Creative Spotlight: Vineyards at Blue Point

 

One of our newest clients at PACE is Vineyards at Blue Point, a new active-adult community on Long Island from award-winning developer Ornstein-Leyton Company. We’ve been working with our partners at Vineyards to create a full marketing campaign, from logo development to signage, print and online banner ads, a website and more.

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Logo for Vineyards at Blue Point, created by PACE

We were excited to recently launch our first ad for this exceptional new community. This initial ad, below, is the first in a campaign that imagines, from the perspective of a 55+ homebuyer, how good life will be “someday” when she or he finds the perfect active-adult community:

Vineyards at Blue Point_PACE Ad_May 2015

 

Even more than being excited about launching the first ad, we were thrilled to learn about the response. Our client reported having over 103 new visitors at the community’s sales office from Friday through Sunday following the ad’s run, with 60 of them claiming direct response from the ad. According to our client, the ad was very well received, with people commenting that they liked it because it “was different from other builders’ typical ads.”

PACE_bedifferent-300x227That’s music to our ears – and exactly what we always strive to hear. As an agency, our philosophy is that “Clients don’t look alike. And neither should their ads.” We always search for a project’s defining essence – the bedrock principle, the distinguishing vision – that differentiates it, drives its activities, and provides the basis for a unique brand and selling proposition. As a result, every client’s ad should be uniquely identifiable and distinguishable from any and all competitors.

But even more important, our ads have to work. Our goal is to develop targeted campaigns and creative solutions that match client objectives and drive measurable results – and we’ve had a lot of success doing just that. This latest ad from Vineyards at Blue Point is just one example. We’d love to show you more.

As “Mad Men” Ends, a Final Flashback… and Some Interesting Flash Forwards

PACE_MadMen CastGoodbye, Don… goodbye, Peggy! This weekend marks the series finale of “Mad Men.” As we flash back one last time to advertising’s golden age, Advertising Age asked some current ad leaders (including WPP CEO Martin Sorrell) what the industry will look like in 2025. From the humorous to the unexpected, their responses are all very interesting speculations and projections about where the ad industry is heading. Click here to read the full article. Below, we share our WPP CEO Martin Sorrell’s predictions:

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In 2025 the (fabulously entertaining) world described by ‘Mad Men’ will probably seem even more remote, anachronistic and misogynistic. We’ll no longer define ‘creativity’ in the limited sense of just art and copy, and technology, data and content will be so much a part of what we do that the word ‘digital’ will seem hopelessly quaint and narrow. We will be far more global in outlook (Mars, the moon?) and less Anglo-American, and there will be far more Peggy Olsons running agencies (along with people from more diverse backgrounds generally). By then, I also believe that chief financial officers and chief procurement officers will agree that marketing is an investment, not a cost.”

Creative Spotlight: 1 Pierrepont Plaza

PACE_CM_One_Pierrepont_Plaza_logoWe were excited to see the news recently that Hillary Clinton’s team signed a lease for two floors of office space at 1 Pierrepont Plaza in Brooklyn Heights, to be used for her presidential campaign. And this is not a political statement. For selfish reasons, we’re pleased that they picked 1 Pierrepont Plaza, since it was our Cara Martin team that designed and created the building’s website, brochure and other marketing collateral!

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In reporting this story, several major news outlets and websites including CNN, Newsday and others noted with interest that 1 Pierrepont bills itself as “Modern Offices. Brooklyn Cool.”  We’re pleased to take credit for that description – because that’s the tagline we developed for Forest City Ratner for this project! Did our marketing material influence Hillary’s decision to choose the building for her offices? We can’t say for sure… but we’d like to think it played a part…

Here are a few shots of some of the work we created for 1 Pierrepont Plaza:

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Homepage for One Pierrepont Plaza website
PACE_CaraMartin_1 Pierrepont_digital flyer_mobile
Digital flyer for One Pierrepont Plaza
PACE_CaraMartin_1 Pierrepont brochure_2
Brochure for One Pierrepont Plaza
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One Pierrepont Plaza Brochure, opened

 

We’re looking for a Creative Director…

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It’s good to grow. And right now at PACE, we’re on a good forward track. Exciting things are happening at the agency and, consequently, we need some fresh blood!

PACE_Creative-DirectorRight now, we’re looking for a Creative Director to join our team at PACE Advertising and Cara Martin in NYC. In case you don’t know us, we’re a boutique advertising/ branding agency located in Manhattan. Founded in 1949, we’re part of the WPP family, the world’s largest communications organization. We specialize in residential and commercial real estate marketing, and also serve other sectors including hospitals and healthcare, hospitality, education, and non-profit organizations.

Following is our laundry list of what we’re looking for in someone to fill this new position. If it sounds like a lot, it is – and you’ll be challenged. But you’ll also have a lot of fun, working with a great team and some terrific clients, with the opportunity to put your creative stamp on our agency and add to our award-winning work. If you have an impressive portfolio demonstrating extensive experience in digital and traditional design, we’d like to hear from you. Please email resumes with “Creative Director” in subject line to info@paceadvertising.com.

Primary Responsibilities:

  • Ensure that our creative output remains leading edge, inspiring, and the envy of our peers – and that our creative work is of the highest quality, maintaining consistently high standards for all members of the creative team
  • Deliver strategic solutions that help our clients attain their marketing and communications objectives
  • Assume lead for all key client digital initiatives including website development, design of web banner ads, emails, and other digital marketing
  • Collaborate and contribute to creative process as a leader of the creative team, and as a member of the account team
  • Lead and inspire our small art department to ensure excellence in creative execution and strategic thinking
  • Present cohesive and persuasive rationales for campaign approaches
  • Ensure that creative function operates in an efficient and profitable manner
  • Set expectations and standards for creative team attitude, behavior, teamwork, and professional development
  • Study competitive environment and assess where agency’s work stands against competition; strive to develop work that is award winning
  • Assure that timely and informative communication takes place among creative team, account teams and client
  • Contribute to strategic and creative development of agency’s marketing and branding efforts for new business development
  • Participate in new business pitches and client creative presentations
  • Ensure self and staff development in web-based and internet marketing capabilities
  • Real Estate advertising background a plus, but not required

Professional Background and Experience:

  • Four-year degree in design, fine arts, or communication
  • 5+ years experience in creative environment with increasing level of responsibility
  • Strong portfolio demonstrating diverse experience in digital marketing design and execution including website design and development, design of web banner ads, emails, and other digital initiatives
  • Working knowledge of Adobe Creative Suite, HTNL5/PHP, CSS Code and other web experience including WordPress platform
  • Demonstrated talent for high-caliber creative concepting
  • Willingness to develop thorough understanding of our clients and their business/industry

Personal Attributes

  • Strong leadership, problem solving, and decision-making skills
  • Excellent written, oral, and interpersonal communication skills
  • Ability to work well with and motivate others
  • Ability to present ideas in convincing and articulated manner
  • Highly self-motivated, self-directed, and attention to detail
  • Ability to effectively prioritize and execute tasks in a high-pressure environment

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