In this episode of "Failing to Success," host Shawn Kaleky speaks with Jef Loeb, one of the owners and creative directors of Brainchild Creative, a next-generation agile ad agency. Loeb discusses the changes he's seen in the advertising industry over the past 22 years, including the impact of digital and the internet, ongoing media fragmentation, and a current emphasis on diversification and cultural relevance. He notes that while the mechanics of advertising have changed, the fundamentals of human behavior have not.
Loeb also shares his background, starting in political advertising and moving into standard advertising and eventually writing and directing. When asked about his favorite digital marketing outlet, Loeb asserts that video is still the medium of choice, as it is more favorable to sight, sound, and motion.
Kaleky and Loeb also discuss challenges facing the advertising industry, particularly fragmentation and the need for more magnetic creativity to address this problem. They also touch on the challenge of acceptance for non-traditional ways of creating advertising, especially from conventional brands more comfortable working with larger agencies.
When asked about specific failures or setbacks, Loeb discusses instances where Brainchild Creative was invited to pitches but ultimately not chosen for the job. However, he stresses the importance of persistence and continuing to offer unique and creative solutions to clients.
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Timestamps:
1:13 How advertising has changed over the years.
2:55 Why video is where it’s at.
4:33 What are the biggest challenges they faced in their business?
5:56 How to bounce back from setbacks.
7:29 How do you measure success?
9:17 How to plan for ups and downs.
Website links:
Jef Loeb from Brainchild Creative: https://www.brainchildcreative.com/
Shawn Kaleky from Cosmic Design: https://www.cosmicdesign.io/
