When I was young, my father did all kinds of tinkering and fix it up projects. And as an excellent dad should, he encouraged me to step in and work right along side of him. His encouragement to mow the grass still makes me wonder if these teaching moments might have been a bit self-serving, but thats a story for a different day. 

Today I am reminded of the projects we built or fixed and how he showed me the value of doing good work. I can still hear the words of my father echoing from deep in those formative years of childhood, "do it right or don't do it at all". He was dead on of course, slapping some half-baked project together would never last in woodworking, home repair or even today in advertising. 

My validation for this lesson came this morning when my rep from Getty Images® left me a voicemail. They had received a hit on their image licensing web crawler and it showed that an image used in the Fallout online portfolio was unlicensed. While I probably should fear the fact that Getty Images® has a CIA like web crawling search spider, I really never broke a sweat because I remembered that I always operate with "do it right or don't do it at all" when it comes to licensing and using images for client work. So after a 5 minute conversation with my very nice sales rep, Marry, sure enough they found it licensed to the client. After she updated their records she proceeded to explain how the process works and then try to sell me more images plus video and music and ... yeah she was doing her job. 

Of course now I am left to wonder, since the image that started all of this hasn't been in the online portfolio for a long time how much should I fear the big-brother Getty Images® licensing terminator? For some agencies (nameless we shall leave them) this should strike some serious fear. Because in this industry folks know what places don't care about doing things right. Its a very small community of creatives and we all know who operates without regard to licensing.  Will stories like this make agencies grow up and realize that it time to respect the works of others? Or will they keep on running rogue until they get busted? 

Clients of the world should also take this note as a bit of warning. The next time you think you can use some overseas cheapie firm or some crazy deal, make sure it is really worth it. Because the licensing and copy-write protection terminator doesn't sleep, he doesn't need food and will never stop hunting. So you can bet that if you do choose that path, some day the work and the images you stole will come back to haunt you.

Getty Images® is a registered trademark of Getty Images Incorporated all rights reserved. This is not a paid endorsement for Getty Images® and we did not pay to use the name Getty Images® or any likeness thereof. The Getty Images® Licensing Terminator is probably a registered trademark of somebody else so don't shoot us. 

Only there is a problem. NCAA guidelines prevent me from using any currently eligible student-athlete image for any promotion, and that includes self promotion. So, no pictures of the poster or the programs, or the materials we did for the baseball team. We have become accustomed to this kind of thing since we work with so many NCAA schools but it still gets annoying from time to time.

The good news is that I can use the images (in four years) when every player has exhausted their eligibility. Be sure to look for that information coming to this blog in May 2013.

So, while you are waiting for that take a look at the nice timelapse the Commercial Appeal (photos by Mike Brown) put together of a Tiger basketball game turning into a Grizzlies game. And it is not a editing trick the Tigers really do outdraw the Grizzlies 2 to 1.

Ok, for most of the advertising and corporate world 2008 was not a great year, and yes even Fallout understands first hand that almost all businesses are being forced to cut back in some way. We know many of our friends and colleagues have been affected by layoffs and downsizing. Financial institutions as well as online startups are closing or being gobbled up at a frightening pace. So we sympathize when we hear how corporate budgets have been stretched to an Ebenezer level of thinness. No doubt, 2008 will eventually be remembered for the tough economy. However, it is just these sort of times where we should learn to appreciate what really matters most. No matter how bad our little world of advertising and business may seem, we in the USA are are still far more fortunate than the rest of the world. Hopefully this time of realignment can help us learn now to keep what we do in perspective – in good and bad times. For our year end review here are eight things that we have learned in 2008:

Just like the dotcom bust of 2000-01 this economic downturn was signaled a year in advance. In the second half of 2007 we saw several business industries dry up hiring and tighten their budgets. Like all discretionary spending, private schools have been reporting a 5%-10% decrease in enrollment for the past year with predictions for even greater decreases in 2009. Not to beat a dead horse but we have been advising clients all year that green initiates and nonessential spending must be properly utilized. We saw similar attitudes toward "project spending" back in 2000 and this year the only sound advice we could offer was to be leery of overcommitting or signing onto claims that will be difficult to sustain. The best thing we know is that the economy will rebound, if not in the first quarter of 2009 then soon thereafter. Whether it starts now or six months from now, when the economy rebounds, the people who rode out the storm will be anxious to get back into heavy promotions and advertising... just like it was in 2003.

As we go forward and as all generations are adopting what was once "bleeding-edge" items,  it is clear that much more of out future is going to be controlled by very high tech materials. HDTV will come of age in February 2009 as well as numerous advances in consumer technology which will now develop into normalized use for everyone. We have seen movies and the world of sports begin to embrace 3D broadcasts which will lead to more mainstream uses.  Advertising as well as numerous trickledown effects from industry will make embracing new technology more of a common practice. We can argue the environmental and moral plusses and minuses of such replacement behaviors but just remember this is not an endorsement just an observation. The economic constraints will cause purchases to be less frequent for now but wise advertisers will see that as an advantage for this down time and focus on the quality of their product now. When the economy rebounds more of a focus can be placed on replacement/upgrade.

It was not good to see the closing of many agency doors this past year. Expect to see numerous combining efforts between shops as they try to reposition themselves and unload the cash bleeding that their overinflated charges have protected until now. The reverse will also be true, many smaller shops will benefit from their experiences of the past few years and gain influence as clients become more comfortable with a shift away from the "one ring to rule them all" agency model. I feel clients will be partnering with many diverse experts in the years to come to get the best bang for their buck buy gathering from a team of diverse creative shops. There may not even be a new 'agency model' because much of the agency mindset is so self serving. My hope is that more of a partnering mindset is adopted. More firms should remember that our work has to actually work for our client, not win us awards and buy Lamborghinis. Client focused projects don't start with our bottom line but that of the client. How is your agency thinking?

Experience is becoming more important than event and having the 'right' product is more important than convenience. Destinations are not as important as time spent. I'm not sure where this will effect the economy the most but it will directly play a part in advertising and message crafting of all sorts. Communications will now be forced to stop selling and be more 'legit'. This will change all areas of how customers are attracted and retained. Yes the coming generations are more quickly adopting new technology but also expect them to search for more simple alternatives to everything.  If they don't 'need it' it will quickly be seen as junk. Part of this lack of loyalty comes from what we are seeing with the disposable mindset for much of the consumer lifestyle here in the west. A second part of the logic behind this comes from the less is more mindset that seems to be returning to music, fashion and art. Most likely a direct result from a decade of being told how fat they are. Expect consumer messages to require not a sales pitch but rather a list of uses. Video games and frivolous activities can still be cool but excess is starting to be seen by youth as a vice. 

That time "wasted" in the good time on things like insurance, and paperwork really are worth it. Learning that you have good legal council or a great CPA can only come in "one of those years". Someone told me that updating your resume the day you start at your dream job can be the best thing you ever do. It may seem like a waste of time then but only when you need it will you understand the value. So too with registering your logo trademark or spending just a bit more to purchase that extra domain name. Sure, it's all minor stuff when you are just trying to "get-r-done" but when times get tight the smart detail minded decisions will bring payoffs or more importantly security. Future minded business leaders will see opportunities to bypass their competition in this down time but not if they are just trying to tread water. 

Proper fit. 

While most people may think it strange to even consider turning away business in a down period, please look back at 2001 and that period of time and ask yourself if more sales or better sales were the better path for success in that recession. Unless you are Walmart you are likely to do better servicing the same number of people in better ways during a down turn than you will be in overreaching and watering down your product or services. Fallout chose to end our relationship with a few companies in 2008. It was nothing personal nor was it a statement about any of those businesses. In each case the working relationship was not a good fit for our long term goals and the client will be better served elsewhere. In 2001 we experimented with the discount services method, and it was disastrous. In 2008 as it became clear that the economic crunch was indeed very real we made the hard decision to let a few clients go. It was not easy but immediately we had more resources for the projects that were in our area of focus and the quality of the work increased. In service minded businesses, refocusing seems to generate better results while defining more markets seems to stabilize products. Having just been thru this a few short years ago most people should remember this but if not you risk a tough 2009.

We all understand how bad a PR move this is but in a down turn this can be a move that causes your customers to have a tainted vision of your  company for a lifetime. Shortsighted thinking in a tough times is easy to do if you are panicked. I could elaborate on the failings of the oil and gas companies for days regarding this issue but it seems they hear the public outcry and are changing their behaviors to match. Yet still there are many that did not see how quickly rate increases in hard times anger the public. Just look at a particular university athletic ticket price increase. This is not a slam on that university but it is great example of what not to do. They got to the top of the basketball world 8 months ago (Go Tigers!), yet now that everyone's operating budgets are tight they are going to drastically increase the seat price and cut out perks for their donors. Ouch! If fans had any doubt before about ordering tickets the university pushed them into making a negative decision. Don't make up a customer's mind that easily. Give more options to them in tough times, offer additional services, profits are tight everywhere. DO NOT take your product or service off a prospective buyer's list just because you need more profit. Find new revenue streams. Find ways to streamline your services, only in "shut the doors or rase prices" scenario should you raise prices in the next 6 months. And 2008 has taught us that when raising your rates is the last option, you are already done.

Fallout will have more fun in 2009.

2008 was wild, sometimes even insane but in the end Fallout Design is better today in all aspects of business operation than it was in 2007. As we look at 2009 and try to map out a plan we can hope that continuing to do things in a casual yet professional manner will be appreciated and valued by our customers. In 2008, many behind the scenes operations made the quality of work improve dramatically. Clients responded favorably too as they excelled with the additional services we provided. We enjoy the relationships that we have maintained will our clients and at the end of the day I know we can produce the same or better results than many larger firms. The process of working with Fallout is what we will continue to build upon as we always strive for a better experiences for everyone. We are fortunate to have relationships with some very good vendors, incredible associates, and some really top notch clients that we can never thank enough. In 2009 we look to enhance those experiences and enjoy more good times as we try not to take what we do too seriously.

Merry Christmas, and Happy New Year from Fallout Design Inc.

A world wide recession seems to be looming.

Advertising budgets are being slashed for 2009.

Staff layoffs and reductions continue to make headlines at advertising agencies around the globe.

But our business is actually rockn! How is it that for unthinkable news?

Don't get me wrong, all sectors of the economy are uneasy. Fuel costs are cutting into profits and shipping and travel has been reduced, but that all seems to be more of a comment on the state of operational costs rather than a comment about availability of work. 

I think the reasons for Fallout's growth during this period are a direct result of the way our business is operated. In previous posts I have detailed the experience and ability to manage our client's work and message with professional care and expertise. And its pretty easy to see where the cost savings we provide can be attractive to anyone who currently wonders if they are getting the most bang for their buck from another agency but I also believe that another key component is our current customers.

Current customers have been extremely loyal and these guys continue to push us onto everyone they know. They give such glowing referrals that they are like an external sale force. For that I am humbled and very appreciative. As a token of my thanks I want to create some that we can reward the existing Fallout clients/zealots out there. 

We are working to create a reward system where I can say thank you in a more appropriate way. I'm not sure if it will be some sort of discount on the services we are already providing for you or some sort of gift,  but watch for more information coming in the next few weeks as we will create a signup method that will help you pass along those referrals and a way we can say thanks at the same time.

Thanks again

-SG

 Wow the olympics are here again, oh bother. Don't get me wrong I love sports and competition is always great fun to watch. But at this point the marketing hype makes the olympics a bit less about winning and more about selling. I fear that the olympics of today has become more of a "stimulus package" for a handful of industries (mostly TV/advertising or construction related). Again not to slam a very cool event but other than those who have some stake in it I think most average folks could care less - very sad.

 Getting there was once half the fun of a trip. Now it seems nobody remembers that trips are fun. Today travel has devolved into a task of get it over and getting back to normal (read: boring).  

Someone asked me "Why would Brett Favre ever go to the Jets? Why would he not stay retired?" The answer is simple - what else is is going to do? Watch games on TV every Sunday? Until he has something better to do why not play? Retiring never works for winners they have to keep digging. No matter what sport or industry, if you are a winner you will keep digging. Digging for sales or for creative solutions or for victory. Whatever it is that makes people win it also makes people continue to try even when the game has passed them by. Favre will move on but only after its obvious he is done playing. I don't know of any great athlete or leader that did not over step their boundaries at one point. But winners always find something else to dig into. Brett is no different.

 I don't know how meetings run in your office but after being a part of several very well organized meetings lately I am pleased to see that people are trying to change the dreaded "meeting just to meet" mindset. I know everyone really appreciates the difference between a meeting run by someone who is just running through the paces and someone who values the time of everyone in the room. Thank you to everyone who does it right, it really makes working with you much more enjoyable.

 Radio ads. Do we love them or hate them? As a listener I hate them. As business owner I suggest them to clients. As a creative I cringe at the poor production quality of most thing we hear. As a media buyer I love Radio because it gets my clients a great return on their investment. The results of Radio are amazing and the way it infects target audiences is almost impossible to replicate. But yeah I still hate radio ads. NOTE: I also hate medicine and exercise but partake in both due to their effectiveness. 

Or at least that what most people think. The truth is Fallout Design is a multi-talented organization that can develop and execute advertising and marketing projects. However thats a bit wordy so most folks just remember the neat Photoshop tricks. 

The propaganda artists in Iran recently were exposed for their editorial liberty but really who to blames them when Photoshop has become so common that everyone now wants even their best photos to be touched-up. Tricks like the one above are the slight-of-hand of the design business. When we develop a multi staged rollout of a campaign or a 70+page publication the hours of work behind the scenes is often brushed aside as "they are just making the images pretty". But it really is more than that. It takes years of experience in knowing what produces results and in how consumers related to product, place and positioning. 

If in the end you remember us for what we do in Photoshop thats fine. We are just happy that so many clients remember that we are good at what we do. 

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Those Soothing Seaside Sounds!

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Final Days of 2007

Imagine that every year all the roads in the world were updated and you had to re-learn or take a refresher courses in what had changed in order to drive again. Or better yet, try to imagine what it would be like if every year or so the petals on your car might be converted to, I don't know, something like "multi-toe touch" input.

That is about what happens every 12 to 18 months in the creative world we work in.

Happy with your current computer? Forget about it... it won't run the latest software.

Happy with your current page layout app? Forget about it... it's going to be totally different in version 2.0.

Now don't get me wrong, I don't mind upgrades and I am generally a happy camper with all the techno-geeky junk that goes with it. I'm not here to gripe and moan about the costs of these upgrades - quite the contrary. I find these costs of doing business painful but very acceptiable considering the level of quality they add to my work flows. I do find problems with the frequency of the upgrades and the very real productivity that gets lost every year just trying to do our jobs. The latest release of Adobe's Creative suite is an excellent example of the ware we wage. There is no way that InDesign and Photoshop are not the industry standard, however, to keep up with this standard you now really must be on an Intel based machine or else your production times will suffer. I know it sounds over generalizing but honestly have you tried working in all the apps on an older machine? It is really a test of patience and a loss of income for all the wasted time.

But what about our clients?
Are they too going to suffer? Every deadline assumes that the design studio is up and running. Never will you hear a client ask to get their brochure designed on the latest software.. they could care less. Sure they could suffer but we keep most of the pain from ever filtering their way. We give them results and keep the behind the sceens magic to ourselves. My ultimate concern is what this does to our industry.

We continue to upgrade our creaative tools at such an alarming pace that output and service profesionals are constantly being outdated, outpriced, and simply left behind. We offer no base or industry standard for creative workflow. A similar thought would be if every year the fuel for your car was new and improved. Each service station in the world would have to upgrade their equipment to cary the new fuel source. Not only that but they would need to keep options available for legacy fules cars as well so now the service stations have double the inventory and twice the costs with no new real increase in sales.

This is what we are doing to the print and web industry as many other services struggle to keep up as we rush to upgrade each year. I'm not suggestiong that we stop upgrading, because thats not going to happen. I just want to make sure that we start thinking about the results we are having on our own industry and try to develop baseline methods for files and software so that these transitions can be rolled out without the dire consequences we have historically seen on many of the friends and clients who have been left behind in our pursuit of the latest and greatest.