todd
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The Year of “Will-Do”
About a year ago, I wrote that 2009 could be a lot less creatively challenging for agencies. I warned creatives who got bogged down at every stop, that 2009 was going to stink professionally. However, if they saw possibilities in the limitations, they'd be better as the economy rebounded. I referred to 2009 at the "Year of Handcuffs" inspired by my favorite adage, "It's only in handcuffs that Houdini did his magic."So here we are, 2010. We lived through the unprecedented Noughties. I'm thrilled to Yippee-Ki-Yay that mother-of-a-decade is out of here. Something tells me with the start of a new decade there's aspiration. The ones who'll prosper are the ones who will do whatever it takes to reach a goal.The economy will still make business tough. The communication landscape will continue to fracture with the rise of mass niche media. And we'll keep creating innovative ways to waste time uncovering information we never knew we needed. The challenge for an agency of creative thinkers like Capstrat is to stay fresh and focused. To have both the "will" to acheive and the "do" to get it done.Pandering I know, but I feel like my teammates get that in spades. What a great way to start a decade. -
Another thing that irritates me.
Being a medium-neutral shop, it’s vital Capstrat understands trends in particular media and disciplines. More and more I’ve noticed ad, web, PR and design associations and publications stressing their value over each other. Each claiming the other is dying and (fill in the blank) is the cost effective way to move an audience.I’ve got an idea. Forget the practice and focus on solving your client’s problem. Why waste time holding onto silos that communication disciplines MAY be divided into? Media is complex and getting more interdependent every day. Is the agency of the future destined to dabble in all media or am I totally whack? -
Ten expressions to retire in 2010
I don't know about you, but there are a bunch of things from 2009 I'd love to put behind me.
Here is astarting point. Ten distinct expressions to leave in 2009.
10 "That’show I roll"
9 "In this economic climate…"
8 "Acai–The miracle berry"
7 "Ponzi Scheme"
6 "Side effects may occur"
5 "OMG" or "WTF" spoken aloud. I'm still okay texting these.
4 "Balloon Boy"
3 "Unfriend"
2 "Bailout"
1 "Kardashian"
Any others?
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Just like mama used to say…
…you're judged by the friends you keep.I recently saw that Florida's Judicial Ethics Advisory Committee strongly urges judges and lawyers to no longer "friend" each other on social networking sites.Why?The relationship could create the impression lawyers are in a friendly position to influence judges' decisions.Whether this is true or not, I believe this CYA stance will make its way into the commercial world. In a complex corporate environment often driven by procurement, perception can be reality. I haven’t heard of companies "unfriending" suppliers yet. But, it's bound to happen. -
Digital Suicide
Has your Facebook account gotten a little long in the tooth? Now you can pull the plug on that bad boy putting it out of its misery. Seppukoo.com, named after the Japanese ritual of honorable suicide is intended to liberate the digital body. You can create a customized memorial page in honor of your deceased account, and Seppukoo will even break the news to your virtual friends. Just sit back as Facebook pals blubber on about missing you. Meanwhile, you’re forming a new social network with others who have committed the same (sniff) honorable act.
The best part? Your digital resurrection begins next time you log on to Facebook.
Innovative viral marketing, Facebook rip off or lame waste of time? Discuss.
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"Hey Mikey! He Likes It!"
A particularly persnickety client sent us an email with the famous phrase. While it was a little out of context, it only took me a second to get it. The 1972 Bill Bernbach classic was one of the longest continuously running spots ever aired.However, one of my colleagues copied on the same email didn’t make the connection. Could it be because she is eighteen years my junior?What are the most recognizable commercial phrases from the past ten years? Keep in mind "Got Milk?" is sixteen years old this month! -
The Ad World according to Thirtysomething
If you’re under thirty-five I doubt you’ll get this.The DVD collection of Thirtysomething was recently released. It brought back memories of 80’s optimism. Particularly in the ad world. Boomer yuppies Michael and Elliot start their own agency, play Nerf basketball, fight the battle of idealism vs. commercialism, play more Nerf basketball then finally go to work for ethically-challenged Miles Drentel. Where they long for days of Nerf basketball.Thirtysomething premiered in 1987—the same year my business partner and I opened our agency. Although only in our mid-twenties, we were a lot like The Michael and Elliot Agency. We loved each other. We hated each other, we hugged, threw things, experienced great highs and crushing lows. Then we'd start over again the next day. It was sort of like a Dramedy set on a rollercoaster.So now, 22 years older and probably a lot easier to be around, I appreciate the hope Thirtysomething gave kids like me. That I may have a chance in the world of Fallons, Goodbys, Chiats and (gasp!) Drentels. -
Just Care
After reading yet another bloviator dissect the creative process it finally hit me. And boom! I realized how utterly simple the creative process is.
Just care.
Before rolling your eyes hear me out. The most talented people don’t always make the best creative professionals. But the ones that care the most do.
They care about their client.
They care about creating good work.
They care about their professional reputation.
They care about their job.
They care about their relationships.
After you’ve exhausted other creative gimmicks, just care. Good work will happen.
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Brand Crushes
A colleague shared a theory that we tap into our reptilian brain for buying decisions. The reptilian is the oldest area in the ever-evolving human noggin. Its impulses are instinctual and ritualistic. Over millions of years, more evolved gray matter has been built upon this foundation. This reptilian theory coincides with two main pillars of brand development I've realized over time. First, people buy on emotion and justify it with logic. Second, we're made of brands. They define and unite us. We fall in love with them.
Since love is an "instinctual" need, I thought about the brands I'm passionate about. Here are a few full-blown crushes.
Diet Pepsi: They attempt to court new flames with One, Lime, Cherry and Caffeine Free. I'm loyal to my original Boo.
Lexus: At the risk of being bourgeois I'll admit I love this brand. Everyone I know that drives one agrees. The dealer relationship is spectacular and the car is solidly made. Seriously, it's a mind-boggling experience. They thought of everything…and it goes fast to boot.
DeWalt Tools: They make tools that work perfectly. They're well designed with incredible usability and durability.
Apple: Okay. What creative person would dare not have a crush on Jobs and Company's darling brand? Their products are functionally and aesthetically amazing.
What do these brands have in common? Premium price? Long lifespan? Emotional connection?
Maybe. I believe the companies that make these brands are amazingly in tune with the customers. They know them. They observe them. They flirt with them. Most importantly, they listen to customers to create long-term value. A good brand knows creating a relationship with a customer takes hard work, dedication and relevance to stay fresh. Good reminders for all of our relationships I'd say.
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I’m So Last Century
I enjoy the little TV I watch but the only show I actually stop for is Tosh.0 (http://www.comedycentral.com/shows/toshpt0/index.jhtml) on Comedy Central. Acerbic comedian Daniel Tosh's commentary on Internet buzziness is both brilliant and sophomoric at the same time.
I shared my new favorite show with colleagues. Some had seen the show and loved it. Some not familiar at all. I encouraged them to watch Thursdays at 10 pm.
On Friday I asked, "Did you watch Tosh last night?" A few said, "Yeah, I saw an old episode with Video on Demand. Don't tell me what happened last night." I don't have TiVo or Video on Demand. I would certainly enjoy the convenience. But I also like the experience of waiting for a show. It feels more like a performance.
In my office, current shows like Lost still draw lunchtime discussion. I want that for my show, too! To me it extends the life of the program. Is customized TV one more step away from us talking? What will this do to new scripted TV shows?
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