At The One Club for Creativity WAATBP ATL X THE COME UP, industry leaders shared crucial advice for Black creatives breaking into advertising and navigating their careers. Here’s what we learned.
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In an interview with Katie White Hartranft, VP Account and Sustainability Director for The Martin Agency, we discuss the strategies, innovations, and collaborative efforts driving meaningful change within the industry.
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As a remote team, we have limited “face-to-face” interactions. We felt like we needed to devote time to get to know each other better. So we hit pause and each wrote a “User Manual.”
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Any successful campaign has to have a great idea, a relatable character, and something worth writing about. You don’t have those things, you don’t have a story.
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Normally we promote other people's work, but this year we got a chance to make our own. In March, we launched Mayfly Quest, a book-marketing campaign for my postapocalyptic novel Mayfly. Book publishing rarely mounts the kind of campaigns that marketers do for entertainment and brands, focusing on getting books into the hands of people who weren't already fans. The focus of #MayflyQuest was reaching people who didn't know they should be fans.
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