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IQ Spotlight: Carol Montoto, Associate Creative Director

Carol Montoto, ACD

Carol in her Ugly Christmas Sweater for the contest at the IQ Holiday Party.

IQ is made up of a bunch of rockstars that make incredible work for our clients everyday. We want to give you a glimpse of what it’s like to work in IQ, so every other Friday we’re going to interview an IQ-er and let you get to know them better.

For the official record, what is your name and your title at IQ?

My name is Carol Montoto and I’m an Associate Creative Director at IQ.

Tell me about your favorite project you’ve ever worked on?

The Rock and Roll Hall of Fame microsite I worked on when I was at Sapient-Nitro. It was a massive project that we had to get finished in a month. We were working nights and weekends and it wasn’t just the creative team, we worked closely with our developers, our motion graphic guys, everyone was just so passionate about the project and the end result was amazing and totally reflected that passion.

What’s your superpower?

I would say my energy. I’m sure you’ve seen me running around the office like a crazy person getting all the things done. Maybe the coffee helps.

Outside of IQ’s clients, what brand is doing really well in advertising lately?

For me, they have to suck me in and make me think it’s not an ad until they show the brand and I’m like “oh, they got me!” I really liked when Skeletor took over Honda’s twitter a couple weeks ago.

What is “Creative Intelligence” mean to you?

I think it’s more the collective of brains in a room coming together. Not just people in any one department, but the cohesive vision of the agency?

What is your favorite holiday tradition?

Anything snow related, even if it’s fake snow. I try to go skiing and snowboarding at least once during this time of year. I love snow?

Quickfire:

Hat or scarf?

Scarf.

Sun or moon?

Sun.

Strawberry of blueberry?

Strawberry.

West coast or East coast?

West coast.

Handwritten or typed?

Handwritten.

Now you know a little more about Carol Montoto!

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Russ Sauvé, Social Media Community Manager

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Snapchat is the New Facebook.

A quick explanation of why brands should love Snaps.

Snapchat article by Eric

As our social media channels become overrun with stagnant ads, eager parents (and grandparents), over filtered photos of food, and articles that begin with “Top ten things,” the next generation of users have found a new way of sharing their lives: Snapchat. Brands are looking, too. Snapchat is a mobile only platform that allows real time sharing of someone’s life. No filters, no editing, no “10 reasons why_____.” Just you telling a story with your phone. Casey Neistat does an amazing job explaining the rise of Snapchat in his recent video with Jerome Jarre:

Yet as this new space is emerging, few brands are taking advantage of the 30 million monthly active users, mainly because no one has really figured out the best way how.

Right now there are three ways brands are using it:

Sponsored Snapchat:

These are posts that go out to every user, from Snapchat. They are usually pretty short and generally video. Recently there was a trailer for the Dumb and Dumber movie that went out.

Sponsored Snapchatters:

This is where a company approaches a popular Snapchatter and then asks them to do a story sponsored by them. For instance Casey Neistat spent a day with Karlie Kloss for fashion week, sponsoring and advertising Vogue.com.

Point all other channels to Snapchat:

This allows companies to use their existing audience on their other social channels to follow their Snapchat. This requires them to constantly produce content to keep people involved and interested, which is time consuming and expensive.

Speaking of content, this is the second problem companies are having: quickly producing cheap, quality content. No company (that I know of) is doing that right now. But individuals are, which is exciting because there is a totally new space that is untouched by brand use.

The fact is Snapchat is here to stay. It has been quickly adopted by the next generation of social users, and the current generation is adopting it, too. Snapchat is the perfect space for a new brand to be born on, and an even better space for a current brand to own. The opportunity is ripe. You just have to reach out and take it.

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Russ Sauvé, Social Media Community Manager

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Why Designers Love Whitespace

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IQ Spotlight: Russ Sauve, Social Media Community Manager

Russ Sauve Social Media Comm. Mgr.

IQ is made up of a bunch of rockstars that make incredible work for our clients everyday. We want to give you a glimpse of what it’s like to work in IQ, so every other Friday we’re going to interview an IQ-er and let you get to know them better.

For the official record, what is your name and your title at IQ?

Russ Sauvé, and my title is Social Media Community Manager.

What is your favorite aspect of working at IQ?

Besides the incredibly kind people my favorite aspect is that no one has said; “don’t do it that way.” I’ve asked colleagues for input on deliverables to make sure I’m headed down the right path.  Instead of negative feedback when they see an improvable moment coworkers ask questions to nudge the ship in a more desired direction. They are helping me think in a more strategic manner. Those moments have been something remarkably fun to tap into, learn, and use in my day-to-day work.

Tell me about the moment you knew that this was the direction you wanted to pursue professionally?

I was fortunate enough to be employed at a live entertainment venue when social evolved to being a platform for brands. In launching and managing our social channels I became the biggest advocate and defender of our digital fans.  It was an amazing honor to help our fans experience and celebrate concerts, shows, events, and the historic venue in new ways.  Encouraging the fans and guests created passionate and outspoken advocates.

In your own words, what is “Creative Intelligence?”

Find data, sort data, and use data to create content that digital guests desire while delivering the message you want served. Utilizing what you know about your audience and giving them the awesome content they want that engages them and makes them not only a fan, but an outspoken positive digital force for your brand.

When do you feel like you actually became an adult?

The beginning of my career wasn’t exactly stellar; I got my butt kicked a lot (and deservedly so). But I would say I really became an adult about eight years ago when I started working at the historic live entertainment venue. Being a part of a historic organization where no one person is bigger than the whole and the venue always comes first, whether it’s restoring, maintaining, or serving the guests that keep it open.  That awakened a sense of humility and a desire to serve others.

QUICKFIRE:

Kindle or paperback?

iPad.

Wine or whiskey?

Whiskey.

Summer or winter?

Fall.

Cake or pie?

Neither, beef jerkey.

Pirates or ninjas?

*long pause* Mutants.

So now you know a little bit more about Russ Sauvé!

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IQ Spotlight: Marica Slaughter, Program Manager

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Why Designers Love Whitespace

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3 Technology Game-Changers

Part of our job at IQ Agency is to make sure our clients don’t get blind-sided by new technologies, devices or changes in consumer behavior. So we make sure we know what’s going on and what’s coming. Being the founder and board chair of SoDA, the Society of Digital Agencies, helps because it lets us at IQ see what many of the most advanced, innovative agencies and companies in the world are working on. Here is a glimpse of some technologies that look like they might bring big change in the not too distant future.

1. Virtual Reality is Real Now

Virtual Reality

The Oculus headset at SoDA’s “What’s Next” meeting.

The first is virtual reality from Oculus Rift. This is a company, bought by Facebook last year, which is near to perfecting a virtual reality headset. I tried it, it is not a toy, and it is already remarkable. Imagine a viewing experience with normal peripheral vision. The image you see is an environment that responds to your movements almost exactly as it would in life. One of the programs I tried had me as a judge on “The Voice”. When I looked to my left there was the real Blake Shelton, when I looked to my right I could see Gwen Stefani in the next seat over. I can easily see how disruptive immersive, VR experiences will be, first in games, then in entertainment and marketing.  It reminded me of a movie called “Strange Days” which posits a future in which virtual reality is more seductive than life itself. I think this technology, which is going to market very soon, will take a little while to filter down to marketing, but once people have the headsets, the marketing applications will be endless.

2. Augmented Reality – Not a Gimmick Anymore

Style My Floor AR app

“Style My Floor” AR app

Augmented reality is also getting ready for prime time. Right now we use it for things like the “Style My Floor” app my agency just designed for a flooring company, where you can instantly see what your floors would look like in any number of different materials. But this technology is evolving fast to enable a virtual layer on life. Imagine seeing driving directions actually on the street, like the down markers in a football game, or vacancy signs at hotels, or a big arrow in the sky pointing at the building you are going to.  The marketing applications, especially for retail business will know no bounds.

3. The Data Layer is Forming

Google Glass by Luxotica

Fashion versions of Google Glass from Luxottica

Now hold that thought about augmented reality and think about what’s happening with Google Glass. I know, it may seem like an irrelevant novelty after all the empty hype. But things are quietly a-foot. Luxottica, the biggest eyewear company in the World, has partnered with Google to produce fashion versions of Google Glass that will look just like regular glasses. This will enable all of us to walk around life informed by a layer of data. Imagine what might be useful when you can get environment specific data in your glasses. Now combine a wearable device like this with all the data that the “Internet of Things” will produce, AND the possibilities of augmented reality, and you can see the potential. Before long I think this living data layer will be as ubiquitous as the smart phone and we will all, marketers included, wonder what we did without it.

4. Getting Ready for Tomorrow

Connect Cultivate Convert

All these technologies, and others, are on their way, but brands will only be able to take advantage of them if they are ready. That means getting their marketing ecosystem, which is now predominantly digital, wired up and operating.  This is not quite as easy as it sounds, but has to be done. It starts with having a sophisticated consumer centric strategy built round the new dynamics of the digital consumer. All these fantastic new technologies are coming, but if brands haven’t done these basics, they won’t have a marketing ecosystem to connect them to.

Want to know more about IQ? Contact Us

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IQ Presents #IQgifts!

Kicking off #IQgifts

December is here with its wintry weather and all the colors and festivities the holidays bring, and here at IQ we’re kicking off #IQgifts! We’re celebrating creative intelligence by giving back! We want to give back to you, not only in helpful ways for your day-to-day work, but also ways to give back in your local community. We will be sharing original articles here and in our other social channels (TwitterFacebookTumblr, and LinkedIn). We’ll also be sharing articles and links from other sites that were gifts to us. So keep an eye out for the #IQgifts hashtag as we share things that keep our creative intelligence under wraps.

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IQ Spotlight: Marica Slaughter, Program Manager

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IQ Spotlight: Marica Slaughter, Program Manager

IQ Spotlight Marica Program Mgr

IQ is made up of a bunch of rockstars that make incredible work for our clients everyday. We want to give you a glimpse of what it’s like to work in IQ, so every other Friday we’re going to interview an IQ-er and let you get to know them better.

For the official record what is your name and what is your title here at IQ?
I’m Marica Slaughter, and I am the Program Manager at IQ.

Tell me about the moment you knew this was the direction you wanted to pursue professionally?

Throughout high school I would take advantage of every opportunity to draw, and I loved it. So I went to Georgia State and got my Bachelor’s in Fine Arts & Studio Arts with the hopes of one day being an animator. That was the dream. So I went to get my Master’s in Animation. After three straight nights of drawing characters all night I realized I really enjoyed the process of collaborating with voice over actors, after affects animator, the sound and editing guys much more than the drawing part.

What is your role in building the client/agency relationship?

As Program Manager I manage a portfolio of projects for an account including planning, organizing, financial and resource management.  My job is to be able to identify and manage cross-project dependencies on the account.  The account management team manages the relationship with the client, but collectively we work to ensure client goals are achievable and improve brand performance.

What is something you know now about your job that you wish you knew when you were starting out?

That’s a tough one. In your career path you try to make sure you are fully prepared for what’s to come, but I think lessons are learned as you’re ready to learn them, at least that’s been my experience. Though I would have liked to learn how to distance my personal investment in a project so professional critiques felt less personal earlier on.

What does “Creative Intelligence” mean to you?

For me “Creative Intelligence” is the ability of collaborative minds to leverage each others creativity to influence and create innovative ideas.

What is your social media platform of choice?

Facebook. I just got on it a year ago, so we’re still in the honeymoon phase. I try to balance out time away from it, but it just keeps sucking me right back in.

Now it’s time for the quick-fire questions. So, waffles or pancakes?

Pancakes.

Beach or pool?

Pool.

Unicorns or narwhals?

Unicorns.

Video games or board games?

Video games.

Tea or coffee?

Coffee.

So now you know a little bit more about Marica Slaughter!

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IQ Spotlight: Tricia Gillentine, Art Director

Why Designers Love Whitespace

SoDA Report – Volume 2, 2014

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Designers Love Whitespace

The logic behind why we heart it so.

IQ Designers Love Whitespace

We do. It’s true. Designers really do LOVE whitespace. And whitespace is one of the most useful, yet most overlooked, tools in designing for advertising. But we often receive client feedback saying, “there is just too much whitespace” or, “that’s too much room between elements.”

When we’re tasked with incorporating many messages into a single digital advertising element, it’s easy for our clients to feel pressured to fill whitespace. But the idea that whitespace is empty, unused space in the design of a web page is a misconception that needs to be remedied.

When considered correctly, whitespace is a useful design element — yes, design element. Even the parts of a web page without content help the user interpret any message on the page. Whitespace encompasses the space around content, as well as, margins, padding, line and letter spacing, and gutters.

So why do designers cling to this seemingly blank space? Because Whitespace impacts the user experience in four key ways:

Draw the eye to a specific point.

Using the simplicity of the page to emphasize a message will direct where the user should look. One of the most successful companies that uses simple, clean design to guide users through content is Google. In the article, The Beauty of Simplicity from Fast Company, author Linda Tischler explains how the complex tool is made to be simple by the use of whitespace.

Prioritize messages.

In the same way that whitespace draws a user’s eye a point on the page, it will also help prioritize messaging. When a user is forced to navigate through multiple types of content competing for their attention, the message has potential to be lost in the noise. Using whitespace as a design element will help to guide users on an intentional path of content consumption, directed subtly by a company’s website.

Increase readability.

For A List Apart, Mark Boulton wrote an informative article on the ability of whitespace to increase a user’s ability to read content on a page, based on the amount of space given to each letter and line of content. A slight reconsideration of the design, giving more space can make an entire page more legible without decreasing the amount of content.

Over the years, Google has also become a great example of whitespace being used to increase readability and scannability of heavy content. What used to be a crammed page has now given way to a more open, spacious page that allows users to scan the page quickly for the information most relevant to their search.

Position your brand.

Luxury brands utilize a lot of whitespace. Using whitespace immediately creates a new visual statement of elegance, putting the focus on product paired with a simple and direct message. Many high-end cosmetic and jewelry brands, such as Chanel or Marc Jacobs, use white space to create visual luxury.

Discover even more about whitespace with these resources that give more information on using whitespace as a design and user experience tool:

The Verge, Eluption, UX Myths, A List Apart, How Google Uses Whitespace, Smashing Magazine, Hack Design, and Fast Company.

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  • 11.14.14

7 Key Insights by Maurice Levy, Chairman & CEO of Publicis Groupe

Reposted from the Berlin School of Creative Leadership blog.

Maurice came to the Berlin School of Creative Leadership to speak about how big data, e-commerce, digital transformation and two billion new consumers will affect the creative industries. In picturing the communication landscape of tomorrow and the importance of re-thinking the intersections in a blurred world, he shared what he claims to be his personal formula.

1. The “Blurred World”
2. Speed
3. Digital Transformation
4. The Formula: IQ, EQ, TQ & BQ
5. Pioneering in Today’s World of Advertising
6. The Issue of Collaboration
7. How to Align People

1. The “Blurred World”
“We used to live in a world where we would categorize companies and industries, even people, in kind of formatted ways. This person is an engineer. That company operates in the automobile industry. These days everything is blurred: People are blurred. Companies are blurred. Even time is blurred. Think of a company like Amazon. What kind of a company is it? A bookseller? A retailer? A media outlet? The great thing about that is that we can now think about the intersections in a way that we never thought of before. Today you can be very creative and successful in redefining these blurred lines.”

2. Speed
“We are living in a time of speed. If you think about something today, and if you really believe you can do something different – you’d better do it bloody quick. You just have to move fast or somebody else will probably take your idea. Think about companies like Facebook. At the same time, existing companies are struggling to keep up. Even if you have been very successful for a very long time – if you’re not taking the right decisions today, your company can get close to death by tomorrow. This is very much true if you think about tech firms and companies, but as our world continues to digitalize, it’s not only them anymore.”

3. Digital Transformation
“Remember the Internet bubble? In 2005, we were basically in dead seats, no one was investing in digital anymore and yet – you could see the change happening. I’ve heavily invested since 2006, because I did observe the people in the streets. How they were using their mobile phones, how they were shopping online. And I knew things were about to happen that would impact our industry in a game-changer kind of way. Anyone remembers Sony’s Walkman? Why haven’t they invented the i-pod? They were on the wrong technology path, basically.”

4. The Formula: IQ, EQ, TQ & BQ
“How can you be a pioneer in today’s world of advertising? In advertising we can change the way people see the world. If we manage to engage with them emotionally, we infect their brain. But what we need today is not only smart ideas that connect brain and emotional intelligence. We need these four: IQ, EQ, TQ – which refers to technology quotient – and BQ…be bloody quick.”

5. Pioneering in Today’s World of Advertising
“In advertising, we are supposed to be at the forefront of everything that is new. We are supposed to be the Avant-garde, to take risks – but we also have a high responsibility towards the client. There is some paradox in that. We cannot predict exactly how people will react to something. We have to accept that there is no secure recipe for success or total control. People are analog, not digital. But no matter what you do, if you believe in what you’re doing, stick to it, fight skepticism, and at the same time, be cautious about what you’re doing – at least make sure that your idea would cause no harm.”

6. The Issue of Collaboration
“We don’t live in a world of manufacturers anymore, in which companies used to design, develop, produce and distribute their products under the same roof. We all have to go for collaboration. Big data is a big issue and the new markets of China, India and Africa – just imagine the scale of two billion new consumers. We’ve started early to collaborate with Google, Facebook, Twitter, with different start-ups and media outlets. I believe this trend of collaboration will increasingly play a big role in the world of tomorrow, and the way in which we will manage business effectively.”

7. How to Align People
“A pioneer is not a group of people. A group of people can be pioneering in what they do, but there is always the one who is leading the way. It’s crucial to align people. Stay curious. Observe. Accept. Be flexible and alert. Make sure you give a few directions that everyone understands. No one has a better idea than everyone together. Don’t refuse to learn from somebody else, that’s just arrogance. I hate complacency; and I always like to think that the greatest success is yet to happen. If your team has the same spirit as you, you’re heading in the right direction.”

 
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The SoDA Report – Volume 2, 2014

SoDA Report Volume 2 2014

As the founder and board chair of SoDA, the digital society, I’m happy to say it’s time again for the SoDA Report. It is now perhaps the most read digital trends report in the world, clocking almost 300,000 views from our last issue. You can see it here on a responsive site or as a Slideshare.

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IQ Spotlight: Tricia Gillentine, Art Director

IQ-er Spotlight: Tricia Gillentine

IQ is made up of a bunch of rockstars that make incredible work for our clients everyday. We want to give you a glimpse of what it’s like to work in IQ, so every other Friday we’re going to interview an IQ-er and let you get to know them better.

Alright, let’s get this started. For the super-official record what is your name, and what is your title here at IQ?

My name is Tricia Gillentine, and I am an Art Director here at IQ.

Tell me about the moment you knew this was the direction you wanted to pursue professionally?

I knew what I wanted to be before I knew the name for it. I knew that I wanted to do creative work. But it wasn’t until I was about to graduate from college that I realized what an Art Director actually was… I found a magazine called CMYK and discovered one of the portfolio schools here in Atlanta. So I moved to Atlanta to go to Creative Circus and now, several steps later in my career adventure, here I am.

What brings you the most joy in your day-to-day work here at IQ?

My Co-workers. Is that cheesy? I love just feeding off the energy here. Although, I have to say though I enjoy, but am also completely weirded out by the wildlife here. There have been two snake encounters, a vulture that just hangs out on our porch all day, and at least one lizard rescue.

What do you enjoy most about working with a new client?

I love the new design challenges it brings. It often sparks new ideas and teaches me about industries that otherwise wouldn’t know anything about.

What is your favorite current design trend?

I’m really loving the movement back to hand-type.

What does “Creative Intelligence” mean to you?

I think it means making work that people will stop and look at because it’s beautiful, but then they’ll have that “A-ha!” moment while looking at it, like “oh, that was really smart” or “oh yeah, that totally makes sense.” Brains and beauty.

Now it’s time for the quick-fire questions. I’m going to ask you a series of either-or questions and you give me your first response. First one: Apple or Android?

Apple.

Unicorn or Narwhal?

Oh gosh, that’s a really tough one! Hmm. Narwhal, for sure. They’re like the unicorns of the sea!

Coca-Cola or Pepsi?

Neither. I don’t participate in carbonation, actually.

Pen or pencil?

Pen. Always. Especially the really inky ones, they’re the best.

Would you rather go see live theatre or a live concert?

Theatre play!

So now you know a little bit more about Tricia Gillentine!

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