nice. –Colton, CA

In defense of "science" why didn't they do small tests to see if the "drinkability" message delivered the results they were looking for? I agree that you can't ignore the emotional gut feeling that has delivered many a winning campaign, but ignoring ROI is also not feasible. IF the objective is to position Bud Light as less watery than Coors Light and less bitter than Miller Light, why not let creative come up with some ideas and then see which ones deliver on the objective? Maybe I'm just too "small agency", but it seems straight forward. Not easy, but simple. –Kings Park, NY

"Great brands have both emotional and rational benefits." Wrong, wrong, wrong. Some do, and some don't. If your product actually does something, fine. But you can't invent a rational benefit for a product that doesn't have one, in a category that doesn't need one. Mr. Kash might want to look into a little product called "Coca-Cola" for some enlightenment. –NY, NY

It's an amazing dynamic between linear and creative thinking. Understanding demographics, socialgraphics and technographics can help narrowly identify where consumers are talking and what they're talking about, however any combination of the above cannot solve for human behavior or guarantee consumer interaction. Yes, A-B is looking at the misfortunes of the "Drinkability" campaign through mass media goggles, however there is a fine line for success between mass appeal and "discussion-ability" on consumers' social networks. Testing and understanding in these channels may have provided behavioral insights prior to the creative processes. Insights are an amazing addition to any campaign, the correct insights are even more powerful. Paul Miser www.PaulMiser.com www.Twitter.com/PaulMiser –Kansas City, MO

Do you love your spouse? How about your mother? First pet? These are all relationships that have an "emotional benefit", and unlike what Mr Kash said, really can't be duplicated. A rational benefit, however, is a lot easier to duplicate. Lower price? Me too. Better mileage? Me too. Cleans your floor till it sparkles? Me too. Greeted you everyday after school with a leash in its mouth, or purred in your ear as you sobbed over a breakup, or made you chicken soup when you were sick, or helped you raise a wonderful child? Nope. Can't duplicate that. Emotional connections are all consumerism is about. Are you going to tell me that that Acura is REALLY a better car than that Honda? It's all emotional. If we left rational thinking to its devices, all people would buy are food, and clothing, and shelter. -Richard Tod Aguayo (razorsharp creative) http://razorsharpcreative.com –Atlanta, GA

We are too often too quick to assume causuality from correlation. There are many other factors that might have led to Bud Light's decline, the recession being just one. Might sales have declined even more without the campaign? Might nothing have helped the brand? Or, maybe "drinkability" was a good concept but executed badly. There are too many variables to definitively use words like "blunder" and "debacle". For more, see: http://www.domusinc.com/blog/2010/03/correlation-does-not-imply-causation/ Marc http://www.domusinc.com –Philadelphia, PA

Agree with Peter Krivkovich's remarks that while Consultants can provide linear thinking and process, but that human behavior is not linear. Also agree with Jeff Greenhouse's comment that good agencies can do both - use a linear process to get to the emotional hook. But over the years I have seen some consultants overstep their skillset that can lead to underwhelming results. It's unfortunate that some clients will pay consultants millions to rehash research and refine positioning, but then they pressure agencies to lower costs on the thinking/ideas that positions and builds awareness of a brand and ultimately sell products. Pete Kovac www.nicholsonkovac.com http://twitter.com/FPeteKovac –Kansas City, MO

Ultimately, while outsiders can provide insights and fresh ideas, the people who have to know and understand the brand the best are those in the company itself. As the article suggests, management consultants tend to represent the rational, logical "head" in the process, and often advertising agencies bring more of the emotional, passionate "heart" (although a good agency keeps an eye on research and metrics as well). Success comes from a harmonious balance between the two, and the brand manager and marketing executives must know how to align those perspectives in the context of their brand. So, to brands: "To thine own self be true." - Jeff Greenhouse President, Singularity Design http://www.SingularityDesign.com http://Blog.SingualarityDesign.com –Philadelphia, PA

Interesting to see mobile was not mentioned in this article with all the early success CPG brands are finding with their mobile initiatives. A Deloitte survey in November found 19% of Americans noting they would use their mobile devices for shopping during the holiday season. The number for 18 to 29 year olds was more than double at 39%. Phones were reported to be used to find store locations, obtain coupons and sales information and research products and prices. One-quarter of all who planned to use their phones to shop reported they would make purchases on the devices. Additionally, according to "User View Wave VII" from BIA/Kelsey and ConStat the overwhelming majority of US Internet users research online to find local products and services. The most common online tool is search. Given smart phone penetration reaching almost 1/3 of all phones in the US, which will eclipse computers when it does, mobile search - especially Organic Search, alone is and should be an important "Shopper Marketing Tool." Additionally, Gartner, a leading think tank for the technology industry recently forecast that within three years, world wide, smart phones will be the #1 way people access the web. Right now consumers are picking up their e-mail and social media messages on their phones. They're using Google and search engines for more information on their phones too. For many, mobile is the low cost entry to the internet vs. a computer and broadband service. GPS, Bluetooth and other self-identifying, opt-in technologies already have the ability for one-to-one communication and are being used in "Shopper Marketing Programs" around the world, which should make mobile, at the very least, a tremendous and significant "Shopper Marketing Tool." We cover the emerging trends changing the marketing landscape today and over the next 10 years. Mobile is our top pick. We also have a special on-line engine, The Moose Tracker, that is updated weekly with top mobile and social media programs from around the world. All are available free on site under "Insights." Rodney Mason, CMO www.moosylvania.com www.twitter.com/rodmoose –FRISCO, TX

What we find surprising is just low little attention was paid in this article to the usage of mobile devices by shoppers, before, during and after their shopping trip. The Kraft application is a great use of the technology, but what we're finding at Catapult Marketing is that paperless couponing, offers and information via SMS and WAP, and other mobile based marketing practices can have real impact at shelf, and have real impact on brand measures as well. Ideally marketers can lower that 70% figure mentioned to something more manageable by brands. Furthermore, as major brands are marginalized by retailers with clean store policies and private label expansion strategies, the ability to communicate directly with shoppers is becoming an imperative that few CPG companies have figured out yet. For more on this topic, check out our white paper on Digital Shopper Marketing at http://dsmstudy.com Bill Hewson President, Interactive Catapult Marketing –WESTPORT, CT

With Paul Gumbinner's observation of 'little jumps' in staffing and a potential double dip clouding the recovery of world economies ~ http://bit.ly/acjpSD, astute agencies will find a staffing mix that is agile, flexible and economically sound. http://www.southernrealm.com. –MIAMI, FL

The hiring pendulum is definitely swinging in the opposite direction from last year. Many agencies did more than cut to the bone in 2009, they cut into the bone. Too many people I talk to during the course of my recruiting practice are doing more with less and they're getting fried. Clients are taking notice and demanding better service. Some trends: many more digital jobs in various functions, best positioned candidates have new and old media experience, agencies hiring a more diverse workforce, account planners in high demand and more movement back and forth between multicultural agencies and general market. - Tony, President of Global Recruiters of Calabasas –CALABASAS, CA

Interesting point from article: "Agencies are also seeking new types of hires: 'Looking for a rare breed of person,' for whom 'technology is your oxygen...and you can translate it into natural consumable language.'" New hires need to demonstrate that they aren't just smart and technologically savvy, they need to also demonstrate that they can use their talents to provide passionate client leadership. To do so, they need to be strategic, clear, consultative, and inspiring. http://www.TellYourClientsWhereToGo.com –Cincinnati

I freaking love these ads. Tasteful bits of humor intermixed with moments of pure humanity...an absolutely brilliant way to approach an incredibly painful subject. Bravo Merck, for slogging your way out of the disclaimer-choked dreck that your category is known for. –Albuquerque, NM

It will be interesting to see reaction from infertile couples. The spots are amusing, yes, but ultimately heartbreaking. –Westerville, OH

agreed - far to many generalizations about such a fiercely personal thing as mobile and mobility - but will allude to it in my stats wrapup at my site all the same –SIEGBURG

Honestly, this is an incredibly narrow minded view of the world, and if you are a marketer you need to think much more broadly. For one, Android G1 users may fit the profile described, and possibly Droid users given the male focused marketing, but with the number of devices supporting Android, this will change in a heart beat. Also, iPhone owners are not just ad execs, as this article on youth and mobile marketing shows: http://bit.ly/aqDDHh –Bondi Junction

Also Congrats to Jim and a big THANK YOU for making it his mission to change the future of marketing. Having worked with Jim for many years, I know how passionate he really is about bringing the Power of Ideals (back?) to the Business world. Based on my experience a critical ingredient for truly rooting a brand in the power of ideals is the need for congruence between the ideals of those who the brand serves (consumers) and the ideals of those who are the custodians of the brand (marketers). Company leaders have to be careful about who they assign as Brand Custodians, it is not true that a good marketer can lead any brand. How can you understand the emotional bond between dog owners and their dogs if you yourself actually hate dogs? It's not enough to intellectually talk about those emotions, you need to be able to FEEL the emotions. Therefore I believe that one of the most burning questions is: How do we "kill" the myth that people are totally exchangable and come to the realization that it takes brand stewards with the right ideals to unleash the power of ideals to grow brands? I think this will be the answer to the post by "tillypick" -- it will allow us to do the right thing and cut through all the politics because our work will be completely congruent with our personal ideals. –Bispingen

All sounds good and looking forward to what will come of it. Burning question for me and our industry is "how can we get better at doing the right thing" versus getting side-tracked by politics, money, and ego. The latter is why there are so many meetings, layers and reviews that kick up a lot of unnecessary dust when we could and should just put our heads down and do good work. –Manchester, MA

Congrats to Jim on starting a meaningful new chapter in work and life. We need more business leaders who truly value educating the next generation of marketers. For the session at the Cannes Advertising Festival in June, the correct URL is actually http://www.burningquestion.com Jim and I are looking for your input to help drive an industry-changing discussion. Let us know what Burning Question you believe we marketers need to ask ourselves to drive better work for our customers, investors, ourselves, and society. Bob Gilbreath Chief Marketing Strategist Bridge Worldwide http://marketingwithmeaning.com http://twitter.com/mktgwithmeaning –CINCINNATI, OH

Didn't this person learn anything from the dotcom bust ? To say that any one property is going to the leader the next decade shows that he clearly doesn't get it but then Edelman has their own self interets –SIMI VALLEY, CA

Lame. –craigcooper.com, NY

Some of the products fit the placement. Others do not. I contend that Wonder Bread is not a good fit. Some of the placements are too obvious. The key to successful placement is high relevance to the target, and believability. The best placement has to go to Diet Coke. http://www.weltbranding.com/blog/2010/03/gaga-makes-a-wonder-bread-sandwich/ discusses a couple of the winners and losers of this video. –Cincinnati, OH

This article is spot-on. For agencies to survive in today's marketplace, it is not enough to have a strong digital department. Everyone within the agency – especially those in direct communication with the client – must have a firm understanding of interactive media and all of the possibilities it represents for the client. Far too many agencies still view digital marketing as a subset of marketing as a whole – as merely a tool that can be used to supplement traditional tactics. In truth, today's culture is the culture of Web, and today's marketing is digital. New channels of communication have forever changed the ways consumers share information and make decisions, and agencies must transform their business practices to help their clients conquer the Web marketing universe. Read more on this topic here: http://www.famefoundry.com/171/prying-the-torch-from-the-dead-hands-of-old-marketing. The Author www.famefoundry.com –Charlotte, NC

Great points Phil. Hiring people who truly understand digital is certainly critical to the continued success of an agency. That's not the whole picture, though. Having the structure to take advantage of digital is also critical as well. Digital advertising is the first ad medium that can truly scale. It can be reused, optimized, and re-skinned. Code that powers one part of one site can power a similar part of a completely different one. Digital ideas need to engage consumers across websites, phones, social networks and, yes, traditional media without becoming diluted. Fostering team mentality, being able to work rapidly and iterate, and designing cost structures with clients that allow platforms to maintained and renewed are equally key to success. Having the right people will help work through these challenges, but being willing to reinvent yourself is equally necessary. Brian Chiger | Digital Strategist www.agencynet.com | www.anidea.com –Westfield, NJ

Really a educative and informative post, the post is good in all regards,I am glad to read this post. http://www.articlesbase.com/health-articles/acai-max-cleanse-does-acai-many-cleanse-remove-extra-pounds-1954235.html http://www.articlesbase.com/health-articles/acai-max-cleanse-review-does-acai-max-cleanse-work-1963744.html –new york

Cool, maybe they can find another typeface besides Verdana. –Detroit, MI

Congratulations Ogilvy! And a big shout out to Lars, the creative mastermind behind the pitch! –New York, NY

These charts are always interesting but your commentary really brings the numbers & names to life. You wring so much humor out of a Top 10 list, I'm beginning to think you used to work for Letterman. –Madison, NJ

I can't wait to get mine, either. I can tell you this: The iPad will truly change the way you interact with media. The Digital Lifestyle is epitomized in the Apple iPad. It truly is. It blows the Amazon Kindle out of the water. But now, Jeff Bezos is working on a color version. Gee.... I wonder why? You are sitting on your couch, watching TV and you want to check your email. I would normally reach for my iPhone, but since the iPad is so much larger... it's bigger and easier on the eyes. Reading books are a breeze, too. And Apple's bookshelf is going to compete head to head with Amazon.com, too. As an Apple shareholder, my stock is already going up and it will continue (I predict) as more and more people start to look at Apple as more of a "digital media" company. iTunes music, and the devices to run them are standard and like Coca-Cola are the REAL Thing. Microsoft failed miserably with their version of the iPod knock off as they have failed with their online services, too. Now Apple is about to do it again with TV shows, Movies and Books thanks to the iPad as this will enable millions of people who are technophobic as the iPad is a breeze to use. It's the first UN-computer and Tablet Computing seems rather cold to classify it. Steve Jobs is certainly a visionary and I look forward to the new products Apple is yet to come out with. Judging from their home run track records so far... it's going to be the company to watch for the next ten years. –SANTA FE, NM

Our company pre-ordered an iPad this morning. With approximately 90,000 units sold within the first six hours, the iPad is already poised to become firmly ingrained in day-to-day life, as have the iPods and iPhones that came before it. It offers a platform that promises to revolutionize media as we know it today – from the way we consume it to the way it is created, packaged and marketed. Therefore, as a company specializing in interactive marketing and software development, purchasing an iPad is a necessary business investment so that we can remain at the forefront of the next wave in technology, culture and business. Read more about our assessment of and predictions for the iPad here: http://www.famefoundry.com/1683/fame-foundry-sound-off-ipad-–-the-good-the-bad-and-the-possibilities/ –Charlotte, NC

Will be handing my money to Steve once again shortly! Agree with one of the comments above, it's not something I need but WANT and Apple is one of the very few, if not the only, companies that keeps coming up with gadgets that a huge number of people want. I am also a person who is ready to pay a premium for great design and functionality, again something Apple offers in spades. Can't wait to get my hands on the WiFi 16GB model. As for reasons stated elsewhere, I will stay away from 3G. Don't see any reason why I should spend anymore money with AT&T.... Main reason for buying the basic model is that I will most likely upgrade to a later version, maybe skipping one, as I've done with the iPhone. –Wilton, CT

Yes I did pre-order an iPad this morning at 7:30am. The implications on how I will use the iPad blow my mind. The last time I was excited about carrying a tablet around was the first time I used my Newton MessagePad 100. For me the iPad will be a way to carry all of my graduate school books, articles, online research library, and even papers with me. I will be able to read a PDF eBook (with an PDF reader application) and collaborate with fellow classmates online at any time with the 32GB 3G iPad. I cannot wait. More thoughts at my personal blog: http://www.mac512.com/index.php?id=8776088891816302026 –Appleton, WI

Check's in the mail! -Steve –Los Angeles, CA

Good for you Dan. We're going to do the same! We're a household of Mac Geeks. Our 5 year old daughter has had my husband's old first gen iPod since she was a year old. My husband has an iPod Touch and an iMac while I have an iPhone a MacBook. We're thinking when we go to trade in our SUV we'll skip the built in DVD player. Why bother - our daughter can play games and watch movies and shows on the iPad. She already does it on our iPod and iPhone. –Woodand Hills, CA

I was going to buy an iTouch a couple of months ago to replace my aging (but still reliable) iPod with video, but held off after hearing about the iPad. I haven't pre-ordered though, as I want to actually see the device I will buy and don't mind waiting a couple of more months to do so. The main question mark for me is battery life. If it can handle serving video throughout a four+ hour flight on a single charge I'm so there. I will second the earlier comment about the users of this device...I believe video and internet in a compact and extremely usable form will make this the device of choice for frequent travelers and commuters. After those early adopters have taken it up, it will be interesting to see who is next. –Newport News, VA

AT&T is a deal breaker for me. I use the iPhone and the carrier is dreadful. Way too many 3G dead zones in Manhattan!!! One of the most frustrating carriers I've ever dealt with...too bad I have no other choice for the iPhone. When Apple wakes up to understand that ATT promises are no more than just that, promisese, I'll consider investing my time and money. YAWNNING ...IS contagious! Paul Benjou Ad Industry Blog: www.MyOpenKimono.com –New York, NY

Please tell us if the iPad works out the way you hoped! –New York, NY

You are going to get tired holding an iPad while you try and watch movies which by the way you can also do on your laptop. As for 3G, to me 3G is as slow as dial-up as I have a high speed connection at home. You bought it not because you need it but because you want it –Simi Valley, CA

Just order the same model you did for several reasons: 1. Web surfing from the couch just got a million times better. 2. We now have something to entertain my 2-year-old on flights. 3. I'm slowly turning my wife into an Apple fan, from PC, and this will help. It'll be super easy to pass it to her for viewing funny YouTube videos, watching movies in bed, etc. Can't wait for April... –San Francisco, CA

pre-ordered 3G this morning. last year moved from kindle to kindle DX but with kindle iphone app been reading only on iphone while kindles collect dust. I love and agree with your rationale about waiting for the next addition the rest of your life. but maybe unfortunately that's why i have an original ipod, 20GB, 40GB, Video, original nano, nano2g, shuffle2g, iphone, iphone 3g, iphone 3gs. :-) –New York, NY

Here's how they got you to place that pre-order, Dan: 1. Invent an awesome product. 2. Tell people about it in the most old-school marketing way possible. On this second point, here's the scoop: http://admajoremblog.blogspot.com/2010/03/ipads-30-in-oscars-was-not-its-first-ad.html –Chicago, IL

I agree with you. I ordered the wi-fi version, and if it works as advertised, will order another in the 3G flavor. Most of the "experts" act as if, since they can't write code or run Final Cut Pro on an iPad (still can't get past the name, though) it's worthless. I'd suggest next time you have an hour to kill at an airport; observe what people are doing, as using. Even a year ago, most people had a laptop, um, on their lap. Now, not so much. One sees many more people on a smartphone of some sort. During a two hour layover at LAX recently, I wandered around peering over shoulders to see what people were doing online. Email and Facebook were, by far, the most popular activities. Also judging by haircolor, the biggest age group was, well, gray (or none). From this admittedly tiny sample, I am lead to believe the iPad will get far more traction than most pundits predicted. (kinda like the iPhone). –Longmont, CO

Agree that Zach show was the best. Was it his performance? Sure. But the writing made all the difference. The SNL cast has a lot of talent, but the writing is much more miss than hit. Pity, that. http://www.thelintscreen.com –ATLANTA, GA

Let's hope that Betty White can live up to the hype! –NEW YORK, NY

agreed.... zach was the best host i've seen on SNL in a long, long time. his comedy is so natural, he actually made me forget i was watching a scripted show and for at least one episode, it actually felt like the "live" part of SNL, and all the uncertainty that comes with it, was back. he's a funny, funny man. and he made the show. –Chicago, IL

According to Google, marketers have never attached great value to news brands http://www.vergrandisbranding.com/ –Chatham, NJ

Great article! Take a look at this company that seems to be doing the same thing in NYC. I came across this video demo while looking for a company that is specializing in tablet ads. http://www.youtube.com/watch?v=jSLDjT-5Kk0 –New York, NY

Great article! We touch on some of this in our blog: http://www.distility.com/rebranding-branding/ @1day1brand –Toronto, ON

Everything dynamic and very positively! http://www.articlesbase.com/health-articles/livea-diet-supplement-review-where-to-get-free-trial-of-livea-1970816.html –new york, NY

With and the low cost of digital memory (for storage) and the advancement in camera technology Mutlimedia technologies will continue to make great strides integrating into our everyday lives with ease of use for the consumer and will eventually reach into Adertising Age focusing on media with consumer reach? Multimedia Embedded Marketing (MEM) embeds video and audio into marketing documents blazit.com –sharon, MA

Voice based application does not get much traction in the US market. See voicebubble.com, not much going on there. –plano, TX

Unlikely to take hold in usa... We have much more computer access compared with India, and newsflash twitter is still MUCH more popular in India. People simply like to quickly text over voice. A great comparison is to look at how popular texting is on wireless, despite ability to communicate by voice on the same device. It sounds like the owner of the company knows this, as they stated that they are avoiding the US market and Europe. –cincinnati, OH

So, there is a common thread amongst the posters here and that is that its easier to read then hear.. I'm not quite sure that's the sentiment shared by today's youth and future purchasers intenders...If it were easier to read than watch or listen, radio, tv, movies, video etc. would have never been invented. Books have been around forever and they evolved into viewing and listening mediums... not sure who thinks its easier to read than listen or watch. I dont think this Bubble Motion is good either but lets make one think clear.. its far easier to watch The Kite Runner on Blu-ray than it is to read the book. –New York, NY

Yet another time wasting news article on the 'virtues' of digital media. When is Adertising Age going to start focusing on media with consumer reach? –PALM BEACH, FL

Strange coincidence. Just yesterday in Ad Age, I read these lines: "Don't declare "[insert new social media gizmo here] the next Twitter." You do not get a badge for that, Mayor of Gurustan." It's from here: http://adage.com/digitalnext/article?article_id=142740 –CHICAGO, IL

Bubbly is not likely to take hold in the US because we are far more interested in texting than listening. More importantly, with all-you-can-eat talk and text services, the Bubbly business model would simply fail. –Montclair, NJ

There was a typo in my earlier post. I meant, the article was written WITHOUT adequate research of Internet services in India. –Mumbai

Sorry, to spoil the party, but this article is not written without adequate background research. Twitter is now ranked #12 in USA and hold your breath #11 in India (on Alexa. It is the fastest growing service in India. Every month we are seeing trending topics (globally) come up in context of India. The service (bubbly) being reviewed may be in pilot mode with some telecom providers, but clearly has no place in minds of consumer, and thus the claims in this article are clearly misleading. We should know, as one of India's leading digital agencies. Sandip. CEO | experiencecommerce.com –Mumbai

"In a country where many have access to cellphones but far fewer to the web, this type of mobile blogging service seems to make sense." This is all we need to know. Asking myself: Would I rather read a text or listen to a Bubble?... the answer is always to read. Social courtesies, privacy, and signal availability dictate this answer. Also - how does a reply work? Replies are half the fun (and in many cases even more so!) cheers//dom –WASHINGTON, DC

Well, another reason to stay out of europe etc. is that there already exist an established service like this. Including phone-in messages. Try http://audioboo.fm/ –Berlin, GE

I don't see any reason why this service couldn't work using VoIP on a smartphone. I think it sounds pretty cool actually and I could see a herd of iPhone/Android/Blackberry users recording "bubbles" all day long. –Seattle, WA

"If they choose to listen, they pay for the airtime." Will people pay to hear brand messages? This sounds like something many people will try once, or until the first bill arrives. Next thing you know Movie theatres will "bubble" showtimes or TV stations will "bubble" weather updates. Wait, been there done that, for free. –Eden Prairie, MN

I think the target audience in those markets read a lot more in general than those in some developed nations. Also, listening requires more engagement than merely reading. Lastly, "tweeting" is hardly an exemplification of good literacy. Read some "tweets" and you'll know what I mean :) –lubbock, TE

Narcissism on steroids... –New York, NY

Although it is left unsaid here, I can't help but wonder whether the choice of markets is partly related to literacy rates. I mean I can't see preferring this to Twitter, since reading is just so much faster than listening or watching. –Berlin

Thanks for all the great comments and insight. This particular approach has been really good for our agency and has opened us up to employees who might not have been considered if we were only looking at technical skill sets. Using this type of evaluation, as well as a really sound behavioral interviewing process, has brought us some of the most interesting and compelling people I've ever met. And the result has been a smart, focused and eclectic mix of client work that is generating results. Thanks again for the feedback! –COLORADO SPGS, CO

What a fantastic post. I'd like to address how alignment between candidates, employees and companies will become ever-more important as Generation Y enters the workplace in increasing numbers. This generation will voice changing expectations of their employers and potential employers, resulting in a profound shift in communication dynamics between the parties. Millenials are inheriting a slew of global challenges, and they are collectively rallying behind beliefs and global causes in large numbers. As these beliefs become intertwined with lifestyle, GenY will increasingly seek alignment between their passions and their professions. Plus, millenials are becoming accustomed to wide open communication channels online, and brands are becoming more human and authentic as they move towards social media as a means to reach consumers. Over the next few years, social media will also become a key way for brands to reach millenials as potential employees. Top talent will demand that companies care about building a transparent culture. They will seek companies with work environments that are aligned with their own personalities and lifestyles. Social recruiting tools like KODA and networking sites like LinkedIn will replace archaic methods like classifieds, headhunters and job boards because they get back to the basics of letting principal parties connect directly and frequently. –New Orleans, LA

I apologize to Meredith if my first post caused any offense. I applaud the effort of a business leader to create a more creative process for recruiting and retaining talent. I could not agree more that how fast someone types or where they worked last are meaningless criteria compared to how someone thinks. And if Meredith has developed ways to glean that insight from candidates beyond the creative's portfolio, excellent! My comment was not a critique of the employer, but of the employee. –New York, NY

Employees like Meredith refers to are not so much sheep as normal humans. Normal humans are people who work well with others and don't always have to be "on top." They are open to learning, serving and being a part of a greater system. With their mediocre salaries, normal humans can still enjoy life. For instance, they can decorate their apartments, cook interesting foods, and go to interesting events, such as street fairs, or art fairs. Agency Of One's "seventh attribute," in addition to being offensive to sheep, is revealing of his elitist and obsessive nature. The message is myopically anti-collectivist and self-congratulatory. But it doesn't change the fact that an employee must, in addition to being talented, also possess the submissiveness of a normal human. They can not be Napoleon-like, and they, by definition, are not entrepreneurial. Most people aren't. The key for companies is to find people who have the talent of giants, but are who submissive like mice and willing to take meager salaries for the "privilege" of being on the "team." You need to find people who don't realize the power and potential they have, and/or are too afraid to ever wield that power due to low self-esteem. It is in your best interest to keep their self-esteem low. This is the truth behind any top-ten list on how to recruit winners and what makes a great employee. A good employee = a superstar who is willing to be exploited, period. –chicago, IL

Hi Monkey_Wrench. I was never a freelancer, though I hired many. Wolves, sheep. Semantics. A wolf pack is possibly worse than a flock of sheep. Wolf packs have a rigid hierarchy where the alpha wolf gets the most because he is the strongest, fastest, smartest wolf. Every other wolf gets less in a descending pecking order. If agencies were structured with an "eat what you kill" compensation model for their employees, then maybe you would be on to something. If it seems like I have an ego it is only because I am a passionate objectivist and would like to encourage as many others as possible to abandon the collective "we" mindset. If you are talented you can quadruple your income by working for yourself and hiring others to freelance for you. More lucrative than working for the "man." Even when that man is a woman. As someone with perhaps a bigger ego than mine once said: The word "We" is as lime poured over men, which sets and hardens to stone, and crushes all beneath it, and that which is white and that which is black are lost equally in the grey of it. It is the word by which the depraved steal the virtue of the good, by which the weak steal the might of the strong, by which the fools steal the wisdom of the sages. –New York, NY

The HR depts. in our business are out of control, and the age discrimination is disgusting and out of control! What the 'Baby Boomers' have forgotten about marketing the 'Young Talent" haven't even learned yet. Even if we are great with the design programs, they won't give us a break... –Staten Island, NY

Essentially we're talking about employer branding which is closely related to the corporate brand but differs slightly. The objectives and tactics of the two brands can be mutually reinforcing. A corporate brand identity that is strong beyond the workplace can be a source of pride and commitment for employees. Conversely, a company's reputation as a good employer—good in the talents of its people, its values, and its stability—can strengthen its image among customers/potential customers as well as potential employees. Dare I say it but the modern-day recruitment agency is a thought-leader in this area and should be utilized to achieve the results you stated in your post. Recruitment advertising is not the stale, print ad driven industry that it was in the past. It's about "employee engagement" through branding and community-building...all based on the unique values your company is built on. To that end, kudos to Meredith for investing and supporting the cause. Last note: Now more than ever is a time for companies to invest in renewing/implementing/refreshing their employer brand. When the "talent drain" happens, and it's imminent, companies like Meredith's will be in a better position to retain the best and most-qualified talent. –Santa Monica, CA

Great practice to preach. Falls on the line of do what you love and you'll love what you do. BTW: Agency of One = freelancer with an ego. These would not be sheep getting pushed around...this would be wolves forming a pack. –Herndon, VA

Very smart and I only got as far as the third paragraph. It's nice to see people praticing what they preach. One comment (from the take-it-or-leave in category) 6 attributes are too many. Boil them down to 3 and you're ON! Peace. Steve@whatstheidea.com –BABYLON, NY

Well written Meredith! Whenever an article leads with the importance of core values in the hiring process, especially in the advertising industry, I am attracted to read it. Good chemistry between the candidate and corporate culture is the most important aspect to consider when hiring; without it the hire should not be made. I have found that chemistry is made up of two parts, core values address one, thought process the other. Check out my website and blog, www.LifeBalanceRecruiting.com –NEW YORK, NY

Well said and such a nice change from the "let's just bring some warm bodies in" approach of far, far too many agencies. I've found in the past that when I hired people based on filling a need alone (under duress, I should add), those we hired ended up fitting in and delivering maybe 40% of the time. When I hired based on "cultural" fit, those we hired ended up staying about 80% of the time (and most have become trusted friends as well). If you work among people with similar attributes (or "core values" as I call them), you create better work - it's very simple. –Atlanta, GA

Social media has some opportunites for hiring and detours. A strange thing happend to us the other day when were interviewing a candidate - someone else showed up. http://is.gd/9EzG9 –ENCINITAS, CA

I think this is one of the most uplifting well written, honest and true articles on hiring and employment I've ever read. I could not agree more with what you said. I believe that if agencies, businesses, and organizations hired with core values, beliefs, etc. and NOT on degrees, experience, etc. we would have a better chance. People hire like businesses run a business. They do it the way its always been done and the way everyone else is doing it. I say, dare to be different. Don't neglect someone because they don't have 10 years experience and are willing to work 100 hours to prove how much they want the job. It's about drive and passion for me. I wish I would have known about your company a long time ago. I think for many, your agency is one many would love to work for, because they are thinking and looking at things from a different angle. I would also think many of your clients like that as well. Your agency and it's employees are the type of businesses I love, want to work with and aspire to be. Thanks for sharing this great article with your thoughts and feelings. If there is anything I can do for you, please let me know. Dallas J. Moore @mrdallasjmoore @SocialRepublick www.socialrepublick.com –Ames, IA

Many candidates can look good on paper and talk a good game, but neither can guarantee that individual will be a good fit with the agency's culture. You've developed a valuable system for ensuring that your hires have the desired attributes. Of course, it's also essential that an agency knows its own strengths and market position in order to establish such standards - which yours obviously does. Technetium Advertising & Web Design www.technetium.com –Orlando, FL

Dear Meredeth: Well put. I've always told clients that branding is an "external expression of an internal reality", which focuses on delivering the brand promise: http://adage.com/cmostrategy/article?article_id=142468#comments-59220 It nice to see you value the same things. maybe I should work for you? :-) W. Everett Hauck, III Brand Evolutionist http://xeesm.com/EverettHauck/ –Indianapolis, IN

Sometimes, however, an agency of one also writes "their" when they meant to write "there." Shall I fire myself for not having hired a proofreader? –New York, NY

I think, perhaps, in addition to the six attributes, there is an essential seventh attribute needed for good employees. For lack of a better term, the attribute is "Sheep-like." All agencies need sheep who will generate more income than they are paid. All agencies need hard working sheep whose productivity will make up for the dead weight of the 50% (if they're lucky) or so unproductive sheep. All agencies need gullible sheep who will be motivated by brand promises and company spirit instead of being paid what they deserve. All agencies need risk-averse sheep willing to dilute the talent and brilliance of the individual mind for the greater "good" of the company mind. All agencies need these sheep, so their top management can have their luxury cars, their vacation homes and their kids' college educations fully paid for. All agencies, that is, except for the Agency of One. An agency of one does not waste time with brand attributes and corporate-speak. An agency of one writhes free of their sheepskin, attracts their agency's most lucrative client(s) with their pure, unfiltered talent, and goes off on their own to give that client much better work. An agency of one knows they alone can do the work of 27 sheep, and do it 27 times better, 27 times faster, 27 times cheaper, and yet charge their client almost the same as their old agency did. The agency of one knows that when their are things they alone cannot do, they can contract out for that work, just like their old agencies do, but they can pay those contractors more and thus get even better results. The agency of one knows they will earn as much as their individual talent and hard work deserves, without filters, without compromise, and without dividing the spoils. How do I know this? I think my user name says it all. –New York, NY

Great post. If you're looking for talent, the VCU Brandcenter in Richmond, VA is fueling the advertising world with some talented and passionate folks. –Richmond, VA

Well said. Your values are terrific as well. Ray Rubicam built on that exact strategy -- sadly, Y&R has lost its way. –long island cit, NY

mikethg, Repeating yourself does not make your point any more relevant. Just a brief encounter with some of the experiences stated on the pages of this blog should convince the most brain dead observer, that the motives for exclusion of certain audiences that has plagued Madison Avenue for years have little to do with business acumen and everything to do with marketing myopia and plain, old-fashioned ignorance. Of course if exclusion is part of a company's vision and that vision is shared by their agency, then your point is well taken. http://RelentlessCreativity.com –LOS ANGELES, CA

Is there anyone out there who can bring something new to this same old tired value proposition? So what if there are more Hispanics in this years's Census? What are those folks doing for a living? Where do they live and where do they want to live? How do they feel about public education? How many cars are in their household. What do they use the Internet for? This language/cultural/ethnic segmentation model is so old it creeks. Ms. Cartagena, Story is one of the most innovative new generation agency business models out here. What new ground is Story breaking in this arena? Give us something we can use. Don't waste our time with topics that could be pushed out by anybody with a cultural affinity to sell. Inspire us. http://RelentlessCreativity.com –LOS ANGELES, CA

Thanks for the post, Chiqui. Race and ethnicity and cultural identification are complex matters, freighted with emotion and prejudice. Most people are not comfortable discussing these issues and that's where the trouble begins, I think, because these are deep issues that no one can afford to ignore. As a matter of politics, culture and commerce, it is a fact, as you say, that the fabric of America is changing. We are becoming, increasingly, a Hispanic-influenced culture, particularly in the fastest growing parts of the country. Whites with European ancestors, once totally dominant in our culture, are becoming a minority. So the day is coming when ignoring Hispanics will be the same as ignoring America. I don't think there are any marketers or politicians out there who want to throw away America as a market or a source of votes -- so they better wake up. –NEW YORK, NY

MannyG62 - As a young marketing exec for a Fortune 100 company I spent years working in Latin America so, trust me, I know Hispanic marketing. I have a deep respect for Latin Americans, especially Mexicans, for their kind spirits, love of family, great sense of humor and their tendency to look in someone's heart before they look in their wallet (we anglo Americans do the opposite). I enjoyed every day I spent working in Mexico and other LATAM countries and still have many friends from those days on both sides of the border. For years I have contributed my time and money to an organization called Project Mercy that builds and donates homes in the shantytowns of Tijuana so that families living in despicable conditions can greatly improve their health and quality of life. We're a group of middle aged white capitalists (gasp!) who have come from all walks of life and been blessed enough to be able to turn around and bless others. We put up the money for materials and drive nails in the slums of TJ several weekends a year so that others may have a better life. So, no, the word Hispanic doesn't turn me off. Nor does it turn off anyone else I know. By the way, here's the link to Project Mercy's website (http://projectmercy.net/pm_main.html). We'd sure appreciate a donation as the recession has hurt our efforts and especially hurt the underprivileged people in Mexico. Just for the record my name is Mike Harris and my company's website is http://harconllc.com. –DEL MAR, CA

@mikthg, Glenn Beck...is that you? the tone of your comments give off the same level of frustration. Implicit in Chiqui's comments, which you have so roundly ignored, is her suggestion that marketers are in business to make money for their shareholders. Secondly, she suggested marketing to a cross-section of segments, not one in particular (or did the term "Hispanic" set you off?). Your hypothetical example are at best laughable. At the end of the day, it is about being held accountable to your shareholders. Today, McDonald's shareholders are a lot happier than Burger King shareholders. Why? Because McDonald's invests handsomely in multiple multicultural/diverse consumer segments. Sometimes I feel like Burger King is still focused on getting anorexic Anglo folk to eat burgers. McDonald's is a responsible marketer. This is a free country, so if you want to ignore the increasingly diverse America that is your prerogative. But please don't claim ignorance when your shareholders are aiming for your head. –Miami Beach, FL

What's your point? To make such sweeping generalizations is irresponsible, at best. Even if the study you cited is accurate I can think of many reasons why companies would not want to target Hispanic audiences. I can also think of many reasons why companies would not want to target audiences that are Caucasian, Asian, African American, Jewish, Protestant, atheist, working class, middle class, upper class, teenagers, Milleniums, GenX'ers, Boomers, Seniors, prison guards, bricklayers and so forth. A company that's truly responsible to its stakeholders will segment its market carefully and spend precious marketing resources in campaigns that align the company's vision with its targeted marketplace. Does a medical device company market to prison guards? Does $.99 Only Stores have a store on Rodeo Drive? Does Hannah Montana market to NFL linemen? For you to state that marketers are "not doing your job as a marketer well" if they're not marketing to Hispanics, or any particular group, shows an astounding lack of general business acumen. –DEL MAR, CA

Well written Chiqui. I couldn't agree more. It is just plain ridiculous for 82% of marketers to say that they have no plans to start or ramp up existing Hispanic marketing efforts. Whether they call it a Hispanic, Latino or an emerging market boom; it will not change the fact of what is happening in terms of growth in these communities. Lets hope the Census numbers knock some "marketing" sense into people. -David Mesas –MIAMI, FL

Ironic that the corporate and agency marketers who are in love with the 1:1, personalized aspect of social marketing don't (or won't) embrace emerging markets. –Whitestone, NY

Cool execution, but will it work? Or will it make people feel like they just played a "house the homeless" video game, and let them move on without actually addressing the problem at all? –New York, NY

Social is only going to get bigger and bigger (and I love the Crazy domains vid...) –Sydney, NS

Pedigree's nicely done video (#2 on the chart) rips off another nicely done video featuring dogs in slow motion on a gray background: http://bit.ly/12pYVI –Chicago, IL

I love how babies in commercials is always a safe bet if you want a successful ad campaign. While the majority of these videos don't promote anything truly new, rather repackaged products. The one video on this list that should be taken a very close look at is the XBox Natal Project. Think Wii with no controllers meets the future technology we all imagined 20 years ago. Natal will most likely be the push the sets XBox clearly apart from other gaming systems. http://kineo.squarespace.com –Chicago, IL