Profiling
Who is at the helm of Schupp Co.’s interactive department? What’s going on in the realm of online opportunities?
Well, here’s your chance to get the scoop on all that and more as we sit down and chat with Schupp Co.’s interactive design director, Chris Douglas.
We know your background is in interactive media and you started your career as an art director, but can you tell us a bit more about yourself and how you made the transition to Schupp Co.’s interactive design director position?
The funny thing is that I never had a plan to enter the advertising field. In school, all I wanted to do was make films and music. My first job was actually as a camera operator for a production company in Seattle, Washington. We documented concerts and sporting events. I had the opportunity to shoot artists such as Metallica, Kiss, James Brown and many more as well as sporting events like the X Games. It was an amazing opportunity, and I learned quite a bit on the fly.
How do you see your role as interactive design director impacting existing Schupp Co. clients?
So far, it has in quite a few ways. We’ve managed to create some great opportunities that weren’t present with some of our existing clients which have really helped streamline and manage some of the existing work we have implemented for them. We’ve also brought work in house that a few of our clients were outsourcing before. In some instances, it’s allowed us to close the communication gap and maximize a more comprehensive approach to online marketing for our clients.
What should all clients know about you?
I guess the first thing would be that I’m passionate about what I do. I think that this comes across to clients in our conversations, my detailed approach to projects and my willingness to work hard and get it done. Additionally, I’d have to say that I’m a storyteller at heart. In addition to the online realm, it’s what I love to do. I bring a “story telling” approach to all projects. Who are the characters? What is the setting? What is the interaction? It makes for a complete story when a consumer later interacts with the site. It makes the process more fun too!
As you know, implementing successful Internet marketing was once just having a Web site. Over the past few years, a lot of evolution has taken place in that regard. What’s your impression or opinion of companies seeking to reinvent their online presence in 2010, particularly when it comes to incorporating enhanced interaction?
Enhanced interaction is an interesting way to put it. In the past year there have been a lot of big steps in technical capabilities that have furthered online opportunities. This is especially true in looking at mobile devices, augmented reality and huge improvements in video integration-there are many options out there for clients. I think all of those things are great ways to enhance your online presence, but the biggest challenge is incorporating the right or best ones for your brand. There’s nothing more frustrating than seeing a company implementing a technology in an environment that doesn’t help them reach their goals. It makes me want to call them up and say: “Let me help you get on track.”
Tell me about a few examples of interactive work that you’ve found particular inspiring lately.
Quiksilver had a really cool piece on their skateboard site a few months back where a few of their prominent pro skaters rode out into the header of the Web site and skated on the graphic elements that made up the site. As they rode, some of the pieces of the site actually broke apart and pieces fell into place as other obstacles that they then skated on. It was a really creative use of video and interactivity. Even better, it was perfectly fitting for their brand and audience. It was also Directed by one of the greatest skateboarding legends, Natas Kaupas.
Do you have any recommended resources (sites, books, etc.) for those seeking additional information and looking to really enhance their understanding of how their brand can best leverage the online world?
There are certainly plenty of online publications out there and everyone has an opinion. I like to look at a lot of design forum and community sites. I think any creative would agree those are usually the first places that people go. If you’re interested in picking up a book, I really like The Smashing Book from Smashing Magazine out right now. It’s a must for any Web designer or developer. You can pick it up here: http://shop.smashingmagazine.com/smashing-book-intl.html
There’s really no “one size fits all” approach to online strategy, or any advertising strategy for that matter, however, do you find that there are common aspects that all companies should evaluate when seeking to fully leverage their brands’ online opportunities? If so, could you share a few?
I think the first thing most brands should look at is how are they driving traffic to their site. Are you currently using offline or online tactics to drive traffic? Are you using both? Should you be doing more? At the end of the day, optimization is a key component to any online initiative, and Schupp Company would be happy to assist you.
Categories: Miscellaneous.
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