friends
Word of the Week: Crower
I hope you haven’t been holding your breath since the last WOW (in August 2007). But I’ve got a solid one from Lauren a friend and co-worker (which I can probably combine into a new word like co-friend). Up there with Bevistated and doesn’t require a PhD in the Bachelor. Without further afreddyadu (I’ll stop):
Crower
(noun, verb)
To cry in your shower because you live in a crowded metropolis and don’t want your roommates/neighbors to hear you. Often after tough meeting, or Oprah.
Ex: Deena had watched “The Notebook” with her roommates before, but it had been a brutal day at work and she needed to crower before dinner.
In case you still don’t understand or need some crower assistance…
Why Deal With New Year’s Eve?
Come out and get drunk the night before.
As Noah said (and the copy above suggests), it’s pretty simple. Be able to get in (for free), afford drinks, and find an open cab at the end of the night in New York City. It’s the New Year’s Eve-Eve Party without promoters’ names on the top of post-sized cards in Helvetica font…much to the dismay of Eric. I’ll be there, and so will these two clowns.
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.
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.
Wieden Your Blog Reading
See what I did there?! I could have said “expand” or “add to” but then you wouldn’t have started off your week with that nasty double entendre. Oh yeah, I’m on fire this Monday morning. Literally. I’m still sweating from the walk into work.
To the point. In the now half-year I’ve been working at W+K NY, I’ve met some amazing people (cue violins) and some of those people have blogs. Sure, amazing people does not always mean amazing blogs, but these two are top-notch on and off line. Thus, I’d highly recommend anyone interested in the Internet/Digital Life/Social Media check out:
The Gist of March: Greg March is media guru here with an uncommon understanding of the digital space. I use “uncommon” purposefully as he recently offered some insight into McCain and Obama’s friend situations on Facebook and Myspace. One of my favorite posts of his has to be What Wu-Tang Taught Me About Social Marketing.
Geeky is a way of life: Melissa Sconyers is a search guru here and digital native, passionate and expert. I, of course, have to give her some love for her term-coining abilities based on her Befoogled post (Befoogled = “Not having time to Google somebody before you meet them in real life.”) I was hooked from the first post that I ever read of hers about the work-life balance giving way to the work-life blend (cite: Adrian Ho).
So they’re both worth reading and meeting.
P.S. I am now realizing there’s very little chance that “Wieden” is a double entendre given it’s not a verb in the English dictionary. Racecar. That’s better. Palindromes usually do the trick.
P.P.S. Given I hit up the Tumblr party last night I thought I’d also give a shout-out to three things friends put me onto this morning. I “reblogged” cool things from Chet, Katie and Amit this morning.