El Gaffney

Finding Something Real

This is a response to Clay Parker Jones’ Longing for Something Real.

I was just alerted to Clay’s latest post via Twitter. He sets expectations upfront that it’s introspective, focused on the job of a strategist in the world of communications, and a bit long. I will do the same. This is my initial reaction, also focused on the role of an account planner (another term for strategist), and I have no idea how long it’s going to be.

As I started reading, I found his honesty refreshing and many of themes he touches on relatable—at least to another 27-year-old in the advertising industry. Though I’d imagine much of what he’s offered will be less than foreign to older strategists and anyone looking for professional satisfaction. Anyway, somewhere around his third paragraph, I realized I was going to comment—most likely, “good stuff, brother.” But then when he started tackling his second question—Can strategy be fulfilling?—I started taking notes. (Yes, buddy freehand first - just like your pops taught you.)

I was compelled to write…

You may be surprised (if you haven’t been already) how many people don’t know what to do next, what to do now. Yes, that goes for job searching. However, I’m going talk about marketers. They just aren’t sure what to do for their “brand.” (This is the last time I use the “b” word in this post.) They don’t know what to do say about their companies, its products and/or services. They don’t know how they should be saying it or where. Often, they don’t have know who they should be talking with. A few steps back, they don’t have a clear sense why they want to “communicate” in the first place.

We are problem solvers. And sometimes the most important work we do is helping people (our clients) define the real problem they want to address.

We are storytellers with discipline. And though we don’t create the ads, we can blend strategy and creativity in weaving together a story that’s rooted in a deep understanding of people (our client’s current and/or potential customers) and how we can actually offer value to them.

We, as Denzil Meyers put it, help people find the best way to move forward.

Without us there would be less differentiation, interestingness, and effectiveness. There would probably be less respect for the people many of our clients and co-workers still call “consumers” as if they are waiting around ready to hear about the company’s latest and greatest. Even if now they’re not only sitting on their couches in front of a TV but also at their desks in front of computers, online.

They still need someone to explain the social aspect of communications. Because many have only been broadcasting out for their entire lives as marketers. That worked. It’s all they had to do. They understand the two-way nature of conversations in theory but not necessarily how to practice it. With regards to the respect you brought up and I just mentioned, they are respectful individuals but don’t always practice respectful communications. This respect has to manifest itself online as well as in communications meant for traditional media.

Take the recent Motrin headache. (Yeah, I know hundredth person to go there.) Do you think it matters that it was an online video rather than a TV commercial? Hells no. It’s a piece of communications that showed a lack of understanding of the people they wanted to talk to—moms. To be fair, it’s possible they we’re looking to talk with, or engage, these moms in dialogue. But I’m quite sure this is not the “we get you” takeaway they were hoping for. In short, some moms found the ad to be disrespectful. Yet now they have a community that’s bigger than their yoga class, brunch group, or (insert modern mommy stereotype here), more easily connected, and has a stage to respond. (They weren’t going to buy a TV spot in the past and a strongly worded letter probably would not have made the splash a group of bloggers and Tweeters and YouTubers did.)

Marketers need to understand the expectations of their companies, not just for speed of apology. I feel like it’s more important than ever that they have someone helping them dig down to their essence, truly get to know the people they want to sell to and support, find their voice, and keep them honest while not losing their specialness in communicating with others.

As strategists/planners, this is our job. And while I don’t find it fulfilling every day, on the whole, it’s pretty damn sweet.

Ironically (?) not having written anything on planning in a while has had me feeling less fulfilled. So thank you for putting something out there that made me think and type out more than a half-assed comment.

Also, just so you know, I already consider you a “thinker-doer.” In fact, I have that as a label in G-Mail for convos I have with you, Mike (who you shout-out), Noah, Eric, Chet, Johanna, Amit, Kevin, Leland, Adrian, Paul, and a few others. No joke. I agree I will only be adding more planners and ex-planners to that folder.

And one more thing…Brands! Ah, that felt good.

Tags: blogging, clay, friends, planning

Age of Conversation 2-day

Oh yeah, see what I did there in the title?
Right, it wasn’t very creative. Well, the point is the Age of Conversation 2: Why don’t they get it? is available starting today for purchase (in hard-copy or e-book or both) here with all proceeds going to the children’s charity, Variety.

As I posted back a few months ago, I contributed to the Secrets-themed chapter. More specifically, I try to capture the struggle I think a lot of people are having with being at times both a really private person and over-sharer, and thus, the world that has created. For example:
“What are your biggest weaknesses?” the HR director asks. “Oh, I mean besides your inability to strategically choose which pictures you upload to your Facebook profile. Trust me, you’ve proven you’re not too much of a perfectionist.”

If that didn’t whet your appetite for AOC2, there 200+ contributors, who probably did a better job giving you some E & E (education and entertainment):

Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob LeDrew, Brad Shorr, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Chris Brown, Connie Bensen, Connie Reece, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Schawbel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Dave Davison, David Armano, David Berkowitz, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, G. Kofi Annan, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, James Gordon-Macintosh, James G. Lindberg, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne & Todd Cabral, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, John Herrington, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kristin Gorski, Lewis Green, Lois Kelly, Lori Magno, Louise Manning, Luc Debaisieux, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tim Brunelle, Tim Connor, Tim Jackson, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

Tags: aoc, books, secrets

Obama Baton: We’re Just Faster

It’s hard for big companies (and agencies) to compete with the speed of inspired individuals.

While the examples are certainly focused on politically-motivated people, I think the same is pretty much true for most organizations. It’s hard to be nimble. It’s scary to launch and learn. It takes a lot of constant monitoring and hands on responding.

This week has been a solid one for Obama Baton. Just over two weeks since the original idea was had, we’re building momentum and an audience of supporters, many of whom are following on Twitter and joined our Facebook groups for New York and Chicago. We’ve also received some really nice shout-outs.

Yet, when it comes to the spreading of an idea, we can’t even compare to “That One”. Within a day of the second Presidential debate—when McCain referred to Senator Obama using the term in quotes—this site was live and selling “That One” gear. They recognized the meme immediately when they heard it, and now their Facebook page already has over 21,000 fans.

My final example (not to be confused with the final countdown - via @lilmissjen) of a person compelled to create by Barack has got to be Mike Cuffe with The Obama Experiment - via @darrylohrt. And though it may have taken longer than the above creations from idea to execution, he has promoted his work with a video of art speed painting.

Lastly, I want to wish good luck to Kevin, who will be running the Chicago Marathon this Sunday with Obama Baton. Thanks everyone for your support. Please continue to pass it on.

Tags: friends, marathon, obama, obamabaton, running, viral

Natalie Knows…

How I feel right now…yes, I’m torn.

Last night when catching up on some industry porn at Agency Spy, I made it to a post entitled, The Best Ad We’ve Seen In Forever. That piqued my interest. Here it is:

My reaction was a mix of “Awesome-I’ve seen this before-Love that Toyota didn’t have to tag it-I’ve seen this before somewhere else not just Nessy spot-Leeroooyyy Jeeennnkins-Awesome.” Yes, I immediately made the connection to this YouTube classic and the comments showed that I wasn’t the only one. But unlike me, they didn’t say awesome; they called it a “complete rip-off.”

Between this and the recent rip-off claims against Sony Bravia’s Bunnies, I have had to take a step back and figure out what I believe in the space of creativity. I don’t think there’s no such thing as an original idea solves it, and I don’t thinking going back to Kindergarten rules (it’s simple, don’t steal!) adds anything to the debate. Nor does it help me understand why I’m annoyed at Sony and not Toyota. In my mind, both are equally obvious in their connection to the original.

Note: I’m not saying blatant in copying but obvious in where they drew inspiration. Thus, I’m basing my case mostly to the source of inspiration and the rights each source has to what they have to what they’ve created (in other words, this isn’t ‘Nam there are rules).

In Sony’s case it’s artists (Kozyndan) who makes their living creating art and has rights to it whereas in Toyota’s case it’s a gamer (Ben Schulz) who recorded some silliness and put it up on YouTube.

However, what I’m realizing as I’m writing is that I’m actually reacting to lying. I don’t really give a shit about the line between being inspired by and stealing. I just don’t believe them (Sony/Fallon/Passion Pictures). If they’d come out and say “we’re created something that drew inspiration from a variety of sources, one of which is Kozy and Dan just like Kozyndan is inspired by things (Hokusai) created by others,” I’d have more respect for them. If Toyota is asked about their new spot above and claim originality, I will be equally as angry.

Ultimately, I think both companies/agencies should be honest and involve inspirer’s from the get-go. If Toyota had reached out to Ben, involved him in the process—creating more, new, better, deeper content as well as links to his viral video—and compensated him fairly for it, they would see a greater ROI for it.

Guess I’m not so torn anymore…just waiting for Toyota to not to lie.

Tags: honesty, toyota, viral

Freestyle Walking

I thought this was a well-known “sport.” But when I showed some people my pics from San Diego recently, they thought I was a perv that randomly snaps shots of teenage boys. So to clarify and educate…

From Wiki:

The art of freestyle walking (loosely related to Free Running) is a means of self-expression and creative interaction with one’s environment. Many of the practitioners of this art form (or sport, as some consider) excelled at the sport by freestyle walking to find more full involvement with their otherwise routine surroundings. Freestyle walkers use leaps and air moves, clever footwork, dance or any non-traditional walking movement. Today, many practitioners view it as the act of rollerblading or skateboarding without the skates or board.

Here is the image referenced above of freestyle walking in action:

Note I was actually running when I took this picture. I’m not the first to say that running is a great way to get acquainted with a city, especially a new one (and it was my first time in SD). But back to the freestyle walking - in case you want to get schooled, here’s its most prestigous University. See we don’t just game and blog. Such a great example of creative activity or active creativity. Or just living fun. I love this stuff.

Tags: freestyle, running, sandiego, teens, walking