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The Ad Agency Bloodline

Here's Where the Magic Happens.

Every great creative team has them. The folks who generate engaging content that keeps customers coming back for more - and the folks who make sure the content (and the rest of the site) is delivered on time, under budget. Often the unsung heros of the creative world, content and delivery talent are critical to the success of any online project. Here are the most common roles we fulfill:

  • Copywriter
  • Copywriters are like those memorable people you meet at dinner parties: gregarious, funny, intelligent, and able to blurt out interesting factoids without looking down at a web-enabled device. They create ads, sell sheets, direct mail, presentations, brochures, and so much more. Many copywriters also have project management skills. Bonus!
    • Proven strength contributing to the creative process and providing strategic solutions
    • Experience taking ideas and solutions from concept to implementation in a way that motivates readers to fall in love with a brand, product or idea
    • Conceptual mind able to collaborate with marketing teams, creative teams and clients
    • Ability to translate creative brand strategies into engaging and meaningful copy
  • I need this talent! Call me, pronto.
  • Information Architect
  • You organize and label critical aspects of a site to make sure it's dead simple for visitors to find what they need in the most intuitive manner possible. Because you know how difficult it is to give people what they want if they can't find it. Some call you a digital librarian. We call you flat-out awesome.
    • Determine overall hierarchy of information based on end user needs
    • Classify content flow based on user research (When you see a lot of grey boxes in lieu of true content or visuals, that's the work of an IA!)
    • Create wireframes to outline flow of site information
    • Develop content taxonomy (AKA labeling navigation bars)
    • Ability to create spreadsheets and PDFS in Visio, OmniGraffle and Adobe Illustrator
  • I need this talent! Call me, pronto.
  • Interactive Account Manager
  • Interactive Account Managers are like the United Nations of the interactive world. Part translator and part diplomat, they work directly with clients to set expectations and gather requirements - then work directly with interactive teams to make sure everyone's on the same page. In doing so, they walk the fine line between what's possible and what's absolutely necessary to keep everyone in a state of bliss along the way.
    • Familiarity with technologies such as HTML5, CSS and Flash
    • Expert at conflict resolution and negotiation, with strong written and oral communication skills
    • Work closely with all agency department staff to develop and implement project strategies
    • Retain, grow and develop accounts through daily interactions with clients
    • Deliverables include full sites, microsites, online advertising, social media initiatives, mobile apps, and more
    • Adept at anticipating problems and recognizing opportunities
    • Manage resources to ensure that projects stay on-time and under/on-budget
  • I need this talent! Call me, pronto.
  • Interactive Copywriter
  • You are a rare breed. In addition to being intelligent, funny and modest, you understand the intricacies of wordsmithing for the online world. You know how to craft something as simple as a killer tagline or as complex as an entire blog's worth of content.
    • Contribute to the creative process and provide strategic solutions
    • Translate creative brand strategies into engaging and meaningful copy
    • Take ideas and solutions from concept to implementation in a way that motivates readers to consider the brand, product or idea
    • Write for multiple media channels, including websites, widgets, emails, banner campaigns, user interfaces, style guides, print and presentation collateral
    • Collaborate with design team to provide content that brings visual elements to life
  • I need this talent! Call me, pronto.
  • Interactive Project Manager
  • You are the baking powder for the interactive cake. Without you, the project just won’t rise. You coordinate the details of design, content and development by working directly with clients and resources to ensure on-time, under-budget delivery.
    • Provide input on staffing needs for each project
    • Scope, define and manage online projects from concept to launch
    • Translate marketing strategies into engaging online experiences
    • Familiarity with technologies such as HTML5, CSS and Flash
    • Make sure projects stay on-time and under/on-budget
    • Deliverables include full sites, microsites, online advertising, social media initiatives, mobile apps, and more
    • Ensure the quality and completion of all project deliverables
  • I need this talent! Call me, pronto.
  • Mobile Marketers
  • Mobile Marketers take the best practices of marketing and apply them to the dizzying array of ever-evolving mobile platforms. They stay on the cutting edge of advertising and content opportunities across the smartphone and tablet marketplace - without getting cut.
    • Develop best-in-class SMS programs for a company's products and services
    • Communicate with customers on their preferred mobile channels
    • Make the catchphrase 'There's an App for That' your mantra
    • Create mobile marketing plans, including targeting, segmentation and associated communication strategies
    • Coordinate all of these activities with online and offline marketing, other business units, customer service, business intelligence, and IT to ensure effective delivery and implementation
  • I need this talent! Call me, pronto.
  • Online Marketing Manager
  • Basically, Online Marketing Managers get s**t done. Through careful coordination with other departments such as sales, technical support and creative services, these superhuman creatures plan, execute and manage online marketing strategies that maximize your company's return on investment - and shine a major spotlight on your products or services across multiple platforms.
    • Deep understanding and love for all things related to SEO, SEM and social media
    • Knowledge of web analytics tools (e.g., Omniture, Coremetrics, Google Analytics) and a knack for turning numbers into valuable insights
    • Fluency in lead generation, loyalty programs and email marketing as a tool for acquisition and retention
    • Live and breathe the web, and possess in-depth knowledge of the following user experience essentials: onsite search, navigation, calls to action, and engaging content
    • Excellent project and time management skills, verbal and written communication skills, and business savvy
  • I need this talent! Call me, pronto.
  • Print Project Manager
  • Like bobcat kittens, print projects can get into all sorts of trouble if you let them try to manage themselves. Which is why you need a print project manager to help nurture and foster the development of printed projects and their elements on a daily (if not hourly) basis. Otherwise, you know who is going to be stuck cleaning up the mess, right?
    • Experience working under tight deadlines and budgets
    • Thorough understanding of corporate/brand guidelines
    • Extensive background managing print campaigns from start to completion
    • Strong attention to detail to ensure continuity and accuracy of art and layout
    • Ability to ensure continuity and timely routing of projects
  • I need this talent! Call me, pronto.
  • Proofreader
  • They read the newspaper every morning with a cup of coffee in one hand and a red pen in the other. Typos are their nemeses. Design projects need these super word avengers to clean up every errant comma, misused colon, and dangling participle in town. A proofreader’s bionic eye knows no bounds: web pages, printouts, PDFs, PowerPoint presentations... whatever creative collateral comes their way, consider it handled!
    • Knowledge of proofreading marks and ability to create concise electronic mark-ups either in Adobe Acrobat Pro, RealTimeProof, or other similar software
    • Ability to follow internal branding and style guidelines to the letter
    • Extensive understanding of Chicago Manual of Style and/or Associated Press style guidelines (plus AMA style guidelines, if needed)
    • Experience proofreading for document layout (widows, fonts, spacing)
    • Professional copy editing and proofreading experience
  • I need this talent! Call me, pronto.
  • Search Engine Marketer
  • Search Engine Marketers improve visitation to your site through the development of short, text-driven ads on major search engines. Not only do they have a knack for coming up with catchy content in tight spaces (and on a tight budget), they're organized and analytical enough to know what works and what doesn't when it comes to optimizing click and purchase performance.
    • Expert understanding of conversion rate optimization
    • Develop and manage SEO strategy while providing copy and other content
    • Lead link building and directory submittal
    • Conceptualize and implement impactful pay-per-click campaigns
    • Lead social media strategy with expertise in content strategy and implementation
    • Hands-on experience with web analytics tools and reports
  • I need this talent! Call me, pronto.
  • SEO Specialist
  • SEO Specialists are the ninjas of website search optimization. By keeping up with the latest search engine algorithms and optimal content structures within those algorithms, they're able to maintain the best position for your website under a given set of terms.
    • Expert-level business/creative, SEO-rich writing skills
    • Develop and manage keyword strategies, research and implementation
    • Strong knowledge of web analytics
    • Technical knowledge of onsite and offsite SEO strategies
    • Understanding of trending with the ability to analyze and adjust content accordingly
  • I need this talent! Call me, pronto.
  • Social Media Marketers
  • These social butterflies know that social networking is more than a buzzword. Adept at developing short and engaging content, Social Media Marketers are experts at engaging and building communities around your products or services on Facebook, Twitter, LinkedIn, Digg, YouTube, Yelp, Foursquare, you get the picture.
    • Think strategically and understand the long-term impact of social media programs while remaining able to execute on the spot
    • Ensure customer service excellence by actively participating in the online conversation and addressing contrary opinions with grace and tact
    • Extensive social media engagement experience through personal social networks (i.e., 500+ engaged connections)
    • Strategize with and educate management teams to incorporate relevant social media techniques into the corporate culture, along with products and services
    • Use monitoring tools to measure the impact of social media on the brand and website traffic
  • I need this talent! Call me, pronto.
  • Web Analyst
  • A Web Analyst is your guru when it comes to understanding the performance of your online efforts. They leverage tools like ClickTracks, Omniture, WebTrends, and Google Analytics, and create dashboards to deliver key insights for performance improvement. Bonus: They can explain this stuff to you like you're a six-year-old.
    • Manage and/or implement web analytics tracking tools
    • Develop and deliver regular reports that provide actionable insights and recommendations to key stakeholders
    • Strong blend of analytical, technical and business skills with the ability to understand and articulate the online business quickly
    • Create and manage dashboard and analytics reporting processes
    • Strong analytical mind with expertise in qualitative and quantitative market research methodologies
  • I need this talent! Call me, pronto.
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