caffeinated blog

Edelman Discovers "3rd Communication?"

02.16.10 12.50 PM

Edelman Public Relations recently hired BBC newsman Richard Sambrook as their first Chief Content Officer.  http://adage.com/agencynews/article?article_id=142121

While the job description remains a vague 'inbound communications,' Sambrook nicely sums up his role by saying, "We're trying to create a third way for ourselves to communicate.  The first way was always mainstream media.  The second was social media and the third will be companies themselves."  Apparently he will oversee the clients' unfiltered development of their own brand story in their own words.

Hmmm.

Isn't that the same as any of the marketing a client produces in-house?  Wouldn't a corporate website or point-of-sale piece constitute use of a 1:1 "inbound" message perspective?

I consider myself a relatively learned man in my field, yet this terminology seemed foreign enough to me to do a little research.  (Here is the best quick overview of the segment:  http://inboundcommunications.com/)  Nevertheless, it begs a single... ummm... somewhat silly question:  Why would the way you talk about yourself to people seeking the conversation be so vastly different than the albeit contrived and prepared messages that you put on the marketing communication track?  I'm not being flip or rude, (intentionally,) but really?  Would Pepsi call themselves the choice of the old generation and adopt pink and yellow as brand colors in inbound material?  Would Geico replace the Gecko with an aardvark?

The only strategic rationale I could surmise about creating inbound messaging as a separate discipline would be the assumption that the levels of brand awareness are quantifiably very different between those you market to, and those who "come to you."  But even then, this would assume that consumers never wonder into new aisles or query corporate sites to do research before their purchase.  The theory just doesn't fit standard consumer behavior.

So, I sadly resort to the thought that maybe Mr. Sambrook and the like will help boring, overly-professional and stilted corporate kool-aid be even more boring, overly-professional and stilted.  Everybody will now have hours and hours of lovely YouTube crap and endless maps of bureaucratic online B.S. for that special "inbound" customer.  Anybody remember why consumers are running away from other forms of media to begin with?  Anybody??   Bum job man, bum job.  Too bad, because I do love the BBC.

-Nick  

Twitter makes my head explode.

02.04.10 09.39 PM

We have an interesting theory about Twitter, that you should look into for yourself.


The majority of the people Tweeting are either extremely attention-starved, (that makes sense, since narcisism is a key social media ingredient,) or they are PEOPLE IN THE MARKETING INDUSTRY.  Yes, my friends... there is a mutton-chopped wizard behind that curtain and it is our agency and industry brethren.  BOO!  Why?  Well, when in an already difficult time for marketers as we see the rise of these false profits penning "Top Ten Twitter Tips" and "5 Ways to Effectively Twee Media," we start to get pissed off.  The truth is, the machine seems to be keeping this silly format alive in its own way, but also contradicting the point of new media vehicles as a whole.

I'm just as guilty, boys and girls.  Early last year when America was becoming Twitter-pated I too, fell prey.  I built Caffeine a "Twitter Activation Guide" to better arm our clients with this important new magic wand of marketing.  Complete with the same bulls#^! counsel and rules spewed by the Deb Freys and Danny Browns, mine is a three page strategy that reads like the Miss Manners workbook, and is about as effective as a coloring book.  Unless you're in the industry, that is.  You see, industry folk tend to look for other industry folk on Twitter.  Like a roaming pack of soon-to-be extinct Brachiasaurus, they follow their own herds and tell little-minded CMOs that the number of followers you have represents a new qualifier of influencer status; that a couple thousand B-agency personnel will be emotionally moved to brand loyalty by your 140-character RSS stream among the other 600.

Twitter is a NEW media device, you goofballs.  Social media should be every media.  See, there was an ancient time when communication was actually a dialogue of messages between senders and receivers.  Then in the late '70s or so, the industry lost its way to a place where greater reach and frequency metrics literally had marketers believing that the number of times you beat something over your customers' heads translated to sales.  Brands began pushing messages out when the best messages are pulled by consumers.  So what you need isn't a Twitter strategy as much as a messaging strategy, dear brand manager.  And the best messaging strategy is always a story that begs to be shared.  (And Tweeted.)

But I'll remain in the nosebleeds of Twitter for a while longer, rest assured.  Every so often we do dive in with dinos.  Let's face it, there's a right way to use it, and there are people there.  (Even if most seem to live in Hollywood or work for companies like "Online Insights" or "Networking Nitwits.")

-Nick  

Change you can believe in

01.19.10 08.30 PM

...actually, the better title to this is probably "you can (always) believe in change."

I'm sitting here watching the returns on the Massachusetts Senate race as the little state 'sends the Democrats a message,' by electing a Republican.  My, how the tide has turned in a nation that voted for Hope and now slathers the president who became synonymous with that word with a 35% approval rating.

Similar is the idea of a "social media agency," according to a great Adweek article. http://www.adweek.com/aw/content_display/news/digital/e3id3e0b71b5f1a6df478db279267b9ce89

Just over a year ago, we began seeing a reinvention of the marketing industry as clients and agencies alike scrimmaged by the technology giant that kicked over our anthill.  Literally.  We scrimmaged.  Everyone started using this term "social media," exposing the stupidity of our communication tactics for the past sixty years... the broadcast-heavy pushing messages down to consumers and running on to the creation of the next one.

All media is social, eliciting a transaction between brands and customers that begins emotionally and hopefully leads to the register.  The people who have been lumping online social communities with other channels and tactical buckets are idiots.  We've watched this thing erupt like the great land grab.  "Look!! there's oil!"  "Gotta have a Twitter account because... well, because."

So why on earth would you hire an agency that claims to specialize in this?  Wouldn't you hire an agency that understands how to create that emotional transaction?  Come on.  Social media specialists?  Can you fog a mirror?

-Nick
   

Kmart's still wrestling.

01.07.10 02.47 PM

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Recent talks with a client prospect who is essentially creating an athletic franchise from the ground up has me Googling things like WWF and MMA, like a violent-hearted teen or spectator on the Nascar off-season.

For the second consecutive year, it looks like America's blue light special headquarters is continuing what has to be an amazingly expensive licensing agreement with the WWE.  (http://finance.yahoo.com/news/WWE-And-Kmart-Rumble-with-bw-3581201192.html?x=0&.v=1)  

The "Rags to Riches" promotion is basically a store in a box meets end-cap combo platter that pushes all sorts of WWE junk for a chance to win a trip to Wrestlemania XXVI.  (Okay, as I'm looking to find my Junk Yard Dog action figure, I feel really old.) Amazingly, the size 13 slippers available in both stores AND at www.kmart.com/wwe would insinuate that there are grown men out there still jazzed enough to scare their kids.  

But as I think back to my Saturday morning cartoons and all of the Hulk stuff in the '80s... hell, I was into it.  The stories that propelled those franchises were so dramatic.  Of COURSE I ran over to the giant custom shelving with Rowdy Roddy Piper's full-size body glowing under the halogen and the opportunity to own a turban like the Iron Sheik.  Who wouldn't?

It's nice to see that the energy behind these franchises can come to life between aisles 13 and 14, and while it won't inspire me to step into a Kmart after almost as many years, it probably will for somebody else!

-Nick 

Top PR Blunders of 2009

12.30.09 09.02 PM

In a traditional rat-race of list compilation, top 10s, special episodes and intern-developed segments compiled specifically for all media content between December 26th and New Years Day, one such non-surprise is the Huffington Post's recently published "top PR blunders for 2009."


www.huffingtonpost.com/rich-robinson/top-ten-pr-blunders-of-20_b_391430.html

The one surprise for me however, is that each of the incidents recited in this walk down a socio-political memory lane are not public relations blunders as much as events during the year that resulted in overwhelmingly negative public opinion.  Serena Williams' outburst was heated emotion gone awry.  Tiger Woods' recent downfall was stemmed from an intoxicated family issue thrust into public scrutiny.  Even Tom Daschle's pulling out of the running for Health & Human Services Secretary was due to a very common "fat-cat dodging the tax man and getting caught in America" situation that just went public.  Arguably, none of the citations mentioned in the Huffington article were really due to poor orchestration or control of a message, which is really the essence of public relations.

Despite my political leaning, I enjoy the Huffington Post and find the musings of Arianna, Ken Lerer and Jonah Peretti wicked smart.  (Mistakenly skewed in opinion sometimes, but smart.)  In the case of defining PR totally inaccurately however, just this once, I must disagree from the other side of a hard line.  Perhaps a better item would be the perception of the recent healthcare debates in the Senate; or a combined U.S. intelligence botch of resounding evidence for a recent airline terror threat over Detroit; or even message-maestro Karl Rove's inability to get ahead of the news regarding his own divorce.  Here are instances where timing and framing of information surrounding the incidents could actually have altered resulting public perception.  

My own use of this corporate channel as any sort of political sounding board is a true PR gamble, you see.  These things could go either way, depending on how they are played.  So for now... I'll simply make my point and fold.  You should still read the Huffington Post.  Happy New Year. 

-Nick 


Down almost 11%

12.10.09 07.51 PM

Down Almost 11%


I'm watching TV tonight and on pops a Korbell commercial. (Pun totally intended.)  Oh yes, it must be time to grease the skids for New Years Eve.  I think to myself, "I wonder what the Korbell marketing budget consists of and how much is dedicated to these next four, critical weeks?"

Adweek reported today that overall ad-spending is down in the U.S., approximately 11%.  That's a big number- even with a few weeks to dump spends- and assuming we're coming to the clearing of this 2-year Great Recession.  It inspired me to look further and I learned that paid print is down well into the 20-percent range, with broadcast as a whole fluttering in negative teens depending on cable mix, syndication, etc.

If Korbell is putting a realistic sixty percent of its resources into spot TV before the holidays, it's probably a strategic maneuver.  But what if they took that other forty percent and tried to own something completely new?  It would be unlikely that they would forfeit too extensive a share during the night when the world goes nuts, glass balls drop and babies spring out of cakes with wings.  If executed wisely, heck... they could somehow pick up a downtime in, say, late Q1, mid-summer or shoot... maybe slice some fertile dollar during March Madness from all the ladies and more "refined folk" who tune in.

Should everyone continue to spend less at this rate, how you spend (or don't) is going to become increasingly critical.  And I'm betting it starts to look different.  But thank God, it may finally start to get a hell of a lot quieter, too.

-Nick 

Oh, Zappos.

12.01.09 09.53 PM

Oh, Zappos.


Appropriately, I write this on the heels of "cyber Monday," the infamous black Friday longtail representing mankind's shopping paradigm... now often performed in a bathrobe with a period of standing in line only at the mailbox or long enough for the doorman to retrieve the package that was shipped to your attention.

I just saw a Zappos TV spot.  The little e-shoe company that just 18 months ago resided in infamy, now looks like Kohl's or Target with a somewhat shoddy, if not mundane broadcast presence.  Our admiration for Zappos remains, as they rose to acclaim through pure viral storytelling and of course that old-fashioned and hard to come by thing called great service.  But sadly, their image left Soho-esque offbeat "secrecy" with blunders like mainstream advertising and a poorly facilitated agency RFP earlier this year.

This demise (or conformity) of great word-of-mouth brands is actually a natural progression.  Fame does that to brands, frankly.  Starbucks is another fantastic example... originally shooting into commonplace, not through big paid media but again, by an offbeat ability to become part of daily conversations between women at work or guys talking to their wives.  Of course, that all changed when they woke the sleeping giants of Dunkin' Donuts and McDonald's who refused to lose turf or real estate games.  But with a fantastic embracing of new media and a return to their original story, Starbucks seems to be righting a ship that seemed destined for the iceberg.  Hopefully the Zappos brand will be able to do that with their image again.  Though it may be completely out of their control, since sadly the $22M company was purchased for an amazing $850M in cash by Amazon, mid-summer.  No wonder I found a shoelace with my most recent Amazon package.  It's the only explanation since the doorman wears loafers.

-Nick    

True Thanks

11.24.09 02.37 PM

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True Thanks


One of our recent hires came into my office prior to Thanksgiving and confided something extraordinary.  He came to work at Caffeine because of a stain on a piece of paper.  Not since the Hudsucker Proxy has fate so pointedly been determined for one man.  Sitting on a diner chair, having spent his last post-tuition nickel on a cup of java, a young Kevin Callaghan gasped as Dolly the waitress made his career aspirations apparent.  Forget the 50% jobless statistic among Millennials.  Forget that 25% of the other fifty wait tables or refresh the little turn-over hotdogs at the ampm.  Could he read or write?  It made no difference.  The sign was clear... for a Caffeinated career.  "Pass the stuffing and yams, Dolly.  And keep the change."    

Hot and Cold PR

11.17.09 09.42 PM

Hot and Cold PR

Ironically, over the past few weeks we've brought in several new clients with whom we have the task of "starting from scratch" in crafting their brand stories.  It's an unusual luxury for established companies to give you that sort of license (or for them take the risk of throwing out the old,) but exceptionally powerful- particularly in the Caffeinated way.  It requires an extensive and somewhat rigorous process so that our internal people are using each other as resources during all of the right touch-points and we are giving consideration to every new tool or vehicle possible for building and sharing that story.  Let's just say we've been looking at a lot of charts and gutting much of the "old" way to make way for the "new."

At the same time, we've had a couple of clients find themselves in some serious situations that require what you might call crisis management, (though thankfully nothing too extreme.)  It's totally the opposite because no flow-chart or 'process' can get you through defense and offense... other than wise gut!  In some of these cases it's literally hour by hour, keeping options open and having the worse-case scenario ready for activation, just in case.  

Both instances are testing our chops in the totally opposite but truest ways.  And despite some of the hard work, I can honestly say we wouldn't have it any other way. 

-Nick

Caffeinated Marketing, Part 1

11.10.09 09.18 PM

Caffeinated Marketing, Part 1

I left the world of paid media and advertising after more than a decade because I felt it was dead; an epiphany Bryan LeMonds had about the business exactly when he was my age.  While new media separates the context of our departures, the two main reasons are identical:

1.     Most traditional agencies are too clumsy and arrogant to adapt to the change we know is the lifeblood of our business.  Online social media began emerging as what I saw to be the most powerful channel of communication in a century; a direct engagement vehicle with consumers- ultimately a fast track for harnessing influencers as well as stimulating loyalty faster than other channels.  It is confusing big shops more than every other poorly-integrated format like online, guerilla, or shopper.   

2.     We felt something is contrived and impure about the creative process in mainstream marketing.  Bryan was exhausted by 'corporate Kool-Aid.'  I was disturbed by the lack of fairness in a dollar-for-dollar ROI structure built in the 1950s.  A truly good 'marketing message' should not require millions of dollars to develop and broadcast.

When I left, I had no idea what would come next... just that I had to be somewhere that would embrace change and general common sense in marketing instead of B.S.  In the business model, I knew the top of the pyramid would always be a solid and sometimes audacious list of client business objectives.  Beneath that was the question mark for me.  Something that sits on top of the series of channels, mediums, creative outlets for various industry segments- basically, the stuff that I had been wrapping my head around forever, and what frankly 99% of the "marketing industry" is comprised of.  I was searching for the 'one ring' to rule them all.

Caffeine filled in the question mark.  The king of marketing after the heady business objectives is the STORY.  Today, I begin a new argument in our industry, aimed at those who would say a brand positioning or general marketing strategy is most important.  Not true.

If you have a good story, it provides critical components that later translate into all other marketing, and frankly gives a brand a stronger backbone than anything else we spend time on.  Caffeine roots brand stories in 10 Tenets- a litmus to ensure that the story is much stronger than over-worked brand architectures or shallow insights valued at whatever resources or smarts happen to be put into finding them.

The 10 Tenets will be revealed in time.  Heck, they could make us all famous.  But for now, let me reveal the two that have been a part of Caffeine's tapestry since the beginning... and begin a crusade to talk about why they are strategically better than the old way:

1.     Remember the features and benefits that often defined a brand?  "Tastes great, less filling..."  "The Pentium chip inside..." Sometimes they were mental massages provided by your friendly neighborhood brand manager or an executive too full of himself to see reality.  Caffeine employs a patented hypersensitive cynicism that asks "why" until you back into a final answer:  the true product attribute.  We call this an undeniable truth.

2.     We then drop that truth into the context of the bigger world to create a greater cause that a brand can stand for.  See, if you latch onto something that is bigger than the category you trade in and suddenly mean something to the world, then you have turned your business endeavor into a human one.  It is the foundation to Caffeinated marketing and essentially a messaging point that engages unlike any other; a cause that you can rally around.

The result is the making for a story that begs to be shared... and ultimately one that does not require payment, mobilization, or frankly as much work to propel forward.  If you can drop-kick it into the street and people rally around it, you have articulated successful marketing for today.  And that is Caffeine.

-Nick

8 Things About Social Media Bulls#*t

10.30.09 01.41 PM

8 Things About Social Media Bulls#*t

So much of marketing has become superfluous crap.  Ten rounds of expensive research... hundreds of thousands in content production... 40-page project briefs.  That's why I love Caffeine.  Our foundation is plowing through the process boloney and buzz jargon, and building a marketing strategy from human truths... and the real reasons that products and businesses resonate with their audiences.  Period.  (Oh yeah, and there's the "guts and common sense" part, too.)

That's why the hair stood up on my neck around six months ago when we formalized a "Twitter Activation Guide," and template presentations for Facebook construction.  But the truth is, our clients were interested in using these new social channels and we needed to apply strategic thinking to employ those on their behalf- and MOST importantly, to keep them in line with their overall brand news story.

But honestly, as the dust settles on the past 18-months of marketers finally acknowledging that social media has a place within their overall communication plan, here are the (simple) things I believe today's brand managers or agencies really need to do or understand when it comes to this stuff:

1.   1.  Get a tool to monitor what people are saying about the brand, online.  My vote is going through Cision who partnered with Radian6 and has virtually the same dash, while accessing over a hundred million online spaces.  Both companies have some of the smartest people in the space, today.

2.   2.  Make sure your social media tools are real.  Many aren't, and the catch with the posers is that they can only monitor where you tell them to!  It's great to see analytics around sentiment and keywords, but be sure that the company really has the capabilities they claim, and there's no reason listening tools should cost more than a few hundred bucks per month.

3.   3.  You probably don't need more than the basics.  Marketers need to build social media into their days and budgets, strategically.  Caffeine spends approximately 1/3 of our time on social media, but we're a PR agency.  Brand stewards may have a few bigger research projects over a year, but keeping and tapping into consumer pulse through a basic monitoring system is fine for now.

4.   4.  Set social media objectives.  We didn't just randomly pop off e-mails when that technology became available, right?  Most brands don't just run ads without a message, correct?  (Well... that's debatable, sometimes.)  I'm amazed that clients are asking for Twitter accounts and micro-sites without any purpose.  Keep in mind that being "social" doesn't mean broadcasting a one-way message, too.

5.   5.  Understand where influencers hang-out, and how.  Bottom line is, social media is powerful because you can interact 1:1 via real-time dialogue with consumers.  Just be cool about it like you were walking into somebody else's party.  Don't force conversations, and you'd better be "real."  

6.   6. Realize that reach and frequency still matter.  Sometimes finding a blogosphere of 300 of your core target or brand evangelists is great.  But Caffeine still recommends Facebook because they reportedly reach over 300 million, and stimulating brand conversation at a cut of that level is as effective as mass-media impression-count.        

7.   7.  The best social media talks about your other initiatives.  Again, this isn't a broadcast... although yes, it should help program awareness and brand publicity.  But if you look at the best case studies thus far, they are all part of a bigger brand story and act as simple channels or conduits for consumers to engage.

8.   8.  The concept of social media is NOT new.  I can't say this nearly as well as Bryan did: http://www.youtube.com/watch?v=EVo2MndFLlc (Rated M).  All public relations ever has been or will be is good social media.

As 2009 begins its final stretch, let's have some marketing straight talk:  Social media is new and exciting, so slowly the majority is jumping on the bandwagon.  It is not a phase, although the format and channels are probably in their infancy.  Like anything, we need to be smart about implementing it and that means being wary of smoke and mirror pioneers... and remembering that it's all part of a bigger marketing picture.

-Nick

 

Releasing the Release

10.23.09 01.26 AM

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I've never been married to the press release for the simple reason that I'm one of those guys who reads a
headline, the lead, and then maybe skips to the end in pretty much anything that is news-based, rather than for
content.

But I'm surprised at how many of my PR brethren are freaking out that this idea.  Come on!  We place so many stories via conversation... if we're able to get the reporter live on the phone.  Heck, Caffeine is probably placing a double-digit percentage of our publicity through smart Tweeting.  What's with the fear of change in the industry?

The answer is, CHANGE COMES EASIER IF IT SAVES YOU MONEY.  My friends back at DDB figured out that if they latched additional content into TV shoots or even shot with a digital camera instead of film, they could develop an entire streaming station that was Bud.TV. Unfortunately for them, they didn't think through the PR of it or any distribution channel.  (Essentially they had their own YouTube channel in the middle of NO-Tube.)

If NOT writing a full press release saved the client money, clients and agencies would give it up in a heartbeat.  Riddle me this!?!  Does a clever pitch in 140-characters or less take as much time as a two-page line of facts and figures that ultimately goes unread?   Doesn't that time cost retainer or project hours?  

MONEY!  
We need to put all of our time into developing the story.  The pitch!  Then follow-up with a straight forward fact sheet, an interview, or any other information an interested reporter needs.  The truth is, today neither side has time to lay out everything the way we used to.  As long as a story begs to be shared, the components of that story will come together, naturally.
-Nick

The Written Word

10.07.09 04.54 PM

God love Bryan LeMonds for making near impossible the "do not pass go" first hurdle of our business model. The Rally Cry is a Caffeine trademark, and crucial because every strategy pours out of it. My first one took four complete redirections. Bryan writes many of his in the bathtub over the course of days. You have to nail these before showing a client, or you can honestly risk the account.

Needless to say, we recently gave this assignment to our newest account coordinator. A remarkable thing happened: He had fun with language; had a good mix of functional and emotional stuff; capped it with a natural and musical cadence. That's the secret. Nice job, Kevin.

This "treatment" should hold true in every release we put out, every plan, every client memo, everything we write. I got a text from my financial consultant earlier today: "New emerg mkt fund 2 talk thru w u. Call me." Now, I'm not in the Michael Jackson trust or anything, but this dude has quite a percentage of my fortune. Would be great if he could use or at least respect the English language on the bi-monthly occasions he makes contact with me. If Kevin had me panic, this fellow turned my chest hair white. Bad impression. My mind went all over. It was distracting.

Emoticons and Tbonics are becoming more common, but be careful with them in business. The extra time it takes to type 4-5 letters can create a better impression. The addition or subtraction of a few key words can bring language to life on a page. If you aren't sure, take it to somebody else in the office for an opinion. Each of us can make each others' writing better. It has less to do with rank as much as the forgotten art that writing should be... and a signature of this company. Whether it's 140 characters or 140 pages, make the most of 'em.

thx. 2cool4u.

-Nick

I think I have cracked the code.

10.07.09 04.53 PM

It's taken almost five months, but I understand where most of our problems as agencies lie; what frustrates the hell out of Bryan; and what keeps any firm from really graduating to that next, important notch as a truly special place to work.

Lack of passion.

Over the past few weeks we've had the luxury of some pretty frank conversations and... well, floggings for work that has fallen short of Caffeinated quality. Does anybody else realize that pretty much every one of these uncomfortable meetings is rooted in a common thread? Do any of you notice that it is a single hot-button trigger that wins either praise or push from the leadership of this organization? Has anybody else made the observation that it isn't what you say or do as much as how you say or do it?

End of the diatribe on this is simple: If you do not love the campaigns and stories you are building, the clients and the press will sniff you out. If you are not passionate about everything you're doing around here, we will sniff you out. Be confident in who you are and what you are doing, and you will find great success at Caffeine. If you are not excited to uncover the story that begs to be shared in a new client, you just aren't one of us. If you have trouble pulling away from work sometimes because of the groove you've set on a project, you just don't fit in. Tell me now baby, because we want to surround ourselves with inspiration!

Anyway, if you're scared or confused then let's talk. There's a secret to this and it ain't hard. But you have to want to ask.

-Nick
(NOTE: One day after this company statement, there was a marked improvement in energy among both Caffeine offices.)

The Future of Caffeine

10.07.09 04.49 PM

(I figured if you never read my little Monday notes, that might get your attention.)
The reason you've seen... well, mostly heard discontent these past couple of months is because we're in the process of pushing to the next level as a start-up company in a number of ways. This means several things from the mundane office space discussions to account reassignments. But in my humble opinion, none of it is more important than the requirement for every Caffeine person to understand the changing philosophies and landscape of our business. Right now. Today. If working in today's marketing world isn't like an MBA program on steroids for you all, you're not into what we do.

Over the next couple of weeks we'll be sharing a grand vision that ultimately affects everybody. But to start today, I thought I'd take a second to illustrate why a few months ago I decided to join forces with Bryan and essentially "jump tracks" from the oh-so glitzy big ad agency world. As fun as it is to talk about yourself, an article was published in Regan's today that pretty much sums it up and brings to light the epic war of agencies that is about to begin.

http://www.miamiherald.com/154/story/1178293.html

Our job is to be dangerously smart enough to contend... just crazy enough to be talked about... just mysterious enough to represent something in the process. Kinda like Iran or any other rogue nation with nuclear claims.
-Kim Jung Nick

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