Celia Lane Anderson
Acerca de
Lessons learned.
I was lucky to start small. At a small agency you can learn to wear many hats. One by one each hat gave me opportunities to grow, create relationships, and learn how to improve and manage my craft.
Eventually looking for more challenging work and more creative freedom I left the agency to work on my own and start a family. I created Marley Group. I freelanced doing new business development for agencies, while developing some clients of my own in the arts industry. The arts industry was very rewarding and exciting and let me do the creative work I love. Eventually I went to work for the Washington Performing Arts full time and ran their art department creating all their printed materials, designing their emails, creating their web ads, and designing their website.
Later I had the opportunity to go back into the agency business at DirectMail.com. Working with the sales marketing team to help support the new omni-channel marketing objective which measured the process and effectiveness of a campaign using direct mail, crafted creative, email, social media, list data, and audience segmentation to produce a measured response. Imagine the ingenuity of predicting an outcome, and having it measured within months with the ability to test against it quickly.
During these stages in life I have learned many valuable lessons.
1. Art is subjective. Thank goodness, where would we all be if everyone did the same thing? Rembrandt, Picasso, Banksy, Mozart, Prince, Devo... The wonderful thing about the arts is the unique creativity and vibrant differences and styles that it produces. Leaving everyone an opportunity to find something they love, that inspires them, and moves them. Art is not for one, unless it is for yourself. What one person responds to, another may not.
2. Know your audience. A marketing artist does not design for them self, they design for their audience. If you do not know who you are marketing to, and what they may respond to, you will fail. DO your research.
3. Simple sells. This is one of the hardest lesson I have learned. Design does not have to be grandiose or complicated to be effective. Do not over-design. Making it fancier, does not make it more effective.
4. Do what you love and you will not work a day in your life.
Let’s Work Together
Get in touch so we can start working together.