“That’s branding”

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  Welcome now to my credentials site.

  My background is international advertising. I am a creative director and brand strategist enjoying a good life in advertising. A hybrid veteran with close to 15 years of experience in each, classic advertising and digital marketing. Set on and trained to lead your brands through the decade.

  1. A young illustrator replaces her paintbrush toolbox with a reliable Parker Jotter
  2. The illustrator makes a name for herself with each doodle telling a great story
  3. At the height of her career, the illustrator approaches Parker’s marketing unit and has them buy in on a testimonial campaign
  4. That’s branding

  Should I ever be asked to name my achievements in advertising, I would likely offer the following three accomplishments for your kind consideration. Three testimonials of which I can humbly assume, that they were of help to many. All three have stood and are still standing the test of time:

➀ How to get a new business model to work in New York City

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  Bob Crozier [pictured] called the opening night of the convention, cheering into the phone:

  “Mark, you got to see this, the ladies are all over me!”

  The ad, placed in the program brochures of the trade conventions in 1986, had the lady registrars of galleries, museums and collectors,

  do exactly what the headline suggested, they got a hold of Bob Crozier, happy to have
  someone to talk to at a location away from home. Entrepreneur Bob Crozier introduced a new business model to Manhattan’s art community, one which has proven successful ever since.

  Open Crozier Fine Arts credentials in a new window.

   

   

➁ How to put Munich on the radar of the German new wave movement

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  ‘A Munich punk sampler, I initiated and produced in 1981 with the help of many, put the city of Munich on the radar of the ongoing German New Wave music movement [NDW]. It was sold out four days after it had become available on the market and again a week later.

  “Munich: Changing tires made easy“, as to what the compilation’s title translates, featured 34 Munich bands and gave them exposure on national TV, radio and the press.

  The work, including a leaflet, was exhibited at the Haus der Kunst in the 1999 summer exhibition, ‘Made in Munich’.

  Today a google search for its
  title returns 18,700 results.
  You can find it on Wikipedia. It is also being sold as cd.

  Someone is selling the original editon on eBay as rare collector’s item. Starting bids at €95.

  30 years later, the determination for collective action is being heralded as a technology supported marketing methodology. Learn more about early adoption of crowdsourcing, social media pioneering in a third and final testimony of a life changing experience:

   

➂ How to let Angela Merkel’s digital footprints do the walking

• Angela-Merkel.de during the federal elections in 2005.
  

  Statesmanlike reason, closeness and unpretentious authenticity in a decidedly small, unobtrusive browser window countered to the online presence of former Chancellor, Gerhard Schröder.

  Rich with flash effects the former chancellorʼs web presence demanded the userʼs entire workspace with its posh panorama screen.

  “Not to produce herself, is how she produces herself” explains Merkel’s biographer, Gerd Langguth.

  Angela-Merkel.de, continuously featuring podcasts, accompanied Germanyʼs first female Chancellor through her successful 2005 campaign and into the favorably mannered broad acceptance that Mrs. Merkel enjoys today.

  Today chancelor Angela Merkel can count on by far the most internet supporters of all German politicians. 79.700 registered supporters in social networks, according to research done by the hightech-federation BITKOM.. The social network for campaign supporters powered by chanclor lady’s party [CDU] has 19.700 registered users [31. August 2009]. You can find it here: „team Deutschland“

Game changer chart

• ☹	☺
  abandoned advertising	new advertising
  creative brief	business requirements
  ideas for advertising	advertise ideas
  creative darling	business partner
  monologue	dialogue
  explicit	implicit¹
  anticipated	participated²
  presentation	participation³
  absence of invention	ideas that do⁴
  lack of solidarity with consumer	social
  kiss [keep it simple, stupid]	sophisticated the consumer is an inherently knowledge driven biest
  a websites is an image: static, momentary, temporary	a blog must be a reflection to be successful⁵: dynamic, continuous, participatory
  disconnected	connected

  
  ¹Jessica Schmidt, mediaman. ²Alastair Duncan, participation marketing. ³Jenny Williams, Ideagarden,
  ⁴Gareth Kay, Goodby, Silverstein and Partners. ⁵Tom Mahon, English Cut

   

  Contrast sharpens perception

  The above chart helps us advertising practitioners clarify what was and what it is in today’s marketing and communication. Advertising has lost its way. Integrated communication offers a passage to restore trust in our industry.

  The next menu item offers insights in current marketing activities and provides best practice samples.

Live from the new advertising age, here’sss

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  Choose from the above for a close up reality check. Does my thinking fit your fancy?
  Will your agency’s thought leadership suffer, or live up to its promise when some of my thinking enters the reasons to believe in your agency?

  Uuugh? If you much rather just download my brag sheet, vita + vcf for your kind consideration, you can do so by selecting the following menu item:

   

   

Download brag sheet, vita + vcf

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  brag sheet.pdf	MarkSargent-Résumé.pdf	Mark Sargent.vcf