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March 28, 2012No Comments

Writing Your Next Symphony

"Do not follow where the path may lead. Go instead where there is no path and leave a trail." - Harold R. McAlindon

Over the last few days, I have sat in a number of business meetings with fortune 500 marketers who all seem to have the same problem. There is a huge data conundrum.  Everyone of them spoke of the large agency partners having either too little of an understanding of their data across all channels or that their digital &  direct agencies who were in analysis paralysis and could not produce assets that met the data and technology demands of the new mediums. (Often referred to as perishable assets.)  Now that we are in post-digital era where people and our customers leave digital finger prints behind on everything they touch, why have the people who are supposed to be experts at the customers not figured out how to deliver new value to the Post-Digital client?

One of my early mentors, Marc Beeching once said, "The best stories are like a great piece of music. They have a beginning, middle and an end.  Sometimes you have to decide which pieces go where"  I think that analogy holds true for the data conundrum brands are in.  

Much of the Industrial Age and the Information Ages required focus and specialization.  But as white collar work has gotten routed to Asia and reduced to software, there is a new premium on the opposite aptitude: putting the pieces together, or what I call a Symphony.  What is in greatest demand today isn't more analysis, but synthesis-- seeing the big picture, crossing boundaries and being able to combine disparate pieces in to an arresting new whole.

For marketing & brand leaders and digital & traditional agencies alike who do not wish to follow their competitors down a path to a commoditized value exchange -- which is the typical path that many continue to travel -- They have a choice. Live in the past or get down to imagining and forging a new trail to the profitable future.

I have quickly found that you must marry your creative skill sets to a vastly uncomfortable place to survive. Dare I say "Data Synthesis".  As a creative leader you must act like a composer or a great conductor (my favorite is Gustavo Dudamel) .  Ask yourselves which symphony will you write for your brand or clients?  Will it tell a story? Will it have empathy? What meaning will it carry?  How will it be designed?

Next time your clients or potential clients ask you to show them your value -- create a symphony.  

Your audience will listen and remember you. 

Go instead where there is no path and leave a trail.

Writing Your Next Symphony via @jpenabickley

December 21, 20083 Comments

ON: The Return of the Pink Slip Party

As many of the US's largest brands continue to feel the pinch of low consumer confidence, no new consumer credit and the downward spiral of 08 in to 09, many brands have revealed cuts and consolidation of their marketing dollars.   This week was especially hard for many on Madison Avenue as the ripple effect began to hit the agency world.

The social media channels were buzzing with hard copy of friends and former
colleagues who got the 2008 pink slips right before the holiday season.  Omnicom Agencies, BBDO, Organic, Proximity and Atmosphere BBDO PHD and TracyLocke are among some of the agenices who began to layoff their workforces.

While these cuts are devastating to the people who were cut; There is no time like the present to officially bring back the Madison Ave  Pink Slip Party

3586609
So you ask - What is a Pink Slip Party?
It's not new, it is a term that dates back to 1910.  The Pink Slip Party is a grass-roots phenomenon that gathers together
hundreds of professional workers and sympathizers to honor the passing
of the many companies that have shut their doors or have down-sized
throughout this market meltdown. he party is about solidarity and networking and connects the pink
slipped (and those who are nervous about being let go) with HR and
recruiting professionals at companies that are still hiring.  Aside from the usual commiseration between people crying in their cocktails this is a chance to have some fun and take advantage of what every pink
slip party brings.  YES - this is the perfect place for headhunters, direct-hire companies, and recruiting
firms to learn a little bit more about what you do. What you offer and why you could be someones next hire.
Maybe you'll meet a new contact, find a new job, or invent something new and find people who want to ditch the big corporate scene for an entrepreneurial start up.

So now its time for the Madison Ave peeps to join the already partying Wall Street folks.

If at First You Don't Succeed, Celebrate, Re-invent and Start Again!  This crisis could pose the biggest opportunity to change the way the agency world serves the ailing US marketers. 

To follow the slew of cuts on twitter follow and report info to http://twitter.com/adagencylayoffs

If you were recently tossed off the island here are a few resources that can help you.

ON: The Return of the Pink Slip Party via @jpenabickley

December 21, 20082 Comments

ON: The Return of the Pink Slip Party

As many of the US's largest brands continue to feel the pinch of low consumer confidence, no new consumer credit and the downward spiral of 08 in to 09, many brands have revealed cuts and consolidation of their marketing dollars.   This week was especially hard for many on Madison Avenue as the ripple effect began to hit the agency world.

The social media channels were buzzing with hard copy of friends and former
colleagues who got the 2008 pink slips right before the holiday season.  Omnicom Agencies, BBDO, Organic, Proximity and Atmosphere BBDO PHD and TracyLocke are among some of the agenices who began to layoff their workforces.

While these cuts are devastating to the people who were cut; There is no time like the present to officially bring back the Madison Ave  Pink Slip Party

3586609
So you ask - What is a Pink Slip Party?
It's not new, it is a term that dates back to 1910.  The Pink Slip Party is a grass-roots phenomenon that gathers together
hundreds of professional workers and sympathizers to honor the passing
of the many companies that have shut their doors or have down-sized
throughout this market meltdown. he party is about solidarity and networking and connects the pink
slipped (and those who are nervous about being let go) with HR and
recruiting professionals at companies that are still hiring.  Aside from the usual commiseration between people crying in their cocktails this is a chance to have some fun and take advantage of what every pink
slip party brings.  YES - this is the perfect place for headhunters, direct-hire companies, and recruiting
firms to learn a little bit more about what you do. What you offer and why you could be someones next hire.
Maybe you'll meet a new contact, find a new job, or invent something new and find people who want to ditch the big corporate scene for an entrepreneurial start up.

So now its time for the Madison Ave peeps to join the already partying Wall Street folks.

If at First You Don't Succeed, Celebrate, Re-invent and Start Again!  This crisis could pose the biggest opportunity to change the way the agency world serves the ailing US marketers. 

To follow the slew of cuts on twitter follow and report info to http://twitter.com/adagencylayoffs

If you were recently tossed off the island here are a few resources that can help you.

ON: The Return of the Pink Slip Party via @jpenabickley

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