My name is Tanya Jacobson and I want to explain why it is smart to hire someone older than your waist size. It means having been there, done that and knowing what to never do again. It means not having to try and act like a grown up, because you are one. It means knowing what it takes to win a pitch and having the skills to develop strong and loyal client relationships. It means knowing when to open your mouth and actually thinking through what comes out.
In my case it means delivering a richer, more rewarding customer experience to oh, 79 million or so others who also just might happen to be older than your waist size and spending upwards of $3 trillion.
Army brat from Tacoma, Washington. Learned to give orders and take charge at early age. Born ahead of twin by 8 minutes. Still always striving to be ahead. And stay there. Mia "soccer" Hamm wannabe with a side of tournament volleyball. Winning as part of a team is everything. Loves clients who give her direction and let her do creative her way. Carbs and clients who don't trust her will be the death of her. Carbs only real threat. Extremely competitive. Loves a challenge. Takes things head on. Can't run a rapidly growing business without that. Shoe shopping's a weakness. Only other weakness is for killer creative. Makes sure all her work is killer creative. Well, and killer branding. Oh, and killer planning. Killer management. You get the idea. Always wanted to be an artist. A flair which only grew in intensity. Sat down at computer and taught herself everything (Computers only had 8MB of ram back then). Makes sense she's a do it yourself kind of gal. Working with great people doing great creative is biggest reward. Any more awards she'd run out of wall space. Dedicated. Determined. Inspired. Savvy…oh get out the Thesaurus. People working with her love her. She gives her all to her clients. Wouldn't you like to be one?
A Fresh Point Of View - Sell more things to more people more often!
'It's what this whole business comes down to – marketable solutions with measurable results that stand out from the ordinary. In a spreadsheet wrapped world, you've got to be accountable. Today's clients don't just like happy endings, they demand them. And you have to, I hate to be cliché, but you have to think outside the box to get them.
What has experience taught me »
• Great creative can't be faked
• Quo never changes anyone's status
• If it's "good," it's crap
• The lure of mediocrity never diminishes
• Make your mantra "I am NOT" my target
• Maalox should never be your beverage of choice!
Graduated high school during a crazy yet colorful fashion era. Tired of playing soccer every minute of every day, opted not to do a soccer scholarship and follow my dream to be an artist. Entered into the Bachelor of Fine Arts program at the University of Colorado in Boulder and quickly found that I had not had enough depression in my life to inspire my art like the other students in the program. Or else they were just faking it. Graduated in four years, for a mere $16,000, oh those were the days.
Moved to West Palm Beach, Florida with my twin sister, where I worked as a graphic artist for Corporate Marketing. Here I taught myself the first version of many of the common industry programs while perfecting paste-up and stripping film. ESSO/Exxon was one of my first big clients. My love for advertising soon became apparent to me as did my need for more income. $15,000 a year just wasn't cutting it in southern Florida.
Took a temporary job with Venue Marketing Group in Riviera Beach, Florida, just north of West Palm Beach. Here I buddied up with one of the first Photoshop experts and learned as much as I could in photo retouch and composition. Working on such projects as Jack Nicklaus Golf Equipment and various country clubs, I began to develop my own style. But like all temporary jobs, this job had to end...but that was ok because my boyfriend and future husband was a great comfort to me. Time to move on.
My boyfriend proposed and I said yes, then he told me we had to move to Houston, Texas, but not until 1998. So with that in mind, I took a job as graphic designer with the Bluegreen Corporation. Knowing I would only be there a year, I tried to learn and expand my portfolio as much as possible. I developed many logos, brochures and advertisements for their vacation properties. And moved in with my future in-laws prior to moving to Texas, that was interesting.
Got a job as an Art Director with Goswick Advertising prior to arriving in Houston. Worked with a great group of people for nearly four years. Really expanded my design skills and ended up taking on more of a senior role as Associate Creative Director. Learned a lot of new printing processes and designed and programmed my first website, which won an ADDY. Most of my clients were national and local homebuilders and developers like Ryland Homes and The Woodlands Development Company...still one of my clients.
Married the love of my life. It's just that simple.
With a burst of the housing bubble in Houston, I took a hiatus from the agency life and tried my hand on the client side as Director of Communications with SurgiCare Inc. a healthcare management company. Besides becoming CISCO certified in networking, I learned how to develop a marketing plan and budget. With a little insider trading going on, the Board of Directors fired the President, CEO and CFO. This was my que to get out and go back to being creative.
I took a graphic designer job with Steward Marketing, a start-up agency in The Woodlands, Texas. This agency consisted of four desks in a one-room office. We grew over the years to a 15 person agency and I soon became Senior Art Director. I developed my skills in not only managing other artists and projects but also in managing clients and accounts. Then in five years of hard work, the President of the company decided to downsize...to one. So Steward Marekting became a one-man show and the rest of us started our own agency.
The other principal from Steward Marketing approached me about starting up a new agency. So Newton Design & Marketing was born. We tried to retain as many employees and clients as possible. I soon learned what it means and costs to be the owner of an agency. Over the next three years we grew bigger, we grew smaller, we all went home. With the high cost of overhead, we made our agency a virtual one. Everyone worked from home and we met once a week at the local chamber or via conference call. Wow, this worked great.
Well, here we are...2013. Recently moved back to Colorado. This made it hard to help manage a company, so I sold my part of Newton and began using my freelance company Elle Creative full time. So give me a buzz, I have a lot of experience, as you can see if you move back through the years. Tour my history to find out.
Over the past 20-something years, Tanya has established herself as one of the more versatile and innovative creative professionals working in the advertising industry today. Seeking to master everything at hand, Tanya quickly immersed herself in the use of QuarkXpress, Photoshop, Illustrator, InDesign, Flash, Dreamweaver, MS Office Suite, HTML, CSS and various other industry applications.
It's not safe with me! Better be safe than sorry...more like you'll be sorry if you do safe. "Safe" advertising doesn't have the confidence to build a business as a unique brand. Or the pluck to punch through the clutter and say something new in a way never heard before. Over the years of creative ideas and concepts for every size and type of client, I've never done "safe." And I've never been sorry...nor have my clients.
From planning to budgeting, managing to presenting, trafficking to billing...I've done it all.
A logo, a brochure, a mailer, a billboard, an annual report or just a door hanger...I can do it all.
New design, redesign, Flash, CSS, SEO, iPad, eNewsletter and more...
it doesn't scare me.
Prolific, innovative, results-oriented creative powerhouse with 20+ years invaluable full-service experience across all channels–online and off. Resilient, flexible and detail-oriented strategic thinker, conceptual designer and hands-on production. Strong photo composition, typesetting and layout skills. Proven ability to lead and develop diverse, cross-functional teams. Consistently delivering solutions that are fresh, unexpected, market moving, award winning and revenue generating.
Advertising is the ability to sense, interpret...to put the very heart throbs of a business into type, paper and ink.
~ Leo Burnett
I think I shall never see
an ad so lovely as a tree.
But if a tree you have to sell,
it takes an ad to do that well.
~ Jef I. Richards
Nobody counts the number of ads you run; they just remember the impression you make.
~ Bill Bernbach
Over the years, I have won my share of ADDY Awards. The ADDY's is the holy grail of awards for anyone in advertising. It represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world.
The Telly Award represents the very best in television, online and corporate video. Being recognized by such an organization that is held in such high regards by the television and film industry is one of my greatest achievements.
The Communicator Awards honors work that transcends innovation and craft - work that made a lasting impact. It is the leading international awards program recognizing big ideas in marketing and communications. The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.
SIAA is the only advertising awards to specifically recognize the achievements of the service industry. Many other advertising awards are dominated by consumer goods, packaged goods and other tangible products. SIAA recognizes the creativity and communication accomplishments of the service industry.
The SIA is the oldest and most prestigious organization that administers an advertising award exclusively for firms with limited billings. Throughout its history, its Creative Award has established itself as a premier arbiter of creative and communication excellence. Using stringent evaluation criteria and blind judging processes, its competitions reward only those firms whose work exemplifies the best in its class.
Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, and emerging technologies. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, web and digital creators and freelancers.
The value of the right image. I color with images. Images which when shown together say something in a way never seen before. Images with heart (emotion, ardor, soul, compassion). Images with presence (buzz, fervor, conviction). Images with teeth (bite, edge, punch, wallop). Images that sell (convince, sway, inspire, compel). Gratefully, there are millions of them and the ability to make your own.
Keeping it Human. Even technology can have emotion. Technology is cool, but it can leave people cold if the message it delivers isn't relevant and doesn't speak their language. I excel at using technology as a springboard to connect with consumers at a gut level, venturing beyond their heads into their hearts where real want and need are anxiously waiting to be acknowledged.
Brief Narrative: After a $130-million ground-up renovation and expansion of the former Lake Resort in Lake Conroe, Texas, French Quarter Hospitality needed to develop an Awareness Campaign to help generate buzz and increase room sales and conference reservations.
Results: I developed an eye-catching campaign that was very well received. This campaign was used in various media including print, radio, outdoor and direct mail, as well as in-house promotions and signage. The resort generated quite a buzz in several industry publications, in addition to international coverage in the UK. The overall success of the first year for the resort and the awareness campaign inspired the acquisition by Nobel House Hotels and Resorts, the first Texas property for the Washington-based hospitality development company. Additionally, the awareness campaign was the recipient of several awards including ADDY, SIAA and Communicator Awards.
Brief Narrative: In the midst of developing the Grand Pines course, Bentwater undertook the task of creating the brand and identity for this new course. After months of trying and version-after-version and agency-after-agency attempting to develop a logo that encompasses this Classic-play, All-green course. The logo they settled on had a typical typeface and basic tree shapes, however, the management team was never that crazy about it. Here's where I come in...
Results: I offered several different options, one of which hit the nail on the head. The minute the management team saw the logo, they were excited and emphatically said "that's it". With a signature style type treatment and a hand drawn, custom illustration of an old fashion golfer, I had embodied the true essence of Grand Pines Golf Club. In conjunction with the logo, I developed an awareness campaign to launch the membership aspect of the club, which was well received and helped sell out the limited memberships in no time. Additionally, the new logo was the recipient of an ADDY Award for logo design.
Advanced Orthopedic came to me because they wanted a logo that would update their brand and properly reflect the quality of care they provide.
It was obvious looking at the groups logo that it was created in the 80s. With it's mauve and teal colors. It made them look old and not current. This was a problem considering they wanted to be known as using cutting edge technology.
Through talking with group, I learned that their logo needed to be hi-tec and athletic in order to reflect the group's goal, while still remaining simple and professional.
I designed a few options, took their feedback, and the ao infinity symbol of the new Advanced Orthopedic logo was born. The orange and purple colors captures both the energy of a high tech athletic audience and the friendly feeling of the Colorado atmosphere. The clean simplicity of the infinity symbol made from the a and o makes it timeless, rather than just current and reflects the goal of each physician to have their patients active always.
'Call it what you like,' said the Cat. 'Do you play croquet with the Queen to-day?'
'I should like it very much,' said Alice, 'but I haven't been invited yet.'
'You'll see me there,' said the Cat, and vanished.
Alice was not much surprised at this, she was getting so used to queer things happening. While she was looking at the place where it had been, it suddenly appeared again.
'By-the-bye, what became of the baby?' said the Cat. 'I'd nearly forgotten to ask.'
'It turned into a pig,' Alice quietly said, just as if it had come back in a natural way.
'I thought it would,' said the Cat, and vanished again.
'I thought it would,' said the Cat, and vanished again.
Alice waited a little, half expecting to see it again, but it did not appear, and after a minute or two she walked on in the direction in which the March Hare was said to live. 'I've seen hatters before,' she said to herself; 'the March Hare will be much the most interesting, and perhaps as this is May it won't be raving mad—at least not so mad as it was in March.' As she said this, she looked up, and there was the Cat again, sitting on a branch of a tree.
'Did you say pig, or fig?' said the Cat.
'I said pig,' replied Alice; 'and I wish you wouldn't keep appearing and vanishing so suddenly: you make one quite giddy.'
'Is that all?' said Alice, swallowing down her anger as well as she could.
'No,' said the Caterpillar.
Alice thought she might as well wait, as she had nothing else to do, and perhaps after all it might tell her something worth hearing. For some minutes it puffed away without speaking, but at last it unfolded its arms, took the hookah out of its mouth again, and said, 'So you think you're changed, do you?'
'I'm afraid I am, sir,' said Alice; 'I can't remember things as I used—and I don't keep the same size for ten minutes together!'
'Can't remember WHAT things?' said the Caterpillar.
Beyond title envy. I've been called everything – Creative Director, ACD, Art Director, Graphic Artist, Creative Genius, temp, input monkey and even Tammy (my twin sister's name). So you can call me whatever works for you. What matters most to me now is an opportunity where there is true respect for creative, an environment that thrives on passion and risk, and management that recognizes the infinite worth of laughter.
Everything about me begs to be used. I've designed everything from door hangers to car wraps, :15 commercials to long format videos, tv, print, radio, online, mobile and everything in-between. Neighbors business, small shops, large corporations...
I've designed literally hundreds of ads from concept to completion. In all shapes, sizes and colors.
I've lead, branded, positioned, mentored, inspired, educated.
I do it all. And I love doing it. What can I do for you?