Archive for August, 2010

SaatchiNY Presents Producer’s Award

Tuesday, August 31st, 2010

Left tor Right: Harry Davis (Joy Road), Katherine Cecil (Race), Roy Clovis (The Cycle), Sheldon Levy, Bree Newsom (Wake) & Kiel Adrian Scott (The Roe Effect)

For the second year in a row, SaatchiNY joined an illustrious array of sponsors (including HBO and Macy’s) in presenting the Nothing is Impossible Producer’s Award at the 7th Annual Martha’s Vineyard African American Film Festival. As always, the event was an amazing showcase of talent. Our judging panel got the opportunity to see a lot of great films, and in addition to being a wonderful event, it also provides SaatchiNY with a pipeline into some exciting new talent.

The Saatchi & Saatchi Nothing is Impossible Producer’s Award was created to recognize an independent film producer who was able to create a remarkable, high quality film with a limited budget and resources.  We felt that the exceptional story telling in the film we selected this year truly captured the Saatchi & Saatchi spirit of “Nothing is Impossible.”

The award is given to only one person, but all of the participants should be considered winners. All of them have beaten incredible odds to finance their films and shown great savvy to get their films produced. All of their “making of” stories are 100% inspiring, and we’re thankful to build a pipeline of such talented producers and directors that we can partner with on client projects and on special events in the future.

This year’s award winner, The Roe Effect was directed and produced by Kiel Adrian Scott. Sheldon Levy (EVP, Associate Director Broadcast Production @ Saatchi & Saatchi) had the honor of presenting the award at the Director’s Brunch, where he was also the guest speaker.

The Roe Effect is a tragic love story about a girl named Dawn who is thrust into an adult situation by her father and must choose between exposing him and losing the girl that she loves. Towards the end of September, SaatchiNY will kick-off a film series screening the winning film, as well as the rest of the finalists for the award.

Special thanks to our Saatchi & Saatchi judging panel:

Sheldon Levy
Pat Giles
Steve Mitsch
Lisa Clunie
Brad Rodriguez
Kwame Taylor-Hayford
Danica Rosen
Jen Randolph

Category: Awards, Creative, Film & Television, Our People

The Power of Social Media

Monday, August 30th, 2010


(Old Spice Man’s Response to Alyssa Milano)

Brianne Janacek is a Senior Strategic Planner at SaatchiNY. Below are some of her thoughts on lessons to be learned from the recent Old Spice social media blitz.

Unless you were hiding under a rock last month, you probably heard about, read about or saw the Old Spice videos that took YouTube by storm. In them, the protagonist “Old Spice Man” used YouTube to personally respond to questions and comments posted by real people in the social media community via Facebook, Yahoo, Twitter and a number of other sites.

For example:

Question: “Porknog asks on Reddit – “Dear Old Spice Man, How many times should I lather, rinse and repeat? My wife says I’m going to get a rash if I keep this up.”

Response: “Well, Porknog, you should count yourself lucky to have the loving companionship of a lady person. Please tell your wife the rashes are not a concern, but too much Old Spice body wash could result in her heart exploding . . .”

As you can see from that transcript and the above video, the results were hilariously entertaining. And the response to the videos was immediate – a massive blitz of sharing, re-posting, commenting and tweeting. If you weren’t already convinced of the power social media holds for engaging people with brands, this campaign makes it almost impossible to deny.

Here are a few reasons why it was so successful.

IT WAS PERSONALIZED
Let’s be honest, deep down everyone wants to be a little bit famous, even if only for a moment. And that’s what makes social media so appealing. It enables people to feel missed and followed, which gives them a sense of self-importance. Some of the brilliance of this idea was that it tapped into this underlying truth and gave people a moment of fame. Once they got it,  they were compelled to share.

PEOPLE SPREAD IT THEMSELVES
My guess is that it blew up more than anyone at Old Spice even imagined. Old Spice didn’t have to direct people to where the videos were or even create a micro site where they would live. They placed them in a context where people are already sharing on their own —YouTube.

The videos were so entertaining that people wanted to share them and participate themselves. The brand let the people do the heavy-lifting, and it worked brilliantly. Even celebrities and other brands got in on the action — Ellen DeGeneres, Christina Applegate, Alyssa Milano, Starbucks, and even Gillette. No doubt, their networks are much larger than the average social media user, so the virility was massive, taking participation to a whole new level. Total views on Old Spice’s YouTube Channel – over 135 million.

IT WORKED
All of those views are translating into sales. According to AdWeek, Old Spice Body Wash sales numbers went up 107% in the month after the video blitz. On a more personal note, I have firsthand experience with how the work affected two people in Old Spice’s target audience. The last time my boyfriend and I were in the store, he said, “Hey I’m out of soap. Where’s that new Old Spice stuff?” They also had a huge impact on his 14 year-old brother. He’s just beginning to try out personal grooming products, and after watching the videos with us . . . I’m pretty sure that the next time he heads to the store with his mom he’ll be requesting Old Spice products by name.

Category: Brand Building, Digital & Interactive, sisomo

King St. Q&A with Kathleen Bennett

Friday, August 27th, 2010

Kathleen Bennett in one of her favorite places - Venice, Italy

Kathleen Bennett is executive assistant to Mary Baglivo, CEO of SaatchiNY  & James Orsini , Director of Finance & Operations.

1. What do you do at Saatchi & Saatchi?

I help out Mary Baglivo and James Orsini (and usually any one else who needs it).

2. What was your first job?

Babysitting. There were a few families on my block that were desperate enough to get out of the house that they entrusted their kids to me….

3. If you weren’t at Saatchi & Saatchi, what profession would you most like to try?

I think I’d like to try my hand at teaching (if the kids would promise not to tie me to a chair and lock me in a closet) or maybe work as a Veterinarian (if the animals would promise not to do the same.)

4. What motivates you most?

To be known as the person who can do something and get it done right.  That, and to be the “cool” person my little nieces think I am (even though they’re cooler than me by a long shot).

5. What blogs, magazines, books, papers or websites can you not live without?

Facebook, Craigslist, PostSecret, Etsy, People Magazine

6. What are your Lovemarks?

Bare Escentuals make up, Sephora, Coach, my Barnes & Noble Nook, The Special Operations Warrior Foundation (SOWF)

7. What’s your best “nothing is impossible” story?

I’m back in school at night after being out of it for a REALLY long time. Sometimes it’s hard being the only other person in class who doesn’t need to use a fake ID!

8. What is your favorite place in the world? Why?

I’ve got three – Las Vegas, Italy and Paris.

Paris – because it is where my husband proposed to me.

Vegas – because it is so much fun.

Italy – because it was the first country I visited outside the United States and I have so many beautiful and vivid memories.

9. Who do you most aspire to be like?

I know it sounds cliché, but I’d like to be like my grandmother.  From what I hear she was a powerhouse when she was younger and is even more of a powerhouse at 95.  She has seen and done a lot and has the greatest sense of humor.  Not to mention she is the most organized person I know!

10. If stranded on a deserted island and you could bring only one thing, what would it be?

I should say sunscreen, but if I’m being honest I’d say alcohol!

11. Tell us something surprising about yourself.

I competed in a beauty pageant and won second place (so don’t ask me to sing, juggle or play the water glasses).  I also tried breaking into the plus size modeling biz very briefly back in the day.

12. What’s your DOT?

To walk my dog more often. We both need the exercise and my back yard really needs a break from being his bathroom!  So I guess it’s two fold: walking the dog and stop killing my lawn!

13. What’s your favorite creative pursuit?

I really have little-to-no creativity, although I do like to write.

14. What led you on the path you’re on today?

Frustration with my old job.  I quit my other job in the beauty biz without having anything lined up. A few weeks later, a spot for an assistant opened up at another ad agency and I took it!  The rest, as they say, is history.

15. Do you have a motto?

Yes – What goes around, comes around!

16. What do you do for fun?

Cook, go to the movies with my husband, hang out with friends, play with my dog, travel

17. What’s your favorite client story?

I think clients are like children – they are all my favorite, no matter what they do.

18. What’s your favorite thing to do in NY?

Shop.  Walk around the city at night in the summer time.  Grab dinner outside and people watch, which is one of my most favorite New York past times.

19. Who is your favorite artist/musician/designer?

I guess since shoes are my favorite accessory, I’d have to say Christian Louboutin or Jimmy Choo (even though I own neither).  Since I also love makeup and beauty, my favorite make up artist was Kevyn Aucoin.  My taste in music/art is so varied; I don’t have really any one favorite.

20. When’s the last time you gave a standing ovation?

June 18, 2010 – A New Kids on the Block concert (strange, but true)

Category: King St. Q&A, Lovemarks, New York, Our People

House of Oldies – The Home of Vinyl

Thursday, August 26th, 2010

The Entrance to House of Oldies Rare Records

The corner of Hudson & Houston has been home to SaatchiNY since the agency first arrived in America almost 25 years ago. Over the years the location has become a part of the SaatchiNY identity. Two of the SaatchiNY creatives, Jessica Raddatz & Jaclyn Marinese, put together a book about the local neighborhood to celebrate that connection. This is the second Hudson/Houston feature from the book. House of Oldies Rare Records is located @ 35 Carmine Street.

There’s a sign in the window of the House of Oldies record store on Carmine Street that reads “NO CD’s, NO TAPES.” That’s right. There are only records lining the walls of this cozy little dusty West Village record store. It’s like that for a reason.

The Owner’s Perspective

“A lot of people in their 30s, 40s, 50s remember coming to a store like this,” says owner Bob Abramson. “That’s why I haven’t changed anything. The only thing I do is paint the ceiling so the plaster doesn’t fall out. But I just try to keep it like this. I want you to feel like it’s 1960 when you walk in here.”

And that’s exactly what it does feel like. The business began on Bleecker Street in 1969 and has remained at the Carmine Street location since 1980. The late John Lennon was once a regular. Why only vinyl during a time when electronic files seem to be taking over in music? Well the answer is simple for Abramson.

“It just sounds better.” The record store is much more than just a business for him, “It’s a love of music,” he says. “You’re not selling a cold inanimate object. Music reminds people of where they were: their first kiss, their first date, their first dance. It’s a different thing. It’s a passion for vinyl.”

That type of dedication keeps customers like Robert Plant and generations of locals returning to get their record fix. It’s a shared passion that somehow manages to exist despite new technology. It remains intact, and on record.

Category: Lovemarks, New York

Adam Werbach Wins Hall of Achievement Award

Wednesday, August 25th, 2010

(Part 1 of Adam Werbach’s “Birth of Blue” Speech)

Chief Sustainability Officer of Saatchi & Saatchi and Chairman of Saatchi S Adam Werbach just received word he has been selected for induction into the Advertising Association Federation’s(AAF) Advertising Hall of Achievement. This is a HUGE honor and true testament to Adam’s track record at making the world a better place.

As you likely know, Adam has covered a lot of ground in his career – at 23 he became the youngest ever president of the Sierra Club. In the above (now famous) speech he gave at the Commonwealth Club in San Francisco some years later, he declared “environmentalism dead” because of his feeling that the movement had not achieved a critical mass of participation or action. He changed direction and controversially founded Act Now Productions to undertake a plethora of ambitious sustainability projects for Fortune-500 retailers and marketers. Act Now merged to form Saatchi S and build a global strategic and operational capability within Saatchi & Saatchi and for a range of clients. Adam’s critically acclaimed recent book (Strategy for Sustainability) was named one of the top business books of 2009 by Fast Company.  In addition to his work with us, he is a frequent commentator on sustainable business for CNN, NPR, BBC, Charlie Rose and yes, even The O’Reilly Factor.

This year’s induction ceremonies are to be held at Cipriani 42nd Street here in New York. The six other inductees below:

  • Andrew Benett, Global CEO, Arnold Worldwide; Global Strategy Officer, Havas Worldwide
  • Bant Breen, President, Worldwide Digital Communications, Initiative
  • Jeff Levick, President, Global Advertising and Strategy, AOL
  • Rob Master, North American Media Director, Unilever
  • Erin Nelson, SVP & Chief Marketing Officer, Dell Inc.
  • Tiffany R. Warren, SVP, Chief Diversity Officer, Omnicom Group

Congratulations to Adam.

You can watch the rest of Adam’s “Birth of Blue” speech on the Saatchi S YouTube Page. For more information on SaatchiNY True Blue Initiatives, check out Adam’s Recent True Blue Update, our Roof Garden, and our Gold LEED Certification.

Category: Awards, New York, Our People, Sustainability

Zero Waste Creativity

Tuesday, August 24th, 2010

Designer Timo Rissanen with zero-waste denim pieces he designed (photo from NYTimes.com)

How often do you say to yourself about a brief, a trip or a meeting – “what a total waste of time”?

Maddeningly often I suspect. And even when a project comes to fruition, I’ll wager it was the result of many meetings, many ideas presented, many ideas ritually sacrificed at research groups and multiple rounds of changes. It’s the world we live in. But why?

A Fashion Forward Idea

Last year I was lucky enough to meet Mark Dwight, founder of Rickshaw Bags in San Francisco. He previously ran Timbuk2, but came to the conclusion that there was a better way to make bags. At Rickshaw, he makes what are called “zero waste” bike messenger bags. He gave me one. It’s great. It’s super strong, lightweight, looks kind of cool. It works. It’s a good size better than the Rag & Bone messenger bag I bought at a sample sale that it replaced.

At the weekend I saw a story in The New York Times about Zero Waste jeans. When you read up on it, there is definitely a movement in the fashion world that’s trying eliminate waste with a unique aesthetic that’s come out of it. For more examples, see this piece by Mark Liu.

We Waste Because we Can

This got me thinking about a new idea - Zero Waste Creativity.

What is it? I’m not sure, it‘s definitely pie in the sky at the moment; but it’s something I’ve been thinking about quite a bit. Today, we’re all programmed to ‘over deliver’. This is seen as a ‘good’ thing. We present five ideas when we know that only one will run. We agree to multiple rounds of changes because we want to collaborate. We agree to let some ideas die in testing so that others may survive the process.

We do these things because we can . . . and because no one has told us to do it differently. It’s a lot like how a huge number of New Yorkers’ utility bill is included in their monthly rent. When summer rolls around, they leave the air conditioning on all day, even when they’re at the office or away on vacation. If someone questioned them on it, they would almost certainly admit it’s a waste . . .  but they do it anyway – because they can. (We’ll get back to this in a bit)

A New Model

What if we came to an agreement with clients that allowed us to  try a zero waste creative policy? The process could be something like this:

The Brief. Many times we take it upon ourselves to work on a brief before it’s even been agreed. We want to appear eager. Frequently the brief will change over time, rendering earlier work redundant. What if we agreed to spend a full day really thrashing out a brief that everyone is in total agreement on? A day seems like a lot of time, but it’s not when you compare it to the weeks of revisions, second-guessing, changes of mind and grumpiness that comes from the lost ideas our current model racks up.   

The Idea. Once a brief is signed-off on, agency and client mutually agree to see only the best ideas. Ideas that will actually be made, not the ones we all know will be tossed aside as ‘nice to haves’. For the sake of clarity, we’ll say we agree on running one idea - but it works for any number. The Agency spends their time developing one truly brilliant idea, rather than five mediocre ones. They know they have to make it brilliant because there is no fall back. In return, they have the time to examine every angle possible and answer the brief properly rather than spewing several ideas out to see what sticks.

Review Process. With the multiple-rounds of revisions typical now, people second guess themselves, start feeling pressure to make changes to an idea because they have the chance (like the air conditioning), and end up straying from the original concept. Nine times out of ten we all go round in a circle, ending right back where we started or (worse), with an inferior product.  

With a Zero Waste Creativity model, the client buys the single idea presented. Not because they have to, but because it’s great, because it’s been well thought out and because it comes from the mutually defined brief. Both parties would agree to one (and only one) round of changes, which would focus all parties’ thoughts on exactly what needs to be changed. The right changes are made and agreement is reached. No endless rounds of debate. No second guessing. Zero waste.

The Result

The result would be a piece of work that everyone is not only invested in, but that they all feel really good about. Good the same way that people feel when they recycle, drive a Prius or buy a zero waste messenger bag.

Longer term, both agency and client will get more work done, make more money (through being more efficient), are more happy (though not wasting time) and – I’m certain – produce much better work.

Clearly this is all based on trust and a strong client/agency relationship (that works both ways) and just a theory – but why not start an experiment on a piece of business?

Zero Waste Creativity. What have you got to lose?

Front Page Image from Thomas Hawk

Category: Creative, Our People, Thought Leadership

Take a Vacation

Sunday, August 22nd, 2010

Wailea Resort on Maui

Eric Damassa is Manager of Business Development at SaatchiNY. He recently took his first vacation since starting with the company. Below are some of his thoughts on the importance of taking time off (every once in awhile).

It seems somewhat ironic, and maybe somewhat appropriate, for a new business guy to be writing about the importance of vacation. My gig is interesting, exciting, and different—but I don’t get out much.

However, I recently spent two weeks in Hawaii with my family—the first week on a cruise around the islands, and the second week lounging at a resort in Wailea (on Maui).

When I got back, I received more “you look like a new person” comments than any other time in my life. I suppose I did look like crap before I left.

American business culture is an interesting phenomenon. We’re programmed from childhood to be industrious, hard working, and completely dedicated to our careers. There is a deeply-ingrained, and oftentimes neurotic, competitive spirit within all of us that fuels this obsession. And as technology and connectivity continue to evolve and advance, it seems to only get worse.

Wired.com published an article about the search for a “stress vaccine”—sadly indicative of American lifestyle. We always look to medicate the problem rather than identify and fix the source of the issue.

While I don’t believe there is a “silver bullet” solution to the work/life balance dilemma (it’s different for everybody), it’s interesting to observe the various (sometimes ridiculous) things people do to either de-stress or strike a balance.

 For example, France adopted a 35-hour work week in 2000. Probably one of the stupidest ideas of all time—but hey—good for them for trying (the measure was abandoned in 2008). Personally, I think we should all give obscure extreme sports a shot. I’m thinking about getting involved in a professional rock, paper, scissors league. Seems like a good way to blow off some steam.

Whatever the solution might be, it’s important to recognize that in advertising (as in any service-based industry), we’re selling two things: ideas, and the people behind those ideas. Doing whatever it takes to stay fresh, optimistic, and curious is critical…nobody wants to work with the Crypt Keeper.

Category: New York, Our People

King St. Q&A w/ Pat Giles & Manny Galán

Friday, August 20th, 2010
Manny (left) & Pat (right) on the McGruff set

Pat Giles & Manny Galán are SVP Creative Directors and animators at SaatchiNY. For more info on Pat, feel free to visit his LinkedIn or watch his recent interview on FoxNews.com. Manny has a LinkedIn, as well as a website dedicated to one of his side projects, Dookie-Poo, where you can play arcade games, watch videos or buy trading cards and action figures.

1. What do you do at Saatchi & Saatchi

We’re the animation specialists at SaatchNY (as well as the resident 8-year-olds).

2. What was your first job?

PAT: I worked in Children’s Clothing . . . designing them, silly!

MANNY: Marvel Comics writing and illustrating some of the greatest comic book characters of all time.

3. If you weren’t at Saatchi & Saatchi, what profession would you most like to try?

PAT: Playing drums

MANNY: Toy design or video game development. Have done quite a bit of this in the past and it’s just incredibly rewarding to watch people enjoy your creations.

4. What motivates you most?

PAT: Playing drums

MANNY: The desire to feel creatively satisfied. Telling a great story, entertaining someone or creating something that someone loves or enjoys is my greatest creative drive.

5. What blogs, magazines, books, papers or websites can you not live without?

PAT: Playing dru—oh wait. Um, the Huffington Post. YouTube.

MANNY: Too numerous, but I check Geekologie.com & G4tv every day. Also Entertainment Weekly, Wizard, Vanity Fair, Make magazine, Modern Masters, Cartoonbrew.com and Drawn.ca are great web site for artists too.

6. What are your Lovemarks?

PAT: OK now I can say it . . . drums, Ryan Fitch (because he can REALLY play the drums), The Avengers, Mac (so boring), Pixar, Boomerang.

MANNY: Playstation, Marvel Comics, Mystery Science Theater and my iPod (NERD ALERT!)

7. What’s your best “nothing is impossible” story?

PAT: I was a relatively high paid young executive at a children’s clothing company when I threw it all away with no backup plan and ended up working for Disney (for a lot less money, initially). I was very relieved that the gamble paid off. I always think of Joseph Campbell’s “follow your bliss” theory that espouses sticking to what you love. I think that’s embedded in “Nothing is Impossible” and LOVEMARKS.

MANNY: I never thought drawing cartoons and superheroes could lead to a successful and satisfying career. When I was growing up that sounded impossible.

8. What is your favorite place in the world? Why?

MANNY: Disney World with my children. I mean it’s the happiest place on earth, but to live it through my children’s eyes thrills me to no end.

PAT: I used to think Disney World, but it turns out it’s a cabin in Montauk by the beach, and of course with my children.

9. Who do you most aspire to be like?

PAT: Spider-man. He may have problems, but he can cling to walls.

MANNY: Batman. He just knows how to get out of every situation.

10. If stranded on a deserted island and you could bring only one thing, what would it be?

MANNY: Why anyone would say anything other than a raft is beyond me. Batman would bring a raft.

PAT: Poop, I was going to say booze but I guess Manny is right. I’d have to say a raft. Or Batman. He’ll bring me the raft.

11. Tell us something surprising about yourself.

MANNY: My first job was as a busboy at a mafia-owned restaurant. I own a perfect replica of both Darth Vader and Storm trooper costumes, both hot and cumbersome to wear. I’ve created my own toy lines and I met Stan “the man” Lee many times.

PAT: I also had a job as a busboy in a mafia-owned restaurant (hmmm), and I was in a band in High School called Majesty.

12. What’s your DOT?

MANNY: I recycle and do all the typically expected socially conscious stuff but I really hate brightly lit rooms and prefer to work and live in as darkly lit a situation as possible. So no over head lights are ever on in our office.

PAT:  I also share in Manny’s desire to be in dimly lit rooms. Wait that sounds wrong…

13. What’s your favorite creative pursuit?

MANNY: Creating cartoons, toys or comics and getting them into the hands of those who appreciate it.

PAT: Ditto. And playing drums.

14. What led you on the path you’re on today?

PAT: Chitty Chitty Bang Bang when I was three years old. That was when my brain officially STARTED drawing.

MANNY: Every other possible job I ever considered was just so boring I couldn’t imagine doing it for the rest of my life. I refuse to grow up and creating anything that someone can enjoy or appreciate or laugh at is just a tremendously fun way to make a living.

15. Do you have a motto?

PAT: “Why would you do that?”

MANNY:  “Tomorrow’s got to be better . . . right?”

16. What do you do for fun?

PAT: Super Mario Galaxy

MANNY: Either play with my kids or smack people down and take their swords . . . on-line of course.

17. What’s your favorite client story?

PAT: Arguing that evolution actually happened.

MANNY: I don’t think I can get too detailed with it here but let’s just say it involves the phrase “Chocolatey Ring.”

18. What’s your favorite thing to do in NY?

MANNY: Leave it as fast as possible around 6 pm.

PAT: Ditto.

19. Who is your favorite artist/musician/designer?

PAT: Mary Blair, Ed Benedict, Bruce Timm, Alex Toth, Michael Avon Oeming
Jack Kirby, Brian Michael Bendis, and David Bowie.

MANNY: Adam Hughes, Bruce Timm, Alex Toth, John Romita Sr, Morrissey, Paul Rand, Mary Blair and Ed Benedict

PAT: I swear we did our lists separately.

20. When’s the last time you gave a standing ovation?

PAT: At Mickey’s Diner in St. Paul. The WAFFLES!!

MANNY: I think it was at a concert when security threw out some block head who was harshing everyone’s mellow.

Images created by Pat Giles & Manny Galán

EDITORS NOTE:

Interested in doing the King St. Q&A? We want to meet all of you! All you have to do is copy and paste the Q&A, overwrite with your own responses, then send it to the editors via the Contribute button on the bottom right.

Category: Creative, King St. Q&A, Lovemarks, New York, Our People