And if/when shopping centers and stores want to attract women customers who want/need to shop but can't get out or have better things to do, they can offer rapid order fulfillment (in-store shopping & delivery) within 30 to 45 minutes (instead of 3 to 10 days)...plus it reduces the normal 30% return rate from regular online shopping (not home, changed mind). More info on my blog at http://thenowmall.blogspot.com –MIAMI, FL

no present, just a kiss? he'd better be getting more than just a kiss, maybe he will find a different pink thing in his stocking –Fredonia, NY

It's hard to tell what retailers know or don't know about shoppers for this season. Opinion Research recently released data that showed interest in using social media for shopping this season. Yet very few major retailers seem to recognize this in their use of that channel. http://weplayintraffic.com/2009/11/17/facebook-humbug-retailers-take-a-pass-on-social-media-site-this-season/ –Chicago, IL

It seems to me that there is a big opportunity for these ambassadors to engage with the people in the country they'll visit through social media. They could organize meet-ups with locals and make real connections with their fans. It would also be a bit strange to me to see 'happiness ambassadors' gallivanting in the poorest or war-thorn countries with a Coke in their hand. Why not volunteer in these countries and do some good? –Vancouver, BC

Where are the storytellers at Coca-Cola? Kudos to Clyde Tuggle for trying to get TCCC's communications group into the 21st century and more closely connected to marketing. That said, this "experiment" still feels more like a traditional top-down, heavily governed, tightly constrained "lead from the head, not from the heart" marketing initiative than a true ground-breaking social media effort. I wouldn't expect much from this campaign externally -- no great PR lift, certainly no increase in sales. It's value, if any, will be lessons learned internally. As others have said, this idea just isn't tightly coupled to brand Coca-Cola. It's too unfocused and lacks any real spirit. It doesn't help that the program is based on a specious theme. "Open Happiness" has always struck me as pretentious. Coca-Cola isn't "happiness" -- it's a simple, ephemeral pleasure. Nothing wrong with that. I look forward to my Coke Zero every day. But it sure as heck doesn't bring me happiness. The previous theme, "The Coke side of life," was even more detached from the brand. I completely agree with the comments that suggest TCCC highlight its good works, either through this campaign or as part of a much larger, more comprehensive initiative. Providing clean water to a community suffering a natural disaster is something TCCC does everywhere in the world, including the U.S. Its multiplier effect on local economies is well documented. There is indeed much "happiness" that Coca-Cola has contributed over the years. But that message needs to be woven seamlessly into a larger communications tapestry. What's lacking is a good story. In my mind, that's been TCCC's biggest issue since Roberto Goizueta passed away. So much effort has been spent on leadership issues that the company has effectively lost a decade. No doubt that there are highly talented people everywhere in the business. But an important element is missing, and I really think it's centered on the inability to craft, target, scale and effectively deliver a compelling, authentic and relevant story. It's a damn hard thing to do. Yes, getting social media right is crucial. But despite all the technological advances in media, the medium is still not the message (or at least not the primary one). Clever delivery mechanisms are useless if conveying hollow marketing-speak. Oftentimes we get caught up in the technical and empirical aspects of marketing and business and neglect the basic task of turning a dry value proposition into something appealing and "sticky." In other words, a story. Brian Gaerity Landenberg, PA –Landenberg, PA

I would agree that all this evaluation of the campaign is premature. The value of any social effort is not in the top-down push of communication, but in the resulting discussion of the audience in response to the effort. Coke is taking a chance using these content generators (people) as a vehicle for starting conversation. The only way to evaluate success is to see how the brand creates and engages in the venues of conversation that result. I actually give them high marks for not being too structured with this out of the gate and not forcing draconian promotional or brand strictures. If I can be critical of anything, its that the effort doesn't seem broad enough to engage enough audiences. Bloggers are about micro audiences, so I would think they should have had a much bigger team of travelers. But really, all it takes is one compelling story to go viral and we'll all be trotting this sucker out as a case study in a few months. ;) Bob Knorpp Host of The BeanCast Posts every Monday @ http://beancast.us –Greensboro, NC

I think the popular sentiment is quite clear and in fact that is Social Media - most of us do not believe in this idea. I am surprised though how plans like these could cut across layers of marketing thought and not be questioned! And that too what's slated to be Coca Cola's big push.. Deepak www.drizzlin.com –Mumbai

Willywa: I (almost) never respond to or engage bloggers who don't fully reveal who they are. In this instance, I am, because you really get it. You understand key components of the DNA of brand Coke. Save for a few bloggers here, who are on to it, you alone, are spot on ... in my not so humble opinion. After over 50 years involvement with brand Coke, and personally having six gold Clios, including one in the Clio Hall of Fame, I think that I can spot the real thing when I see it. You are it! Mike McDonald Co-founder, McDonald & Little, Atlanta –Atlanta, GA

It's so interesting to see the expectations the term "social media" immediately raises. Here are two additional thoughts: 1.) maybe with all this travel the folks at coke will see first hand the impact of selling flavored HFCS to emerging economies and think of better strategies to grow revenue 2.) here's great advice from those very smart folks at Trendwatching.com: "Smart brands choose to be facilitators and support meaningful self-fulfillment so people can create their own happiness. Savvy consumers in advanced economies know the difference between brands who want to SELL happiness and brands that want to FACILITATE happiness. And they will endorse those brands that help them find and create happiness within themselves, in whatever STATUSPHERE they may find themselves." You betcha! –AUSTIN, TX

I think many of the comments made are slightly off the mark. Although social media should provide a platform for people to socialize, creating that at the outset of this campaign could potentially kill it's momentum and distract focus from Coke's theme. I think engagement should be achieved first via the social links (twitter and facebook on the x206 landing page). Once the dialogue and engagement begins to 'teem' over from the other established social assets and channels, then curating a community on the x206 site is appropriate. Still... at the end of the day the finding happiness theme does fall kind of short. They don't really give us, the audience to care about any of the characters involved. –los angeles, CA

Calling this a social media campaign is like saying it's a viral marketing campaign. It ain't social if people don't socialize about it, and it ain't viral if it doesn't spread on it's own. I think this is one brand that should stay OUT of social media. If I tell someone "I'm going to have me a Coke" the most common response is "you shouldn't drink Coke, it's bad for you". I don't want to hear that! So I don't want to talk about it. But I DO like seeing all those old print ads that show Santa drinking a Coke. Coke is one of the world's top brands, and it could become one of social media's first REAL casualty of the social paradigm... –Culver City, CA

I am a little lost with what Coke is looking to establish here. It would appear to be nothing more than a presence in the world of social networking. I really think they missed a great opportunity here. Instead of trying to find some level of happiness...they should have sent out the same three people (although maybe with varying ages) to report back on the good that Coke does in the community. Why not report on Social Responsibility? Why not show first-hand positive results? The concept of Social Networking is that is gives people the opportunity to speak out or for, companies they believe in. Why not start the conversation in a truly positive way? Hopefully, Coke sees the light before this implodes upon itself. –Toronto, ON

Interesting project...However, since our concept of happiness changes with age it seems 5 trekers rangeing from 20 something through 60 something would prove to be more compelling and provocative. The generational findings of the journeymen, and women, would surely serve to further invest fans in the journey. As complicated and expensive as this will undoubtedly be it seems foolish to cut out a vast segment of coke drinkers and potential coke drinkers who truly couldn't care less what 20 somethings find in 206 countries. Whereas, comparing what a 20 something finds with the findings of a 50 something would certainly add another dimension to the entire project. P.Hitt Oh Mr. Tuttle, it just isn't possible to have too many ornaments on a Christmas Tree...one instance where more is definately better. –TYLER, TX

Maybe they can hit up South America and Compare Coca Tea with Coca Cola... sort of like a taste test. I hear it goes good with lime... –Burlington, ON

And this program is going to help to increase Coke sales how? –Simi Valley, CA

So, I guess "My Coke Rewards" must be yesterday's version of Coke's biggest social media push. Huh. –PELHAM, NY

Lots of cynicism to this project, which I think is a bit premature. This is purely an announcement of concept, and has clearly generated a big reaction already, so if the purpose of social media strategies is to get people talking, it seems (at this stage at least) to be working.. As with so many things, the success of this campaign will lie in its execution, and what they do with the content generated, and how this is then integrated with their other activity. It's certainly a brave step, but how authentic this will be is not yet clear.. Colin Mansell Big House Interactive –Vancouver, BC

I am on board with Jonathan Whitbourne as well. This seems more like an exercise in how Coke can organize digital marketing efforts globally. My hat is TOTALLY off to them for that - they are tackling some enormous issues. Coke: It sounds like you have created a very expensive "social object" with a very limited range of willing participants and no real forum for the back and forth between you and your consumers. You are giving some tweens and teens something to talk about that might interest them. But... they are hyper-aware that you are marketing to them and they likely have much more relevant things to discuss than three kids selling Coke. Ultimately, how compelling your content is will determine the success of this. Content that becomes compelling enough to generate viral/social success is extremely rare. Ryan Duritsa –Chicago, IL

I can't WAIT to follow the travels of people I DON'T know while they search for their OWN happiness... –Tempe, AZ

The biggest story here will come from inside: the collaboration between the communications, public relations and marketing teams; development and refinement of social media policy as the unknowns become known; the grip and release of message "control" as community builds and dialog increases. Lot's to learn from the brand of all brands as they "expand the brand." It'll be thrilling to watch this play out. –Chapel Hill, NC

I thought social media was supposed to be all about the customer, customer conversations, customer generated content, blah blah blah? I must have fallen asleep during chapter 2 of Social Media for Dummies... –New York, NY

This seems like a really brilliant strategy for me. I assume they are trying to reach a younger, wide-eyed and ready to travel/save-the-world millenial generation. And speaking as one, it worked. I am intrigued. traveling to exotic places vicariously through these 'reporters' and Coke is brilliant. I think they should have had a contest for who got to go. I would have been all about trying 206 countries in a year. That is going to be EXHAUSTING but amazing. I am interested to see how fans react and interact with the journalists. Suggestions seem plausible but I think there needs to be a more direct ability to influence. Maybe a voting mechanism? Anyways really interesting. Kristin http://www.redshiftagency.com/ –Richmond, VA

Throughly agree with Jonathan Whitbourne. Coke need to engage the audience and the examples he gave of ways to do this are spot on. Social marketing is about reaching out to people and listening to their conversations. Ethical marketing is a big thing right now and there are an increasingly large number of people who are recognising that how they spend their money and the products they buy can have an impact on many other peoples lives. One other way that Coke could spread happiness is by having the ambassadors promote ColaLife (http://www.colalife.org/). I would buy Coca-Cola if I knew that I wasn't just buying a drink but was spreading happiness to others. Coca-Cola talk to Colalife. –Frodsham

Correction in last sentence - Listen, talk lightly or you could accelerate brand irrelevance. –FRISCO, TX

Truthfully, I'm predicting that Coke's new social media push will deliver results somewhere between ho-hum and disastrous. The reason: What would compel anyone to follow these three 20-something globe-trekkers, especially when the purpose of their travels isn't clearly defined or, quite frankly, compelling. My advice: Infuse this campaign with a social conscience. In other words, change the slogan from "Open Happiness" to "Spread Happiness," and have the three Coke ambassadors engage in acts of charity—such as helping to build schools in impoverished areas, bring clean water to a rural African village, or raise awareness for Operation Smile (or other like-minded organizations). In short, make us care about your travels, give us an emotional connection, a reason to tune in. The television show "Extreme Makeover" is wildly popular for two reasons—1) everyone loves a good makeover, especially on the scale perpetrated by this show, and 2) we're emotionally invested in the families for whom these houses are being built (we get to know them, we're sympathetic of their circumstances, and, as a result, we root for them passionately). Coke needs to incorporate this type of humanism into their Expedition 206 campaign. Otherwise it'll be nothing more than an excessively expensive, logistically challenging PR stunt that will do nothing to move the needle. Jonathan Whitboure Editorial Director Parents Network Custom Media –New York, NY

Michael G is dead on. And does Generation Earbud (something has to follow millenials) really care about global this and global that? CEOs of global companies care about that, and this smacks of a CEO telling his/her creative teams to combine "our global presence with a compelling TV show for the kids like The Amazing Race." Yawn. Although things will get decidedly more interesting (hostile) when the audience is taken around the world only to discover the secret to happiness always includes an icy cold bottle of Coke somewhere within the perimeter of the scene. –St. Louis, MO

Sure, it is easy to say the campaign should be about the real thing, or finding authenticity, or things that go with Coke. But that is besides the point, it is about losing control and yet still setting the tone. That is the secret to quality collaborative storytelling. Also, focusing on the outcome is not really what it is all about, it is about the interaction. (As in life too.) Here in Canada, Dorritos integrated the crowdsourcing of a new flavour and commercial at the same time. The end name and commerical were marginal, but the campaign metrics showed a huge success because of all of the interaction, conversation and SALES the conversation generated. -- Axle Davids @1day1brand | http://distility.com –Toronto, ON

Brilliant idea and completely jealous about the social media people that are going on the trip. However, Coke mustn't forget that the aim of social media is to interact with the community- the strategy around this campaign tends to be very one sided, where all messages and communication are coming from Coke. I will be very interested to see how well these social media "gurus" are going to interact with the "average joe" on the street. –Cape Town

I got one.... Why don't we ask folks on the street if they have noticed Coke's incredible price hike in the last year. 1 year ago 20oz of Coke was .99. now the same 20oz bottle is 1.49 (at least). I bet not a single diabetic, sugar-hazed Wal-Mart shopper even notices as the pay 50% more on their EBT card. Now thats a profitable campaign. Why do anything? –Nashville, TN

This is typical big agency stupidity which screams a total misunderstanding about how to use social media to its fullest to build relationships between brands and consumers. Social media is all about enabling conversations between consumers, putting the thoughts in their minds, the words in their mouths and tools in their hands to share with each other the key messages that build true lasting brand equity. This idea is just 206 reasons why Coke and their stupid agencies do not get social media and never will. Another nail in the coffin of the dead agency business and the walking dead marketers who follow their blind guides. –NORWALK, CT

I would agree with Mr. McDonald. The "Open Happiness" slogan is too tired for Coke, especially in a marketing with increasing competition. A different slogan and a different take on their target market, particularly overseas, might actually further their brand awareness and market share. –London

I agree with other people that have commented that the campaign is not that relevant. Perhaps Coke should do a "retro" campaign by sending these three people around the world and each person's "mission" is to "teach the world to sing". Meanwhile the public could submit videos, competeing with the 3, to see who can get the most number of people at one time - singing the famous Coke song. Maybe even a prize for the song sung in the "stangest" place. Or, the person who submits a video with the song sung in the most number of different languages, wins. –Kitchener, ON

Apart from the allure of a worldwide adventure, I'm not sure the campaign is that exciting. Obviously this will heavily depend on the extent that the ambassadors can captivate and capture the world. I think we generally have a good idea of what makes people happy; obviously it means different things to different people. It will be interesting to see if the team actually arrives at any new insights into happiness or if this will end up being a 206-country Coke-fest. I'm also interested to see the extent to which this crowd sourcing will influence their itinerary. The fact that the campaign is forcing a number of global markets to develop their social and digital media strategies, which is a great thing for both Coca-Cola and the individual agencies. Oftentimes the central media strategy for big companies are decided in key cities and then adapted to other markets. In this case, the communication channels are predetermined (though there will be technical considerations for cities with insufficient infrastructure) and will therefore push slagging markets into new media. I've posted more about the campaign here, if you're so inclinde: http://bit.ly/1ChvLu Cheers, Jackie –toronto, ON

Congratulations to Coke for identifying the need for social media objectives, although mostly undefined, social media strategy, albeit off the mark and equipping their team with all digital platforms including the smart phone. The bottom line; Social Media should be Social. It's quite possible there is more to the plan than revealed here. But as this report reads, there is nothing social in this plan. Three people running around the globe in search of happiness does not give a voice to customers. Furthermore speaking to customers vs. having customers speak anti-social messages, is self-defeating. There is nothing on the site or in the article that provides a platform for customers to provide feedback and opinions. A good insight for all marketers, listen to your customers and provide a platform where they can be heard. Listen, talk lightly and accelerate your brand's irrelevance. Rodney Mason, CMO www.moosylvania.com www.twitter.com/rodmoose –FRISCO, TX

interesting article. I found a great game for my iphone - Road Slot –LA, LA

now real thing can be something compelling, not sure to what extent it can be extended globally. something to be explored perhaps. but citing advertising as a major reason why coke per capitas are down? are you kidding me? how about people becoming more educated and understanding that cola is bad for you, people switching to other things to drink. what i constantly remind clients is that we're only 4 to 10% of the budget, why are we 100% of the problem? coke makes more than 2/3rds of sales are overseas. it's like other vices, let's get poorer less educated countries to love this stuff like our people did 50 years ago. just like smokes –Minneapolis, MN

Like: Coke is accentuating an important differentiator--its truly global presence-- with this social media initiative Like: Coke is integrating tightly between marketing, PR, corp comm Suggestion: I don't see a spot for fans of Coke to share in the experience of finding happiness (or perhaps its not visible yet), aside from voting/submitting suggestions. How about people sharing their own hidden happiness? They can attach to Coke's shared value in their own relevant way (what's a shared value? http://mlcwideangle.exbdblogs.com/2009/10/23/what-are-consumers-really-loyal-to/) Suggestion: Coke might scale the finding happiness social experience by putting it at the center of its integrated planning. I wrote a series of blog posts describing how marketers can do this here: http://mlcwideangle.exbdblogs.com/2009/10/12/nothing-to-lose-but-your-chains-touchpoint-planning-in-the-social-media-revolution/#more-94 Pat Spenner Managing Director, Marketing Leadership Council –ALEXANDRIA, VA

Searching for "happiness" is akin to one searching for the Fountain of Youth, Shangri-La or the Garden of Eden."Open Happiness" is a weak, generic, tired, feckless theme for the brand, Coca-Cola. It fittingly replaces the baffling and absurd slogan: "The Coke Side of Life". Better this intrepid band of schleppers should be searching for authenticity, as in the "Real Thing" or better still, finding how "Things Go Better With Coke". Then they would have a better chance of making this caper relevant to to a meaningful and memorable brand building communication. Since the late seventies, Coke has lost its magic and with New Coke, in 1985, its authenticity and credibility, as well. Fortunately for them, Pepsi has stumbled badly as well, in more recent times. This is a major reason why Coke per capitas are down in North America and why cola (Coke and Pepsi) is declining as a category in share of the total soft drinks market. Thanks to their food service prowess with customers such as McDonalds, Coke has indeed found the Fountain of Youth. Mike McDonald, Co-founder, McDonald & Little, Atlanta –Atlanta, GA

yeah, people never talked about brands or products before "digital media"...never. @Markus: "what people USED to sell as direct marketing" ? you're saying direct marketing is no longer in use? or that you are just making a wild statement? –New York, NY

Digital and social media have absolutely changed the face of the marketing game, and scale has become less relevant over time. But the true issue is not money, or even impact of the creative. The true issue is that people are now having conversations about brands and products in the on-line space. Digital and social media are the pathways, but the brands who innovate ways to create two way conversations with consumers (and commit wholeheartedly to discussing the bad along with the good) will see substantial gains. http://www.jumpstartautomotivegroup.com/opinion/blog/2009/11/18/who-knows-the-consumer-best/ –San Francisco, CA

Scale definitely matters less in the paid media area and agree that it still comes down to the power of the idea. You can still buy your way to success but it's costing more and perhaps not as sustainable as in the past. Depth, connection and context matter much more now than breadth, eyeballs and exposure. On the other hand, scale still makes a big difference in terms of distribution and retail presence...although that ground is shifting as well. Exciting times. –NEW YORK, NY

Instead of "social" vs. "scale," doesn't it come down to the size and significance of the idea? Ideas drive the content and content drives the conversation, no matter what the media. - Chris Brulatour http://meetgiantbob.com –Scottsdale, AZ

Chill Kevin. What people used to sell as Direct Marketing was just personalized innterruption advertising. Truly Social Media ist the first to enable REAL conversation between brands and customers on a massive scale. - Markus Roder http://twitter.com/markusvonroder –San Francisco, CA

Chill, Axle. Direct marketing got there first. –New York, NY

Jack, Damn right scale is failing. The entire advertising model is based on having the scale to interrupt people. Interrupt them in public. Interrupt them in private. This mental model sees the world as a captive audience. What few people realize is that permission + sincere conversation kills scale, one mind at a time. And that the new social networks are the propellant for moving from one mind to the next, friction free. -- Axle Davids @1day1brand | http://distility.com –Toronto, ON

Backseat creative direction... car should have exited closer to camera so we could hear the crunch of it running over the tv. –Irvine, CA

very nice. now if only they had a car that didn't look like it was from the 90s. –Tampa, FL

Anyone know if that was shot at Lake Louise? –New York, NY

Brilliant execution... the call of the loon at the finish is pitch perfect. –SAN FRANCISCO, CA

Great spot. Love the attitude of the guy. Takes care of business, has a glance at the mountains to the left on his way back to the car. Nicely done. –Calgary, AB

Brilliant. MAMUS ACTA NON VERBA! –New York, NY

As the publisher of a "REAL Man's" Lifestyle website, I say bravo, boys, bravo! Now pass me my cigar and scotch while I scratch myself during Dirty Jobs. Tommy Z . Publisher, PlanetZman The Last Great Bastion for REAL Men http://www.planetzman.com http://www.twitter.com/planetzman –Oak Ridge, NJ

Nice. I would love to learn the "terms of the deal." Rich Sullivan http://redsquareagency.com http://twitter.com/redsquareagency –Mobile, AL

What? No Sham-Wow??? Oh well, there is always "Heidi" –New York, NY

not sure if this is a sign of recovery or not. the superbowl, if we're all completely honest, is one of the few times that anyone (who is not being paid to care) is truly interested in the ads. if you have the money, by all means advertise. it will work, not like the other times, where it's just an interruption. –Minneapolis, MN

What constitutes a "scam"? I'm still seeing those weight loss, teeth whitening, make money from home and muscle builder ads on the Google search/display network. –San Jose, CA

This is about time! I am so happy to see Google creating this type of anti-scammmer policy. I wonder if Yahoo! Search Marketing and Microsoft Adcenter will start to institute this type of policy. I sure hope so. Nick Stamoulis http://www.brickmarketing.com http://www.searchengineoptimizationjournal.com –Medford, MA

I think Facebook better start following the same policy. "Get a free Mac laptop for filling out this survey that leads you through 700 pages and never, ever ends." Getting annoying over there... Tommy Z . Publisher, PlanetZman The Last Great Bastion for REAL Men http://www.planetZman.com http://www.twitter.com/planetZman –Oak Ridge, NJ

This is very beneficial to adversiters, consumers, and Google. As a consumer, I would feel more confident in using Goole's search engine, and fewer reservations about clicking on any of the ads. As an advertiser, it seems that my ads would have more credibility because consumers will have more faith that my ad is not a scam or malware, thus increasing their liklihood of clicking on it. And for Google, preventing the loss of users mean more search advertising revenue in the long run. Google already has editorial guidelines in place to prevent discouraging its users from using its search engine. Disabling the accounts of perpitrators of scams and malware is a very similar concept of disabling an ad for violation editorial content. Everyone benefits from this new policy. –Dallas, TX

They should be a part of AICP Digital which has been working towards the same goal. –tokyo

Great story -- thank you for sharing this, Ann-Christine! –Lafayette, LA

What a great article, thank you. It appears business is getting back to basics with customer service. Imagine if business never lost its vision of customer service-maybe the economy would have plugged along in prosperity instead of greed. I would be interested in Umpqua's business and how other banks could follow their lead. I decided to fill a void when I heard California and other states were banning plastic bags. I however, decided the customer should be able to customize their bags to their taste not generic bags and I number the bags with our own label. See samples at http://www.v1-p.com/custombagsbyeme.html My choice fits in with your comment, 'Trends research provides the context for the design process and ensures that the experience created is right for the consumer...' Thanks again for the great article. Designs By Eme –Citra, FL

wise design I agree--people are missing the point. Anybody who's read Esquire in the last decade knows what the deal is. Lighten up people and enjoy your life for chrissake. Oh and Patrick, nice (lame) blog you have there--and you're complaining about what publishers are putting between THEIR pages? –SALINAS, CA

Rough crowd, wheres all the fun? –Medford, NJ

I love the cuecat reference. –Pittsburgh, PA

As a designer and techy thinker and adopter, this just seems ho-hum. First off, I don't want to install any more software than I have to on my computers. Secondly, this seems like a wistful plea to get a digital tablet/reader so that magazines and newspapers can truly innovate. There's practically nothing innovative about printing on paper (except for technological advances on the printing press side). Grade: A for effort, C- for consumer benefit resulting from effort. –New York, NY

Amazing they didn't learn from Ralph Lauren's recent 10 step QR fiasco. info on that here: http://www.dmdxd.com/blogs/post/222-kiss –New York, NY

If only magazine publishers spent more time concentrating what went between the covers... instead of gimmicks on the covers. http://www.thelintscreen.com –ATLANTA, GA

It's nice to know J&J is making money off of this H1N1 epidemic. Most people can't be certain whether they have the H1N1 strain or the old-fashioned flu as our doctors and school nurses are advising all who are ill to stay at home and wait it out. A helpful website for those of you who are on the fence: telldrbob.com/swineflu. It will tell you within 5 minutes what your risk level is. –Minneapolis, MN

Call me Monk, Howard or Felix (many do) ... It's good to know that more people are washing their hands these days. Hopefully this important matter of good personal hygiene and behavior will stick after the H1N1 flu thing blows over. bcrandallnyc@aol.com –East Rockaway, NY

It'd be interesting to read what the manufacturers are doing to take advantage of H1N1. Are they alluding to H1N1 in marketing materials? Are they diversifying the line of products to gain more market share? Daniel Faintuch www.amarketersview.com –Cleveland, OH

There are some very interesting lessons to be learned about the DNA of brand equity, and the value of package design, from the different redesign approaches taken by Tropicana and Minute Maid. I discuss these in my blog entry called the epigenetics of brands at, http://tiny.cc/SWkBO –SOUTH NORWALK, CT

It's great to see that the redesigned packaging focuses on images of the fruit. Having the content clearly referenced in the packaging gives the product a simple and clear identity that no other image can achieve. Yes, it's a less sophisticated approach, but probably more effective. Daniel Faintuch www.amarketersview.com –Cleveland, OH

Great sponsorship role for Infiniti. "Spectacle" is one of the best shows on TV and must viewing for anyone with an interest in music and how it's created. Elvis Costello is the perfect host with knowledge, depth and soul. Every interview has been enjoyable, interesting and memorable. "Spectacle" is a great alliance for Infiniti-- pursuing excellence by sponsoring it. http://www.thelintscreen.com –ATLANTA, GA

Um, the newsstand losses were no larger for BT than for the others. Like the airlines, travel magazines have seen a reduced interest in travel across the board. The websites' posting very good numbers relative to its competitor set. See compete.com, etc. –Brooklyn, NY

Fascinating. I think you'd have to be crazy to invest in it though. The key figure that jumped out to me here was the newsstand sales drop (a huge one!!), really the only figure that Newsweek couldn't artificially bump up. I liked Budget Travel a lot when it first started. But then it seemed to lose its way, and I don't know any travelers who still use it. I think most hardcore travelers are now going to the National Geo pubs or Travel and Leisure. Shame though. –New York, NY

Bob, I withheld writing you after your sophomoric "D-Bag" rant, hoping that someone would have brought you in from the ledge or perhaps chucked you overboard. But now your idiotic reflections on everything "Bob", really have no place--because they have no value. If the industry is trying to find new and more diverse talent--and if I am a recent Latina who graduated from high school and is considering a career in Advertising, what do you suppose my take on you would be? After all, you are a storied columnist and mainstay in the ad industry, and I/she would likely end up reading some of your work. Now, do you suppose she would consider your ramblings as a great industry with tremendous upsides, coupled with unique and challenging hurdles which a new generation can conquer and call their own? Or do you think she might sum up the industry as a place where crabby old white guys complain and yearn for the good old days, when everybody tuned into the 6:00 o'clock news, and see an ad? Look, their world is challenging enough, and if there are a couple of things that the industry should realize if they want to cut through the career clutter and garner the horsepower of the next generation. I have learned a few things from you Bob, and so rather than explain those here, I will wait to see your response. If my statement were untactful, write me. If not, I may see you sometime...but I guarantee it won't be on the ledge. –Wheat Ridge, CO

Restructuring, re-engineering, re-invention as an end supplier to the business its all welcome. –kc, MO

Nowhere in your article do you explain what procurement is. –Washington, DC

Great interview! The biggest challenge is to get all the relevant special interests aligned in such a way that all benefit. Problem is compensation packages sometimes cause groups and individuals to behave in ways that benefit themselves short term, but not the goals of the Brand and Agency long term. This is even more so during poor business conditions because workers might feel their jobs might be eliminated so why take a long term view. And the long term view is that all parties should be partners not adversaries. These are much deeper than customer-vendor when it comes to this industry. Of course sending boxes of chocolate to soothe things always works! –Los Angeles, CA

Working with Procurement can be somewhat challenging at best. The key is for the client to act as a liaison between Procurement and the Agency, educating Procurement on the needs of the marketer and the Agency on Procurement requirements. Many times issues arise simply through lack of knowledge. At the end of the day, both Agency and Procurement should have the best interests of the "client middleman" as their goal. –Clemmons, NC

Interesting article but one point confused me "we have to invest in the top talent from a diverse range of backgrounds because I don't believe the media business should be hiring media people if we're trying to drive business and marketing solutions" Is she seriously saying that hiring people with a background in media to do a job in media is a bad thing? –New York, NY

I congratulate Ms. Comonte for learning how to work cooperatively with purchasing and I do agree that our clients have a role in helping to balance that relationship. I hope that some of the purchasing buyers read this interview and take her wisdom to heart before more of the agencies they use to tout as "partners" close their doors. –Troy, MI

Insightful observations that speak to the procurement process. Having worked with procurement officers the challenge is transparency without bias and engagement with the agency buying process. Evangelize the effectiveness of your organization, educate the participants in the procurement process, embrace a balanced and fair compromise and enjoy the ride. Paul Benjou Industry Blog: www.MyOpenKimono.com –New York, NY

Hey Marc, Great article and application of the Take the Stairs principle and concept. Thanks for the compliment of including it. Your 2nd point is a great one. It definitley takes discipline to let people go. As with any intention of discipline, having a long term perspective always helps. Although it's a seemingly tough decision to make as a manager/leader to make someone move on, it's easier when we focus more on what is best for that person in the long run. Thinking about what's best for them is much more effective than thinking about what's best for our company or our purposes. I wonder if your readers wouldn't agree that we almost always know that people should move on to be successful somewhere else LONG before we actually ever cut the cord. When the decision is about us we hesitate to make it because we fear the confrontation which hurts both us and them. But when we're 100% making a stand for what is best for that person it often becomes resolutely clear to both parties that it's best for them to move on as soon as possible. Again, as with all intentions of discipline it's understanding the pain paradox that the short term easy leads to the long term difficult; while the short term difficult leads to the long term easy. Taking a stand for someone to move onto a position that might be better suited for them has always seemed to help both parties through that tough decision. See you in the stairwell, Rory Vaden http://takethestairs.wordpress.com –Nashville, TN

Good point about embracing change, Marc. And I totally agree with Daniel on the need to educate clients on the change. Once tough choices are made, and clients are educated, it is critical that all client-facing folks consistently embody what they agency claims it is now about. Client-facing folks are the "face" of the agency. EVERYTHING they do -- however big or small -- impacts clients' perceptions of the agency. They need to embrace and appreciate this power and make sure they are constantly forming positive client impressions that lead to ever-improving client partnerships. http://www.TellYourClientsWhereToGo.com –Cincinnati

I agree. Short cuts never seem to work out for the best. There are those lucky few who seems to get ahead without doing the work. But they always fail in the end. Kristin http://www.redshiftagency.com/ –Richmond, VA

Great article. After changing the agency internally, I believe the next crucial step is to educate the clients to understand and appreciate what the agency has become. One simple reason as to why companies don't evolve is because they think their customers don't expect, don't want or don't care about change. It takes a strong vision and a strong commitment to promote and implement change in all fronts. Daniel Faintuch www.AMarketersView.com –Cleveland, OH

he is greedy....like enron chmn....so what is the difference between madoff and the people who robs u .... –stafford, TX

Anyway I do like Twitter. I found a great game for my iphone - Road Slot –LA, LA

Appreciate the comments and kind word or two. Fully agree it's a personal medium. And that said, there's plenty of opportunity to create more engaging interactions with people behind products and services we buy. There are examples, both human and branded if you will, where it works. CP –Birmingham, MI

Nice piece, Chris, I'm glad we follow each other ;) To a few of the points here, I think brands tend to forget or simply overlook the fact that Twitter is indeed a people tool, or a conversation engine. When you also consider that 10% of Twitterers produce 90% of the tweets, the quality issue becomes more and more apparent as adoption and attrition are inversely proportional. Basically, use of the platform is a balancing act, one that requires patience, frequency, and most important, thoughtfulness and transparency. Any brand entering the "Twittersphere" or social networks in general should consider the "20%" or "One Fifth Rule" of engagement: - Casual conversation (putting a human face on a brand) - Customer service & product feedback - Lifestyle affinities & added informational value - PR & marketing - Promotions & redemption Keep in mind that direct marketing, promotions and redemption are risky and programs such as the one Dell has run are pretty much anomalies, so real, 1-1 dialogues are key. Hopefully, Twitter will continue to work on improving its feature sets so that things like spam and search can bring out more of the kinds of conversations each of us want, and, so that brands can continue to connect with the people that are willing to sell their goods and services for them. Gunther Sonnenfeld @goonth –Los Angeles, CA

I love your opening line. I feel the same way. –azusa, CA

I share the same love-hate relationship with twitter as Chris. I've recently gotten involved in twitter and am utilizing it for my own personal networking and updates. I believe social media, and especially twitter, is a creative outlet that businesses should take advantage of the opportunities it has to offer. I'm shocked to see that of the top Fortune companies, 26% are using twitter as a news feed. I agree with other comments that twitter is not a news feed, but more people oriented. Twitter is made for people, and the message companies send out over social media should be to promote their product or service to people. Therefore, companies should strive to target certain relevant communities of people. They can achieve direct marketing, and build their brand by basing communication on people. Companies fail to realize the full potential twitter has. Companies should focus on social media to build customer relationships, by listening to feedback and observing behavior. 76% of companies utilize twitter infrequently, this can really hurt a brand or service image. It may lead consumers to believe your company is incompetent. Social media continues to grow, and companies should strive to grow at the same pace. Twitter allows companies to get right to the point, with just 140 words, it's a great way to promote the desired brand image. –prairie village, KS

So Brands are infrequent users of Twitter, so are the "users." As I pointed out on my blog in July, Nielsen Online found that "more than 60 percent of U.S. Twitter users fail to return the following month" Is Twitter just a fad that's ready to burn out, read more at http://www.emarketingdashboard.com/2009/07/is-twitter-destined-to-go-way-of-other.html –Eden Prairie, MN

BTW, why doesn't AdAge link the username of a comment author to their website? If you allow us to place a link in the text: http://www.aidantaylor.com Why not auto-link our usernames? While we should comment to provide depth and breadth to a discussion, it would be nice to receive traffic from those that are inspired to learn more about us and our companies. –PHOENIX, AZ

Well said jelefant - those who see Twitter and Facebook as distractions need to adjust their perspective. These tools have become rich communication channels. The classic tweets about what you had for lunch (a safe way to dip a toe in the social waters) are giving way to meaningful, long tail discussions. If we don't encourage our people (employees) to engage in social media now (as people first, company representatives second), they won't have the opportunity to learn the new rules of online social etiquette while the communities are forgiving. The same social missteps that are forgiven today, will be treated more harshly tomorrow. With that said, companies have a duty to provide guidance to their employees via a well-crafted, enabling social media policy. A living document, best kept on the corporate intranet, that encourages participation while cautioning activity that can cause damage to both the individual and the brand. Oh, and to take the phone concept one step further, when your employees engage a prospect/customer within social media - it's not just 1:1, it is 1:1 on a stage in front of possibly hundreds or thousands of potential customers. What an opportunity!!! –PHOENIX, AZ

In response to Jean above and to compound on what TomLimongello suggests...use the term "Twitter" like you would "phone." Who at your brand would be best on the phones speaking with clients? Also, the phone is a tool not an arena. Twitter is a tool, not an arena (as it seems to be now, but that's a trend). You could quit the phone, but would you? Use Twitter to match your goals. –Indianapolis, IN

Sometimes a name says it all. Twitter, as in twitter away your time, is just another well known vehicle that forces industries to have a presence there just because its Twitter. Apple managed to reinvent itself by creating innovative products not because of its social media marketing skills. http://proudtoliveinamerica.com –Ft Lauderdale, FL

I totally agree with @jelefant, and it is built for people. Brands that can effectively leverage spokespeople and sports brands can use Twitter lists to make the people on twitter speak for their brand, those that do not have people can use events, which although are not a constant presence can be useful for a particular brand campaign. –New York, NY

I have to say, I've been playing on twitter for almost two years now, and it's sad to see the decline in quality that's going on. So many brands are using it poorly. Twitter is NOT a newsfeed, and I'll be honest; I immediately unfollow most brands who only use it as such. Twitter is supposed to be a place for people to engage with each other. Any company that doesn't respond to responses on twitter (and it's a lot) should stop using it completely. How much longer to people think twitter will last as a powerhouse media? I know a lot of people, myself included, are considering leaving it. Jean –Marlborough, MA

Twitter isn't built for Brands, it's built for people. I did a loose study of brand twitter accounts vs accounts of individuals who work at those brands. As example, the account for Suzy Tonini, the Manager, Member Firm Global Online Communications for Deloitte, has 3,373 followers. The Deloitte GLOBAL account has 2,615. People want to listen to and communicate with other people. Brands should empower their people, through a company social media policy, to use these new channels. –Indianapolis, IN

I'm surprised to see that only 9% would be using Twitter as a customer service channel. It seems that not enough businesses are utilizing Twitter for listening and instead concentrate too much on spreading their message. –Marion, IN

Toms Shoes are very popular among our demographic. This organization is a great example of social responsibility. Toms Shoes also allow creatives and graphic designer to put their own spin on CSR. As a student designer and journalist, I realize the importance of being able to contribute to CSR causes. Not only does CSR help the greater good, but it also increases brand strength. Tom Shoes has been an innovator in CSR and global cause-marketing. –Lawrence, KS

Oh yes...I agree that Porsche should be livid that consumers will be blindly confused and associate the elite German car maker with the "most hideous fashion statement" of the past century. You'd think that they're lawyers would be too busy chasing those ambulances on the Autobahn... Tommy Z . Publisher . PlanetZman The Last Great Bastion for REAL Men http://www.planetzman.com http://www.twitter.com/planetzman –Oak Ridge, NJ

catch a falling knife... –New York, NY