Rather than picking a cause du jour and excoriating our industry’s practices, or writing some kind of know-it-all sales pitch about how YOUR AGENCY will be LEFT BEHIND unless you immediately implement PROGRESSIVE IDEA X, I’d like to tell you about something we’re doing right. Maybe it takes an outsider to see one of the real crowning elements of this industry with clear eyes.
You see, I’m a new copywriter recently come to the advertising world straight from my 3rd floor English Department office. That “Dr.” in front of my name isn’t some kind of nickname. And while I’m not the only one who has jumped off the good ship academe in favor of the more frenetic, yet greener, pastures of private business, there is one thing I’ve noticed that all my agency co-workers take for granted. People in advertising treat creativity seriously, like it matters, and are willing to give writers and artists the space they need to excel in their roles. I feel respected and appreciated. Daily.
I realize I need to clarify my position since so much of this is taken for granted around the office here. Some examples of what I mean: In a recent creative meeting, both the Art Director and the Creative Director said things like “Go wild” and “Really challenge yourself with this.” When I chimed in with some thoughts, everyone at the meeting looked at me attentively. It was a shocking moment as I slowly realized they cared about what I was saying. I tentatively let myself realize they were open to fresh ideas. About a week before that, my Creative Director asked for some copy that would really blow him away, and then encouraged me to take the time I needed to do it right. And these are not isolated incidents.
I’m imagining a sea of puzzled faces reading this article, so entrenched is the idea in the advertising world that creativity matters. But let me give you some more information. Not only was I a professor of English, I was a professor of Creative Writing, specifically poetry. I spent my days instructing students in the art of line breaks, alliterative structure, fluent thought patterns and vibrant language.
However, the last faculty meeting I remember attending was focused on how our classroom syllabi were all due on such-and-such a day and that these had to follow a departmentally approved format! Though we were obviously allowed to put our own personal “mark” on the material we distributed in class, this was not specifically encouraged. And while we were told we had to “produce”—meaning we had to publish articles, essays and creative work as a way to demonstrate our seriousness and commitment—when we did publish something, it was never mentioned or rewarded in any way.
When I broached the subject of developing a new class format to a colleague of mine, she politely explained how she had designed the old format and that it “worked well enough.” Ego aside, this clearly indicates the overall environment: zealously committed to the status quo, constraining us all to a system of stifling regimentation.
Granted, I’m having trouble finding someone around my office who will discuss the intricacies of Coleridge’s poetry with me. But I’m still convinced I’ve made the right choice and I think the industry as a whole should take a minute to realize that we’re doing something very and impressively right.
Any agency that realizes the value of the creative staff and embraces the full extent of what they need to do and what they can do, is creating an environment that will ensure delivery of the best materials to clients. You’ll have a happy creative staff, working in one of the few industries in which creativity still matters.
Dr. Nate Pritts
Copywriter
The Russo Group
Radio Renaissance
If you’d asked me about radio advertising a few years ago my response would have been, well, it’s less than stellar. After all, radio isn’t nearly as sexy as television and print, right?
But over the years my views of radio have changed considerably, both strategically and creatively. Radio is so often abused and misused, it’s no wonder it has gained such a horrid reputation in the advertising world. Sure, you’ll get plenty of station reps telling you it’s the best thing on the planet, but few agencies regard it as an optimum creative choice.
Chances are if you turn your radio on right now, you’ll probably hear some wacko screaming at you about the big sale on Monday. Or better yet, you’ll find someone who read a book on how to advertise on a budget, who will repeat his company name and phone number at least 5 times within a 60 second spot. Soon you’ll either be tuning him out, flipping the station, or kicking on the ipod.
The thing is, people still love the radio, no matter how bad the advertising is between songs. It’s basically environmental noise to them. It’s soothing in an odd way. The problem – it’s not advertising.
In order to break free from the clutter, you have to dig deep. You have to capture your audience’s attention, and yes, you have to make them interested in what you have to say.
Humor – maybe. Drama – perhaps. Tell their story – always.
Now this part may hurt a bit so prepare yourself – If you are not a trained professional then perhaps it’s time you find someone who is. Yes, I know it’s harsh, but if I don’t tell you, who will? There are people out there who can help. Just pick up the phone and make the call.
Talented copywriters will be standing by.
Michael Russo
Creative Director
The Russo Group
But over the years my views of radio have changed considerably, both strategically and creatively. Radio is so often abused and misused, it’s no wonder it has gained such a horrid reputation in the advertising world. Sure, you’ll get plenty of station reps telling you it’s the best thing on the planet, but few agencies regard it as an optimum creative choice.
Chances are if you turn your radio on right now, you’ll probably hear some wacko screaming at you about the big sale on Monday. Or better yet, you’ll find someone who read a book on how to advertise on a budget, who will repeat his company name and phone number at least 5 times within a 60 second spot. Soon you’ll either be tuning him out, flipping the station, or kicking on the ipod.
The thing is, people still love the radio, no matter how bad the advertising is between songs. It’s basically environmental noise to them. It’s soothing in an odd way. The problem – it’s not advertising.
In order to break free from the clutter, you have to dig deep. You have to capture your audience’s attention, and yes, you have to make them interested in what you have to say.
Humor – maybe. Drama – perhaps. Tell their story – always.
Now this part may hurt a bit so prepare yourself – If you are not a trained professional then perhaps it’s time you find someone who is. Yes, I know it’s harsh, but if I don’t tell you, who will? There are people out there who can help. Just pick up the phone and make the call.
Talented copywriters will be standing by.
Michael Russo
Creative Director
The Russo Group
Who You Say You Are – Logos & Branding
I’m so glad my daughter is still a baby because there’s hope that things in this country will completely turn around before she enters her teenage years.
Maybe she’ll listen to her old man. When she tries to run out of the house in some crazy outfit, maybe she’ll defer to my more than a quarter century (!) of marketing, branding, and design experience. Maybe she’ll listen when I run a little focus group in the living room (including a test market of approximately two – me and her mother) and explain that what she looks like is saying something to the outside world.
I mean, I once sat down with a company who thought their fancy script logo was hitting their target market of 15-25 year olds when it really conjured images of lace doilies and grandmas. Truth be told, businesses aren’t always the best judge of how their image is being received.
I could talk about design elements and compositional structures; I could talk about colors and how these elements affect the overall brand. But the most important thing I can say is that a company’s identity is their face, the initial point of interaction for many consumers. As such, you want to make sure that your logo is effectively communicating your brand. You want to make sure that who your logo says you are and who you really are match up.
My wife says I’m a little crazy to be worried about this now. But last night, instead of some silly story about a talking animal, I let my daughter flip through an annual of award winning brand identities. I’m happy to report she was most drawn to the classics – clean, simple, decent.
There’s hope for us all.
Gary LoBue, Jr.
Art Director
The Russo Group
Maybe she’ll listen to her old man. When she tries to run out of the house in some crazy outfit, maybe she’ll defer to my more than a quarter century (!) of marketing, branding, and design experience. Maybe she’ll listen when I run a little focus group in the living room (including a test market of approximately two – me and her mother) and explain that what she looks like is saying something to the outside world.
I mean, I once sat down with a company who thought their fancy script logo was hitting their target market of 15-25 year olds when it really conjured images of lace doilies and grandmas. Truth be told, businesses aren’t always the best judge of how their image is being received.
I could talk about design elements and compositional structures; I could talk about colors and how these elements affect the overall brand. But the most important thing I can say is that a company’s identity is their face, the initial point of interaction for many consumers. As such, you want to make sure that your logo is effectively communicating your brand. You want to make sure that who your logo says you are and who you really are match up.
My wife says I’m a little crazy to be worried about this now. But last night, instead of some silly story about a talking animal, I let my daughter flip through an annual of award winning brand identities. I’m happy to report she was most drawn to the classics – clean, simple, decent.
There’s hope for us all.
Gary LoBue, Jr.
Art Director
The Russo Group
Some Thoughts about Agency
People are always asking me what I do. It’s a common ground type of question – we all do something. So what do you do?
I work at an advertising agency. I probably say those words, or some variation, four or five times a week. Occasionally, people will press further and want more details but usually that’s a satisfyingly glamorous answer and we move on to something else.
As with anything we say over and over again, the term “advertising agency” loses its meaning after a while. But I ran across a typo today that shook me into a little reverie on the subject of agency.
First of all, please realize I get a thrill out of finding typos and the rush is directly proportional to the number of people who might see the typo. It’s a complicated equation wherein a typo in an email isn’t worth much but a typo on a billboard situated on a busy highway sends me into a kind of happy euphoria or sheer panic in the fall-on-the-floor, curled-in-a-fetal-position variety – depending greatly on if I had anything to do with it.
And just for the record, this sort of thing has not happened. It’s the fear alone that keeps me on my toes.
Anyway, the typo I’m talking about was on a different scale entirely, something I call a “good typo” – those that inadvertently present a word or phrase or idea in a new light, leading to some kind of insight or – dare I say it? – revelation.
Here it is:
By controlling your agency and telling them what to do, agency may lose its passion.
Seeing the word “agency” in this context, without the expected and necessary article “the” (“the agency may lose its passion”) sent me searching to redefine this stale word.
The word agency has its roots in the Medieval Latin word “agere,” meaning to do, act or manage.
To do, act or manage. Rather than an easy noun phrase designation (as in my agency, or the agency), maybe we should all remember what the word agency really means.
When you act with agency, you’re doing something with dynamic force. You’re empowered and confident. You’re not merely punching a clock and sitting at a desk; you become the lone, decisive superhero in a world of sameness and ordinariness, the only one who can bring about real change.
So suit up. And remember, with great power comes great responsibility.
Dr. Nate Pritts – Copywriter
The Russo Group
I work at an advertising agency. I probably say those words, or some variation, four or five times a week. Occasionally, people will press further and want more details but usually that’s a satisfyingly glamorous answer and we move on to something else.
As with anything we say over and over again, the term “advertising agency” loses its meaning after a while. But I ran across a typo today that shook me into a little reverie on the subject of agency.
First of all, please realize I get a thrill out of finding typos and the rush is directly proportional to the number of people who might see the typo. It’s a complicated equation wherein a typo in an email isn’t worth much but a typo on a billboard situated on a busy highway sends me into a kind of happy euphoria or sheer panic in the fall-on-the-floor, curled-in-a-fetal-position variety – depending greatly on if I had anything to do with it.
And just for the record, this sort of thing has not happened. It’s the fear alone that keeps me on my toes.
Anyway, the typo I’m talking about was on a different scale entirely, something I call a “good typo” – those that inadvertently present a word or phrase or idea in a new light, leading to some kind of insight or – dare I say it? – revelation.
Here it is:
By controlling your agency and telling them what to do, agency may lose its passion.
Seeing the word “agency” in this context, without the expected and necessary article “the” (“the agency may lose its passion”) sent me searching to redefine this stale word.
The word agency has its roots in the Medieval Latin word “agere,” meaning to do, act or manage.
To do, act or manage. Rather than an easy noun phrase designation (as in my agency, or the agency), maybe we should all remember what the word agency really means.
When you act with agency, you’re doing something with dynamic force. You’re empowered and confident. You’re not merely punching a clock and sitting at a desk; you become the lone, decisive superhero in a world of sameness and ordinariness, the only one who can bring about real change.
So suit up. And remember, with great power comes great responsibility.
Dr. Nate Pritts – Copywriter
The Russo Group
Breaking The Routine
We all have routines, set patterns we sink into. Why? Because they’re comfortable and predictable and dependable – they’re like a commitment to the status quo. We can only deal with so many unknowns throughout the day!
I’ll admit to a few routines. Three times a week, I start the day at my gym, working on the same equipment in the same order with the same vain hope that I’ll lose a few pounds. Every week day, I stop off at the same coffee shop down the street from the office right around 9:30 and place the same order (it’s a tall cappuccino with a sprinkle of cinnamon in case you were wondering), probably in the same tone of voice. The barista confirms my routine by nodding and saying the same bright “Hi!” she said yesterday and will say tomorrow. I’ll stop here before I bore you too much.
And that’s my point, really. Routines are boring. They don’t challenge us in any way. Having a routine is just a way of walking around and telling everyone that you’re happy with the way things are.
But listen: can something routine ever really produce the results we desire?
The answer is no – not really. Not when it comes to advertising and marketing your brand. Those routines of mine? They’re meant to serve as a stable ground allowing me to reserve my most creative and innovative thinking for the day’s work. For every routine solution to your marketing challenges, there’s a revolutionary one as well.
Advertising agencies all talk about how dynamic and vibrant their creative implementations are, how forcefully the message is communicated. That’s all important, sure, but what about at the ground floor of your relationship with the agency – Account Service? Even here you want a representative who is vigorous and energetic in their thinking, a person who sees those predictable ways of moving your account forward and chooses instead to present new strategies and solutions to you. Maybe you’ll have an impulse to start consulting a bunch of charts with old, irrelevant data. But just remember, at an advertising agency, even your Account Service needs to be fully engaged in changing the conversation, breaking routines and delivering real results. So, take this opportunity to find the pirate buried deep inside you – break the mold, raise the sails, and head for un-chartered waters. You may be surprised at the results you’ll find.
Now, if you’ll excuse me. It’s 9:30 and I’m jonesing for some caffeine.
Elisabeth Arnold – Vice President, Account Services
The Russo Group
I’ll admit to a few routines. Three times a week, I start the day at my gym, working on the same equipment in the same order with the same vain hope that I’ll lose a few pounds. Every week day, I stop off at the same coffee shop down the street from the office right around 9:30 and place the same order (it’s a tall cappuccino with a sprinkle of cinnamon in case you were wondering), probably in the same tone of voice. The barista confirms my routine by nodding and saying the same bright “Hi!” she said yesterday and will say tomorrow. I’ll stop here before I bore you too much.
And that’s my point, really. Routines are boring. They don’t challenge us in any way. Having a routine is just a way of walking around and telling everyone that you’re happy with the way things are.
But listen: can something routine ever really produce the results we desire?
The answer is no – not really. Not when it comes to advertising and marketing your brand. Those routines of mine? They’re meant to serve as a stable ground allowing me to reserve my most creative and innovative thinking for the day’s work. For every routine solution to your marketing challenges, there’s a revolutionary one as well.
Advertising agencies all talk about how dynamic and vibrant their creative implementations are, how forcefully the message is communicated. That’s all important, sure, but what about at the ground floor of your relationship with the agency – Account Service? Even here you want a representative who is vigorous and energetic in their thinking, a person who sees those predictable ways of moving your account forward and chooses instead to present new strategies and solutions to you. Maybe you’ll have an impulse to start consulting a bunch of charts with old, irrelevant data. But just remember, at an advertising agency, even your Account Service needs to be fully engaged in changing the conversation, breaking routines and delivering real results. So, take this opportunity to find the pirate buried deep inside you – break the mold, raise the sails, and head for un-chartered waters. You may be surprised at the results you’ll find.
Now, if you’ll excuse me. It’s 9:30 and I’m jonesing for some caffeine.
Elisabeth Arnold – Vice President, Account Services
The Russo Group
Reporting the Results – Are You Receiving Breakdowns on How Your Advertising Dollars Are Being Spent?
“You just have to be opportunistic, and try to figure out what creates value... where the bottom is, what creates incremental value, and in what combinations.”
-John Malone
Like any good relationship, the one between media buyer and client is built on trust. For you to feel justified in letting me spend your money, it’s important I prove to you that I’m qualified, knowledgeable, and can get you the results you’re looking for.
But even then, if all I’ve given you is my word, how do you know I’ve served your company’s best interests? Short of polling your customers on their way out the door (the annoyance alone might cost you returned business), how do you know if your advertising has generated any profit? After all, store traffic could have increased as a result of a new location, new store manager, new product line, new return policy, etc.
Point is – it’s a fair question. And you should ask it. In fact, if your media buyer hesitates at all in answering, fire him. Because what you should hear is something like this:
“It’s important to me that my clients know exactly what their advertising dollars are doing. So, every month I’ll be sending you itemized breakdowns of what you’re spending, where you’re spending it, how much you’re paying for it, if you’re receiving a reduced rate, and (here’s the important part) what the medium is rated.”
Ratings, calculated differently for each medium, tell you just how many people are seeing each board, each commercial spot, each piece of print. That way you can decide if the exposure you’re getting is worth the price that you’re paying. An exceptional media buyer will take it one step farther. They’ll also chart your buy over time, allowing you to compare company profits with company advertising efforts.
It’s your money. You have a right to know if it’s worth spending.
Jaime Smith, Media Buyer
The Russo Group
-John Malone
Like any good relationship, the one between media buyer and client is built on trust. For you to feel justified in letting me spend your money, it’s important I prove to you that I’m qualified, knowledgeable, and can get you the results you’re looking for.
But even then, if all I’ve given you is my word, how do you know I’ve served your company’s best interests? Short of polling your customers on their way out the door (the annoyance alone might cost you returned business), how do you know if your advertising has generated any profit? After all, store traffic could have increased as a result of a new location, new store manager, new product line, new return policy, etc.
Point is – it’s a fair question. And you should ask it. In fact, if your media buyer hesitates at all in answering, fire him. Because what you should hear is something like this:
“It’s important to me that my clients know exactly what their advertising dollars are doing. So, every month I’ll be sending you itemized breakdowns of what you’re spending, where you’re spending it, how much you’re paying for it, if you’re receiving a reduced rate, and (here’s the important part) what the medium is rated.”
Ratings, calculated differently for each medium, tell you just how many people are seeing each board, each commercial spot, each piece of print. That way you can decide if the exposure you’re getting is worth the price that you’re paying. An exceptional media buyer will take it one step farther. They’ll also chart your buy over time, allowing you to compare company profits with company advertising efforts.
It’s your money. You have a right to know if it’s worth spending.
Jaime Smith, Media Buyer
The Russo Group
Finding MB Right – Choosing the Perfect Media Buyer for Your Business
WANTED – LOVABLE BO* SEEKS EXPERIENCED MB* WILLING TO COMMIT, READY TO LISTEN, AND CAPABLE OF PRODUCING REAL RESULTS FOR THE MONEY. MUST BE PROFICIENT IN MEDIA SPEAK AND SCHMOOZING SALES REPS. WOULDN’T HURT TO ENJOY COOKING, SPENCER TRACY MOVIES, AND LONG WALKS ON THE BEACH.
If only finding the right media buyer were as simple as placing a personal ad. But if you’re like most of my clients, when you begin the search, you’re not only unclear about what you want, you’re unsure of what you need.
In fact, the only reason you’re willing to play Media Buyer Connection at all is because, well, the advertising you’ve placed on your own has been expensive and a waste of time.
So let me put on my Yenta hat and list some of the must-have qualities of any good media buyer.
1) Overall Business Savvy – you know, the typical organization, communication, and leadership skills necessary in any professional.
2) Experience – even the nicest network sales reps feed on new blood, because their commission trumps all other concerns, especially for your well-being. And you can’t really blame them, even sharks have to eat.
3) Connections – absolutely essential because the rates they secure will depend on the connections they’ve developed over time.
4) Foresight – to get the best rates and secure the right spots, buys should be placed a year in advance. It goes without saying that a buyer who sends you memos dated 2006 might not be right for you.
5) Compulsive – tried to think of a more flattering term, but trust me, you want compulsive, even obsessive compulsive, when it comes to the person who’s tracking your advertising flow. A placed the buy. Has artwork been submitted for purchased spots? Does the bill correspond with the agreed upon price (remember the sharks)? Is the light working on your board? These things are important because you deserve to get what you paid for.
Will finding the right media buyer be painful? Probably. You might have to date around a bit before you finding Media Buyer Right. But be picky, be direct, and fate will have its way.
*BO – Business Owner
*MB – Media Buyer
Jaime Smith – Media Buyer
The Russo Group
If only finding the right media buyer were as simple as placing a personal ad. But if you’re like most of my clients, when you begin the search, you’re not only unclear about what you want, you’re unsure of what you need.
In fact, the only reason you’re willing to play Media Buyer Connection at all is because, well, the advertising you’ve placed on your own has been expensive and a waste of time.
So let me put on my Yenta hat and list some of the must-have qualities of any good media buyer.
1) Overall Business Savvy – you know, the typical organization, communication, and leadership skills necessary in any professional.
2) Experience – even the nicest network sales reps feed on new blood, because their commission trumps all other concerns, especially for your well-being. And you can’t really blame them, even sharks have to eat.
3) Connections – absolutely essential because the rates they secure will depend on the connections they’ve developed over time.
4) Foresight – to get the best rates and secure the right spots, buys should be placed a year in advance. It goes without saying that a buyer who sends you memos dated 2006 might not be right for you.
5) Compulsive – tried to think of a more flattering term, but trust me, you want compulsive, even obsessive compulsive, when it comes to the person who’s tracking your advertising flow. A placed the buy. Has artwork been submitted for purchased spots? Does the bill correspond with the agreed upon price (remember the sharks)? Is the light working on your board? These things are important because you deserve to get what you paid for.
Will finding the right media buyer be painful? Probably. You might have to date around a bit before you finding Media Buyer Right. But be picky, be direct, and fate will have its way.
*BO – Business Owner
*MB – Media Buyer
Jaime Smith – Media Buyer
The Russo Group
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