Global Collective

Heavily inspired by The New Socialism and Us Now was this week's MYT: The Global Collectivist Society. Click on the picture at right to see it bigger.

New projects are being worked on by many people from many different places, all enabled by the web. It's awesome to think about the power of collaboration and of a working business model that's run by "group think" and everyone taking equal ownership.

Two heads are definitely better than one, three are better than two, etc.

The MYT is a collaborative effort between myself and another Miami Ad School planner here at the agency. Part trend hunting/part cool shit, it's objective is Making You Think. Enjoy.

the definition of new

I was at the gym this morning, lifting some weights thinking about my form and such. I thought about all the variations of simple exercises that trainers and other likeminds have come up with purely for the sake of "something new." This is a thread from my thoughts below, spurred by Scott's comment in semi-support of "the box." In my gym metaphor, the box is traditional, simple exercises.

There is a difference between coming up with something new and using differently what's already available. Miami Ad School taught us each to find our own stride; what makes us unique as a planner; how will we position ourselves as we try to break in to a popular category. And there's much to be said for new ideas and innovation (a planner should have this skill as well) but what's under-rated but just as important is looking at the existing elements and re-arranging them: saying "what about this?"

It is our job to bring something new to the table, but now I'm starting to shift my idea of what new means. It's somewhat easier to dismiss new ideas, those that create something that's never been created before because they're too unique. Ideas that refresh elements that already exist; however, might be easier to digest.

I'm not sure if I have articulated this well enough, so stay tuned for an update. Basically, when you say "new" what do you mean? New way to think? Or is it new, never been created before?

it's not easy being green

I subscribed some time ago to The Hartman Group's newsletter. The following is their intro to a new publication to follow the trend in sustainability:

• In 1969, the cultural icon, Kermit the frog sang, “It’s not easy being green.” Now almost 40 years later those words still ring true for most corporations interested in or involved in sustainable issues.

It's overwhelming for Americans to think about all of the sustainable hippie activities that they aren't doing/could be doing. "Green with just a touch of blush: the environmentally conscious feel guilty when they slip up," an article in USA Today Monday touched on this a bit more:

• 20% of Americans experience so-called green guilt.
  
• A Catholic priest in England is reportedly taking green confessions at environmental festivals. (potential sponsorship idea here anyone?)
• Danny Seo, an environmental lifestyle expert, sees a lot of eco-inspired guilt. "The No. 1 thing I get from everyone is I'm sorry, I have an SUV, but I have children." He notes that guilting someone can easily backfire.
• Environmentalists have a bit of a reputation for being sanctimonious.
  

When I was in Miami Ad School, my team put together a campaign for the NRDC: National Resources Defense Council. Our message was in response to this notion of guilt; we wanted to address what people actually are doing to help the environment, so we said Thank you.

• Thank you. By turning down the dimmer all the way, you've [closed the gap and] taken the first step in protecting the environment. We know you might think you are not doing enough, but know that small things like this support a healthier Earth. So keep doing the little things. The world appreciates your contribution.
  

We tried to bridge the gap between thinking that what you're doing isn't enough and realizing/being aware of what you are doing is appreciated (that's where close the gap came in). It would be a first for a company to spend a lot of money on a campaign to thank people, but we agreed that acknowledgment of efforts in the environmental arena should be rewarded in the efforts to accentuate their importance. :)

The USA article provided some web resources for more info:

• Carbon Fund
  
• Native Energy
  
• Care2 > a social networking site dedicated to social change and action: recommended
  
• Grist

"Right now, green is trendy. We want it to become second nature, like it is to put on a seat belt. Word. Green on!

New York, New York

I came. I talked. I'm back.

Interview today went great. My first round had been with the head of planning and one of the two planning directors. It'd been one of the most engaging and exhilarating interviews of my life. So I was excited to come back and talk with the next person.

I immediately liked Andrea > she was "alternative" from a clothing perspective > boots with socks underneath and a studded jean skirt. We clicked. But I "put it out there" that I'd clicked with people before and nothing came of it. If interviewing for a job is a numbers game then it seems I should have offers thus far. And honestly, I'm not happy about "selling myself" to everyone and anyone. I'd like to keep some integrity about the people and agencies I choose but...at this junior stage, I cannot afford to be picky. Andrea insinuated that our connection felt genuine to her too. She introduced me to some other people in the agency which always feels cool. I left feeling positive but am not holding my breath. Off to the next agency...

Plug time: GO MIAMI AD SCHOOL! While I was waiting for my interview, two MAS creative students came in the door: It was their first day! It was an exciting example of comradery and community. I was happy for them like I would be a child on their first day of school. I said "maybe I'll see you in there in couple weeks." THEN, after the interview, I called up my friend Julie who's working at Anomaly now (so f'n cool). She was one of the planning graduates in my March program. So if you're thinking of going to MAS...stop thinking about it. Do it > some wisdom brought to me by George a planner at AKQA when we met at likemind, NY.

My "little town blues" are melting away...

Miami Ad School: a world of wonder

In school with crazy creatives and stimulating conversations, the world was our playground. The ideas we came up with all had endless possibilities and no budget or objective would get in their way.

Out here though, in "no ad man's land" my inspiration wanes from day to day. My crazy ideas come and go. And my enthusiasm is not as timeless as it once seemed. DAR! The school does nothing (really) to prepare you for the HUM DRUM of the real-world of advertising.

The program was amazing. It let us dream and play in our own imaginary world where advertising was exciting and new every day. It gave me the tools to change a tired, traditional WILL DO industry to a provocatively, creative WANT TO one. I'm just looking for a good fit now, an agency and people that get what I'm talking about.

simple idea, simple brief

This was a time of brilliance and humor that came out of a very late night brainstorming for our huge client: OfficeMax at Miami Ad School. you've gotta have some fun with it...

Strategy: OfficeMax loves ink!

Creative idea: LOVE
Audience: Office Hippies
What they currently think: office supplies suck
What we want them to think: I can love office supplies.
Insight: Everybody Loves somebody Some time
Single-minded thought: Office Supplies = Love
Tone: Peace, Love
Tactics: Teddybears, heart candies, red office supplies, roses, a
grain of rice with OfficeMax's name on it in a heart-shaped capsule on
a necklace, distribute at stores.

Miami Ad School

The Account Planning Bootcamp was fast-paced. We had a project each week for which we had to incorporate each week's learnings to come up with an awesome creative solution to a business problem. Each teacher emphasized a different aspect of planning in order to give us a holistic understanding of what we need to do.

Jen Urich - pay attention to a mindset/lifestyle
Jamie Webb - be innovative with your creative solutions
Kerry Stranman - you've got to be a people's person
James Fox -put your strategy in context for a new business pitch
Marta LaRock - dig deep, listen and ask good questions to find your Gold Nuggest insight
Domenico Vitale - think about the experience of a brand; how will it change behavior?
Eric Bruno - you need to have a toolbag to tap into your creative-side
Christopher Owens - Play with the creatives; get excited about the process


THANK YOU!!!!!