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Made with Love: The Making of a Delicious Ad

If you haven’t noticed, we do a lot of advertising for dental practices. We constantly fight against the boring while still pulling on the heartstrings and communicating our client’s value proposition. Our latest challenge was a campaign for a pediatric dental office; so our imaginations went wild. We wanted to reach Hispanic parents by acknowledging their love for their kids and pledging that our dental office joined in those same efforts of keeping them happy and healthy. The design process wasn’t only wildly fun, but became an adorable and delicious ad that stood out from the crowd.   First, we bought a bunch of food. Then Emma got to work, transforming fruits and veggies into a mom-worthy lunchbox creation.  Lettuce and raisins became seaweed, blue jello transformed into a turbulent sea for a mandarin orange boat and carrot slices graced a cheese sandwich as fish scales.   After everything was just …

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4 Ways to Better Understand and Appreciate your Agency’s Creative Team

You may not often see your agency’s creative team. An account executive with business and marketing expertise is the face of the agency, helping you through budgets, strategy and results. But what you may not consider is the fact that your account executive takes all those carefully typed notes back to writers and designers. You may have all kinds of ideas regarding promotions, events and campaigns, but no matter how clever or unprecedented, these ideas can’t go out to meet the world on their own two feet. They have to be carefully packaged. This packaging takes time. It also takes expertise and a knowledge of basic design rules. Enter the creative team. When creative material is presented to you, as the client, it should always be accompanied by an explanation. When this explanation comes, there are a few steps you can take to more fully understand the creative team: Listen. …

Strategy

The UMG Story Part 2: Strategy

To read part 1 of our story, click here.   When we started the company, our agency space consisted of a 12″x18″ dry erase board, markers and more ideas than we could fit on that small board. We would list our target clients on our board as a reminder of who our big catches were. Because of that list, we would spend hours talking about how they made advertising decisions and how we could become a part of that process. Initially, a lot of the projects we would get were small design projects. In fact, our first client was a business plan we wrote for a small jewelry store. After that, our first creative project came in the form of a $600 website complete with a one-hour photo shoot. Strategy First As our client base grew in size and scope, so did our capabilities. After our first year, we landed …

Creative

The UMG Story Part 1: An Idea

Everyone has a story to tell. It’s part of what makes us unique. Our personal backgrounds shape the way we are and how we live our lives. We learn from past mistakes, we fondly remember moments spent with loved ones, and we spend many hours looking back through old pictures and scrapbooks. As an agency, our story is no different. We love to tell our story every chance we get. We believe that where we came from is an integral part of who we are today, how we run our agency and what we want our agency to be in the future. UMG’s story is one built on family, entrepreneurship and a desire to enhance our culture. In 2009, my brother Ramón approached me with the idea of an advertising agency that specialized in helping brands reach the Hispanic consumer. The idea stemmed from our involvement with the SC Hispanic …