Westchester Ad Man Adapts To Evolving Industry

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Christopher Paul works on an advertisement for Coffee Labs Roasters of Tarrytown.
Christopher Paul works on an advertisement for Coffee Labs Roasters of Tarrytown. Photo Credit: Contributed

MAMARONECK, N.Y. – Mamaroneck’s Christopher Paul has adapted to what he calls the “technology shake up” in the video production and advertising world in the last decade by adding website design to his Mamaroneck-based production company’s offerings.

Paul launched Creative Content in 2012 to produce commercials and advertisements. In 2013, he realized his clients, like Bar’Lees in Mamaroneck and Maggy Spillane’s in Mount Vernon, also needed quality websites.

“We kind of fell backwards into doing websites,” Paul said. “We just filled a whole that our clients had shown to us.”

With high-quality technology getting cheaper, Paul said that “if you haven’t adapted, you’re a bit of a dinosaur, and it’s either adapt or die.”

To promote the additional service Creative Content has built websites for free for the Greater Sleepy Hollow Tarrytown Chamber of Commerce, and the Chappaqua-Millwood Chamber of Commerce. The latter went live a few weeks ago and its president, Nancy Shenker, said it’s her organization’s first website.

“Part of (Creative Content’s) business development strategy is to give chambers a website and, in exchange, (Paul) gets exposure to our membership. But it was a very generous gift,” Shenker said.

Lowering equipment costs has lowered the overhead costs for production companies during the last 10 years, which Paul said has allowed him to pass on some of the savings to local clients, like Captain Lawrence Brewing Company in Elmsford and Westchester MMA Fitness in Mount Kisco. Both have had commercials made.

“For us the formation of the company was the realization of, ‘hey, there’s a whole market here that’s thirsty for content and hasn’t been able to afford it,” Paul said. “We can offer very nice quality images that can compete with international brands and the market.”

Creative Content's client list includes national names like Budweiser and Coors Light and local names like Coffee Roasters in Tarrytown and Rani Mahal Fine Indian Cuisine in Mamaroneck. 

Paul has produced hundreds of national commercial spots during the last 25 years and likes a challenge. That is what Jack’s 99 Cent Store in Manhattan gave him when it asked Creative Content to fill a unique digital billboard with three new ads every two weeks for six months.

“So, it’s this long thin strip, almost like a cigarette and creating content for that is a welcome challenge because the creative process really starts with your first limitation,” he said.

Paul welcomes more challenges, which he said "really get the creativity flowing."

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