Lucia Novara

As a Creative Lead on the Creative team, Lucia develops integrated content strategies that deliver business results. Lucia has built content departments from the ground up, won Business Marketing Association and American Marketing Association awards for marketing whitepapers, and written for global brands including Discover, Wyndham, and Virgin America. She is fascinated by the psychology of purchasing behavior and how storytelling can influence decisions.

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

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 publish this baby. You have three days and your budget […]

Case Study: World Market’s Insanely Addictive Email Program

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 about studying a panda-themed chopstick holder that makes things come […]

Where and When to Invest in Interactive Content

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 Decision Tree?” “An interactive Lead Gen piece provides a more […]

A Plea for Value in B2B Content

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 content marketing is facing both a quality and quantity content crisis. TrackMaven reports content output […]