The next best thing to a crystal ball. The Luckie 7 with Nicole Redeker, Director of Insights

by Luckie Newsdesk

Nicole Redeker

Gone are the days of developing a campaign based strictly on gut instinct and then waiting to see the results, for better or for worse. Opportunities now abound to access information on consumer habits and preferences, product acceptance and campaign effectiveness. Through loads of data – and smart interpretation –critical media and creative decisions can be made in a more informed manner than ever before. The trick is to find the right data, understand what it means and then put it to its best use. We talked to Luckie’s Director of Insights, Nicole Redeker, who shed light on that process in the context of marketing and human behavior. Continue reading

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Making moving pictures more moving. The Luckie 7 with John Hunter, Senior Editor/Director of Photography

by Luckie Newsdesk

John Hunter

Collaboration is a very natural human activity. Most of us seek others’ ideas, opinions and capabilities in an effort to make things better. Yet when it comes to marketing, video production is often conducted in a vacuum. It can end up being the last step in a lengthy and painstaking process, where outsiders (previously uninvolved in the project) suddenly become instrumental in creating the final product. But imagine the synergistic benefits of bringing the production team into the loop much earlier so that they actually own the vision before making it reality. The resulting difference can be dramatic. We talked to John Hunter, Luckie’s Senior Editor/Director of Photography, about all things video, including his take on in-house production – and the immeasurable value of collaboration. Continue reading

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