I’ve had a long career in advertising, and decided
it would be fun to share some of the more interesting moments. While I’d always
loved advertising, I was determined to work in TV. In college, I majored in something called
“Telecommunications” where I learned fundamentals of TV and audio recording
from the ground up. I took one class in Copywriting, just for kicks. And got an
A from Philip Ward Burton, an old P&G man who literally wrote the textbook
on advertising copywriting.
After college, I moved to Australia, and hold dual citizenship to this day. My first job was at Channel 9, where I’d hoped to become a director. My day started and ended in the Control Room, where we produced the morning news, then Adelaide Today, the midday news, Here’s Humphrey, and C’mon Kids and finally wrapped up with the 6 o’clock news. But I kept getting distracted by the script quality and the fact that the job was everything I’d hoped it wouldn’t be. And then I realized if I became a writer, I could control things from script to screen. So I quit.
My first official full time job in “advertising” was at a little shop called Telemall Communications. The company pioneered and produced messages on hold for companies all around Australia. While this was quite innovative for the times, it utilized the types of tape recorders my brother and I’d gotten for Christmas back in the early 1970s. A quick Google search shows the company is actually still in existence and still doing the message on hold stuff. (Hi David!)
We were set up in an old house in North Adelaide, and recorded scripts in a room that was little bigger than a closet. We had three or four copywriters, and one typist whose job was to type up our handwritten scripts. Poor girl. I’m sure she hated us all with a passion. While it was a fun job and I loved the people I worked with, I was still not sure it was what I really wanted to do.
And then Y&R called. Despite having virtually nothing I could call a portfolio, I went to talk to the Creative Director, David Minear (an awesome guy and creative genius) and walked out with a new job at one of the world’s largest and most legendary agencies.
My first day found me at the beach, art directing a fashion TV spot. Shot on FILM. I was in heaven. I couldn’t believe they actually paid me to do the kind of work I loved best. And I still feel this way about my work. I spent the better part of five years at Y&R, and it was the best education I could ever have. I carry Ray Rubicam’s famous words “Resist the Usual” in my heart to this day.
This is an exciting week for all of us. The winner of the Lucky Dog Creative "Pay It Forward" program will be announced during halftime this Sunday's Phoenix Mercury game. One of six Valley non-profit organizations will win a $25K fundraising advertising campaign from Lucky Dog Creative and partners Alphagraphics on University, InView Communications and the Phoenix Mercury. We're over the moon at the thought of how much this could make a difference for one organization and the people they serve.
And if that isn't enough, we're also announcing the winner of our Lucky Dog Logo contest in next week's HARO and on our website. We've had tons of entries from HARO readers, Lucky Dog Creative fans and friends and people across the globe! One lucky business or organization is going to win a custom logo, and we can't wait to find out who it is.
Winners will be posted on our home page August 6th, so be sure to check back!
One of the most important things we do at Lucky Dog is Pay it Forward. We have so many wonderful clients and we are so blessed to be doing what we loved, we simply have to give back.
Previous beneficiaries of our Pay It Forward efforts were found through HARO, where people nominated deserving businesses to win an advertising package. We had such a tough time choosing, we ended up with TWO winners. One, Smile 4 Life brings free orthodontic care to kids who need it most. The second, Moni Poni is definitely going to become the next hair craze.
Our current Pay It Forward promotion is in conjunction with one of our favorite clients, the Phoenix Mercury. Together we’ve identified six local non-profit organizations, and matched them with six Mercury players. People get to vote for their favorite player/organizations to win a $25K fundraising campaign from Lucky Dog Creative, our printing partner Alphagraphics on University, PR partner InView Communications and others yet to be announced.
Voting has already begun, and the competition is fast and furious. We can’t wait to see who wins. But above all else, we know we’re the real winners. Because we get to help others. And that, we believe, is the noblest pursuit of all.
At Lucky Dog, our mission is to have clients that we can be proud of and that we love working with. So far, we’ve been very lucky in that arena. One of the newer additions to our client roster is two-time WNBA Champion Phoenix Mercury, and we LOVE them.
Now, I’m from the generation where parents believed it was unladylike for girls to play sports. My grade school even required all girls to wear dresses, and as a tomboy, I hated it. After school, I’d stop to play football, baseball or basketball with neighborhood boys, who quickly learned to “let” me play because I’d deck them if they didn’t.
My mother never failed to punish me when I came home with tights torn, knees bloodied and pigtails askew. But what hurt more than the spanking was that I never understood why I wasn’t allowed to play organized team sports like my two brothers. Fact was, there were no girl’s teams. The message? Girls just weren’t good enough. Because I could outplay both my brothers and most of the boys I knew in football, baseball and basketball, it was a constant sore spot for me.
Although Title IX came into play while I was still quite young, I lived in Indiana, which was not the least bit progressive in nature. By the time I was in high school, I was “allowed” to play “Powderpuff Football” even though I could give our “real” team’s star quarterback a run for the money. I chose not to play, because the name made me mad.
The neighborhood boys, now young men, no longer let me play in their pick up games because it was embarrassing for them, simply because I could (and did) beat them. Eventually, I stopped playing altogether.
So working with The Mercury has been very special, because these women are the very embodiment of something I was told I couldn’t even dream of doing. Watching Tangela Smith sink back-to-back threes to win a second WNBA Championship (in my hometown of Indy, no less) gave me a real sense of satisfaction. And a very wistful feeling for the little girl I once was, who didn’t have powerful role models like Diana Taurasi, Penny Taylor and Cappie Poindexter.
“Women’s basketball” as it’s still designated, is just as fast and furious and competitive as any of the NBA games. In fact, in 2008 the Mercury averaged more points per minute than the top scoring NBA team. Who was that team? The Phoenix SUNS. In 2009, the Mercury won their second championship title in three years.
And so we’re encouraging everyone who loves the game to get out and support the Mercury. Not because they are women playing what many people still perceive as a man’s game, but becausebasketball is basketball.
So GET REAL, Phoenix. Steve Nash, Amar’e Stoudemire, Charles Barkley, Joe Torre, Jenny Finch, Larry Fitzgerald, Kurt Warner and others are proud supporters of the Phoenix Mercury. If you love basketball, you should be, too. If not for the love of the sport, do it for all the kids out there who dream.
Welcome, HARO readers and Lucky Dog Creative fans! So. We’re pretty sure we can all agree on the following statement: your logo is the face of your business. Pretty fair assessment, right?
OK, massive suspension of disbelief is required for the upcoming question, but bear with us. If your logo could look in the mirror, would it be happy, feel like it could use a little nip/tuck or would it scream like an unsuspecting victim in a horror movie?
Be honest. If you’re not sure, ask a few people you trust for their opinions. And be prepared to listen.
Those with logos that are looking a little less than desirable, aging or simply worn out, and even those folks with no logo at all, take heart.
LuckyDogLogos.com can get your business face looking its best, without you investing a lot of money into major surgery. Plus you can vote on your favorite logos and get a chance to win a new custom logo for your business, product or program. (Psst, look to the left. Purple box. You're welcome.)
We’ll even spotlight the winner in a special edition of LuckyBlog called “Before/After” (if applicable, of course). So what are you waiting for? Go. Buy. And don’t forget to vote!
Getting to know our clients as people is very rewarding. It’s a great way of gaining an understanding their business and insight into what drives them. EmpowHER.com is the perfect example. Founder Michelle King Robson, in her own words:
“A few years ago, like hundreds of millions of women around the world, I was suffering in silence. After a complete hysterectomy my weight ballooned, I was in debilitating pain, had lost my short-term memory, and was so depressed that I couldn’t get out of bed. I was literally on the brink of taking my own life. Despite considerable resources and access to care, I was still sick, frustrated and scared. I needed validation that I wasn’t alone, I wasn’t crazy, and that other women like me had experienced what I was going through. I consulted with numerous doctors, read book after book, searched the web for countless hours, and found ... nothing. I was lost. After more time passed and more research was completed, I received the proper treatment and finally got well ... then, I got angry.
After clearing my head and taking responsibility for my own health and wellness; I made a decision -- that no other woman would suffer as I had. I found my passion as a women’s health advocate and started a company exclusively dedicated to women’s health and wellbeing.“
Today, EmpowHER.com provides access to the prevention, health and wellness information, resources and providers to millions of women, and is one of the largest and fastest-growing health media companies specifically for women.
Michelle is using her personal experience to change the world for millionsof women. And I’m one of them. As a woman struggling with similar health issues, I was so excited to know there was someone out there who understood what I was going through. Someone who actually believed me, rather than being dismissive of my symptoms. I will admit to becoming very emotional in our first meeting, which really caught me by surprise.
Michelle’s website and personal guidance helped me find the right doctors and today I’m in the process of getting my health back on track. All because one person decided to do something to make life better for others. What if we all lived like that? Imagine how wonderful our world would be.
So what have we at Lucky Dog Creative learned from this incredible client? To never, ever, underestimate the power of one person to change the world. And to remember every day, that we all have the power to make life better for others. And that is how we approach all of our clients. We want to make a difference for them.
Thanks, Michelle. And thanks to everyone at EmpowHER.com. You rock.
Footnote: Michelle King Robson is being honored as the 2010 Business Woman of Inspiration at the Phoenix Mercury game Saturday, May 22nd. We can testify that she is indeed exactly that -- an inspiration.
Lucky Dog Creative has an all-new look, just in time for summer! We’ve been trying not to hyperventilate while our incredible web people (Ryan and Ty rock) worked ‘round the clock getting everything polished, new samples uploaded and all sorts of other cool stuff. And all this was happening in the middle of several other huge web projects we’ve been working on. And still they got everything done EARLY. I think it’s safe to say Ty and Ryan’s
eyes look like roadmaps.
While we're sure there are a few little glitches yet to be found, they'll keep for a day or two.
We’ve seen kid crazes like Beany Babies, Pokemon, Giga Pets and Webkinz come and go. But it’s always fun to see what virus is next to strike. Right now, it’s Silly Bandz, ZanyBandz and Crazy Bandz. Kids just call them Silly Bandz.
For those who aren’t parents, Silly Bandz are colorful silicone bands in different collectible shapes that boys and girls and even tweens and teens wear by the dozens on their arms. When taken off, they snap back into their original shapes.
So why are these things so hot? At only $3 for a pack of 12, and around $5 for 24, they’re affordable, collectible and kids actively trade them with their friends, looking for an elusive penguin or phoenix or other desired shape. They come in generic themed sets like Circus, Animals, Dinosaurs, Princess, Alphabet and Western. The really coveted ones glow in the dark.
And like any good kid obsession, they’re often banned in schools as a distraction, which simply fuels the fire. Also feeding the frenzy is kids spreading the word via social media like texting, IMs and Facebook.
So it was only a matter of time before marketers got hold of it and began producing licensed brand sets. Logo Bandz was born, with licensed versions from MLB, NFL, NHL and the NBA now part of one of the top-selling products in the country. Disney, Marvel, Warner Bros, DC Comics and others are not far behind. No doubt McDonald’s will jump on the bandwagon next.
And they will make millions. And I, for one, wish they had left it alone. Heresy from someone working in the
advertising industry, I know. But we’re all bombarded with thousands of ads daily, in virtually every single space we live, eat, work, and play, and it’s only getting worse.
It would have been nice to see a kids craze that wasn’t about some sort of brand statement be allowed to stay that way.
Many people think of advertising as being all about big multi nationals or global brands with gajillion dollar budgets. But not every brand lives in that world. Those guys are actually the exception, even in these days of advertising saturation. We believe every business, no matter how big or how small, deserves to have access to great advertising.
So yeah, Lucky Dog Creative is a new breed of ad agency. Sure, we’re small by some standards, but that’s precisely what makes us so desirable to our clients. Clients come to us and get a wealth of talent, experience and knowledge rivaled only by huge shops with tons of employees (and a matching amount of very expensive overhead).
Each of the key partners in Lucky Dog Creative has a pretty impressive pedigree with some very well known big agency names behind them. So we know how to play with the really big dogs. We just choose not to. Why? Because we’d rather work with great clients we love, not fall into lust over giant budgets. It’s far more fulfilling for everyone involved, and a lot less stressful.
Our goal is to build long term partnerships based on mutual trust, innovative thinking, original creative and great results. We’re not driven by your budget. We’re driven by what is best for your company. Which is why we offer Packaged Agency Services at affordable flat rate fees and Boutique Agency Services, which are still affordable, but definitely more extensive in scope. Pretty sweet, having a choice.
So if you still want a big agency? Cool, we wish you luck. But if you want partners you can grow with, we’re your huckleberry.
How much do you value the image of your business? Are you willing to invest money into building the right image, or are you a shortcut type of person? If you’re a business owner, we urge you to consider this question carefully, because the answer can mean the difference between success and failure.
So let’s take a look at what shortcuts will get you.
Shortcut: why pay a professional to make my ad or my logo? I have 1/ Publisher, 2/ Word or 3/ My kid/cousin/neighbor can do it for cheap/for free.
Results: Those programs are not designed to do things like make ads, no matter what the box or the Ad Wiz tool says. They are just templates, with very little flexibility, meaning your ad or logo will end up looking like something out of the early 90s desktop publishing craze. Or worse. That’s no way to get a business off the ground.
Yes, software has come a long way since then, but if you want to build a brand or an ad that people will remember and respond to, you need to invest in a professional designer to bring life to the concept. And don’t even get us started on copywriting.
Shortcut: Who needs a professional photographer? It’s the digital age, baby! I’ll just snap something.
Results: Sure, by all means snap something. But remember you need high-resolution shots that are well composed, with great framing and lighting, and even with all these things the shots may also need color correcting and/or some “Photoshopping.”
Contrary to popular belief, you can’t turn an inferior shot into something great by waving Photoshop at it. Remember, Photoshop is a tool, not a miracle worker, and as a tool you need to know how to use it. In the wrong hands, Photoshop is a hatchet. In the right ones, a scalpel.
More shortcuts: Try to resist putting yourself or family members into your ads. Rarely does this work well. NEVER give in to the urge to use clip art or Comic Sans.
Results: These missteps will simply make you and your business look bad.
But if you really must do your own ad, remember these wise words: you get what you pay for.
Shortcut: Order what you need from Lucky Dog Creative and get Madison Avenue creative on a Main Street budget.
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