Creative Archives - The Goss Agency

Corporate Identity Development: Historic Biltmore Village

by Jeff Goss, Creative Director Corporate Identity development, or logo design as it is also called, is truly an exciting part of the job for an advertising firm. It is a chance to create one mark that expresses an entire brand. What would Nike be without the swoosh? Would Citibank be as distinctive without the…

Music In Marketing, Marketing In Music

Music has always played a huge role in marketing. We can all understand and agree that music is a natural influencer of mood and attitude. So when studying how music is used in advertising, the first aspect of its use we should focus on is psychology. According to hundreds of studies (such as McGill “Musical…

Classic Creative: Amoco

By Jeff Goss, President/Creative Director Who thinks about what’s under the pavement, or those orange woven plastic fences alongside the highway, or those black plastic fences about knee-high attached to metal poles on construction sites. The answer is: not too many people. These are the products behind the scenes that make a difference in the…

Classic Creative: Special Edition

By Jeff Goss, President/Creative Director Have we gone full circle? In the 1940s and ’50s brands rushed to place their ads in the latest of thousands of magazines and ever-growing TV and radio broadcast stations, which soon became crowded with ads vying for the same attention. The answer came in the form of conceptual advertising…

Admirable Series: Killing Two Brands with One Ad

By: Claire Wilcox, Account Support Intern In a rising digital age, millennials don’t want more stuff, they want more experience. And brands will pay the price if they don’t adapt. Not only does Gen Y favor a trip (including lots of selfies) over a new car or wardrobe, it favors existential ads that connect with…

16 Ads That Take Creativity To The Max

By Mel Sala, Graphic Designer The main purpose of branding is to increase sales and make the brand visible to the users. Not only do you want to make the brand visible to users, you want to make the brand alluring. One of the most important factors that plays a role in today’s branding game…

Classic Creative: Georgia Power

By Jeff Goss, President/Creative Director The utility industry was going through a government deregulation to prevent monopolies. In a nutshell, this meant sudden and new competition for our client Georgia Power. The challenge was to prevent client defection for cheaper alternatives now available. We came up with a solution directly derived from the question “Why…

Award Series: Virgin Islands Telephone Company

By Jeff Goss, President/Creative Director The Virgin Islands Telephone Company had been our client for about 3 years. Our focus was a print, TV and PR campaign focused on stemming complaints about the quality of service in the U.S. Virgin Islands, as the weather, humidity and annual storms, wreaked havoc on above-ground lines. The biggest…

ADmirable Series: “The Force” by Volkswagen

By: Luke Suggs, Account Support It’s Super Bowl time! A time when friends and family come together for wings, beer, football, a halftime show, and, most importantly, commercials. The Super Bowl is an exciting opportunity for brands and agencies to showcase their best creative work to millions of viewers. Volkswagen nailed it with this 2011…

The Do’s and Don’ts of Branding in 2017

By Chloe Ayres, Senior Designer Just as our personality is a mixture of inherent traits and characteristics that develop over time, your brand is a mix of existing factors and developed characteristics. Branding is how you shape and communicate that personality to your customers. While some truths of branding will always stand the test of…

The Importance of Music in Advertising and Branding

By Luke Suggs, Account Support For most people, music is an essential part of everyday life. Although people may have stylistic differences, music has the ability to connect people and has power to make us feel. Similar to smell, music can trigger memory. Just the other day my friend said whenever he heard the song…

Classic Creative – Austin Quality Foods

By Jeff Goss, President/Creative Director We conducted our Brand Exercise “Benefits Testing” to arrive at the primary benefit “End the hungries.” It sounds pretty obvious now, but it wasn’t so obvious before. Product benefits led to options like after-school snack, perfect travel food, most fulfilling and convenient snack, sports energy (this was before all the…

Chuck Archerd Digital Case History

Recently, The Goss Agency had the pleasure of working with Chuck Archerd on his race to become Chairman of the Buncombe County Commission. Over the course of the campaign, we leveraged Facebook, Twitter, Instagram, and LinkedIn, targeting users based on geography and political affiliation to achieve a whopping 642,000 impressions in only 8 weeks with…

New Creative: Blossman Gas Fall/Winter 2016 Catalog

By Ryan Laffler, Account Manager/Digital Director

Award Series: Sky Dive North Georgia

By Jeff Goss, President/Creative Director Small client, small budget: How do you get the word out? It was the perfect fit: Creation of powerful headlines to go in, well, “Headlines,” Atlanta’s premier facilitator of restroom advertising. You might say our ads were in the toilet — strategically placed above the urinals. The look was simple:…

DigiKnow?

New Creative: Alliance AutoGas

By Ryan Laffler, Account Manager Our client, Alliance AutoGas, proudly offers fleet managers across America the ability to convert their fleets to propane autogas, one of the cleanest burning fossil fuels known to man. In creating this digital direct piece, we aimed to create an emotionally compelling advertisement that highlighted this product benefit, contrasted it…

Award Series: Farnam Custom Products

By Jeff Goss, President One of the biggest mistakes business-to-business clients make is getting too technical. They forget that, although their customers are buying a product for business and there are a lot of technical features, they have to add up to a benefit at the end of the day. But, most importantly, that benefit…

TGA Weekly Digital Update

Classic Creative – Haywood County

Haywood County, after our branding workshop filtering and prioritizing all the features and visitor experiences, determined that the authentic Appalachian culture and clean natural environment were the assets that rose to the top. Thus, “Haywood County, Authentic Appalachian, pure and simple” was born. A new logo was created by illustrating the landscape in a turn-of-the-century…

ARE YOU FOR REAL?

By Rachel Hornay, Copywriter Intern Technology is always developing but the recent craze of virtual reality invites brands to explore a whole new platform. Virtual reality (VR) is defined as a computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real way by a person using special electronic…

ADmirable Series: Dove’s #MyBeautyMySay Campaign

By: Gabrielle Diepenbrock, Account Coordinator & Social Media Manager It is admirable when a brand takes hold of a deeper message and a cause that goes beyond their product and penetrates the emotion and feelings of their target. Rather than just advertising soap and shampoo, Dove has been able to successfully take a stand for…

ADmirable: Chipotle’s New Campaign

Fast food giant Chipotle recently came out with an animated short about two kids who grow up locked in competition with each other. The heartwarming video works because it captures Chipotle’s brand distinction in an entertaining way that resonates with others. Memorable brands don’t just offer great products or services, they connect with their audience…

Award Series: The Thoms Estate

By Jeff Goss, CEO/Creative Director The heir to a 100-acre estate in the heart of Asheville partnered with GDR (Global Development Resources), our client, for an environmentally responsible development design that paid respect to the property and her father, who established the estate in 1937. Her mother was an artist, as were many in her…

Q&A – What is the core of Award Winning Creative?

By Jeff Goss, CEO/Creative Director Q: What is the core of Award Winning Creative? A: Award, which award? Many awards are meaningless because the standards are so low (everybody gets a trophy). Others are an ego-stroking fest among “creative elites” congratulating one another for work they created more for themselves than the client and client’s…

By Rachel Hornay, Art/Copy Intern They say that a picture is worth a thousands words, especially with today’s language evolving with the usage of emoji characters. Emojis are intended to illustrate, or in some cases replace altogether, the words we send each other digitally, whether in a text message, email, or tweet. Instagram calls emoji…

Award Series – Speidel ID Bracelets

By Jeff Goss, CEO/Creative Director Clunky ID bracelets of the ‘50s and ‘60s by Speidel were engraved with teens’ names and exchanged and worn when dating--a brand and product withering of the vine in the ‘90s. What to do? With a little research we identified the top 3 social issues for teens: drunk driving, environment…

Award Series – Franklin Graham Crusade

By Jeff Goss, CEO/Creative Director Faced with the communications objective to create an invitation for the Franklin Graham Crusade, we did not go the traditional route and do a classic card and envelope with script type. We thought about what would happen upon receiving the invitation. One would be moved to go but then rationalize…

Classic Creative – Asheville Regional Airport

By Jeff Goss, CEO/Creative Director Down 40% over a 3-year period, Asheville Regional Airport was “leaking” travelers to Charlotte and Greenville by the thousands monthly. Some said, “It’s the dated facility”; others said, “Not a powerful and long-enough stay destination”; and some said, “Hey, it’s business travelers driving to Greenville and Charlotte to save a…

Creative History: Qualla Arts Basket Ad

[mp_row] [mp_span col="12"] Here is how we, “Turn Facts Into Visitation” in an actual campaign. In researching the history of the Cherokee and their culture in preparation of an ad campaign to be designed to transcend all media, we came across a simple fact that might be overlooked by many. After all, the fact was…

Logo Design Series Continued: The Thoms Estate

By Chloë Ayres, Head Designer Corporate Identity development, or logo design as it is also called, is truly an exciting part of the job for an advertising firm. It is a chance to create one mark that expresses an entire brand. What would Nike be without the swoosh? Would Citibank be as distinctive without the red…

Creative History – White Horse Scotch

The USP (unique selling point) for White Horse Scotch is its peatiness. What is peat? Well, have we got a story for you. It is the earth. On the moist moors of Scotland and Ireland, the source of heat and fire for centuries has been peat. It is sliced out of the ground into bricks,…

Virgin Islands Telephone Company Super Bowl Spot

By Jeff Goss, CEO The Virgin Islands Telephone Company had been our client for about three years before our greatest opportunity presented itself: a chance to do a Super Bowl spot. Our focus had been on print, television, and a public relations campaign, with a concentration on stemming complaints about the quality of service in…

Vero Beach was chosen due to the stretch of available land on the Southeast coast and its proximity to The Magic Kingdom. With a construction trailer and grading still taking place on the property, we began the marketing for the first Disney Resorts outside of the Walt Disney World Resort with “Disney Magic In a…

One of our core responsibilities as an advertising agency is to mine for the most compelling gems from a company's story and share those messages across various platforms including print, web, digital ads, and email marketing with new creative. For our long-time client Alliance Autogas, we started with the idea of "Making a Big Impact on…

Who doesn't love a home-cooked meal? This creative encourages healthy eating, prioritizing quality family time, and the ease of using propane cooktops and ranges. The bright colors of the ingredients in the skillet are eye-catching and look delicious, too! The logo at the bottom completes this display ad.

3D mailers can be an effective way to get noticed by your target audience and cut through the 5,000+ messages they are hit with each day. It can be easy for a prospect to ignore a piece of paper...

By CEO and Creative Director Jeff Goss The Goss Agency focuses on the idea first, then design. We arrive at creative ideas that communicate the brand experience in a manner that touches emotions, making one laugh, think, feel. This level of communications over time results in a brand and brand loyalists.

10 Inspirational Days in France: Historical Highlights

--CEO Jeff Goss I just completed an inspirational 10 day trip to France. The experience impacted me in a couple of ways. I now have a renewed realization of how critical it is to get out of your routine and take in new life experiences. I was inspired by walking in the footsteps of…

--Backstory behind St. Lucia creative and advertising by CEO Jeff Goss One of the most amazing, unspoiled destinations, and islands in the Atlantic, yet the branding “Simply Beautiful” with a hibiscus flower, a flower that existed on my own street in Atlanta, could be for any place, many places. After the airline lost our luggage, and…

Event Marketing: Festival of Native American Arts

Within the full-service marketing of Travel and Tourism The Goss Agency provides positioning, strategy promotion and PR for destination events and event marketing...

[caption id="attachment_3434" align="aligncenter" width="649"] Photo from Adweek featuring campaign for Aizone[/caption] One of our mottos at The Goss Agency is "It's All About the Work." So, Adweek's post from June 22 titled, "How Jessica Walsh and Gerry Graf Turn Data Into Art in Their Advertising" caught our eye, especially Graf's closing statements: "Now it's the work, because…

"We have the best views, by miles." Why visit Haywood County? One of the best reasons is this view. Blue Ridge Parkway, which cuts through the county as it winds its way through North Carolina and up through Virginia, is considered one of the most scenic drives in the country. This piece shows that the beauty…

Well, I’m not sure which I would rather have, a good snow ball fight, or bad idea fight. A good snowball fight is great fun, I had one with my daughter a couple years ago downtown and total strangers joined in. However, a bad idea fight means you are striving for the best work and…

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