Life on the Edge can be a scary proposition. Especially if you are trying to build a brand or deliver a message that people will recognize, connect with and support. That is why water is the perfect metaphor for the creation of River’s Edge Creative, a full service marketing, advertising brand building tour de force. Water seeks the path of least resistance and finds its own way in a deliberate, relentless, beautiful collaborative process. In advertising, the process should follow these same ideals; beautiful, organic, free flowing, deliberate and relentless. River’s Edge Creative is my creation. I am Greg Daughtry, a 40 year film and television veteran who has worked eye to eye and shoulder to shoulder with some of the most innovative creative thinkers and brilliant minds in advertising. I’m proud to say my mentor Don Jeffries was one of those people. I was blessed to be able to work side by side with him for many years. I listened a lot. I asked a lot of questions. I learned, a lot. I’ve also forgotten a lot. But, one theme Don taught me that remains with me to this day, is more often than not, the simple ideas are the ones that truly resonate with a given audience. Through my production company, Tuscarora Films, I’ve worked with 500 person ad agencies on Madison Avenue to one person shops operating out of the spare bedroom. I have always paid attention, done my homework and attempted to make concepts better. That’s a recurring theme I have heard throughout my career. “You made the concept better.” From Fortune 500 companies and million dollar budgets to the local barber shop owner who’s willing to barter for a cut, style and shave, I want your advertising, marketing or corporate message to be the best it can be. The 4 great ‘ates’ of advertising serve as my mantra. Create, Captivate, Resonate, Motivate. Simple right? Just like water flowing down a beautiful mountain stream as it effortlessly finds its path.
