Sometimes when you win, you really lose and sometimes when you lose, you really win and sometimes when you win or lose, you actually tie and sometimes when you tie, you actually win or lose. Winning or losing is all one organic globule, from which one extracts what one needs.

Here’s a case where I lost and really lost. (Though I did extract a blog post from it.) The rules: standing jump (high and long) over the couch. (How the new Mad Men and Women get down. Literally.) My one and only attempt was somewhere in the middle of the event. You can see the rest, including a few successes, here.

CouchJump V from Keiji Ando on Vimeo.

What a good guy!

But truth is, most of my time has been spent trying to get you people (especially the sports fans among ya) to feel a deeper, stronger connection to ESPN. I do this primarily, as many of you know, by developing interesting strategies for their variety of properties. These ideas serve as platforms for our creative work.

That’s what we call what you call “ads” here at W+K, the “work.” I wanted to use this post not only to make an excuse about being super busy with work but also to show you the most recent work I have been a part of bringing to life (in my own small way).

When most sports fans think of ESPN’s advertising, they think “those SportsCenter commercials.” And that’s a good thing because most of them ‘em. I do too (even if they don’t require a “planner” and brief). When we set out to announce the start of SportsCenter going live in the morning, however, some strategic thinking was essential. Planning’s role (my role) was as much about tonal approach as it was about message. The news itself was not wildly important news to sports fans nor would it have a huge impact on the show, so we had to be honest, transparent even, and make the campaign the news/entertainment. The tagline (as it often does) encapsulated our strategy “More work for us. More better for you.” You seen it (and my handwriting) here already.

In addition, I am particularly jazzed (yeah, I said it) about latest work we did right after the Olympics. Our clients smartly wanted to be proactive about making a statement that celebrated this global event (which of course ran on NBC, not ESPN). We framed the challenge to figure out a way to be true to our personality without being self-serving. We turned the work around within a week and the response to our ad in the Sunday New York Times has been great.

Also very recently, we launched our campaign for Monday Night Football on ESPN. The idea is simple, Monday Night Football helps you get through Monday. Was this a planning breakthrough? Hells no. But it’s the truth, and in my career as a planner, I’ve found some of the campaigns I’m most proud of working on have started with identifying a clear truth like Mondays suck or You need a vacation (Bahamavention). Back to the MNF campaign, I’m really happy with how it turned out…and only partly because MC Hammer is in one TV spot. (Whose beeper keep beepin’ and beepin’!?) Check out Creativity’s nice write-up.

Other than that, I’ve been working to get our office’s blog in full swing, updating my Tumblr, and of course wishing I was responsible for the brief that led to this work.

First, our Portland office created a new site for Old Spice Pro-Strength Antiperspirant. It allows you to get your TV Medical Doctor certification. Here’s mine:

You may have seen the commercials which feature Neil Patrick Harris. They’re pretty good too but couldn’t hold the stethoscope of (NPH as) Dr. Horrible. Greg March put me onto it with these two posts. Give it a watch:

And finally, Leland recently posted an interview of Stephen Colbert with the guy who wrote OBD (Obsessive Branding Disorder)…brought to you by Dr. Pepper. Check it out:

The man is Steve Braband. He is the face, body, voice, feet and everything else but the mind (not entirely at least) of our new campaign for ESPN’s SportsCenter. A quick history: ESPN came to us wanting to know how to communicate the news that SportsCenter is going live from 9AM-3PM weekdays. We worked with them to create a brief and most importantly figure out the right personality, attitude and tone to bring to this simple message. Our creative team’s idea wowed everyone. It was literally a personality…Steve.

They wanted to find and follow an ESPN employee just about 24/7 for two weeks leading up to SportsCenter going live and broadcast this employee live on ESPN during commercial breaks. It (IMHO) is less commercials or ads than it is content. This is quite possibly the work I’m most proud of being a part of (in crafting strategy more than copyhandwriting, believe it or not!) Here’s one of my favorites so far from Day 2 of following Steve. Gotta love the running clock he has to keep with him at all times. Sports version of Flava Flav!

So where does my talent come in? Come on – don’t tell me you missed it! Go back and peep that card at the end of the video. “More work for us. More better for you.” Yeah, more work for me, writing that and everything on the site, Steveislive.com, (going live tomorrow – sneak peek for my readers) and banners driving to it. And that tagline, “Live” and “9AM-3PM” is shown at the close of each spot we do!

Oh yeah, that’s what I’m talking about. I’m about to get a hyperbaric chamber to keep this hand in tact. Next up, making my sunglasses famous like the Aussie Spicoli’s.

So what did I do when I got here? Nothing at first, except absorb and understand the culture of this office. I identified a couple of opportunities to better our internal collaboration and our external brand. I set objectives, I drew on past experiences, and I started experimenting with solutions. Along the way, I certainly faced some challenges…and I know I’d be a fool to believe it’s smooth sailing from here.

So what am I actually talking about? The creation of Wieden+Kennedy New York’s blog.

I guess the idea was considered way back when I was a prospective employee, working out at Fallon Minneapolis and ready to move back to my home, NYC. The agencies on my radar were the ones people were talking about. They were the ones getting written up. They were part of the conversation, and thus, my consideration set. Wieden was always a favorite agency…too bad they were in Portland.

Yet it wasn’t until shortly after I arrived that John Jay came through our office on his “we’re AdWeek’s Global Agency of the Year” tour that I totally believed in the importance of developing our office’s unique culture and voice. The benefits that could be gained from sharing within our walls, across our network, within the industry and international creative community far outweighed the risks. I really believe this. And I have already seen how much more involved people become once someone takes the very little time to teach them (about the platform or a post).

So, I got people smarter than me to help create it. I enlisted people more interesting than me to populate it with content.

Now doesn’t come the statement, “This is not an agency blog!” Of course, it is. Are we going to be different that some of the others? I sure hope so. And that’s not a comment on agency blogs stinking – there are some fantastic ones that serve as inspiration to me at the very least. We obviously hope to be different because there’s no need for the same content to be regurgitated.

On a related note, while it is an agency blog, it is not a planning blog. Nothing against them. I still read a bunch and enjoy each! But as of now, I’m the only person with that title with a login. We have a design, media director, copywriter, cultural curator (yes, sick title), search director and project manager all set up with logins (though not all have posted). And yes, past experience has shown the heavy lifting will likely be done by me and a couple of others.

So what do we hope to bring to the blogosphere? A window into the world of Wieden+Kennedy New York and New York culture through the lens of our people. So you won’t get someone like me who’s still listening to FutureSex/LoveSounds hollering about the underground music scene. You’ll get a music-junkie. You won’t have me and my Johnston & Murphy zip-up boots poppin’ off about the latest kicks. You’ll get a sneaker-head. And so on. Plus, you’ll get way less alliteration and rhyming!)

This blog is supposed to interesting. It is supposed to be fun. It is only supposed to be self-serving in that we benefit the same way that any blogger does – from engaging in the conversation, learning by doing and learning from others. Hopefully you’ll find it entertaining and every once in a while inspiring. As you’ll see from the archives, we’ve been working on being interesting and honing our collective voice since February – and we’re still a work in progress. (Yes, always in beta – but I’m sick of that phrase.)

So that’s all for now. Come visit and say hi. But don’t leave me…I couldn’t bear it.

Anyway, Heather LeFevre conducted and finished putting together the results of the fourth annual Account Planning Survey into a sweet PowerPoint, which she then made available to all on SlideShare. With just under 800 completed surveys (up from 466 a year ago – congrats, Heather!) and questions ranging from salary to experience to blogging to schooling and even negotiating, it provides a global (US-centric though just to manage expectations) and detailed snapshot of the planning world.

This included the answers to one question I couldn’t help but notice…and be proud of:

To be clear, I was in the stay “where I am” majority (just in case my boss or head of HR is reading this and is thinking of an upgrade – it would not be an upgrade of an ingrate). I know why I’m a fan of this place but would still love to know what the outsiders think led to this lead.

But—and you knew that was coming—sometimes I just can’t help myself. (Yes, the holiday sweater party was a prime example.) And—once again, no suspense created—today is one of those times. Because yesterday was Founder’s Day and 1. Some video footage is already on YouTube so I’m less scared about being fired; 2. This was the most unwork company function of which I’ve even been a part; and 3. It was so outrageous, yet so authentic to W+K NY.

As our offices across the globe celebrated the 26th birthday of Wieden + Kennedy, our New York office also turned 13. By the subject of this post, you know what that means. It was time to have our Bar Mitzvah (B’nai probably)…well, time to go out to Charisma Ballroom in Queens and have a Bar Mitzvah party. The theme…Ninjas. And that’s really all I have to say about that. (Still think some things should be left to the people inside these walls.) Except maybe that Coke and Pepsi was played, so the following picture makes some sense.

So forgive me for not doing much today other than recounting the day and night (which you’ve now gotten a glimpse into) with coworkers, looking at pictures, eating, and learning the words to Jay-Z’s verse in Beyonce’s “Crazy in Love” (which I butchered at the after Bar Mitzvah bar). Okay, one more picture that must have been taken right after I shouted “the best fur – Chinchilla” into the mic and thought I was going to exit on a high note…only to realize I was just half-way through…

Oh yeah, and the other reason this is titled so broadly yet pointedly is that I just found out that an article I was asked to write (theme – post-Birthright experience) for Contact (a quarterly journal of the Steinhardt Foundation for Jewish life) was just published. Check it out by clicking on and downloading the PDF of Winter 2008. (Pages 13-14)

That’s all for now. Shalom. Ying-yang. Hov!

I did, however, check out Behance’s new site, which I know Michael’s been working on a ton since he moved here to NYC. And that ton he says, “is like the recorded time of Earth vs. our planet’s creation!” Holla at me/Get in my inner circle if you’re on the site and let’s make some ideas happen. For real. They have a great mission and great methods (in addition to their action pads as MK points out) to help you achieve productive creativity. Doing.

Also the TED conference has kicked off today, and if you like me didn’t have the 6000 beans to pony up I encourage you to check out the blog of W+K’s Global Director of Digital Strategies for updates. He talks about how using a crowdsourcing tool (Kluster), they are trying to develop a product over the course of TED (a single 72 hour period). Cool.

Goodnight.

Actually, as I was thinking about commercials that explicitly talk about “doing” (vs. commercials with a strong call to action), I couldn’t help but think about IBM’s recent campaign. So I went to find the latest spot I’ve seen called “Avatar,” which you can see here:

As much as I can’t help but take it personally that this is how most adult businesspeople view young professionals and our Web two dot zero ideas, I do admire that IBM (and agency) seems to really know its target. But as I looked for this video (and found a few that had been removed from YouTube), I also came across an interesting article on CNET showing IBM’s chief executive, Sam Palmisano in Second Life. In fact, it seems he has two avatars.

I read from an article that’s a little more than a year ago, “IBM foresees a sizable business in providing the software, computers, and chips that power 3-D worlds, and in advising clients on how to take advantage of them to market or sell products.” Now, either they are changing strategies (and beliefs). Or the point of the spot was to say that IBM can help you get more out of these virtual world opportunities. If it’s the latter, I have to say that message didn’t quite come through. Oh yeah, and young people explore, try, fail, learn fast, etc. etc. In short, we do!

Now having been able to re-watch last night’s ads, read some reviews, engage in (limited) conversations, and most importantly awaken from my food+beverage coma, I will report on the day after. Firstly, you may have noticed that above I said convos were limited. Surprisingly, few people at the advertising agency were talking about the commercials today. There were a few mentions of the Coca-Cola work (which I should have mentioned we do here at Wieden in the last post) as well as a bit of debate on the CareerBuilder stuff, which our Portland office does too. As much as I’d like to delve into that one alone, I’m going to hold my tongue as a relatively new guy because I don’t want to be forced to use CB! (I will say that the site is more interesting and would be interested to hear your take on the 4 spots. Do you think the right two were selected?)

Anyway, we weren’t talking about the ads. We were talking about the game. Yes, living in New York had a big impact; however, we’re still at an ad agency (with spots in the game). So if we were talking about the Giants and Patriots in this creative space, it’s probably a safe bet that the cooler talk elsewhere was less about the commercials this year. The point: Context matters. Because the game was actually really good, the spots got less of the spotlight.

Context also matters for each individual viewer. What the previous post should show is how personal reactions can be. Two of the most memorable spots for me (the two about which I chose to blog) were too of the least talked about spots this year. Not particularly positive or negative reactions. A look at the more quantitative measures (the ad polls) shows a variety of results. They are, however, consistent in the number one: Dalmatian training a Clydesdale for Budweiser.

Yet this point should not discount the group setting in which most Super Bowl viewing takes place, and the (not always explicit or obvious) impact that has on each ad’s likability. Groups tend to reach a sort of consensus. Think about your reviews today. Was there any ad you had a change of heart on? (Heart stays in body with change.) Even if you held the minority opinion in the living room, you can start fresh with the consensus viewpoint and have a better chance of having something in common/avoiding a debate today. I’m sure you’re not that easily swayed and you have a spine (just not a heart—check your boss’ office); I’m just suggesting it’s possible you left the party thinking that Life Water wasted its money because Naomi is the worst even if you thought lizards dancing to Thriller was pretty cute.

But the most interesting thing I saw today has to be this advertising review by the Miller High Life guy. He definitely tells it like it is and is more truly the voice of the average viewer.

Crazy props on the turnaround time. If Saatchi & Saatchi did create it, though, it’s a little sneaky (read as: wack) to hype its own Tide spot.

(1) I now work at Wieden + Kennedy. (Day 12)
(2a) The nonsense expressed here is all me baby.
(2b) Neither Wieden nor Kennedy know I have a blog. (But a few AE’s do)
(3) Just rounding the list out with a number 3, so it looks prettier and officialier.

I’m working mostly on ESPN. You’ve probably already realized a bit of an increase in sports-related posts. And this trend will likely continue as the job requirement to “be even more of a sports fan” is one I’ve been gladly fulfilling.

Finally, for the many of you who aren’t in the industry, definitely go check out the agency’s site. But let me highlight a few things of the things (in addition to the kick ass work on ESPN – I’m saying that as a pre-job fan) that drew and now continue to draw me to this place:

Coca-Cola and Nike and Honda. London’s blog and holiday card (well actually it’s not PC in that regard; it’s a Christmas card). Portland’s school, and the fact that they get involved with things like Ignite Portland, the premise of which is this: “If you had five minutes on stage what would you say? What if you only got 20 slides and they rotated automatically after 15 seconds?” (You can see videos of the presentations here)

But just like any place, it’s all about the people. They are some of the most creative people I know and have done some of the work I admire, yet they’re all approachable and importantly not territorial. In 13 days, I’ve concepted with a writer, brainstormed with digital media, written briefs, and played pipeball (more on that See for yourself below where I’ve embedded a video of some of the guys I work with (in our offices at the start):

Be hooves.

First, this Duran Duran Rio seems like a bit of rebelling against the end of summer unless he started here with this Bruce Campbell Duran Duran cover for Old Spice and worked his way back.

Regardless, I don’t know what kind of search led to this Swayze number but it could have led in two directions – Hasselhoff eating a cheeseburger off the ground or late 80s-early 90s movies around the time of Ghost’s release. I’m happy to inform that in this case, the road less traveled was coming to America – watch and let your Soul Glo and the state of Johnny Utah – see Point Break Live

And though the final numbers may seem a bit random—The Aliens Robot Man and Night Ranger Sister Christian—well, they are random. Enjoy.