“Traditional advertising tends to annoy people, and this makes the argument
that you have to add value to people’s lives rather than bombard them with a pitch and a hard sell, especially in a world of so much noisy content.”
A former chief executive of the creative agency Droga5, Mr. Essex helped introduce the award to encourage marketing
that does not interrupt television programs or internet browsing and “that can attract an audience rather than repel an audience,” he said.
He is the chief creative officer of CAA Marketing, a division of Creative Artists Agency, not the chief creative officer at the Creative Arts Agency.
Crew; Joanna Coles, the chief content officer at Hearst;
and Jae Goodman, the chief creative officer of CAA Marketing, a division of Creative Artists Agency.
“The idea of being misled by marketers or tricked into choosing one brand over another comes up in this conversation a lot,
and for what it’s worth, I think it’s a little bit unfair as long as the brand is straightforward about its role in the creation and distribution of the content,” Mr. Goodman said.
The Ad Feels a Bit Like Oscar Bait, but It’s Trying to Sell You an iPhone -
Carrie Brownstein, the actress known for the series “Portlandia,” wrote and directed a short film last fall
that pokes fun at the exaggerated comments people post under pictures of celebrities on social media, showing what would happen if reverential remarks like “Mom” or “marry me” played out in the real world.
Rather than deliver a product pitch, this genre is focused on “telling stories
that make people feel warmly about the brand,” said Andrew Essex, the chief executive of Tribeca Enterprises.
