Coup: Conceiving and executing the recent Fashion Martini tour for Finlandia vodka. Real people wearing fantastic evening attire went to bars nationwide with samples; consumption went up and the promotion was expanded.
Insight: One-on-one marketing and entertainment-driven promotions are in high demand, but most advertising or promotion shops have no idea how to execute them.
Tip: Use actual people in promotions. Consumers are too oversaturated with marketing messages to notice much else. Promotions seen only at the point of sale have almost no impact.
Opinion: The Internet is a great publicity tool but it's no substitute for person-to-person marketing.
Peeve: Wearing business suits; corporate bureaucracy; anyone putting limits on marketing creativity.