IED hits former employee’s platoon

I received an email from Stephen, a former account executive. I am amazed at how calm he is after an IED attack. This is what he wrote:

“Things are still going good here.  19 members of my platoon, including  myself, were on a patrol earlier this week and were struck with an  IED.  It was an EFP (explosively formed projectile) the most lethal  ones.  It struck my lead vehicle and the ensuing fire destroyed the  truck.  Thankfully none of the formed “penetrators” made it through  the armor into the crew!  All 4 soldier in the vehicle survived with minor injury.  It was the first IED attack in over two years in this province, and we happened to get a front row seat.  It was a big wake up call  for the entire Brigade because we wanted to believe so much of  the danger is over… I guess not!  Thankfully we didn’t let our guard  down and those men are alive because of that.”

Continue to keep him in your thoughts. Thanks, Stephen for your service to our country. We still miss you!

vehicle attacked

The production team in a photo shoot?

Well actually, we were just used to ensure props were set up correctly. Oh well, I guess we’ll be models some other day!

The production team

the f. brand; not standard issue

One of our former account executives recently paid us an incredible compliment. Stephen Harmon worked with us back in 2006 and was very good at what he did. But he had a dream of serving in the military like many in his family. Initially the army turned him down (which is why in went into advertising in the first place), but later changed it’s mind and made him an offer.

Stephen talked about how difficult the decision was, but he eventually left to begin basic training. Recently he was assigned overseas, but he took a small piece of FitzMartin with him. We could not be more proud of Stephen and the hard road he’s chosen to follow. Keep him in your prayers.

Sweepstakes, online rewards and loyalty programs

If you are like me, I often cringe at these types of programs because I know lawyers usually need to get involved. This often means tons of work for my clients! Alas, I’ve found a company called Brandmovers that develops TURN-KEY interactive promotions. Yes, they have lawyers that will handle the dreaded work for you! Check them out: http://www.brandmovers.com/brandmovers.php

Tips to make your web site a better B2B selling tool

The main tips are good. A good start: http://www.businessmarketinginstitute.com/tmn042908.html

The Green Movement

It seems the Green movement is everywhere these days. In my personal life, I feel an urge to buy products that are more eco-friendly. And when I go to work, our clients are asking what they can do to be make their businesses more environmentally friendly. But there is so much information (and misinformation) out there, my first instinct is to ask: “What does it all mean and what can I do?”

But even before the green movement became so popular, I felt the need to recycle. Every time I threw a water bottle in the garbage, I felt a bit guilty. Recycling just made sense. How could reducing waste in our landfills be bad?

As the idea of reducing our impact on the environment grew (and in some industries the trend grew very fast indeed), our clients began asking more questions. They looked to us for ideas for improving their own environmental policies.

So I’ve been on a mission to sort out the good information from the bad. To find practical ways for improving environmental practices that won’t break the bank. Some of these ideas are things we can implement personally; others will affect business. But this is not something I want to do on my own. I want you to help.

Challenge me. Ask me. Let me see if I can answer your questions. If I can’t, I can certainly do more research! And if you have ideas or practices you’ve implemented in your life or business, share them with me!

Jennifer

A quick link; a site to get lost in

For the curious, TED: Ideas worth spreading is chock full of interesting talks from brilliant and creative thinkers. Prepare to be inspired, challenged (infuriated?). It’s anything but boring.

TED: ideas worth spreading

The idea must come first

When you create an ad, if your idea is good enough the execution of it becomes much less important. If your idea fails, you’d better have sterling execution or you’ll be better off piling your money in the street and lighting it on fire. People would remember that, at least.

Here’s an example. It’s for a life insurance company in Thailand. The voice over is Thai, but it’s subtitled in broken English. The art direction is very good, but nothing to make you put down your morning bagel. And yet, none of these flaws matter. If this spot doesn’t hurt your heart, you need to check your pulse because you might be dead.

songwriting and advertising

These many years later I usually find myself in in Nashville, Los Angeles, New York, London or some other city, sitting at a piano with my laptop computer, No. 2 pencil and pad with another songwriter or artist. We then proceed to vent and hash out our thoughts and feelings, our anger and frustrations, our longings and hopes and try to gently coax them into the shape of a song. And that song must have the three H’s in it: Honesty. Humanity. And hooks.

…An honest song will show innocence, vulnerability and strength all at the same time…

Darrell Brown
New York Times, 3 April 2008

Darrell Brown Speaks

I know Mr. Brown is speaking about songwriting, but every point he makes in this blog post on the New York Times applies to advertising. Honesty. Humanity. And hooks.

People are sick of hype. Hyperbole creates resentment. I’ve become conscious of my own reaction to the ads I see, and frankly most of what’s out there is embarrassing to the profession. It just pisses me off.

Mr. Brown’s keys to a great song also lead to great advertising/marketing/brands. Honesty is refreshing simply because so few companies, politicians, public figures speak plainly and truthfully. We’re all so afraid of failure, of looking stupid in the eyes of others that we prop up this persona that is nothing more than a thin, fake veneer. In the case of brands, the veneer can’t stand up to experience, and the first time a customer has an experience contrary to image you are trying to create, the image breaks down. And all you’ve done is reinforce the customer/prospect’s skepticism.

Humanity adds dimension to your brand. It makes it real. It’s much easier to believe in a movie character when you’ve seen his flaws. The same is true of brands. One of our clients told us that he tells every customer, “we’re going to screw up somewhere along the line. We’ll do our best not to, but we will. All I ask is that you tell me and I promise we’ll make it right.” That kind of honesty, when backed up by sincere effort, is what builds loyal advocates.

Hooks are nothing more than originality. Being fresh. Being different. You can’t have a great song without it. You can’t have a great ad/campaign/brand without it. The hook is the most elusive element. Honesty and humanity take courage. Hooks take hard work. The question is, are you including any or all in your brand?