Week 4

Stephen Bennett came in during our week 4 class. He currently is working at Jupiter Park as a creative director in the digital area. He previously worked at Mod it, Blast Radius, Henderson Bas, Grip Limited and Blue Zone.

What is Juniper Park?

http://www.juniperpark.com/

2 Bloor St W, 6fl
Toronto, ON.
CANADA
M4W 3R6

It was established 3 years ago, currently having 75 employees. They integrate Advertising, Strategy and Design into one, creating them more unique than other agencies. They create work for broadcasting, print, OOH and digital statements. They use a vendor model: they don’t handle production, they instead hand it over to other companies. This agency also, once in a while, hires freelancers for 2 months or so. Moreover, their current clients are within the United States. Historically speaking, it all began with their Pepsico assignment, which lead to many other American companies becoming Juniper Park’s clients.

Stephen highly stressed on emotional connection with brands. Juniper Park’s goal is to accomplish this by creating a brand narrative. This is because ideas need to be embraced and talked about. Without emotional brand attachments from consumers, people would not be purchasing the way they are today. They would not purchase a specific product in contrast to another product line that is pretty much “the same thing.”

He also stressed on being curious. Without art curiosity, you won’t be creative and successful in the art world. This is because technology keeps changing, which causes people to adopt and be different. Things are moving to quickly. He stated that the Internet is not catching up. However, this is not true. Web 2.0 will be Web 3.0 soon.  The question is, when? It is under debate.

What is Web 3.0?

http://webtrends.about.com/od/web20/a/what-is-web-30.htm

I personally believe that because technology is constantly being updated causing digital media agencies to adapt and be up to date, might not be a good thing after all. Anyone can receive an acrobat package with photoshop, illustrator, etc. for extremely cheap. The easier public access we receive, they less stronger and powerful art agencies become because you can be a professional designer from home for cheap. How are art agencies different? The only reason I believe they are still successful is through the trust they build with clients who are willing to pay loads of money for a short clip or a small design project.