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Latest Inductees Revealed On Page 5 • Ad & PR Legends
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New! Client View Vs. Agency View Pages 6 & 7 1986 - 2013
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Y E A R S O F S E R V I C E
MARKETING Newspaper
Vol. 26 No. 278
Your Better-Than-Ever B2B Connection
Jan./Feb. 2013
‘Paperbuttons’ App Debuts— Try It:
Launch Party Photo Montage
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At the Dec. 6 Launch Party in Ballard, l to r, attendees flock to the hot new cheese-sandwich food truck; co-founders Russ Stromberg and Melissa Coffman address the crowd; and special guest President Obama and Steve Lawson swap social media tips.
Potpourri: New Tourism Director And Other Items
A career civic-organization exec is the new executive director of the Washington Tourism Alliance (WTA). Louise Stanton-Masten has been hired by the fledgling organization to, in her words, “aggressively work to establish a long-term and sustainable funding model for statewide tourism marketing and promotion in the future.” She noted that tourism is a $16 billion industry responsible for more than 150,000 jobs in Washington State, facts that fell on deaf ears in Olympia when the Legislature axed the department, making Washington the only U.S. state without a tourism office and budget. Stanton-Masten is a graduate of the U.S. Chamber of Commerce Institute for Organizational Management and News • 16
Your Entries, Please! Time to select your best creative work of 2012 and enter it in the second annual MARKETING Awards competition!
the categories in each of eight marketing communications disciplines. There have been some revisions and additions, based
Revised MARKETING Award Categories • Page 4 Go to www.marketingnw.com and double-click on the Big M to go to the awards-entry website, where you’ll find
on the experience with entries in the inaugural 2011 competition. The biggest change Awards • 17
PRSA Honors Brennan Cheri Brennan was this year’s recipient of the coveted Jay Rockey Lifetime Achievement Award at the recent Public Relations Society of America’s annual holiday gala. That’s Cheri on the far right with Jay and Wendy Townsend, the 2009 recipient, who introduced her. Said Cheri: “I’m deeply honored to receive [this award]. As one previous winner wrote in a note to me, ‘It’s a special time PRSA • 16
By Melissa Coffman Now you don’t have to just read about the new Paperbuttons app–you can try it out for yourself. Simply download the app and shoot the sample in the headline above with an iPhone. Russ Stromberg, and I, who are cofounders of the Seattle-based Buttonjar Co., held a launch party Dec. 6, where we introduced the Paperbuttons app. What we’ve really created can be best described as the “Paperweb”, where you can use print-publication content, product labels and outdoor posters as “onepage layout” websites, a term used for a huge ongoing trend in web design. Buttons • 17
Hydrogen’s Nat’l ADDY Campaign
That national campaign to encourage ADDY entries that you may have seen in Adweek and Ad Age or online is the pro bono work of Seattle-based Hydrogen Advertising. Mary Knight, the agency’s co-executive creative director, who just returned to Seattle after five years with DraftFCB/Chicago, said Seattleite George Riddell, chairman of the national ADDY Committee, approached her and Hydrogen co-founder Tom Scherer about the campaign. They produced three full-page and online ads in the series: “Stop,” “Yield” ADDYs • 16
SEATTLE, WA Permit No. 1578
PAID PRSRT STD U.S. POSTAGE
Helpful Homilies...
MARKETINGnw.com • January/February 2013 • Page 2
The beginning of a new year is when we traditionally take time to renew and refocus in both our business and personal lives. For a many years, I’ve subscribed to a small monthly booklet called Bits & Pieces, which contains homilies penned by people from the famous to the unknown. Often I clip one and tape it to the face of my computer—now papered with a dozen or more of these inspirational sayings or platitudes. Here are a select few from that source, as well as a couple I coined myself, at the beginning and end of the list: • What’s my wake-up call? Ever have those evenings where you’re so excited about something you want to do the next day that you wish you could snap your fingers and it would be morning? Asking yourself this question every day is a great way to avoid hitting the snooze button and eagerly look forward to getting out of bed. • It’s not how you foul-up it’s how you follow-up. I forget the source of this wisdom, but if I had to choose a favorite from the list, it would be this one. Some of my best friends and customers have been won by following this formula. (Pub. Note: In less polite circumstances, I’ve been known to substitute another four-letter word for “foul.”) • The most successful people have the best Plan B. This and the next four are all from Bits & Pieces: Author Unknown. This is a marvelous way to relieve the disappointment and stress of “losing” on Plan A. It’s even worth having a Plan C, in most cases. • Youth is not a time of life; it’s a state of mind. This will be particularly meaningful—and useful—to people of my era. • Don’t worry—plan! This is a strong runner-up to the second homily as my favorite. It’s an amazing antidote to worry and the resultant stress. Try it! • The will to win is not nearly as important as the will to prepare to win. In sales, especially, I believe preparation is at least 75% of the reason for eventual success in winning the business. • The big rewards come to those who travel the second, undemanded mile. Again, related to sales, I believe the majority of salespeople quit at the point where the really successful salespeople step it up a notch (a la Marshawn [Beast Mode] Lynch). In football they call it YAC (Yards After Contact). In sales, I call it SAN (Sales After “No”). • Be so strong that nothing can disturb your peace of mind—Christian Larson. This is beautiful—and powerful—in its simplicity, with no further explanation needed. • Judge each day by the seeds you plant, not by the harvest you reap—Robert Louis Stevenson. This is an especially important message in this age of instant gratification. But this is NOT an excuse for shirking from asking for the order. • WHIRL. Passing time in a pub more than three decades ago, I coined this mnemonic
Art Of The Issue: Hornall Anderson Design Works helped the Craft Brew Alliance launch Omission, the first craft beer in the U.S. specially crafted to remove gluten to help those with Celiac disease, which affects one in 100 Americans. The Widmer Brothers’ product contains all the other traditional beer ingredients, including malt barley. The HA-developed tagline: “It isn’t just what we took out; it’s what we left in.” on a cocktail napkin to express my idea of the “secrets of a successful life.” The elements must all be realized and balanced on the teeter-totter of life, as shown at left below: • Wealth: Not ostentation, just the simple ability to comfortably afford the things you need. • Health: The ability to “answer the bell” each day, especially if you’re self-employed. • Independence: The most important element. Nothing trumps the satisfaction arising from the ability to control one’s time to the max! • Respect: Self respect, as well as the respect of others. • Love: No explanation needed. save share send Have a most rewarding New Year—at work and at home... —LC
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MARKETING Larry Coffman • Melissa Coffman Publisher Assoc. 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
Ianniciello GreenRubino has added associate creative director Dennis Budell and designer Quinn Ianniciello to its creative department. Dennis comes from Drake Cooper, Idaho’s largest marketing agency, and Quinn is a graduate of the Murrow College of Communication at WSU... Hornall Anderson has hired Rose Cameron as head of global brand strategy and David Glaze as VP/interactive. Cameron has more than 20 years experience with some of the top agencies in the U.S and London, including Leo Bur-
Cameron
Glaze
Thorn
Brazel
Finley
Murphy
Kouwenhoven
Acutanza
nett, and Glaze also has two decades of experience with some of L.A.’s top agencies, including MRM Worldwide and Saatchi & Saatchi... Nandi Thorn and Rosalind Brazel have joined The Fearey Group as PR strategist and communications specialist, respectively. Nandi comes from Waggener Edstrom and Brazel was at KIRO-TV for six years as a news writer and before that was a news anchor in Shreveport, LA ... Media Plus+ , which is celebrating its 30th anniversary in 2013, has promoted Mary Ann Grajek to VP/corporate operations and Lauren Portman Ramaska to director of Integrated Strategy and Digital Media. Mary Ann has been
with the media agency for 14 years and Lauren for five... Copacino+Fujikado has announced staffing changes that include a promotion and three hirings. They include the promotion of Tarah Finley to account coordinator and the hiring of Tonya Murphy, previously with Frank Unlimited, who has rejoined the agency as media director. Other hires include Kathleen Grebe from Publicis Seattle as senior art director/ design director and Emily Power, a recent graduate of the Murrow College of Communication at WSU, as executive assistant... Hemlock Printers has promoted Richard Kouwenhoven to president and general manager of
Hemlock Printers, based in Burnaby, B.C., with offices in Victoria, B.C., Seattle and California. His father Dick, who built the company from a small storefront printer into a major force on the West Coast since 1965, will become chairman and CEO. Dick’s brother Frits is managing partner in the USA, based in Walnut Creek, CA... PRR has hired Jeanne Acutanza, who comes from CH2M Hill, as its new director of major projects... LeeAnna Buis from Virgen Advertising in Las Vegas is the new media director at Frank Unlimited... Wattsmedia has hired Robert Egan, the former associate artistic director of the Newsmakers • 20
Grajek
Grebe
Buis
Ramaska
Power
Egan
MARKETINGnw.com • January/February 2013 • Page 3
Budell
The
Awards
Showcasing Your Best Work...
Categories*
1. 2. 3. 4. 5. 6. 7. 8. 9.
ADVERTISING
TV COMMERCIAL(-$5K) TV COMMERCIAL (+$5K) RADIO COMMERCIAL PRINT AD OUTDOOR AD TV CAMPAIGN AUDIO CAMPAIGN PRINT CAMPAIGN INTEGRATED CAMPAIGN
PUBLIC RELATIONS
MARKETINGnw.com • January/February 2013 • Page 4
10. PRIVATE-SECTOR PROJECT 11. PUBLIC-SECTOR PROJECT 12. PSA 13. BUSINESS BLOG 14. PERSONAL BLOG 15. SOCIAL MEDIA CAMPAIGN
DESIGN
16. 17. 18. 19. 20. 21. 22. 23.
CORPORATE LOGO BRAND LOGO LABEL POSTER PRINT PIECE PACKAGING PHOTOGRAPH: For use in advertising PHOTOGRAPH: For use in editorial
24. 25. 26. 27.
PRINT AD: Ad created as direct-mail piece CUSTOM PACKAGING CONSUMER CAMPAIGN B2B CAMPAIGN
28. 29. 30. 31. 32. 33. 34. 35.
OUTDOOR INSTALLATION TRADE SHOW EXHIBIT LARGE FORMAT: For use as a decorative graphic LARGE FORMAT: For use as an advertising message NON-TRADITIONAL GUERRILLA CAMPAIGN ID/DECORATIVE SIGNAGE SPECIALTY ITEM/AWARD
DIRECT MARKETING
OUT-OF-HOME
GRAPHIC ARTS
The 2nd Annual MARKETING Awards will recognize the most outstanding marketing communications work in Washington State during 2012 To enter, simply log on to www.marketingnw.com and click on the Big M for the easy entry details. Entries are being accepted through March 22, 2013. Voting will be done by a unique combination of a national panel of experts, an 11-member local committee and visitors to the website. Big M (First Place) winners will be announced May 16, 2013 at the awards ceremony, be displayed in the July/August issue of MARKETING and in a special eight-page section in the 2013 MARKETING ATLAS.
Entries Deadline—March 22!
36. LABEL 37. CLIENT/SELF-PROMO PIECE 38. POSTER 39. CALENDAR 40. CATALOG/MAGAZINE 41. PACKAGING 42. FINISHING
MEDIA
NEW MEDIA
43. TELEVISION: Breaking News 44. TELEVISION: Feature 45. TELEVISION: Investigative 46. RADIO: Commentary 47. PRINT: Feature Story 48. PRINT: Special Section 49. PRINT: Investigative 50. WEB VIDEO 51. WEB AD 52. WEBSITE: Design 53. WEBSITE: Consumer 54. WEBSITE: B2B 55. APP
* Visit www.marketingnw.com and click on the Big M for further category descriptions.
‘MARKETING IMMORTALS’ Inductees Mike Mogelgaard
Patricia (Pat) Fearey
Pub. Note: This bio was authoried by Mike’s good friend, erstwhile competitor and fellow IMMORTAL, John Brown: For a Detroit high school dropout, Mike Mogelgaard managed to rack up a surprising list of accomplishments in his 25-year advertising career in Seattle. It all began when he dropped out of high school to join the Navy. His last post before being discharged was in Seattle. He liked the area and decided to make it his new home. He enrolled in Seattle University on the GI bill and earned a degree in communications. After digging around the local ad scene, he talked his way into a job as a mail boy at McCann-Erickson in 1975. Less than a year later, the agency made him a junior account exec and his new career was off and running. By age 30, he was managing the Seafirst Bank and Rainier Beer accounts, two of the agency’s largest clients. He did well at McCann, but the thirst for having his own business convinced him to leave McCann and start his own agency—Mogelgaard & Associates (M&A). He promoted the agency aggressively, especially through a series of direct-mail pieces featuring Mike himself, dressed in a white suit, white vest and tie, tagged as “The Lone Wolf.” The pieces were
Pat Fearey, APR, is chairman and CEO of The Fearey Group. Founded in 1981, it’s one of the largest and oldest independently owned, full-service public relations, social media and public affairs firms in the Pacific Northwest. With more than 40 years of experience, Pat is widely recognized as one of the top PR professionals in the country. She has worked with some of the region’s highest-profile companies and organizations, including Vulcan Real Estate, Weyerheauser Real Estate, Tiffany & Co., Tully’s, Swedish Health Services and Safeway. In addition to actively helping shape the planning and strategic direction for each client, she works behind the scenes, building mutually beneficial, strategic alliances among client executives, charitable organizations, the media and business, civic and community leaders.
Mike in a recent photo shown relaxing at his beach-front condo in Miami.
wildly creative and humorous; some thought they were outrageous and even slightly scandalous. However, they spiked awareness and made Mike and the agency famous. Many credit Mogelgaard with pioneering the ‘virtual agency’ concept, Mogelgaard • 21
THE PROCESS: As promised in the Sept./Oct. issue, two new inductees will be added to the MARKETING IMMORTALS pantheon each issue, for the foreseeable future. As is the case in this issue, the inductees will be 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 29 members already share send save enshrined. Nominations may be sent at any time to larrycoffman@frontier.com. save share send
Pat sitting on an unidentified Santa’s lap at a recent Christmas party.
Pat has served on the boards of organizations such as PONCHO (Patrons of Northwest Civic, Cultural and Charitable Organizations), the Greater Seattle Chamber of Commerce, Seattle Rotary and the Public Relations Global Network. In 2005, the Puget Sound Business Journal named her one of the area’s 20 Most Influential Women, and in 2007, the local chapter of the Public Relations Society of America honored her with its Jay Rockey Lifetime Achievement Award. Go to marketingimmortals.com and navigate to the Public Relations section to read Pat’s commentary.
cloud-based spreadsheet—to an enterprise business audience, we unleashed hell on the Wall Street Journal’s iPad app. See the whole story here: hodgsonmeyers.com/smartsheet We’re transforming B2B marketing.
74% Recall Rate. 50 % Took Action.
BR A NDING . L E A D GE N E R AT ION . DIGI TA L .
Make noise. Get noticed.
MARKETINGnw.com • January/February 2013 • Page 5
To introduce Smartsheet—an innovative,
Rod Brooks: The Client View
The Brand-Partners Model Brand marketing from the inside out may fully understand—to ensure that in-
MARKETINGnw.com • January/February 2013 • Page 6
has been my career for more than 40 years. While my thoughts and practices have evolved over decades, I’ve consistently held to one fundamental belief: No one knows better what’s right for the brand than the manager who lives and breathes it during each waking moment of the day. No consultant. No agency. No media. The effective brand manager spends countless hours listening to and authentically hearing the voice of the customer, standing in the customer’s shoes before establishing strategy or implementing campaigns. I’m convinced that it’s rare for anyone on the outside to feel the same uncomfortable churn in their stomach when they hear stories from disappointed customers. Nearly as uncommon are the moments of genuine gratification and the prideful rush that a brand manager relishes when a customer acknowledges that the brand truly “gets it.” Effective brand managers know that a promise made on the outside is only as good as the organization’s ability to consistently live it on the inside. It’s the brand manager’s responsibility—a responsibility more challenging than agency principals
ternal and external brand attributes, messages and values align at every consumer touchpoint. During my career, I’ve shifted from embracing the concept of full-service agencies toward a model that broadly includes partners who bring specific expertise to the mix. While this approach enables brands to blend higher skills in desired disciplines, it adds yet another dimension of complexity to the brand manager’s role. Let’s consider the requirements of a brand manager who parcels out work to several specialist agencies. Today’s brand manager must have the entrepreneur’s capacity for differentiating vision, an architect’s eye for effective design, an engineer’s discipline for building to precisely defined plans, the well-tuned ear of the symphony conductor and the courage and decisiveness of a battle-tested field officer. I haven’t found it particularly beneficial to designate a long-standing lead agency when multiple partners gather at the table. To the contrary, I believe it’s essential that brand managers not relinquish control to partners for hire. Instead, they must ensure that all partners understand the brand vision and be capable of clearly painting the big picture that depicts the brand’s objectives and desired results. Brooks • 22
Yes, But The Core Is Key I fully agree with Rod Brooks’ asser- pay for the long-lasting impacts of their tion that the brand is everything. From a brand agency perspective, having a partnership with a wise brand leader like Rod is essential to the creative process. The kind of work that moves consumers emotionally and encourages brand affinity is always aided by insight and information. PEMCO’s We’re A Lot Like You campaign is one of the finest examples of brand advertising in recent Northwest history. Think about the kind of skills needed to create this kind of work: A client that knew his audience; a team that could take research insights and shape them into a powerful advertising campaign that has lasted for several years; writers who know how to turn a phrase in a compelling way; and artists who can make this visually interesting. I don’t care how many other agencies are involved in extending this campaign, without the initial brand agency (DNA Seattle), PEMCO still would be in the shadows. The core agency was only able to create this work because they hired very capable and very expensive artisans. What I wonder is how the agency can retain these talented folks if clients don’t
artistic contributions. I don’t expect my brand creative people to know the client’s customer as thoroughly as the CMO. What I do expect is that the team is much better than the CMO at taking that insight and translating it into work that galvanizes audiences and produces strong emotional connections with the brand. Inspired work facilitates customer preference and loyalty. It isn’t everything. It doesn’t work without exceptional products and service that is much of the toil of a brand director. But brand ideas are beginning places. And there are relatively few agencies in the Seattle marketplace able to deliver such a fine campaign as that executed by DNA. I strongly encourage significant clients to retain a powerful advertising agency as the core relationship and augment this kind of agency with special services that help deliver the brand idea into all media. There’s a need for specialty firms for brands of any significance. But creating and maintaining power brand continuity over time and across diverse media can’t easily be spread across varying competing agencies. Recently I’ve spent several hours with the person in charge of all agency relationships for $39 billion of Kraft Foods Fritsch • 22
When you need to know, ask us. You can count on GMA Research for all your research needs. • Focus groups • Online surveys • Telephone interviewing • Product testing • Packaging research • Website evaluations • Brand assessments
(425) 460-8800
info@gmaresearch.com
MARKETINGnw.com • January/February 2013 • Page 7
Bill Fritsch: The Agency View
MARKETINGnw.com • January/February 2013 • Page 8
2013 Will Be Best Ever If We Just... By Ted Leonhardt Here are some New Year’s resolutions suggestions for my clients for 2013... Over the last year I’ve worked with 11 clients. It has been a great pleasure and privilege to be invited into their business lives and to help them deal with challenges and opportunities. Together, we’ve negotiated newbusiness deals, hired, fired, trained management teams and aligned business needs with personal goals. I’ve helped them through both great and difficult moments. Sometimes it’s been exhausting, but it’s always been thrilling. As I think back over the experiences of 2012 and what needs attention in 2013, I made this list of resolutions. Pick three to focus on and you will have a better 2013: I will get my Virtuous Cycle going (see diagram). I will keep my Virtuous Cycle running.
I will be clear with where we’re going and why it’s important. I will deal with issues when they arise. I will give feedback directly and immediately. I will be precise and clear in my feedback. I will give positive feedback publicly and negative feedback in private. I will work on my business, not in my business. I will define the benefits of my expertise. I will give my creative teams full responsibility. I will coach and advise, not do. I will add more help in account management. I will communicate the benefits of our expertise in the world, weekly. I will formalize our marketing and public relations efforts. I will qualify new-business opportunities before I act. I will not do any work on spec. I will not participate in cattle calls. I will say no to ridiculous requests. I will remember to ask, not tell. I will take my time, remembering that I have all the time in the world. I will form a negotiation team to respond to all major opportunities.
I will remind my team where we are going and why, weekly. I will only respond to pre-qualified inbound leads. I will close deals that need my personal expertise • Ted Leonhardt has provided management consulting and negotiation training exclusively to creative businesses since 2005. He co-founded The Leon-
hardt Group, a brand design firm, in 1985 and sold it in 1999. In 2001 and 2002, Ted was chief creative officer for Fitch Worldwide, London. From 2003 through early 2005, he was president of Anthem Worldwide, a brand packaging design group. You can contact him at ted@ted leonhardt.com and visit his website at www.tedleonhardt.com save share send save share send
MARKETINGnw.com • January/February 2013 • Page 9
Design
NEED TO KNOW
MARKETINGnw.com • January/February 2013 • Page 10
By Larry Coffman • Smith Celebration: More than 300 friends, family and employees past and present gathered at the Hyatt-Regency Bellevue on Dec. 2 to celebrate the remarkable life of Lester Martin Smith. The entrance to the spacious ballroom was framed by easels holding enlarged photos of various points in Les’ life. And inside, one wall was lined with a table of memorabilia and clippings for the guests to browse through. Son Alex, who has assumed leadership of Kaye-Smith Enterprises and its KayeSmith Business Graphics subsidiary in
• More Mogelgaard: The legend of Mike Mogelgaard (see Page 5) isn’t complete without mention of his decade-plus of outrageous Christmas cards. “Before email, everybody sent Christmas cards and, since we were in the creative business, we decided to do cards that people would remember,” Mike recalls. One of my favorites was the year that the message in flowing script on the cover read: “Before them, a band of angels ap-
peared, and they were sore afraid...” And you open up the card and there’s Mike sitting in the midst of a mean-looking band of Hell’s Angels! One of the most popular was this card at right—a takeoff on the ’50s idols— accompanied by a record of Mike singing a Blue Christmas duet with Elvis. “I had lots of people tell me they kept the whole series and always put them on their mantle at Christmas,” Mike said.
Renton, emceed the event. That’s Alex above with Les on his 93rd birthday Oct. 20—four days before his death. Alex and his sisters, Laura Lee Rob-
erts, Kim Miller and June Brockmeier, shared stories of their family experiences and memories. They also introduced their mother, Bernice. Pat O’Day and Steve West recalled Les’ rise to dominance in the local radio market with KJR in the late ’60s. That led to the launch of Concerts West, which became the world’s largest concert-promotions company at the time. The celebration program dedicated one whole page to a listing of “Lesterisms”—Les’ memorable homespun homilies. And single sayings from the
list were printed on table tents. A couple of my favorites are “Advertising is the rock’n’roll of the business world,” “A ‘no’ is not a ‘no’ until you’ve heard it three times,” and “Health is wealth”—a point he stressed to me personally at his 90th birthday party. The complete list of 20 Lesterisms accompanies this column at www. marketingnw.com/blog/larrycoffman. • Denny Strickland, 73, the man who teamed with John Brown to bring the Nike shoe to national prominence and designed this iconic Seattle Sonics logo, has died after a two-year battle with blood cancer. The 6-foot-5 Strickland is remembered as a star basketball player from Bremerton who started three years at Oregon. He also was an outstanding golfer and lived near the eighth green at Sahalee Country Club. He was an art major at Oregon and didn’t play basketball after college, concentrating on golf and work. He taught at the Art Institute of Seattle before joining Kraft-Smith. Even so, Brown hired Strickland as a freelancer to be the art director for a Portland bank, which began the relationship that led to a meeting with Phil Knight. Go to Brown’s commentary on www.market ingimmortals.com to read details of the ensuing Nike experience. It’s quite a story... • All-Important Ad-ditions: You may recall my editorial in the Nov./Dec. issue regarding an important initiative to broaden the advertising base of MARKETING “beyond the loyal cadre of printers—and a select few others—who have sustained this newspaper over the past 26 years.” The response has been gratifying. The blue-ribbon list of new Sponsors (i.e. regular advertisers) includes Copacino+Fujikado, Comcast Spotlight, DNA, GreenRubino, Clatter&Din, Frause, Eben Design, Walsh Design, Parks Creative, Strategic Media Alignment, KUOW-FM and Datavision, along with Access Printing, Olympus Press and the return of Litho Craft. That “loyal cadre” is listed in the Sponsor section on the right side of the marketingnw.com homepage. Besides sustaining the newpaper, they also made possible the complementary products: the ATLAS, the IMMORTALS and the MARKETING Awards as well as the supporting websites. Thanks to all!
A Skier’s Approach To Marketing By Kevin Nolan This may sound like some innate rationale to do what I love. But the truth is, it’s real, and you just may find that it makes an awful lot of sense. The reality is simply to do what you love: I love skiing and I love marketing. Skiing is what drives me and how I clear my brain of the day-to-day nonsense in this business. When I’m shredding the snow in the mountains, seeking out runs that scare the crap out of me, all while flying downhill so fast I’m reaching the point of recklessness, I’ve uncovered many similarities between being a great skier and (dare I say) a great marketing person. So ponder this... Keep your focus down the hill: For a skier, this is how you define the hill; where you’re going and how you navigate the mountain. It’s really a marketing approach. Look at the big picture, analyze the pitfalls and define the strategic objectives to reach the finish line. Keep your knees bent. There are lots of situations that require you to make adjustments, to absorb the obstacles a mountain will throw your way. Don’t panic. Slow
down and take things as they come. You’ll hear the word “no” a million times, but it only takes the one “yes” to turn your agency around. Balance. Stay on top of your boards and keep your hands and body squared up and down the fall line. Know what to do when you need to do it. We get caught up in the trivial moments of this business. We have a tendency to lean back on our skis because we’re afraid to present an idea that might make our clients uncomfortable. Press forward and take no prisoners. Which brings me to... Pressure. A well-pressured ski will perform beyond comprehension. Skis are made to turn and how we apply that pressure makes all the difference in the world. FIS World Cup skiers are defined by 1/100th of a second, and understanding when and how much pressure to apply with a prospective client can make the difference between winning a major account or appearing way too desperate. Be confident. Equipment. You don’t need topof-the line racing boots to make you a great skier. What you do need is equipment that fits and performs best for you. In marketing, the people you surround yourself with are your equipment. Know how to use them best, take good care of them and give them the ability to perform. They won’t disappoint.
The five-second rule. If you stand at the top of the nastiest run on earth for more than five seconds, you won’t hit that run. GO for it! With the right knowledge and training, you know technically you can ski any run, anytime, anywhere. Smart marketing people don’t second guess an awesome idea. Go with it and if the client doesn’t like it, there’s always another run. There’s nothing like the thrill and satisfaction of presenting a brilliant idea: Win or lose. It’s OK to fall. You’ll never learn more about how you fouled up than by falling. It’s OK, just as long as you learn from it and why you created that yard sale. Know the hazards. “Skiing is a hazardous sport.” Those words are printed on the back of any day/season’s pass you’ll purchase anywhere in the world. When you become bogged down with the minutia, you lose perspective and losing perspective in marketing is catastrophic. Last year, we lost a lot of people to avalanches and back country accidents. My agency lost a great friend this past Winter, Chris Rudolf, the marketing director at Stevens Pass. Chris was a remarkable human being, skier and marketer. The hazards are always there. Be aware of them and trained to handle them, but don’t let them stop you from doing what you love. Ski hard or go home! Take a lesson. Keep an open mind. Remember, you can always get better. I train eight days every Summer with the Cana-
dian Alpine Racing Team at Whistler Resort. It’s humbling and, at times, a humiliating experience. Even so, I push myself to learn the newest ski-racing techniques that help rid me of the bad habits I’ve fallen into throughout the prior ski season. Be a student of marketing. Look at the brilliance that’s created internationally, nationally and in this market. It’s a pretty amazing opportunity to have so many exceptional agencies in Seattle. While they may be your competition, watch what they do and learn from them, because obviously they’re doing something right. And most importantly... Apres ski: Have fun. Because this is a wonderful business. Sure, it’s tough at times, but we’re all frickin’ wack jobs who produce amazing things! Working with great clients and creating outstanding ideas that bring about excellent results are the reasons we do this. Celebrate the great day you had because those perfect 18 inches of new snow on a bluebird day are a gift. Own those moments and live for the opportunity to ski the next perfect run. Kevin Nolan is founder/president of Craters of the Moon Marketing, which won the Best of 2011 MARKETING Award for his ads for Fat-ypus Skis. You can reach him at kevin@cotm-marketing.com. save share send save share send
MARKETINGnw.com • January/February 2013 • Page 11
Marketing
Some Predictions For 2013 By Steve Lawson Welcome to 2013. The world didn’t end last year. Let’s celebrate by looking into the crystal ball at what may be BIG in the new year. Or not... 1. Social collaboration will increase inside the workplace. Businesses will begin incorporating social-collaboration tools into their workplace. These tools won’t replace emails, search for information, etc. in 2013. They’ll enable staff to work more efficiently and create that “wealth of inside knowledge” that businesses so
desire to accumulate. Check out sites like Yammer, Sciomino and Tracky. One of them might take off this year. 2. Businesses will recognize that everyone is a marketer. Businesses will more effectively enlist their biggest fans to market their products and services on Facebook, Twitter and Pinterest. They’ll reward their fans with incentives, will better interact with them on Yelp and hope their YouTube
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Lawson On Social Media videos are seen. Businesses will better recognize the two-way connectivity of social media and the importance of active social media communities. 3. The shift from desktop to mobile will increase exponentially. The proliferation of smart phones and tablets increasingly will drive social media to the small screen. What does that mean for marketers? Well, they need to be certain that anything they push out to the public can be seen on any screen at any time, as well as reaching customers while they’re out and about using tools like jiwire. 4. Social media marketers will gain stature inside their companies. Respect for the practice of social media and its integration with other marketing disciplines will increase as business leaders fully embrace what’s new. Being really young will no longer suffice as the sole qualification for driving a social media initiative. The era of “me too” social endeavors will wane as businesses realize that having a Facebook or Twitter presence just because everyone else has one isn’t enough. Each activity will focus on an end result. 5. More advertising opportunities arise for brands on Facebook. Facebook has to begin making some serious money. That means they’ll begin to offer brand marketers bigger, bolder, interactive and (yes) intrusive ads, including video ads. Will these new forms of advertising, especially intrusive advertising, drive consumers to other platforms? That remains to be seen. My advice to marketers: tread carefully. Respect your customers and their privacy. 6. Video will become even more important to business. Video may be the fastest-growing segment of social media. We’ve certainly seen the explosive growth of video in our social media consulting business. Why? Well, in social, content is king. Better content leads
to higher levels of engagement and better search results, including local search. If a picture is worth a thousand words, a video is worth several million (ok, not really...). It’s imperative that you tell your story in as many ways as possible to increase the odds that it might be shared. Text, pictures and video complement each other in the social universe. The correct choice here isn’t A, B or C, it’s D—all of the above. 7. Business and social will continue to blur. Especially with small and medium businesses, the intersection of business and life will continue to blur. No one wakes up in the morning wondering how their favorite brand is doing. But people do care about other people. What stories can you share that will engage your customers and potentials on an emotional level? It’s probably not just a brand attribute. 8. The consumer will continue to be in control. When the popular photo-sharing site Instagram announced a new terms of use policy that stated that anything consumers posted on the site became Instagram’s property, we saw a mass exodus of users—so many in fact that their CEO came out and tried to make the case that the new terms of use were merely misinterpreted. Hmm. Let’s see, first Instagram planned on ignoring their users’ rights, then they blamed the problem on the users for misinterpreting their policy—even though the policy made their intent very clear. Will you trust Instagram with your personal assets? I won’t! Let’s check back in a year and see how my predictions held up. Have a happy, healthy and prosperous 2013. Steve Lawson is the president of Friendly Voice, which helps conpanies large and small engage customers through social and traditional media. He can be reached at friendlyvoice.com or 425-649-9114. share send save save share send
Connie Winter was the first to email the correct answer to the question: What was the name of the bindery that became Bayless Bindery? The answer is Ward’s Bindery, predecessor to Puget Bindery, twice removed. Bayless nee Puget Bindery happens to be the first and longest-running (since 1986!) advertiser in MARKETING. The answers to these trivia questions are found in the commentaries on the www.marketingimmortals.com website. But eagle-eyed Connie, who works at Pacific Rim Aerospace in Kirkland, also spotted the answer in the Puget Bindery ad (see Page 19 in this issue).
The next question is: Where and when was the inaugural dinner meeting of the Pacific Northwest Chapter of the Public Relations Society of America? The first person to email larrycoffman@frontier. com with the correct answer will win $50. Other news you can find only on the www.marketingnw. com website includes: • Linda McCune’s popular Broadcast World column, where she keeps tabs on the comings and goings of well-known personalities in the
Only On The Web TV and radio realm, like Ken Schram, Robert Mak and Mike Gastineau in the column before the current posting. • The must-read commentaries of the two newest inducteees into the MARKETING IMMORTALS pantheon—Mike Mogelgaard and Pat Fearey. You can access them by going to either marketing nw.com and clicking on the marketing immortals.com icon, or going directly to marketingimmortals.com. In either case, they’re well worth the trip. • Having the opportunity to weigh in on the new SuperSite Survey question. The most recent question, appropri-
ately enough, was: How useful do you consider the MARKETING IMMORTALS commentaries? Extremely Useful scored 66.7%, Somewhat Useful, 22.2% and Very Useful, 11.1%. No one chose, Don’t know. I haven’t read them and probably won’t. • Finally, it’s time to begin submitting your 2012 MARKETING Awards entries by going to marketingnw.com, clicking on the Big M and filling out the electronic entry form. Best of luck! save share send save share send
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Another Trivia Question Winner!
Tips On Solving The ‘Internet Mystery’ Web Design
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By Miriam Walsh Lisco Feeling crushed under the weight of not knowing how to use the Internet? Are you paralyzed by all the options? Are you seeing your competitors get online and it makes you feel like they’re winning and you’re losing? Or are you online and not seeing the results you expected? Well, you’re not alone. Our 67-year-old design firm knew the Internet mystery had to be solved for our clients—as well as ourselves. Suffice to say we’ve invested many hours and dollars developing the people and hardware/software to get up to speed in the new digital world. Here are some things we’ve learned— often the hard way—that may help you solve the Internet Mystery: It’s vitally important to work with someone you trust. Qualify your Internet marketing expert (whether you outsource or hire for in-house) by asking for demonstrated results from their clients. You should be able to get at least three positive referrals who can tell you,
“my sales increased; my client base grew; or I launched my new product/ service successfully.” Next, be clear about your goals. If you don’t know enough about how the Internet can help grow your business, your Internet marketing expert should be able to help you determine an effective approach. And understand that not every video goes viral on YouTube. Your initial entry into the Internet realm will need some tweaking and adjusting. Be realistic about your deadline for results. BUT, it should take less than a year to achieve some desired results—beginning with these three steps in solving the Internet Mystery: The first step is realizing that your web-
The results you realize are directly dependent upon the features and functionality of your website platform. The primary website platforms for taking your business online are. • Brochure websites. More than just a business card, a brochure website give you an opportunity to display your products and services in more detail because it provides more space than your business card. And it has no client/customer attraction tools. • Marketing websites. This is a brochure website with the addition of tools to attract clients and customers to your business. A primary tool is search engine optimization (SEO). These and
You MUST clearly define your desired results... site is your Internet platform. The second step is knowing that the features and functionality of your website determine how the Internet will generate results for you. And the third step is knowing that you MUST clearly define your desired results before you begin building your website platform.
other mechanisms draw client/customer traffic to your website and motivate them to contact you either through email or a phone call. It also provides a tool for visitors to give you their contact information, thus giving you permission to communicate with them. • Online store websites. These contain all the features of the first two but
have the functionality of a brick-andmortar store, allowing customers to buy from you online. An online store website is equipped with a shopping cart and shipping options. This is currently the fastest way to increase sales and grow your business. It’s also the most complicated and expensive because it has many functions that must work together to maximize your results. Remember to answer these fundamental questions if you want to succeed in solving the Internet Mystery for your business: • Have you hired or contracted with someone you trust—and who is proven— as your Internet marketing expert? • Did you clearly define for him/her what you want your website to achieve? • Do the features and functions of the website support your desired results? • And are you realistic about your deadlines? Best of luck. • Miriam Walsh Lisco is the principal of Walsh Design, founded by the late and legendary Frederick Walsh in 1945. She can be reached at miriam@ walshdesign.com. save share send save share send
‘Unfinished Business’—Since 1977!
Gloria Steinem, left, speaks with Amy Simon, an actress and playwright who does portrayals of notable women, such as Bella Abzug and Eleanor Roosevelt. Second from left is Rita Brogan, who is speaking with Carmen Delgado Votaw, vice-chair of the National Commission for Women, at the recent convention.
The 1977 National Conference for Women was an audacious undertaking. More than 150,000 people participated, including at women’s conferences held in every state and territory in the nation. It was so audacious that it mobilized thousands of the Christian right to attempt to disrupt, out number and out maneuver our state conferences, including the Washington State Conference in Ellensburg. I had the great honor of serving with many of the founding mothers of the Wom-
en’s Movement on the National Commission. Some of those great women continue to lead; some are no longer with us. I thank them for the opportunity to learn some of the most valuable lessons of my life about inclusive and compassionate leadership. Imagine a National Agenda for Women that included 16 resolutions that ranged in alphabetical order from Arts & Humanities to Reproductive Freedom. Many elements of that agenda have been realized since 1977, but many have not. For example, women still are underrepresented in the upper echelons of corporations, government, academia and the media, there continues to be discrimination based on sexual preference in many parts of the nation, quality affordable childcare remains difficult to find and the U.S. ranks 34th in the world in infant mortality. Although a Continuing Committee of the Conference operated for a brief while, there is no entity or agency charged with the respon-
sibility of systematically managing its implementation. At the same time, the conservative Christian coalition that came together to fight us continues to work tirelessly to undermine many of the gains women have made. The women’s movement today no longer has a singular vision and is perhaps less of a political than a social movement. But there is still more to unite than to divide us. Perhaps it’s time to think about what it would take to reactivate the focus of a unified movement. What would it look like? What passion will inspire women to reach across their differences to achieve a greater good? How far have we really come? And where do we want to go? That is our unfinished business. Rita Brogan is the founder and CEO of PRR, Inc., with corporate offices in Seattle and Washington, D.C. You can reach her at rbrogan@prrbiz.com save share send save share send
At right is the cover of small (9 x 7 inch) coffee-table book containing 210 photographs by Diana Mara Henry. The book comprises her official photography of the National Women’s Conference and other historic events and personalities from the 1960s to the 1990s. The price of $25 includes postage. Go to www.womenonthemoveon line.com or to www.dianamarahenry. com for further details.
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History In Photos By Rita Brogan I was invited to speak at a photographic retrospective at New York City Council President Scott Stringer’s office recently to commemorate the 35th anniversary of the National Women’s Conference held in Houston in 1977. The conference was organized by the National Commission for Women, chaired by Bella Abzug and including luminaries like Maya Angelou, Coretta Scott King, LaDonna Harris, Ellie Smeal and many other powerful women leaders. Four of the commissioners—Gloria Steinem, Congresswoman Elizabeth Holtzman, Carmen Delgado Votaw and I—were invited to speak at the grand opening of the exhibit produced by the great photojournalist Diana Mara Henry. “Unfinished Business” was the theme of the opening. The occasion presented a good opportunity to reflect on what has been accomplished and what is still unfinished for the Women’s Movement. In the 1970s, fifty years after passage of the 19th Amendment, the women’s movement became, once again, a powerful political movement. We had a vision of inclusivity: multi-partisan, urban and rural, all races and all religions, regardless of sexual preference. We knew that, as women, there would be more to unite than to divide us.
News
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Continued from Page 1 the president/CEO of the Everett Area Chamber of Commerce from 2001 to 2011. Louise (at left) has had her own consulting firm since last January. In other news: • Copacino+Fujikado has broken its first campaign for Overlake Hospital since winning the account this past Summer. It stresses patient-centered care with the tagline, “We think about you.”
ADDYs: Jan. 11 Deadline! PRSA Continued from Page 1 and “One Way” that will run through early 2013, as local shows solicit entries. “The campaign is a salute to those who don’t let obstacles or roadblocks get in the
Said Jim Copacino: “We’re excited to add this premier hospital to our portfolio of healthcare clients, which also includes Seattle Children’s, Premera Blue Cross, CareFusion and Lakeside-Milam Recovery Centers.” • GreenRubino is also excited about acquiring the Snoqualmie Casino account, previously held by NJA in Southern California. Principal John Rubino called it “a significant win and great brand for [us] to be associated with.” • Chihuly App: The first-ever iPhone app for glassblowing has been developed by The Martin Agency and Unit9 in London to complement the exhibition of Dale Chihuly’s life works at The Virginia Museum of Fine Arts. The app allows users to se-
stand out in the crowd. At Litho Craft, it’s our mission to help you look good on paper so that you look good to your audience. With over 50 years of experience, we know what we’re doing. You’ll find us responsive, flexible, and reliable. From stunning brochures, publications and calendars to effective direct mail projects, we are your true one-stop source. Litho Craft – making sure your printing stands out beautifully, one press sheet at a time!
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way of making their work as strong as it can be,” explained Knight. “We knew we’d be creating ads for our toughest audience—our peers. Our goal was to honor how much of themselves people put into their work every day.” Riddell, principal of BigHouse Production and the man responsible for reviving the Seattle ADDYs, said, “The campaign elevates everything we’ve been trying to accomplish by calling out those who rise to the occasion to create award-winning ideas.” Knight and Scherer collaborated with Dennis Clouse of Cyclone Design in creating the campaign. Getty Images donated the photography and The Creative Group in Seattle donated the banner development. The ad on Page 23 is an example of the local adaptation of the campaign. And most importantly, it calls attention to the Jan. 11 deadline for entries in the Seattle ADDY Awards competition. lect from three Chihuly forms and then prompts him/her to blow into the iPhone to shape virtual molten glass into a unique piece inspired by Chihuly’s art. The user can bend, curve and mold their work of art in 3D and add texture, color and more shapes until their creation is save complete. share send save share send
Continued from Page 1 when your professional peers recognize you.’ Although I never had the privilege of working for Jay (is it too late?!), I’ve been an admirer of his since the mid-70s when I first met him when I was a young staff member at the Seattle Chamber and he was one of the volunteer leaders. “Jay set the bar for professionalism, conduct and giving back in our market and beyond,” Cheri continued. “That he attended the banquet and also is a graduate of the WSU Murrow School of Communication (where the student chapter of PRSA bears his name) makes this award even more special.” Brennan went on to gain APR accreditation and was president of the Puget Sound Chapter of PRSA in 1991. She also served as president of the Puget Sound chapter of the American Marketing Association and the Seattle chapter of Marketing Communications Executives International. She is the principal of Alliance Communicaitons, which she founded in 1990. Other award winners included: PR Professional of the Year, Bev Hollandl; Outstanding New Member of the Year, Lauren Lytle; Hugh Smith Community Service Award, David Blandford; and President’s Award for Volunteerism, Diane Bevins, Amy Turner and Karla Slate.
Paperbuttons
Awards
Continued from Page 1 is that all winners will be announced at an awards presentation on May 16 at the Bell Harbor International Conference Center in Seattle, rather than online, as was done last year. This change, and the inability to accommodate all of those who wanted to attend the awards reception at the U.W. Center for Urban Horticulture last year, made it necessary to secure a larger venue. The 2011 competition attracted more than 300 individual entries and more than 3,000 votes were cast in the online balloting—both exceeding expectations. Comcast Spotlight will again be the Presenting Sponsor of the Awards. save share send save share send
campaign. The user stays engaged with the campaign and the Paperbuttons app does the work to complete a Facebook post, send a direct email and save a digital copy of the print content to their phone. Seattle magazine and MARKETING are the first print publications to register their brand subdomains on our Paperweb and launch Paperbuttons in their current issues, allowing readers to Share, Send and Save editorial content. Our business model allows publishers to offer Paperbuttons to advertisers as well as work directly with brands and agencies to incorporate Paperbuttons into a variety of traditional media campaigns as a directmarketing and social-engagement tool. My business partner, Russ, says, tongue in cheek, that “Paperbuttons is a QR code killer, because QR codes are ugly and awkwardly move traditional media campaign viewers to a digital website. The problem of connecting offline and online isn’t going away,” Russ adds. “It just needs a better, more fluid social-connection experience for the consumer—and that’s us.” We also can turn any current UPC barcode on a product label into a Paperbutton. At the Launch Party, attendees could read a beer can UPC code with our app and instantly Shazam the current song being played by the DJ and post it to Facebook as well as get more info by email.
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Continued from Page 1 The difference between a one-page website and a magazine article or outdoor poster is that the website has call to action buttons like Share, Email or Buy. Paperbuttons allows publishers and agencies to add oneclick call-to action icons to print campaign. “One click” simply means that readers scan the slimmed-down barcode under the Paperbuttons icons with the Paperbuttons app, while keeping their eyes on the print
Gravity Creative held a recent open house to celebrate its 13th anniversary and move from Bellevue to 760 Aloha St. in Seattle. More than 100 friends and family attended. Current and former Gravity designers are front row, ltor, Jesse Doquilo, Lindsay Lush and Char Davidson, second row, Cori Omundson, Huy Cao, co-principal Barbara Combs and Brijean Brennan, and back row, Jennifer Brastad, Jennifer Vickers, Jacqui Lott and co-principal Kirk Stanford.
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The Distillery is a new agency founded by, from left, Jason Brown, Gena Felton and Ron Gross. Their first major project was the astronaut-about-town campaign for the Museum of Flight that was the idea of MOF marketing director Mike Bush and senior art director Sherri Scott to promote the new space shuttle exhibit. At right is a frame from one of the several television spots that helped boost attendance by more than 90% the first week and profits by 58%.
Don’t Cut Corners! Photography
This recently listed waterfront home sold after only 14 days, and received multiple offers, with the help of strong photographs.
changes in lighting can really make your subject shine. Not everything can be done in post. 7. Consider your ROI. If you reach even one more client, it likely will more than pay for the cost of professional photography. Often your photography expenses are easily recovered by a few additional sales, so any impact whatsoever from better images justifies the ROI. For example, if advertising an apartment’s staged-model unit, a dozen professional images may cost only one month’s rent. The potential upside is huge, especially over the lifetime of an image. Consider these points when planning your next advertising spend. Using an inexperienced photographer—or doing it yourself—in hopes of saving a few dollars may, in the long run, actually cost you more in loss of potential customers. Every marketing piece is an opportunity; so make the most of it. Invest in high-quality images that will work hard for you. • Brian Parks has been a commercial photographer in the Seattle/Eastside area since 1984. His career has covered a wide variety of working experience with different aspects of advertising imagery. See more of Brian’s images at www.parkscreative.com. You can contact him at brian@parkscreative.com. save share send save share send
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By Brian Parks Having been a commercial photographer on the Eastside for 28 years, I’m surprised how frequently companies use mediocre images to promote their products and services, actually hindering their efforts. Following are some reasons why hiring an experienced professional photographer can amplify the effectiveness of your marketing materials. 1. First impressions are critical. They lead to assumptions about the quality of your offerings. What will they communicate about your company or service? What kind of quality? Standards? Expertise? Also, photos usually draw the eye first, so they entice your prospect to read your content and set the marketing “hook.” 2. DIY photography isn’t your best foot forward. Your graphic designer needs quality images to work with. Don’t underestimate the value added from a seasoned pro; their suggestions at the shot may be the decisive factor. Nothing can replace experience because it also teaches us the most efficient and effective ways to do things. 3. A nice camera doesn’t a skilled photographer make—just as having a nice kitchen doesn’t automatically make one a great cook. Finding and developing that good working relationship with a visual artist who has creative vision, business savvy and technical expertise will pay off. The selection of a photographer should be appropriate to the assignment. An otherwise fine outdoor shooter may not have years of experience using indoor lights, so find the right fit. 4. Owning PhotoShop doesn’t a digital-imaging expert make. Designers know this first hand after seeing the results of client-provided novice Photo Shop work. Some problems will be obvious; others may not appear until it’s too late (think trade-show booth). Sometimes the file can’t be “fixed” and needs to be completely reworked (or re-shot). 5. Consider the hidden costs of shooting in-house: the expense of lights and equipment, potential drop in productivity for your employees, time spent recruiting help from others during and after shoots and problems that can arise from novice PhotoShop work. These and other hidden costs all add up and should be factored in. You may lose any actual savings in required post-work or having to pull a job off press to make adjustments. 6. Lighting can make or break an image. Supplemental lighting may be critical to show form and convey the right mood for your product or service. Even subtle
MORE NEWSMAKERS Continued from Page 3
Seattle Repertory Theatre. Before joining Wattsmedia, Egan founded RHEgan Productions and Eye Street Media, which conceived and produced films and live events for major organizations across the U.S.... Weber Marketing Group has hired John Mathes as senior brand strategist. He previously worked at both Brandpartners and Bancography... Spokane-based Magner Sanborn, with offices in Seattle and San Francisco, has added Charlotte Boutz as a senior account planner, Scott Ellis as a digital marketing specialist and Jimmy Gleason as a web developer.
Projects & Places
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DNA Seattle has created an edgy campaign for PowerA’s new wireless videogame controller MOGA. It targets core gamers, who immerse themselves in the console games they play at home, where they often use profane, expletive-laced language while playing. DNA’s integrated campaign demonstrates how the MOGA controller allows gamers to take the experience anywhere on their Android mobile phones. The campaign uses profanity in symbols and bleeped video to break through the clutter of other holiday launches and create content that will be shared socially and passed on to friends. “Hardcore gaming is a visceral experience. With MOGA the experience goes mobile.
Mathes
Ellis
Boutz
Gleason
The result could be very entertaining or disturbing, depending on your point of view. Our work attempts to harness some of the possibilities,” said DNA associate creative director Peter Hughes... Hemlock Printers received Gold for the seventh consecutive year in the Most EnvironmentallyProgressive Printing Company category in the Canadian Printing Awards competition sponsored by PrintAction magazine. Hemlock won a total of seven awards, including three in environmental categories and four for outstanding printing project. (Also see news of Richard Kouwenhoven’s promotion to president and general manager of the Burnaby, BC-based company)...
Team Soapbox worked with the Seattle Dept. of Transportation for the fourth year in a row on the annual Pedestrian Safety Campaign. They assembled the Super Safe Dance Walking Elves to tout safety messages in the downtown area while dressed in neon garb and “dancing their hearts out,” in the words of TS principal Christine Stepherson.
Bright Spectrum, Inc., a web content management and ecommerce development firm, has unveiled a new website of its own at www.brightspectrum.net, which includes a new logo, design features and case studies. “We are one of the few development companies in Seattle that just builds the back ends of sites and apps and we wanted our site to reflect that,” said BSI founder Chidozie Bright...
...Rainier Industries recently printed and installed environmental graphics in the Auburn University athletic complex in Au-
Phinney/Bischoff Design House created the website above for Marylhurst University, just south of Portland, rolling out the marylhurst.edu desktop version first, followed by the mobile version several months later. Below, is the website for Elements of Education, a non-profit that runs two alternative public schools in Tacoma, that was created by the Seattle-based BAJI Group.
burn, AL (example on Page 20 at left). This is Rainier’s latest project using imaging to attract and inspire student athletes. Rainier has used its capabilities in wood, metal, fabric and digital technology to complete similar projects at the University of Southern California, Pepperdine, the University of North Carolina and Mississippi State University.
Mogelgaard Continued from Page 5 with a core staff and the utilization of freelancers as needed from account to account. M&A went on to win many major local accounts, including Seafirst Bank, Longacres Race Track, Starbucks, QFC and Metro Transit.. The agency also won several walls full of creative awards, attracting attention from major agencies looking for an acquisition. Among the suitors was The Evans Group, a large regional agency based in Salt Lake City. They bought M&A in 1990 and Mike was made corporate creative director for Evans Group’s five offices throughout the West. In 2000, Mike happily retired to pursue a variety of other interests, including growing rare orchids and collecting antiques. He also travels frequently to his homes in Miami, New York City, Vancover, B.C. and Whidbey Island from his hillside villa in Leschi • Pub. Epilogue: Be sure to go to www. marketingimmortals.com and Navigate to the Advertising Section and click on Mike Mogelgaard to read his candid and entertaining commentary on his storied Seattle advertising career. Also see more Mogelgaard on page 10. save share send save share send
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MORE NEWSMAKERS
Brooks
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Continued from Page 6 It remains the brand manager’s responsibility to define clear expectations and metrics for success, assemble the skills and resources of partners who can capably deliver desired results and orchestrate the moves that drive and direct the brand at the appropriate pace and cadence. When working with several agencies, the brand manager must clearly articulate the “why” behind the direction, the “what” of each partner’s defined role and “how” each partner’s contributions augment the team to achieve the brand’s objectives. The brand manager must ensure that all partners collaborate actively and openly, without obstruction. There simply isn’t room for selfish “me first” behavior. For virtual teams to thrive and tap their combined resources effectively, the partners must agree they will implement the best ideas—regardless of who brings those ideas to the table. While I don’t recommend designating an ongoing lead agency, I do believe that moving the leadership responsibility to different partners for diverse projects is useful. So is designating a lead agency when various aspects of a campaign must be implemented simultaneously. At the end of the day, the brand is everything. Rod Brooks is VP/chief marketing officer of PEMCO Insurance. You can reach him at rod.brooks@pemco.com.
Fritsch
Continued from Page 7 brands. Kraft is going the opposite direction from PEMCO, moving toward even closer ties to lead agencies under Agency of Record relationships. Slowly but surely, Kraft is replacing stodgy old advertising agencies like Leo Burnett with younger, more hip agencies like Droga5 and Crispin Porter + Bogusky. These agencies combine traditional and digital advertising spaces with a powerful ecosystem where work is fun and consumers are mesmerized. This work moves easily from traditional advertising to digital and mobile media. Chicago is a huge advertising market that is rediscovering the power of AOR agencies. And household name brands don’t need too much lecturing on the value of retaining talented creative people. There may be only a dozen really fine agencies in Seattle that continually produce exceptional communications work. They and others will only be able to contribute to brand success if they’re able to retain their expensive craftspeople. They need ongoing engagements with brands to do so. Bill Fritsch is an independent marketing consultant who’s owned multiple creative firms. He’s at billfritsch@me.com. save share send save share send
Calendar
Jan. 17-National Academy of Television Arts & Sciences, Deadline for entries in the 50th Annual Northwest Regional Emmy Awards. For more information, go to natasnw.org. Jan. 25-Public Relations Society of America, Panel on Privacy and Security— Corporate Reputation Drivers of the Digital Age, 7:30-9am, Edelman, 2301 Fifth Ave., Ste. 500. Seattle,WA 98121. Feb. 5-Public Relations Society of America, Annual Totem Awards Banquet, 6-9pm, Farestart, 700 Virginia Ave., prsapugetsound.org or 206-623-8632.
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Jan. 9-American Marketing Association, Jeremy Foster of Microsoft and Charlie Claxton of Produx on Why Marketers Should Be Early Adopters of Windows 8, 11:30am, The Harbor Club, psama.org or 206-623-8632. Jan. 11-AAF Seattle (AdClub Seattle), Deadline for entries in the Seattle ADDY Awards competition, addyseattle.com. Jan. 16-American Marketing Association, Speed Networking Workshop-Paolo Mottola of REI on Leveraging User-Generated Content to Build Your Brand, Seattle Times, 6-8pm, 1000 Denny Way, Seattle.
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