If they don't do a munchie-related spot, they have no balls. –Little Rock, AR

Well said. However it could have been said more simply and in two paragraphs. That said, many consumers "aspire" to something that is represented by brands, they are not urbane or worldly, nor do they have enough vision to make sense of the living brand. However, many do. I reckon I am to a degree. I really don't want to work that hard sometimes. By not choosing to impose an aesthetic on consumers %u2013 you are imposing that they create it themselves. So, you are still imposing something. Just differently. In the US we have a saying "stand for something, or fall for anything" .....Even living brands must stand for something. Best wishes - John Mamus/CCO/CEO MAMUS –Toronto, ON

Who is buying media for The Gap? These articles too often leave out this element of the account's agency relationships. Advertising is only truly effective as a fully integrated effort, so please, editors, try to provide the complete picture more often in the future. –New York, NY

Weaknesses in relationships are the primary cause. Most often the weaknesses are a result of 'comfort-zones' in account services. –Dubai

Seems like a combination of creative, account services and revenue from advertising initiatives. But basically if a product ain't selling, the agency will eventually lose the account. Unless, of course, there is a PR disaster responsible. –New York, NY

Do accounts shift most often due to weaknesses in relationships and account service? http://urtak.com/u/creativeminds –NEW YORK, NY

Great article! The good news is that consumers make purchase decisions from within a web of social conversation, which can effectively take place online. As consumers share their experiences with a particular brand with their social networks, brand advocacy increases. The effect of brand advocacy is geometrical, not arithmetical, with word of mouth carrying the most weight in a consumer's purchasing decision. Interesting clip detailing how social media can do this for brands: http://bit.ly/szW0U –Athens, GA

Great article, Craig. As frustrating as it is to have to continually explain and re-explain the realities of the on-going nature of the various social media networks - it also presents a rather strong degree of job security for those of us working the field. –coppell, TX

great insight and info. I had not heard os socialmetion.com specifically. Keep up the good work. Jim Lefevere www.theinteractivemarketer.com –Indpls, IN

Agree with a lot of what's being said here. We are currently facing a lot of resistance from the graduate recruitment community in the UK exactly for this reason! I like the idea of a 'live focus group' for your brands. We have a lot more interest in 'inbound marketing' and would be interested to hear what people think about that as a solution? www.thegradroom.com/recruiter –London, LO

Dead-on insights. Thank you for sharing them. The bad news is that the social-media campaign never ends. That's the good news, too. –Wichita, KS

Good piece Craig. It's amazing to see reluctant marketers discover the conversations that are taking place online about the brand(s) they manage. Just recently I was having a beer with a marketing friend and she was amazed to learn people were talking about the brand she was managing. So amazed she immediately signed up on Twitter and began sending thank you tweets to people saying nice things about Paciugo gelato. –AUSTIN, TX

And, of course, some products are just inherently more interesting to talk about than others. He should be more concerned if his direct competitors are generating much more chatter than his brand. If the whole category is quiet then he has an opportunity but not a concern. –craigcooper.com, NY

They just asked a very similar question over at Conversational Capital. You can read the post, "Burgers and Booty," here: http://conversationalcapital.com/category/authors_posts/ –Montreal, QC

I hope that the 'guarantee' that they're looking for is reciprocated with premium pricing. The networks cant be expected to do the agency's job. We've used various pieces of data forever, while deciding which programs to purchase-- but that was our (agency's) responsibility. Putting that on the nets seems unreasonable to me. –OKLAHOMA CITY, OK

Its more than research Mr. Holt. People are more than data sets on a spreadsheet. It is understanding a group's perspective, their experiences and interests and the options that are available to them to help them manage their lives and families that define people. It is understanding these nuances and interpreting them with cultural competence that yields positive business results. Many a marketing blunder has been made using misguided generalizations. Ms. White is on the right track, and her results are the proof. D. Gray-Young Burrell Communications Chicago, IL –Olympia Fields, IL

Interesting article. I'm working on some demographic marketing right now for some companies. I ran a demographic search on Coca Cola and found some interesting things: According to Coca Cola's website demographics More of a female audience than male Higher African American audience, most young adults, without college degrees. It's actually not that hard to market to certain groups of people. It's all about research. Dave Holt http://HoltInteractive.com –Phoenix, AZ

@dholt777 I don't see the 'spam' you speak of on Twitter. The @redbull account is doing fine! And the comment you're referring to in 'the post above' is from @kdoohan and has nothing to do with Twitter. Also, he addressed the issue so it's done. –Salem, OR

I thought it was a pretty epic gesture. I lived through the cola wars. I'm still scarred. –San Francisco, CA

Wonder why they weren't following each other before this instigator stepped in? Wouldn't they want to see what their competitor was up to, who they were talking to and what they were saying? Curious. –San Francisco, CA

Haha atleast its something to make people smile, following with how social media typically works when follower lose interest there will be a few likely actions but who will be first? * 1st to RT something the other cola tweeted * 1st to unfollow or block the other cola account? * 1st to encourage their followers to sneak in a promotional tweet with the other cola promoting their drink? http://thelostagency.wordpress.com –Brisbane

Red Bull doesn't spam anywhere. I *personally* made two similar posts on diff blogs. Wanted to be part of the dialog on both. Wow, didn't realize that would earn me some flames. $100 out of my pocket to whoever finds a real Red Bull account posting the same thing 5-10 times in a row on twitter or facebook or myspace or any acknowledged social platform. It just doesn't happen. –SANTA MONICA, CA

So What? Coke and Pepsi follow each other on Twitter. I'm mean, who really cares? This article is lame and Amnesia Razorfish needs to work on their website. I would be ashamed to blog about something like this. Great, now Red Bull is spamming Twitter with BS. Check it out from the post above. Same messages, posting 5-10 times in a row = spam. Does anyone have a clue as to why social media is called social media, not brand spam? Dave Holt http://HoltInteractive.com –Phoenix, AZ

@kdoohan I commented on this particular issue on my own site ( http://www.kristybolsinger.com/theres-social-in-my-soda/ ) but wasn't sure you'd see it. I noticed your comments both here and there are blindingly similar. Not attacking - but honestly interested...is this a blog marketing strategy you utilize regularly or promote? –Salem, OR

~sigh~ I'm so sick of brands jumping on every social network in an attempt to be 'relevant', 'viral', or whatever the word du jour happens to be at the time. Anyone on Twitter who's a 'brand advocate', 'SEO guru', or anything else marketing-driven gets unfollowed or blocked immediately. –-, --

check out http://twitter.com/redbull close to 10,000 tweeps have chosen to follow us and we are actively involved in the conversation! coke and pepsi making peace is interesting I guess...but in my clearly biased opinion, what's going on in the world of Red Bull is possibly the most interesting stuff happening for any brand on twitter. (as an aside..Red Bull is just getting started with CoTweet. I guess the three of us have at least one thing in common.) –SANTA MONICA, CA

I rather enjoyed the whole situation myself! In fact I was able to interact a bit with @CocaCola after this all went down and thought that was great how they handled the situation! I wrote up a post about my experience here: http://www.kristybolsinger.com/theres-social-in-my-soda/ I think there could be a great deal of potential for brands to utilize social media to engage with one another! This is a great catalystic example! –Salem, OR

This is hilarious! Proof of the Twitter's effectiveness as a marketing tool-- Coke's and Pepsi's Twitter accounts give each brand personality, making them more appealing and human to consumers. Consumers form a friendship-like relationship with their favorite brands, become advocates, and continue to buy while simultaneously providing "free" advertising via word-of-mouth and social media. Interesting clip detailing how Twitter can do this for brands: http://bit.ly/szW0U –Athens, GA

This deal is sounds like it reinventing the wheel, but, as noted in another comment, major market newspapers have been outscourcing and bundling national advertising sales for many decades, starting with now demised rep firms like Sawyer, Ferguson an Walker, which in the 1950's even represented the New York Times (until they got smart and opened their own national branch offices). If the folks in Dallas should remember that for the Tribune sales force, the Tribune newspapers will always come first. They need to make certain - contractually - that the Tribune sales force will be highly incentivized to position the Morning News in a national buy. That said, the economics of the situation are understandable. However, the downfall will be the poor professional quality of newspaper national advertising sales reps (with the exception of the New York Times) and with the decline of the industry it will be impossible to attract good talent. –LOS ANGELES, CA

Interesting how what would have been a major story even five years ago now doesn't even elicit a comment. I'll remedy that. There has been lots of talk in recent months about giving the newspaper industry some path towards non-profit, even state funded, status. Preservation of the 'fourth estate' is certainly a worthy notion. But when I read news items like this one about Belo and Tribune inking this agreement I think that there is a better conversation to be having: put together a state funded think tank that brings the brightest minds from all business realms to the table to sort out a viable newspaper business model. Knight Foundation does a great job of fomenting innovation but they haven't filled the gap in the realm of strategic innovation. Another ad network is not an answer. What is Publicitas? What is the NNN? What are the countless other national rep firms and how often to they all overlap? What most advertisers would probably really like is a one size fits all approach to cpms, sizes, ordering and tracking. So take note Belo/Tribune...Ad Age was nice enough to cover this announcement but the lack of comments below the article lead me to believe that this strategic move has been me with a collective yawn by the clients that you'll soon be visiting. –Sarasota, FL

"Take a look FDA, and report back to us." This is not new information. Acetaminophen toxicity has been well-known for decades in medical and scientific circles. It has not been known to the general public because Tylenol advertising always focused on the claim that it was a safe and reliable drug. It's hard to reach a conclusion other than that such publicity was a deliberate lie on the part of companies selling it. They have had the toxicity data in their hands for many, many years. Let the buyer beware... –SAN MATEO, CA

While I don't doubt the FDA's claim that acetaminophen (APAP)is the leading cause of liver failure in the U.S., I wonder if their data analysis makes a distinction between regular dosing and over-dosing among the subjects studied. Moreover, why just pills and gel caps as delivery systems? The primary active ingredient in NYQuil is acetaminophen and it's a liquid in the cold/flu segment of the pain reliever category. Indeed, I'll bet more people exceed recommended dosage levels of APAP-based liquid cold remedies than straight pain reliever pills. Take a look FDA, and report back to us. bcrandallnyc@aol.com –East Rockaway, NY

When watching the first IE8 ad that I saw I was disappointed, thinking that these spots were a cheap imitation of Priceline.com's ads staring William Shatner. However after viewing different commercials in the series I believe that IE8 and Dean Cain are creating entertaining segments that will increase brand awareness for IE8 if they can keep our attention with new stories and frequency of viewing. ... As you see a new ad you wonder what the new A.C.R.O.N.Y.M. will be--even if you think it's dopey, which of course it is. –beverly hills, CA

Wrapped in a contrived the-internet-is-all-about-cute-kittens joke that has jumped the shark years ago, comes a pathetic value proposition (sharing? come on.) that dozens of FireFox add-ons handle much more seamlessly anyway. Get me some IE8. –McCrory, AR

IE8 suffers from A.A.B.A.T.P. Ad As Bad As The Product –Armonk, NY

Huh? Our last explorers were so bad that people created names for all the problems? Our browser is perfect for browsing for kitten porn quickly without your wife finding out? Nice execution but weak concept. Oh and hey: remember 2 girls 1 cup? –Fenton, MI

Megan: You are singing my song! I quoted you in my blog today: http://millennialmarketing.com, I think marketers are missing a 'blue ocean' opportunity with Millennials. Carol Phillips Brand Amplitude, LLC –OAK PARK, IL

Megan, Thanks for the perspective. I've been thinking about 'you guys' in the workplace: http://www.nycainsight.com Michael –ENCINITAS, CA

I agree with what a lot of Megan is saying. As a millenial, I think it's important for advertisers to not necessarily change everything they are doing, but try to get a better understanding of how this unique generation consumes media. In a sense, this generation doesn't want advertisers to simply talk to them. They want a conversation. Interactive media platforms that give them an opportunity to use their voice or make them feel good about the products they consume are what this generation seeks. Look at the crazy Toms phenomenon. For every pair of shoes purchased, they give a pair away to a child in need. Those shoes are all over college campuses. And for the record, there are many in this generation who work extremely hard to attain their goals and don't expect mommy and daddy to save them all the time, myself included. –Austin, TX

Move over Boomers, now there's something even grumpier. Hi, Generation X here! Remember me? Sigh... It was only a scant 15+ years ago that you marketers were deeply scratching your heads as to how to "speak" to us and win us over to all of America's great traditional brands. But we got informed on the toxic production of material excess and left it all behind –hopefully to clear a space for Gen Y to choose freely from a conscious, environmentally aware, long term view of products that actually matter. Have we reached the bottom line yet? Repeat: The masses have left the building. Can we now please get on with uber micro niche celebrations of culture and creativity. Groups of people that have decided upon their own world view and are equipped to manufacture, and actually do produce, anything from clothing, to food, to entertainment. Brands must find ambassadors to these culture kingdoms and pair up, um... like now. I can't stand reading anther white paper about how "most people trust information brought to them from a friend over a recommendation from a brand." Really?! Meaning no more Bud TV billion dollar toilet flushes. Dang :) The kids are making their own channels by the millisecond. Celebrate them through their established communication pathways. –Los Angeles, CA

Wow. Gen Y is growing up and moving out. So according to this article, suddenly companies are supposed to abandon proven marketing strategy and dump millions in to new tactics to win over this fickle generation. Based upon my research into Gen Y, the best way to win them over is to market to whoever is micromanaging them at that moment – including their helicopter parents. As I have seen repeatedly, this generation can't make a decision on their own and wants to be told what to do and how to do followed by praise for work they did not do, but want the credit for. Sounds like Gen Y needs to take a page from the Rolling Stones – You might not get what you want, you get what you need. –Lakeland, FL

Hey mheard What about the girls, from the women? Cool job Meaghan, insightful and REAL time info...think more brands should use same approach for "boomers"....i.e. going "beyond" the expected.Look forward to seeing your future light up! –New york, NY

This just in: people living on their own for the first time are finding that socks don't wash themselves. I'd yell, "Stop the presses" if there were any presses left to stop. Seriously, much is changing in the world but growing up and moving out is nothing new. Nor are recessions, war or snarky comments like this one. –craigcooper.com, NY

well represented point of view from the generation that's going to lift us out of this recession and jump start the housing industry. As to Jim the curmudgeon--what, we're the only generation that's allowed to analyze and engage in discourse on the behavior of ourselves and our peers? Lighten up. –Northbrook, IL

I agree Megan, we are seeing brands that traditionally shied away from Millennial marketing turn to that much sought-after group. Just yesterday I was writing about Denny's Allnighter campaign to attract younger crowds to its late-night menu. http://www.coneinc.com/a-late-night-snack-smackdown Do you think it will be successful? –BOSTON, MA

Wow, Jim, the sarcasm is unnecessary. It's just another point of view. You're missing the key points, like what successful companies are doing now to capture this young market. Companies who don't adapt to how millenials consume information and products, miss out on the profit. The digital realm is vast, but to use it tactfully is a skill. This in itself will separate the boys (market players) from the men (market leaders). –Washington, DC

Nice job Megan, you touched on very good insights - especially; 1) Look at the long term value they can bring your business. Reaching out to Millennials while they are forming their opinions that will stick with them for life builds a solid franchise for the future. 2) Be relevant and use relevant media and tools to enable them to engage and share your product in the ways they like to do so - especially digital. 3) Altruism - help them give back by simply engaging with you. We have a white paper, "The 7 Trust Builders for Gen Y," that is based on research and our experience with this important audience. Much of what Megan touched on here is concurred in our findings. Rodney Mason, CMO Moosylvania The Great State Of Design www.moosylvania.com www.twitter.com/rodmoose www.twitter.com/moosylvania –FRISCO, TX

Boomers may not be the most self-absorbed generation, but they're obviously the most condescending and bitter. Relax, Jim. –Boston, MA

I always thought that us Boomers were the most self-absorbed generation. This column has just proven me wrong. Millenials are changing their behavior to cope with the recession? Wow! I guess no other generation is doing that. Millenials are eating more meals at home? I guess the restaurants are jusr full of boomers who are eating out. Meagher is surprised that so few marketers are pursuing Millenials? Look around. Millenials are a prime target for marketers. But at least I got one piece of useful information from this: Brand loyalty increases with age. I never would have thought of that and am grateful that Meagher pointed that out to all of us who never knew that fact. –Upper Holland, PA

The conversation around agency billing practices continues to get louder. It's getting clearer that the time sheet/change order model no longer sits well with the client. As the creative world grapples with how to consistently measure ROI, I'd propose that we may want to consider coming together as a community to agree on a billing model that offers the clients transparency and pay tied to performance, while still honoring our creative assets. Taking the lead could help keep agencies off of the defense. Agreeing on a billing model might save us from undermining our industry and eating our own. SarahResults Smith http://twitter.com/SarahResults –Saint Paul, MN

no kidding –San Francisco, CA

I think State Farms customers should also adopt a value based compensation model... –Saco, ME

Did anyone else notice that Martin's latest video report on BootB.com, where he lauds the company, ends with a disclaimer (a quite brief one), indicating that the Lindstrom company is an advisor to BootB.com? Seems inappropriate to me. –CHICAGO, IL

I really hope the prediction about environment friendly advertising will become a reality, but I'd rather not see too much advertising in games; or at least, not in the ones dedicated to kids - this is an area where advertising should be extremely responsible and give some support to parents striving to offer the best education they can. p.s. there's an error when presenting prediction no 3, Martin talks about 2003 instead of 2008 :) –Timisoara

I enjoyed your recent report about Mama Mia and localized globalism. It perfectly underscored the discussions held by the Summit Group. The group is comprised of six of the world's leading independent advertising agency networks (MAGNET, IN, TAAN, WWP, AMIN and ICOM). The CEOs of the networks recently met in Paris to discuss how they could collaborate to provide better, more on-target marketing support for clients in local markets, and they came away with a number of ideas for doing so. It was good to see a report which further supports that idea. Mary Ann Miller - Pittsburgh, PA –PITTSBURGH, PA

Global Marketing IS Multicultural Marketing. Multi-cultures can exist on a community, city, state, and country level, because everyone "listens" differently; Why don't you guys hire me already! –Baltimore, MD

FYI Bacardi got famous in Puerto Rico. The marketing and sales strategies employed to take the brand to the level it is at today did not occur while the rum was being produced in Cuba. In fact, senior management for the rum distiller was headquartered in PR until recently. –CORAL GABLES, FL

Great Interview Martin! One of the main problems that the Martini Brand suffers from in the U.S. is lack of recognition. Martini (the Brand all over the world except in North America where it is Martini & Rossi)) is seen all over Europe...especially throughout the Formula One racing circuits (Monaco, Italy, France, etc.) as a very visible track sponsor and are also a partial sponsor of the world famous Ferrari F 1 team. Here in the U.S. there is little or nothing....There was literally no presence at the U.S. Grand Prix. I cannot remember the last time I saw any advertising for the Brand here in the states....in any medium. What's fascinating to me is that before Bacardi purchased Martini (Vermouth and Sparkling wines) from the Rossi family they kept the North American name (Martini & Rossi)and didn't switch to the Global Brand name...."Martini". When Gallo purchased the Louis M. Martini Winery several years ago it created quite a stir in the wine world. L.M. Martini was considered an iconic Napa winery that was still resting on it's laurels and rapidly loosing shelf space due to very poor marketing on the part of the Martini family. Gallo evidently never intended to boost the fortunes of this once great wine estate, they all but destroyed the Winery's Brand by changing the name and label to read, in effect, "Napa Valley"....showing their true colors (they really only wanted the Martini Winery's much heralded vineyards located in the heart of prime Napa Valley. I challenge both Gallo and Bacardi to do something out of the ordinary and resurrect these moribund Brands. I will be more than happy to lead the charge! ---Jeffry Martini (real name...and real Brands) –BEVERLY HILLS, CA

Japanese store concept is not new. There are alot of mom and pops all over the globe with limited working capital thus they only stock leading brands of leading categories. –Greenwich, CT

hi, I just watched the report on country branding. Can you make sure you spell the name of the city and country right?? It's Colombia and Cartagena, the right names of the places. If you give them two seconds of attention you should know how to spell their names correctly at least. That should be the first rule of branding a destination!!! Have you ever thought of the power of literature and other sources other than cinema to brand a region/country? When I think of Colombia, I think of Gabriel Garcia Marquez and not the violence of a movie like Mr and Mrs Smith that I really don't care to watch. Thanks for making the trip to Cartagena and highlight this destination. I'm not from Colombia but Cartagena is on my list for my next vacation. Angeles –New York, NY

I always wanted to be in advertising (a creative director) ever since I first saw 30something on TV (and that movie where Tom Hanks was an ad exec in Chicago). Now that I'm 30something, glad the Web came along and distracted me. Sounds like they look for Web candy, figure out how they can hack it into something the client will eat, then place it in a bowl for others to consume. FAIL. Are smaller agencies more nimble, inventive when it comes to tech? –Gainesville, FL

Finally, to everyone here now, before and after ... As Bob Schmetterer (a widely renown name in our agency business) said earlier, "Presenting brilliantly is an art". Mozart wrote like no other. And his work has been immortalized for the ages. But it wouldn't have been the same if he hadn't "performed"! bcrandallnyc@aol.com –East Rockaway, NY

Every human encounter is a performance and if you think you're not in sales, your wrong. This is my mantra and I take a hard line with those who equate lack of preparedness with "authenticity." Particularly true at a time when ideas and content are ubiquitous, high-quality and often free! –BENTONVILLE, AR

To jakesdxb in Dubai ... Thanks for the qualification. I'm sure you were well-intentioned and hope you enjoy what I'm sure is a well-deserved retirement. But if you ever find yourself presenting on your feet again, or posting commentary on articles such as this, choose your words with greater care. One small "slip" could give a totally wrong impression to your audience and be the difference between success and failure. All the best ... bcrandallnyc@aol.com –East Rockaway, NY

Passion is fine. And I agree you need to have it. however, if you are truly passionate about what you have done then you should be able to present it - and sell it. I have seen great ideas get swept away because the person responsible could not sell the idea to the client. If all it took was showing some good ideas to the client then why bother with a presentation at all - email him/her the concepts and let them get back to you in a few days via email. Advertising is about communicating. And if you are in the business you need to know how to do it. As a former CD the best part of any concept was selling something you love. I would say to my team: "Creative is 10% developing a great concept, 90% selling it to the client." –Franklin Square, NY

Hi William/East Rockaway, While Dubai agencies certainly require better suits, I gave up and retired a couple of months back. I wasn't blaming suits or downgrading their importance in agencies. I was merely stating that I helped motivate the more promising folk in client services to present more effectively. I believe I should know, having run my own agencies two times and, having worn every hat possible to win and keep business. –Dubai

To jakesdxb/Dubai ... If part of your job as CD in Dubai is motivating your "suits", get new suits! Better yet, come to the U.S. and work with some of our "suits" - especially the top CMOs arranging and orchestrating the pitches we get our agency "teams" into. You will find that our hair is usually on fire 24/7, because WE ultimately are the one's responsible for the agency's P&L, growth, and people keeping their jobs ... not you! bcrandallnyc@aol.com –East Rockaway, NY

Even the best ideas rarely sell themselves. Being a strong presenter should be requisite - along with the ability to create, identify,inspire and improve excellent work - in order to achieve the rank of CD. Unfortunately, it's too often the case that neither of these criteria are met. hence the enormous volume of crap that's out there all day everyday. –Greenville, SC

Sorry to pop your bubble, but your premise assuming that everyone perceives great work as great work is just not real world. Eloquence for you may be...well, at least less than eloquent for another. That goes for client-siders as well as agency types. As one guy up above said: ...(some) clients just don't 'get it.' Same goes for your audience(s). That's why presenting is,always has been, and always will be so important. If you don't believe me, look what Barack Obama is so eloquently shoving down the throats of Americans. Don't tell me that a smooth presentation can't sell. Good and bad. –Dallas, TX

I am a rotten presenter, too, most of the time. The job of a creative director is to get the best results out of the teams and to motivate the suits. The most difficult part of the job is being able to have a solution ready in case a team does not deliver or are having difficulty delivering. It's a thankless job, unless you are a pure performer. –Dubai

I never like a defensive premise because it's just that. If creatives (and I assume by that you mean, great creatives), are not politicians, nor actors, nor vaudevillian performers...are they supposed to be great bloggers, tweeters and article writers? Someone once said that, "Great work should be the only eloquence necessary. Everything else is flim-flam." –NEW YORK, NY

Wow. The length of this thred and the "passion" on both sides of this question say that this subject is important. While I agree that presenting is not vaudeville, I don't see how it can't be seen as an important element in selling great ideas. From my experience, too many clients don't "get it" until we show them why the work is a great idea. The most important quality in a presenter is giving the audience "permission to believe" not showmanship. That permission can be built in many ways, including passion, authenticity, etc., but if your audience doesn't give it to you then you lose. I definitely agree with Bob Schmetterer that "presenting brilliantly is an art ... and a weapon in the battle against mediocrity." It's too big a weapon for the CD, or anyone, to take lightly. Don Morgan Seattle @admandonmorgan . –BOTHELL, WA

I almost always find Mark Wnek's articles interesting reading and I generally agree with the things he says. But not here! For example, Mark's closing line is ... "After all, creatives are not politicians. Nor are they actors. New business pitches are not meant to be vaudeville. Great work should be the only eloquence necessary. Everything else is flim-flam". The one thing most successful politicians, actors, and agency pitch teams share in common is engaging and winning over their audiences. And client-type new business prospects want to be "Wowed" and won over. If they didn't, agencies could just mail their work in. Certainly, sizzle is no substitute for substance. But when I order an expensive steak in a top restaurant, I want a total dining experience. To enjoy the "sizzle" of its presentation, give it a cut and notice the marbling, and then savor my first bite (the "substance"). I would think that the passion for one's creative work that Mark mentions would be a given among those who created it - among all agencies competing. Solid ideas presented with conviction. But in the end, the winner will be the one with the best chemistry between the agency and the prospect. Call it "vaudeville" or "flim-flam" if you will. It's the truth of the matter. bcrandallnyc@aol.com –East Rockaway, NY

Someone in the room should be a great presenter. Agreed that not all CD's have it -- but those that do, wow. The charisma factor should not be under-rated. The "unintended consequence" aspect of this view is also of concern: how do young creatives learn to present, value the skill and artistry of taking a room along with them, if it's not valued by their CD? –Santa Monica, CA

I am amazed to see so many state that great work will speak for itself, or that presentation isn't that important. My guess would be that these same individuals would never consider stating that the if the idea is truly terrific then we shouldn't need to use high quality artwork, some low budget stock photography will do just as well, or perhaps that the very carefully matched color ad should just be printed without regard to matching and proofing. Or how about, "Hey this idea is so great, any agency should be able to handle this." –Point Pleasant, NJ

As someone who spent 26 years as a copywriter, creative director and then chief creative officer only to then spend the last four as a new business pitch presentation trainer and coach (visit my PitchSmarter blog/newsletter, http://neocortexconsult.com/blog/) I find this thread fascinating in several ways. First, the high volume of reader comments says this subject hits a nerve—probably because it is, indeed, difficult to master both skill sets, and also because the best talents very often feel that what they do is never quite good enough, creatively or presentation-ally. Second, because I strongly agree with Mark's point about authenticity. Today's savvy audiences see through slickness when there's no substance, and some can see the gold through a heartfelt and logical but stumbling pitch. Third—maybe most important—in any competition for business, the best presentation ('best' meaning likable, genuine, authoritative, passionate, and engaged) powerfully helps make the sale. Where would our industry be if the best cars sold themselves—and if BMW advertising wasn't among the best in the business? Shoemaker's children need shoes, too, and training/coaching specific to creative advertising presentation skills is an investment many agencies find pays off, big time, when it's showtime. –NEW YORK, NY

Mark -- I read your post and then clicked to follow you on Twitter only to find that you have blocked me. I don't know you so do you block all competition, other CDs? Interested to know. Anyway, interesting post. –Portland, OR

Mark: With all due respect, I think it's ridiculous to cast aside the importance of presentation skills in the advertising business. We've all seen great work that went nowhere because it was poorly presented. And we've all seen mediocre work sold by a master salesman. It's a shame that there are great creative directors who are poor presenters; think of all the great work that went down the drain. I think an agency would have to swallow hard to pay top dollar for a creative director who can't present. Brian Goodall General Manager Jones Lundin Beals, NY –New York, NY

Mark -- First off, buy a vowel. (I always wanted to say that. Just kidding.) Second, your article proves you are a good presenter. This is a thought-provoking subject, complete with conflict, drama and pathos. Whether written or spoken that's how to grab attention and open the door to your argument. I'm sold and, frankly, can't wait to see you present. –BABYLON, NY

Contrary to what the first two commenters say, passion IS important. Passion is not neutral; one is not just randomly passionate about things. One is passionate because one believes in something and if that something is advertising creative, then it is because one believes that said creative is the best creative for delivering the client's message. And advertising creative's sole purpose -- lest we forget -- is to cut through the clutter and deliver the client's message to consumers. Passion is a GOOD thing. Me, I find that being passionate about an idea only fuels my ability to present it to the client. And let's be honest, most clients aren't in their marketing jobs because of their skill at judging as-yet unrealized concepts. Especially in new business, clients often buy into the passion and not the idea -- good or bad -- itself. –craigcooper.com, NY

What MW has written is a statement of the blindingly obvious (no rudery intended) and the fact that he has been moved to write it is an astonishing admission of the shocking state in which the business of 'advertising' finds itself. Even more worrying is the amount of ad talent that has written in to disagree with his declared position. Great ideas sell themselves to people who understand them - our job is to make sure that those ideas, and their predicted impact, is understood. If the clients that don't understand them, then they are either bad ideas or we have done a pitiful job in educating, not selling. I was always taught that the role of the creative director was to hire the best, inspire them and then harvest and nurture powerful ideas. Every second they spend 'selling' in client meetings is a second they are not doing what no-one else in the building can do. www.twitter.com/chrispalengat –London, UK

It seems that many of us are overlooking the point of this article. It is not about the importance of great ideas or the value in presenting an idea well. It is not about determining whether or not you or I have good presentation skills or are passionate. The truth is that passion, great ideas, motivating presentation skills, etc. are all absolutely necessary. The question here is; should one individual be the embodiment of all of these qualities. While it is great when that happens, it does not happen that frequently. Presentation skills CAN be learned, I have worked with many creative directors that have been terrible presenters, stuttering, sweating, speaking too quietly, etc. That is where someone with presentation skills steps in (usually an account rep.). If the selected person has the ability to present ideas well the passion and excitement will still come through. –Toronto, ON

presenting brilliantly is an art ... and a weapon in the battle against mediocrity. Its practice leads to success, inspired people and the kindling of more transformative thinking and ideas. Its a beautiful thing that is very learnable ... for those willing to learn. Bob Schmetterer Martha's Vineyard –KEY LARGO, FL

"Creative Directors Don't Have to be Performers" - umm, says who? Certainly not account teams, and especially not clients, who while they may agree with you on paper, just don't buy ideas that are presented poorly. And unless you sell that great idea to a client it means zero for your portfolio or your agency's business. The same goes for everyone at an agency, from strategic planners to systems analysts to project managers. Anyone who gets in front of a client is on a stage being judged relentlessly. Anyone attempting to "sell" a point of view has to build these skills. Mark, I would much prefer to see you take the time to share some guidance for creatives on how to present, rather than issuing a blanket permission to keep in the shadows. After all, there is almost zero training available to help creatives specifically build presentation skills. Toastmasters, etc. are too general for this group and our specific type of work. One direction, and I'm sure something you do often, is to turn the nerves, coffee spills, and passionate stammering into part of your "character" in the "show" that is client presentations. Bob –CINCINNATI, OH

Mark it sounds to me like you're a pretty good presenter. When people tell you that somebody is a great presenter, are they saying that he/she is extremely well dressed, very composed when they speak, has a lovely voice and never sweats? All of those are things you point out as not needed and you're right. The presentee wants to be engaged, and I think most would be by great work presented by a guy who acts like the work is great, who stammers and sweats and just might spill his coffee on the whole thing. Sounds like great theater to me. As you describe your faults, I didn't hear you mention that do things like say the tagline incorrectly, forget to mention the key selling point, or damn the work your praising with indifference. Those would be sins. But being human is perfectly acceptable and often preferable. And you know that. If you didn't, you would delegate that task to somebody else. –Los Angeles, NY

Wow Mark—what a brave confession to make. With an honest, unblemished picture of creatives too! In my career as a creative director I've observed something over and over: people who think they are really bad presenters usually aren't that bad, while the people who think they are great presenters usually aren't that great. It's true that a bad presenter is at risk of not being able to sell a good idea, but inversely, a great presenter isn't doing anyone a favor when they are good enough to sell a mediocre idea—and do. www.stevenstark.net www.twitter.com/stevenstark –Fairfield, CT

Most creative artists are passionate about their work and few can contain that enthusiasm within the confines of a presentation room. But it's the ones who can contain it -- the ones who have distinguished themselves with additional skills in management and sales -- that become good presenters of ideas and who should be sitting in the directors' chairs. We all start out as "do" people -- copy writers, product managers, illustrators, etc. -- but to get to that next level you have to demonstrate that you have skills beyond the mechanics of your art and that you can be a valuable addition to a team that directs other people "doing" while you contribute effectively to winning more business. When you go into a presentation with clients you have just a few minutes to convince them that your ideas offer the best chance of success for their marketing goals and are worthy of the money they are spending. As a marketer, I have little patience for explanations as to why a member of the creative team has trouble convincing me their work is worth what I'm paying. –CHARLOTTE, NC

While great presenters can elevate a mediocre idea, bad presenters are an anchor to a great idea. If the idea is brilliant enough, it can withstand the drag of a crappy presenter, but it certainly doesn't help the cause. No, it's not necessary to be 'great' at presenting, but it is essential to make an honest, passionate and sincere case to help seed your idea's potential in the client's mind. I rest my case. Patrick Scullin http://www.thelintscreen.com –ATLANTA, GA

You owe it to your ideas and the hard work that went into them to present them well. After all, you're most likely trying to convince someone to spend THEIR money on YOUR idea. –RICHMOND, VA

There we go again on the seemingly incontrovertible, supreme power of good ideas and all that. Truth is, now that that clients have now acquired the vocabulary and carpet knowledge about every single shade of advertising and selling, we aren't going to leave anyone jaw-open in the boardroom that easily anymore. Lines will have to be justified, layouts will have to be explained, scripts will have to be market-appropriate. True, creative people are naturally inward-looking but that can't come to mean that the ability to stand up and hold an audience doesn't have any use or value. Certainly there's no harm in learning it at least. –Gurgaon

Mark, you are a fine presenter as I recall and you take direction very well. That said, I understand that in the UK the creative is not always presented by the creative director, which I find interesting. In my own career (I'm not a creative director) I have been honored by extraordinary creative people who asked me to present work at pitch meetings for a variety of reasons ranging from needing a female voice to just plain disliking the presenting role. No one doubted for a second who created the work. Mark is certainly correct in saying that the selection of a CD ought not be governed by presenting ability. And yes, Mark, a fair few of you like to take a cocktail...but understandable under the relentless tyranny of the blank page. All the best, Ruth –New York, NY

Wrong. Good ideas presented great always trump great ideas presented adequately. What we make are ways to sell things and if we can't sell those ways to sell things we go broke. Plus what is a "great idea" is such a crap shoot that ultimately it doesn't matter what the idea is as long as at the presentation stage it makes sense and is in the general ball park of greatness. Would you rather watch a movie with a good script and great acting or a great script with bad acting. The acting is the art form just as selling is our art form. Whenever I hear this tired "presentation doesn't matter" canard it makes me wonder what business are these people in? Maybe you should be a painter, not a huckster. –NY, NY

A Creative Director with great ideas and decent presentation skills is ALWAYS - I mean ALWAYS a better choice than a Creative Director with decent ideas and great presentation skills. This business is about ideas people. It always has been and it always will be. Creative Directors MUST HAVE great ideas. Great ideas speak for themselves. All you need presentation-wise is the ability to communicate the idea effectively and with conviction. That doesn't mean you have to be a great presenter. Just decent. –Newark, NJ

In all sincerity, Toastmasters is a pretty wonderful organization that I'd recommend to most anyone. As creatives if we can't communicate our idea, we're dead. You don't have to be slick, but if you get in your own way, it's a challenge. So seriously, check out toastmasters.org, if you work in any kind of metropolitan center there is most likely a toastmasters meeting within a mile or two of your office. And realize that pretty much everyone there hates public speaking/presenting as much as you do - that's why they're there. Just like it is a sad reality that awards matter, so does presenting. –Atlanta, GA

Mark: What you write is only partially true. I actually hear you are a good presenter. What makes a good presenter is belief in what they are selling (I won't use the word passion). The legendary George Lois was not a great presenter, but he believed to the point where he made his clients believe - like supposedly threatening to jump out an open window if the client didn't buy a campaign. Ugly? Maybe. But it conveyed sincerity. Belief in what you are selling is everything. And this applies to anyone in any business. Words don't sell, attitudes do. Simple as that. If that is what you were trying to say, then you are right. Paul S. Gumbinner, President, The Gumbinner Company. www.gumbinnercompany.com. –New York, NY

I don't think it's a requirement to be a great presenter, but it helps. We've probably all seen a great idea fall flat during the stand-up, and then see the client's lack of enthusiasm translate into the concept stalling out or going nowhere. At the end of the day you're right- the idea is far more important than the delivery, but I try to boost my chances of selling the concept by rehearsing ahead of time, and bringing in a #2 (or a team) that can add color and build momentum. Thank you, Mark Ruvelson http://www.twitter.com/LightSpeedMgmt –Los Angeles, CA

Not every one needs to be a great presenter, but if you work in the communications industry, it's not a bad idea to take the time to learn the skill. Separately, I agree with the above comment. Passion is fine but doesn't necessarily produce great results. So, a creative director first and foremost must generate great creative work. (And then it's a good idea to be able to present it because otherwise the work might never make it to the next step.) http://domusinc.blogspot.com http://www.domusinc.com. –Philadelphia, PA

Passion is fine but it's a neutral emotion; it doesn't mean what you're passionate about is good or bad - just that you're passionate about it. So it doesn't mean that the work will be effective. The key is getting the client AND the market passionate about the creative - if that does not happen then all the passion Mark has is meaningless. Look at TV, how so many shows the creator is passionate about, and that's why why they were bought, become total failures because they were terrible. –Santa BarbaraCA, CA

United's kiosk experience makes me want to check my pocket ... to make sure my wallet is still there! And you're right, there's no reason for opt-in consumer data to be so completely detached from a direct consumer interaction these days. All the puzzle pieces exist, but few organizations can offer the complete, efficient, and elegant solution. Then the matter of cost; two of the likeliest categories to benefit from real-time digital DM are also notoriously strapped for cash: airline and automotive. However, the efficacy and intelligence to be gained from such an initiative makes this opportunity one that should be at the top of the list of budget-shifting considerations. Enjoy the extra leg room! –Wilton, CT

I was an early adopter of DVR capability and have been forever amused by the fears and rationale of advertisers and the media that report on it about the demise of TV (which should have happened a decade ago according to most pundits) but the main observation I have is good content gets attention, even commercials. My family of 6 with a variety of viewing styles and choices all with DVR capabilities still slow down the fast forward when good content jumps at us. Further even though we can skip over commercials observing my family and I've seen this in other homes many people choose not to, so they can catch the commercials, only in high speed. We do observe more than most people think and good messaging is still worth watching and can still be communicated and retained with proper design even at high speeds and no sound. Further I'd love to see more of a return to sponsorship, more imbedded adverting, advertisers that host programing as in the early years of TV and radio and placement advertising all work to replace and neutralize any effect DVR might have at diminishing viewership if advertisers would be innovative enough to adopt it. The primary death toll for TV content is the incredibly poor quality of the programing, the political correctness that takes away form the adventure, excitement and story so the writers and directors can pause and make political points, and the dumbing down to the lowest possible level of intelligence all has had a negative impact on viewership. I personally feel that has had more to do with declining viewers than DVR ever will. Michael Margolies –Waukesha

Josh, I worked with the cable industry and I can tell you Comcast had the virtual DVR concept as early as 1999, when we saw TiVo come out for the first time. While this decision has taken three years to gestate, the byzantine world of TV programing agreements takes much longer to navigate...isn't that why Hulu.com is only offered in the US and is going to launch in the UK fairly soon? That being said - I think you've accurately summarized the key features, although the implications of retroactive recording are far more vast. For example, since I follow you on Twitter, I know you travel a lot. Retroactive recording allows you to watch the CSI: Miami episode you missed by taking the server copy, analyzing the connection at the hotel you are staying at, optimizing delivery for that connection, inserting custom advertising for restaurants near your location, and serving the remixed video up to you. Oh, and by the way, tweets from your family can be inserted as overlays in real-time as you're watching. Clearly, there are going to be additional challenges on how the video is going to be used and how those uses may interfere with existing syndication; but this will allow MSOs to reclaim some of the territory lost with the recent MDU rulings. –Denver, CO

I agree with Dave. Personal recommendations are the most persuasive form of advertising, so what better way to advertise than to provide outlets for consumers to share their experiences with a product? In theory, buyers will become advocates of the brand and use the same outlets (i.e. social media and word-of-mouth advertising) to reach their social network. Check out this insightful video explaining the process and why it works: http://bit.ly/szW0U So, not to worry. Though TV advertising may have been in decline for some years now, there are plenty of other (more impactful!) ways to get the word out there about your product. –Athens, GA

Four Giant Leaps to Ubiquitous TV Viewing 1) The ruling that enables a centralized DVR system for cable providers is a giant leap toward "ubiquitous viewing." 2) TV everywhere, allowing viewers the opportunity to use a password to access cable over the internet is an even bigger second leap and prototypes and tests are in the works for this fall. 3) Smart phones, which will soon surpass computers as the number one way US consumers access the web, as cell phones outnumber computers 3 to 1 and smart phone penetration is in the double digits and accelerating, is the third. 4) Unleashing the 700Mhz spectrum, vacated by TV's migration to digital, or another higher speed, broad reach frequency that's always on and available virtually everywhere is the fourth. Once we clear those four hurdles which are all ready in progress, it's going to be difficult for cable to survive. That's because entertainment companies will be able to directly reach and generate revenue from every viewer of their content. When content is everywhere, always on, when the viewer wants it, advertising will migrate to location-based messaging that is intuitive and user-smart. Products like Klickable that already exist, will allow viewers to click on items they see in the video, without disrupting, for further information and links to purchase. That technology married with another existing platform like Deal Chime, that delivers digital coupons and messages to any device, will become a dominate and measurable advertising medium. If Cable sits out the opportunity to own a leadership role in this new format of advertising, there won't be room for them at the table down the road. That's because the viewer and the entertainment companies will be enabled and have a financial incentive to circumvent cable operators. Rodney Mason, CMO Moosylvania The Great State Of Design www.moosylvania.com www.twitter.com/rodmoose www.twitter.com/moosylvania –FRISCO, TX

Interesting article. I would say that, advertisers need to learn how to use the Internet. Putting regular TV type commercials online shows many have no idea how to use the power of the Internet. Learning how to utilize technology and market effectively to your audience is the key. I could not agree more, with cable companies using the rule of reciprocation to role out this new technology. I think technology will kill off the old school, antiquated thinking, of many of today's dinosaurs. People like myself, that hate TV and love the Internet, will develop the creativity and innovation to keep advertising going and make it successful. It all comes down to how well you think out of the box. Great article. Dave Holt http://HoltInterative.com –Phoenix, AZ

Advertisers need to step up their games and leverage that same networked DVR technology that consumers find so appealing. Work with the Cablevisions, Verizons and AT&Ts of the world to develop smarter and more relevant ad targeting capabilities and be happy you may no longer have to put up with the guesswork of today's mass media buying processes. Deven Nongbri http://twitter.com/dnongbri –San Antonio, TX

Five ways of working well with GenYers. Peace love and titterness. www.nycainsight.com. –ENCINITAS, CA

"Be a sponge, Be independent, Show initiative, Earn your right to respect and upward mobility." Thank you to Chunga21. Reminds me a lot of what my Dad you used to tell me. Great advice for everyone. Learn it, live it and love it, because those pieces of advice are universal, things I have heard from all kinds of people in all different places. I for one will take it to heart. Any person interested becoming a better version of them self would benefit from those tidbits. –Seattle, WA

I am loving the responses that this article is getting, and what I love most about it, is the response it is getting from Gen Y'ers. If this isn't indicative of a group of people that are passionate, smart and motivated I do not know what is. While I concede with a previous author, that our own self worth is evident in our defensive response, I would agree. I would also argue that if we truly can deliver the goods, is our perceived self worth really wrong? I for one really do think that with hard work and our skills that we really can deliver the goods. In fact, better than they ever have been delivered before. This however, brings me to address the comment made by rits6211982: "These vague, feel good terms are nothing but crap. "Make a difference." Doesn't that sound great? How? By telling the other people in your eastern European hostel how to clean out their bongs more efficiently? "Make yourself HAPPY." If that doesn't play right into the previously mentioned stereotypes of our generation, I don't know what does. What, in your description of New School, contributes anything to society or solves any problems?" I would argue making a difference is extremely important. What difference? Well, for some of us, we are interested in finding market based incentives such as reputation or profit to create added incentive for starting businesses in developing countries. Businesses that help create infrastructure such as roads, recycling plants or agriculture. Being able to "Make a difference" and still make a living according to a social entrepreneurship model directly translates to being "Happy" in my opinion. And, included in this thought, such business opportunities as mentioned above also can include travel. I agree with Akoto616. Similarly I urge rits6211982 to cease watching bad movies like Hostel, which is what your post basically summarized. –Seattle, WA

Hey Jonathan, Great post, you definitely got me thinking. I agree with a lot of what you said and as a "millennial" I have always recognized small nuggets of the stereotype in myself. That being said, since there is already an abundance of articles out there talking about millennials in a negative light, it seems unnecessary to be bashed, yet again, by one of our own. Yes, our generation is different than all the ones before us bc of our exposure to technology. And yes, sometimes we may be pains in the butt. But I have to agree with Clester's comment - the old way, doesn't necessarily mean the right way. Just because generations before us had to go through certain steps or jump through certain hoops in their career, shouldn't mean that we are doomed to do the same. We are lucky to have such an ingrained knowledge of technology and an aptitude for a fast paced work environment. And even though boomers may be hopping onto our tools, it doesn't mean they have any idea how to use them or what these tools are capable of. I'm willing to bet that 99.9 percent of millennials know more about facebook and its uses than your mother-in-law. All in all, I think your post was an excellent reminder to me to keep my game face on. As a millennial, we are expected to be all those stereotypes you just listed off and we should work extra hard to combat that image. Thanks Jonathan! –San Diego, CA

To akoto616: You are the problem. "Travel, make a difference, make yourself HAPPY. Take whatever path will allow be to do all three, and tweet about it along the way." These vague, feel good terms are nothing but crap. "Make a difference." Doesn't that sound great? How? By telling the other people in your eastern European hostel how to clean out their bongs more efficiently? "Make yourself HAPPY." If that doesn't play right into the previously mentioned stereotypes of our generation, I don't know what does. What, in your description of New School, contributes anything to society or solves any problems? "In the end, I can guarantee you that a country full of HAPPY folks as opposed to hordes of disgruntled workers will change the face of the American workforce for the better." All you have are ideas, but no solutions. If you don't like your job, quit and go travel. Right? Yeah, that will make this country better. Just make sure you don't come back. –Racine, WI

I think the earlier comment that notes, "If you don't see your own high self worth in those posts, then you'll never see why those stereotypes have come about" pretty much sums its up. As a fellow millennial I see it all the time; the idea that we "deserve" anything. Our generation has had more opportunity than probably any generation before us. And we see that opportunity as a right rather than a privilege. If this article offends you then you probably need to take a closer look at why. –Albuquerque, NM

Don't be too hard on yourself on your generation Jonathan,I think you guys are pretty cool and why wouldn't you be,you were raised by us cool Boomers. On the level though, I think what you're experiencing is the wakeup call we all get when we go out into the world and discover that unlike our doting parents the rest of the grownups out there, employers, loan officers etc do not think we are the center of the universe and that in fact nobody is going to hand us anything. I agree with you that your grandparents, our parents' generation really do deserve to be called the Greatest Generation and we would all be well advised to emulate them. –Northbrook, IL

Milennials in the workplace: lots of work but worth it. Warning, mass generalization about a generation: these 70 million working people are super smarties! They have more general knowledge than any generation has ever had at their age. But these guys require lots of feedback and it better be in instant-web time – oh, and they like it positive. Yes of course it's my generation's fault. Being helicopter parents, (my wife and I refer to our home as the heliport) we videoed our kids' every drool string like they were pearls. It made them entitled. And then we overscheduled them: the play date at 9, the tutor at 10, followed by soccer game at 11, lunch brought to them at 1, etc. and, guess what – they like it that way and don't intend to have that behavior stop. With all those passions they have developed, they must be now see work as one of them. So just as they facebook at 10 a.m. in the office – they should be writing ideas at 10 p.m. wherever they are. They should be. And so these talented staffers are an intense amount of work for their managers. They seem to miss self discipline that the latch-key kids before them had to learn on their own. It's because they have gotten so much stimulation – constant interactivity is needed at high dosages. That means their manager's energy has to be channeled so they can tap into it at all times – human wifi. But I have found they're worth the attention. An added helping of 'you can do it!' with very clear guidelines focuses them through all the distractions that the their up bringing and media presents. This bunch tends to be very open to making their personal goals and helping the agency reach the corporate ones. Michael www.nycainsight.com –ENCINITAS, CA

WOW. Quite the responses on this topic. Hey, I'm a mid-boomer, where 50 is the new 30? (feels good to me). I side a bit with all of you. First of all, the fact this topic recieves nearly 20 responses so early in the day, with reasonable intelligent points, points to something 'right' w/ the GenY'ers. I have two GenY'ers. Love 'em, can't live with out them. Two highly intelligent, bright, innovative,(and will be soon highly educated)individuals (paying off their OWN loans). They WILL make a difference in business and in our culture (in their own ways; in the careers they choose, in the lives they touch). When it's all said and done (bad boomer cliche, sorry), and knowing my Missouri roots..."Show me"...10 years, 20 years, 50 years from now (oh, I plan on living to a 100 (the new 80?) how GenY made an impact. Then, I say, let's all come back here and re-answer the article. –Wichita, KS

I think it's about time something kicked our generation in the buttocks as a wake up call.. I admit life has been too easy and good for me and my fellow generation. We grew up with neat toys and our parents for the most part gave us everything we wanted. From that we've become spoiled, arrogant, overly confident, feel we know everything and expect everything to magically be done for us. All I hear for the most part from my generation is complaining and that something should be done. I nnow work in an agency mostly with babyboomers and genXers and they have opened for me new perspectives of life and business conduct that have been very useful not only in my career but with motivating my own personal goals. I think the difficult times we are now in gives us an opportunity as Gen Yers to realize what hardship and humility means and from it find strength by learning to help each other share and work together to solve the issue. It's our test as a generation to shine guys! Keep an open mind and take the elder shaman's advice and experience on how we could overcome the challenges! It can only make us better! –New York, NY

PS. It is very humorous the Gen Y responses are very defensive. Many of you cannot see the forest through the trees. –Lakeland, FL

Well said. Here's a few more tips for Gen Y (and everyone else for that fact): -Be a sponge. Soak up all of the knowledge you can from today's more senior employees (yes that includes Gen X). The "old folks" have the valuable experience and knowledge to enhance your use of current technology. Watch, listen, learn, apply. Remember, technology is a tactic that is worthless without a strong message. -Be independent. Don't demand micromanagement from your supervisors. Failures large and small are a part of growth. You will find your greatest learnings will come from missteps you made on your own. -Show initiative. No one is going to hold your hand and lead you to your next promotion. Take what you have learned and present your ideas to today's leaders WITHOUT being told what to do at each step. Don't wait for an engraved invitation to do so. -Earn the right to be respected. Your career is one long sales presentation. You are constantly earning the right to gain advancement and prove you are worthy of the next step. –Lakeland, FL

Kudos athornton~ Old school: Go to college, get a job, stay there for 25 years (even if you HATE it), pray you never get laid off, retire with the biggest retirement package you can get. New school: Travel, make a difference, make yourself HAPPY. Take whatever path will allow be to do all three, and tweet about it along the way. Generations will always have different characteristics...period. I reject the notion that we are fickle -- I prefer the term risk-takers. We are simply not as concerned with the traditional definition of "stability" as previous generations. We may have been dubbed self-absorbed, but we chase our happiness short of jumping off a cliff, and some won't even stop there. In the end, I can guarantee you that a country full of HAPPY folks as opposed to hordes of disgruntled workers will change the face of the American workforce for the better. –New York, NY

Johnathan, I am also very disappointed in the shallow generalizations of this article. I would expect that in this field in particular, one would know it is not wise to get by on stereotypes. And that no group, no matter how targeted or sectioned, can be classified in a couple of adjectives. If that was the case you forgot active, environmentally concerned, globally aware, etc. Maybe your peers need this advice, but please spare the rest of us the same tired, "The Gen Y Brats need to get it together and take a note from the Boomers who gave us corporate scandal, credit crisis, the real estate bust, and the current recession which is supposed to give us the kick we need." Mind you I'm not speaking ill of the Boomers, but I guess nobody would like it if thier entire generational cohort was categorized by a couple of negatives. I for one feel "entitled" to an apology. –Newark, NJ

It is almost humorous to read some of these angry responses. If you don't see your own high self worth in those posts, then you'll never see why those sterotypes have come about. I'm not a Millenial but I do manage a lot of them for a number of years. I've had 20%+ raise requests after 6 months of employment. We have a fantastic benefit package but it never seems to be enough. Fortunately that isn't what this is really about. Sure, everyone wants to do well but I think one of Jonathan's very valid points is an old (not new age techno-driven) proverb - The proof of the pudding is in the eating. - or a more "modern" version from Jerry Maguire - Show me the money! I don't care if you are a Millenial, Boomer, Gen X or other, make a big impact and you will be rewarded. Demand without impacts and you'll be all those things that you are railing against so hard. –Minneapolis, MN

Rand's line, "We work for ourselves, our causes and what we believe in." is probably the best summarization of our generation more than anything. I know a lot of people that have worked their tails off from high school through to college graduation, attending class, going to work and having an internship. And I am not saying prior generations have not done this is well, I am just emphasizing that it takes a lot more than "the minimum" to even get that entry level job. You need multiple experiences that have provided you with legitimate skills. I feel as if this article is a bit out of touch and reiterates what the vast majority of the population is "thinking," rather than building a picture of what the Y generation truly looks like from within. The examples you gave can be better used to describe the younger millennials that have not gone through college or entered the work force. And if there could be one word that I could use to describe those kids it is naivety and that can be attributed to their parents – the great and knowledgeable older generation. Soon they will enter through the same cycle as the older Gen Yers and their token technology skill set will be even stronger. I am not embarrassed of my generation, I am proud of them. There are lazy slackers in every age group, so to even think of myself in that subculture sickens me. If I wasn't so preoccupied with worrying about keeping my job to pay off my student loan debt, working to build a name for myself in my perspective industry and lead a sane and normal social life, I would try and lead a revolution. Until then, America will have to settle with me setting to achieve my goals in what is apparently seen as s elfish and unbelievable act. –Pittsburgh, PA

Interesting article, but I disagree with the assertion that GenY had an "...intimate knowledge of technology." GenY has an intimate USE of technology, but didn't really invent anything and doesn't know how to fix it when it breaks. GenY workers are a large drain on IT departments, who are still staffed by Boomers, who CAN fix things. Whereas older Boomers may have feared technology to the point of not clicking or pressing a button, GenY only knows that if the first click or button press didn't work, the solution is to just click it again and harder. –Englewood, OH

It's interesting how angry some millenials who have posted here seem to be at this article. You may be the exception; I know I am. But the truth is, our generation, while not actually monolithic, is generally perceived to be true to many of the stereotypes placed upon us. In addition, there are many of "us" who do have a sense of entitlement that leads them down a path of excessive salary demands with perks in an entry level position, and increasing debt to get the biggest, shiniest toys as quickly as possible. This article is not to say that we should embrace these stereotypes; only to remind those within our age bracket that the time for which this behavior was expected is over. And a good reminder it is, not only to millenials, but to any one who fits the description. –Atlanta, GA

I agree with Rand. My only experience with millenials acting privileged is with generalizing articles like this saying so. Furthermore, we're talking about the ad industry here, so implying that narcissism is only applicable to a single generation is absurd. While I somewhat resent articles such as this, I also think they work to the advantage of us millenials who are the opposite of our supposed lazy peers. It seems we're expected to be entitled, so anyone who proves to be a good worker stands out as the exception. –Pittsburgh, PA

There are spoiled brats in every generation. I have raised millenials (still am). Looking at them and their friends, I have to say they (as a group) are the savviest, smartest, most present group of people I have been around. They don't get up and milk cows at 4 am - I get it - but they are active, aware, and involved like nobody else. I am glad that this group of people soon will be in charge of fixing the mess the previous (hardworking) generations have created. None could be better. –Atlanta, GA

Jonathan- I just can't help becoming fired up everytime I see another old "Millenials" piece. It is written all the time that we are entitled, selfish, reward spoiled and lazy. Maybe the economic downturn will turn us around? Really? Nobody I know of needs a kick in the ass. We are all just as if not more dedicated to our work than any generation before us, taking e-mails, calls, working on presentations late into the night, on weekends and on our days off. Why? Because that is what it takes to succeed. I just don't get it, From where I am sitting having graduated college 2 weeks ago, all I see are the results of a combination of hard work, dedication and skill on the part of myself and my friends who have studied hard, had internships, worked full time with a full course load, and nearly all of us are graduating with job prospects. Not one person I know interested in entering the private sector is lazy, entitled or spoiled. We work hard, don't need to be told what time to get to work, and understand that entrepreneurial and innovative thinking is our ticket to upward movement and changemaking. The "Millenial" stereotype is one of the most off-base and erroneous generalizations of our time. It is damaging to those of us who work hard, play hard and pride ourselves on results. We don't need a bad economy to turn us into productive citizens thank you very much. We work for ourselves, our causes and what we believe in. We do not have the same priorities as the old gaurd. There lies our strength. I am glad to see that others on this page feel similarly. Then again, what are lazy entitled millenials doing reading an industry specific news site to increase their knowledge and get a hold on an industry they may not even be able to participate in yet?! Weird. Guess there just reading Adage and feeling entitled. –Seattle, WA

I agree. Every "defined" group of people has wide variability in its individual members. In other contexts, not recognizing that variability is called "stereotyping". We tend to hire a lot of young (Gen Y) people at our agency, but as with any other age group, we try to find the best of the best. http://domusinc.blogspot.com http://www.domusinc.com. –Philadelphia, PA

I, as well as Yankelovich would disagree. You are under the impression that Millenials are one monolithic group of people, and I just do not see it that way. No offense, but if you choose to identify yourself with the above-mentioned stereotypes, then that's fine. I don't. There is an underlying assumption that the "old" way of generations past is the "right" way. What makes many millenials different is that they were/are willing to stand up and challenge that assumption. Actually, let me stand corrected: this is not very different. It's just that older generations have developed amnesia, and don't recall how they impacted change when they were younger. Somehow, challenging the status quo millenials have earned a bad rep, while challenger brands and agencies have built ones. Go figure. In an era where marketing in all its forms is more fluid and ever-changing than any time in the past, why, for example, should one hold on to the concept of "experience" when what you did 15 years ago may not be so relevant today? Does our generation stand to learn a lot from those that came before us? Yes. Do prior generations stand to learn alot from us also? Hell yes. I would argue that the issue lies with the continuous perpetuation of labeling a generation that is far from monolithic (the age range is from 16-30...would you compare yourself to a 16-year old?) and an unwillingness to embrace/understand "different". –WASHINGTON, DC

Saying things like "we know our generation doesn't emerge from adolescence until 25" is part of the problem, even if it's tongue in cheek. The idea that anyone would even have to spell out such insanely obvious advice for anyone who's graduated high school, let alone college, is absurd. Work hard? Show up to work on time? If you can't manage those things without a reminder, you don't deserve a job. –NEW YORK, NY

Jonathan, I do not believe it is our job to, in your words, "disprove a few stereotypes." I think it is more about recognizing how we can add unique value to organizations--and to the world. Many Millennials have special gifts that we must embrace and add to our skill-sets. Twenty-somethings can hedge this downturn by offering their talent to organizations that need innovative thinking. It is not 'us against them.' Collaboration between Millennials and across generational lines will cause the 'creative destruction' that our Western economies so desparately need. My question to you: Are you living for the past or looking towards the future? –Brooklyn, NY

As a fellow millennial, one year away from graduating, I look to the future after graduation and I remain hopeful. I wholeheartedly agree, I will stand tall and work as hard as I can, proving my worth. Our generation needs to pick up the pace a little and show its worth. This world will be all ours soon, and it's up to us to take care of it. –San jose, CA

Jonathan, Nice piece. What I agree with mostly is that " Nobody owes us anything." –Philadelphia, PA

Seems like ego-driven lunacy across the board. And regardless of whether or not one agrees with a Brinks brand transition, Landor wasted their loot and failed the customer in landing on an incredibly stolid name. When I first read it, I got the hankering for a round of golf followed by a quick visit to the first cemetery I drove by. Client would have been better served in their re-naming quest by getting a conference room of teens, 10 large pizza's, 4 cases of Mountain Dew and a couple of old Playboys for added creativity stimulation. –Thousand Oaks, CA

Just goes to show how well ad agencies and marketing firms sell their business. Or could it be someone at the company building their career and resume? Either way sounds like a mistake but why beat up on Brinks when so many other companies have done the same thing? Maybe that's the problem with our business in the first place - greed and the need to continually do what's right for our company rather than stand up and say, "that might be a big mistake." –San Antonio, TX

Landor's work for Brink's further exemplifies how mediocrity succeeds in America. Remember SyFy... http://bit.ly/1auwga All the previous comments here are pretty much on the mark, so I won't re-hash it. More important is the pandemic of mediocrity and plain ignorance that seems to have spread throughout corporate boardrooms. Inexperienced, unskilled with no thought given to real business issues, affecting vendors and the clients who foolishly pay them. Then again, the burned clients eventually end up at my door to "fix things", so I suppose that I should be grateful. :D Rob Frankel http://www.robfrankel.com http://www.brandingexpert.com @brandingexpert –Encino, CA

Wow. How can we get some of that Kool-Aid? Tim Scott www.themdidit.com @THEMdidit –BEND, OR

No matter what new name was required by the split, there is no reason that the Brinks name could not be a part of it, unless the executives and lawyers deliberately set out to destroy the brand equity. Most people will not care that it is now a totally separate entity. There are many companies that keep similar names for just this purpose. Broadview does not engender any sense of security! As far as Landor, their work seem to be on a very broad downward slide. –New York, NY

Before you are too hard on Brinks for the actual action of changing their name, you need to know that it is a legal requirement for them and they had no choice. With the spin off they did from the mother ship, they had to register themselves under another name to