Thursday, December 6, 2012
Creativity in Shopper Marketing
Lor Gold | Global Chief Creative Officer
Which side of "The Line" are you on? Traditionally, above-the-line marketing has been viewed as more worthy of intense creative investment, with below-the-line viewed as more rational and tactical. Schawk, Inc.'s Global Chief Creative Officer, Lor Gold, says it's time to Obliterate the Line. Register now for his exclusive BrandSquare Live Session, Creativity in Shopper Marketing: Emotional or Rational or Both?
- Which consumer is your brand failing to reach by not making full use of shopper marketing insights?
- Why should shopper marketing team members be a part of high-level creative briefs?
- Why would your brand be more effective in every context if you marketed "from the shelf out"?
Gold is a strong advocate for eliminating the strategic and creative distinction between above-the-line, "emotional" mass marketing and below-the-line, "rational" shopper marketing. The quality of marketing communications depends on it. This is your last chance to register for Creativity in Shopper Marketing: Emotional or Rational or Both?
## About the Presenter: ##
Lor is responsible for the vision and execution of the Schawk, Inc. brand of creativity across the company’s global network. He works closely with Schawk’s chief strategy officer — Eric Ashworth — developing concepts for many of the world’s most important brands including Apple, Unilever, Safeway, and Coca Cola. Lor’s extensive expertise is built on the foundation of a 25-year career focused on creating brand building, branded promotions, in-store and online retail experiences, and helping to found the important strategic direction of shopper marketing. Under Gold's creative leadership at Draftfcb Chicago, the company was named Procter & Gamble’s "Creative Agency Hothouse," making it the only agency at the time to receive this distinction, and the first of its kind to receive the Ad Age 5-star, A+ rating. As EVP and CCO he helped reshape Draft from a large, traditional direct marketing agency to a creative agency guided by insights, analytics, technology, and channel development for companies including Nokia, Burger King, CVS, and the Kellogg Company.
Previously, Lor held leadership roles at Rivet Worldwide, Euro RSCG, and DDBNeedham and he has been key to the development, repositioning, and refocusing of multiple agencies and digital technology innovators.