O’Reilly sets the tone for his book by sharing a story about the definition of advertising. No, not the textbook one we all learned in University. This one is much simpler, sweeter and perhaps closer to the truth. The truth behind it all is that advertising is simply “Salesmanship on paper”.

Clutter

There’s something we’re all familiar with, both as laymen and professionals in the industry, and that is clutter. He puts the problem in context by using a great analogy (p.14). The irony of it is that in an attempt to break through that clutter, more often than not, we simply end up creating more clutter. This in turn, leads us to the bane of advertisers’ existence – ad avoidance. We’re all guilty of this, O’Reilly argues, whether it’s installing pop-up blockers, turning down the radio or getting up to feed the dog during the commercials.

The Contract

The basic contract of advertising is the idea that the audience gets something in return for sitting through it. O’Reilly discusses how for a long time radio and television mostly upheld that contract, and also discusses the scourge of the ad world – telemarketers and spammers. He also outlines how billboards broke that contract, but excludes perhaps some of the most entertaining copywriting I have seen (Burmashave p. 34).

Branded Entertainment

O’Reilly provides the reader with his insights on the rise (radio) and fall (television) of branded entertainment. Naturally, having spent the majority of his 30-year advertising career in radio, his affinity for this medium comes through. He gives the histories of many well-known brands and the shows they have sponsored over the years. Ever wonder why they were called “soap operas”? Find out now on p. 55! O’Reilly also shares some really neat stories of how the Tour de France and The Guinness Book of World Records came to be – both great examples of branded entertainment. And for those of you enamoured with Mad Men, make sure to read page 64 – a little JD anyone?

Yoots

Initially confused by the title, O’Reilly provides a phonetics lesson from Cousin Vinny (aka Joe Pesci). Yes, youths and their unbelievable spending power and influence over household decisions are discussed. More media savvy than their parents ever were, O’Reilly examines how the contract with this group has had to be rewritten and why it is still a work in progress – from the initial outreach of product sponsored radio shows (like poor Ralphie in A Christmas Story) to reaching youths in code (see Get Brain and Terry Tate spots), to teachers selling ad space on exams!

To whet your appetite and hopefully persuade you to come back next week, I’ll leave you with a bit of trivia:

Which Hollywood starlet’s father was a big time radio producer in the 1940s? (Hint, he would later create such prodigious television programs as The Today Show and The Tonight Show).

[Soap opera organ music swelling] Tune in next time to “Sage of Persuasion” to find out the answer to this week’s trivia question, learn about guerillas and see what lessons we can take away from Clark Gable’s undershirt.

On the drive to work yesterday, I tuned into my favourite radio station enthusiastically waiting to hear what I already knew, but was let down when the news update didn’t go into detail about the Canadian Cinderella story. Despite knowing what happened play-by-play, I still expected the traditional medium to reaffirm the glory of the overtime win above all else. Maybe it’s comfort, maybe I’m just starting to notice the impact of fiber-optics on information, or maybe we’re unconsciously on the brink of an evolution – the ever shortening shelf life of news. Nevertheless, it all comes down to the fine balance of telling people what they want to hear, as well as what they don’t know. However, are prevalent information hubs taking the novelty out of major events before the printing presses can even get warmed up? I might be alone on this, but I don’t think so. They didn’t seem to stop the momentum of the now American icon, Chesley “Sully” Sullenberger (better known as the pilot who successfully landed the plane in the Hudson river). Sure the guy landed a plane in dire circumstances, but that’s not the point. Sully attributes his instant rise to superstardom to the fact that “people were looking for good news”, and he’s absolutely right. With all the tragedies and bad news, people wanted a good story. This isn’t a staggering discovery; it’s just plain simple.

The same is true with advertising, if you can tell a good story that makes people feel good, it never gets old. I don’t think I heard a single complaint about the Tim Horton’s Welcome Home ad that ran countless times a day during the Olympics. I’m not saying every ad has to be a tearjerker, so long as there is an underlying story that people can relate to.

Although, that doesn’t answer my question as to why the men’s hockey team barely made the airwaves Monday morning. Isn’t this the ultimate Canadian fairy tale? There are so many great aspects to it. We were on home soil. It was against our arch rival. Crosby scored the golden goal in overtime. Is this not the story that plays out in every Canadian kids’ driveway? It wasn’t just about hockey either – it put Canada in the record books for most gold medals by a nation at the Winter Olympics. So why isn’t the hero making his rounds to all the networks like our friend Sully did? Well first let’s establish who the hero is. Is it Crosby or Yzerman? Wait, what did they do that Alexandre Bilodeau didn’t, or Joannie Rochette for that matter? Ah ha, that’s it! There are numerous Canadian Cinderella stories. I can’t believe what I’m about to say, but it’s not just about hockey. All around the Olympics were great! There were monumental highs and devastating lows, but perseverance prevailed, and in true Canadian fashion, we didn’t isolate any of them. What a great story… but what if we lost?

The launch, held at Parade Square at noon today, was very well attended and was presided over by Minister of Energy Bill Estabrooks and Mayor Peter Kelly. After the short speeches and photo ops, complete with His Worships turning on the bus, we took it out for its inaugural run. Nothing too elaborate, just a quick spin around Scotia Square. Even though I have been involved in the process from the beginning and have seen the buses in their loading bay at Metro Transit headquarters, it still surprises me how quiet they are. I am very pleased that one of these new hybrid buses will be running on my daily commute.

It seems that getting an undergraduate degree is a prerequisite to securing a decent job these days, but is it always applicable? When I think back to my high school days, my biggest concern was not if, but where I would go to school. However, as a recent university graduate, I can’t help but look back and question if it was relevant to the career I wish to pursue in advertising.

With a major in marketing and a keen interest in project management, I have yet to yield the results expected (secure a job), which makes me wary of the system I have bought into – and at a high price, might I add! Which brings me to my first conclusion: undergraduate degrees are not fully relevant to a specific career. However, this is not surprising, as the vast majority of students don’t know what type of career they want to pursue upon enrollment, so the undergraduate experience becomes more of an introduction than a means to an end. But isn’t that the key selling point for post-secondary education – you get a better job? In essence, yes, but deep down past the countless number of papers, grueling exams, and bottomless cups of coffee, there’s more to it. The contention that post-secondary institutions are systematic in a sense that after punching in for four years a job pops out, is a misconception to say the least. The graduates who are securing jobs are the ones that have more than just their alma mater on their resume. Volunteer hours, previous job experience, awards – this is what employers look for.

What it comes down to is that universities will never be completely relevant to the avid advertiser, as the market changes quicker than the institutions can adapt. However, that doesn’t mean a degree is less valuable, if anything it adds to the value, after all, the advertising industry thrives on varying perspectives. A wise man once said “you can’t give the client exactly what they want, otherwise they would do it themselves, but you can’t give them what they don’t want either.” Although this was in reference to advertising, it can be applied to post-secondary education as well. Universities can’t teach the students exactly what they want or what they already know, nor can they teach what students don’t want or don’t know, it has to be a blend of both, and this blend is what makes a degree valuable. Thus a degree will never be completely relevant, nor will it ensure you have a job waiting for you by the time the mortarboards hit the ground, but it will broaden one’s perspective, knowledge, and career opportunities.

An undergraduate degree is an introduction, or welcome mat if you will, into a specific field of study. Although, like any good welcome mat, they’re just there to clean you up before you try and get your foot in the door.

The film revealed the work and wisdom of some of the most influential advertising creatives of our time. Interviewing people like Lee Clow of TBWA\Chiat\Day, the man behind the Apple ads, with his landmark commercial “1984″ the first advertisement that introduced a product without showing it… it aired only once during the Superbowl that year.

The film was a flashback to my childhood, continuously thinking “Hey, I remember these!” One example is the “Just do it” campaign created by Dan Wieden and David Kennedy of Wieden + Kennedy and the “Got Milk” campaign created by Rich Silverstein and Jeff Goodby of Goodby, Silverstein and Partners. If only I knew back then that I was watching history in the making… but I was to worried about what time Full House was starting.

My favourite part had to be the Fail Harder push pin wall at Weiden + Kennedy Portland, made with more than 100,000 clear push pins. The wall was inspired by a true story from the legendary Jelly Helm, 12’s creative director: When Helm was promoted to co-creative director of W+K’s Amsterdam office in 1996, Dan Wieden’s only directive was, “You’re only good to me after you’ve made three tremendous mistakes.” Hence, their advice to every creative: Fail Harder. I have to say I’m truly inspired by this quote. Don’t be afraid of failure — learn from it.

Yoga may seem like quite the fad these days with Madonna flashing her guns, people doing the downward dog with their pooches in Doga, and everyone’s favorite, nude yoga—the latest celebrity trend. However, yoga is a discipline that has existed among Hindus for thousands of years, and has frankly changed my life over the past 6 months.

108 Yoga opened its doors Spring of 2009 in the Brewery Market, and Trampoline was generous enough to offer its staff a membership. Since I am not one for running or Zumba (like Erin and Mike), yoga was the perfect fit for a “chill” person like moi. But don’t be mistaken—it can be a hard, sweaty workout too!

The 108 studio is a beautifully renovated space that offers small intimate classes (mats provided!), workshops and wonderful instructors. I take advantage of the lunchtime classes that are taught by Sarah Jane or Leanne. Both instructors offer daily guidance, inspiration, and a practice that is constantly evolving, so it never gets boring! I have gone from barely being able to touch my toes, to doing headstands and the flying crow position—not to mention losing weight and gaining muscle definition along the way.

Since beginning yoga at 108, I feel strong for the first time in my life and I feel better equipped to face life’s challenges. This is the true essence of what yoga is all about—yoking the mind and the body. Each pose may be difficult at first, but with focus and breathing, you can push yourself further than you ever thought.

If you are interested in trying a new type of workout class/enlightenment, I suggest checking out 108 Yoga Studio. With different levels of intensity and several classes offered throughout the day, there is something for everyone.

Namaste!

Moving on…

For anyone who has yet to hear of Zumba, the new aerobic craze sweeping Halifax, I’ll do my best to explain. At its most basic level, it combines Latin dancing with high-energy cardio in the form of hip-hop. It also incorporates strength-training moves such as standing crunches and squats. See-doesn’t that sound like the most fun ever?!

One of the things I love about Zumba is the fact that I completely forget that I am working out. I get totally lost in the dance moves and crazy energy of the music and the synergy of the class. I grin like the freaking Cheshire cat, as does our adorable pint-sized uber-energetic instructor, Richard!

With respect to music, routines are set to 2 different genres: one is popular music (Shakira, Ciara, Black Eyed Peas) and the other is music specifically designed for Zumba workouts (as is evidenced by the word “Zumba” being yelped out in every song).

Zumba’s origins are Latin and therefore by its very nature, “hot hot hot” – lots of pelvic thrusts and swinging hips. I really enjoy the hip-hop aspect as it lets me get some of my pent up attitude out in a healthy way; sticking my tongue out and swaggering around like I just stepped off the L-train.

Unequivocally, the best thing about Zumba is getting to share the experience with my fellow tramp, Mike Postma. Imagine if you will, a 6 foot 2, built like a brick $%^&house, 25-year-old Dutch guy, bopping along with a class full of women. I think people keep returning to our class at the YMCA in part because of what a great workout Zumba is and in part because of Mike’s pelvic thrusts!

If you want something excellent to add to your “Best of 2010”, I highly suggest you “ditch the workout and join the party!”

I have long been a do-it-yourself kind of woman with a full arsenal of tools to back up my projects and things to assemble. I think from the first time I put together a bookshelf for my room in college, I was hooked. You can’t beat the feeling of seeing the final product, fully assembled (correctly) and put to good use. I have even been known to put tools on my Christmas list to fill the gaps on my workbench wall. Who doesn’t love the sound of a drill screwing in the last screw on that new dresser, or the sweet whir of a reciprocating saw slicing through the studs on a wall that must come down?

Now, I know there are probably some men out there who feel it’s a “man’s job” to operate the power tools, but I’ve got news for you. Women have more patience on the whole and probably swear a lot less during the procedure of operating these electrical gems. We also don’t require a flat of beer to get the job done (although, a glass of wine at the end tastes pretty good). I’m sure my husband tries to claim the tools as his own when his friends come over, but we both know who handles them when company’s gone.

I work closely with my client from Pierceys Building Centre when setting up their flyers and am proud of the fact that I actually know what the products do and can have an intelligent conversation about them. Of course, it just makes my list of “tools that I need” even longer.

Two summers ago, I demoed our bathroom at our cottage all by myself (my husband had just had a hernia operation, so he couldn’t help out). I was so excited to buy a new sledge hammer and get to work. A cast iron bathtub was reduced to small pieces as I pummeled it to bits (with safety glasses, of course) and carted it off to the dumpster along with whatever stress had built up in my body that week. Plaster and lathe also had to be torn apart to get down to the bare bones of our beautiful new space to come.

You certainly don’t have to be a man to appreciate the satisfaction of a job well done – especially when it’s done all by yourself.

I suspect most ad creatives are like me when it comes to developing ideas: it’s got to be the right kind of notepad, the right kind of background noise, and most importantly the right kind of pen. I used to work with a creative director who would only use those extendable yellow pencils – despite the fact that his meaty paws would cause the leads to snap with every other word. Scribble – snap –scribble – snap. He hoarded them the way a neurotic squirrel hoards nuts, every available desk drawer filled to overflowing.

The worst part is, I get it. A combination of backwoods superstition and probable OCD meant that for years I couldn’t touch pen to paper unless it was one of those Pilot Fine Liners. No Fine Liner, no idea. They dried up almost as soon as you opened them and tended to leak into your pants before meetings, but hey, I was hooked. I went through boxes of the things the way other people go through chewing gum.

But, times change and 2009 has been a momentous year. I turned 35, for one thing, and it seemed like a good time to take stock and make a few changes. Enter the Sharpie Ultra Fine Point.

Maybe I’m projecting, but those things are like little idea sticks. Instead of ink they fill them up with creative juice. They write on anything, they’re permanent and they last longer than the Energizer Bunny. They’re amazing.

So you can keep your Montblancs, your Conway Steward rollerballs and your New York Fifth Avenue fountain pens. If you really need an idea, the best pen of 2009 is the Sharpie Ultra Fine Point. And no, I won’t lend you mine.