Currently I’m in the midst of In the midst of planning a photo shoot, Yeah yeah, I hear you. Rent a space, show up with a camera and some pretty models and push the little button on your camera. Nope, it’s not that easy, but more on that later.

I took a quick break from planning because some more great news was delivered in the mailbox this morning. I am humbled by the notification that I received announcing my 12th and 13th lifetime Telly Awards*. Just like last week, these two are the super elite Gold Awards.

This is especially good for my inner being since I’m an awards junkie. I want to own the advertising world and now the resume can list that’s 13 Tellys, two CLIOs, two Emmy Awards, a Davey Award, a Communicator Award, and a bunch of others.

* – What’s a Telly Award? Well…”The Telly Awards honors the very best film & video productions, groundbreaking online video content, and outstanding local, regional, & cable tv commercials and programs.”

Here are a couple of outtakes from the two-picture photo combo that was the foundation of a European ad series (these were generated from months and months of planning) and ultimately earned the Telly awards:

Now, back to the planning. Hear me now when I tell you that the best images that appear in print are snapped with the mostly basic tools of photography. If you have a keen eye, most likely you will be able to view the photos and tell what the light sources are from the shadows that embrace the models, where it comes from, and begin to understand what went into making this particular production special. Most out there can follow your recipe, use the same tools, yet fall short of the brilliant plan and theme you devised.

Buy the book…trust me! (It’s not even my book!)

The difference makers are the little things that all come together perfectly. You know the old adage by Aristotle, “The whole is greater than the sum of its parts.” This truly applies to a photo shoot. The perfect formula of parts make a huge impact and until you are able to plan these advertising or editorial events solo, you’ll want to be meticulous about the obvious fundamentals that turn something regular into an editor’s choice or something worthy of a cover.

First things, first. The theme…idea…concept.

I’ve been talking about the Big Idea forever. Stumble into one an you’ll be a star in your industry for a very long time. A star similar to a country singer who gets a top 10 hit and makes money from that one-hit wonder for decades. Yeah, that’s the ticket. Chances are, if you’re in charge of the creative, you have dozens of idea that rumble through your mind. Keep a journal handy and make sure you jot down everything that flies through because you’ll forget them minutes later. You have nothing to lose by writing it all down. It will even spur new ideas. Brainstorm it out in your own head. Find the process that creates genius. Trust me, your ideas will flourish in due time. Sketch, draw, highlight, dream. Visualize your ideas and come back to them later and add to them. They might not work for this shoot, but it will work for something, some day.

If you’re not good at revving up your creative engine, then you need to practice. Try investing $11 into Wreck This Journal which very productive to teach your brain how to go against the norm and fosters big ideas. Do the whole book and then graduate into the black book journaling.

Now the little big things.

You might say that the location, timing and equipment are really big things. But you are probably wrong. One of my best photos—that made a lot of money and was my country singer star moment—used a 20D Canon, the hallway of colleague’s apartment, and a makeshift Soviet Cosmonaut helmet made from throwaway materials from Goodwill and $3 of paint.

Location – $50. Model – $250. Materials – $39. Results – Priceless.

For my private exhibition shoots, I use no lighting and a Canon 80D and clean it all up in Photoshop afterwards. You too can use minimum gear for your production. You could go all crazy and gear up with a rented studio filled to the gills with outrageous doohickeys to light up your set and create the illusion of a big show. It’s up to you, but many times, less is more.

Many of my photographer colleagues trust in modest natural sunlight as the primary light source. Sure, sometimes they add reflectors, but that’s still an easy photo hack that will make you look like less of a, uh, hack. Research is vital and remember that if you pick a location, it might require permits or simply not look good as the backdrop you want. Take some quick test photos and tinker around with them before you fully commit.

If you feel strongly about your idea, do not listen to the naysayers who want to poke holes in your vision. Any location you chose could be an incredible choice is it fuses theme with reality. You can use guesthouse or living room with some rudimentary lights, an ironed bed sheet, or paper backdrops. It won’t be expensive and could save you a wad of cash for a studio. Even a hotel room might be a better option and give you the elements you need. It all depends on your concept. All of this works until you land that really big client or can afford to build your own studio, A studio gives extra advantages of an atmosphere where natural light is essentially non-existent. You regulate and control the environment with artificial light sources that can be purchased on the cheap on eBay or second-hand at a local camera store.

Outside shoots are different. Invest in some magazines or photography books, or even an online course to broaden your knowledge of this type of shooting. (READ: It ain’t easy Mr. Know-it-all!] The biggest factors are your positioning and time. Do it right and you will have beautiful dramatic results. Do it wrong and you’ve wasted a lot of time and paid models for nothing.

Speaking of models…

Talent matters…

If you have a lousy model, you aren’t going to get what you want. Quite frankly, you are going to fail. Models mean a lot and this isn’t the time to give someone a shot. You have to believe in who you choose. If want a successful shoot, don’t go cheap on the model. Figure out a price point and agree to it. You don’t want to be called out for being cheap. Despite most not having extra pounds on their frame, models have to eat too!

Finding someone privately or direct is a good start. Try Model Mayhem. You can post casting calls and your inbox will fill up depending on the assignment and rate you post. If you go the agency route, it will cost more and it will come with a fair amount of restrictions. Think long and hard on that. If you go the private route, make sure to download a model release and make sure it is signed before the day of the shoot. Rights should revert to you or your client alone. Models should be compensated properly and up front.

If you are going with a larger commercial shoot, residuals might have to be worked out and you need to be transparent with everything when you are dealing with talent. Don’t be tricky.

Teamwork makes the dream work. When choosing the crew, make sure you build one that has a “can do, will do, want to” mentality. Teaming a crew is the hardest thing you’ll do when planning a photo shoot. Everyone needs to understand your objectives and bring their best to the set. This is easier if you are shooting a larger scale print ad and your agency will have built in resources. Even better is when your models come with their own hair and makeup. They have their own synergy and their price points are pre-negotiated. If you’re working solo then you need to be diligent to set budgets, gain commitments, and get your team motivated.

So, who do you need on your crew? Like I said, if you’re going big you will need a wardrobe stylist, a set decorator, a makeup artist, a hairstylists, and a right hard catch-all production assistant.

Now that you have these steps, all you have to do is let your imagination run wild and get a group of people to buy into your wacky creative. Don’t stop at speed bumps. Plow through them and seek out your country song that carves your place in the photography world.

When in doubt, call up the Media Guy.

I can walk you through it all.

The post Awards Season plus the Perfect Photo Shoot appeared first on Media Guy Struggles.

Okay, so where am I?

As you can see on the left, the call of Clio entries has been announced. That means I’m pulling together to campaigns from last year trying to see if I should spend $525 to $1,025 on entry fees to put my best work forward. It’s been a while since my last win. Maybe it was easier in the nineties when the wins came fast and furious. A losing streak can surely shake your confidence. That is, until you assess your work over the years and you realize that your campaigns have kicked ass and that ethos has never ebbed and always flowed. Yeah, that’s the ticket.


“Gosh, you’re so negative.”

In the course of doing this work in 2018, I earmarked a whole bunch of campaigns and ads that missed their mark. I don’t do that because I’m negative. I do it because the bad ads give you perspective to make great ads. Also, I’m hoping the people who run the companies making low awareness ads will call me. New business of sorts. The pay is good for me and the return on investment for the companies call is is large.

In 2016, I introduced my “You Should Have Called the Media Guy” columns where I basically call out tone-deaf CEOs and Chairmen who don’t bother to vet their advertising and lecture them on why a simple call to the Media Guy have saved them millions in bad publicity if they had only let me watch their spots first. The columns are quite popular. Catch up on missed columns here:

I write these columns opening wondering how advertising like this could have possibly made it past their high-paid teams of creatives and then when they do, they double down by spending millions of dollars in ad space to brag how clueless their ads are, tarnishing their brands along the way.

In spite of my well-read columns, there were companies that didn’t call and ran whatever felt right to them. Giants like H&M, Heineken, and Dolce and Gabbana proved they could generate some truly awful and ridiculous advertising last year. Hello Chief Marketing Officers: you can’t see the forest among the trees. Call me. A small consulting check made out to me could save embarrassment and, also, potentially, your jobs. Swallow your pride and just do it!

So while I covered some bad campaigns in the midst of 2018, here is the complete list of my newest inductees into the Media Guy Hall of Shame:

5. Hong Kong Tourism Board

This from my October 12th Column:

[The ad] left me murmuring to Dr. Lam, Mr. Lau, and the entire Hong Kong Tourism Board: “What were you thinking?” This spot does little else than to embolden emotional abuse in relationships while dressing it up as “romance” and “love.” After watching this, Hong Kong has zippo appeal and would never encourage sane people to visit. 

Want the full story? Click here.

4. Heineken

The Amsterdam-based beer company is nine hours ahead of me, so I can understand their trepidation about calling at odd times, but their “Sometimes, lighter is better.” commercial landed the brewer in hot water. The 30-second ad shows a bartender sliding a beer past three patrons, all of whom are African-American, to a lighter-skinned woman. The tag line reads “Sometimes, lighter is better.” Yikes!

Chance the Rapper took to Twitter calling it “terribly racist.” Thousands agreed.

3. Dolce & Gabbana

RESULT OF THE BAD CAMPAIGN: You think I’m kidding when I say bad advertising costs millions? After co-founder Domenico Dolce apologized to the public, and then was forced to cancel their Shanghai runway show.

WHY TO FUROR?: The luxury fashion line decided that  a marketing campaign full of ethnic stereotypes was their formula for success. The ad shows an Asian model attempting—and failing—to eat various Italian dishes with chopsticks. The public-at-large were outraged over the depiction of Chinese people as lacking refinement and an understanding of culture. That’s not to mention the sexually suggestive content.

That was only the start. Following the campaign’s launch, Diet Prada, a fashion-focused Instagram account, posted screenshots of an Instagram DM exchange between founder Stefano​ Gabbana and model Michaela Tranova, were Gabbana says “the country of [series of poop emojis] is China,” and “China Ignorant Dirty Smelling Mafia.” Of course the Diet Prada post went viral and the backlash was immediate. The hashtag #BoycottDolce immediately trended on the Chinese social media site Weibo. 

Click here to watch it on Instagram.

1. Domino’s Pizza

In Russia, Domino’s launched “Dominos Forever,” a campaign offering 100 free pizzas a year for 100 years to customers who inked their bodies with the brand’s logo
.

Hundreds took them up on their offer and got inked and that’s when Domino’s pivoted, releasing restrictions such as size of the tattoo, as well as a 350-person cap on the offer. The promotion was immediately cancelled. No word on how many people were denied.

The post Class of 2018 Media Guy Hall of Shame Inductees appeared first on Media Guy Struggles.

I’m up late, late late, So many pressing projects…

• A college magazine to put to bed…
• My Los Angeles Kings Jewels From The Crown columns...
• Research on the next big idea for the next Clio Award…
• Planning the former Communist bloc holiday trip in two weeks…
• Christmas gift wrapping…

But then, I came across this from 2017:

Of course, great advertising also comes out around the holidays. Each year, the flood of Christmas-themed commercials is the earliest indicator that the holiday season is upon us. I’ve got my favorites. I’ve also worked on some great campaigns. Here are some of the best holiday commercials of all time.

Coca-Cola 
“Catch”


Coca-Cola cornered the Christmas market decades ago with their holiday ads featuring Santa Claus. Shoot, Santa started shilling Coke even before he took up smoking. Now the holidays and that hourglass-shaped bottle go hand-in-hand.

AT&T 
“Reach Out and Touch Someone”

Back before FaceTime and when long distance was $2.49 a minute, grandpa could read bedtime stories.

Hershey’s Kisses
“Holiday Bells”

Imagine if a tree shaped outline of chocolate could play “Jingle Bells”…

Folgers Coffee
“Peter Comes Home”

Peter plays Santa and brews coffee. Simple and heartwarming.

John Lewis 
“Man on the Moon”

We don’t get to see these here in the Stats, but across the pond, the ad folks over at John Lewis know how to make a Christmas commercial.

Campbell’s Soup 
“Snowman”

Before Olaf we had the Campbell’s Soup snowman…”M’m! M’m! Good!”

The post The Power of Christmas appeared first on Media Guy Struggles.

I love this little lady…

Okay, so where am I?

On the heels of the Clio win, I’m in front of my television after having watched a hockey game for the third time gleaning inspiration for a “homework assignment” I am working on as a tryout to contribute to a popular website. Who knows where it will lead? Who cares though? It’s great as an old dog to try new tricks.

All of this triggered my anxieties from my old days as a copywriter. Those endless nights in front of Selectric Typewriters with the hum urging my fingers into action, and, later, word processors with their fancy white cursors doing the same on the green background.

Being a copywriter is an amazing, yet disturbing occupation. I mean, you get paid to put words to paper. It’s one part brilliance and one part perseverance. It’s the art of sculpting fog as I’ve covered before.

The brilliance is that a copywriter has the ability to generate sales and positive branding for your clients while the perseverance comes from grinding through the feedback that rocks you to your core. The wrong set of “constructive criticism can trigger a full-scale identity crisis and make you wonder if you’re in the wrong profession.

The biggest influence I ever had in the copywriter world (and the Ad Man/Media Guy world) is that I never want the emotional wave that swallows you whole when you think you’re a fraud or incompetent. Yes kids, this how you feel when your client asks, “ Who the hell wrote this copy?” Every day, I think back to those instances and it energizes me to not only knock out my daily tasks, but think of those big ideas as well.

For me being a copywriter spurred an entire career. For me, that’s 32 years and counting. If this is the trade you desire, I celebrate your courage, innovation, and idiocy. Each day is a fresh scuffle against stalling, that blinking cursor, and those voices in your mind that scream you don’t really know what you’re doing. Best career ever.

So without further procrastination, here’s a quick tick list of the things you need to do in order be a successful ad agency copywriter.

Consume caffeine.

Not a coffee person? I wasn’t either. But, hey, this is what we do. Before you lift open your Mac Book, head to the coffeemaker and brew yourself a K-cup. If you want people to think you’re cool, drink it black—like your heart. If you want to truly appreciate the taste, splash some cream in it. It’s the perfect remedy for a late night or the more than occasional doldrums that plague the work day.

Keep a daily to do list.

Talk to your boss. Make a list. Shape your day. If you do, you’ll be put on projects and business you crave and desire.

Battle writer’s block.

Blink….blink…blink…

There she is again: that blinking cursor. You swear up and down you killed it yesterday, but she’s back, like that cat from Pet Sematary. Don’t be scared. Kill the bear, or rather, the blank doc. Down that morning coffee and bring your special set of skills and wage battle. The blinking cursor is going down once again.

Base camps.

No one every climbed Everest in a day and you can’t do it with your mountain of work. Build some momentum If I have an email that just needs a subject line, I’m moving that bad boy to the top of my list.

Be a firefighter.

Quench all fires as soon as possible. The urgent projects and needy clients you’re your attention first. Keep them happy and you will have the mental real estate to be as creative you want later in the day.

Inspirational views for a potential third Clio.

Focus on billable work.

Don’t daydream all day and try to knock out work in a tiny window leaving only a handful of billable hours for your agency to bill. For you newbies, billable work is merely the labor your clients authorize payments for. More work means more revenue for the agency. Fill up that time sheet and you will mostly likely see your own paycheck rise at annual review time.

Take your constitutionals.

I’ve spent my days chained to my desk throughout my agency days. Don’t do that yourself. Take a break—not a long one, but enough of one to stretch your legs. Go for a quick walk and grab a Starbuck. You’ll get back to your desk revitalized and prepared for the blinking cursor.

Know when to call it a day.

If you say to yourself, “nobody told me there would be days like this…” remember that I just did! Some days are tougher than others. They won’t all be like this. Some days you won’t have it.

Go home, find your happy spot. For goodness sakes, get some good sleep in. The blinking cursor will be ready for you tomorrow morning.

—

So there you have it…now it’s time to channel my inner wordsmith and deliver a winner on this old dog, new trick homework assignment.

Click to enlarge.

The post Before Coffee Your Brain Doesn’t Work So Well appeared first on Media Guy Struggles.

Where else would I be but at the office, where I spend 60 hours of every non-vacation week. I am trying to get that inspiration for, not only that new campaign that’s due on Friday, but also that mysterious new commercial campaign for Smokey the Bear. My cluttered office and desk isn’t helping my forward thrust…

…or is it…?

From NBC’s The Office:

Michael: “They say a cluttered desk means a cluttered mind. Well I say that an empty desk means a…” 

Dwight: “Empty mind.” 

Michael: “No, that’s not… no, that’s not what I was going to say.”

On any given day, my office might be described as “antique store chic.” On a bad one? A garage sale from the sixties.

The words, concepts and occasional dumpster fire springing from this laptop follow a similar pattern. This isn’t Mad Men with their fancy set dressers with unlimited budgets, and there’s no grandiose or calculated master decor scheme. Just a bunch of things that I like and some I have earned.

I have no interest in protracted exposure to junk that I can’t stand, especially in the modern era where you you can bring in inspirational inducing items at the click of a button. I’m all about immersing myself around karma voodoo in the form of good luck juju and the eclectic aura of neat things. It’s my hope that surrounding myself with these things that I’m subconsciously fostering work that will rub off on my team as well.

The Mercedes of Candy Jars
One of these mid-century marvels sits tall and proud on the corner of my desk on the fifth floor (easily the best collection of creative minds this side of those fancy boutique agencies up north in Silicon Valley). In lieu of constantly begging co-workers and staff to stay for meetings, this is the next best thing. The bait of sitting through another of my long-winded stories and analysis, I set out this bait in the form of Hershey’s Kisses. My 14K gold rimmed jar holds a full gallon of these babies. Amazon loves my frequent orders (I talk a lot.)

Go
No office should ever be without some hockey stuff, so here’s a kitschy bobblehead featuring Los Angeles Kings mascot Bailey with a simple handheld sign saying: “Go”. Not only is the king of the jungle encouraging you to climb every mountain, but also he could be saying “get the hell out of my office, resulting in a true win-win.

The Book Pyramid
Reading is the backbone of knowledge. Sometimes when the creativity is blocked I read a paragraph or two to get it all following again. Think: Mental Ex-Lax. Also book #1, $7, and #9 were written by me and that’s pretty cool when someone wants to challenge writing styles…so that’s pretty cool.

Dear Mike:
Jeff Katzenberg missed me one day and (actually) penned a note to prove it. I feel like Sally Field* every time I read this. And, yes, that’s an autographed 8×10 from Uncle Miltie.

National Order of the Cedar
Getting an award from a foreign government is never easy. But the work to earn one can be a fun one. In the mid- to late-2000s, I convinced the (some of the) world that the Middle East was a great place for American tourists (before the W., the Arab Spring and Hillary ruined it all) to visit on vacation. In true Lebanese hospitality, the municipality of Beirut awarded me this fancy medal as a thank you in 2006. Oh, I have stories…just pull up a chair and grab some Hershey’s Kisses.

Vlad, The Russian Ghost
I tell people the Russian Ghost is there to talk to the real ghosts in my office. Truth be told, the ghost is a prop from the Disney Story when that had rad displays that harkened back to the New York City Windows of yesterday. The chapeau that sits atop Vlad is an authentic Soviet Officer’s handcrafted at the end of the Communist era in my great grandparent’s hometown of Odessa. Robert Mueller never called to investigate if Vlad was involved in the election hacking, so it didn’t go as poorly as it could have. Either way, he’s probably safer here channeling to the spirits that visit after dusk.

Nuts
Everyone wants to be a good dad and this jar of roasted and salted peanuts was a Father’s Day gift, circa 2004. I try to trick myself into believing the label was typed by my son. I do know, however, that the peanuts on top were painted by him. Don’t eat my nuts, they are at least 14 years old now.

The Oscar of Advertising
I saw a Clio Award on eBay for $149 for the opening bid. Mine was much more expensive: it cost me my first marriage.

Vintage Photography
I fancy myself as a photographer. To prove it, I have my original Kodak Instamatic and Brownie cameras.

The Voice of the Proletariat 
Even when you are part of management you have to connect with the people. I mean, everyone wants their voice heard. I picked up this Solidarity flag on a trip to Poland so the informed in the office know I believe in the people. It hangs in front of my Bourgeois first place golf trophy I won at some country club in 1999.

Judging Fish
This quotation alludes to a long-standing allegorical framework. It is inappropriate to judge an animal by focusing on a skill which the creature does not possess. A fish is specialized to swim superbly, and its ability to climb a tree is non-existent or rudimentary. In the workplace, I believe that you find what someone is good at and keep them in that lane until they want, and can handle more. The result? I’ve had the same team for nearly five years. Work happiness equals real happiness.

* – Sally Field

See her speech for winning the Oscar® for Best Actress for her performance in “Places in the Heart” at the 57th Academy Awards® in 1985…skip to the 03:34 mark to the money quote.

The post Workspaces: My Office appeared first on Media Guy Struggles.

It’s award season in the ad game and that means there are submissions to do in my spare time (yeah, what’s that?) for such awards as the CLIOs, Tellys, the SHORTYS, the Effies, and more. Today, I spent the morning sifting through the 2016 to find the right pieces to submit. How blessed am I to have a stack of work to whittle down for awards competition? Pretty lucky!

So between submitting to the major awards and my Silver Council judging assignments for the Tellys, there hasn’t been much time for anything except work, work, work…

The advertising and marketing business is no easy game. No only do you have to know your craft, but you have to schmooze, booze, and charm your way through life at an agency and with your client base. Every scenario requires its own truth and hoops to jump through. Each one has the potential to damage your soul and leave you as a walking shell of your former self.

And, if you can bring new business you’re never going to make partner or be the lion of the ad agency pride. I have a quick study for those of you who need to work a room and excel.
Being great in the room makes you relevant and keeps you there. If you’re a magician in the room, there will never be anyone who can block your arc.

So, what are the keys to pitching a new client? How do you  increase your chances of winning new business? Does the secret to pitching for business lie in the early stages of building the relationship?

I used to be able to rely on the good luck 1880 Morgan silver dollar that resided in my trousers front left pocket and my grandfather’s sage advice running through my mind, “Focus all your effort on what is in your power to control.” You know what? It worked pretty well for a long, long time. The gift of gab did me well through my New York City and Los Angeles agency years.

Today, you can’t just wing it. You have to do more than showcase yourself and your agency. You are required to do all of the work in advance and prove it while dazzling the pitch committee and building a rapport all at once.

So, what’s the key to winning new business when the time comes for an agency to pitch a new client? Well, I have to tell you to NOT skip the good luck charm. Make sure you carry one and if you’re challenged for ideas, see below for a rundown of the Top 15 from cultures around the globe. Seriously though…

…the best suggestions I’ve ever seen on pitching new business and new ideas came from the mind of Steve Jobs. He used to say, “Every new business pitch should do three things: inform, educate and entertain.”He also said this smart stuff – follow it:

• Plan your presentation with pen and paper. Begin by storyboarding your presentation. Jobs spent his preparation time brainstorming, sketching and white-boarding before he creating his presentation. All of the elements of the story that he wants to tell are well-thought with all elements planned and collected before any slides are created.
• Create a single sentence description for every service/idea. Concise enough to fit in a 140-character Twitter post. An example, for the introduction of the MacBook Air, Jobs said that is it simply, “The world’s thinnest notebook.”
• Create a villain that allows the audience to rally around the hero—you and your product/service. A ‘villain’ doesn’t necessarily have to be a direct competitor. It can be a problem in need of a solution.
• Focus on benefits. This is important for ad agencies to remember. Your audience only cares about how your service will benefit them so lead with benefits rather than agency credentials and capabilities.
• Stick to the rule of three for presentations. Almost every presentation devised by Jobs was divided into three parts. You might have twenty points to make, but your audience is only capable of retaining three or four points in short-term memory. Give them too many points and they’ll forget everything you’ve said.
• Sell dreams, not your services. Jobs didn’t sell computers. He was passionate about helping to create a better world. That was the promise that he sold. For example, when Jobs introduced the iPod, he said, “In our own small way we’re going to make the world a better place.” Where most people see the iPod as a music player, Jobs saw it as a tool to enrich lives.
• Create visual slides. There were no bullet points in a his presentations. Instead, he relied on photographs and images. When Jobs unveiled the Macbook Air, Apple’s ultra-thin notebook computer, he showed a slide of the computer fitting inside a manila inter-office envelope. Keep your agency presentations that simple.
• Make numbers meaningful. Jobs always put large numbers into a context that was relevant to his audience. The bigger the number, the more important it is to find analogies or comparisons that make the data relevant to your audience.
• Use plain English. Jobs’s language was remarkably simple. He rarely, if ever, used the jargon that clouds most presentations—terms like ‘best of breed’ or ‘synergy’. His language was simple, clear and direct. So don’t use agency speak when presenting, “integration, proprietary process, etc.”
• Practice, practice, practice. Jobs spent hours rehearsing every facet of his presentation. Every slide was written like a piece of poetry, every presentation staged like a theatrical experience. He made a presentation look effortless but that polish came after hours and hours of arduous practice.

At the end of the day, remember that relationships matter. Get the chemistry right. What gets you through the finish line though is human chemistry. Why court business from people you wouldn’t want to a long train with?

Making great ads is an intense process; and not a pleasant one with people you don’t gel with. And, really, it’s not just about winning new business but keeping it.

The post Good Luck and New Business appeared first on Media Guy Struggles.

Feeling like a Neanderthal today.

Okay so where am I?

Current mood says I am lost in my own mind. I’m in a bit of a funk with this Clio Awards shortlist announcement staring me in my face. Scroll down. Scroll up. Scroll sideways. Nothing but the giants of advertising there. Not a Media Guy campaign to be found. My single entry was not selected.

Ugh.

I imagine this is what Angelina Jolie felt like in early 2015 when the Academy Awards were announced and she wasn’t nominated for Unbroken. I guess it would be easy to flick this away attributing the slight to the old adage that David loses to Goliath 99% of the time. I mean look at who was nominated:

      -Barbie
      -Burger King
      -Getty Images
      -Heineken
      -Kraft Heinz
      -Netflix / House of Cards
      -UNICEF
      -Wrigley, a Subsidiary of Mars, Incorporated

There are others on the shortlist too. Shoot, even the smaller names are big names in the real world. 

“Wait till next year!” was the rallying cry…mine too.

I spent two days telling myself in true loser rationalization, “Wait till next year!” In the 1940s and ’50s, the Brooklyn Dodgers (no David by any means) could never win it all Most often they would lose to their cross-town rivals, the hated Giants or the hated Yankees. The rallying cry was “Wait till next year!” Then in 1955, it was next year. The Brooklyn Dodgers finally won it all. Then they broke the hearts of Brooklynites and moved their beloved team to Los Angeles. Yet, I digress…

It’s been a really great month I have to say. My Media Guy Struggles pilot is getting noticed and all, but it doesn’t hide the fact that my bid to win my first Clio since 1999 was snuffed out. Denied. A stomach punch of sorts. Happy hour starts early today, I suppose.

So here it is, #ThrowbackThursday, and all of this reminded me of the time when a screen legend dissed me in the wildest way possible…

…The announcement took me back to those regular Secret Life of Walter Mitty moments to that time I was at a cocktail party with King Kong and I’m telling him about how much I loved his work on top

Being dissed by King Kong was a stomach punch.

of the Empire State Building and the Twin Towers and asking how he feels about working with leading ladies Fay Wray, Jessica Lange and Naomi Watts. And I’m waiting for his answer and he’s giving me this growling stare but finally he breaks the silence and says, “I like them as long as they are blonde, but what you should have asked is if I thought Peter Jackson brought his A-game or not to the last movie and if he could gotten more out of my performance.” And I instantly start perspiring and going back into the dark place in my mind wondering how I could’ve screwed up meeting a screen legend on the scale of Kong himself and after what seems like a lifetime he bursts into laughter and says, “Relax, I’m screwing with your simple homo sapiens mind.” And I start laughing as well. Louder and louder, like I never laughed before – in part out of pure relief – and both of us wind up giggling like schoolgirls for what feels like a solid ten minutes. Finally after we catch our breath he says to me, “Why don’t we go raid the bar in the misses private room and you show me what you can do with that opposable thumb.” And I’m like, “You’re still messing with me, right?” And he’s like, “I’m serious as planes shooting monkeys from the sky.” So I kind of wring my hands a bit and tell him, “Kong, I’m not really comfortable with…” Then he goes stone cold, staring off into the distance, and says, “You tell anyone about this and not a single effing soul will believe you.” And without making eye contact he spits his jawbreaker into my drink and walks away. And I’m all, “Holy crap! King Kong sucks on jawbreakers?”

Well…all that’s left to say is, of course, “wait till next year!”

—–

Who did is better? You Decide…

Kong and Fay Wray:

Kong and Jessica Lange:

Kong and Naomi Watts:

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….speaking of the CLIOs, I have to say I’m pretty pleased with the submission my team has just finalized (and just in the nick of time for the May 20th deadline!).

Any time that your social media reach rises a medium average of 343% and all other tangible numbers that affect a client’s bottom line rise a minimum of 21%, you’ve got to be happy. Cheers to the CLIO Awards jury who will review our submission this coming July.

I’m thinking seriously about launching a campaign that centers around my current obsession of eradicating sexist advertising and/or writing the definitive tome chronicling the American ad industry’s treatment of women. Here are some recent rants:

• United Kingdom Buses
• Airline Advertising
• Enjoli Perfume
• Tobacco Advertising
• Bloomingdale’s holiday date rape print ad

AD OF THE WEEK/MONTH/WHATEVER 
The Happy Couple
Natan Jewelry

You want to know how NOT to win a Telly or a CLIO? Follow the creative lead of Natan Jewelry.

Let’s start with the basics.

When you storyboard jewelry ads, you checklist the usual:

• The bride to be, simple yet beautiful.
• The man, either nervous or already holding the ring out.
• A beautiful landscape, maybe a field or a beach.
• The woman, of course is overwhelmed with surprise. 
• An impressive, bank account busting diamond ring.

The jewelry ad is always shot from the happy woman’s perspective, unless you are Natan and you decide to the exact opposite.

Take a look at the Natan ad. It immediately cries locker room talk and no respect for women. Not the kind of thing you want going into holy matrimony. This screams sleazy man-to-man, behind closed doors joking about their latest conquest a guy might brag that he purchased with a gift.

Psychologists would recap that the man has control of the woman by way of the ring. If you give women something they desire, they will do anything for you. The ad carries the false stereotype that women are also things to be bartered or simply bought off with something shiny.

Notice that the woman’s legs are the only part of her body shown. You don’t see the the expression on her face, or even her body language. You simply see the result of the offer and her willingness to obey every command from the man to sacrifice her purity not for the man himself, but for material objects such as diamonds.

In “The Cult of Thinness” by Sharlene-Nagy Hesse-Biber, she carefully points out that “our society encourages women to see themselves as objects.” Further, she muses how the beauty industry succeeds by nurturing female insecurities, explaining how the mirror, which reflects objects placed before it, is an analogy for how our society lives off of women’s addiction to weight and body image. This Natan ad makes a direct comparison between a woman and a diamond. The woman’s flawless skin and legs match up to the flawlessness of the diamond, suggesting that the beauty of women should be equivalent to the beauty of a diamond, an object that is cut, carved, and manipulated until perfectly beautiful.

And, alas, women’s equality is set back by everyone who sees this ad.

* – The Wrong Way to Win (#Winning)

The post The Tellys and (yes!) More Sexist Advertising… appeared first on Media Guy Struggles.

(More on that in a minute).

In between my regular job (well, it’s not so regular, it’s actually invigorating), working with the team to prepare the campaign overview for the Clio submission (it’s hard to condense so much genius into a two-minute video) and re-writing scripts for my Japanese television show, I’m continuing my mission to rid the airwaves and magazines of sexist advertising.

Not that it will happen anytime soon.

*Sigh*

Tip of the hat to Annie Apple, mother of New York Giants top draft pick Eli Apple in her quest to keep women who collect athlete intimacy as trophies away from her son:

What exactly is a cleavage action pic?

Gosh, I’m so old.

The seats were pretty, pretty good last night.

But Vegas will make you feel old even if you ARE twentysomething and can stay up for 30 hours consuming free drinks and betting the come line on the craps tables.

Yes, Las Vegas, home of my old Draper Days getaways, is exactly where I am.

A much needed side trip was in order to reboot the creative engines, film a commercial, and shake my head at the overwhelming homage to “Sex Sells Advertising” that proliferates the landscape. (More on Sex Sells in another column.) Another reason to take that 45-minute flight from LAX was to see an old friend who was kicking off her concert tour,

I’ve known Selena Gomez for nearly a decade, first meeting her at a St. Jude’s benefit gala in Beverly Hills. There was a fashion show and she was none too happy that her dress was too provocative. Somehow I was pulled into the tornado because she wasn’t going on and as the only father in the general vicinity, she wanted some backup that the dress was too much for a 14 year-old to wear. I had to agree that a neckline that plunged down to her belly button was over the top. Long story short, they got her a new dress and now I get to go to Revival Concert Tour opening nights in Sin City.

Great show Selena.

Ride Me All Day

Meanwhile, back in the United Kingdom, some fool who runs the advertising department for a Welsh bus company greenlit a campaign that features a topless woman holding a sign that reads: “ride me all day for £3.” Cardiff will never be the same.

The now controversial ad campaign prompted social media outrage and  of  following widespread outrage on social media calling the campaign “sexist” and “vile.” Tip of the hat to whomever genius didn’t focus group these ads before they ran. That’s like Advertising 301. Gotta focus group ad campaigns when they are going out-of-home. One slip and you’re going to wind up with a lot of bad publicity.

Pretty shocking that there are still ad agencies that think this an acceptable method to use this kind of imagery to sell a bus ticket.

In a related note, the adverts featuring males doing the exact same thing does not appear to have caused as much outrage. Shocker!

The post Selena, Annie, and More Stupid Advertising from Across the Pond appeared first on Media Guy Struggles.

I can’t believe it’s been over nine months since I was trying to finish my 2015 submission for the Clio Awards. The big agencies have entire staffs cutting up footage and storyboarding narratives into two minute vignettes designed to win at beautiful, sleek statuette termed, “The Oscars of the Advertising World.”

Me? I was doing it alone.

I am not unproud to say that I failed to win an award last year.

I didn’t even make the short list.

Yeah, poor me.

Failure is the catalyst to success. Didn’t Winston Churchill say, “Success is going from failure to failure without losing enthusiasm.”? He must have. There are memes all over the Internet with this quote on it, so he must have said it. It must be true as well, because Churchill failed so many times, yet he has a cigar type named after him. And, we all know that lighting up a cigar is the ultimate symbol of success.

This year, there are five of us (plus the ad agency I worked with) putting our best feet forward to craft a story that drove our 2015-16 campaign. I’m excited and hopeful.

Judging for many of the categories is weighted 80% on creativity and 20% on results. Yes, there is something to be said for innovation. What’s the secret for cracking the code to innovation? Last year I spoke with Neal Thornberry, Ph.D., faculty director for innovation initiatives at the Naval Postgraduate School. He says there are seven steps that guarantee success. Further, he says that upper management is the culprit for shooting down great ideas.

“Senior leaders often miss the value-creating potential of a new concept because they either don’t take the time to really listen and delve  into it, or the innovating employee presents it in the wrong way,” says Thornberry, who recently published “Innovation Judo,” based on his years of experience teaching innovation at Babson College and advising an array of corporate clients, from the Ford Co. and IBM to Cisco Systems. “Innovation should be presented as opportunities, not ideas. Opportunities have gravitas while ideas do not!”

His innovation template outlines a recipe that seems to work:

•  Intention: Once the “why” is answered, leaders have the beginnings of a legitimate roadmap to
innovation’s fruition. This is no small task and requires some soul searching.

“I once worked with an executive committee, and I got six different ideas for what ‘innovation’ meant,” he says. “One wanted new products, another focused on creative cost-cutting, and the president wanted a more innovative culture. The group needed to agree on their intent before anything else.”

•  Infrastructure: This is where you designate who is responsible for what. It’s tough, because the average employee will not risk new responsibility and potential risk without incentive. Some companies create units specifically focused on innovation, while others try to change the company culture in order to foster innovation throughout.  “Creating a culture takes too long,” Thornberry says. “Don’t wait for that.”

•  Investigation: What do you know about the problem? IDEO may be the world’s premier organization for investigating innovative solutions. Suffice to say that the organization doesn’t skimp on collecting and analyzing data. At this point, data collection is crucial, whereas brainstorming often proves to be a waste of time if the participants come in with the same ideas, knowledge and opinions that they had last week with no new learning in their pockets.

•  Ideation: The fourth step is also the most fun and, unfortunately, is the part many companies leap to. This is dangerous because you may uncover many exciting and good ideas, but if the right context and focus aren’t provided up front, and team members cannot get on the same page, then a company is wasting its time. That is why intent must be the first step for any company seeking to increase innovation. Innovation should be viewed as a set of tools or processes, and not a destination.

•  Identification: Here’s where the rubber meets the road on innovation. Whereas the previous step was creative, now logic and subtraction must be applied to focus on a result. Again, ideas are great, but they must be grounded in reality. An entrepreneurial attitude is required here, one that enables the winnowing of ideas, leaving only those with real value-creating potential. “Innovation without the entrepreneurial mindset is fun but folly,” Thornberry notes.

•  Infection: Does anyone care about what you’ve come up with? Will excitement spread during this infection phase? Now is the time to find out. Pilot testing, experimentation and speaking directly with potential customers begin to give you an idea of how innovative and valuable an idea is. This phase is part selling, part research and part science. If people can’t feel, touch or experience your new idea in part or whole, they probably won’t get it. This is where the innovator has a chance to reshape their idea into an opportunity, mitigate risk, assess resistance and build allies for their endeavor.

•  Implementation/Integration: While many talk about this final phase, they often fail to address the integration part. Implementation refers to tactics that are employed in order to put an idea into practice. This is actually a perilous phase because, in order for implementation to be successful, the idea must first be successfully integrated with other activities in the business and aligned with strategy. An innovation, despite its support from the top, can still fail if a department cannot work with it.

My Clio Awards are aging. Both are 20+ years old. Happy birthday, buddies.

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