Our strategic specialist opened a brainstorming meeting with a lengthy introduction emphasizing the talking Mrs. Butterworth’s bottle as the heart of the brand’s essence and the best representation of the brand’s core values. The bottle “comes alive” during commercials and talks to a child who’s enjoying Mrs. Butterworth’s syrup.
Despite the intent that the meeting focus on concepting a branded online game for Nickelodean’s website, my recommendation was that the client would be better off reapportioning the substantial sum of money set aside for the game toward the creation of real talking bottles. This could easily be accomplished such that when the cap to the syrup bottle is opened, a small speaker hidden underneath the cap is triggered to sound a pre-recorded message. I also made the point that the strength of this idea lies not in emblazoning the bottles with messaging about the new feature, but rather quietly letting Mrs. B. lovers find the hidden gem on their own.
Unfortunately, this idea was never presented to the client. I was informed that, despite being the “best representation of this brand’s core values,” a talking bottle “is an exercise in package design and falls outside the pervue of our agency”.
Strategic stronghold Undercurrent tasked me with a concise challenge for their client, Start Mobile: increase sales. Start Mobile is a small, web based company that specializes in wallpapers for mobile devices. They have cultivated a remarkable group of popular artists such as Shepard Fairey, Tara McPherson, and David Cho, and have created a library of these artists’ works available to mobile users at the manageable price of $1.99 each.
After analyzing their strengths and shortcomings, I outlined a series of strategic opportunities for Start Mobile that combines both online and offline executions and partnerships. Tactics that allow them to capitalize on their associations with today’s brightest artists and help Start Mobile reach audiences who are both technically inclined and design-savvy.
I am an anomaly. I am an outlier. I am a trend hunter and I’m passionate about technology and creativity. For years now, I’ve been the square peg that you can’t quite figure out where to place. I am equal parts “Art Director”, “Copywriter”, “Developer”, “Designer” and “Social Media Strategist”. And I’m part of a growing group of tech savvy, trend conscious, digitally connected and socially aware creative young people who are changing advertising from the inside out.
It was for just those reasons that I was hired by JoshSpear.com to watch, find and share everything in the realm of technology, design, and social interaction that hasn’t yet hit the mainstream. JoshSpear.com is a “source of inspiration for marketers, brand managers, advertising executives, and a wide range of everyday people from around the world who love to stay ahead of the curve.” In 2007, I contributed daily to the wealth of content that’s collected on JoshSpear.com. I have since moved on to collect similar content on my own site, www.AmongMany.com.
Beyond Madison Avenue was created in September 2005 as an outlet for a few select gurus to share their insights on branding and strategy, marketing and advertising, and traditional and innovative media opportunities. While at BMA, readership was expanded to over fourteen hundred subscribers, and the blog garnered more than four hundred visits per day. During my time with BMA, it was regularly ranked among the top 70 of Ad Age’s media and marketing blogs.
I started writing for Beyond Madison Avenue at its inception and served as Editor from September 2006 to November 2007. Under my guidance, BMA grew to include its own podcast, and was voted the Most Valuable Blog in a competition sponsored by eminent blogger, Joseph Jaffe, ahead of prominent challengers such as Seth Godin and Wired Magazine.
In the spirit of connecting people, Beyond Madison Avenue teamed up with event production company KMP to create PAUSE, a summer happy hour event designed to bridge the gap between virtual and personal relationships. PAUSE gave BMA’s readers, along with others in New York’s creative community, the opportunity to take a deep breath and put their hectic work schedules on hold for an evening.
