Mad Men

You are currently browsing the archive for the Mad Men category.

I am about to piss off 1,200 CEOs. Or I will if any of the participants in the “2013 Global Marketing Effectiveness” online survey read this blog. A short article in BtoB Magazine summarizes the results of that study with a gut-punch headline reporting that “78% of CEOs say ad agencies not performance-driven enough.”

But first some advice to ad agency CEOs — get off your asses and start educating prospects and clients what it is that we do. I know you are already spread thinner than private label peanut butter, but prepare to add proselytizing about the power of advertising (not just your agency’s credentials) to that daily to-do list. Advertising is the business of great ideas. Ideas that stop people in their tracks. Ideas that inspire people to take action (including making purchases). Ideas that build brand loyalty. Ideas that cause other shops to subsequently copy and ultimately water down what was original and ground-breaking. Ideas that often scare C-level execs looking for immediate results. Clearly, when 936 CEOs (or 78% of 1,200 for those CEOs who think agency people can’t quantify) believe our business does not focus on generating quantifiable business results, we all have our work cut out for us.

The survey went on to add that 76% of respondents believe agencies are not business-pragmatic enough, 74% think agencies are disconnected from short and medium-term business realities, and 72% say agencies are not as data and science-driven as expected. To that I would add 87% of the same CEOs believe agencies are as worthless as chewing gum (or worse) on the bottom of their shoes. The study noted that the 1,200 CEOs represented small, medium, and large companies globally. So, it doesn’t matter whether they answer to a board and investors or to themselves as entrepreneurs, these CEOs don’t believe agencies have anything much of value to bring to the table. What would John Wanamaker say, who recognized that 50% of his advertising budget was wasted but was satisfied because the other 50% was working wonders?

Don Draper would answer a call for performance results with storyboards that tell stories.

Don Draper would answer a call for performance results with storyboards that tell stories.

More importantly, what would MadMen’s Don Draper do? I think he would turn the tables and ask tough questions of today’s CEOs. Clearly, we are living in the age of data and with so much of it at their disposal, CEOs have become know-it-alls. Miserly, risk-averse, short-sighted, attention-deficit, know-it-alls. Here is a list of additional questions that the Fournaise Marketing Group might have added  to their survey if Don Draper had gotten his hands on it.

Have you ever truly partnered with an agency before? Explained what your unique business challenges are, helped educate them about your business and industry and competitors, and made them an integral part of your team?

Do you realize that if you devalue marketing and entrust it to junior people inside your own company, who parcel out parts and projects to a variety of firms, your branding, corporate identity, and overall messaging will likely suffer and deliver sub-par results?

Can you chart a direct correlation between how little you budget toward branding, marketing, advertising, and PR and how flat sales are?

Are you satisfied that your marketing content and materials look and read like your competitors’ and do you expect commoditization or would you yourself prefer to be excited by on-target creative work that elevates your brand?

How well do you know your own prospects and customers? Are you capable of putting yourself in their skins or do you believe that they will naturally gravitate to the greatness of your products and services? And become aware of them through osmosis (thought I’d throw in a gratuitous science term)?

Do you recognize how truly fragmented the media universe is today? How few shared experiences remain out there from a mass audience standpoint? How much power has shifted to purchasers and how critical it is to hire the best communications people you can find to build awareness, communicate your messaging, your unique selling propositions, and your overall brand value to them?

Can you truly appreciate why the world of advertising is characterized by mad men? Creative geniuses who don’t fit into MBA textbooks? Graphic artists and videographers who can tell your story visually, compellingly, and uniquely? Agency types who willingly work long uncompensated hours because they appreciate clients who put their faith in them?

Are you willing to settle for mediocrity and short-term blips in profits because striving for greatness is scary and carries with it greater public attention and pain in the event of failure?

Does your company’s current advertising/branding/marketing carry your stamp or is it legacy work whose coattails you are riding on?

Are you the market share leader in all of your markets? Any of your markets? Are you a follower of competitors in your marketing efforts or do you blaze your own trails?

Do you honestly believe that most agencies don’t want to deliver performance? What is more important to you, the ability to measure the results of every expenditure or to be surprised and excited by creative that no one saw coming?

What are you going to do with all that additional data? Will it pay for an expansion of your business? Will it convince you that cutting more costs and staff was the right thing to do? Are you constantly checking your smartphone in today’s meeting because someone is telling you something that truly rocks your world or are you just bored?

Are you like 78% of the CEOs out there and the world of advertising makes you uncomfortable because it doesn’t fit easily into a spreadsheet? Where are the visionary entrepreneurial CEOs of other eras who built great products and understood they still needed great advertising and they insisted upon it?

Last one I can truly put in that category was Steve Jobs. Do you want to be like him?

Tags: , , , , , , , ,

A Mad Men partner meeting that isn't going well.

A Mad Men partner meeting that isn't going well.

This agency blog was started with a note of appreciation to Matthew Weiner for doing such an amazing job of capturing the highs the ad business can deliver when things are going well — there is nothing like the buzz you get from a great campaign coming together, a perfect blend of strategic and creative. As season five of Mad Men winds down to a final episode next week, Weiner and company have achieved so much more. I can’t say the series is hitting its stride, because from the very first episode, it took off like a rabbit and lapped other dramatic shows long ago. It’s just that in the last two weeks, Mad Men has plumbed the moral (or amoral) depths of business in general, and advertising specifically. It has taken its two central female characters and shown how women are too often treated and what they have to do to succeed. It has delivered jolts worthy of Shakespearean tragedy.

For every guy who has ever wanted to be Don Draper, you might soon need a liver transplant. Alcohol can only begin to numb the pain when you get what you want — a car account (Jaguar) — only to know that it likely wasn’t the creative that won the day. Also that you have told one of the guys with his name on the door (Lane Pryce) to tender his resignation on Monday morning following a forged check and embezzlement, only to have him make another type of exit. And you have watched as Peggy, the woman you’ve mentored (but mistreated) through five seasons has finally flown to another agency, while Joan, the office manager who has helped keep the agency together, has unexpectedly become a partner, by accepting an offer that would help land the agency its biggest account while sending its moral compass spinning in all directions.

Joan helps the agency land Jaguar for a big price.

Joan helps the agency land Jaguar for a big price.

I have no idea what next week’s season five final episode holds, but I expect it to resonate just like every other before it. Weiner has created an incredibly rich tapestry about advertising’s golden age, the tumultuous sixties, and the changing dynamics between men and women, as well as family and work. Bravo!

Tags: , , , ,

My friends and I have had a running gag since senior year of college, every so often suggesting names for the rock band we never got around to forming. This article from A.V. Club renewed the conversation last December and revived another round, still nothing topping our default choice — Insipid Ostrich.
Two memorable songs from the late Jim Croce and the late Johnny Cash underscore the importance of selecting the proper moniker.


Not surprisingly, ad agency naming bears more than a passing resemblance to the rock world, which would help to explain some of the memorable names featured in this Adweek story. Here are the 40 strangest names in the global ad business; the article gives the background on each.

40. Taxi
39. Odopod
38. Bonehook
37. Big Spaceship
36. Droga5
35. The Bank
34. Razorfish
33, Naked
32, Wikreate
31. Steak
30. Creature
29. Lean Mean Fighting Machine
28. High Heels & Bananas
27. Blammo Worldwide
26. Omobono
25. The Chopping Block
24. Captains of Industry
23. The Glue Society
22. Farm
21. Adam & Eve
20. Elephants & Ants
19. Victors & Spoils
18. David & Goliath
17. For Office Use Only
16. Walrus
15. Mother
14. Mistress
13. G&M Plumbing
12. Moosylvania
11. The Barbarian Group
10. Omelet
9. Big Kitty Labs
8. Hello Viking
7. High Wide & Handsome
6. Barton F. Graf 9000
5. Kids Love Jetlag
4, Pocket Hercules
3.StrawberryFrog
2. 72andsunny
1. Wexley School for Girls

In the past week, I’ve taken calls from two creative production houses whose catchy names were carefully chosen to set them apart — Fat Chimp Studios and The Nerdery.

Yesterday, I was reading an industry story on The Pitch and saw a banner for Gyro, the edgiest, buzz-worthiest branding/advertising agency to ever call Philadelphia home. When I clicked through, I realized it was not Gyro Worldwide, but another agency now using the name. A Google search for Gyro Worldwide led me to Quaker City Mercantile, a surprisingly mellow but still memorable (by comparison) rebranding.

The traditional agency nomenclature direction is a lot like the method followed by the legal profession. The name(s) on the door belong to the principals: Ogilvy and Mather; Doyle Dane Bernbach; Della Femina Travisano & Partners; even the fictional Mad Men shop, Sterling Cooper Draper Pryce.

That’s the model followed and continued by Newton Associates. Yes, Virginia, there was and still is a Jon Newton. We continue to collaborate, lunch and kibitz with Jon regularly. In 2003, when Gerry Giambattista and I purchased the agency as long-time employees from Jon and his account service business partner, Harry Streamer, we made a conscious decision to retain the name, carry the torch, and honor the high standards set by Newton Associates. We’ve never regretted our name decision and we’re proud to soon be coming up on marking our first decade.

Tags: , , ,

I got a real chuckle out of viral video link my son sent me. It is likely you have seen it already given the speed with which such clips get shared these days. A few days after I saw it, the clip got coverage in Advertising Age and Creativity. And a few more days later, it makes its debut here at NewtonIdeas. Syndication reruns are soon to follow.

In case you haven’t seen it, I won’t spoil the fun. Here is the video:

Now, that the show is over and the dust has settled, I have some questions.

When did Turner Broadcasting define the TNT brand as the “Drama” network? (I have to admit I don’t watch a lot of TV and am partial to AMC because of Mad Men and Breaking Bad.)

Did anyone grasp the irony of selling a network dedicated entirely to weekly dramas by staging a stunt built around a hugely comic premise? (Larry David, Judd Apatow, Will Ferrell need not apply.)

Was this a one-and-done for video only effort? (That’s a rhetorical question, but I can’t imagine being a bystander witnessing the epic results of pushing that button and not wanting to press it again and again.)

TNT's site for Benelux pushes its "Drama" shows front and center.

TNT's site for Benelux pushes its "Drama" shows front and center.

How successful has this been in its core purpose — introducing TNT as a new cable offering in the Benelux countries? (While buzz has definitely been generated, I suspect all those TNT drama shows will have a tough time following this act for ongoing entertainment value.)

Why are European town squares so conducive to planning and executing elaborate viral video stunts? (Here is a link to an early Angry Birds promotional effort.)

What is TNT doing to translate that viral excitement over here? (I suspect Occupy Wall Street has spoiled the chance of any US town squares being taken over for promotional purposes the rest of this year.)

I don’t have answers to any of these questions. I just found myself surprised by how much effort went into a single surprising moment of fun, how that moment runs somewhat counter to the brand message, and how little follow-through in the way of integrated marketing communications is in place to take advantage of all the buzz that’s been generated. No one said the advertising business is easy.

Tags: , , , , ,

The ad industry was once filled with imaginative writers, amazing artists, and exceptional salespeople. Today, it still is, but there are a lot fewer of them, with their thinning ranks filled by technologists. However, I’ve always been buoyed by copywriters who manage to write their way out of the agency business and into fame and fortune. After working on Detroit automotive accounts, Elmore Leonard launched a prolific career as a crime novelist — most recently, his lawman character Raylan has spawned the popular cable show JustifiedJames Patterson, author of the Alex Cross mysteries and now a hugely successful children’s book author, once toiled at J. Walter Thompson.  Even, more serious scribes like F. Scott Fitzgerald (you know, the Gatsby guy) first penned ad copy to pay the bills.

Closer to home, I once had the pleasure of a book-signing meeting with award-winning author of young adult fiction, Jerry Spinelli, who worked on the trade media side of the business as an editor at the long-gone Chilton publishing empire in Radnor. He put Norristown and the Elmwood Park Zoo on the map in the classic Maniac Magee. I also once interviewed with a very personable Jon Clinch, a creative director at Schaefer Advertising, who went on to write a remarkable first novel, Finn, daring to take on Twain’s story from the perspective of Huck’s dead father.

Unfortunately, for every fiction and screenwriter writing about advertising from the outside (MadMen, thirtysomething), there are many more writers in the advertising profession hoping to midwife the Great American Novel. Fortunately, a few are also putting their talents to work creating exceptional thought leadership tomes about advertising, branding, and marketing. Some are brand names themselves (Ogilvy on Advertising). Some are in-demand lecturers like David Meerman Scott.  And others are terrific practitioners of what they preach.

One of the latter is a friend of mine, Lori Widmer, who fills every day as a professional writer, freelancing for corporations and agencies like Newton, writing Words on the Page, a writer’s blog, co-moderating About Writing Squared, a writers’ forum, and now authoring an ambitious and ingenious e-book of ideas, Marketing 365.

Marketing365 is an idea-a-day business-building treasure chest for entrepreneurs

Marketing365 is an idea-a-day business-building treasure chest for entrepreneurs

This work is literally a year’s worth of advice, (plus a bonus for leap year), to help small businesses and entrepreneurs develop and retain their customer bases by making marketing an essential everyday agenda item. The guide is a quick-read at 108 breezy pages, but it is chock-full of great recommendations. Lori doesn’t want readers to implement one a day, or anything close to all of them. She just wants businesspeople to mine her book for things that fit their company culture and personal comfort level. It is a great reference source to skim through to trigger new thinking about an age-old subject. She manages to mix traditional methods and media with plenty of digital and social options, all without repeating herself January 1 – December 31. It would make a great addition to any marketing curriculum and SBA support center.

Marketing 365 can be yours via PDF download for the bargain price of $14.95. I hope the many readers of this blog will help make Lori rich (just not rich enough to leave the profession and give up occasional freelancing).

Tags: , , , , , , , , , ,

One of the many pleasures of watching Mad Men is to get a glimpse of advertising reflective of the era’s very different but not so long ago societal viewpoints. Call it un-PC, non-diversity-trained, unsustainable, pre-regulatory, “anything goes” pitching (or sexist, racist, homophobic, capitalistic, every other variety of irresponsible or unenlightened), but it is never less than fascinating of how times have changed and changed quickly.

I was reminded of this when I came across this link on Philly.com to a collection of 72 print ads from Inquirer archives from the 1950s. It is a trip down Memory Lane just to be reminded of all the old local retailers, from John Wanamaker, to Gimbels, to Lit Brothers.

Sugar Crisp was once golden (and now renamed that) at Post. Now, it is the S word.

Sugar Crisp was once golden (and now renamed that) at Post. Now, it is the S word.

This morning, I had a bowl of Post Golden Crisp, but this ad is a reminder that Sugar was once not a dirty word. Poor Sugar Bear had to go into the witness protection program some time around 1995.

Meanwhile, at  local long-gone icon Horn & Hardart, before there was vending self-service, there was evidently white glove service for captains of industry.

 The lunchtime meeting of Ajax Inc.’s diversity committee will now come to order.

The lunchtime meeting of Ajax Inc.’s diversity committee will now come to order.

In terms of TV spots, Duke University Libraries holds a terrific archive of commercials produced for clients of D’Arcy Masius Benton & Bowles and now held in the John W. Hartman Center for Sales, Advertising & Marketing History collection and accessible free through ITunes University — AdViews Collection. Here is the AdViews web site.

YouTube is also a great repository of old spots that will suck you in and keep you revisiting “The Golden Age of Advertising”.  An old Bob and Ray spot for Piels Beer is a good departure point.

Finally, lots of interesting collections of old commercials are available through Amazon and eBay.

Vintage commercials collections DVDs are plentiful.

Vintage commercials collections DVDs are plentiful.

This compilation DVD of 1001 Classic Commercials kept me entertained in my man cave throughout the holidays last year. Down there, you can still swill beer, play with GI Joes, crack questionable jokes, and ogle January Jones and other Barbie-like women.

Tags: , , , , , , , ,

Advertising typically reflects the spirit of the times it occurs in.  Lately, I’ve been thinking of building a time machine to escape to the MadMen era. I’ve been seeing a trend that reflects what DC likes to refer to as “our new reality”.  It is a reality that I don’t think many Americans are eager or willing to accept, which might fall under the heading of downsized dreams.

In the past few weeks, as the nation’s investment rating was downgraded and Warren Buffett expressed the odd belief that he and other millionaires weren’t paying enough in taxes, I have begun to notice some of this sentiment creeping into ads. Some of it is subtle, but the subtext seems to be that the American dream is dead or at the very least dying.

VIST Financial borrows an unfortunate image from the Depression

VIST Financial borrows an unfortunate image from the Depression

The first time I noticed it was in print and online ads for VIST Financial. The campaign showcased employees holding up “Will Work for Your Trust” signs that unintentionally (or perhaps intentionally) mirrored the Depression era imagery of the perpetually unemployed holding signs that read “Will Work for Food”.  What next? Apple Annie? Pencil sales on the corner? Bank employees jumping out of office windows after each day’s stock market decline? Can we find another theme? Forget about earning trust; this is confidence-rattling.

Moving on to automobiles, we’ve graduated from Cash for Clunkers to scenes of a Mad Max future. It started with the Eminem SuperBowl spot that showcased Detroit’s grit, but the latest Dodge Durango advertising is right out of Bruce Springsteen’s “rattlesnake speedway in the Utah desert.” The message is that naysayers shouldn’t be declaring America’s auto industry dead yet, but the visuals suggest that it is on life support. If this is a message of hope, Norman Vincent Peale is like a rotisserie chicken in his grave.

http://www.youtube.com/watch?v=EcY4Di6OgWw

Then, there is the spot that led me to write this post — a really well produced spot. It was so well produced that I thought I was watching an ad for one of the big banks. The scene takes place as a couple prepares their nursery for their new baby. The voiceovers and supers promote the idea of starting a college fund for their kids, then for their kids’ kids, then for hundreds of kids in their community. Saving early has always been a great idea. Except the ad isn’t about investing wisely and often. It is about buying Mega Millions lottery tickets. Unintended underlying message — this may be the only way the next few generations will be able to afford higher education. Yikes!

I think we are all in need of an attitude adjustment. We don’t need Pollyanna preaching, but a little positivity in advertising would go a long way toward relieving the grim mood of the moment. Americans want to be inspired, not discouraged that the sun won’t come out tomorrow. We have TV news for that messaging.

And a moment of silence (followed by the opening chords of Layla). This week, a different kind of era sadly ended with the announcement that classic rock station WYSP would fade out, soon to be replaced with an FM simulcast of AM sister station’s WIP sports talk format. WYSP, for a long time the home of Howard Stern before his move to XM, has also long been a staple of the Philadelphia region’s rock scene. It has always been a rival of WMMR, but increasingly, other stations began carrying classic rock fare, from WMGK to BEN FM. Although classic rock has enjoyed a resurgence among younger listeners, the youth music market has many other alternatives from top 40, to hip hop. Like every other medium, radio is a numbers game and with Philadelphia’s love affair with their professional sports teams, it makes sense that WIP can reach an even wider audience via the FM dial, where it can go head to head with its own rival,  97.5 — The Phanatic. Well, at least WYSP fulfilled the wish of The Who, “to die before I get old.”

Tags: , , , , , , , , ,

Nerf arsenal in Red Tettemer's interactive department.

Nerf arsenal in Red Tettemer's interactive department.

Today, something very exciting happened. Advertising Age gave national exposure to a Philadelphia shop for the first time in a long time and in a very big way. Not since Gyro tilted the Philadelphia advertising world off its axis has an agency in this town captured national exposure in the long shadows of Madison Avenue. Advertising Age’s new Agency Digs video feature visited Red Tettemer’s awesomely creative workspace. I encourage you to do the same. Not because I like to give exposure to competing agencies in the same metropolitan area, but because you’ll get a fascinating tour of a truly unique and creative enterprise.

Red Tettemer has come a long way from an old house in Narberth to the top two floors of the PNB ( former Philadelphia National Bank) building, complete with rooftop access. On those two floors is an agency workspace that is part Dave and Busters, part CBGB’s, part South Street head shop, part pet shop, and part Las Vegas lounge — in other words, every square inch seems to be conceived to spark the imagination, the funny bone, and the creative drive. It’s the coolest agency workspace I’ve ever seen.

From large to small, most of the agencies, I’ve visited over the years would not find themselves featured in Architectural Digest. Ours included. But these days especially, when great work is being produced on iPads in crowded Starbucks, the digital landscape and end results are what clients care about. Most clients never set foot in an agency anymore. The agency’s web site is as close as they travel.

I remember an early interview at Lewis & Gilman (the mega-shop that later became a unit of Foote Cone and Belding and later Brian Tierney’s firm). There was an air of importance to the place as I sat in the waiting area with my portfolio. Early episodes of Mad Men brought back the exclusive Old Boys Network air of the place.

Later, Philadelphia advertising captured national attention again through the TV show “thirtysomething” where the main characters Michael and Elliot had their own agency and later worked for DAA. The firm’s open workspace and the indoor basketball court were patterned after the offices of California based Chiat Day.

Some of the more interesting spaces I’ve visited in recent years have been creative firms that combine video production and all things digital. Howard McCabe’s firm Blue turned a former Fairmount residence into stylish editing and animation suites and workrooms. JPL in Harrisburg took over an editing facility from Tyco and converted it into one of the Best Places to Work in PA. The other week I sat in on a social media strategy session for the Leukemia and Lymphoma Society at Think Brownstone’s great open space dominated by couches and a white board, in a Conshohocken brownstone.

But as exceptional as each of these offices are, none are as mind-bending and fun-filled as Red Tettemer’s featured space. It’s a theme park for left-brained types. Congratulations to Steve Red and everyone at Red Tettemer for creating a great environment for creative to thrive.

Tags: , , , ,

Advertising, especially the creative side, has a long-lived reputation as the He-Man Woman-Haters Club. Just ask Peggy on MadMen. On the one hand, the creative side of this business has always set a high bar on talent. On the other, the rules have long been made by men. White men, too, but minority pressures to break into this business is a blog post for another day.

The BADVERTISING portion of the Jezebel web site takes on advertising for women.

The BADVERTISING portion of the Jezebel web site takes on advertising for women.

Certainly, in the past few decades, women have made amazing strides in ascending agency career ladders in advertising, marketing, and PR. But the work that gets produced doesn’t always win friends, especially when targeted to women. As evidence, I’d like to recommend you make the BADVERTISING wing of the Jezebel web site, which is part of the same network as Gawker. It is edited by Margaret Hartmann, who regularly weighs in on questionable advertising aimed at women. Everything from fashion ads that push the envelope by using too-young models too provocatively to sell Jeggings, to Naomi Campbell being compared with a new brand of chocolate.

What specifically brought me to the site was a headline link about Yoplait yogurt pulling a TV spot that has been accused of Promoting Eating Disorders. When I visited Jezebel, I was surprised that I had seen the commercial and it had not set off alarm bells in my head. It struck me as just one more ad telling women they could enjoy great taste and still watch their caloric intake.

However, after reading the article and the comments board, I felt like I needed some sensitivity training. Eating disorders and women’s obsessions with ideal body image are not too be taken lightly. If you have a daughter or sister grappling with anorexia or bulimia, it’s a life or death matter, and you don’t need another tv ad or late night talk show monologue sending her into a tailspin.

Many people, especially in this industry, will see this as a slippery slope. When edgy gets attention, where do you draw the line at playing it safe so as not to offend anyone. Yoplait clearly saw that enough women were disturbed by the weight anxiety issues this commercial triggered to decide to voluntarily agree to stop airing it. Since we’re talking about a lot more than hurt feelings here, I believe Yoplait made the right call.

I encourage you to follow BADVERTISING. Clearly, the site’s editor, Margaret Hartmann, is knowledgeable about advertising’s impact on women and won’t allow it be for worse. “We’ve come a long way, baby” since women having their own cigarette brand — Virginia Slims — was considered an equal rights moment. But obviously, we’ve still got a very long way to go.

Tags: , , , ,

Mad Men. Where some of the best ideas begin on cocktail napkins.

Mad Men. Where some of the best ideas begin on cocktail napkins.

I am enormously appreciative to Matthew Weiner, creator of Mad Men, for reminding everyone what the ad agency business was (and always should be) about. No, I am not referring to excessive drinking and office sex-capades, although that is what gets Mad Men most of the press. I mean the focus on ideas, the sparks that go off in creative sessions at the agency when Don or Peggy hit upon something so absolutely right that no one else has thought of before. And the selling of those ideas, such as The Carousel episode that ended Season One.

The Carousel

There are related moments when clients deflate some of those ideas (such as when Conrad Hilton walks out genuinely disappointed that Don didn’t take seriously his comment about having a hotel on the moon someday). Listening remains an unappreciated art.

Mad Men does a great job of underscoring for all of us still in the agency business that ideas matter above all else. A lot of descriptors get tossed around these days as marketing gets put in a blender of new technologies — traditional agency. . .interactive agency. . .SEO agency. . .social media agency. None of that matters if branding and campaigns are not grounded in well-thought-out strategy that serves as a foundation for superb creative.

There is too much reaction and over-reaction in business today and not enough thoughtful reflection and planning. Those light bulb moments require a lot of groundwork and careful nurturing. But the ideas that result often have lasting brand-defining impact and value.

It is with genuine appreciation for the importance of inspiration that prompts us at Newton Associates to launch this agency blog. We aren’t about to over-promise this will be a perpetual fountain of great ideas. But we are an opinionated bunch, passionate about advertising, so it should be a useful and interesting place to turn for commentary about getting attention, making sales, and retaining customers in a tougher-than-ever global economy.

Tags: , ,