By Les Kollegian

I know it’s not totally new but I still have to say how incredible it is to be on the internet while flying across the country. I have been working with the internet as a designer, creative director and developer since 1996 and never did I think I would see this day and frankly it wasn’t a day too soon. Sure, I admit I don’t have the forward thinking prowess of Tim Berners-Lee (and if you don’t know who he is, look him up!), but my guess is he probably didn’t see this level of connectivity coming either. I will say however that his vision of a Semantic Web (the concept of machines linking to machines creating transactions and links between people and computers) is certainly moving toward fruition with new Mobile Internet Devices (MID’s) and technology moving so fast that even us industry folk can barely keep up with it.

Okay…so why am I bringing this up (other than I just feel like posting something on our Web site while on a plane)? On the way up, while my electronics were inconveniently turned off, I decided to read an article by Jonathan Minder in the Rady Business Journal called “What is Web 3.0?”. He did a great job of breaking down Web 3.0 and what it means to marketing, cloud computing, mobile, privacy, search, operations impact and more. As well, he mentioned how different people argue alternate visions of what Web 3.0 really is. I figured I might as well throw in my 2 cents, so here goes…

The “new” Web is about open and personalized communication. As I type this blog on my iPad with apps that I just used like flight tracker (very cool) to find my gate, arrival and departure info that is updated in real time. I also checked my email, updated appointments on Google calendar, and check out site metrics for our clients and my company using an app called Analytics HD (also very cool), It is reiterated that this content is dynamic and personally delivered to me. Yes…in this case via a mobile Internet device. Now, this is where I agree very much with Mr. Minder in that many businesses are not placing enough importance and priority on mobile usability and content delivery. Believe it or not, we are still educating our smaller business clients on the importance of a blog and SEO. Businesses and marketers need to deliver relevant content, personalized information and communicate to consumers through minimized and quick interactions.

Here are some quick thoughts for our current and prospective clients on what they should be thinking about as they develop or enhance their online presence.

1. Start making your Websites content mobile accessible: If you are currently using Flash, consider adding javascript/JQuery alternatives to ensure your site can be viewed on any mobile Internet devices. There is simple code that can be installed on any site to recognize the type of browser or device a site is currently being viewed, and then deliver the appropriate content.

2. Make your Website mobile friendly: Believe it or not, applying mobile usability design to your Website will not only help consumers on mobile devices access information and complete transactions quickly, but it will also make your Website more usable as well. Keep in mind that Web 3.0 is about many things but mainly it is about open, simple, and personalized transactions and communication. Keep it simple and eliminate clicks so users can solve tasks quickly and get on with their daily business.

3. Deliver great content: Website owners are always surprised when they aren’t increasing their member retention and repeat visits. Don’t be surprised…just deliver content that will keep people coming back. The 1995 mentality of if you build it they will come is long gone. Content is king and not only for site “stickiness” but also for SEO. Next to link building, it’s the only way to really jump up in the search engine results pages (SERPs).

4. Think mobile marketing: 1 to 1 marketing has hit a new level of perfection with the advent of MIDs and the ease of these products use and entry into the market. We can now target individuals in new ways we have not thought imaginable. If you’re not ready to develop specific mobile apps (See my article titled iPhones, Droids, iPads, and Apps:) then at least consider working with mobile social media marketing tools like Foursquare and GoWalla to market your business direct to consumers. Trust me, social media is still in its infancy and will only become more viral and effective in the coming years.

The bottom line with Web 3.0 and its impact on marketing and creating revenue for your business is that we (businesses) now have the opportunity to directly connect with consumers to create successful interactions online. The internet and internet access has come a long way (as shown by this high flying blog) and businesses need to keep up with technology to make the most of their marketing dollars.

by Charlie Van Vechten

What do you really want from a creative agency? The truthful answer to that question has a lot to do with the future effectiveness of your marketing materials.

Let me explain. It has been my experience over the past 20 years, that when many clients first engage with us, they are focused primarily on getting a single job done: be it a website, brochure, or other brand awareness project. Often an external deadline is fast approaching (in the form of a trade show, a product launch, or a new corporate initiative), and there are certain marketing elements that need to be created, updated, or revised.

Clients have a timeline to meet, and while they certainly say they want the best, the emphasis is on meeting the deadline and sticking to some existing idea about how it should look or feel, not on taking full advantage of all the design firm has to offer. They miss tapping into the insight and expertise that is available – which might have taken the project, and their brand, to a different level – and instead end up with a result that simply meets their initial objectives: to be delivered on time with the original concept intact. There are no game-changing points of view, no earth-shaking concepts, not even a jump-off-the-page layout… just clean, conventional design, delivered in a flash. In general, there is nothing wrong with that, but as professional designers, we know that truly effective design requires much more effort.

So, how do you, the client, go from getting only what you asked for to getting what you truly deserve? A good first step is to bring the designer to the table much earlier in the process. Oftentimes, clients come to us when many strategic and creative decisions have already been determined. I challenge clients to bring us into the mix much earlier – preferably as soon as an idea has been sparked. That way, we can use our training in strategy and analysis to better craft your goals and supply plans to best meet your objectives.

Bringing on the designer late in the process means that important decisions have already happened. The client feels ownership and may push back when the designer questions those ideas – and then the most common reaction is to acquiesce to the client in order to not ruffle any feathers. Too many creative companies are afraid to tell you what they really think. Instead, they are content to listen to your comments and give you exactly what you are asking for, rather than what you actually need.

Why? Because caring isn’t always easy. If you aren’t willing to see things in the same light as your client – or at least go along for the ride – there’s a good chance you’ll watch that account walk out the door. Caring about a client’s success sometimes means being brave enough to tell them what they need, and not just giving them what they want. Eventually this honesty leads to trust, and ultimately… Results.

Caring can also be an expensive habit. It is also much easier and profitable to just give clients what they are asking for. Most creative firms are paid by the project, with a certain number of edits and revisions included in the bid. Removing the research or discovery process from the equation greatly cuts the amount of creative time a firm needs to spend on a project. But really, that goes against everything a professional designer and brand strategist stands for. It is our duty as designers to question everything in order to bring about the most successful solutions – and often that means helping our clients to see something in a different way.

Does that mean there isn’t any way to get great work quickly?

There is, of course, but it means choosing the right partner. As an owner and creative director, I consider speaking my mind to be part of the job description. Going along with anything and everything to collect a fee is easy; the tougher road is to have long, frank discussions about what you are trying to accomplish in the real world and the best way to meet those goals.

In my agency, this means following a strict creative process that guides us through research, analysis, data, and then, and only then, leads to concepts and executions. It is the responsibility of a creative team to fully understand our clients and their clients. Rather than cashing your check and just agreeing with whatever you put forward, having the strength and conviction to point out weaknesses and new possibilities often leads to the best solutions.

Why bring any of this up? Because the marketplace is flooded with badly-conceived designs and marketing agendas. At a time when so many businesses are struggling, there’s no more room for creative partners who work like “yes men” (and women) with Photoshop skills. Clients need to start expecting results – and expecting their design teams to stand up for their own experience and be willing to give honest input.

Marketing, in all its forms, is too important to be rushed through. As much as it might hurt to ask a client to stop in order to go back to the drawing board, it’s something a design company absolutely should do if they care about your profitability, not to mention the future of the relationship.

If you really want your marketing materials to sing – if you’re looking for the kind of creative team that moves people and sales figures – then find a creative partner who’s willing to see beyond your initial deadline and creative ideas. It’s never easy to have your ideas challenged, but it is a whole lot more profitable.

Jacob Tyler is proud that Charlie has been chosen to represent this year at the Creativity 40th competition. So how are the Creativity judges selected, anyway? The Creativity International Board of Directors goes through the painstaking process of selecting 10-12 judges from hundreds of applications every year. Location, judging experience, primary discipline and industry experience are all considered. It is unbelievable and gratifying that so many qualified individuals wish to take part in the Creativity judging process every year.

In the end, a panel is compiled that the Board feels is the best representation of you ~ the entrant. North, South, East, West, corporate in-house, multi-national agency, mid-sized mom & pop, design student or freelancer, there is a judge that represents you. Here is the 40th Print & Packaging Panel – for thorough biographies on each judge, please click here.

Okay… Not really. But as usual they did come through with (not surprisingly) a GREAT viral video what makes us all wish we had them. NIKE’s creative agency Wieden and Kennedy’s Tokyo office were at the helm of this global campaign and of course we applaud. Often we tell our clients the importance of video to create viral buzz with their brands and to help increase conversion. At the time of this post, this video has over 780,000 views. Now… I don’t have any conversion data but I am pretty sure they’ve gotten some solid brand recognition

Watch the whole video. Not only is it well directed and produced… it’s also VERY entertaining.