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Joe Grimaldi
Mullen Advertising
President & CEO
Advertising has been described as something that interrupts someone’s attention long enough to be able to sell them something. Fundamentally, you’re imposing yourself – intruding upon someone’s time and finding a way to connect with a passive mind in a very brief period to help inform or intrigue with something that has value to that person. That’s what advertising is. The art relates to the entertainment qualities, which are there to capture interest. The science is in the ability to understand what you’re going to do when you have those two or three seconds of attention. The science involves having an understanding of people and human nature; understanding the qualities of a product, a brand, a category, or a specific offering and being able to frame it properly.
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