99 Problem Ideas: “Harvey Gabor, art director on Coke’s iconic campaign, burned my ad concept with a lighter” (Episode #10)

How I Made it in Marketing

Mar 28 2022 • 57 mins

Customer-first objectives (https://meclabs.com/course/lessons/customer-first-objectives/). You may think of these three words when you hear our latest guest describe his role in the creation of the first internet banner ad (which had a clickthrough rate of … wait for it… 44%!).

He described the objective behind the ad this way – create a form of advertising that is at once a gift to the consumer, and a doorway to a universe of possibility.

That was one of the lessons from the stories our guest shared with host Daniel Burstein in Episode #10 of the How I Made It in Marketing podcast. Listen now to hear Joe McCambley, Chief Marketing Officer, Saatva (https://www.saatva.com/), share lesson-filled stories from his work with AT&T, Sports Illustrated, Boston Edison, Saatva, and many more brands.

Lessons from this episode

  • One of the most important lessons he learned as a creative person came as a result of things he DID NOT make
  • There is someone to delight at the other end of every ad
  • Create a form of advertising that is at once a gift to the consumer, and a doorway to a universe of possibility
  • If you always keep your promises, you will be the kind of person people want to do business with
  • Focus makes an ad great
  • If you want to create and innovate, you should surround yourself with creative and innovative people

Related content mentioned in this episode

MECLABS Institute Research Library (https://meclabs.com/research)

Marketing 101: What is baking in? (https://sherpablog.marketingsherpa.com/marketing/marketing-101-what-is-baking-in/)

Marketing 101: What are microsites? (plus 3 successful microsite examples and 2 missteps) (https://sherpablog.marketingsherpa.com/marketing/marketing-101-what-are-microsites/)

Content Marketing and SEO: The world doesn’t need another blog post (https://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/)

Informed Dissent: The best marketing campaigns come from the best ideas (https://sherpablog.marketingsherpa.com/online-marketing/marketing-dissent-campaigns/)

About this podcast

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/).

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