your new job. Just remember you’ve been there before, and with the right mindset, you can do it again and be successful.

Good luck and congrats on the new job!

Krista is a Creative Circle candidate, creative writer and content creator in Los Angeles. Her background includes news, marketing, copywriting and editing. If you are interested in working with Krista, please contact Creative Circle LA.