Tuesday, April 23, 2013
Talk by Target's SVP disappoints...
Adler's session was wonderful: he's smart, thoughtful, funny, and he walked us through a visual history of his work - from his humble beginnings as a potter to top designer of ceramics, textiles and now furniture. I wanted to ask him - but they ran out of time and didn't take my question - whether he'd ever do a designer collab with The Bullseye. As you might recall, he did design a festive canister of drinking straws with Pepsi last year for Target. But it'd be amazing for him to create a full line of affordable home decor.
Unfortunately, the session with Target's SVP was disappointing. He basically just ran through a visual history of Target's television commercials. It was fun to see a couple "vintage" ones from the 1970's and 80's, but the ones from the past 10 years are so iconic and familiar that we'd all seen them already. He only briefly touched on Target's other media campaigns, in print and social media, and the significance of the designer collabs to their business. But he offered no revelations on how they select the people they collaborate with or what drives their creative choices.
All in all, it felt like just one big "advertisement" for Target. Maybe The Bullseye is just too protective of their brand to offer any real insights. But that wasn't the case with other corporate speakers - like those from Unilever and BlissWorld - who walked the audience through their creative process and illustrated how they got there.