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Lena K
Lena K
  • Female
  • Baltimore, MD
  • United States
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Lena K's Friends

  • Adwomen
  • EmmaNice
  • Bill Sellers
  • E Milley
  • Dieter Vanhoof
  • Chanstay - Copywriting Wizard
  • MANSUY Antoine
  • Thom Dinsdale
  • Trent Rentsch
  • Warren Rifkind
  • William FitzGerald
  • Sunil Shibad
  • Buddy 'Friendly' Wachenheimer
  • Abdol Rahim Mirza

Lena K's Discussions

echo boom generation Y
5 Replies

Started this discussion. Last reply by Lena K Sep 16, 2008.

Ego and It's Link to Advertising
12 Replies

Started this discussion. Last reply by Bill Sellers Sep 10, 2008.

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Latest Activity

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Lena K replied to Steve McNamara's discussion 'Quick. Name one creative - and proven - way to get new clients.' in the group Creative Directors Club
Steve, I believe its fear of stepping away from what has worked in the past. My personal approach to landing new clientele is give them just enough of a teaser to spark their interests. Compile a few PDF samples of their brand manifested, or the…
Jun 10, 2009

Profile Information

Personal Site/Blog
http://www.lgkcreative.com
Interests
Culture - Creative Freedom - Sustainable Design - Love - visit my blog lgkcreative.blogspot.com
About Me
Forever Searching...
Areas of Expertise
Creating for the next generation. Breaking through human emotion. Design - Print & Interactive - Photography - Copy
Current Company
LGK Creative Group, LLC
Position
Principal - Creative Director
Position Responsibilities
Everything.
Industry
Advertising & Design
Company Description
LGK represents change - Change in advertising practices that actually benefit our environment and humanity. The old-school ad agency has been pushed aside by new, enlightened practices. We are business minded creatives that work hand in hand with our clients' as partners sharing the same mission. The mission is to develop honesty, originality and good cause. We believe that there needs to be truth in all advertising... or it just doesn't sell!
Company Website
http://www.lgkcreative.com
Work History
LGK Creative Group, LLC
Principal - Creative Director
What Services Can You Offer Adgabber Members?
Consumer trends - Industry insight - Best practices in advertising
What Services Are You Looking For From AdGabber Members?
Variety in opinion and technique.

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Comment Wall (11 comments)

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At 1:15pm on October 28, 2008, William FitzGeraldWilliam FitzGerald said…
Hope to see more on the LGK side!
At 11:35am on October 28, 2008, AdwomenAdwomen said…
WWW.ADWOMEN.ORG


We love analyze advertising made by and for women, because women are the main target of more and more products and they are growing in advertising sector as creatives.

So we (girls and boys) have created a blog to talk about that. We would like to share views from all the areas of the world to know the different situations. Also, we would like to know ads made by or for women around this multi-cultural planet.

We would like to inspire you with some ideas and also be inspired by your ideas. Inspire and be inspired. That's wonderful!

We hope you participe! And enjoy it!


WWW.ADWOMEN.ORG


Please, let it know to people that could be interested in it. Thank you.
At 2:49am on October 28, 2008, William FitzGeraldWilliam FitzGerald said…
thx for the link to the book, helps me feel less alone in the pain of client creative battle for the magic word "YES".

oh btw, mad props for the sustainability venture, I as well am pushing and creating with that in mind!
At 4:37pm on September 9, 2008, E MilleyE Milley said…
This is tremendously helpful- great place to start anyway! stay connected.
At 12:13pm on September 9, 2008, E MilleyE Milley said…
Well maybe you can help me learn how to get into sustainable advertising- any books you can suggest or blogs I can read, or insight you can provide. I am all about sustainability.
At 6:46pm on September 2, 2008, Lena KLena K said…
I will certainly join in on the IAPIA forum. My rants need to be posted somewhere!

Who knows, this could be the start of a new Americano Advertising Jihad. If it hasnt already started.
At 5:56pm on September 2, 2008, Harry WebberHarry Webber said…
Excellent Post on the "Future of Advertising." I hope you can find the time to join in our effort to change the "cluster fuck" to something more meaningful and engaging, but as yet undefined. Please visit us at the Institute For Advanced Practices In Advertising and if it interests you, participate. Your passion and point of view would be a much valued asset.
At 12:36pm on September 2, 2008, Thom DinsdaleThom Dinsdale said…
Thanks!

I really enjoyed your comment on the "future of advertising" thread in the forum.

I think you're right when you say people dont want to be sold to. Families dont crowd around the television any more, soaking up advertising like proverbial sponges. Consumers have much more complex emotional needs and want to engage with brands on their terms.

It seems odd however, that rather than taking the audience switching off to advertising as a sign that they want something different, so much marketing just seems to be shouting louder and more pervaisivly.

Anyway, thanks again for that thorough reply, it was very insightful. :)

Thom
At 10:33am on September 2, 2008, Lena KLena K said…
Hi Thom,

I get asked that question often. When it comes to choosing a method of getting their advertising needs met, I try to inform my clients about what kind of impact printing has on our environment and our budgets. I try to educate my clients on the latest recources being used in pinting, such as:

Reduce resource use through the design process by asking...

Is printing the best tool possible?

Can we make it do more than one thing and fulfill more than one purpose—a pocket folder and a brochure, a brochure and a poster, a brochure and an envelope?

Is it of recycled content and recyclable?

Are we influencing the chain of production and requesting biodegradable glue, binding and other elements in the printing/production chain?

Are we looking at the big picture and are we balancing long shelf life with biodegradable, meaning, we might make an item with glue that is not biodegradable, but will it hold up longer on the shelf, thus, reducing the number of reruns in the future?

Can our design have more than one life? For example, can a long-lasting binder go on to be used for other projects in the future instead of contributing to the landfill?

Other Sustainable Design Tips

Think about the whole package in its entirety when reducing waste: A self-mailer brochure with an insert to be detached means one piece of paper instead of many.

Gone are the days of superfluous white space: Design that is beautiful from the inside out means making good use of the space you have. Pages of blank sheets at the beginning and end of annual reports, booklets, etc., unless they have a purpose, are a waste.


Also gone are "like water" brochures: Sending out mass mailings as numerous as Victoria's Secret catalogs is not a good strategiy. Target and connect with your audiences in a meaningful and qualitative way, not quantitative.


Stay on top of current trends in printing and production: They are constantly changing.


Look at vendors and their impact on the big picture: wind power, VOC emissions, recycling and reduction of make-ready. Work with them to learn together what you can do to make less impact on the environment.


Work with vendors to reduce waste: Use trim space for additional products, or adjust sizing of projects to reduce trim.


Reduce your shipping impact on the enviroment: Use locally produced paper and printers close to the end delivery location.


Don't forget about the prepress impact: Working with a printer that uses a synched and calibrated monitor for prepress review reduces the need for overnight and shipping of color proofs. While this option isn't available for everyone, it is in the works and for large corporations with long-term printer relationships, a great option that reduces project work time as well.


Be innovative when it comes to Reduce, Reuse and Recycle: Reuse can be ingenius. For example, menus or notebooks can be made from old books when bindings have been removed, most inner pages have been removed and replaced with recycled-content sketch pad paper, and new bindings are made with wire binding. Taking items with former lives and reinventing them can be unique and charming, and environmentally responsible.

Certainly the web is the best tool possible these days to meet most advertising objectives. People are gearing toward online marketing and this medium will get heavier and heavier as we move along. I dont think print will ever die off. It will just reinvent itself over and over again by becoming more earth friendly.
At 3:37am on September 2, 2008, Thom DinsdaleThom Dinsdale said…
Hey there. How are you doing?

On your company's website, when you say "sustainable advertising" what does that mean for you in real terms? I'm just interested. :)
 
 
 


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