As Marlin Network’s creative lead, Tim fosters an open environment with a cross-functional creative team made up of storytellers, technologists and motion media experts. Tim believes in the blending of technology and creative applied to simple ideas that break through the clutter and create real impact for brands. His 29 years in food and beverage branding have earned him plenty of awards, but Tim is most proud of work that works.
There’s an old adage that marketers use, “I know half of my marketing budget doesn’t work, I just don’t know which half.” That was once true. Clients had to rely on agency account directors or creative directors to translate results. Not necessarily the case anymore. In this age of analytics and big data, there are dozens of measurements to tell us what work works and what work doesn’t. But even as sophisticated as our ability to gather metrics has become, there is still no secret formula, no app or algorithm for generating ideas.