Marjorie NOVOTNEY

Creative Director | THE MARKETING STORE

From Chicago IL, Marjorie Novotney is a Creative Director for The Marketing Store, a global customer engagement agency. Specialized in creative work for Retail environments, she is fascinated by the motivations that drive consumers, new technologies that impact the retail experience and the benefit to the consumer. She believes in honing craft, clarity of messaging and beauty in the execution.

 

questionnaire

What was your very first job? 
My very first job was working at the local library. The main task was re-shelving books for hours on end. I had the Dewey Decimal system memorized.

Please describe, in your own words, what your job is and what work it entails.
I work on a large, dedicated brand team that does the Retail work for McDonald’s. I am responsible for overseeing a handful of art directors as we concept & design for national campaigns as well as local testing initiatives. Day to day work entails concepting, designing, art directing photoshoots & retouching, film shoots and motion design. We’re always looking for ways to innovate around the retail experience for our customers and increase brand affinity.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?
All through childhood I remember creating with my hands…from crafting, sewing, building, drawing, painting and playing music. I attended a liberal arts high school that offered a variety of art classes, so I had the opportunity to focus on art & photography early, before deciding what to study in college. Becoming a graphic designer seemed a logical way to make a living by being creative, and so far, that’s turned out pretty well :)

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
I think I’m often inspired by the things I experience in an abstract way…it will be the smallest detail of an image I notice, or the interaction of text and image in a spot or a feeling from a piece of music.  Relevancy is about knowing/researching what’s influencing your audience here and now and creating something that’s beneficial to them. Occasionally, I like to attend creative conferences, in person preferably, as it’s energizing for me to to hear others’ stories, be immersed in them without distractions and learn from them. 

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?

Feeling a bit nostalgic these days, with the current COVID situation… 

One of the projects that I am very proud of was also one of the first that I was the lead designer for - a Happy Meal promotion, which involved designing the Happy Meal box itself, a dimensional Toy Merchandiser and the Retail POP for the movie property, Surf’s Up. It was produced for 13,000+ McDonald’s restaurants across the country and seen by millions of people. It was such a great experience in that I made a huge leap in learning, expanding of my skillset, and overall (needed) confidence in myself with that one project, and it set me on my road for my career.

Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)
The vast majority of the work we commission is photography and videography. I am most interested in seeing more social, experiential, cgi, and animation with the hope to understand how other teams are using these mediums to express their ideas and influence their audiences.

 

jury

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