Sage Advice, LLC

Paul Sage's Marketing Work and Observations

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MARKETING COMMUNICATIONS LEADER skilled at planning, creating, implementing and measuring communications in consumer and business markets. Industry experience includes telecom, banking, utilities, business services, building materials and healthcare. Key Capabilities • Fractional Marketing Director • Marketing Communications Project Management • Marketing Research and Communications Measurement • Agency and Vendor Selection, Direction and Evaluation; Vendor Contract Optimization and Cost Reduction • Writing: Brand Definitions, Creative Briefs, Proposals, Online and Offline Content • Coaching and Training

I miss Hal Riney this time of year

December 16, 2012

This 60-second holiday TV spot from JP Morgan Chase is beautiful.

https://www.youtube.com/watch?v=PLCWmKfi1Vw

All it’s missing is the voice of the late, great Hal Riney.
Decompartmentalizing Digital

December 13, 2012

http://www.digiday.com/agencies/time-to-retire-the-digital-jedi/
Digital media have lost their mystery, and that’s a good thing. I thought it quaint that Sterling Cooper, the 1960s agency on “Mad Men,” appointed a man as “Head of Television.” Someday soon we’ll look back and wonder why we needed a subcategory called “digital marketing.”
Co-promotions make strange bedfellows

December 10, 2012

Neiman Marcus and Target? Denny’s and “The Hobbit” movie? And here in my hunting-crazy state, a local jeweler and Benelli shotguns. We’re seeing brands paired up that don’t seem to go together at first blush, but maybe that’s the point. Maybe this is a way to stretch the public perception of a brand by knocking down old mental fences and letting new associations develop.
I love Helvetica

December 7, 2012

There are typefaces, and then there’s Helvetica. The only font I know that was worthy of its own documentary. Helvetica clarifies, simplifies, keeps chaos less chaotic.
So-Called “Emerald” is Pantone’s 2013 Color of the Year

December 7, 2012

Color #17-5641 is the Color of the Year, according to the commercial epicenter of all things colorful, Pantone. Does what Pantone calls “Emerald” look like Emerald to you? See for yourself:

http://www.fibre2fashion.com/news/fashion-news/newsdetails.aspx?news_id=118773