Ad agency shares secrets of its success: martin agency director says all campaigns start with strate

By Louis Llovio, Richmond Times-Dispatch, Va.

Aug. 20--About 150 people came to the University of capital of Virginia last night to watch TV commercials -- and to learn about the creative process buttocks advertising campaigns.

Cliff Sorah, creative director at The St. Martin Agency, spoke to pupil, faculty and people interested in ad.

Using nil but a projection screen and laptop computer in a room adorned with wood-paneled walls good suited for a library, he discussed the creative process and showed the ideas that led to some of the campaigns that made the Shockoe Slip concern one of the largest ad agencies in the state.

Sorah showed the development of campaigns from their origin to the commercials seen on TV.

Ad campaigns used to begin with a scheme and then move to the ad. That's changed, he said. Ads now start with ideas and then move onto creating ways to expressage those ideas.

"It's about an idea," he said. "Ideas. Ideas. And then, how do you execute it otherwise."

With GEICO, he said there was little interest in its insurance products, so the challenge was to get people's attention.

"People don't care about car insurance, they care about being entertained and economy money," he said.

The key with GEICO, he said, was to tell a story that would keep client interested sufficiency to get to the message. That's one of the ground Martin went with four campaigns, because there are so many ways to spreading the same message.

The campaigns feature cavemen, a gecko, famous person spokespeople translating, and people in dramatic situations pass on the news that they saved money on their car insurance.

Off each story line are bed and bed of ideas, Sorah said.

Last night's talk was sponsored by the capital of Virginia branch of the American Institute of Graphic Arts.

Kim Herbert Spencer, president of the AIGA Richmond said the group will hold several meet-and-greets with students at area colleges before starting back with monthly meetings this fall.

The meetings AIGA holds range from such events as last night's to networking sessions and workshops.

A Richmond native and Martin Agency employee since 1987, Sorah is a creative director on the GEICO, BFGoodrich and NASCAR accounts. He has worked on Seiko, Wrangler, the John F. Kennedy Library, TV Land, Timberland and United Parcel Service accounts.

"You never know where an idea is going to show up," he said. "The strength of an idea doesn't go away. It might change, but it doesn't go away."

Contact Louis Llovio at (804) 649-6348 or LLLovio@timesdispatch.com.

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