This Message Brought to You by Procter & Gamble

Not long ago, the President and CEO of Procter & Gamble, Robert McDonald, spoke in Salt Lake City. He’s a U of U alumnus, by the way. Several things he said stood out to me.

First point. “Choose the harder right instead of the easier wrong,” he stated. He applies that advice to the business world, as well as to his personal life. It’s a mantra that came from his Marine Corps training.

“Don’t treat others as you would want to be treated,” he noted, “Instead, treat them as they would want to be treated.” That’s a smart twist on an old piece of philosophy, and very applicable to interactions with my clients.

“Put the needs of the organization above yours. Your ambition should be for the company’s success, not your own,” was another pearl he offered. It’s a principle he practices and asks all those who work at P&G to practice. Here’s another principle to which he subscribes: “Leaders should clearly communicate their company’s goals and values, simply because people prefer to work for consistent leaders with vision, values and goals.” I hope I'm not guilty of being too quiet about such things. 

He also said, “Organizations must renew themselves. Change is crucial. Diversity leads to innovation, so avoid becoming a homogenized organization.”  (Sometimes the diversity thing is hard to do in Utah.) 

And one last tidbit from Mr. McDonald that was interesting to me as business owner: “Make sure you have the right people on your bus, and in the right seats. My greatest regret is not adhering to this advice strictly enough.” I believe we have the right people on the Richter7 bus, but I hope they will speak up if they're uncomfortable with their role. 

Is That Me Following Snow White Around?

The world doesn't need another grumpy, old man.  And I apologize to anyone if I have acted that way.  First of all, I don't consider myself to be old.  (Am I dreaming?)  Secondly, although the stressful burdens of the business world, raising a male teenager, and life in today's economic environment can be trying, I prefer the thought of being pleasant to the alternative.  I'm not always successful, it's true.  That's why these two quotes from office wall are helpful reminders:

"With the fearful strain that is on me night and day, if I did not laugh I should die." 

Abraham Lincoln

"Where is it written that important assignments must be carried out with an air of grim determination." 

Andy Stefanovich (founder of a Virginia think tank called PLAY)

I must remember those thoughts.  Must, must, must.  If I don't, please slap me and tell me to go back to Snow White's cadre of dwarves.  Thank you.

Several Semi-related Thoughts About Advertising

I'm back.  No one noticed I've not posted for several months.  No tears.  I'll continue talking to myself.  I do that a lot anyway -- or so my wife claims.  

I'm a collector of quotations -- probably because I've never felt accomplished enough to offer something stirring of my own.  It's okay.  I'm comfortable with that fact.  In my office, I have several files full of advertising quotations.  I review them regularly to stoke the fires of my creative idealism.  Here are four that happen to strike my fancy at this particular moment.

From the 1957 Yale Baccalaureate Address:

"Could a commitee have written 'The Odyssey,' or Warhol's soup cans been painted by a club?  Could the New Testament have been composed by a conference?  Creative ideas do not spring from groups.  They spring from individuals."

From Bill Bernbach, advertising icon and DDB founding partner:

"I have spent so much time urging freshness and originality, let me quickly add that doing it differently is not enough.  The pre-eminence of creativity in advertising  is not a license to be pretentious, or to put it as unpretentiously as I can, it is not a license to be phony, to do abstract acrobatics.  Your job is to simplify, to dramatize, to use all your taqlents to make crystal clear and memorable the message of the advertisement.  Yes, your ad ought to make noise, so that it will get noticed, but not a senseless noise."

From Jim Riswold, Creative Director at Weiden & Kennedy:

"Noise is nothing but shouting.  Shouting has been, is, and always will be a fail-safe recipe for bad advertising; it's hollow, braggadocio, vain, boorish, rude and a complete waste of time.  It doesn't care about the consumer.  The best advertising is, if you enjoy fancy terms, a symbiotic relationship, or if you prefer simple terms, a friendship between a brand and a consumer."

From Thelonious Monk, famed jazz musician and "beatnik:"

"I take risks.  The only cats who are worthwhile are the ones that take risks."

Do the Twist

I have a collection of ad agency brochures dating back to the mid-70's.  Yeah, I know, it sounds like I'm a pack rat.  But only when it comes to advertising and baseball cards.  One of my favorite brochures is an odd-shaped piece produced by Carmichael/Lynch in Minneapolis, the ad agency most famous for producing award-winning Harley-Davidson campaigns -- ads that also happens to sell big, noisy bikes like crazy.

Inside was a great ad-making credo, that also applies to other forms of writing -- and maybe to life in general.  It goes as follows: 

"Tell the world a story. Make it simple, honest, relevant, heartwarming. But don't forget to add an interesting twist. That's what gets them leaning forward, thinking, smiling, believing."

From that thought came a little reminder taped to my office wall that simply says: Do the twist.  (Wasn't it Chubby Checker that sang a song about that in the mid-60's?  And didn't the Beatles sing, "twist and shout?") 

Ever since, that mantra has been my simple guideline when it comes to writing ads, teaching or speaking.  So, even though I prefer to waltz with my wife, let's do the twist.

About Quantity Breeding Quality

“Nothing is more dangerous than an idea, when it’s the only one we have."
            Emile Auguste Chartier (pseudonym: Alain), 1868-1951

A Relevant Blast From the Past

I keep a file of interesting ADWEEK, CA and AD Age articles that goes back to the late 1970's.  At least I deem them interesting.  I like to review them now and then.  I should do it more often, frankly, as the wisdom of earlier decades often remains very relevant to my efforts today at Richter7. 

In the 80's and early 90's there was a certain "red hot" agency that was frequently written about, much like CP&B is constantly covered now.   One of the agency's founders was my "copywriting mentor from afar," although he never knew it.   His name was Tom McElligott, and his agency was Fallon McElligott & Rice -- now simply known as Fallon.  Perhaps they've lost their way of late, from a creative standpoint -- but they're still a formidable shop.  

One particular article about them appeared in ADWEEK's April 27, 1992 issue, and detailed the attitudes and philosophy that fueled their stratospheric growth. I thought the insights were ever-so-applicable to me, to Richter7, and to our industry as a whole -- an industry that now spends a lot of time talking about new media, rich media, lay-offs and CRM strategies, but not enough time talking about the bottom-line benefits of intelligent creativity. Here are some of Tom's comments:



"Competitors rap our agency for being all creative execution and no strategy. We're delighted with that because we're able to keep an element of surprise. We go in as this creative agency, and then we knock you backwards with our business insight."

"Ads can be powerful and memorable and offend a lot of people. I surely want our stuff to work. But I prefer to do it with charm, and a sense of integrity. I'd rather overestimate the public's intelligence than underestimate it."



"FM considers itself a family in a family-oriented town. Children and dogs are often underfoot; no one blinks when art director Bob Barrie walks into a meeting with Fallon carrying his napping one-year-old son."

"Pat Fallon is one of the few account people who is as insightful and sensitive about creative as the great creatives in the business."


"People pay us not to let them rationalize about their business."


"There are two kinds of research: the kind that tells you what to say, and the kind that tells you how to say it. The kind that tells you what to say is terrific. If you don't do it, you're probably going to regret it. We'll test strategies till the cows come home, but we reserve the right to use disciplined imagination to find extraordinary ways to say it."


"The rule, pretty much, is to break the rules. If you break the rules, you're going to stand a better chance of breaking through the clutter than if you don't. The smaller a company is, and the bigger the competition, the more crucial that advice becomes."

Lose the Fear.

Did you notice the BMW magazine ad that's been appearing of late. It's a two-page spread, nicely designed --although there's nothing stunning about the visuals. Rather, the stunning part of the ad was the copy. (Spoken like a true copywriter, eh?)

The ad's verbiage can just as easily be applied to life as to a car. It's also highly appropo when it comes to creating advertising. Here's what it said:

Lose the fear.

Lose the groupthink.

Lose the yes-people.

Lose the proper channels.

Lose the chain of command.

Lose the safety nets.

Lose consensus.

Lose the happy medium.

Lose the compromises.

Lose Plan B.

Somewhere along the road to success lie the cones of mediocrity, urging you to take the expected route. To this we counter with the counsel to steer clear of the middle of the road.

A fine piece of advice. I will promptly throw away anything that resembles a white flag of surrender. I will perform my duties, as a father and ad man, with more faith, upgraded optimism and a finer finish than ever. Thank you, BMW, for the motivational speech.