“Whatever you do and wherever you go, your marketing has got to be compelling, honest, simple, sticky and viral.” That was the message from Paul Kurnit, author and president of Kurnit Communications, to 75 graphic designers, print buyers and Xerox Graphic Arts Premier Partners who attended a two-day Creative Agency Thought Leadership Workshop May 14 to 15 at Xerox’s Gil Hatch Center for Customer Innovation in Webster, N.Y.

Kurnit delivered two presentations during the workshop, including the keynote address, “Branding 2.0h! Blogging, Vlogging and Slogging Your Way Through the New-Media Jungle.” He described the evolution of marketing – from the days of advertiser-owned content including “Hallmark Hall of Fame” and “Kraft Television Theater” in the 1950’s to today’s two-way conversation, in which the audience often controls the content and creates the conversation on blogs, social media sites and in virtual worlds.

Kurnit emphasized that today’s marketers need to be aware of new media platforms — including online advertising, blogs and buzz advertising — and of the conversations taking place on these media, even if their company did not initiate the discussion.

Other presenters at the workshop included Doris Brown, vice president, marketing, Pantone, Inc., who spoke on “Designing With Pantone’s New Goe™ Color System.” Brown described how the new Goe system announced last fall, specifies 2,058 spot colors — almost twice as many as the current industry-standard Pantone Matching System (PMS) — and streamlines the processes for selecting and producing spot colors in both new media and print.

Austin Haines, founder of CL!X Portrait Studios and Andy Cooney, co-founder and vice president of business development, ColorCentric Corp., discussed opportunities in digitally printed photo books and other photo specialty products.