And this other stuff is interesting for how it creates community around packaging. Meta-meta tagging reality.
The line between the reality online and the reality in 3D is quickly blurring. Or maybe it's already gone. With total transparency, what's inside the packaging really has no where to hide. Packaging is a gateway to experience design, experience that differentiates far more than superficial advertising.
Yesterday was the first time I attended TEDxNY, currently being hosted here at Grey Group's NY HQ. My first time, and frankly at first I was thinking it was more TEDxBizarre, but I got the hang of it.
It's hosted by Grey's own Don McKinney (attendee at several TEDs, apparently) and brings in people (from Grey too, but mostly other very interesting people who don't work for any of the Grey agencies) to hear speakers (apparently often online from TED.com) and then use the remaining 40 minutes of the hour to discuss the topic
We watched the following TED talk from last year, Dan Barber from Blue Hill talking about sustainable fishing practices and the implications for how we eat . There's an interesting thought in there that goes beyond and implies the positive impact of sustainable practice on how we live as well.
My boss and I had the great pleasure of meeting and having lunch with Pedro Font, a true legend in (multicultural) marketing and advertising yesterday.
For those of you who don’t know who he is, he’s the man who put the Fo into the FoVa that still appears on my paycheck. (17 years later, WING is technically a dba).
He founded the predecessor to Wing in 1979, 30 years ago this year. Say what you will, he was a major force in making the Hispanic market and multicultural marketing the multi-billion industry that it has become. If you want to read a decent overview of the agency back when Grey acquired it, check out this link.
He, for lack of another word, es un personaje. Since leaving the agency he has run a business responsible for selling Televisa’s content and other companies’ films distribution rights all over the world. In other words, Don Pedro is doing just fine, thanks. For all the stories I’ve heard through the years, and I'm sure the rest of you have too, I found him quite gracious, full of ideas and interested in what we’re up to at the agency.
Put a different way, Don Pedro is on our side.
As a true personaje, Don Pedro was not hesitant to regale us with stories and to give us advice. Some of it should be taken with a grain of salt, some of it is useful. All of it is worth reading.
I took notes, and figured I’d share what I gleaned to be Don Pedro’s rules of the road with you. Some of it he said, some of it was observed....
Keep it simple. Not everything needs to be a home run. Simple solutions can go a long way
Know your business, know your client and make choices focused on that conocimiento
‘Hay que dar’: always have ideas and always share them. Be helpful. Some will stick. Don Pedro took the time to pitch us several potential business ideas. He certainly doesn’t have to, but he didn’t get where he is by ever stopping pitching. Having ideas and sharing them is a habit to be cultivated.
There’s an opportunity in the market for the perfect combination of media, creative and promotion. Why is it all separated? We should create whole experiences.
Pitch to the top. Font & Vaamonde was successful because Don Pedro pitched AG Lafley, John Pepper and the big dogs with ideas. When they didn’t listen, he literally banged his shoe on the table until they did. Banged. His. Shoe. On. The. Table.
‘Hay que pensar como consumidores piensan. No, no. Hay que pensar como consumidores consumen!”
Don’t be afraid to teach people how to do something.
“Hay que hacer algo diferente, no solo porque es diferente pero porque esta basado en tu conocimiento del consumidor”
Do your homework. Don Pedro had a little file on the us and the agency and where the Hispanic Market is today. Most people don't take the time to plan ahead.
Don’t be afraid of regionality or getting your hands dirty. FoVa was successful because they regionalized ads in local offices (TX different than CA different from NYC, etc) and did local local promotions to move product. I know in this day the tendency is to go national or network, but we can learn a lot by being on the street.
Get out of NY. Hispanic market or not, the consumers we talk to in our careers aren’t eating at La Esquina or BondST or even in Queens. Get out, drink some beers with real people, be in the real world.
“yo soy de la vieja escuela. Ustedes son de la nueva.” acknowledge differences between the new and old and learn from both.
There’s always money out there. If you have a good idea, just go and prove it once and then go try to get the money. Make results happen
You only need one client to say yes for a good idea to become a reality.
Back around the holidays, you may have seen one of the most requested
gifts out there. No, not the Wii or the iPhone, but
rather another fantastic product designed with only your pleasure in
mind. That's right, the iJam.
Although we're six months away from Xmas in either direction,
apparently one iJam just made it from Spain to San Francisco, no surprise thanks to Spain's
notoriously slow mail. It was
received by my friend Ezequiel Triviño, who I met through my friends and former colleagues at
Sra. Rushmore, some of the best creative minds in Spain.
Ezequiel and a friend decided this iJam didn't meet their high
standards and that they would return it to the Apple store in San
Francisco. Hilarity ensues. Check out the video here:
Full disclosure: Ezequiel is a great creative mind, has won and
forgotten about more creative awards than most see and the the founder
of Wikreate, which is in its first six months as they describe it is:
Wikreate is a new model of a 360 advertising and
communications agency structured as a social network of skilled
professionals and partner agencies.
This founding principle is related to a lot of the thinking behind the title of this blog (a hundred avatars) and a model for the way the world has gone and continues to go: smart, well intentioned people coming together in new combinations to do things that have never been done before. New goals need new models, right?
I'm looking forward to seeing the work they do for clients with slightly larger budgets than the iJam. But if Spain wins on Thursday and Sunday for Euro 2008, I definitely want one.
I've been fortunate to have some very good sushi through the years. Yasuda, Nozawa and even Daiwa have all been very good to me. And now I add Sushi Ann to the list as some of the best traditional sushi in New York.
The rundown on an excellent meal, courtesy of Yamagisawa-san at Sushi Ann
Shiso hamachi scallion handroll, Chūtoro, Kanpachi, Sayori (Halfbeak), Anago, Tairagai (Pen shell clam, first time, very good), Shiba ebi, Uni (2X), an amazing mackerel/ginger/shiso nigiri-sushi, Fluke, Fluke Fin (amazing & layered), Toro/oshinko maki, Katsuo, Gobō.