events: 11/18/2009

18 Nov 2009 New York, NY

McKinney Interactive Strategist Becky Minervino told a 300-plus crowd at the IAB’s Ad Operations Summit in New York that digital design must always have the end user in mind.  “Our job is always to design a user experience that has that sweet spot that engages consumers and delivers on behalf of the brand,” she said  on the “Creatives On What’s Working, What’s Not and What’s Next” panel.  She added that sometimes an agency’s greatest challenge is getting clients to align around the best practices for digital communications.  “It’s not about repurposing TV spots for the Web,” she said.  She also gave props to a well developed brief as the best  way to get a clear picture of what  the brand needs  to say, given the consumer mindset.  “A well-defined arena can be the most liberating.”