If you’ve been following along with us, you’ll know how crucial we believe the “A-ha Moment” is when developing a successful marketing strategy. 

That single moment of clarity can be the spark that makes your product launch not just good—but unforgettable.

At Mortar, we use a simple 5-step framework to help teams like yours uncover that A-ha Moment and leverage it to engage your audience. 

Step 1 –

Lay the groundwork in a workshop designed to bring out your team’s best insights.

Here’s a sneak peek at what we do:

1. Start with the Market & Your Team
   Review the market, talk to key stakeholders, and conduct one-on-one interviews with your target audience. Then, gather your team for a workshop aimed at finding that one, powerful insight that’ll make buyers say, “This is exactly what we need.”
2. Get Creative
   Use techniques like Edward de Bono’s 6 Thinking Hats or role-playing exercises (imagine your CEO pitching as if they were the head of your biggest rival!). These methods spark the game-changing ideas that set you apart.
3. Chase Alignment with the Postcard Exercise
   Before wrapping up, ask everyone to write a “postcard” to their target audience, focusing on what makes them unique. This simple exercise clarifies the approach that will resonate most.

By the end of the session, you’ll have the insights you need to identify your A-ha Moment. And trust us—this process works. 

We’ve seen it redefine entire categories, like helping a leader in classroom hearing evolve from Soundfield Systems to Active Learning Systems.

If you’re ready to make your next launch unforgettable, let’s connect. we’d love to help you create a campaign that’s powerful, deliberate, and designed for maximum impact. 

In honor of AIDS Is Not A Crime Awareness Day on February 28, we thought we might share the Manifesto we developed during our rebranding of the SF Aids Foundation.

The launch of Varian’s Ethos ™ therapy today marks Mortar’s fifth foray into machine intelligence* this year.

We kicked off 2019 with Cloudability and machine learning (ML) in the cloud. Apptio snatched up Cloudability earlier this year.

We featured ExtraHop’s use of ML to stop threats outside the corporate firewall in their 2019 campaign. (See the Rise Above the Noise video here).

Our friends at global hearing aid giant Phonak (the parent of Mortar’s client Advanced Bionics) built AI into their new Marvel hearing aids, delighting the hard-of-hearing (the sound from the new devices is apparently incredible!) and resulting in a massive spike in earnings (and, of course, exciting implications for Cochlear Implant recipients—but we can’t talk about that yet. More on that in a future post).

Our most recent project, e-commerce disruptor CommerceIQ is built around using AI to unify Advertising and Sales on Amazon.com.

Of Sunday’s launch of Ethos ™ therapy, Varian said their innovation “marks the moment when artificial intelligence and adaptive therapy combine to create the world’s first application of Adaptive Intelligence”. Varian goes on to say their breakthrough will “inspire healthcare professionals worldwide to reimagine cancer care”.

It’s not quite the mean, machine-driven apocalypse that James Cameron presented in Terminator. But hey, there’s still time.

From the cloud to advanced hearing loss to empty shopping carts, and eliminating cancer, we’re hoping machine intelligence can continue to make our lives easier and yes, maybe, curb suffering. 

Wanna be a part of it? We’re hiring.

* At Mortar Machine Intelligence means the various flavors of machine learning (ML) and artificial intelligence (AI). And yes, dear readers, although we know that you know that we know there is a difference between the two, confusion about the difference is undeniably rampant.

Expanding client work and a host of new business wins have created the need for a whole raft of creative talent (raft being the technical term for a group of creatives — like murder of crows).  If you’re a whiz with words (triple alliteration word score) or pictures we’d like to talk to you. Read on for more…

Senior Copywriter/ACD

We are looking for a Senior Copywriter/ACD with 360° capabilities: a conceptual thinker and skilled writer who can shift seamlessly between all media: print, digital, outdoor, broadcast/video, experiential, radio, interactive, etc. You’ll work closely with our Executive Creative Director and partner with art directors and designers, as well as our strategy, account, and new business teams.

You will be responsible for helping us move people through marketing that shapes the intended reaction (we call them A-ha moments) to our clients’ products and services. You’ll need to know what customer emotions to play into, how to trigger those emotions, and how to bring that to life through words in a way that’s not only new and engaging, but solves our clients’ business objectives.

Core Responsibilities:

• Develop creative concepts for integrated brand initiatives and campaigns that crystallize the strategic marketing decision
• Write and edit compelling copy in all forms—from detailed, long-form brochures and topical social content, to digital banners and captivating headlines and taglines
• Work effectively with all Mortar teams to develop copy that clearly meets the given brief and client objectives
• Ability to manage and jump between multiple ongoing clients and projects—from concept stage through to completion
• Possess a strong point-of-view and ability to contribute to the creative and strategic development of a concept
• Prioritize workload, and deliver exceptional creative on time
• Collaborate regularly and effectively with account managers, strategists, and new business teams—we’re no fans of department walls here

Required Skills and Experience:

• A portfolio that demonstrates exceptional creative thinking and copy in a variety of industries that spans traditional, interactive and beyond
• Minimum 8 years of experience in the advertising/branding industry
• Experience with B2B, technology sector, and/or medical product marketing a strong plus
• Excellent presentation and deck-writing skills
• Work effectively with other departments to meet deadlines and solve clients’ challenges
• A self-starter who can proactively manage time and prioritize workloads
• Meticulous with details, quality and grammar
• Extremely strong conceptual abilities
• Mastery of Microsoft Office and Keynote; you should be Mac-friendly

To apply for this position, send your resume, cover letter and portfolio link to: iwanttowork@mortaragency.com with the subject line “Senior Copywriter.”

Sr. Art Director/ACD

We’re looking for a Sr. Art Director/ACD with 360° capabilities: a conceptual thinker and skilled designer who can shift seamlessly between digital design, broadcast/video, and traditional print media. This leadership role will also require you to be an inspiring and attentive mentor to Mortar’s creative team. You’ll collaborate early and often, working regularly with our strategy, account, and new business teams.

Core Responsibilities:

• Develop creative concepts for high-level, integrated brand initiatives and campaigns that crystallize the Strategic Decision and drive the A-ha moment
• Conceptualize and design campaigns and executions across digital, broadcast, experiential, and print media
• Provide clear creative direction so designers can execute on your vision
• Manage multiple ongoing projects from concept stage through to completion
• Work with outside vendors: developers, photographers, production companies, etc.
• Be able to generate interesting and viable ideas across all existing and emerging media, whether that’s direct mail or Snapchat
• Participate in new business pitches
• Provide quotes for time and resources when new projects come in
• Be a true team player who works well with clients and Mortar internal departments. We believe good ideas can come from anywhere and anyone

Required Skills and Experience:

• A portfolio that demonstrates exceptional creative thinking as well as superb art direction, graphic design, and typography skills
• Minimum 8 years of experience in the advertising/branding industry
• Proven ability to execute traditional print design, experience design, and information architecture
• Works effectively with other departments to meet deadlines and solve clients’ problems while overseeing creative staff
• Can proactively manage time and prioritize workloads
• Must know Adobe Creative Suite like the back of your stylus-wielding hand (mouse-wielding hands ok, too)
• Effective deck-writing and presentation skills
• Proven ability to lead and manage a creative team
• Strong verbal and written communication skills

Bonus points for:

• Motion graphics or video editing experience
• Knowledge of AfterEffects, HTML, DHTML, CSS, Actionscript or jQuery

To apply for this position, send your resume, cover letter and portfolio link to: iwanttowork@mortaragency.com with the subject line “Senior Art Director.”

Production Designer

We are looking for a Production Designer to create and support the visual design and production of our print and digital deliverables.

Responsibilities:

• Design and execute campaign assets across digital platforms like ad banners, website mastheads, social brand assets (basic animation or video editing a plus) and print production materials, including tradeshow, direct mail, magazine and brochure layouts
• Set up documents, templates, and finished artwork, properly preparing files for production
• Review documentation to ensure files meet template and spec requirements
• Work with vendors and supplied specifications to create pixel-perfect and print-ready final assets
• Religiously follow and implement brand style guidelines, producing consistent and compelling designs
• Proofread artwork for design and copy errors
• Meet deadlines while juggling many projects and priorities simultaneously
• Be a true team player who interacts and collaborates well with peers, supervisors, and clients

Required Skills & Experience:

• 2-5 years of graphic design production experience in a production heavy environment, such as agencies or large in-house marketing department
• A portfolio that showcases excellent design production skills in both print and digital media
• Proven success working in a fast-paced, high-pressure environment
• High proficiency in InDesign, Illustrator, Photoshop, Keynote, and Microsoft Office. Adobe AfterEffects, Premier, or Animate are a plus
• Ability to take direction from leadership and incorporate feedback
• Skilled in prepress, file preparation, digital file transfer, and printing techniques
• Proper file management and impeccable attention to detail and accuracy
• Superb organizational skills
• Ability to manage time efficiently and to work independently

To apply for this position, send your resume, cover letter and portfolio link to: iwanttowork@mortaragency.com with the subject line “Production Designer.”