Category: Stuff

Name:  Katie Hazel      

Role/years with AAF Buffalo: First year

Occupation: Creative Supervisor           

Twitter handle:

Instagram handle: katiehazel

Let’s hear about your day job.

Where do you work, and what does your role entail?

Creative Supervisor at Crowley Webb. I concept and design advertising campaigns and also work with designers, art directors and print production members to make the best work that we can.

What drove you to get into the advertising/marketing biz?

I love coming up with ad concepts and using design to bring ideas to life.

What do you like best about what you do?

Concepting a multi-channel campaign

What trends or insights are you finding in your field/market?

Integrated campaigns are so important because audiences are accessing media from so many new places.

What do you find challenging in our industry?

Making an impact in less time is increasingly more important. With the use of :06 and :15 online TV spots you really have to get to your point quickly.

Describe a recent success.

We just completed a series of campaigns for M&T Bank that highlight new products and promote their NFL football relationships with the Baltimore Ravens, Buffalo Bills and New York Jets.

Tell us about organizations/charities you’re passionate about.

Our family has supported Roswell Park and the Ride for Roswell for 13 years.

What are three things you use at work every day?

My brain, computer, pen and paper

What was your first job?

I worked in pre-press at a small printer

When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?

Hanging out with my husband and two daughters

What’s one thing not many people know about you?

I love watching football

What’s your guilty pleasure?

The Howard Stern Show

What’s your favorite app or social media outlet? Why?

Instagram. Love seeing what people are doing through photos.

Describe yourself in one word.

Reliable

What’s the last thing you read?

Dr. Seuss to my daughter

What’s your favorite restaurant?

Saigon Bangkok

What’s your favorite hidden gem in WNY?

De-Dee’s Dairy

Duff’s or Anchor Bar?

Anchor Bar

Now, let’s talk a little about AAF Buffalo.

Why did you join AAF Buffalo?

To make an impact on local ad events

What role(s) do you play on the AAF Buffalo board?

I am on the communications, education and sponsorship committees

What has been your proudest moment in your role on the board?

I am new but I hope to make an impact soon

What’s your favorite AAF Buffalo event?

The Addys!

What do you enjoy most about AAF Buffalo?

Helping shape events that people enjoy and gain from

How has AAF Buffalo impacted you professionally?

Meeting new people in the advertising and marketing community is great.

What differentiates AAF Buffalo from other groups?

Everyone is trying to make our industry better and we work together to put on great events to help highlight work, successes and make everyone better.

What’s one pro tip you can share with our membership that will make their lives better or easier?

Soak up the advice, insights and experiences from others so you can benefit in your own career.

Why would you encourage others to join AAF Buffalo?

There are a lot of insights and experiences that can be gained from everyone you’re surrounded by and at the events that are held.

 

Name: Caitlin Higman

Role/years with AAF Buffalo: 2018/2019 ADDY Co-Chair/Board Member since May 2018

Occupation: Brand Manager- The Martin Group

Let’s hear about your day job.

 

What do you like best about what you do?

I love the feeling that you get when you see the tv commercial you helped produce come on tv or when you drive down the 33 and see the billboards you helped coordinate. There’s nothing like the feeling you get knowing that your work is impacting your community.

 

Tell us about organizations/charities you’re passionate about.

There are truly so many organizations and charities it is difficult to pick a favorite, however, two that stand out in my mind are Ronald McDonald House Charities and Be The Match- The National Bone Marrow Donor Program.

In 2011, one of my best friends, a hodgkins lymphoma survivor, was diagnosed with cancer for a second time, but this time with AML Leukemia. She required a bone marrow transplant which she received in Boston, hundreds of miles away from our home town. She was away for about three months during which time her family was able to stay at the local Ronald McDonald House to be close to her. This inspired my first internship in marketing at my local Ronald McDonald House, where families of patients in local hospitals can stay completely free of charge for as long as they have the need. There I met multiple families who shared stories of hope that would not be possible without the housing provided by Ronald McDonald House!

Be The Match is the national bone marrow donor program and registry. Similarly to Ronald McDonald House, I was inspired my best friend’s diagnosis to seek out the registry as a way to potentially help another family who was searching for a match for their family member. Fortunately for my best friend, her sister was a perfect match and they did not have to wait for a registry match, but not everyone is that fortunate. My decision to join the registry was affirmed on the fifth anniversary of my friends’ transplant when my brother, who had been on the registry for over ten years, was matched with a complete stranger. One year later, he become a donor and the recipient of his bone marrow is alive today because of his donation. I feel that simply providing one swab from your month is a small price to pay for potentially saving someone’s life. I strongly encourage anyone and everyone to consider joining the registry!

 

What are three things you use at work every day?

Post-it notes, highlighters and a planner! When managing any kind of project, I feel like these things are essential!

 

When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?

Most of my free time goes to testing out new recipes-I’m a huge baker! I love making everything from chocolate and ice cream, but my real passion is decorating. My first job in high school was making wedding cakes which was when I fell in love with baking. From there, i explored ice cream and chocolate as well as cookies and other pastries. If I won the lottery, I would absolutely open my own bakery!

 

What’s one thing not many people know about you?

Growing up I always wanted to be an elementary school teacher! I would have never imagined that I would be in marketing and advertising today.

 

What’s your guilty pleasure?

Reality TV- mostly Bravo shows!

 

What’s your favorite app or social media outlet? Why?

Pinterest! I get so many ideas for how to organize, cook , bake, etc. I’ve discovered so many life hacks from Pinterest- I could spend hours on there!

 

Describe yourself in one word.

Organized

 

What’s your favorite restaurant?

Edibles- In Rochester

 

Duff’s or Anchor Bar?

Surprisingly- neither! I love Buffalo and all of it’s traditions but chicken wings is one thing I can not get behind. Sorry, wing fans!

Now, let’s talk a little about AAF Buffalo.

 

Why did you join AAF Buffalo?

After attending last year’s ADDYs, I was interested in helping to plan the event. It just so happened that our agency board representative was about to relocate across the country leaving a board position open on the eve of The Martin Group beginning to plan the 2018-2019 ADDY Awards. I stepped in to plan the ADDYs and fill that empty board position.

 

What role(s) do you play on the AAF Buffalo board?

Currently, I’m responsible for co-hosting the 2018-2019 American Advertising Awards aka the ADDYs!

 

What’s your favorite AAF Buffalo event?

The Addys- of course!

 

What do you enjoy most about AAF Buffalo?

I enjoy meeting other young professionals in the field and hearing about their experiences and perspectives. It’s interesting to hear how different each person’s experience can be when we all work in the same industry in the same city.

 

How has AAF Buffalo impacted you professionally?

AAF Buffalo has forced me to get outside my comfort zone and network with more professionals in our industry. As a fairly recent college grad, networking is not my strong-suit, but AAF Buffalo events allow me more opportunities to network in more casual settings.

 

Why would you encourage others to join AAF Buffalo?

AAF provides a wonderful opportunity to young professionals in the advertising and marketing industries to connect socially and professionally. It’s not a huge time commitment as member but the reward is great!

Last Thursday, we hosted the eighth annual Big Tip-Off event. For those of you new to AAF Buffalo, this is an event in which we root for our favorite bartenders from the Buffalo ad industry to raise tips for scholarship opportunities for local students. With four rounds, contenders had their chance to dance with the best of the best in marketing. This year, we raised the standard (and our glasses) in both attendance and scholarship fundraising efforts. With over $4,000 raised in tips alone, and over 180 guests, the event was a great kickoff to the club year.

A special shout-out and congratulations to Crowley Webb, this year’s winning agency who raked in an impressive $1,371.

A special thanks is owed to our celebrity bartenders who worked hard at their cocktails!

Jim Crowley from Crowley Webb
Chelsea Carney from Mower
Michael Tsanis from The Martin Group
Ashley Everett from Quinlan
Tess Felton from Luminus
Jared Threat from Mr. Smith
Larry Robb from FARM

Hats off to everyone who attended, donated and bartended. Let’s raise the bar even higher in 2019!

AAF Buffalo: Member Spotlight

Name: Josh Gumulak

Role/years with AAF Buffalo: 1 year; current – Treasurer; previous – Programming Chair

Occupation: Account Executive @ Gelia

Twitter handle: @joshgumulak

Instagram handle: @joshgumulak

Let’s hear about your day job.

Where do you work, and what does your role entail?

Gelia – My role as an Account Executive is to effectively manage expectations, both with our clients and our internal teams. Doing this well helps Creative and Media to understand what will work best to help achieve our clients’ campaign goals, all the while setting our clients up for success by knowing when to expect deliverables and how the tactics we’re executing are working with the strategy we developed to push their brand forward.

What drove you to get into the advertising/marketing biz?

I’ve always been intrigued by branding and how specific elements of certain brands mean so much to large groups of people. What specifically pushed me into the field was a course at Canisius College taught by an ex-industry exec. The stories were too good to pass up.

What do you like best about what you do?

Experiencing the creative process firsthand. Account service maintains an up-close-and-personal relationship with our agency’s creative team, and it’s always been something that’s driven me throughout my career. An account executive and an art director may look at an identical client request in completely different ways, but work together to learn from one another’s perspective and find the best solution for our client. I think there’s something to be said from learning from others with a completely different outlook.

When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?

Basketball, golf, and reading – I love to stay active, and really enjoy getting out for a run at a local park or gym. Golf is great to get outside in our limited summer months. Most of what I read helps me to improve in my career and learn from those that have done it before.

If you could choose any song to represent you, what would it be?

Successful by Drake.

What’s your favorite app or social media outlet? Why?

Instagram – We live in a visual world now more than ever. Insta does a better job than anyone else capturing that.

Describe yourself in one word.

Passionate – I strive to give my “all” in everything I do, no matter how simple or complex what I’m working on or experiencing may be.

What’s the last thing you read?

Powerhouse by James Andrew Miller – This book is the oral history of Hollywood’s Creative Artists Agency (CAA) – one of the largest talent agencies in the world. The stories of agents that manage Hollywood’s top talent and what comes with it are truly incredible.

What’s your favorite restaurant?

Russell’s – The filet mignon is excellent and the ambience is a close second.

What’s your favorite hidden gem in WNY?

Public House on the Lake – Located right on the water on Route 5, Public House is my go-to summer spot around Buffalo.

Now, let’s talk a little about AAF Buffalo.

Why did you join AAF Buffalo?

I joined AAF Buffalo to be a part of the larger advertising and marketing community throughout our city. Our chapter is a great way to learn from other members of the field and collaborate to push our industry forward within Buffalo.

What role(s) do you play on the AAF Buffalo board?

I’m currently AAF Buffalo’s Treasurer and responsible for chapter budgeting, financial planning and reporting, and funding. As I’m stepping into the new role, I hope to use the foundation our previous board members set to aid in continuing to host valuable events for our members where they can gain experience, a professional network, and enjoy themselves. I’ll also be heavily involved in planning the 2019 American Advertising Awards. Previously, I worked as our Programming Chair to help in developing our 2018-2019 Spotlight Speaker Series, as well as other events.

What’s your favorite AAF Buffalo event?

The Big Tip-Off. Open bar on a summer night patio? Sign me up! Plus, it’s one of our most fun events where you can meet a lot of fellow professionals in the area, all while raising money for our scholarship funding.

Have you made any life-changing connections through AAF Buffalo?

Yes – I strongly believe this is one of the biggest strengths of the club. I have met people that I can learn from and grow with throughout the length of my career, and developed some great friendships along the way.

What differentiates AAF Buffalo from other groups?

Member dedication. The members of the board genuinely care about how our chapter is performing and are constantly thinking of ways to make improvements. Our goal is to win Club of the Year and in doing so, consistently put on great events and maximize value for our members. I think our growth in recent years is a direct indication of that.

Why would you encourage others to join AAF Buffalo?

The club is an excellent opportunity not only for industry growth within Buffalo, but also for your own career. The choice to join often shows that you are willing and have a strong desire to learn everything you possibly can about our field, as well as positively impact the community. The connections you make won’t hurt either!

Name: Grace de Rosa

Role/years with AAF Buffalo: A year and a half

Occupation: Graphic Design

Instagram handle: greats_de_rosa

Where do you work, and what does your role entail?

I work for Telesco Creative Group as their graphic designer. My role can change from day to day – concepting, design, proofreading, production, etc. It varies everyday – I can never get bored. Every day I get to add more skills to my arsenal and grow as a professional.

What drove you to get into the advertising/marketing biz?

I probably began where most designers began, as an art kid. In college, I took an Advertising Design class in my junior year and I was sold from then on. The challenges and thought, accompanied by powerful design, attracted me to advertising.

What do you like best about what you do?

My favorite aspect of advertising is seeing our designs out in Buffalo. Most of the day, I am at a computer and just see my finished design on my screen. To see it out in the environment is super cool.

What advice do you have for emerging talent in your field?

For designers – keep creating. It can be difficult after a long day to even look at another computer screen, but having something of your own that you can work on at your own speed and ability will keep you sane. Advertising can be fast-paced, stressful and even irritating when clients don’t agree with your design decisions. Creating something by your own rules and just for fun is just that – fun.

What are three things you use at work every day?

Felt tip pen – I have one in every location in my life (work, car, bags, shoes…)

Trello – and on the sixth day, God created Trello. But seriously, it organizes projects and keeps comments/production notes/billing/sanity all in one place.

Paper – I have several sketchbooks and notepads but it seems like I like to sketch on whatever available paper is around just to get the idea out in case I lose it…I think I learned that from Greg Meadows.

What was your first job?

My first real job was at Tops all throughout college. I don’t miss working in customer service, but it did teach my how to be patient, how to handle “difficult” people, and how to be efficient.

When you’re not working, how do you spend your free time (hobbies, side projects, etc.)?

I own a ballet studio with my sister where we teach adult ballet and Pilates classes. I am also connected to my original ballet studio and perform professionally with them. My husband and I also own a photography studio and regularly shoot engagements, weddings etc. Outside of that, I love to spend time with my sarcastic husband, explore the outdoors and snuggle with our two overweight cats.

What’s one thing not many people know about you?

I think the fact that I dance ballet professionally is always surprising to people.

What’s your guilty pleasure?

I like to watch really terrible sci-fi movies with good pals. I am not proud of it, yet I kind of am.

What’s your favorite app or social media outlet? Why?

That would have to be Instagram, but I think that’s just a designer thing being that we’re visual thinkers. Cameras on phones are now almost better than most DSLRs and Instagram allows for quality imagery. I could scroll the day away.

What’s the last thing you read?

I just finished dog-earring a book called Young House Love. It’s written by a married couple who share over 200 DIY projects for your first home. They’re super creative and thrifty, and I have in mind to put a few into practice in my tiny apartment.

What’s your favorite hidden gem in WNY?

That would have to be my hometown – Youngstown. It’s nestled 30 miles north of Buffalo on the Niagara River and Lake Ontario. It’s a little town on the lake, and it’s beauty is unparalleled to any I have seen in WNY to date.

Duff’s or Anchor Bar?

I might have to say neither – my dad has been making kick-ass wings at his house since I can remember and I’ve never had one as good. So I guess my answer is Denny Gruarin’s.

 

Why did you join AAF Buffalo?

Every success/opportunity/internship/award I received in college was directly linked to AAF Buffalo. Not only did I want to stay connected as a now-professional, but I wanted to join to share with students the endless benefits AAF has to offer.

What role(s) do you play on the AAF Buffalo board?

My main role is on the Academics committee. As a recent college student, I felt my skills best suited Education. I am also on the Communications and Membership committees, aiding with graphic design needs.

What has been your proudest moment in your role on the board?

I think my proudest has been on the academic committee. We have had some solid new ideas put into practice for students in this upcoming year, and I am really excited for students to utilize us for their professional future. I also loved running portfolio review – an event that greatly benefitted me when I was a student. It’s fun to push students to live up to their potential, and watch as they graduate and get their first design job.

What’s your favorite AAF Buffalo event?

Preview Night, it’s just so awesome to see everyone’s best work. I’m a tactile person, so being able to lift up work (gently) and see it in person is really nice.

What do you enjoy most about AAF Buffalo?

All the people I have met.

How has AAF Buffalo impacted you professionally?

As a student, AAF Buffalo opened all the doors for me. It led to both my internships at Quinlan and Block Club. It led to my national ADDY award in my senior year. It led to my current, awesome job at Telesco Creative Group. Only two years into the industry, AAF Buffalo has already helped me to begin my professional career.

Why would you encourage others to join AAF Buffalo?

It’s so beneficial. AAF is designed for you – we’re a resource for you! There is no reason not to join. Unless you really dislike winning awards, seeing professional speakers and beer. And no one dislikes beer.

On May 16, 2018 at Big Ditch Brewing Company, it was a full house for Tad Carpenter’s Spotlight Speaker Series talk! Who better to end our 2017-2018 Speaker Series than Tad? He led an exciting talk all about bringing a message to life through branding, packaging, and illustrative-based design. He gave us a look into the process behind his work and took us behind the scenes of his most famous projects. 

This past Tuesday, FARM hosted our second Skillshop of the season. Adam “Beav” Bauer led us through a 101 course on user experience (UX) and user interface (UI). He shared advice, tips, tricks, and predictions with 17 eager student from several of Buffalo’s finest companies and agencies.

In case you weren’t one of the lucky ones in the audience, here’s what you missed.

UX vs. UI

Beav started out by helping us realize the differences and interplay between UX and UI. Ideally, you’d want someone dedicated to the visual design, layouts, and typography of UX while another brain concerns itself with the journey mapping, wireframes, and user searches of UI. But not every company has that luxury. So how do you manage both sides of the digital experience to promote good experiences and prevent bad ones? Start by solving problems.

Journey Mapping

To uncover these problems, Beav stressed the importance of journey mapping — thinking about the people, tasks, questions, touchpoints, emotions, and weaknesses — during the discovery phase. It’s a valuable opportunity to reveal significant gaps in the way your client’s business and/or online presence is performing, as well as reveal low-hanging fruit your clients haven’t seen before.

Data Gathering & Interpretation

Dig into the data and implement what you learned in the Google Analytics Skillshop. As you pull out insights, Beav advised you evaluate the site map, change hierarchies, and use the results to design with purpose.

User Interface

Once you’ve identified your direction, Beav led us through how to develop solid wireframes, including layout elements, suggested pieces, and a logical hierarchy. Every client’s online presence presents unique challenges, so Beav guided us through how to tackle them using strategic design.

Frameworks

Even if your style is design for desktop first, Beav reminded us to always think mobile. HIs top tools for responsive and adaptive frameworks? He recommends Bootstrap, Foundation, Skeleton, and Gumby.

Testing

Make sure your website works for everyone involved: the CEO, e-commerce, the developer, the customer, and marketing. Beav urged us to test. Test, test, and then test again. As many times as it takes, A/B test everything. By thoroughly reviewing your website, you’ll be able to refine it to get the best results for your client.

Looking Forward

Where is the digital user experience going from here? Off screen. With the growing prominence of personal assistants like Siri and Google Home, Beav dropped this knowledge bomb on us: 30% of digital marketing will not be on a screen by 2020. Be prepared for that evolution.

Whether you’re contributing to the research, messaging, design, or development of your client’s digital presence, keep in mind these UX/UI tips and best practices for a website your clients and their customers will love.

 

By Lauren Carmer