San Francisco Marketing Agency Blog - Branding, Design, Art & Life - The M-Line » Jef http://the-m-line.com/blog San Francisco Marketing Agency Blog from The M-Line Mon, 12 Mar 2012 22:17:14 +0000 en hourly 1 http://wordpress.org/?v= Why Podcast for an Airport? http://the-m-line.com/blog/they-might-be-clients/why-podcast-for-an-airport/ http://the-m-line.com/blog/they-might-be-clients/why-podcast-for-an-airport/#comments Tue, 04 Aug 2009 04:55:03 +0000 Jef http://the-m-line.com/blog/?p=311 Our recent podcast assignment for SFO has been more than enlightening. We had high hopes that the podcasts would be informative and interesting, but we did not expect the podcasts to uncover such a powerful human experience at San Francisco International Airport.

Tania Ketenjian has managed to bring forward a rarely seen image of life at SFO using the power of the podcast…. Thanks Tania! Her work on “The USO at SFO – Supporting Our Troops” and “The Beagle Brigade – Dogs on a Mission” podcasts, offers a unique look into a few of the many tales to be told through the “sound of SFO.”

Click here to visit the San Francisco International Airport podcast page.

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]]> http://the-m-line.com/blog/they-might-be-clients/why-podcast-for-an-airport/feed/ 0 The “5 Tool” Creative Pro http://the-m-line.com/blog/thought-leaders/the-%e2%80%9c5-tool%e2%80%9d-creative-pro/ http://the-m-line.com/blog/thought-leaders/the-%e2%80%9c5-tool%e2%80%9d-creative-pro/#comments Tue, 04 Aug 2009 04:36:07 +0000 Jef http://the-m-line.com/blog/?p=305 For those of you that have not heard of the term “5 Tool Player” it comes from professional baseball. Here are what I believe are the 5 tools that define great creative professionals.

Tool #1. Master of the details: If you’re a designer then it’s knowing things like color and type intimately. If you’re a writer then it’s the art of the English language. Art Directors need to know things like every illustrator, and photographer… it’s the details that finesse the finish.

Tool #2. An Incurable Idea Generator: Creative people that possess this tool believe there is always a better idea and are unable to stop thinking up better ideas. In fact I just thought of a better way to write this paragraph… or I could… (never mind).

Tool #3.  Works Efficiently: This is something that usually comes with age, because it usually has to do with knowing yourself, being self-confident, understanding how you work and how to get the best out of yourself. Tool #3 also involves developing a foolproof “work process” that you can rely on every time you need good ideas in a short window of time.

Tool #4.  Sales Artist: The “5 Tool” creative pro know what sells and how to sell it. Their work, the client’s products, their agency… it’s all the same, there’s a buyer on the other side and sale to be had. For the best creative pros understanding how to sell is second nature.

Tool#5. Know the Biz: This tool may seem obvious to many of you. But, I am constantly surprised at how many creative people I meet that are unaware of the many ways creative firms make money. Things like profitability on retainer vs. project structures, licensing fees, mark-ups and commissions are key to being a “5 Tool” professional. You need to know how to make every client or project—no matter what the fee structure—profitable for yourself or the firm you work for.

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