What A Digital Creative Director Thinks of Hats
And Big Data.
Every day, our Digital Creative Director, Chris Vandette, walks to work. With headphones in his ears and a hat on his head, he finds clarity, and sometimes inspiration, on his walks through the Chicago city streets.
Everyone has a thing. Whether it’s trendy shoes, cool glasses or fancy belt buckles, everyone has that one article of clothing that identifies them. For Chris, it’s hats.
Chris began collecting hats when he moved to Chicago six years ago. They began as protection from the brutal winds of the frigid winters. It wasn’t long before people began associating the hats with Chris. Supposedly, we’ve only seen a fraction of his collection, so we’re excited to see what other hats he brings to Trisect.
Chris’ favorite hat is this flat cap featuring a monkey skeleton. Not only is it an awesome hat, but “it fits my face perfectly” (his words, not ours).
One hat that you probably won’t see Chris wearing is a black suede fedora that came from his grandfather. This hat was designed by a company that closed nearly 40 years ago. The most important part of this hat is not its style, nor how fancy it is, but the sentimental value behind it.
In advertising, trends change every day, every second really, and it’s important to have the ability to react to these changes. Many of these trends are often directly related to shifts in the industry. It’s hard to predict exactly what these shifts will be or where the advertising industry is going, but Chris believes that there is a movement toward “data integration” or “big data.”
“People talk about big data, but what does that even mean?”
When most people have no idea what the hell that means, Chris puts it very simply with this old adage — “Right person, right place, right message.” Data has allowed us to find the right person, and the right place, but to date, we haven’t been integrating it with creative concepts to craft the right message.
“In the past, we’ve been very focused on finding the right person in the right place, but that thinking hasn’t been integrated into the message.”
The future of the industry is about understanding the individual behind the data. Each person has their own unique touch-point. Data can tell you that one person likes to ride his bike on the weekend, but it can’t tell you why.
The next step is about finding the right balance between how and why a touch-point exists, and finding that person when they want it most. That’s what Chris is here to do at Trisect, and we’re excited to have him on board.
Stay tuned as we continue to explore the people that make Trisect so unique.
-This has been a Between Two Interns update with Ryan Parker and Max Braun
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Trisect is an Independent advertising agency with over 140 people across our two offices in Chicago and Los Angeles. Simply put, we are a change agency. As one of the country’s fastest growing independent shops, we help brands navigate a constantly changing marketplace, adapt and win. We listen harder. Collaborate better. And infuse business with exhilaration.