Engaging Moms in the Great Repression

About 3 years ago, AdAge reported that Renatta McCann (media guru at Starcom), would not approve a media plan to go out of the big house without an online ad strategy. It's an understatement to say times have changed. Today, it seems to make sense that every media plan should have an engagement strategy. Alas, many don't...or won't.

J&J has always been an online pioneer. They just launched a social media initiative targeting moms via MySpace and YouTube. Big-time mommy bloggers and celebs were hired to help spread the news. What's really interesting is the recession message overlay that encourages voluntary acts for the collective good. J Walker Smith (Yankelovich) identified the return to civic life as a "watch-for" trend for 2009. This is one of the first CPG initiatives I've seen that embraces this trend. It's smart to tap into the deep generosity and creativity of new moms.

Excerpt from AdAge:

"The recession aspect is a bit more subtle. The YouTube contest aims to provide new opportunities for moms to use social media to supplement their income. The MySpace program looks to let women who may be out of work remain active by volunteering for causes important to them and enable working women to help out charities whose coffers have been depleted by the recession. "

BTW: the videos on the brand's Youtube channel are darn cute. Every repression needs some cute to uplift us!

Irish Industry...

Since middle March was so hectic, I just didn't get my full Irish on. So today, I'm cooking Irish. I'm re-inspired by yesterday's post about crowdsourcing Ireland's economy. Perusing the "Ballymaloe House" cookbook for inspiration, the author and proprietress wrote this story as an intro to a humble mushroom recipe. Food and memory always makes wonderful stories, yet it makes me wonder... do we have this kind of resilience to overcome the "struggles" today?

"My husband Ivan, first started to grow mushrooms in 1937. He was already growing apples in the fields, and tomatoes and cucumbers in greenhouses. We were coming toward the end of a period when, in addition to the world Depression, Ireland was locked into the "Economic War" with England, and ordinary farming was in a disastrous state, as we could not sell our produce. At the same time the government, led by Eamon De Valera, was encouraging Irish industry, including the infant greenhouse industry, and mushroom growing was smiled on also...With a continuous supply of mushrooms, my husband took gifts of them to friends and relations he visited. In 9142, I had finished school and decided to leave home, intending to return a year later to settle down to marriage. First, I went to Northern Ireland to work in a hostel for old people who had been bombed out or otherwise dislodged from their homes by war. It was my job to clean the hostel, collect the milk from the nearest farm, , prepare the vegetables, and wash up. When Ivan came to visit me, he brought me a present of button mushrooms." Myrtle Allen

Can Crowdsourcing Save a Country?

Can an online grassroots initiative turn around a country's economy? That's the idea behind "The Ideas Campaign." The brainchild of one of Ireland's leading online agencies, the campaign hopes to inform the Irish about the real state of their economy, and tap into the collective intelligence to foster conversation about how the country can regain its competitiveness. It's just a one-month campaign, but it was able to gain awareness with the backing of Ireland's leading media outlets (I'm assuming for free).

The initiative taps into the best of the Irish spirit and pride of the Celtic Tiger. From the Ideas campaign: "we’re an entrepreneurial race, ranking second in the world for business start-ups. No, we didn’t make that one up. That’s what the think-tank, the OECD, no less says."

Have you ever known an Irishman who wasn't proud? When I was in Ireland at the height of the Tiger, I spoke to many young Irish who were proud of what had been accomplished. Back then, the young Irish felt they needed to "give back" and help other European countries out (like Poland). It will be interesting to see if that spirit of "giving" will be focused on their own turf.
www.ideascampaign.ie

Knowing the source...just got more important

I've been writing for the past week about knowing the source of your food as a macro trend that just keeps going and going. What I didn't know is that the government has been looking closely at this too--from a public safety perspective. Today, tne NYTimes reports that the Obama admin is concerned about the ability to trace food back to its source, What has been a marketing advantage now becomes a heightened safety issue and a future hurdle for many food manufacturers who have been missing the boat! I'm somewhat incredulous that many food suppliers are not able to trace their supply chain. Yikes!

Excerpt from NYTimes article:
"federal investigators bought 40 products — including tomatoes, oatmeal and yogurt — from retail stores and Washington and tried to trace them to farms or to the border. Investigators successfully traced the source for only 5 of the 40 products, the report stated. Three of the traced products were egg cartons whose supply chain included only a farm and a retailer. For a tomato, a bag of ice, a bottle of fruit juice and a bottle of water, investigators were not able to even guess the product’s supply chain. For 31 other products, investigators were able to identify only the likely suppliers.

The investigators contacted 220 food facilities to ask about their supplier records....(Among) 118 firms, 70 failed to provide investigators with required information about suppliers or customers, with 6 of the companies failing to provide any information at all...According to an estimate from a manager at a grain storage facility, if grain from one farm were contaminated, millions of bags of flour would be at risk and might have to be removed from retail shelves,”

Source: New York Times: Investigators Find Source of Many Foods Untraceable, GARDINER HARRIS,March 25, 2009

Knowing the source... of your jam

An Australian jam company has executed an idea that a gaggle of us had way back in 2000 for an US food brand. Today, trendwatching.com cited Beerenberg Jam's Provenance Pathway as noteworthy. Their online tool allows one to input the code from the jar cap to track what's inside right back to the orchard. Back in a web 1.0 world, the US company I was working with said they just didn't have the capability to set-up a system like this online. Ooh--it was such a good idea then--and it still is now, particularly as these kinds of applications move to smart phones.

It conjures up those feelings we've all felt when the big ones get away. The regret when a really great idea doesn't move forward. (yes, I'm feeling a little maudlin today).

It could have been "us"

Today, a writer for Newsweek answers the question I've been mulling for the past week. Why do we care so much about the Natasha Richardson story? Today in a meeting, one of my colleagues said, "It could have been me." Just three weeks ago, this father was skiing bunny runs, yet his wife insisted he wear a helmet (even though he admitted it felt a little geeky).

Here are excerpts from "When a Young Mother Dies" by Susanna Schrobsdorff, writing the Society column for Newsweek:
"Her passing from something as capricious and random as a minor fall on the gentlest of ski slopes was so jarring that we couldn't stop talking about the how and the why. It could have been any of us. And when we learned that she waved away an initial offer of medical care after her fall, we understood. I'm sure that if one of Richardson's children had bumped his head she would gone to an emergency room immediately, and stayed for as long as it took to be absolutely sure that the boy was fine. But how many parents, if we'd taken a small tumble, would have looked at the day's plans and said, "No, I don't want to ruin everyone's vacation only to spend hours at the hospital over a minor bump. We don't have time. I'll be fine."
Source: Susanna Schrobsdorff | Newsweek Web Exclusive Mar 24, 2009

Knowing the source...of your beer

Having lived and marketed through the "natural ingredient-nothing added-knowing the source of your food" trend since the mid-1990s, I was surprised to see a beer now taking this approach. The "green" plants in Michelob's spot, which turns out be be hops, fist caught my attention. (I had no idea what hops look like. "Man from Munich" showcases the guy who sources hops in Germany. I even remembered the tagline after just one exposure, no small feat(Crafting a Better Beer). It gets me interested in the brand again (even if I'm not the target...last time I saw a 6-pack of Mich was at grandpa's).

This macro trend about knowing the ingredients and the source of the food continues to be oh-so relevant, and continues to pick-up steam as Michelle Obama makes this even more topical. I saw how connecting a brand to this food movement grew Gerber share 10+ points. Smart move for a beer brand to occupy this territory.

How we do things matters more than ever

Writing about last week's storm over AIG bonuses, Thomas Friedman's op-ed served up a great question. Why? Why at this time of great crisis is it politics as usual? Friedman believes Obama missed the opportunity to inspire and lead with a come-to-Jesus moment with the American people (instead he appeared on Jay Leno). Friedman ascribes to the idea served up by Dov Seidman: how we do things matters more than ever. Dov,the author of "How" believes "how we behave and interact with others is the ultimate differentiator," whether it be business, politics or life. The Golden Rule not only matters, it can inspire.

From Fridman's op-ed:
“There is nothing more powerful than inspirational leadership that unleashes principled behavior for a great cause,” said Dov Seidman, the C.E.O. of LRN, which helps companies build ethical cultures, and the author of the book “How." It is when its employees or citizens are propelled by values and principles to do the right things, no matter how difficult the situation,” said Seidman. “Laws tell you what you can do. Values inspire in you what you should do. It’s a leader’s job to inspire in us those values.”

www.nytimes.com/2009/03/22/opinion/22friedman.html?_r=2

America: The Great ReSet

If you haven't read the March issue of the Atlantic: How the Crash Will Reshape America--listen to the author. Richard Florida, writer and theorist, was interviewed recently on NPR about how the global economic crash will reshape America. Highlights:

As America continues to move to mega regions, geographic corridors of economic vitality, cities that anchor mega regions, are the future. We simply cannot afford the expansion of suburbs, not because of money but the cost of time. Strategy: connect declining cities to mega regions (i.e., Detroit can become connected to Chicago and Toronto with high-speed rail).

Solution to economic recovery? Make housing and transportation cheaper. To thrive in the new knowledge economy? Stay competitive with a global geographic structure? Become less costly in time and economic resources. A reset of our economy will come from a new way of living. Suburbanization is the old model, fueled by the old industrial society (we bought cars, houses, refrigerators, based on this model.

Demand for new consumption in mega regions will come from high density mega regions, built on a new American Dream. Right now people are spending 50% of income for housing and transportation, when the mix should be 31-38% of income. The single family home is a privilege and a dream of the past. Renting will be the new economic reality, with a workforce that is flexible to be able to move where the jobs are--untethered by mortgages.

The world is not flat(aka Thomas Friedman). It's Spikey. These spikey regions account for 20% of world pop but represent 40% of GDP... and 9 out of 10 innovations.

Chicago is a mega region that will thrive. In the new era, "ChiPit"—runs0geographically from Chicago-Detroit-Cleveland-to Pittsburgh. Pittsburg is considered by Florida as a model, where it took a generation of civic and corporate vision and investment to bring the old industrial economy back. What about Detroit? Fabulous universities, Wayne State and U of Michigan—it will take a generation to rebuild assets. Back in the 1940's, Detroit was a top 5 US City. Today, it can’t has to reposition, and its great U's will be instrumental. Detroit has to connect with it’s mega-region hubs, like Chicago and Toronto. It will become a suburb to the metropolis, just like Wash DC has become a suburb or NYC. News and media from NYC relocated because it was affordable and easily connected to NYC, reigniting DC.

The future is now. Talented people who are mobile are going to geographic centers like Chicago—regional centers of the new knowledge-driven economy. I'm so thankful I'm a Chicagoan and urbanista! Yet I know as an ad guy, I helped fuel the last twenty years of consumerism. So where does that leave us, the ad industry, in terms of the Great ReSet?

Before everything changed

I'm breaking the rules of my blog, writing about something that took place pre-9-11, pre depression, the world was heady and it was New York baby. It was the second week of January 2001 when my sister and I were enjoying a lovely dinner at Cafe Luxembourg on the upper west side NYC. Seated in a tiny booth for 2 at the front, only inches separated us from the next booth. At dessert, the booth became occupied by--well, two amazing actresses of two generations. Lauren Bacall and Natasha Richardson. Since I'm the pop culture afficionado, and uncertain whether my sister knew who these 2 ladies were--I somehow signaled, "act cool." Lauren Bacall, in true grand dame fashion, silently siganled, "Don't even." Yes, even after moi had read BOTH her biographies, including the one she wrote in long-hand on yellow legal pads.

Both were lively and kissed each other Happy New Year. Natahsa was bubbly and bright, and ordered a "wine spritzer." Lauren announced 2000 had been one lousy year and asked in a gravelly voice, "double vodka." I knew Lauren's ex and the father of her son Sam, Jason Robards, had just passed just two weeks prior. Double vodka made sense to me. Made sense to Natasha too, who changed her drink order to something more serious.

Can't help think of that time, when everything seemed hopeful, golden, happening, happy. I can attest that these two ladies lit up the room, and the electricity within 6 inches of their booth is a great memory. Who knew our worlds would change so dramatcally in the new Millenium? So it was bittersweet to see on the news tonight that Laruen visited Natasha in the hospital today. Somehow, that's comforting. God speed Natasha.

Got Pie?

All my trend attenae are shouting, it's time to return to pie. This week, Time Out Chicago writes about Hoosier Mama Pie opening in West Town. The owner, a former pastry chef from some of the most well-heeled joints in Cgo, decided to go back to her Indiana roots and return to pie. Yesterday, a group of colleagues decended on the counter at Apple Pan in LA. Magnificent burgers. Amazing Pie. Chunky layers of banana and whipped-from-scratch cream! Sitting at the counter, I felt we were channeling that famous painting, Nighthawks. Even the sound of the slamming screen door at the front of the restaurant just seemed "right." There's something so comforting, so retro about pie in these times!

Side-note: both of these pie restaurants trace their food culture back to Indiana pie traditions.

Redefining a Generation: xY = Z

Marc Gobe, visionary and creative thinker on brands and consumer motivations was the speaker at a webinar on how to connect emotionally with consumers in this time of crisis. I've been a fan of Mr. Gobe's since 2002, and have found him to be ahead of the rest of us when thinking about brand experiences. He makes a very compelling case for redefining Generation X and Y as a new cohort that embraces the same dreams, aspiraitons and values. He calls them Generation Z and believes they were the defining influence in Obama's win. As a campaign, Obama was more about generational values than ideology. Mr. Gobe sees hope as the resonant value of Z, even as they grapple with the mess Baby Boomers have left in their wake.

"Particularly right now where people need so much information, there is an expression of trust that needs to be redesigned or reinvented. I think the baby boomers have told us trust looked like Greek columns in front of a kind of temple-like buildings. What we’ve been experiencing, there is a new visual vocabulary, there’s a new image that can be created by industries that want to show they are much more futuristic and a much more up-to-date kind of industry.” Marc Gobe

www-waa-akam.thomson-webcast.net/us/dispatching/?event_id=867ae387b8a664a45bfd67b451f558f3&portal_id=70f1891ac5234c5c09b4b4e0a4e96d32

"Social Media Watchers Are Becoming Their Own Cliche"

This week's ad industry buzz about the Skittles.com foray into social media made me curious. I went to the site and low and behold, 2 of the 6 featured pix of "Skittle friends" were actually 2 of my FaceBook friends. It made me wonder, is there a secret algorithim that matched my FBook to Skittles FBook? My social network expert said, "not likely."

It just seems so improbable! Two of my friends pictured out of 600,000+ registered fans just when I choose to visit? These friends happen to be ad folk, which made me think: Are ad people, as social media watchers and chasers of all things cool, actually heightening Skittles' buzz? Then it hit me--ad agency folk have become the "chattering class" of social media. We are not only watchers, but participants and pushers. We are our own target.


Have we become our own cliche? That's the provocative question from the socialmediainsider @ Mediapost.com. In the write-up, "Hey Who Stole My Twittles? I Mean Skittles?" the author concludes that the chatter has been less about Skittles brand, and more about what their campaign signals for the future of social media. Did the client and agency team recognize that the chattering class of ad people could be relied on to "push" the buzz out to the non-ad world? Just how many ad folk are on FBook and Twitter anyway? (me thinks, a great percent).

So is the Skittles "spider" going to pick-up the conversation from this blog and add it to the evidence of buzz created? Today, you can call me "pusher."