1986 - 2014
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Y E A R S O F S E R V I C E
MARKETING Newspaper
Vol. 27 No. 285
Your Better-Than-Ever B2B Connection
March/April 2014
Olympics Security— Via Skype!
Beijing, Summer 2008 Lake Placid, Winter 1980
Vancouver, Winter 2010
London, Summer 2012
Globe-trotting media-relations maven Dan McConnell worked his 11th Olympics during the Sochi Games—but not on-site, where he has been in the past. Dan was part of a security team standing by to provide crisis management advice and planning for various scenarios —all via skype (see story at right). Above is a montage of photos from several of Dan’s Olympics experiences—including his digital link to Sochi.
New/Old Name: Standing by for your entries WDCW Again at marketingnwawards.com until Friday, March 28 to choose will be posted on the marketingnWONGDOODY yourYoubesthavework wawards.com website for of 2013 and submit Wong, Doody, Crandall, Wiener has a new name, which is actually it’s old familiar name—WONGDOODY. The WDCW moniker was adopted three years ago, but has been dropped in favor of what most folks continued to call the agency anyhow. In recent months, co-founder Pat Doody retired and principal Court Crandall departed to work on a show pilot with FOX, This left Tracy Wong (who, coincidentally, is one of two new IMMORTALS inductees Name • 16
Agency Side/Client Side The Seahawks’ trip to the Super Bowl provided some unique advertising opportunities. New Agency-Side columnist Dan Japhet and veteran Client-Side columnist Rod Brooks take a look at the subject from their respective perspectives. See Pages 6 and 7
it in the 3rd annual MARKETING Awards competition. Up for grabs are first-place Big M awards in 53 categories, across the marcomm spectrum, as well as second- and third-place recognition. After the entry deadline, all entries
a period of 10 days to allow online voting by any visitor to the site, which is unique in award-competition circles. Last year, a record 3,000 plus visitors cast votes, along with members Awards • 16
Both Hornall Anderson and The Seattle Times made changes at the topmanagement level in recent weeks. Jack Anderson, who has headed the agency since he co-founded it with John Hornall in 1982, moves up to chairman and will be succeeded as president/CEO by John Anicker (Anderson is at left in photos —and, no, you’re not seeing double!). Under Anderson’s leadership, the agency has grown from a small shop serving a local clientele to a global firm that is part of Diversified Agency Services, a division of Omnicom Group Inc., with offices in
Seattle and London. Clients include Fortune 500 companies such as Starbucks, Pepsi-Co., McKesson and Nordstrom, and iconic places such as Madison Square Garden, the Empire State Building and Changes • 16
Two Changes At The Top
By Dan McConnell You’d think that after working 10 Olympic Games, I’d have pretty much seen it all. Number 11 proved me wrong. The Winter Olympics is the younger sibling of the Summer Games, and everything is pared back and reduced in size. Fewer athletes, fewer spectators and fewer media than in the Summer, and weather is usually a major concern. The Winter Games have mostly been held in small ski villages or resort towns. I remember on a driving trip in Europe a few years ago, we decided to go to the Austrian village of Seefeld, where many of the skiing events for the Innsbruck Games were held. We almost missed it driving through. Sochi • 17
Totem Tally; ADDYs Next On March 19
Colehour + Cohen and Weber Shandwick led the field in the PRSA Totem Awards with 11 and nine awards, respectively. Curator took Best of Show. Colehour + Cohen had an eye-popping total of 10 Totems and one Certificate of Excellence, while Weber Shandwick had three Totems and six Certificates. Curator’s Best of Show was for its Domino’s Introduces Pizza Theater entry in the Marketing Communications category (photo and details on Page 16). The President’s Choice Award went to REI for its REI is No Longer “Return Everything Inc.” in the Institutional Programs category. Jessica Blauert of Totems • 16
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Marketing The 12th Man... Leaders in the local marcomm industry—as you might expect—had a creative hand
MARKETINGnw.com • March/April 2014 • Page 2
in helping to market the 12th Man phenomenon during the Seahawks’ march to the Super Bowl. PR guru Dan McConnell, hands down the local king of involvement in high-profile events around the globe (see story/photos on Page 1), was the man behind the move to have thousands at the Seattle Center rally before the Super Bowl sign the huge (25x35-foot)12th Man flag that flew atop the Space Needle. It was then flown to New Jersey. That’s the flag sitting in the team locker room in the photo at left. And Jim Copacino, principal of the Seattle Mariners’ longtime and award-winning agency, prepared the ad below for the M’s that ran in The Seattle Times the day before the Super Bowl, wishing the Seahawks good luck. Kudos also to the Mariners for opening Safeco Field to help handle the overflow from the celebration at CenturyLink Field. Dave Remer is shown talking below with a KOMO-TV crew that came to interview him about those clever images in the window of his agency at Second & Marion in downtown Seattle, prior to the NFC Championship victory over the hated San Francisco 49ers. And Jeff Maki, who worked with me for a short time when MARKETING debuted in 1986 and is now the publisher of www.everettsource.com, provided an apt summary of the impact of the Seahawks’ Super Bowl win in this message on his website: “[The Seahawks victory] has ignited an explosion of pride and stature our region has not experienced since the days of Seattle’s famous 1962 World’s Fair... Half a century ago, legendary visionaries like Jim Ellis believed Seattle could become a world-class city and stand proudly on the global stage. Evidence abounds that we have achieved that today—from the behemoth Boeing plant in Everett to the sprawling Microsoft campus to the blossoming biotech industry to the growing presence of Amazon in South Lake Union... Now, we— the 12th man—can boast of the world’s best send share save football team as well... ” —LC
Art Of The Issue: With design help from Hornall Anderson, Seattle’s Best Coffee’s packaged coffee is getting a new look to make it even easier for coffee drinkers to find the perfect coffee to suit their tastes, including Signature Blends 3, 4 and 5 and Decaf Signature Blend 3, House Blend, Breakfast Blend and flavored coffee blends Very Vanilla and Toasted Hazelnut. The company began distribution of these new products in mid-January and Hornall Anderson partnered with Seattle’s Best Coffee for the roll-out. As a long-time partner of Starbucks, the parent company of Seattle’s Best, Hornall Anderson was tasked with transforming the Seattle’s Best
brand and helping heighten its presence in the coffee aisle in grocery stores. Using extensive consumer research, the design team focused on the mood and emotion of shoppers, in a category where most coffee brands are asking consumers to shop only by taste profile. Last year, Hornall Anderson helped Seattle’s Best launch three new products, including K-Cups, Roast & Ground and Instant Lattes. “Hornall Anderson’s latest partnership in design makes it even easier for our customers to find the perfect medium-roast coffee in a cluttered aisle,” said Jennifer Dimaris, VP/brand management of Seattle’s Best Coffee.
‘Paperbuttons’ MARKETING
The Paperbuttons in this issue allow you to save and send share save share the stories via Facebook or email. You also can get additional content on select articles. Simply download the free Paperbuttons app for iPhone and Android and scan or “press” the codes. Scans QR codes too!
Larry Coffman • Melissa Coffman Publisher Associate Publisher
MARKETING is a 1986 copyright© publication of MANE/MARKETING Inc., with offices at 13901 NE 175th St., Ste. M, Woodinville, WA, 98072. Phone 425-487-9111/FAX 425-487-3158/e-mail larrycoffman@frontier.com. Opinions of contributing writers are not necessarily those of the publication.
N E W S M A K E R S
Newton David Anders has been promoted to managing director of the Javelin West office in Seattle and will retain his previous role as VP/ client services. He joined the New York City-based agency in 2011 from Wunderman... Admosis Media, a social advertising agency, has named Tara Newton managing director. She helped build Banyan Branch (now Deloitte Digital) from the ground up... Printing Control has hired Robin Leadbetter-Smith, with extensive experience in the printing industry, as an estimator/project manager and Jeremy Burris, from the former
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Jacroux Price Academy Press, as a member of the sales staff... Hacker Group has named Richard Jacroux chief financial officer and Margaret Price director of strategic planning. Jacroux and Price come from similar positions at Digital Kitchen and Ogilvy & Mather—WPP, respectively... Ken Davenport is the new web developer with BrandQuery. He comes to the Mount Vernon-based agency from How It Works in Anacortes... Ryan Davis is the newest member of Team Soapbox. As the former marketing manager for Northwest Folklife, she worked with more than 75 different cultural and ethnic groups, handling media sponsorships, press relations and grassroots out-
Birkett Johnson reach. Her resume also includes a tenure as communications director at Northwest Film Forum...Seattle Wunderman Network has promoted Brittany Birkett from marketing specialist to marketing communications manager. She joined the Seattle Wunderman office nearly three years ago... Phinney Bishoff has added three team members. They include Jake Johnson, who has founded two companies, as brand experience director, Annett Kohlmann, with 16 years of experience in marketing and client services, as marketing director, and Evan Cordulack, a Web developer in higher education in Virginia, as interactive developer/strategist... Edelman announced
Chaitin Hall five new hires in its Seattle Office. They include Josh Chaitin, who has worked at both The Fearey Group and Frause, as SVP/corporate and public affairs, Alexandria Hall, a former intern for a U.S. congresswoman, as acccount exec/technology, and Amanda Winters a former Microsoft editorial analyst, Anna Claire Anderson, a former Microsoft intern and Jessica Khoshnood, with an event-management background, all as assistant account execs/Microsoft... The Portland office of Borders Perrin Norrander has hired Willyum Beck and Anna Naef as graphic designers, Madeline Parker as an account exec and Hali Griffin as an assisNewsmakers • 20
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‘MARKETING IMMORTALS’ Inductees Tracy Wong
Pat Cashman
Tracy was practically born with a pencil in his hand, constantly drawing, convinced at an early age that he would pursue a career in “commercial art,” despite the anxieties of an extremely practical Asian household. In an attempt to aid her son in his pursuit, his mother set Tracy up to meet Portland advertising legend, Bill Borders. In that meeting, Borders handed the teenager a thick, hardbound book full of tiny black and white ads. The One Show Annual. The silent, befuddled teenager would not understand the importance of that book until years later. Tracy entered the Advertising program at the University of Oregon’s School of Journalism, and after graduation, left to hone his art direction skills at the prestigious Art Center College of Design in Pasadena, CA. He began his career in 1984 at legendary Ogilvy & Mather/New York, working on iconic brands such as American Express, Time Inc., Avon, Swanson Frozen Foods and Owens-Corning Fiberglas. His first award-winning campaign was for International Paper. After a brief stint at startup Goldsmith-Jeffrey, Tracy returned to the West Coast as a senior art director at then Goodby, Berlin, Silverstein, an up-and-coming regional creative shop.
Pat Cashman has been unable to hold a job his entire life. As a consequence, he has been an advertising writer, talk show host, TV weatherman, stand-up comedian, short story writer, TV sports reporter, newspaper columnist, radio and TV voice-over announcer, TV sketch writer and performer, magazine essayist—and character voice talent in cartoons and video magazines. Cashman’s career began in his bedroom in Bend, OR where he would host imaginary radio programs all by himself. His ratings were poor, but his share was 100. He attended the University of Portland, where he majored in communications, which ranks with philosophy and art history as a wonderfully useful degree. Once graduated, he sent out resumes and sample reels and waited for the offers to come streaming in. None did. So he returned to his hometown and took a job as a radio D.J., making $400 a month. The pro-
THE PROCESS: Two new inductees will be added to the MARKETING IMMORTALS pantheon each issue. The Sept/Oct. 2013 through May/June 2014 inductees will be recognized at THE EVENT on May 21, where the 2013 MARKETING Award winners will be revealed. The inductees are introduced with a biography outlining the highlights of their careers in some aspect of the marketing communications realm. Their career commentaries, which are the heart of the IMMORTALS concept, appear on the marketing immortals.com website, along with those of the other 38 members already enshrined. Send nominations to larrycoffman@frontier.com. send share save
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gram director at a rival station across town called and offered him a job there—paying $425 a month. Money talks, and Cashman switched stations. He took another radio job in Eugene, but before he had even started, he decided to pursue a TV station opening instead. He wrote/directed commercials for a few years, began a family—then moved to Boise for another TV station. He took his family along. In 1980, he got a job as writer/producer of commercials for KING-TV. When the station created its own marketing department in the mid-’80s, he became KING’s creative director. He produced countless promos for the station—usually with a Cashman • 23
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With dreams of managing an entire office, Tracy took the position of creative director at Livingston + Company/Seattle. There he met Pat Doody and, over a fateful dinner, each professed dreams of starting his own agency. Within less than a year, Pat and Tracy left to start WONGDOODY in November of 1993, Wong • 23
Dan Japhet: The Agency Side
Super Bowl: Buyer Beware?
MARKETINGnw.com • March/April 2014 • Page 6
My first gig in advertising was in the mail room at McCann Erickson in Houston. It was the largest advertising agency in the world at that time (part of the Interpublic Group). I trained under the original “Mad Men” on the EXXON account. They were all from New York and, yes, they drank heavily and chased women (in the agency). But they looked good doing it; they wore suits and ties every day. After that came training in radio/TV traffic, then print production, followed by accounting, media and research. Ultimately, I went on to be an account exec. My first boss told me the first day I reported for duty: “Leave the back-slapping and whiskey-drinking to me!” I never left the advertising business. I went from agency to agency (with a few stints on the client side) working on major national and regional accounts all over the U.S. So, about advertising in the Super Bowl? When they trained me in the McCann media department, the focus was on client value. Was the client getting what he was paying for, or more, but never less. Let’s say Microsoft asked its agency’s media department today if it should run TV in the Super Bowl in Seattle, given that
the Seahawks were playing and interest among Seattleites was over the top. You know the client probably is so emotionally involved that all he or she wants is ANY reason to do it. “The agency is saying, it’s a great media and PR deal for us, so we’re going to do it.” What I’m going to show you now is that Super Bowl TV advertising, in my view, is grossly over-priced and difficult to justify without employing subjective rationales. All local television station programming is priced based on rating-point delivery and market-standard cost per points. SQUAD (Google “Squad media projections”) projects rating-point costs by time of day and demographic targets (age and sex) for every television market in the U.S. They provide three cost projections: Low, average and high. That’s right, some clients pay the high price per point, some average and some low. It all depends on how savvy the media buyers are. Anyway, sports programming falls under prime-time programming and cost projections. And here we go, looking at Super Bowl pricing. Last year, the Super Bowl generated a 48 rating in Seattle among adults 25-54. The projected cost per point for prime during the Super Bowl in Seattle ran between $646 on the low end to $854 on the high Japhet • 21
Consider The Power Of 12 The Super Bowl is something we can count on. It’s been around since I was 12 (hmmm...power of 12, 12th Man... do you suppose?). For marketers, brands and agencies, the Super Bowl is more than a game. It’s a mega opportunity. Or is it? As we all know— unless you live under a rock—Super Bowl XLVIII had special meaning in our little corner of the world. Our team fought to get in, competed to win and the region celebrated on a scale never before seen. For many marketers, especially agency and media pros, talk of Super Bowl opportunity often turns to television commercials. The stage is so big, and granted that it’s hard to look away. As a CMO who’s long been a Seahawks season ticket holder, I confess it’s easy to let emotions get in the way. At PEMCO, we purposefully let emotion drive the process—though not our emotion. Instead, we chose to optimize the opportunity by tapping the Seahawks fans’ emotion and energy. Geno Church, Word of Mouth inspiration officer at Brains On Fire, calls it “The Passion of Conversation.” As a proud Seahawks and 12th Man supporter (PEMCO’s NW Profile #12 is the Supercharged Seahawks Fan), we
offered fans a way to support the team at the Super Bowl, even if they couldn’t be there themselves. We created a massive 100 x 40 foot “12” banner and invited Northwest fans to sign it with their names and encouraging words of support for the team. A plane would then tow the banner over MetLife Stadium and around Manhattan to literally let the Seahawks spirits soar. We aimed to get 12,000 signatures on the banner in just five days. To do that, PEMCO needed to create a banner, secure a flight service, build awareness, generate buzz and earned media and compel fans to show their pride by signing the banner. Accomplishing all that required decisiveness, commitment, and effective collaboration among PEMCO, our agency partners and the Seahawks. Just two days after qualifying for the Super Bowl, we set the objective, activated the event team and identified community events and venues where crowds would gather. We knew right away there wasn’t time to create our own event, so we leveraged what was there. PEMCO notified fans via media alerts, old-fashioned “donut drops” at radio stations, quickly produced radio spots (we bartered for the time in exchange for two Super Bowl tickets we’d bought from the Seahawks), social media that included Brooks • 21
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Rod Brooks: The Client Side
MARKETINGnw.com • March/April 2014 • Page 8
If you think the ads look good, wait until you see the results.
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Dealing With The ‘Seismic Shift’ A great example of successful CMO orchestration is Olivier Francois, Chrysler and Fiat’s iconic CMO. Francois is a renowned branding wizard who built teams, from top industry experts in brand marketing, communications, retail marketing, social and CRM and top-notch agency partners, such as Wieden & Kennedy, The Richards Group and Doner. This orchestra created breakthrough campaigns, like “Born of Fire,” “The Things We Make, Make Us” and “Seduction,” that filled dealership showrooms and saw sales soar. Traditional Ways of Partnering Obsolete Having the right agency partner is certainly critical to marketing success, but that alone may no longer be enough. Marketing has undergone a seismic shift during the past decade, a shift of greater magnitude than perhaps any other time in our industry history. The increasing complexity of our multi-channel, multi-device world requires businesses to execute faster, smarter and more effectively than ever before. This shift affects every aspect of the CMO’s role, including agency management. Factors such as how information is shared, how performance is measured, how incentives are determined and how we collaborate, engage and partner are all impacted. These changes pose significant chal-
lenges to traditional ways of managing and working with agencies. The old ways are simply too slow, too labor intensive and too outdated to succeed in fast-moving organizations. CMOs must face the music as they’re on the line to deliver more with less, improve work quality and performance and drive innovation and consumer engagement— all while realizing improved operational effectiveness. At the same time, a company’s agency relationships are increasingly multifaceted, requiring CMOs to excel at greater collaboration and operational rigor. Value Of Well-Orchestrated Partnerships Necessity is always the mother of invention. Industry leaders are stepping up to the challenge, adding new muscle in marketing and procurement organizations in order to achieve greater speed and performance. Marketers are pursuing new, innovative methods of managing agency relationships, ways to identify the best agencies, ensure clarity in Scope of Work, make agency briefing more efficient, improve the campaign workflow, secure fair compensation agreements, measure performance and motivate agencies to surpass expectation. Combo Of Best Practices & Technology By combining proven best practices and leading-edge technology solutions, the most successful marketers simplify,
accelerate and improve how they work with agencies and how they manage their partnerships. They streamline operational processes, standardize practices, drive efficiencies, automate recurring tasks and allow partnerships to flourish by letting their “orchestra” focus on what matters the most: creating great work that improves the bottom line and grows business. Today’s CMOs all agree: we need to end the mania of ineffectively managed agency relationships. It’s time to create an orchestra that will bring music to the ears of customers and shareholders alike. • Bruno Gralpois is the co-founder and principal of Agency Mania Solutions in Seattle. He is the author of Agency Mania: Harnessing the Madness of Client/ Agency Relationships for High-Impact Results, just published by Select Books of New York. You can reach him at bruno @agencymaniasolutions.com. send share save
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Agency Relationships By Bruno Gralpois How many hats do you wear? If you’re a CMO, you’re probably wearing at least a half dozen: brand strategist, marcomm integrator, data tsar, growth officer, social master, mobile advocate—and the list goes on. Perhaps one of the most important roles played by today’s CMO is talent management. CMOs rely on their entire marketing organization, including external agency partners, to deliver results. It’s proven that successful CMOs who deliver outstanding marketing results have created strong agency partnerships that bring the magic of marketing to life. Orchestrating Tomorrow’s Success Itay Talgam, in his TED Talk “Lead Like the Great Conductors,” suggests that a conductor’s job is to create conditions that allow the process of interpreting music to unfold. In much the same way, CMOs can create conditions under which their business prospers by assembling a marketing “orchestra” designed to deliver breakthrough creative and unparalleled customer experiences.
NEED TO KNOW
By Larry Coffman • Hawks History: My long-time friend and former Metro Transit colleague, Bob Gogerty, now a leading public affairs consultant, sent me a copy of the retrospective he wrote on his flight home from Super Bowl 48. It’s a valuable recap of Paul Allen’s pivotal role in saving the franchise in 1996 and then funding and spearheading the statewide vote on (ironically enough) Referendum 48 that authorized construction of CenturyLink field, to which Allen contributed $100 million. (The all-star Referendum 48 election team that Bob assembled included the late Bud Coffey and the late Wally Toner, who teamed with Bob and me, under the leadership of Jim Ellis, to mount the election that resulted in the creation of Metro Transit
• Grizzled Graphic: When radio legend and raconteur Pat O’Day emailed me the striking graphic at right, I had to write back to learn that the artist is former Seahawks defensive end Darrell Irvin, who acknowledges O’Day as “the father of NW Rock ’n’ Roll and the Godfather of ’60s music.” He dubbed his art (created with multiple digital tools), “He came out of the West.” Seems that Darrell took his inspiration from the first verse of The Rolling Stones hit, “It’s Only Rock ’n’ Roll (but I like it)”: “If I could stick a pen in my heart/I would spill it all over the stage/Would it satisfy ya,
would it slide on by ya/would you think the boy is strange? Ain’t he strange?/I said I know it’s only rock ’n’roll, but I like it.” Darrell said the word “pen” reminded him of the gun that Pat displays in the image and signifies his microphone. The words “would it satisfy ya or slip on by ya” refer to Pat not having let the daunting challenges of his industry “change his great course and journey,” Darrell explained. The concluding, “...but I like it,” is portrayed in the tough grin and the steadfast gleam in his eyes.” Darrell said, adding that “this is a piece on how a man endured and
[now King County Metro] back in 1972.) I’ll let you read about the dramatic climax to the uphill election victory, Paul’s critical role in that victory and the message it imparted to today’s Hawks team. The full text is available on the www.marketingnw.com homepage under the headline: “How Seattle Nearly Lost Super Bowl 48.” Football fan, or not, this recap of important Seattle history is well worth your time... • Hammerquist Home: Hammerquist Studios has a new home, after moving from Redmond to offices in Seattle’s burgeoning South Lake Union neighborhood, at 2211 Yale Ave. N., Suite 600. Principal Fred Hammerquist said the move will provide better bike and transit commuting opportunities and place the offices directly across the street from the flagship REI store.
They’ll also be sharing offices with Cole & Weber United (part of the WPP agency network), which Fred said “affords us the opportunity to offer our clients the breadth of resources that Cole & Weber provides.” The agency specializes in the adventure travel, outdoor and active-sports markets. And principal Fred is well-known for “walking (or in this case, skiing) the talk” in his line of business...
conquered what no one else had done on a road with ups and downs and still came out the hero in the West.” “I hope we all can ride off into the sunset like Pat O’Day,” Darrell said in closing. Benefiit Book: Cheri Brennan, a well-known local PR pro, is one of 30 contributors to the new Executive Women’s Golf Assn. Foundation book, “Teeing Up for Success.” In her chapter titled, “Golf Is More Than Just a Game” Brennan credits a client with prompting her to dust off her golf clubs, after several years of dormancy. This has led to her extensive involvement in the local golfing community. (Pub. Note: When I began golfing, about 15 years ago, my first-ever round was with Cheri— from the forward tees—at Willows Run Golf Course.)
Woodpeckers rock, x 7. MARKETINGnw.com • March/April 2014 • Page 10
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How To Be A Lousy Creative Director Advertising
By Jim Copacino I’ve been an agency creative director in one form or another for 25 years—and not always a very good one. In fact, very few of us start out as outstanding CDs. We’re typically promoted to the position because we can do good advertising. But that doesn’t necessarily prepare us for the main function of a creative director— which is to inspire all those around us to do good advertising. There are very few ways to learn this elusive skill, other than daily classes at the school of hard knocks. But for those who don’t want to painstakingly acquire the leadership qualities, vision and emotional intelligence that make a great CD, here are four shortcuts to being a truly awful one: 1. Chase awards and glory at the expense of everyone outside the creative department. Build a wall around the creative department and declare everyone inside it as the agency elite. Prove your brilliance by doing all you can to
win every award the industry hands out. (There’s no shortage.) Ignore strategy and budgets in pursuit of shiny gold statues. Don’t acknowledge anyone outside the creative department—account managers, media planners or clients—for their contributions. Moral: Yes, awards and recognition are gratifying, but first-rate creative directors are inclusive, collaborative and work tirelessly to build a positive agency culture. 2. Assume the role of lap dog. Do the client’s bidding, no matter what. Sur-
reasonable clients often will reconsider. But if you keep rolling over and doing pedestrian crap, the agency eventually will get fired for doing pedestrian crap. 3. Compete with your own creative team. Being a CD is hard work and not always fun. Making ads is hard work and fun. So join the party. Come up with your own ideas on projects you’ve assigned to other creative teams. Then at the creative review, choose your own ideas as the agency recommendation. Creative directors have been pulling this stunt forever (Don Draper did this very
Great CDs never say die...They inspire the troops to fight on. Sort of like Winston Churchill in blue jeans. render cheerfully the minute there’s an objection to a fresh and surprising idea. Create the clutter that hotshot agencies are trying to break through. Why risk upsetting a client? Moral: Great creative directors show their value when it’s time to stand up and challenge a client—courteously bug purposefully. If you’ve earned their respect,
thing in a memorable Mad Men episode, with disastrous results for his agency’s morale.) Moral: There’s nothing wrong with a CD creating and producing his or her own work—but not by screwing over the people who work for you. 4. When a client kills a great idea, go back to the agency angry, depressed
and dispirited. After all, YOU are the expert. Why don’t those tasteless, dumbass clients listen to you? Spread gloom and negativity throughout the agency, demotivating everyone on the account. Moral: Great work will get killed, but great creative directors never say die. They keep coming back with solutions that are as good or better. They inspire the troops to fight on. Sort of like Winston Churchill in blue jeans. Where do I get off telling others how to be a great CD? Because, to one degree or another, I’ve made every one of these mistakes, some more than once. I still fall short far too often. In fact, that’s the ultimate lesson a creative director has to learn: humility. • Jim Copacino is the co-founder and executive creative director of Copacino + Fujikado. He began his career in New York at DDB and Young & Rubicam before moving to Seattle, where he held CD positions at Chiat/Day Livingston, Cole & Weber and McCann-Erickson before launching C+F with Betti Fujikado in 1998.
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MARKETINGnw.com • March/April 2014 • Page 11
That’s why we have
Tips To Grow Twitter Followers By Zach Grah With more than 200 million users, Twitter definitely had taken off. Simply 140-character messages make the platform great for sharing updates and interacting with other users. Companies have widely adopted Twitter, using it as a tool to promote themselves and their products while connecting directly with their target market. If you started a Twitter account recently, you probably are confused about how to gain more followers. Don’t worry, we’ve compiled a list of tips to help you gain traction and
make Twitter worth your time! 1. Tweet often. Since Twitter is a constant stream of updates, you need to post often to reach people at various times in the day. A good recommendation is to tweet two to five times per day, but some may choose to do even more. It’s good to share the same post again at different times throughout the day. This ensures that you reach more of your audience.
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2. Use a time-saving tool to schedule tweets. There are many free applications, including Tweetdeck from Twitter, that allow you to easily create and schedule tweets for any time. Schedule your tweets in bulk, then check in at random times to monitor engagement and to respond to comments. 3. Follow people often. Twitter isn’t fun if you’re lonely! Actively seek out and follow customers, influencers and members of your targetmarket. By showing interest in others, they might reciprocate and follow you as well. Don’t follow or unfollow too many counts each day though. Twitter might think your account is spamming and
Let us know if you have an interest in contributing to the Forum suspend you from their service. You also want to look credible by having more followers than people you’re following. 4. Don’t buy followers. This may look like an enticing way to increase followers. However, most of the followers that people buy are fake accounts. This won’t help you increase your reach. 5. Use hashtags. Adding a “#” is a way to label your content. It helps others who are interested to quickly find content on the same topic by clicking on the word that has a hashtag. This also makes it easier for other users to find your tweet while searching for the same topic. 6. Participate in conversation.
Search for your brand, product or service and engage with people who are mentioning it; and always respond when someone tweets you. You also should offer advice to people who are asking questions. Did you know you also can participate in Twitter chats? Go to www.vsg360.com to see a list of top chats by weekday. 7. Tweet at business conferences. These events are perfect for Twitter because they have a more engaged audience. Use the event’s hashtag and tweet often to interact with other conference members and build a meaningful connection. 8. Use images in your tweets. The more your tweets stand out, the more attention you will get. As of October 2013, images began automatically displaying in the tweets. 9. Make your profile easy to follow. Make sure your website, blog, social media profiles and email all have references to your Twitter account. Increased visibility ultimately will result in more followers. 10. Curate content. You don’t have to think of genius copy for every tweet. Share news articles, inspirational quotes, customer testimonials, etc. as a way to stay relevant and fresh. • Zach Grah is the digital marketing coordinator at Tacoma-based VSG Marketing, which helps businesses integrate and manage digital marketing solutions. For more information, go to www.vsg360.com or call 877-4802877. With the departure of Steve Lawson as a regular columnist in this space, the new Social Media Forum features articles from experts in various aspects of social media. If you have an interest in contributing, send your suggested topic(s) to larrycoffman@frontier.com. send share save
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Lisa Is New ESPN Anchor By Linda McCune Lisa Kerney (nee Gangel), former KING 5 weekend sports anchor from 2005 to 2010, has joined the staff of ESPN as a studio anchor, appearing on various shows across several ESPN platforms. Broadcast World readers may recall that Lisa met Patrick Kerney, the former Seahawks defensive end, while on the job, where she also hosted KING 5’s Northwest Sports Tonight. ESPN’s Rob King, VP/SportsCenter News, said, “We consider ourselves extremely fortunate to add someone as talented and engaging as Lisa to our world-class team of studio anchors.” Lisa wrapped up her role as morning
sports anchor for CBS in New York before starting with ESPN Feb. 24. The Kerneys live in the Connecticut suburbs with daughters Ashley, 2, and Brynn, six months. They’re roughly half way between New York City where Patrick works at NFL headquarters and Bristol, CT, home of ESPN’s corporate headquarters. Lisa is a Kansas City native and graduate of Lynn University in Boca Raton, FL, where she majored in broadcast communications and was point guard and captain of the women’s basketball team. Speaking of football, the Seahawks Super Bowl game drew the largest share for a television sports event in Seattle history, with an estimated 2.5 million local televi-
Broadcast World
sion viewers tuned in. The game had a 56.7 rating (percentage of households tuned to the game) in the Seattle area and a 92 share (percentage of households with sets turned on and watching the game). Among males 25-54, the game drew a 97 share locally. Bob Nelson, former writer and cast member of KING 5’s iconicAlmost Live! has earned an Oscar nomination for best screenplay for the movie Nebraska. The film also received nominations for Best Picture, Best Actor; Bruce Dern, Best Supporting Actress; June Squibb; Best Director, Alexander Payne and Best Cinematography. A Washington native, Nelson also was nominated for a Golden Globe for his screenplay. He has scripts in development
at Paramount, Universal, Warner Brothers and Pixar. In Nebraska, Dern plays a cranky old dad whose son is driving him from Montana to Nebraska to claim what he believes is a sweepstakes lottery prize. Along the way, Dern and his family come across old friends and relatives who have their own designs on his newly found fortune. “The idea for the movie actually came when I was working on Almost Live! and I would go through the press to look for material for the ‘John Report.’” At some point, I heard about older folks actually showing up at a sweepstakes office thinking that had won. They would be afraid to put their ticket in the mail, so they would travel cross-country, so it actually happened,” Nelson said. Read the continuation of Linda McCune’s Broadcast World column at www. marketingnw.com.
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Advertisers Missing An Opportunity Online Gaming
MARKETINGnw.com • March/April 2014 • Page 14
By Oscar Diele The continued growth of online games, spurred by an explosion in tablet usage, is creating an ideal setting for brand advertisers who need to connect with their target audiences. The number of people who play games today surpasses 700 million globally. More important for advertisers, however, is that both teens and adults confirm that they’re open to watching ads in games. Games provide advertisers with natural breaks for their video or banner ads, just like the cliffhanger moments in TV programs. Yet, game players are more relaxed and not impatient or antsy during these breaks. They don’t feel the need to get up and grab a snack like they would during a TV commercial. Instead, they remain engaged and eager to continue their game play. Advertisers still haven’t grasped this ongoing opportunity though, partially because of the old-fashioned stigma of who a “gamer” actually is. For the average consumer, thinking of oneself as a gamer is still strange. Most people just don’t consider themselves to be in that category. But in
truth, the number of people playing games is the second top online activity—just after watching videos. eMarketer points out that the U.S. mobile gaming audience alone has continued steady double-digit growth since 2011 and 50.5% of the U.S. population actively plays games on mobile devices. This is wonderful news for advertisers, as it offers a unique opportunity to tap into an incredibly powerful and engaged audience. More and more people are hanging out on their mobile devices or PCs vs. the TV. When they watch a YouTube video or poke around on a news site, they’re just surfing. But when it comes to games, the average game play times are around 30 to 40 minutes vs. the average of five minutes they spend on a news site. This gives advertisers plenty of time to reach these players in an unhurried and appropriate manner. We recently issued The State of Online Gaming Report, which pulled together key findings from numerous third-party advertising analysts and research firms from around the world. Top findings from this research include: • Mobile gamers are affluent, with 59% of their households earning in excess of $75,000. • The click-through rate (CTR) for video ads on gaming sites is roughly 15 times higher than those for standard online adver-
tising campaigns and Facebook ads. • The most popular game categories in the U.S. vary between Girls, Boys & Men and Women: —Girls: 1. Cooking, 2. Dress Up, 3. Animals. —Boys & Men: 1. Physics, 2. Action, 3. Racing. —Women: 1. Mahjong, 2. Bubble, 3. Puzzle. • Adult women tend to play games primarily to break away from their daily routine and, at the same time, get some mental stimulation. • Games such as Sara’s Cooking Class have a cross-generational appeal, with mothers and daughters playing together. • Tween girls like to act out grown-up situations they recognize (for example, pre-
tending to have a job or be a parent) to help them feel independent. • Boys and men are focused on competition and showing off high scores. Clearly, gaming is a huge untapped market for advertisers. In fact, the current share of budgets assigned to gaming by marketers is less than 1% of the total digital ad spend. Expect that to change this year. And the term “gamer” will likely disappear as game playing becomes recognized as a normal slice of time people spend on entertainment in their lives. Oscar Diele is the chief marketing officer of Spil Games. He can be reached at oscar.diele@spilgames.com. send share save
Am I The Nation’s Oldest Publisher? learned. Intimidated, I blurted out during my visit that I was looking for work. John was entertaining my neighbor, but advised me to come back the next week to talk with his ad manager, Bruce Helberg. When I pulled up in front of the News Journal in my 1929 DeSoto coupe, Mr. Fournier came out with Bruce. Both of them began to smirk. My kids had found a discarded half-can of white paint in the woods behind our house in McMicken Heights, near SeaTac Airport. Using sticks, they tried painting my driver-side door. Any attempt to get it off was futile, so I shrugged it off and they laughed it off. I’ve taken those kids out of my will. My timing was not bad. Fournier was planning on starting a weekly newspaper in Midway and Des Moines. He called it the Midway Mercury. I was a skinny kid with little training. I was not built to dig ditches or clean oil stoves. I needed a better job. I had worked at Meier & Frank, Portland’s major department store, as a flunky in the advertising department. I’d taken a mail-order course in advertising. The biggest motivation; my kids were hun-
gry. Fournier and Helberg laughed, but they hired me. Though my car was laughable, I made my rounds on Highway 99, stopping often at gas stations to fill up the radiator. I sold some ads and some printing, even though I couldn’t tell the difference between a letterhead job and newspaper printing. On one occasion, a client asked for a red check mark on his ad. I said “sure, we can do that.” I forgot to tell the boss. I learned we “could not do that.” We did not print color. I spent most of the night and well into the wee hours of next morning with a grease pencil adding a big red “check” mark to 12,000 papers. It took several months of screwing up, but I had ideas and put in seven days some weeks to earn some respect from my bosses. I wasn’t afraid to work and to make the storekeepers happy, too. I had energy and enthusiasm. Late that first year, I arranged to have a big Santa sleigh in the city park, adjacent to the railroad station house and tracks. I bummed some electric motors and wire and some plywood and paint from a ladder company and found an artist who drew four reindeer on plywood and a Santa in color. I cut them with a Skilsaw and hooked them up to an electric outlet
in the station house. I used a loudspeaker system to play holiday music every day. The merchants loved it because it brought people to town. At Easter, I found a great artist who drew a huge rabbit on plywood that I cut to shape and arranged an Easter egg hunt in the city. That was good for a big crowd, looking with their kids for hidden eggs. (That’s sons Mike, left, and Ken in the photo above.) On another occasion, I stole an idea from the Lynden Tribune. I set up a tractor-pulling contest in May, with the help of local Kent farmers and tractor dealers, who supplied the tractors. We gave small trophies to winners. It was a great community event. Small-store owners often aren’t able to come up with ideas to attract customers and it helps you to help them. When I had the opportunity to buy the White Center News in 1952, I was afraid that, no matter how hard I worked, I might not gain respect for the paper. It was a tough town with a significant bluecollar demographic, due to Bethlehem Robinson • 22
MARKETINGnw.com • March/April 2014 • Page 15
Community Newspapers By Jerry Robinson I’m fairly certain I had no plans to become a publisher of a community newspaper before I was 16, even though I delivered the Oregon Journal around N.E. Portland for a few years. However, a friend with a locker next to mine at Franklin High in Portland told me he thought he would like to own a newspaper someday. I never forgot that. In 1941, guys my age were going off to war. I had flat feet and the Army didn’t want me. Still, I wanted to do my part. I heard Boeing was hiring and moved to Seattle. I worked there five years as a Class A electrician, building bombers. Fast forward to 1948. Boeing was on strike since 1947. I had been cleaning oil stoves and digging ditches to feed my young family. My neighbor worked for the Northern Pacific as an advance man for them. One Saturday, he asked me if I wanted to join him on a visit to the local newspaper publisher in Kent, John Fournier Sr. John was a taciturn publisher with more business sense than journalistic skill, I
Changes
Continued from Page 1 Chicago’s Willis Tower. Anicker joined the agency as a designer in 1992 and has risen steadily through the ranks. He became a partner in 1999 and assumed responsibility for operations in 2005. Anderson, who will focus on long-term planning and strategy, said, “John has been a proved leader for [us] over the past decade and I’m beyond confident that he will continue to move us in the right direction...” Anicker said, “Thanks in large part to Jack’s vision and leadership these past 30 years, Hornall Anderson stands today in a unique position to provide global clients with the expertise and tools they need...” Alayne Fardella has been named president and COO of The Seattle Times. She joined the company in 1995 and had been SVP/ business operations. Fardella is a San Francisco native and holds an MBA from the University of Phoenix and a BA from Santa Clara University. She earlier held executive positions with Intel and National Semiconductor. Publisher/CEO Frank Blethen called Fardella “an invaluable leader” and cited her strengths in “creative, thoughtful problem solving and mentoring...”
Awards
Continued from Page 1 of the 11-person local Awards Committee, again chaired by Richard Bendix, and the seven-member national Expert Panel, again chaired by Steve Darland. This tri-level voting process also is unique to the MARKETING Awards. Work created in 2013 in Washington State by any individual or agency is eligible for consideration. In the second year of the competition last year, a record 95 entrants submitted 336 entries. Eighty percent of the entries received an award. Some minor revisions have been made in the entry sections and categories. The most important are the renaming of the Design section as Creative Arts and a change in the Media section to recognize broadcast and print media for their self- and client-promotions, rather than their actual work products. The fee is $50 per entry up to 10 entries and $35 for each additional entry and $75 for a campaign entry. All first-(Big M), second- and thirdplace winners will be announced at THE EVENT on Wednesday, May 21 at the Bell Harbor Int’l Conference Center. And the MARKETING IMMORTALS again will be special guests and new inductees since last year will be honored.
Name
Totems
Continued from Page 1 revealed on Page 5) and Ben Wiener as the remaining agency partners. When your inquiring reporter asked Tracy why the name was not changed to either WONGWIENER or just WONG, as the remaining co-founder, he replied in an email: “Hahaha. WONGWIENER? That is just too funny. It’s also redundant, in an innuendo kind of way! Truth be told, Ben is gracious and wise enough to acknowledge that, as we celebrate 20 years, the name “WONGDOODY” is recognized in marketing circles and has actual brand equity.” Indeed! Last year the agency was named Advertising Age’s Small Agency of the Year (75-100 employees), ADWEEK’s Top Agency in WA State and one of Ad Age’s Standout Agencies for 2014.
Continued from Page 1
Creature has a new identity, embodying smeared typography, ethereal horizontal lines, warm, bright colors and a signature with the words “Courtesy, Quality & Questions.” “We pulled visual inspiration from the idyllic hospitality world, then smashed and warped these elements to reflect our experimental, non-linear process,”
the Washington State Independent Auto Dealers Association, was named Outstanding Young Professional. Eighteen entrants received a total of 47 awards, including 26 Totems and 21 Certificates. For the Domino’s project, which received a perfect 100 from the judges, Curator executed 11 Pizza Theater grand openings, which involved radio remotes, community partnerships and coverage in publications nationwide. AAF Seattle spokesman George Riddell reports that this is the third consecutive year with record entries in the newly named American Advertising Awards (nee ADDYs). He said there were nearly 500 entries (up 15% from last year) by 61 entrants. The awards show begins at 5:30pm, March 19 at the Bell Harbor Int’l Conference Center. MARKETING IMMORTAL and legendary local adman John Brown will receive the AAF Silver Medal.
MARKETINGnw.com • March/April 2014 • Page 16
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Sochi: Skype Is Preferrable Continued from Page 1 There wasn’t even a hotel. Residents had opened their homes to visitors. Which is another characteristic of the Winter Games. They tend to be very relaxed and comfortable, with warm fires and cold beer. So that brings me to Sochi, a nice medium-sized resort town of 300,000 or so on the Black Sea. It’s Russia’s largest summer vacation spot, known for its warm summers and mild winters. So, why was it hosting the Winter Games? Cutting through most of the Chamber of Commerce chatter, the answer was simply that one of its most enthusiastic regular visitors is Russian President Vladimir Putin (who at five-foot-five must feel skiing is a bit safer because he doesn’t have so far to fall!). This was his chance to show the world the great things he has done for Russia. Over $50 billion later, work was still going on to finish all the “improvements” to the resort town, even as the XXII Winter Games were coming to a close. The action on the slopes and in the rinks has been of Olympic quality. But the security of the athletes, the coaches, their families and the 3,000 media reporters and spectators in attendance took on an entirely new dimension. Terrorism in Volgograd (400 miles
to the northeast) and violent protests in Kiev (650 miles to the north) kept many visitors away, especially those from overseas. Countries like the U.S. issued warnings about travel into the region, and the families of athletes were urged to stay home. This, along with suicide-bomb threats, toothpaste and shoe-bomb watches at airports and extreme security-check measures made attending the Games in person a very uninviting prospect. The organizers’ view of the situation is why I sat at my computer, in the safety of my office on Lake Union, and was not drinking yellow water, sleeping on the floor and worrying about listening devices whenever I said anything out loud in Sochi. Truth be told, I preferred being here in Seattle—and linking with my security colleagues via Skype. Advice and counsel on issues of public messaging was the crux of my job for the last few Games where I’ve worked. Regular conference calls in the months leading up to the event clearly outlined all problems we might have to deal with. Under normal circumstances, several of us would have come to Sochi about a week before the Games to work on-site until the closing ceremonies. The Volgograd bombings changed that scenario. Security was Sochi • 23
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MARKETINGnw.com • March/April 2014 • Page 17
TRANSFORM YOUR BRAND.
Community Ties
MARKETINGnw.com • March/April 2014 • Page 18
Executive Speaking By Robert Weis According to polls, public confidence in government and business in the U.S. is at a low ebb. Several industries, including financial services and some major retailers, linger in particularly low esteem and economic divisions between the “haves” and “have nots” are increasingly wider. As economic class divisions become sharper and harsher, such separation doesn’t seem to be helped by social media or mobile communications. Those who can’t afford the networks and devices get left out, of course. And while the wonders of technology facilitate information exchange, they don’t really take the place of inperson communications, particularly with neighbors and other community stakeholders. Even with today’s sophistication and globalization of markets, it’s still important for business executives to develop ties with the communities in which their businesses operate. Why? For one reason, politics can come back to haunt us if we don’t. Whether it’s the city, county, state or Congress, legal and regulatory constraints can harm virtually any industry, even given the best of intentions. Even the most detached, removed and separated business, whether a cottage business, a remote Internet dealer or a lone forester, depends on collaboration with others in the community. Achieving Inclusiveness Public speaking to community audiences can be an effective way to present oneself and one’s messages to the community and be responsive, or at least attentive, to who they are, their questions, what they see as issues and new business opportunities. In my experience, public audiences that executive speakers tend to engage with through public speaking are somewhat more diverse than the attendees at an Annual Meeting. A survey I conducted found that beyond industry and professional associations, the forums large enough to attract and host an executive speaker tend to be service clubs, with Rotary likely to be the largest, followed by City Clubs and higher-education groups, particularly alumni forums. As a founder and charter president of a Rotary Club, I’m partial to Rotary but
must say that service clubs in general have withered during the recession and were waning before that. Sure there’s more diversity in service clubs and civic organizations than in the past, but I doubt the memberships reflect the economic “have nots.” Diversifying Speaker Placements A challenge in all this comes more on the side of the executive-speaker business that the least visible and perhaps the least appreciated: garnering speaker placement, getting invited to speak. What’s needed is continued and deeper outreach. Something that can work is outreach to university and high school classes and more informal student forums. Another is outreach to ethnic business forums promoting inclusiveness. Still another is outreach to grass roots forums, whether a group of startups or rural-community gatherings, such as a Grange meetings. Managing executive speaking appearances takes skill and experience and, in my book, adds at least as much value as speech research and writing. The usual assumption is that managing speaker placements can come about via “teamwork” through the company’s local managers. A more specialized approach, however—including more of the at least somewhat disenfranchised— can add much more value, diversity and appreciation for your business in the community. How Often? How often are we talking about here? I’ve found that for a CEO to have a “program” of speech engagement with any momentum and visibility means speaking about once a month, counting a few engagements that are a given, such as an Annual Meeting or other companyhosted event. The most ambitious I’ve experienced is a CEO who wanted to be out speaking three times a month, on average. Such outreach is nothing new, but it seems the recession has meant fewer overall appearances. So consider that it may be time to beef up the speaking schedule at least somewhat for your company. In the bigger picture, if several CEOs do a bit more speaking to community groups, the overall impact of increased business engagement in the community will be significant. • Robert Weis, PhD is the principal of Weis Communications. You can reach him at weiscmu@gmail.com or 206526-1414. send share save
MARKETINGnw.com • March/April 2014 • Page 19
MORE NEWSMAKERS Continued from Page 3
tant account exec. BPN in Portland also announced the hiring of Chasson Gracie as director of account planning and strategy. He formerly worked at Draftfcb in New York City and will be a member of the agency’s executive board... Julia Stahnke has joined Gravity Creative as a designer. She is a graduate of the BFA design program at Central Washington University.
Projects & Plaudits
JayRay is leading a rebranding effort for new client, Washington Women’s Employment & Education. The nonprofit helps low-income people transform their lives by learning career and life skills. The Tacoma-based agency also produced a benefit report for the Foundation of Tacoma Students, also a new client. and JayRay has again been
Gracie
Stahnke
hired to do the annual report for the Tacoma-Pierce County Economic Development Board... Hemlock Printers, based in Burnaby, B.C., with an office in Seattle, has launched two new offset portfolios for Zero, Hemlock’s carbonneutral printing program, allowing clients to direct their support to national and international climate-offset projects. Launched in 2009, Zero has helped 278 clients throughout North America with more than 16 million printed pieces offset 4,000 tons of CO2, the equivalent of taking 833 cars off the road for one year... BrandQuery celebrated its 21st anniversary with a party on January 21 at its Mount Vernon offices (photo at left). Principal Jacque Beamer said the agency hired a 21 dealer and gave away custom cards and highball glasses, which were given to all who hit 21. Said Jacque: “It’s been a fun ride. Now that we’re finally of legal age, the ride can only get better!”
DNA has launched a campaign featuring a bold animated two-minute TV spot for the Avon Foundation for Women, encouraging registration for the 12th annual Avon Walk for Breast Cancer. The series of week-long walk events will be held in eight cities across the U.S., beginning in Houston April 12. Alan Brown, principal of DNA, which has worked on the program since its inception, said, “We wanted to differentiate the Avon Walk from other multi-day charitable event by telling the complete story of how breast cancer affects people.” Brown noted that a woman is diagnosed with the disease every three minutes.
remerinc’s new television campaign for Alaska USA Federal Credit Union is on the air. This is a frame from one of the two new spots airing in Washington and California. They’re complemented by radio and billboard executions in a brand campaign designed to differentiate Alaska USA from other financial institutions by showcasing the quintessentially Alaskan values on which they were founded. Both spots feature multiple vignettes of neighbor helping neighbor, supported by text about “the Alaska State of Mind.” And a custom music bed gives the spots a unique audio signature.
K&L Media has rebranded its Snohomish County. Shop. Dine. Live. glossy magazine as North End Metro. President/publisher Lisa Karlberg said many readers and advertisers related the word Snohomish in the title “only to the beautiful town of Snohomish, so we decided... to eliminate confusion and broaden the magazine’s appeal,” addingthat responsehas been “amazing.”
Walsh Design designed this 3D-printed iPhone cover with movable gears for Gizworkz, a name developed by Kevin Burrus of Burrus Communications for Scott Garbarino of Rapid Prototype Manufacturing, who developed the unique cover. It’s already won an American Package Design Award and earned entree to TD Curran, a store carrying everything Apple.
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Continued from Page 6 end. We’ll use the average of $725 here. A spot in last year’s Super Bowl running in Seattle only should have cost $34,800 ($725 x 48). It actually cost $70,000. This year, the projected rating for the Super Bowl, with Seattle in it, was 56.7 for adults 25-54. The projected average cost per point for prime was $668. Thus, the cost of a :30 spot in the game in Seattle should have been $37,876 ($668 x 56.7). The station quoted $128,000. My answer to Microsoft’s question would be NO. You would be paying three times the real value ($128,000 vs. $37,876). It would have been no last year as well. The bottom line is that Super Bowl spots are fun to watch and talk about the next few days at the water cooler. No doubt about it! And everybody has his favorites. However, they come at a big premium, locally and nationally as well. Microsoft ran nationally and we assume they paid the going rate of $4 million for a :30 spot. If you allocate the $4 million to Seattle, based on its share of homes, then the actual cost to Microsoft for the Seattle market was $64,000—or 69% over market value! Dan Japhet is the principal of Strategic Media Alignment. He can be reached at sma1@japhetmedia.com.
Brooks
Continued from Page 7
CREATE with Transit
Facebook, Twitter and Instagram, pemco. com takeover (homepage marquee and special landing page), Biking Billboard teams and employee and agent social networks. For passionate fans unable to attend a signing event, we created a special hashtag (#12banner) to capture virtual signatures that we added to the banner. By noon on launch day, #12banner was a trending hashtag on Twitter in Seattle. We knew we were onto something big! By the time the banner flew around the Super Bowl, it bore 15,309 signatures and earned widespread media coverage locally and nationally. By staying true to its mission and brand identity, PEMCO exercised a hyper-local approach to a global opportunity—in places where others might not have thought to look. And we found it for a lot less than the price of a :60 spot in the Super Bowl! Rod Brooks if the VP/chief marketing officer of PEMCO Insurance. You can reach him at rod.brooks@pemco.com.
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MARKETINGnw.com • March/April 2014 • Page 21
Japhet
Age 93! Immortalize Your Employee Robinson—At Continued from Page 15 A great way to say thanks and gain some powerful PR, too! Every company has some amazing story about how an employee went the extra mile for the customer. My newest book, “The Power of the Motivated Employee” is capturing those true stories and bringing them to life for the world to read. If you have such a story and would like to show your admiration and appreciation to your employee (and, yes, get a little quality PR for your company, too) contact me and we can discuss the options of how this can be done. No cost to you but a great big Thank You in print for your employee. You can either write a short story about the amazing event or simply relate it to me and I will craft a tale about it. You will always have editorial control over the final copy. Contact me today: Gary Brose* • 206-505-9752 gary@smallbizsherpa.com *Author of “Bonus Your Way to Profits!”, “The Ultimate Motivated Employee” and now available on the YouTube Channel “Flying Shorts – Business Lessons in Brief”
Steel employing a good number of its citizens. It didn’t hurt that White Center was just over the city border with Seattle. That meant a more relaxed police presence, which equated to quite a few bars, all on Main Street. The fact was, it hurt me. My own dad had trouble for many years with “the bottle.” I was hoping to change White Center. My goal always has been “community.” I wanted to help improve the town. I noticed that the main street had just two lanes in the middle. There was angle parking on either side with big mud puddles all the way to the curb. It was a mess in winter. I had my staff artist draw a smug but disgusted animal we named Gregory Groundhog, who lived in the mud puddles. We ran it for a few weeks, with Gregory always complaining about the car tires hitting him where he lived. Of course, my real objective was to awaken the businesses to the need to respect the shoppers’ needs. It worked! It made some business owners mad but resulted in formation of an improvement district and paved streets. It also
meant ladies could come to shop without dodging dangerous and annoying puddles. In 1957, with my partner Al Sneed, we started Rotary Offset Press, which became a major printing concern for our five community newspapers as well as the retailers who wanted inserts printed. After the dailies, we once were the biggest users of newsprint in the state. And we also owned the biggest mailing company in the state. That’s a brief glimpse back at more than a 60-year history as a community newspaperman in the Seattle area. A lot has changed since then. I sold my papers in 1989 and got them back 10 years later. Robinson Newspapers was once a 400-person-strong newspaper group, with talent at every desk. We’ve still got talented people, but we’ve downsized and re-organized to meet the needs of our communities, which include Ballard, DesMoines, Federal Way, Highline, White Center and West Seattle. I never considered myself a community watchdog. I left that to my journalismtrained editors. In 1952, I began writing a weekly column about things that were funny or peculiar each week. Funny thing is... I still do—at age 93. send share save
MARKETINGnw.com • March/April 2014 • Page 22
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Continued from Page 5 with no clients and no revenue. In the 20 years since, WONGDOODY has acquired and retained accounts such as Amazon, T-Mobile, Alaska Airlines, ESPN, Scion, Microsoft Windows, VIZIO, and The International Film Festival. In 2008, Tracy and WONGDOODY had the honor of helping to bring His Holiness the Dalai Lama to Seattle and market the fiveday event, “Seeds of Compassion.” This year, WONGDOODY was named Advertising Age’s Small Agency of the Year (75-100 employees), ADWEEK’s Top Agency in WA State, as well as one of Ad Age’s Standout Agencies for 2014. Across the span of three decades, Tracy has won more than 350 national and international awards for creative work. This includes work in the Clio Hall of Fame for his “Fresh TV” campaign for Chevys Mexican Restaurants, The One Show, multiple Gold Lions from the Int’l Advertising Festival at Cannes, British Design & Art Direction. The Effies, Communication Arts, The Grand Prize at the Radio Mercurys and multiply Best of Shows from the Andys. Other notable honors include the AAF Silver Medal for Lifetime Achievement, finalist in the Ernst & Young Entrepreneur of the Year competition and Marketer of the Year for the AMA/ Northwest. Last year, Tracy was named to a list of the top 25 Most Influential Advertising Art Directors of the Past 50 Years in an industry survey conducted
Cashman
Continued from Page 5 humorous bent—and won dozens of advertising awards, including ADDYs, Emmys and gold medallions from the Int’l Film and TV Festival of New York City. When KING-TV launched “Almost Live!” in the mid—’80s, Pat began contributing to the production. While the show ended its run in 1999 (after two seasons on Comedy Central, syndication and locally) the show continued in re-runs and has been on the air at KING for nearly 30 years. Cashman was an announcer and character actor on Disney’s Emmy-winning “Bill Nye the Science Guy.” He also has been the much-honored, much-fired host of several Seattle radio shows— ironically winning newspaper readers’ polls as “Favorite Radio Personality.” He is a frequent emcee, humorous/ inspirational speaker and auctioneer for corporate gatherings and charitable fund raisers here and around the country. And he has served on the boards of JDRF and Provail. Currently, he is one of the hosts and creators of “the [206],” a new local comedy sketch airing each week on KING 5. It has not yet been cancelled.
Calendar
March 26—American Marketing Association, MarketMix 2014, 7:30am4:30pm, Meydenbauer Center, Bellevue, psama.org or 206-623-8632. April 11—National Academy of Television Arts & Sciences, Emmy Nominations Party, 6-10pm, Hard Rock Cafe, Seattle, natasnw.org or 206-5753444. Public Relations Society of America, for information to prsapugetsound.org or call 206-623-8632. MARKETING JOB OPENING Camp Korey is seeking a marketing and communications manager. You will work in an organization passionate about pro-
viding kids battling serious illnesses with their own Summer camp experience and much more. This individual is responsible for spearheading the marketing and communications plan to make Camp Korey well-recognized. The manager will have the opportunity to “flex their entrepreneurial muscles” and lead efforts in upholding and growing the Camp Korey brand. The Camp’s mission is to honor the courage, strength and determination of the children and their families. No child or family ever will pay to attend Camp Korey. For more information or to apply, please visit the Camp Korey website at www.campkorey.org.
by Graphic Design USA. To those outside of advertising, he is most recognized for his appearance on the premier episode of AMC’s “The Pitch,” a documentary about the real “Mad Men.”
We faced the Pussy Riot incident and the violent protests in Kiev as the Games were nearing the end. Distancing the Games from these happenings, which had nothing to do with the Olympics, was a necessary action, and our Russian counterparts were willing to take our advice on these issues. I would much rather have been there on the ground as in Games past, but I understood completely the necessity of the strong and uncustomary security measures. Having said that, as I “attended” my security meetings, I felt a bit like the local reporter talking about the storm devastation on the East Coast, while sitting in the “News Center” 15 feet away from the anchor desk. But I was honored to again play in minor role in these global events. Communication certainly has changed our world—even at the Olympics. • Dan McConnell is the president and chief strategist of DMCPR, based in Seattle, a public relations, marketing and crisis communications, firm. You can reach him at dan@danmcconnellpr.com or 206-223-6466.
MARKETINGnw.com • March/April 2014 • Page 23
Sochi: Eerie Eavesdropping
Continued from Page 17 focused on the athletes and anyone who could do their job remotely—like me— was asked to work from home. (My client, as in all previous cases, was the local Game organizing committee.) We got a Sochi ball cap and password access to the inside video feeds at all venues. Our meetings, including those of us on Skype, were held early and late because the time difference is 12 hours. 6am and 7pm were the norm. Our primary focus was on response to the security actions, which were iron-clad. Special passport and visa checks, full-body searches, car x-rays and the controversial cellphone and computer hacking, all were dealt with publicly. A reporter at one of our sessions told the story of arriving at his room in the media hotel in Socihi with another colleague, who casually said, “This place looks pretty good, but we sure could use a big table where we could do our writing.” Fifteen minutes later, there was a knock on the door and a service employee said, “We understand you don‘t have a work table in your room, so we have one here for you.” And there wasn’t even a phone involved!
MARKETINGnw.com • March/April 2014 • Page 24