• From Evok: Staying Cool Under Pressure: A Lesson in Crisis Response

    May 1st, 2012 / Comments (0)

    It is said repeatedly – planning is a crucial component to the success of any project. It may be the global launch of a new product or a local community promotion, proper execution of any initiative requires preparation. As valid as this statement is, unfortunately, there are some situations one simply cannot anticipate. These unforeseen problems have affected some of the largest companies in the world. So, what separates the successful companies from those that allow crisis to forecast their failure? Crisis management.

    Carefully modulated, one-voice messaging is critical among myriad of audiences during a crisis: press, social media, internal stakeholders/staff, customers, stockholders, unions, and industry partners. No brainer, right? But easier said then done. If and when a situation arises, there are certain provisions that must be taken to resolve the issue, rescue the company’s reputation, or even better, enhance a reputation during adversity.

    Gather the team and maintain perspective.

    Times of crisis can cause chaos and hostility among team members. Leadership must understand this concept. Review the issue and objectives with the team, and remember, to keep an open dialogue among employees.

    In order to properly assess the issue, first one must understand the factors that contributed to the crisis. Ask the following questions:

    • What caused the situation to occur?
    • Who is affected? Consumers? Employees? The community?
    • What is the severity of the issue? Can this be resolved internally or does it have far reaching effects?
    • Has this problem affected other businesses? How did they address the issue and
    • what was the outcome? How does this impact the industry?
    • Do we need additional resources to aid in the conflict resolution?

    Develop an action plan.

    Even with a well-documented and a rehearsed crisis plan, the plan cannot cover every possible scenario. However, with a properly trained team in place and an objective review of the situation, an action plan can be quickly developed. Consider these topics when formalizing the plan of attack for a specific crisis:

    • How can the problem be resolved? Make sure to consider factors such as company goals, audiences impacted, ethics, environmental, etc. What precautions can be taken to ensure this problem does not occur again?
    • What is the best method to communicate with the individuals affected by the problem? Social media? Phone? Distributing a press release? Press conference? Email?
    • As part of the pre-prepared crisis communications plan, tap the individuals who have been designated to manage the various audiences. For example, direct journalists to one central location so they are not receiving conflicting messages.
    • How often should the company provide updates to internal and external parties?

    To give a real-world example, In 2008, an action plan was developed when Orlando-based, Golfweek inserted itself in a racially charged scenario by placing a noose on their cover. To the chagrin of Tiger Woods, he led a charge to have advertisers pull their ads from the magazine– and 70 percent did. But, evok advertising was there to clear a new path for the publication and reclaim their valued advertisers.

    Evok conducted situational assessments with both internal and external audiences (including advertisers), messaging was developed and a plan was plotted for dissemination. Within eight months, press coverage was limited to the golf industry and the agency helped to stabilize revenue putting the magazine on a growth plan exceeding where they started through rebranding, industry and community outreach, and the launch of Central Florida’s first-ever, First Tee Chapter, which teaches youth life lessons through the game of golf .

    Monitor the situation as a group and be decisive.

    A situation can change by the minute, so it is paramount to continue to monitor the situation closely. When making decisions, the staff must be decisive. This is not a time to second-guess the plan. The scenario was reviewed closely based on the available facts. Don’t allow the team to Monday morning quarterback the decisions until after the crisis has passed, and potentially new standard operating procedures can be established based on the lessons learned.

    Managing a crisis isn’t easy for any business. However, by taking the proper provisions, the pain and duration of the discomfort can be minimized, the respect of internal and external audiences can be enhanced, and perhaps even reaching heighted brand loyalty.

    Via this Evok white paper.

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  • The Importance Of Your Personal Brand

    April 25th, 2012 / Comments (0)

    Day in and day out we hear how important your brand is, steps to creating the “perfect” personal brand, how to be a brand “guru” and a ton of other noise. Which takes us to the following question. How do I make my personal brand work? To carry out this feat, we must first take a trip into understanding the importance of your personal brand.

    Your personal brand comes from the characteristics that make you unique in what you do. Take a look at the items that when compared to someone else in your field makes you stand out. If you’re a designer, do you also develop? If so let that be known, if you’re a photographer, do you also offer custom ways in which your client can display their photos? If so, the same holds true. Let it be known.

    In our increasingly competitive marketplace, where average is no longer good enough, we all are charged with doing more. Going the extra mile in helping someone else meet their goals. This is the area in which your personal brand can shine. Instead of setting out with a mindset of what is in it for me, go out there with a passion and determination to offer a solution to a problem or need, by allowing your work to do the speaking.

    It Makes You Resilient

    Often we forget the journey to the point at which we are. To forgot how one gets somewhere, is to forget ones self. Take a moment whether it be once a day or once a week, to look back at how you’ve handled situations in the past, what path you tend to choose and how you can use that experience in making better choices today.

    “Someone was hurt before you, wronged before you, hungry before you, frightened before you, beaten before you, humiliated before you, raped before you…yet, someone survived…You can do anything you choose to do.” – Maya Angelou

    We fail to realize that we’ve been through these things before and most importantly survived. With this in mind however our personal brands shouldn’t just be reflections of times long ago, but should be shared with others as a living example of believing and working towards social change.

    Not one field will carry the save all solution, but if banded together who knows what could happen. So think on how you can band together with someone of another field or even within your own to carry out an idea that will benefit not only just the both of you, but those around you. Once you’ve come up with 5 of these, be sure to write them down. Then just do it.

    At the end of the day reading the latest articles gets you just so far. Apply what you’ve learned and share it with others. This is the only way one can understand and execute on the power of importance within your personal brand.

    The takeaway:

    • Your personal brand is made up of who you are as an individual.
    • No amount of self-help books will magically make your brand just appear in front of millions. Determination and hard work does.
    • Being a hoarder of information will do you more harm than good. Share what you know. Or who will ever know what you can do?
    • Working together with positive minded person will yield positive results. It’s always told that there’s strength in numbers.
    • Stop procrastinating, find what’s important to you and do it with everything you’ve got.

    What are some ways in which you’ve realized the importance of a personal brand?

    Submitted by David Yarde

    About the Author
    Orlando web and graphic designer David Yarde, has over 7 years experience in his field. Primary passion is to create attractive and effective designs for small to medium business owners, to in turn allow then to experience growth and sustainability, while making a difference.

    Visit David Yarde's Site

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  • Agency Insider: Anson-Stoner

    April 1st, 2012 / Comments (1)

    We're starting a new feature to the Orlando Egotist, the Agency Insider. We all know agencies usually have amazing physical spaces. But unless you work at a specific shop, you might never get a chance to see how cool they really are. Until now.

    We'd love to feature your agency. Email us at orlando@theegotist.com for details.

    Company Name:

    Anson-Stoner

    Year Founded:

    Founded in 1983

    Physical Location:

    111 E. Fairbanks Ave.
    Winter Park, FL 32789

    Online Location:
    anson-stoner.com

    Company Philosophy:
    
Okay work won’t work.
    And while we believe every business has different needs and unique goals, our approach remains the same: defined strategy and relentless creativity play integral roles when generating ideas. It takes vision, perseverance, and a love for the business. And sometimes coffee.

    Lots and lots of coffee.








    Our Work

    Florida Department of Health: Faces of HIV


    Windjammer Landing


    Planet Fitness

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  • Acropolis' Top 10 Facebook Timeline Tips For Brands

    March 27th, 2012 / Comments (0)

    We liked this post from the Acropolis blog and they've let us republish it here.

    With the automatic shift to Timeline on March 30th for all brands, we’re sharing our tips for making sure you use the format to your advantage:

    1. MAKE AN IMPACT WITH YOUR COVER PHOTO.
    One of the best design elements of Timeline is the panoramic cover photo at the top of each brand page. Here you can showcase your brand’s personality. But make sure you follow Facebook’s strict guidelines, which prohibit promotional language or calls to actions in cover photos.

    2. IT’S ALL ABOUT VISUALIZATION.
    Timeline now acts more as a brand narrative than a community message board, which is good news for most brands. But it also means you need to change your posting style. Avoid text-only posts as much as possible. Using photos and videos combined with text such as trivia, fill-in-the blanks, caption contests and questions will drive engagement.

    3. HIGHLIGHT IMPORTANT POSTS; HIDE THOSE THAT AREN’T.
    By default, posts will visually fall within one of the two columns of your Timeline. You can now “star” important stories to make them stretch across both columns. This is a great way to highlight your most valuable stories. In addition, you can now hide stories that you feel have little significance.

    4. SHARE YOUR BRAND’S STORY FROM THE START.
    The new milestone feature allows brands to showcase their history from the start. You can add when your company was founded, followed by any other key moments in your brand’s lifetime thus far. For the most impact, share visuals with each milestone.

    5. PIN AN IMPORTANT MESSAGE TO FEATURE IT.
    Brands can now choose a post to pin to the top of their page for 7 days. This is an excellent tool for ensuring fans see content such as a contest or upcoming event.

    6. DON’T IGNORE THE ADMIN PANEL.
    Now viewed at the top of your Timeline, the admin panel gives you access to Insights, new “likes” and fan activity. Plus, fans can now private message brand pages and they’ll appear in this panel. This is a useful tool for taking negative messages off your Timeline. Note, however, that pages can’t private message fans first.

    7. TAKE A PEAK INTO THE INSIGHTS OF YOUR COMPETITORS.
    In our opinion, this is an underplayed feature of Timeline. When visiting a brand’s page, you can now click on their number of likes to access some basic Insights. These include how many people are talking about that brand, their “like” growth, and most popular city and age group. While basic, these Insights provide a quick glimpse into who your competitors are talking to and how engaged their fans are.

    8. TABS ARE NOW APPS.
    A fancy word change, yes. But it means more than you think. First of all, prime app real estate is limited. While you can add up to 14 apps, only 3 will show directly under your cover photo at all times. Designers will be happy, though. You can now create custom thumbnail images, and app width has been expanded from 520 pixels to 810 pixels.

    9. DEFAULT LANDING APPS ARE A THING OF THE PAST.
    You can no longer have prospective fans land on a welcome page. This isn’t all bad news as some have made out, though. If your marketing efforts need to direct users to a specific app, you can drive them to its unique URL. You can even purchase a non-Facebook URL and redirect it to that app’s page.

    10. BRANDS CAN NOW CONTROL HOW CONVERSATIONS APPEAR.
    This is a little known feature of Timeline that Facebook has buried in most of its overviews of features. Page admins can now prevent fans’ posts from showing up publicly until they have been approved. While we wouldn’t recommend this for every brand, it’s certainly something to consider in your Facebook management plan.

    Still not sure what the new Timeline looks like? Head on over to our Acropolis Facebook page to see the changes in action. If you’re still left wondering what to do next, give us a call (407-895-4444). Our social media team would love to hear from you!

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  • How to Make a Better Brief

    March 23rd, 2012 / Comments (0)

    Our brothers at the San Francisco Egotist posted this editorial. We thought it was worth sharing. Read on...

    So in all our time in the advertising world, there's one thing we hear repeatedly - creatives complaining about bad briefs. So instead of listening to you all complain even more, we're decided to do something about it.

    We asked some of the top creatives in SF what to do. We didn't want a bitch session. We were looking for honest, ingenious, creative ideas. And we got them.

    --------------------

    Josh Denberg and Paul Hirsch - Creative Directors at Division of Labor
    When writing a brief, planners should keep one really important thing in mind: Creatives are not as smart as planners. We are dumb. We are easily distracted by shiny objects. Obscure references confuse us. And we didn’t read that book by that guy.

    If you make it in any way complicated, we’ll be confused. Or our egos will kick in and we’ll say, “It’s shit” when really we just don’t understand it.

    So keep it simple. Not simple for you. Simple like telling an 8-year-old how to wash dishes. Simple like helping your stoned friend put a coat on. Simple like giving instructions to the guy at Kinkos.

    Make one point, then repeat it. If your brief gives us a tiny box to work in, we can’t wander off and get lost.

    Marty Senn - Creative Director at Goodby Silverstein & Partners
    There are a couple of things you can do about a bad brief. The first is to remember that it’s an editable document. It can be changed, revised, expanded upon and even scrapped altogether. Go talk to your planner about it. Chances are, he or she sits nearby, is British, and knows more about music than you do. So regardless of the brief, it will be a good conversation. Tell him (or her) that, despite its possible brilliance, this particular brief isn’t opening up creative avenues in the way you had hoped. And then talk about why. Planners actually like talking about these things.

    You also have the option to completely ignore it make something so tear-inducingly brilliant that everyone forgets what the brief was in the first place.

    Best to try both.

    Tyler Hampton - Creative Director at Venables Bell & Partners
    I’ve always preferred the brief to be dry and straight. When planners try to get creative, they end up boxing in the creative. Lots of facts and insights are key, but keep the messaging portion simple and to-the-point. My favorite planners view the brief as a living document. Sometimes the work opens up new avenues, and the brief and presentation set-up can be reworked accordingly. Most importantly, planners and creatives need to work together to figure it out, and both need keep an open mind. If you are not a British planner by birth, work on an accent.

    Theo Fanning - Creative Director at Traction Co.
    1. Make it Brief. As in short—as short as possible. Less is always more.
    2. Actually care. Take the time to write a good brief. No cutting and pasting. No last minute Hail-Marys. Respect your brief and your team will respect you.
    3. Be creative. The more creative the brief, the better the outcome—the brief should be a chance for the planner or strategist or account person to be creative—but not prescriptive
    4. No consessions. If you have to put something pointless or irrelevant into your breif to "make the client happy," don't put that in the version you share with the team.
    5. Put in the Rules. If their are mandatories, guides, or client insights that will help the team stay on course—put them in the brief.
    6. Key Dates. Put in the reviews, presentations and deadlines—not every freaking task on the schedule, but at least the milestones.
    7. Ask a Creative. Have the creative director or creative lead to review it and give input BEFORE you brief the team.
    8. Be Flexible. Some times great work is off-breif, but it is so much better than the brief would ever allow. Don't be married to something that is "client approved."

    Pierre Lipton - Executive Creative Director at AKQA
    Each brief should in some way narrow down a creative’s options in a way that actually feels like the opposite—the creative should instantly feel that the area delineated has enormous potential. If they don’t start scribbling ideas down during the brief, we have failed. This is no easy task.

    Christian Haas - Executive Creative Director at Goodby Silverstein & Partners
    A good brief is insightful, inspiring and directional. It distills a complex problem into a pithy statement and, in so doing, solves half the problem. Getting a good brief is any creative’s dream.

    If you are unhappy with a brief, it’s simple, write your own.

    Good creative directors craft the strategy along with planners in the same way that good planners shape the work along with creative directors. Long gone is the time when the two disciplines could work in isolation. Thank God (or thank the increased complexity of our industry’s problems and solutions, if you prefer). Our jobs are not so different, if you think about it. Both are about crafting original products by bringing unique perspectives. Creative is like planning, just prettier. There’s no reason we shouldn’t work together.

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  • BDW | SXSW 2012 Recap

    March 21st, 2012 / Comments (0)

    Among the thousands who made the mecca to SXSW this year, so too did the grad students from Boulder Digital Works. Here's how they felt when they returned.

    SXSW has turned into a marketing shit show — full of distractions and gimmicks to get you to use, try, or buy a product enough so they can claim to be the “breakout success” of SX. Well, I didn’t see any of those this time around. To me the emerging phenomenon is a cultural one — our steady shift into the Sharing Economy, a place where access trumps ownership.

    I had the fortune of a front row seat in a panel titled “The AirBnB of Everything: The Growth of P2P Markets,” which went quickly from introductions to a full break down of how to build a P2P marketplace. That’s because the always-energetic ‘Start Up’ crowd had packed the room and we were eager to get a hold of any and all insight into what makes P2P markets click. This market is poised for success because it empowers the consumer, merges seamlessly with your online social presence, and helps build community. It’s not changing what you consume, it’s changing how you consume, and that’s pretty powerful.

    -Erik Dreyer, @erikatlarge

    What I took away from my sophomore SXSW:
    1. Three free pairs of sunglasses
    2. Respect for two rooted brands stealing spotlights (i.e. American Express + Nike)
    3. Pleasant reminders that industry idols are occasionally humble humans
    4. Newfound fondness for David Carr
    5. General panel disenchantment
    6. Tempered FOMO

    What it demanded in return:
    1. My non-free sunglasses
    2. My American Express

    -Steve Dolan, @stvdln

    Every choir enjoys a good preaching to, and for this digital advocate, Robbie Whiting’s session ‘We Made This, and It’s Not an Ad’ was a forceful affirmation of the need for a smarter, geekier approach to advertising.

    Whiting’s presentation showcased exciting examples of what occurs at the crossroads of advertising and product development – when ad agencies become production houses. Perhaps most enlightening, however, was not the work from some of the most progressive agencies around, but rather, the enthusiastic responses and interesting questions from audience members not previously in the “choir.”

    -James Quon, @jumboinc

    SXSW was an incredible experience: the panels and speakers were interesting and inspiring, the mixers and parties were jovial and exciting, and the food was delicious and addicting.

    The city of Austin, TX was awesome, especially once the weather cleared up, and those Texans showed me great hospitality, kindness, and warmth. THANK YOU!

    -Kit Hennessey, @kithennessey

    In Austin, I was spit out of an airplane expecting the unexpected. As I tumbled down the rabbit hole, soaking wet at the beginning (it rained a lot), I was bombarded with introductions to the "new" trends, all suffixed with "ify" and "ly."

    If I wasn't witnessing Kobiachi break the world record in eating grilled cheese, I was stumbling into conversations with some of my favorite people in the industry, or admiring the homeless who were swimming in the flood of free food and clothes. My SXSW takeaway was learning more about the numerous players in the tech game, despite their poor presentation skills.

    -Benton Rochester, @im_Benton

    There have been few times in my life where I have been surrounded with consistently excellent content provided by equally excellent speakers. However, there have been even fewer times in my life that I have been defeated by bars. SXSW provided me with those opportunities not just a few times, but everyday, and unfortunately for my liver, every night.

    At SXSW Interactive there were too many open discussions, too many open bars, and too many networking opportunities. But hey, those are my favorite kind of problems.

    Regarding next year’s SXSW, I must quote a greater man and simply say, "I'll be back."

    -Kevin Zengel, @kevinzengel

    With everyone vying for attention, your idea has to be truly unique, original and practical for it to stand a chance. No matter who you are or how loud you speak, only the great ideas stand a chance once SXSW is over.

    -Dan Nelson, @danimalnelson

    As a first timer this year at SXSW I am 110% positive I’ll be back next year. Never before have I been to a place where so many people were eager and open to talking about who they are and what kind of work they’re doing. I didn’t attend a single panel, but instead, traveled around the city going to coffee shops, lunches, and parties interacting and making connections.

    Some of the individuals I had the opportunity of meeting work at Modus Operandi, B-Reel, TAXI, Bitorrent, Short List, W+K, and AKQA. Having the advantage of personally knowing the people you’re sending your resume to when your looking for a career can go a long way.

    -Matt O'Donnell, @odog

    I arrived in Austin, Texas not knowing what to expect. Having spoken to many SXSW veterans I was prepared for a week of mingling, drinking, and panels, and that's exactly what I got. Overall, the experience was like non-other. I met with people in all strata of the digital world and ate and drank like a king.

    I would describe the event as a congruence of people interested in many of the same things, looking to the future of media, and out to have a good time. 2012 will definitely not be my last visit to SXSW.

    -Lee Riley, @leerileydesigns

    As a result of my love for all things involving both digital and physical realms, I absolutely loved the Frog kickoff party. They were using Arduino and Flash to connect two Lightcycles to screens for each player and a larger screen for the audience to view. While that was my favorite event, they also had life-size robot boxing powered by Xbox Kinect.

    Being an avid gamer and never having the opportunity to enjoy any sort of conference or convention, ScreenBurn was a lot of fun for me. I was able to check out around 10 video games - give or take - that have not yet been released. I was also able to demo a $7,000 PC gaming setup with 3 monitors covering my entire peripheral. I even picked up some killer art.

    -Micheal Ladt, @MichaelLadt

    The sound bite from my six-day stay came as I nestled into my seat in the middle row on my flight home. I glanced out the window, then to the woman’s computer perched on the tray table beside me. On the screen was a quote: Stop trying to create the next Twitter and start becoming the first you.

    As a SXSW first-timer, I was wowed by the incredible amount of brainpower camping out around Austin. New apps like Highlight, Vibop 2.0, and Maaii mean smart peeps somewhere are putting their heads together to build useful platforms.

    The icing on the cake, though, was the Jane McGonigals, whose creation SuperBetter uses science and gamification to help folks heal from a variety of psychological and physiological ailments. Or, the Al Gores and Sean Parkers, encouraging crowds to employ technology to “OccupyDemocracy.” Or, the Amber Cases, working to ensure technology becomes invisible and serves humanity (and not the other way around).

    Ultimately, smart people don’t just make apps. They make a difference.

    -Dave Laskarzewski, @70percentcool

    Baratunde Thurston, Director of Digital for The Onion, hilariously discussed the role of technology and satire in transforming the world around us. Programs like The Daily Show and The Colbert Report – though they appear playful on the surface – effectively use comedy to cut directly to the emotional core of very non-comedic issues. And it’s not just in the U.S. that people are using satire to address political and social issues. Thanks to the growing accessibility of technology around the globe, independent political satire programs in highly censored countries such as China, Nigeria and Venezuela have become increasingly popular online. In the end, Thurston said, “change is constant.” So, when government institutions and corporations fail to lead sensibly, it’s these “sacred clowns” that remain.

    -Nathan Igdaloff, @igdaloff

    Despite Pinterest taking the award for "Breakout Digital Trend," it kept a relatively low profile at this year's SXSWi. No Pinterest flash mob. No Pinterest shot girls. No free grilled cheese sandwiches with the Pinterest logo emblazoned upon the bread. The one widely publicized Pinterest event — an interview with co-founder and CEO Ben Silbermann — was actually a late edition to the jam-packed schedule of speakers and events.

    Since our startup is chomping at the bit for Pinterest to release their much-awaited API, you can bet I was first in line. Not literally — I barely got a seat. Of all the talks I sat (sometimes slept) through, this one was by far the most attended. And I knew I was sitting amongst eager ears — entrepreneurs like myself waiting to capitalize on this new social phenomenon.

    -Lindsey Jones, @lindseyejones

    A perfect example of the random wonderfulness that is SXSW occurred on an overcast afternoon in the GroupMe tent across from the convention center. By downloading the GroupMe app in person or showing that you had it downloaded on your phone, one was allowed access to free grilled cheese and beer until supplies ran out. Fantastic.

    The afternoon took a turn for the incredible when we were informed that Takeru Kobayashi, an international competitive eating champion, would be attempting a grilled cheese challenge no less than 5 feet from where we were standing. Moments later we stood cheering in disbelief as 13 grilled cheese sandwiches disappeared in 60 seconds and a new world record was set. Photos and videos from the event could not be shared fast enough via text, Twitter, Instagram, Facebook and whatever else we could think of.

    Was the event inspirational? Possibly for some. Life-changing? No. Adrenaline-pumping? Surely. Memorable? Absolutely.

    -Michael Lanning, @mrlanning

    I wonder if I've missed the boat on SXSW. Don't get me wrong, it’s a blast, but the parasites of tech are starting to swarm. This alcohol-fueled party felt more like a swag fest than progressive endeavor.

    The panels were interesting, but I couldn't help but feel I'd gain more by checking my Google Reader, so I could actually have a chance to reflect on perspectives rather than being immediately distracted by free gear.

    -Davis Godbout, @dmgodbout

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  • Agency Spotlight: Say It Loud

    March 19th, 2012 / Comments (0)

    For those who don't know, what's the story behind Say It Loud?

    Say It Loud was born 9 years ago. The name of the agency was inspired by the James Brown's song. After working in different roles [from Sr AD to working out of my house to Owner/partner] in different agencies around town I wanted to do something still in the advertising/design industry but with a different attitude. I changed my title from Creative Director to Creative Activist. The studio took this "activist" attitude to heart so no one here has traditional agency titles, we are all creative activists.

    How may people does Say It Loud currently employ?

    We have six employees on a full-time basis, but we regularly engage a solid group of talented freelancers when the need arises. It's been a very successful model for us over the past nine years because we can bring in different attitudes and perspectives based on the task at hand. Nobody in this business works alone. When I started Say It Loud it wasn't our intent to get big, just to do good work.

    Who are some of your clients?

    We have a range of clients in both the B2B and B2C sectors. Many of these clients have been with us since the start of Say It Loud!

    What's it like running an advertising agency in Orlando for you?

    It's very masochistic. We put ourselves through a lot of hours and stress sometimes to give the client our best. Some days are great and some days are horrible, but the great ones make up for the others. There's a sense of satisfaction when you know what you put in creatively and what the client got out is equal. It's always interesting and definitely always challenging. Since I like challenges I couldn't see myself doing anything else. 

    On your website you say, "small is the new big". Regarding the agency, what does that mean?

    Clients don't want to fight through layers of people at an agency. They want to talk to the people who can solve their problem. By being small - something we see as an asset - we can act more horizontal and interact with our clients across the board. In the end it means getting to the right people on both sides and creating a better end product. 

    What are the things that frustrate you the most about what you do?

    There's no such thing as job security. You have to work hard every single day to keep clients happy.

    What achievements are you the most proud of?

    My 2 sons. Bar none. For industry people winning a gold pencil at The One Show was pretty impressive, but outside of the industry no one knows what a fucking gold pencil is - so it's worthless really. It makes for a good paper weight. 

    The other is I've always been at a Creative Director level, except for the first 8 years - when I was just learning the industry. It's nice when you can control the creative product versus having to fight a bunch of suits.

    How do you avoid doing spec work or giving away ideas in pitches and proposals?

    No spec work. Ever. Our industry is already tainted with disrespect because of those who do spec work. You would never ask a doctor for a free hernia operation or an architect for free house plans. Same applies to advertising. If clients are not willing to pay for creative ideas from day one, then they will never respect you for your expertise.

    How do you typically approach pitching new clients?

    The answer to this can be as broad as the clients we are pitching to. Some clients have very formal RFP's and we have done our share of those. Most of our wins have come from a more conversational pitch where we try to understand the marketing issues the client is facing and offer them our solutions or how we have solved a similar problem in the past. 

    What's an average day like at Say It Loud?

    Every day is different. I never know what to expect when I walk in the studio. Keeps it interesting. Everyone here has that "extra gear" when the workload gets heavy, but we like to keep an informal work environment. We play all kinds of music. We cuss. We try to have fun. 

    Is there a certain type of project, or aspect of the business, that is your favorite?

    Coming up with ideas is always the most exciting. The concept process. You can come up with 1000 great ideas and once they leave the studio is up to the clients to judge. Most of our best ideas never see the light of day. If the client buys off on a strong idea - it's a great high. There's nothing like dancing around an idea for days and stumbling upon the one you know has legs. Some of the best ideas are happy accidents. Sssshhhh. 

    What was the last ad/campaign that inspired you?

    I love the Allstate mayhem campaign and the current Direct TV spots. Funny stuff. I don't know if it makes me want to get Direct TV, but damn it, I hope they continue the series. ESPN Sportscenter has been very consistent through the years with their creative. The last beautiful TV spot that gave me goose bumps was the Air France TV spot w the couple dancing in the desert - very well done - and a great piece of music from none other than Mozart. Volkswagen is also doing great work lately. A great campaign takes artistic thought just like a painting or a song, if I didn't believe 
    that I guess I wouldn't be in this business. 

    What other local professionals inspire you?

    Anyone who works in our industry and can relate to the struggles we face day-to-day inspires me. It's nice to see great campaigns because I know what it takes to sell good work to clients. Clients who are willing to trust you and take chances are hard to find. We are lucky to have a few in our roster.

    I'm a big fan of Jeff Matz and his group at Lure Design Inc. - they always do kick-ass, beautiful work. And being a closet photographer, I like the work of many of the locals. Too many to mention. Plus I don't want to get my ass kicked if I forget anyone.

    Say It Loud

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  • How To Outrun The Inevitable - Robert Campbell

    February 18th, 2012 / Comments (0)

    There are a lot of agencies out there.

    In China alone, there’s said to be tens of thousands.

    TENS OF THOUSANDS!!!

    However amongst all those – not in China, but generally – there’s a few that have a ‘global’ name.

    Traditionally, they fall into 2 camps:

    Those who are living off their legacy and those creating it.

    Yes, that’s harsh – and there’s a whole host of reasons for it – but that’s pretty much how it feels.

    Of course, these two states are in a constant state of motion … one good campaign can lift an agency from the past to the present and vice versa … however the agencies that tend to have the greatest momentum are the ones that seemingly are continuously creating their legacy rather than riding on their past.

    Now in no way am I suggesting an agency purposefully ‘takes a back seat’ – there are many reasons why that can happen – however the point of this post is that as much as there are many agencies out there who are grabbing a bunch of the headlines right now, there’s 2 that are seemingly always at the forefront of commercial creativity.

    BBH and W+K

    Now without doubt there are some fundamental differences between the 2 companies – some good, some not so good – however the thing I find fascinating are their commonalities, of which a number of them, I believe, have directly enabled them to succeed while others have fallen.

    I should point out that what I’m about to write is my perception.

    The fact is I’ve never worked at BBH and while I know many of the guys there very well – I am still basing my views on observation and here-say.

    And as for W+K. Well while I have had the pleasure of meeting Dan and his senior management team, we’ve not really talked about this sort of thing … most of the time I’m getting bollocked for something.

    But that aside, here are 5 things that have made these agencies so creatively influential for so long.

    1. Consistent Management.

    The guys who run both these agencies have been at these agencies a long time.

    Better yet, they are the people who founded these agencies – so they have a vested interest in maintaining the culture of the place rather than just go after the profit, regardless of the implication.

    That said, they are constantly introducing new people into positions of influence and power.

    Younger people. Talented people.

    People who bring new perspectives and thinking to the table so while the principals of the company will stay the same, the expression of it is at the forefront of the times.

    2. Control, Not Controlled.

    In short, when you own your company rather than a holding company with masses of shareholders, you can control how your company grows and where your company goes.

    Basically, control means you can focus on the longer-term, bigger play rather than purely focusing on hitting the next quarterly target.

    It’s probably the best ad for communism you could have, ha.

    3. A Willingness To Fail.

    Both agencies try stuff.

    Better yet, the want to try stuff.

    There is a reluctance to rest on their laurels.

    This isn’t just because they believe to stick with what you know is the surest way to future failure, but because they are adventurous by nature and they believe great things happen from experimentation, even if on first impressions, the result is not quite what they hoped.

    They also put their money where their mouth is.

    They don’t expect clients to fund their adventures into the unknown, they’ll pay for it … be it in the activities they do or the people they hire.

    For both, failure is NOT trying stuff.

    4. Culture, Not Function

    When I first joined W+K, people talked about it’s unique culture.

    To be honest, I’ve heard this sort of thing before and almost always it’s turned into a crock of shit … because the culture that was there was because of the people in the place rather than the company.

    But in W+K and BBH’s case, I believe it’s true.

    Sure, the people that work there enhance and develop that culture, but there’s a strong philosophical view that permeates every element of both companies.

    It’s not about the press releases or the credentials deck … it’s about their standards … their expectations … their beliefs.

    They actively encourage trying new things … exploring new approaches … not going for the lowest-common-denominator or the category convention … standing up for what they believe in …

    In short, it’s about filling their company with interesting and creative people who share their beliefs [even if they express it in radically different ways], rather than simply those who can perform a specific job function at the lowest price.

    5. Involvement, Not Observation.

    Northern wrote a blog post recently where he said he was convinced the reason older, senior people lose their dynamism and originality is because no one challenges them and they don’t get in enough situations to be told something they don’t know.

    Very true.

    However one thing I really like about W+K is that while the senior guys are ridiculously talented and smart and experienced … they welcome opinion, debate and challenge. From everyone. Literally everyone.

    I remember the first time I met Dan and John and had an ‘out of body experience’ where I saw myself telling, arguably 2 of the most respected ad guys in history a bunch of stuff I think we should be doing.

    OK, so Dan said, “you’re fired” … but he listened and that’s more than many would do.

    The other thing is they are all deeply involved in what’s going on.

    Not in the sense of dictating outcomes or decisions, but being part of the chaos – contributing, listening, exploring.

    Sure that doesn’t happen on every single piece of business on every single campaign, but you’d be amazed how knowledgable about what’s going on. Seriously, you just need 2 minutes in the company of Dan or John or Dave etc and you know that they are absolutely bursting with dynamism and originality, even though by the protocol adopted by many agencies, they should be put out to pasture by now.

    Why are they like this?

    Because they still care. I honestly think it’s that simple.

    They still want to learn. They still want to do stuff. They still want to push boundaries.

    It’s fantastic and I honestly believe that one of the reasons this is the case is because they seek out people they regard as talented and interesting … people who can push them … their colleagues … their clients … and their agency to a different place.

    Not being scared of change or youth or provocation shows people who are very confident with who they are … which for all the ego and posturing that goes on in this industry, is very rare indeed.

    Of course you might think this is all bollocks … and maybe it is, however I can tell you from my time at W+K and my relationship with BBH that I see all this time and time again.

    Sure it’s not always perfect, sure there have been some bad mistakes – but that aside – the fact they have been at the forefront of mass market commercial creativity means they must be doing something right … something few other companies have been able to pull off over 30 odd years which is why I honestly believe these are things we could all benefit from following or learning – whether we work in a company or want to start our own.

    Making money is not hard.

    Being the creative industry darling for a moment in time, is not out of the reach for all.

    However making money while sticking to your principals and being an acknowledged leader in [effective] creativity for 3 decades is, and that’s why W+K and BBH stand out from the crowd.

    While both agencies shun propriety processes in favour of being judged by what they do [rather than what they say they do] … the reality is you can’t ignore how their principals, philosophies and approach have directly contributed and impacted to the work that so many of us [general public, not just adland] hold in the highest esteem.

    Saying “it’s all about the work”, might make a nice headline that people can gravitate to, but a great creative legacy starts way before the brief lands on the table.

    ----------

    By Robert Campbell, W+K's Asia Regional Head of Planning. Reposted with permission. Read the original blog post here (and don't miss the delicious comments.)

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  • Unwarranted Conjecture: Where's the Hoopla?

    February 13th, 2012 / Comments (0)

    It’s 10 PM. You’re at home on the couch, staring at a brief that’s as inspiring as a sack of dirt clods. You sigh and stare down the white bull that is your blank Word doc. Grasping for a shard of illumination, you pull out Crispin’s retrospective tome, ‘Hoopla’. It reads like a compendium of new millennium advertising. Each page sparkles like a semi-precious gem.

    A garter-clad chicken-man subserviently awaits your every whim (minus dick stuff). A dwarfish British motorcar challenges your preconceptions with iconoclastic urgency and hipster idealism. A mute king sidles up beside you with the gift of flame broil and vague threat.

    This is the stuff, you think. This is the kind of irreverent, post-post-modern advertising that transcends the usual Carl’s Jr.-y dreck. Why regurgitate pop culture when you can create it?

    Suddenly, you’re inspired. You’re in the zone. You’re conceiving new worlds: A Tourettic fan boat captain. A country-clutter cutter. A webisode called “Ginger Beard House.”

    Next level stuff.

    Just then the TV seizures and chirps with cheap synths and fluorescent flashing, snapping you out of your revelry. It’s a spot for Old Navy – a Crispin campaign you’re vaguely aware of, but now regard with laser pen precision. A Kim Kardashian clone vapidly sings about her “Super C-U-T-E” jeans while prancing from one choreographed scene to another, instantly darkening your mood.

    Is there a wink to it? Is it meant to be ironic? No. It’s simply the worst of pop culture distilled down to 30 seconds of bubbly saccharine sludge. Ever a glutton for punishment, you turn to Youtube to dredge up some more Old Navy bile. Bad move.

    This time a group of gal pals are at bowling alley singing “Only in My Jeans” to the tune of Debbie Gibson’s “Only In My Dreams.” Your eyes twitch.

    In the next one, another group of girls sing “I’m Wearing a New Blouse” to the tune of Tiffany’s “I Think We’re Alone Now.” Your serotonin ebbs.

    Next, Bootsy Collins churns out boots in a Funnovations factory, because – as the people of Crispin are fully aware – puns are the pinnacle of comedy.

    And, finally, with the onset of “Don’t Jiggle It When You Wiggle It,” you close your laptop in soul-crushing defeat.

    Contemptuous and a little dumber, you wonder what machinations are responsible for such an abomination? Surely, there must be an explanation. So you hit the bottle and devise a few theories.

    Theory 1: Metal Machine Music

    In 1975, Lou Reed released “Metal Machine Music,” arguably the most unlistenable album since the advent of the phonograph. Devoid of melody and rhythm, it’s comprised entirely of over-modulated guitar feedback – like an autistic Yngwie Malmsteen playing a chainsaw. The justification for the album remains a mystery, but you speculate that it was as a calculated backlash to the sycophantic reverence that was thrust upon the Velvet Underground during the 60s. Such rarified air can contaminate. Whether it’s delusions of grandeur or self-sabotaging hubris, Lou’s story was not unlike Crispin’s – that of a meteoric rise and tragic fall (an arc favored by films featuring blow and/or Marky Mark dong).

    Theory 2: The Mentos Method

    Mentos ads were an ugly anomaly. The weirdly foreign, hobo-cheap ads featured an absurd array of life-altering candy consumption that made us collectively shudder. But like depression-era circus pinheads, a freakish spectacle attracts a crowd. Consider Rick Astley’s ghastly resurgence, or those two girls and that cup, or Carrot Top’s physique (which, incidentally, can be attributed to his Napoleon Complex that was brought on by his roundly ridiculed androgynous-prop-comedy-ginger-clowning).

    But you digress.

    You have a hard time believing that Crispin has succumbed to the Chinese model of churning out cheap plastic crap, but the Schadenfreude side of you kind of hopes so.

    Theory 3: Bogusky’s Exodus

    With a creative vision not seen since Lee Clow (and bangs that could shame Kevin Sorbo), Alex Bogusky wasn’t just Crispin’s creative leader, he was the Adonis of Hawking Wares. The Swayze of karate-guy bouncers (and/or ghost pottery).

    And, lo, like Icarus (another ego-drunk demigod), Alex flew too close to the sun. In a desperate effort to rediscover his life’s purpose, he abandoned his agency and retreated to a cabin in the woods, like a handsome Thoreau or a tenor Bon Iver.

    Resigned to grumpy old men status, Sam Crispin and Chuck Porter fell victim to stereotype. Their fleeting attention spans were focused more on the Floridian shuffleboard/smorgasbord circuit than irreverent computer-y advertising. Sadly, their heir apparent, Andrew Keller, dropped the baton in favor of his crimper. And thus the soul of the Crispin machine was vanquished. Not even Ted McGinley could save this sinking ship.

    Whatever the reason for the agency’s creative demise (or hiccup), one thing is clear: If ‘Hoopla’ is the Gospel According to Crispin, then the latest chapter is the ‘Book of Mormon’ – a preposterous sequel in which Jesus Bootsy appears in America to pander to ignorant savages tweens.

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    Chris Elzinga is a freelance copywriter in San Francisco. He is also the founding father of Prudism and Gimpressionism.

    Via

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  • Time Out

    February 9th, 2012 / Comments (0)

    Every day we see on the news how our economy, our country, and our species, globally, is slipping.

    We think globally and act locally. We adopt charities in Africa. We occupy Wall Street. We lift up the common man, worry for the middle and lower classes. And above all, we love resenting, and hating, the rich.

    Then we rush together for the Super Bowl to celebrate the most ostentatious display of wealth, insensitivity and celebrity idolatry imaginable.

    To me, the most glaring contradiction is nothing new to sports and media, just more obnoxious in these times -- having a major car manufacturer give a brand new sports car to the multimillionaire who was just crowned a bigger multi-millionaire. While Detroit is running commercials during the same game that acknowledges, in words and pictures, the Super Real World of joblessness, foreclosures and suffering families in fallen cities, they follow up by giving a brand new sports car to the least needy person in the world. And we scream and cheer. (What?) Even Eli didn't care. Did you hear in the audio track, "Oh Eli, wait! You might want the keys!" Guess how many families could use the car Eli already forgot he had?

    But this year's crowning irony were the two words at the end of Madonna's millenia-spanning spend-a-thon of enormous casts of dancers, soldiers, and cheerleaders jumping across moving sets of chariots, grandstands and marching Roman armies, navigating multiple stage transformations and the additional counter-celebrity who joined her. At the end, they present the phrase, "World Peace." (WHAT?)

    If the Super Bowl was just the yearly ritual of rabid football fans who were loyal, captivated students of the games, I would have no problem with deserving football junkies spending whatever they want to express a love of the game, their passion, the moment.

    But it's not a football event, it's a yearly American reaffirmation that no matter what we say in our self-righteous blogs, our political discussions, and twitter feeds to CNN, we really do love our celebrities, we do love that they are rich, we love mega-productions of epic scale, and we all secretly feel that if we raise a beer to the screen and scream that one day a year, even if we don't know a touchdown from a home run, we count too; I am a part of this bombastic show too; I am in the midstream of what matters most today; I'm part of what my world is obsessing about right now. I can always return to my more-aware, more sophisticated, more critical self tomorrow, and remember that I hate suffering, and therefore the evil money empires that enable it.

    But first, I want to find out how they got those monkeys into those suits! That was awesome!

    ---
    Tom Townsend is co-founder and Chief Creative Officer of Rodgers Townsend, a DDB Company located in St. Louis. Previously, he was Senior Vice President/Group Creative Director at DMB&B.

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