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[...]... that brand I love the fact that Kohler is the name of the brand and the town it originated in, and the head of the company is the mayor of the town The work they do is beautiful They have a soul They have one of the largest artists-in-residence programs of any company Ten feet away from someone spray-painting enamel on a toilet, there is someone painting a fresco of Milton’s Paradise Lost Mr Kohler wants... with a lot of phone calling, a lot of hustling, a lot of chasing down the third-party consultants to barge into pitches.6 We continue to be the small guy in a lot of our pitches We are often the dark-horse candidate We have gone up against some of the biggest and best agencies in the world and I am happy to say that every now and then we are able to knock them on their ass These days we’d rather get... hit the ball out of the park Sometimes what makes the difference between winning and losing is a game of inches—one team being slightly more persuasive than the other My sales experience definitely helped me hone that skill Tuten: Here’s the inevitable Mad Men question Mad Men has reinforced some of the ad industry’s early stereotypes Are any of the types of people and situations represented in the. .. When I was in sales, I felt like I was on the front line with consumers I would see people frustrated when they bought products that didn’t work or super happy when they bought products that made them look great So much of their self-esteem is built into the products I heard the pros, the cons, and the whys of every product in the line Sales was the front line of consumer research I had all this great... daily—those are the kinds of brands that we do the best with The halo over these brands is passion Now about the first part of your question—about our methodology for creating needs and getting us into client of ces It takes a number of different forms Back to the notion of being nice guys and being good partners with our brand clients It has born a lot of fruit for us in so far as many of our clients... inducted into the Creative Hall of Fame, John Adams pointed out Advertisers at Work that people can be intimidated by Mike, but not for the usual reasons Mike intimidates people because he talks about the kind of advertising he wants them to do He tells them he wants them to change the world He insists that they think bigger than they’re able to think Then, as they sit there, he tells them what he finds... Chief Strategy Officer, Mullen Awful timing, right? I sprinted to the lobby, trying to think of ways to ditch the visitor and get back to the call When I got to the lobby, the receptionist pointed me outside There, in the rain, was the entire BFGoodrich marketing team They were holding a banner with our proposed tagline and they were chanting for us to come outside I called the team down from the conference... campaign out the door In so many agencies, their reels3 may be undeniably good But at the same time, you know there may have been some infighting between the clients and the agency in the production of that work We feel you can work together and pull in the same direction, and I think that has served us well We are true partners for our clients Reel is a term that refers to the compilation of finished... Millennials4 your sneakers, your favorite energy drink, your  Millennials are people born in the 1980s and 1990s 4 Advertisers at Work favorite headphones, your snowboard, your favorite NBA team, your outdoor sports or action sports We are not chasing financial institutions We stick to our lane Typically, those are brands for which the purchase decisions come from the heart as much as the head These are... is that as a founder, I am the center of this bull’s-eye I need to spend as much time in that bull’s-eye to further the company’s interests The further I get out in those concentric circles, the less I am serving the best interest of the company That is something that I took to heart I try to stay in that bull’s-eye as much as possible while not becoming detached from the front line Usually about once . alt="" For your convenience Apress has placed some of the front matter material after the index. Please use the Bookmarks and Contents at a Glance links to access them. Contents Foreword. explained that for many of these leaders, their word was law. And as for the benevolent aspect? There is no shortage of talent in the advertising business. No shortage of brilliance. But some are. stories of the influential people who played a role in changing their lives. They and many others in the book then chose to mentor up-and-comers. For example, many of the interviewees offer career