Behind every successful company is a solid connection to its consumer, and that takes effective marketing. It’s the last legal means to gain an unfair advantage over your competition.
As a card-carrying creative person, I’ve spent my entire career coming up with ideas and connecting great companies with their consumers. There’s never been a time in our lives when we have more ways to connect and deliver a message, tell a story or just have a conversation. The first 100 years of advertising saw companies talk “to” their consumers. It was really just a monologue. Today, we have the opportunity to have a “dialogue,” and the people can participate. How has that changed marketing? Broadcasting has become narrowcasting, facts are quickly checked, and our collective hearts are open to products and services that enhance our lives. The canvas is huge for all of us creative thinkers to paint on, and I love the choices of ways to tell stories. It also gives us the ability to promote human development and do great work that does good. The perfect blend of art and commerce is really the art of marketing.
We’ve never been a more diverse society and that is exactly why marketing campaigns are designed to fit lifestyles, multi-taskers and enthusiasts. For this issue’s cover story, In Business Magazine editor RaeAnne Marsh connected with marketing professionals right here in our Valley whose work can be recognized far beyond our local borders, to share their experience and insights into marketing as a pillar of a business’s operations.
This month’s Legal feature addresses another aspect of marketing, giving readers the legal perspective on endorsements, influencer marketing and liability for misleading ads.
Real estate is also often a central concern for businesses — from where to locate to how to maintain the facility for optimum productivity. A local authority discusses these issues and more in the feature “Real Estate: The Surprising Cost of Inaction.”
Other articles shine a spotlight on the growing phenomenon of flexible work arrangements, challenges of meeting employment needs of the technology sector, risk of fraud in global commerce, and more, as In Business Magazine continues to serve the local business community as a partner in the growth of our economy.
A special section in this February issue is the Meetings and Conventions Guide, the Valley’s most comprehensive guide for businesses planning corporate events.
It is my pleasure to work with the professionals at In Business Magazine to help bring relevant and useful information to you. I hope you enjoy this issue.
Creative Director, President
Louie Moses is the creative director and president of Moses, Inc. He founded his agency in 1984 at the tender age of 23. Since its inception, Moses’s agency has built such brands as Joe Boxer, The Phoenician Resort, Arizona Office of Tourism, America West Airlines, US Airways, Grand Canyon University, Peter Piper Pizza, Nintendo Wii, Shutters Hotel on the Beach, Ubisoft’s Raving Rabbids and Fender.
Moses has won every major creative award in the world, from Clios and London International Awards to Addys and Emmys. Communication Arts magazine called Moses, Inc. the most creatively awarded agency in Arizona. Fast Company magazine called him the “Posterchild for creativity.” And Adweek called the agency “Arizona’s Favorite” in 2013.
Moses has been selected as Ad Person of the Year and Tourism Person of the Year. He is a member of the Art Director’s Club of New York. And Moses’s little garage band, Random Karma, has opened for national bands like The Flaming Lips, Cracker, Roger Clyne, Gin Blossoms and Bret Michaels.