Tag: advertising

creative process

The Creative Process: From Brainstorm to Execution

The creative process is a mysterious journey. For many, it’s a delicate dance between inspiration and frustration, a constant ebb and flow that can lead to brilliance—or a horrified blank stare at your screen. What works for you may be something as simple as taking a long walk while listening to Steely Dan or even watching old ’90s toy commercials to spark a burst of inspiration. The truth is that the creative process is deeply personal.

What works for one person might not work for another, and what works for a graphic designer may differ wildly from what works for a copywriter or a videographer. Despite these differences, there are some common stages that many creatives go through to bring their ideas to life. Let’s dive into the creative process of three types of creatives: graphic designers, copywriters, and videographers.

Exploring the Creative Process:

Graphic Designers

For a graphic designer, the creative process often begins with a spark of inspiration and evolves into something visual. Here’s an example of how they might approach it:

  • The Spark: Inspiration hits—whether from a photo, color palette, or client brief. Something clicks, and the design journey begins.
  • Research & Moodboarding: The designer gathers ideas, trends, and images to shape the visual direction through moodboards.
  • Sketching & Drafting: Initial sketches and rough drafts lay the groundwork for the concept, moving closer to reality.
  • Refining the Design: Colors, shapes, and typography are fine-tuned, bringing the idea to life and adding cohesion.
  • Final Execution: The design is polished and aligned, with final tweaks and feedback before completion.

Copywriters

Copywriting might seem as simple as putting words on paper, but it’s more like folding 100 fitted sheets blindfolded while someone tases you. Okay, maybe not that extreme, but it’s definitely not easy. The writing process is a wild safari through the jungle of language and clarity. Here’s how a copywriter typically tackles a project:

  • Understanding the Brief: The copywriter sets the foundation of the piece by clarifying the message, target audience, and the proper tone.
  • Brainstorming & Outlining: The copywriter attempts to capture as many free-flowing, relevant ideas living in their brain as possible before organizing them into a structured outline that makes sense to others.
  • Drafting the Copy: The first draft is written imperfectly, aiming to clearly and effectively convey ideas and messages.
  • Editing & Refining: Unnecessary words (and sometimes jokes) are cut, and sentences are tightened for clarity and impact.
  • Final Review: The copy is tested for tone and readability. After final adjustments, it’s ready to be released into the wild—or perhaps just sent to the client.

Videographers

Videography combines creativity with technical skill. For videographers, the creative process often involves a lot of collaboration and technical problem-solving. Here’s their typical approach:

  • Concept Development: The videographer envisions the final product, playing it out in their head. Whether it’s a commercial or social media video, they can envision almost every detail.
  • Storyboarding & Planning: A storyboard or shot list is created, detailing sequences, angles, and timing to tell a compelling story. Generally, this is done on a tight deadline and can be extremely time- and energy-consuming.
  • Filming & Capturing Content: All the pieces come together for filming. Sometimes, this involves actors, and other times, just objects. The videographer captures footage over an extended period, often from multiple angles, waiting anywhere from minutes to hours between shot setups.
  • Editing & Post-Production: The footage is edited, unnecessary shots and superfluous material are removed, and sound effects, visual effects, music, and sometimes voiceovers are added to maximize impact.
  • Final Cut & Feedback: The final version is reviewed, adjusted based on feedback, and prepared for distribution.

Overall, the creative process is never a one-size-fits-all journey. Whether you’re a graphic designer, copywriter, or videographer, your approach will differ based on medium and your unique way of thinking. Yet, the beauty of creativity lies in its diversity—every individual’s process is a personal reflection of their artistry. Embrace the quirks, the chaos, and the inspiration because, in the end, it’s all part of bringing your ideas to life.

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

We are the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

niche marketing

The Psychology of Niche Marketing: Understanding Your Audience’s Needs

Niche marketing isn’t about casting a wide net and hoping for the best. It’s about focusing on a specific audience, speaking directly to their desires, and offering them solutions that matter. ON Advertising believes that effective niche marketing isn’t only about selling a product – it’s about building relationships, understanding needs, and connecting with people on a deeper level. Let’s break down why this works and how you can use these insights to craft a successful marketing strategy.

Niche Marketing Tips

Focus on Specific Desires

Successful niche marketing hinges on understanding the specific desires and pain points of your target audience. While broad marketing strategies try to appeal to everyone, niche marketing is all about pinpointing a well-defined group with unique needs. This means you have to do your research, get to know your audience like a new friend, and tailor your messaging to address what they want – not just what they passively want but what they really want. What keeps them up at night? What do they crave? 

Empathy and Connection

As we said, niche marketing is about connecting with your audience on an emotional level. At the heart of this connection is empathy. If you understand your audience’s struggles, dreams, and challenges, you can craft marketing messages that truly resonate. People want to feel heard, seen, and understood. When your marketing reflects this understanding, you build trust and loyalty. And trust? That’s the secret ingredient in successful marketing.

Identify Shared Values and Beliefs

Niche audiences often share core values and beliefs that shape their purchasing decisions. Whether it’s a passion for sustainability, a love for a specific hobby, or a strong political stance, these shared values create a sense of community. In niche marketing, aligning your brand with these values strengthens the emotional connection with your audience. When you demonstrate that your product or service aligns with what they care about, you reinforce that sense of belonging. And let’s be real – people want to feel like they’re part of something bigger than themselves.

Understanding Subcultures

Many niche markets are subcultures in their own right. They have their own language, norms, and trends. Think about the rise of veganism, the DIY movement, or even niche hobbies like birdwatching. These subcultures often have a distinct identity, and tapping into that can give your marketing an edge. And as ON Advertising always emphasizes, cross-cultural advertising is more important than ever. When you understand their nuances and speak their language, your marketing feels more authentic. It’s not just about targeting a demographic; it’s about joining a conversation that’s already happening.

Addressing Pain Points and Solving Problems

At its core, niche marketing is about solving specific problems for your audience. Whether it’s a product that simplifies their daily routine or a service that addresses a specific challenge, you must highlight how your offering improves their life. People are always searching for solutions to their pain points. If you can position your product as the answer they’ve been looking for, you’re golden. Be the hero to their problem – it’s the way to build a loyal following.

The Power of Identity

Lastly, niche marketing taps into a powerful psychological driver: identity. People love to identify with groups that reflect who they are. Whether it’s a specific lifestyle, belief system, or hobby, niche marketing often helps reinforce a person’s sense of belonging. By aligning your brand with that identity, you’re not just selling a product – you’re reinforcing the consumer’s place in the world. This feeling of belonging is a powerful motivator, making them more likely to buy and become a brand advocate.

Niche marketing is all about understanding the psychological drivers of your audience. By focusing on specific desires, empathizing with their needs, addressing their pain points, and aligning with their values, you can build a marketing strategy that resonates deeply with your audience. At ON Advertising, we understand the nuances of niche marketing, and we know how to craft messages that hit home. By tapping into the psychology behind niche marketing, you can turn your audience into loyal fans who feel understood, supported, and excited about your offering. 

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

We are the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

programmatic advertising

Programmatic: A Comprehensive Guide to Automated Advertising

Let’s be real – advertising is a lot like dating. You’ve got to find the right person, find the perfect moment to ask them out, and, of course, find the ideal setting for the actual date. But what if we told you there’s a smarter way with programmatic advertising? This tech-savvy matchmaker and futuristic solution does all the hard work while you sleep. Yes, you read that right. While you’re counting those sheep. 

What is Programmatic Advertising?

At its core, programmatic advertising uses automated technology to buy and place digital ads. Gone are the days of manual negotiations and endless email chains with ad sellers. With this type of advertising, it’s all about using algorithms and data to serve the right ad to the right person at the right time. Think of it as the “set it and forget it” of the advertising world — except it’s not just “forgotten,” it’s continuously optimizing.

How Programmatic Advertising Works

Programmatic advertising uses real-time data to make decisions about where and when to place ads. Imagine you’re an online shopper looking for Crocs (we’ve all been there, no judgment). As you browse, programmatic advertising kicks in, analyzing your behavior and serving an ad for a pair of Crocs just like the ones you were eyeing. It’s almost like the internet’s way of reading your mind — a tad creepy, but in a good way.

The process involves several players, like Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). The DSP buys ad space, while the SSP sells it. When you visit a website, the SSP opens up an auction, and the DSP places bids to display an ad to you. All of this happens in milliseconds. It’s like the world’s fastest game of “who gets the ad?”

Benefits of Programmatic Advertising

Programmatic advertising is popular because it saves time. That means no more spending hours negotiating rates or manually placing ads. It’s also incredibly efficient. Programmatic allows for hyper-targeted ads, meaning you’re not wasting your budget on random clicks from people who have no interest in your product.

And let’s not forget the power of data. With programmatic, you can track the effectiveness of your campaigns in real-time and make adjustments on the fly. It’s like having a GPS for your advertising journey — always recalculating to get you to the destination faster and more efficiently.

Programmatic Advertising Best Practices

Of course, just because programmatic advertising is powerful doesn’t mean it’s a free-for-all. Here are a few best practices to keep in mind:

  1. Target with Precision: Leverage data to understand your audience and their behaviors. The more you know, the better you can serve them relevant ads.
  2. Optimize your Creatives: Make sure your ads are not only eye-catching but also match the intent of your audience. The right ad at the right moment is what really makes programmatic shine.
  3. Monitor Performance: Just because programmatic is automated doesn’t mean you can forget about it. Track the results, and optimize as needed.

Challenges of Programmatic Advertising

Now, let’s talk about the elephant in the room: no system is perfect. One of the biggest challenges of programmatic advertising is ad fraud. Since transactions happen in real-time, there’s a chance that bots or fraudulent websites could trick the system into placing ads in low-quality spaces. But don’t worry; there are tools and solutions available to help detect and prevent fraud.

Another challenge is the complexity of the ecosystem. With so many platforms involved, it can be overwhelming for beginners. But once you get the hang of it, you’ll be running campaigns like a pro.

Programmatic vs. Traditional Advertising

So, how does programmatic stack up against traditional advertising? Traditional advertising is more like a one-size-fits-all approach. You buy ad space, run your ads, and hope for the best. With programmatic, you’re using data to fine-tune your approach, making it more targeted, flexible, and efficient. It’s the difference between throwing everything you have at the wall and using laser-scope precision. 

In the ever-evolving world of digital marketing, programmatic advertising stands out as a powerful, data-driven solution that offers efficiency, precision, and optimization. Sure, it’s a little more high-tech than traditional methods, but it’s also the future of advertising — and the future is now. So, next time you’re planning your ad campaign, consider letting programmatic take the reins. It’ll do all the heavy lifting, while you kick back and watch the results roll in. Happy advertising!

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

We are the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

interactive design

Interactive Design in Advertising: Captivating Your Target Audience

Let’s face it: we’ve all seen ads that make us roll our eyes and hit “skip.” However, ads sometimes can make you stop, smile, and perhaps even click. What’s the difference? Enter interactive design—the secret sauce that makes advertising fun, engaging, and, dare we say, memorable?

What is Interactive Design?

At its core, interactive design is about creating experiences that engage its audience with content. It’s not just a static image or a simple message; it’s a call to action that invites participation. Whether swiping, clicking, or dragging, interactive design creates an experience where the audience isn’t just a viewer—they’re a contributor.

The Benefits of Interactive Design

So why should advertisers care about interactive design? Simple. People love being involved! Allowing your audience to interact with your brand makes them more likely to remember it. Think about it—how often have you tried a quiz or personalized poll and shared the results? That’s interactive design at work, building a connection.

But it’s not just about engagement. This type of design leads to better brand recall, higher conversion rates, and even more social media shares. Plus, it allows for deeper insights into customer preferences. So, while your audience enjoys their experience, you’re gathering valuable data for future campaigns.

How Has Interactive Design Helped Shape Modern Advertising?

Gone are the days of passive advertising. Today’s consumers are more than just recipients of an ad—they’re co-creators of the experience. The rise of interactive design has fundamentally changed how brands connect with their audience. Think of the viral campaigns where you can design your own product, vote on what happens next in a story, or even test out a product virtually. This level of engagement didn’t exist in traditional ads.

Take, for example, Instagram stories or Facebook polls. These features let brands engage with their audience directly in real-time. And let’s not forget AR (augmented reality) ads that allow users to try on virtual clothes or makeup. Interactive design has genuinely leveled up the advertising game, making it more fun and engaging than ever before.

Interactive Design Across Different Platforms

What makes interactive design so powerful is its versatility. It can be tailored to each platform, whether on social media, websites, or mobile apps. On Instagram, polls and interactive stickers create a dialogue with followers. You might find a product configurator on a website that lets you customize your purchase. And let’s not overlook mobile apps with games, quizzes, or AR features that immerse users in branded experiences.

Each platform offers a different way to engage, but the goal remains to capture attention and create a connection. When done right, interactive design leaves a lasting impression.

Interactive design is revolutionizing the advertising world. It’s not just about promoting products—it’s about creating experiences that resonate with your audience. So, if you want to captivate your target audience and keep them returning for more, ensure your next campaign has a healthy dose of interactive design.

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

ON Advertising is the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

super bowl ads

The Best Super Bowl Ads of 2025: Our Top Picks

We’ve been watching Super Bowl commercials for years, and each year, we get to see how brands get creative, bold, and innovative in reaching their audience. The 2025 Super Bowl ads were no different, featuring a fantastic mix of humor, heart, and sheer oddity. From nostalgic parodies to thought-provoking campaigns, here’s a compiled list of what we think are the best ads of the season (in no particular order).

“Cowboy Head” by Mischief @ No Fixed Address

Tubi’s 60-second spot for their “If It’s In You, It’s In Here” campaign is definitely one of the most bizarre and memorable ads of the year. A boy born with a fleshy cowboy hat on his head faces social adversity in a world where everyone else sports a Gandalf-inspired wizard flesh hat head. The clever and weird narrative plays with the concept of shifting trends and the absurdity of internet culture, making it a perfect fit for a free streaming platform known for its unique offerings. It’s strange in the best way possible.

“These Legs: A Dove Big Game Film | #KeepHerConfident” by Ogilvy UK

Dove’s latest addition to their “Campaign for Real Beauty” tackles the issue of body positivity in a simple yet impactful way. The ad features a 3-year-old girl running joyfully down the street, oblivious to body image concerns that won’t affect her until years later. By showing how society’s expectations of beauty seep into our lives at a young age, this ad delivers a powerful message with minimal fuss. A standout in a sea of flashy Super Bowl ads.

“Dunkings 2: The Movie” by Artists Equity

This ad/sketch is all over the place, with a lot going on, including a Jay & Silent Bob cameo, Casey Affleck replacing Matt Damon, and a beef between two boy bands, one sponsored by Dunkin. However, a hilarious appearance by Jeremy Strong as Dunkin Coffee amusingly comments on the real-life Succession actor’s ridiculous and widely criticized method acting philosophies, which makes it all worth it.   

“So Win” by Wieden+Kennedy Portland

Nike’s black-and-white commercial featuring strong female athletes is an absolute triumph. The ad’s simple message, paired with a powerful voice-over, challenges the notion that women can’t achieve greatness in sports and beyond. It’s a timeless reminder of resilience, empowerment, and the fact that women can do anything—even when society says they can’t.

“Goldilocks and the Three Trucks” by GSD&M

Glen Powell’s sheer charisma shines in this ad, where he plays the protagonist of a mock fairytale. Dressed in various costumes, Powell delivers an energetic and captivating performance, showing that sometimes an ad can succeed based solely on the star power of its lead. The simplicity of the concept and Powell’s charm made it an enjoyable and unforgettable moment during the game.

“Kiss From a Lime” by Goodby, Silverstein & Partners

In a delightfully weird ad, a CGI version of Seal as an actual seal serenades viewers with a rendition of his iconic hit “Kiss From a Rose,” but with a twist—it’s about Mountain Dew Baja Blast and a lime. The twist is a bit lame and nonsensical but, watching a CGI version of Seal as an actual seal is wildly amusing, no matter the circumstances. It’s refreshing to see a spot lean so hard into absurdity without being completely obnoxious. 

“Slow Monday” by Mischief @ No Fixed Address

“Mondays stink” isn’t exactly a hot take, but Coors Light gives it a fun twist by featuring sloths doing typical Monday activities. Instead of humans, these adorable creatures embody our collective Sunday laziness. The ad includes a series of funny moments, like a sloth too lazy to chase a lawnmower, resulting in a destroyed flower bed and a slow-speed bank robbery chase. The spot wraps up with a sloth delivering a Coors Light case to another sloth, who immediately transforms into a human. The message? Maybe we’re all sloths because we’re lazy, and doing literally anything takes so much effort. It’s a bit odd but undeniably cute and funny.

“Dream Job” by Google

Google’s ad is simple yet deeply emotional. It features a middle-class dad using Gemini’s AI assistant to prep for a job interview. As he reflects on past challenges, it’s clear his hardest job has been learning how to be a dad. While it doesn’t reinvent the wheel, the ad’s sincerity is enough to bring a tear to even the toughest football fan.


These 2025 Super Bowl ads showcase the best of creative advertising: from wild humor to deep emotion, these brands know how to captivate an audience. At ON Advertising, we know how to craft compelling ads that not only entertain but also leave a lasting impression. If you’re looking to create a video advertisement as impactful as these Super Bowl spots, reach out to ON Advertising. Let us help you bring your brand’s story to life in the most exciting way possible!

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

We are the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

cross culture

Own It: The Power of Cross Culture Marketing

Welcome to the fourth edition of “Own It,” where key leaders at ON Advertising share their thoughts on important topics. Today, we’ll discuss ON Advertising’s President & General Manager, Darren Higgs’ trip to the 2024 Agency Leadership Summit in Boca Raton, Florida, and how he learned about cross culture marketing. 

Summit Inspiration 

At the 2024 Agency Leadership Summit in Boca Raton, there were many impressive keynote speakers, but Dr. Marcus Collins really stood out to Darren. In Collins’ book For the Culture, he explores the idea of tribes—how people are drawn to groups they feel a connection to, but still want to maintain their individuality. This concept is highly relevant in today’s marketing, where brands don’t just sell products but also promote ideologies, aiming to connect with consumers on a deeper cultural level. Let’s dive into that.

Dr. Collins’ For the Culture 

In his book For the Culture, Collins explores how brands connect with consumers on a deeper level, rather than simply selling products. Drawing from behavioral science, sociology and cultural anthropology, Collins reveals how modern advertising taps into our deep desire for belonging. At the heart of his insights is the concept of tribes—groups of people united by shared beliefs, interests, and behaviors. These tribes aren’t defined by products; they represent the identities and communities we create.

Collins argues that today’s brands don’t just sell products—they sell identities. The products we buy and the brands we support reflect our values and help us express who we are and where we belong. In today’s advertising, the line between consumer and community member is often blurred.

The Need for Belonging: Tribes and Individuality in Cross Culture

Humans are wired for connection and community, yet we also crave individuality. This tension creates a fascinating dynamic in modern advertising: we want to belong, but we also want to stand out. The idea of cross culture—the blending of different cultural elements—helps modern brands navigate this need. By tapping into cultural movements, societal shifts, and shared experiences, brands craft messages that resonate with diverse audiences while reinforcing unity within each tribe.

The Advantage of Cross Culture in Advertising

Today’s advertising is about why the product matters and why consumers should care. It’s not just about functionality; it’s about tapping into cultural touchpoints. Liquid Death, for instance, engages with the broader cultural conversation about sustainability and environmentalism, forging a connection with consumers who are passionate about these causes. Their message isn’t just about selling water; it’s about selling a belief system that speaks to the collective.

Leveraging a cross culture approach enables brands to speak to multiple tribes at once. By weaving together different cultural elements, they build identities and shared beliefs that transcend the transactional nature of traditional advertising.

cross culture

Connecting on a Personal Level Through Cross Culture

Effective advertising today is about building relationships, not just transactions. Successful brands connect with consumers by aligning their messages with cultural touchpoints, values, and beliefs. The cross culture approach allows brands to resonate with their audiences on a deeply personal level. By understanding the role of cross culture, brands create meaningful connections that go beyond just selling a product—they help consumers express their identity and beliefs.

As Marcus Collins highlights in For the Culture that the true power of advertising lies in the tribes we create and the identities we help shape. By understanding and leveraging cross culture in today’s advertising landscape, brands can foster lasting connections and drive growth that goes beyond the transactional.

Darren’s Final Takeaways

As previously mentioned, a crucial takeaway from Dr. Marcus Collins’ speech was the concept of tribes—how people seek a sense of belonging while striving to maintain their individuality. This idea is highly relevant in modern advertising, where companies no longer simply sell products, but create identities and forge cultural connections with their audiences. 

Cross cultural marketing is all about uncovering a brand’s core beliefs and aligning them with the values of specific subcultures—or “tribes.” Rather than employing a one-size-fits-all approach, it focuses on tailoring messages to distinct audiences with shared values. That’s why ON Advertising is thrilled to announce that we are integrating key principles of cross-cultural marketing into every aspect of our business, including social media. This approach is not only highly effective, but it is also a forward-thinking strategy that will shape the future of our company and the advertising industry.

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

We are the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

wilhelm scream and video production

The Wilhelm Scream: Origins, Impact, and Its Role in Video Production

If you’ve watched a classic action movie or TV show, you’ve probably heard it—a distinct, high-pitched scream that signals a character’s fall, injury, or death. This is the Wilhelm Scream, one of cinema’s most iconic sound effects. But where did it come from, and how does it relate to the world of video production, especially in high-quality video advertising like ON Advertising delivers?

A Wilhelm Scream Is Born 

Even though it was first recorded by actor Sheb Wooley in 1951 for the film Distant Drums, it’s named after Private Wilhelm, a character in the 1953 western, The Charge at Feather River, who lets out a scream after being shot by an arrow. The Wilhelm Scream became widely known when sound designer Ben Burtt used it in Star Wars: Episode IV – A New Hope in 1977, sparking its resurgence. Since then, it has appeared in countless films, TV shows, and video games, often hidden as an Easter egg for movie buffs. 

Wil-haveya Screaming at the Movies

Initially just a quirky sound effect, the Wilhelm Scream has become a cultural reference in filmmaking. Directors use it to pay homage to classic films, inject humor, or create continuity in their work. It’s a fun inside joke for filmmakers appearing in movies like Indiana Jones, The Lord of the Rings, Inglourious Basterds, and Batman Returns. Its recurrence has turned it into a symbol of nostalgia within the entertainment industry.

Video Production and Advertising

At ON Advertising, we know that every detail in video production—sound, visuals, or storytelling—plays a crucial role in engaging an audience. Our services include:

  1. Content Development: From scriptwriting to storyboarding, we lay a strong foundation to bring your vision to life. 
  2. Corporate Filming & Training Videos: Documentary-style interviews or a structured series of workplace training videos; we have the equipment and the creative team to make that possible. 
  3. Video Advertising: We can create short clips or excise them from your existing videos to create bite-sized marketing content for social media. 
  4. Voice-Over Production: We have several talent resources and the equipment to capture powerful, professional voice-over work for your projects. 
  5. Animation and Motion Graphics: Our talented designers can handle your video’s extra special effects. 
  6. Pre and Post-Video Production: We edit and refine your video, sometimes even adding sound effects in post (maybe even a Wilhelm Scream if it fits!) to create a powerful final product.

Video advertising is a powerful tool in today’s marketing world. It grabs attention, conveys messages clearly, and drives engagement. Whether promoting a product or raising brand awareness, video helps you connect with your audience in a way other mediums can’t. It’s emotional, visual, and direct.

Also a notorious attention-grabber, the Wilhelm Scream perfectly blends creativity, storytelling, and nostalgia in film. At ON Advertising, we bring that same creative touch to every video we produce. Whether you need a promotional video or a brand campaign, our expert team is here to help you make an impact—just like the Wilhelm Scream has in the world of film.

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

ON Advertising is the largest minority-owned agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

new mexico

We’re Growing! ON Advertising to Launch Second Location in New Mexico

Big news from ON Advertising: we’re expanding! We’re proud to announce the launch of our second office, located in Albuquerque, New Mexico—marking a new chapter in our agency’s evolution and a bold step in growing our creative footprint across the Southwest.

This expansion is more than just a new location—it’s a return to our roots. Under the leadership of Eric F. Garcia, co-owner and Chief Creative Officer, ON Advertising is planting fresh creative seeds in the Land of Enchantment, a place rich in history, culture, and connection for our agency.

From Santa Fe to Phoenix—and Back Again

“New Mexico is and will forever be a big part of who I am,” says Eric. “I was born in Santa Fe, raised by its culture, and grounded in its spirit. Now, after years of growth in Phoenix, I’m coming home with new skills, a fresh perspective, and a drive to conduct and create meaningful business in the Land of Enchantment.”

Before joining ON Advertising in 2018, Eric led his own agency, EFG Creative, in Albuquerque for over 20 years. As a fine artist and former art director, Eric brought with him a creative sensibility that was essential to ON Advertising’s evolution. His arrival not only strengthened our creative department but also positioned ON as a serious competitor in the Phoenix market. In the seven years since, Eric has helped propel the agency to its biggest stage yet.

Now, we’re leveraging that momentum to expand across state lines.

A Strategic Move Rooted in Real Relationships

The decision to open a second location was both strategic and personal.

“Even though moving to Arizona was a great decision—both from a business and personal perspective—New Mexico will always be my home,” Eric shares. “It’s where my family is from; in fact, we have a second home there.”

Eric’s frequent travels between Phoenix and Albuquerque, for both family and business, highlighted a clear opportunity. “Opening this location really made sense because we already work with major New Mexico clients. And to be honest, whether it’s for family or business obligations, I’m already going back and forth from Phoenix to Albuquerque on a monthly basis.”

Our partnerships with leading New Mexico companies like Blake’s Lotaburger and B&D Industries have shown us the power and potential of the market. We’re proud to be building on those relationships by creating a physical presence in the region.

New Office, Same Mission

Located at 7850 Jefferson St NE Ste 160, Albuquerque, NM 87109, the new ON Advertising office is more than just bricks and mortar. It’s a hub for creativity, strategy, and collaboration—serving both longstanding partners and future clients across the Southwest.

Our expansion is about more than proximity; it’s about presence. We want our name out there. We want to show up, participate, and contribute to the thriving business and creative community in New Mexico. This move positions ON Advertising to better serve regional brands and continue our mission: delivering bold, strategic, and inspiring creative solutions.

As we open our doors in Albuquerque, we do so with pride in how far we’ve come—and with excitement for what’s next. For Eric, an artist at heart, this isn’t just expansion—it’s a return to the creative landscape that shaped him. The Southwest is his canvas once again, and with the full force of the ON Advertising team behind him, we’re ready to create work that’s bold, meaningful, and rooted in the spirit of the region.

New Mexico Office Location: 7850 Jefferson St NE Ste 160, Albuquerque, NM 87109

ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest

We are the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

crisis communication

Why Your Business Needs a Crisis Communication Plan

In today’s fast-paced, interconnected world, no business is immune to crises. It’s not a question of if, it’s a question of when. Whether it’s a product recall, a public relations blunder, or an unforeseen disaster, how your company responds can make or break its reputation. This is why having a crisis communication plan is essential. At ON Advertising, we understand the critical importance of crafting a strategic response to any situation that could threaten your brand’s integrity.

What Is Crisis Communication?

Crisis communication is the practice of managing information during an emergency or crisis. It involves delivering precise, accurate, timely messages to stakeholders, the media, and the public to protect a brand’s reputation. The goal is to minimize damage, maintain trust, and restore confidence quickly. Unlike regular marketing or public relations strategies, crisis communication is reactive. It requires a clear, decisive, and often immediate response to unforeseen events that could disrupt a business’s operations or damage its image.

Why You Need A Crisis Communication Plan

Every business, regardless of size or industry, faces the risk of a crisis. Whether it’s a social media backlash, a customer complaint gone viral, or an operational failure that makes headlines, how you communicate during a crisis can have long-lasting effects on your brand.

Here are a few reasons why having a crisis communication plan is non-negotiable:

  1. Protect Your Reputation: Your company’s reputation is on the line when a crisis hits. Transparent communication helps prevent misunderstandings and maintain public trust.
  2. Maintain Customer Loyalty: Loyal customers will look for assurance during a crisis. How you address the issue can either reinforce their trust or cause them to abandon your brand.
  3. Control the Narrative: In a crisis, news spreads fast, often fueled by rumors and misinformation. Effective crisis communication ensures that your message reaches your audience before inaccurate information takes hold.
  4. Minimize Financial Loss: Poor crisis management can lead to lost revenue, regulatory fines, or lawsuits. A strong communication plan helps mitigate these risks by addressing issues head-on.

The Evolution of Crisis Communication in the Digital Age

The digital age has fundamentally transformed crisis communication. In the past, businesses could control the narrative by managing traditional media channels like TV, radio, and print. However, the rise of social media, online news, and user-generated content has made managing a crisis more challenging than ever.

Today, a crisis can unfold in real-time, often starting on social media. With the rapid spread of information online, businesses must respond quickly and consistently to avoid escalation. A delayed response or inconsistency across platforms can exacerbate the situation and lead to greater public scrutiny.

Social media also means that everyone is a potential reporter. Your employees, customers, and even bystanders can broadcast information to a global audience within seconds. The speed and reach of online platforms demand a more agile, comprehensive approach to crisis communication than ever before.

How ON Advertising Can Help You Build a Crisis Communication Plan

At ON Advertising, we specialize in helping businesses craft tailored crisis communication plans that ensure you are prepared for the unexpected. We understand that each business is unique, as are the crises it might face. That’s why we take a personalized approach to creating strategies that resonate with your audience while protecting your brand.

Our process includes:

  1. Risk Assessment: We identify potential vulnerabilities and assess the likelihood of crises that could impact your business.
  2. Message Development: We help you craft clear, concise messages that align with your brand voice and reassure your audience.
  3. Crisis Training: Our experts will train your team to respond quickly and effectively, ensuring consistency across all channels.
  4. Ongoing Support: In the fast-evolving digital landscape, crises can unfold at any time. We offer continuous support to ensure you’re always ready to manage any situation.

Don’t wait for a crisis to catch you off guard. Let ON Advertising guide you in building a comprehensive crisis communication plan to protect your business, maintain customer loyalty, and preserve your reputation.

ON Advertising is the Largest Minority-Owned Advertising Agency in the Southwest

ON Advertising is the largest minority-owned agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.

Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

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