Paul Dozois has been named director of creative services at Advertising Ventures, located in Providence. He works on all aspects of graphic/visual design including creative concept, photo direction, typography, layout and production. He previously was co-founder and vice president of i.d. Group Inc. in Providence. Dozois received a bachelor’s degree from Southeastern Massachusetts University,
currently known as University of Massachusetts Dartmouth. He lives in Sharon, Mass.
PBN: What was your impression of the recent Super Bowl ads?
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Paul Dozois: This year’s
ads were disappointing overall. There were few real “wows.” Only one or two got the room rolling. The purpose of a Super Bowl ad is to get millions of viewers talking about a brand or service the days following the event; I haven’t seen much of that happen this year. To generate that kind of excitement, you need creativity.
PBN: What are some of the characteristics you look for in people that create ads?
Dozois: I look for creative people that are able to solve problems, and identify solutions that are not necessarily too obvious. You need to have a good sense of humor, a flexible thought process, be brave and have confidence in your creativity.
PBN: Do you think smaller advertising agencies, without a large budget, can be as effective, clever or classy as larger agencies?
Dozois: Yes! Small agencies can be very creative and effective. The talent in Providence easily rivals larger cities like New York and Boston.
Small firms have talent, energy and access to the same resources as the larger agencies. These are the main qualities that attracted me to Advertising Ventures.
