Alexander Liberman - The Way

Alexander Liberman was born in Russia in 1912, but his family relocated to London in 1921. After four years they moved again, this time to Paris. Liberman graduated from the Sorbonne, then studied painting and architecture at the Ecole des Beaux-Arts. He moved to New York City in 1941 and began a career at Vogue magazine, quickly rising to become its Art Director. In 1962, he became Editorial Director of all Conde Nast publications, a position he held until 1994.

A parallel career began in the mid-forties when Liberman returned to painting, creating, gestural abstractions followed by hard edged geometric compositions. In 1959, he studied welding and was awarded his first solo exhibition in the following year by the Betty Parsons Gallery, where he showed his new sculptures along with the paintings. Philip Johnson, the noted American architect, commissioned Liberman’s first large public sculpture in 1964 and the artist was granted many others in following years. (Liberman passed away in 1999.)

Liberman’s sculptures are known for their monumental size and their compositions of tubular steel elements, thrusting upwards and precariously balanced. The constructions are industrially fabricated and are often coated in monochromatic hues. The Way (above) is on display at the Laumeier Sculpture Park in St. Louis.

Mark di Suvero - Medal of Arts Recipient

The National Medal of Arts was presented to sculptor Mark di Suvero during a ceremony at the White House on March 2, 2011 (photo above). He was born in China to parents of Italian heritage; as a boy he moved to the U.S. (1942) with his family. Later he went to college at the University of California, Berkley where he studied Philosophy. As a young man he moved to NYC. He emerged as a young superstar in the ’60s known for monumental sculpture incorporating salvaged steel. His distinctive, large bold pieces can be found all over the world. Two outstanding examples are on view at the Laumeier Sculpture Park in St. Louis. Springtime is a great time to go see them. Bornabus and Destino (photo below) at Laumeier.

Once Upon a Time, an Agency Fable

A long time ago in a land far way (we’ll call it Claytonia), two young explorers (we’ll call them Guy and Rex) started an advertising agency. They were so very excited to be doing this because they knew it was a rich and fertile region in and around Claytonia.  

The explorers set up shop in town. Soon, the cash register was ringing and business was bustling. After a while they hired assistant explorers and gave them cubicles in the fort they built for the agency. Years passed. The town crier could often be heard ringing his bell with news of Guy and Rex. New business victories! Winning campaigns! The townspeople were so proud to see the young explorers succeed.

By and by, Rex took his collection of valuable coins and left the agency. Guy was sad.  He had no interest in counting all the money or taking clients to lunch. He was busy crafting award-winning advertising. What would he do?  

As fate would have it, a young knight (we’ll call him D'Artagnan) was ready to slay a few dragons and came upon the fort in Claytonia. Guy and D’Artagnan became fast friends. They joined forces and renamed the agency. Soon the fort had more cubicles and a handsome conference room.

It was so much fun. Clients would travel far and wide to visit the fort. The agency was a bee-hive of energy and commerce. Competitors came and went. Bigger firms were always trying to buy them up but Guy and D’Artagnan would have nothing of it. (They did not want to be swallowed by InterBig or MegaCorp or International ACME Consolidated.) All the while, agencies in other lands would seek out Guy and D’Artagnan for advice on how to build such a magnificent and independent business.

Today Guy/D’Art Marketing Communications is a place for clear thought-leadership and careful deliberate distilled thinking. They are the envy of all in the ad community in the village of Claytonia, not to mention regions far and away. It appears they will live happily ever after - smiling, blogging and building still more cubicles. Happy Anniversary Guy/D’Art! We hope you never become D’Arcy, Arnold, Glennon, Gardner, Kupper, Drone, Adamson, Flip, Splash, Tilt, Rocket Ship, KaPow, Ziparoo or Sonic Boom! (You know who you are and you know what I mean.)     

Five Business Development Mistakes

Business is not easy to come by. The pressure is on your business development function to produce. How are you going to make sure your sales effort has its very best chance for success? Smart marketing and attention to your brand is more important than ever. Offered here for your review are five common mistakes companies make.

1.      Lack of attention to the Brand – Forgetting to pay attention to the brand is a mistake. You still need to be building something that can be differentiated in the minds of your prospects. The brand attributes set you apart and are things that you want sales to reinforce. They have to be real and true. It is a mistake when sales people have to “wing” it. (A big mistake!)

2.      Lack of Marketing Support – The mistake most often made here is to assume sales and marketing are the same thing. Sure, a good sales person understands marketing but smart marketing starts with careful consideration and understanding of the wants and needs of target prospects. The entire operation needs to be marketing-oriented (not just the sales team).

3.      In-House vs. Outsourcing – A lot of companies are going with in-house resources such as graphic designers and social media experts. This is a good trend, but it can be a mistake to forego outside help. You should still seek objectivity and outside advice.

4.      Penny Wise - The mistake commonly made here is to put so much control on the marketing budget that marketing isn’t given the opportunity to make an impact. You want to influence and persuade. It takes time. It takes money. It is an investment. (It needs time to work - but it also should be measured and understood.)

5.      Faulty Planning – A plan that doesn’t include reasonable measurement tools is a mistake. A plan that is not well understood. A faulty plan will result in disappointing results. Avoid having a plan that is not well conceived. Take the time to put your plans for business development in writing. Make sure you have enough attention on your brand. Think avout marketing support as part of the plan. Don’t be afraid to call on outside resources for input. Budget for success. Plan to win.

It’s all connected!

“I think print advertising is a waste of money.”

“Trade shows are a big waste of time.”

“Social Media is trivial and unimportant.”

“Our business is about building personal relationships”

These are the kinds of comments I often hear business owners say. The higher up the ladder the less likely those remarks are challenged. And maybe they need to be. Tactics need to be reviewed in a larger context. You sometimes need to park your predispositions and listen.  

I know everyone is trying to watch their nickels and dimes. I get it. It is a tough time for business and a lot of decisions are made in a survival mode mindset. I get that too. But. But. But. Can we step back for just a moment please?

An organization, a company, a brand and (for that matter) even a person is much bigger than the sum of the parts. I find myself sometimes defending tactics on the narrowest of understanding. You gotta look at the big picture.

Let’s look at the comments at the top of this article for a moment. On the surface, they may be true enough. But if you examine them a little bit you might discover your bias is keeping you from truly exploring marketing options.

“I think print advertising is a waste of money.”

Discussion: Maybe the investment is misunderstood. Did you know that by working with a publication you can leverage your status as an advertiser? Editors do not want to be influenced by advertising sales (Fair enough, the integrity of the publication is on the line.) But mailing lists, merchandising, events and a whole host of other value-added options can change your perception of such an investment. Maybe enough to be convinced the effort is worthwhile.  

“Trade shows are a big waste of time.”

It is an investment (in time and money). You won't get much out of it if you don't put much in. It is much like going to a party and not participating. You leave that party thinking it was no fun. On the other hand, if you engage others: work the pre-show and post show contacts; and think creatively about your exhibit goals you might be surprised. That trade show might be just the puzzle piece that completes your business development initiative.

“Social Media is trivial and unimportant.”

The world of communication is changing very quickly. You want to be a part of the conversation. You cannot deny the opportunity to develop a community of followers. But this is a strategic opportunity. Think of this very real set of channels and the opportunities it might represent for your business.

“Our business is about building personal relationships”

Sometimes I’m afraid this statement is code for “We aren’t going to spend any money on marketing.” Again, it takes an open mind. Think about how relationships are formed. Could it be that an investment in advertising starts a dialogue? Could it be that a personal contact was made at a Trade Show that will lead to business?  Is it possible that a twitter stream about a local sports team reinforced some common ground that creates an opportunity to form a friendship?

Punch Line

So St. Peter says “There are no lawyers in heaven”

Q: How many copywriters does it take to change a light bulb?

A: I’m not changing anything.

So the bartender says “We don’t get many Gorillas in here” to which the Gorilla says “It’s no wonder at these prices…”

Q: How do you make Elephant Jello?

A: Read the directions on the box.

Give me another beer before the trouble starts?

That will be $3.50 for the first one.

Ohhhhhhh, now the trouble starts…

The Devil says "Yeah but then you were a prospect, now you are a customer!"

...One to hold the light bulb and one to file for overtime....

Rim Shot...bah dum bump!

I am big fan of jokes. Making people laugh with a funny story is a great thing to witness and it makes me smile too. However, I have a short attention span. I don't have a great ability for telling jokes. Jokes involving a winding yarn that ends up with a predictable punch line are sometimes hard to listen to especially if you take too long getting to the punch line. I've noticed that sales people are often fond of telling jokes. (I think it is something they learn in salesmanship school.)

So a Rabbi, a Priest and a Minister walk into a bar.
The Bartender says "Hey, is this some kind of joke?"

Portfolio Review

I was thrilled to once again be invited to help the AIGA (American Institute of Graphic Arts) in St. Louis by participation in their annual portfolio review. Students came together with examples of their work and put it on display at Maryville University and also subjected themselves to multiple one-on-one presentations. They seek input and reactions. They hope to make connections that will allow them to begin their careers as artist, designers and creative leaders.

Having started my own career as a graphic artist, I always hope the emerging designers will have a passion for type, color, composition and style that I still have today. But, for their sake, I also hope they will work on sharpening their presentation and selling skills. After all, the world is a competitive place and the best doesn’t always win.  

“It’s Not Creative Unless It Sells” was a philosophy promoted by Benton & Bowles, an advertising agency founded in 1929 that eventually merged to become part of D’Arcy. (An agency St. Louisans may remember.) The designers and artists entering the market would do well to consider that point of view. They need to understand it is important to be able to persuade others and articulate the rationale behind their choices. Furthermore, they will need to understand that the design and innovation they create will only be marketable commercially if they understand basic salesmanship and find a way to be marketable as business people.

Like many students, I was first attracted to graphic design because I felt a career based on the wonderful prospect of being involved in work that for me meant being where art meets commerce. These kids are ready and willing. Their work is great.

Amanda Kilwin, a design student form University of Kansas drove across the State of Missouri with a fellow student from Kansas. There were students from Missouri State, Washington University/St. Louis, University of Missouri at St. Louis (UMSL) and of course Maryville University.

To Amanda and all of those portfolio creators as they enter the workforce: We look forward to your enthusiasm and creative energy!