Lucia Novara

A Dash of Creative and a Pinch of MarTech Makes For One Very Successful Interactive Holiday Email

Ah, the agency holiday card kickoff. The directive is always the same, “We want something totally off-the-wall, Big Concept, with bleeding edge tech, that will blow away our clients, and make X Competitor scratch their eyes out with envy. AdWeek should be begging us to...
Lucia Novara

Case Study: World Market’s Insanely Addictive Email Program

Here’s a dirty little secret. When I’m stressed out (like stomach burning, hostage-taking, crying and laughing at the same time stressed out) the only thing that really calms me down is slowly browsing ceramics at World Market. Forget tai chi, therapy or tequila, there’s something...
Lucia Novara

Where and When to Invest in Interactive Content

We had a great conversation here at ID the other day. Two creatives were talking through a campaign structure and The Tech Guy stopped us in our tracks: “Why is the interactive piece in Lead Generation, not at the third nurture touch, where we have a…

Lucia Novara

A Plea for Value in B2B Content

Let’s start this off with a movie trailer voiceover: “In a world drowning in data, one millennial is taking a stand against meaningless content. No capabilities slides in webinar’s clothing. No infographics without info. No mercy!” I’d watch it. B2B marketing is facing both a…