SERVING UP THE WHOLE EGG

Going back, way back in time, when I was an elementary school student, we referred to our classmates (and adults) who were really, really smart as “eggheads.” Irwin Chimerin, our PS 163 class valedictorian (1960), was an egghead. Einstein was an egghead. I’m an egghead too, but not because I’m particularly smart. I’m a different […]

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FASHIONABLY DIFFERENT

What do you know about Ralph Lauren? Do you know he’s an iconic American fashion designer? Certainly. Do you know that his birth name is Ralph Lifshitz? Probably not. Do you know that he’s built a multi-billion-dollar global company? Maybe – Maybe not. What’s there to know?  Ralph Lauren, the man and the brand, is […]

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WHAT’S “MARKETING?”

I’m a career marketer. I’ve been at it for more than 45-years. During this time, I have held every position in marketing and handled every kind of marketing situation. So, one might say I know something about marketing. At the start of my career, my birth family and childhood friends would ask, “Richie, what do […]

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KEEP YOUR EYES ON THE (ADVERTISING) BALL DURING SUPER BOWL LIII

Following the football during Sunday’s big game will help you track your team’s progress down the field, into the end zone, and through the uprights for a score. But, if you want to see who’s scoring with advertising, in the grandest adstravaganza of the year, where each :30-second spot costs >$5-million just for the air […]

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HOW TO TALK WITH CREATIVES – PROVIDING DIRECTION

Coach – a vehicle for transporting people to a place they cannot reach on their own. When it comes to providing direction to agency creatives, or anyone whose work you are invited to assess and contribute to, it is far better to coach than evaluate. Evaluation is about identifying what’s wrong with the work whereas […]

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HOW TO TALK TO CREATIVES – THE OVERVIEW

“Tell me short and tell me true or else my dear to h*&l with you.” Worldwide Creative Director Agency account personnel often take the role of translators for clients responding to creative work. I was often troubled whenever they attempted to come between me and the creatives. I was never into playing the telephone game as […]

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HOW TO HANDLE A COMPETITIVE ACCOUNT

An account has been identified as “competitive.” What this means is that they do not carry, use or prescribe your brand. They, instead, carry, use or prescribe one of your competitor’s brands. Hence the label “competitive” account. What do you do? Any marketer and sales person worth her/his salt knows that what you do is […]

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MASTERCARD – USE OF THE LOGO

A friend and marketing colleague asked me what I thought about the new MasterCard logo. Like me, he’s a big fan of MasterCard given their success in pro-sitioning the brand to propel significant growth over the past 20-years. Quite frankly, I think I might have been enjoying the holiday festivities far too much because I […]

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THE TWENTY WORST THINGS A CLIENT CAN SAY TO ITS AGENCY

I recently sat down to have a beer and a burger with two friends. One is a top-notch marketer and President of a FMCG (Fast Moving Consumer Goods) division. The other a very savvy, former division GM of an ad agency. Both are marketing professors at the Northwestern Medill School of Journalism. We got to […]

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WHAT ARE YOU DOING FOR YOUR BRAND TODAY?

Bob Townsend, one of my former bosses at Johnson & Johnson, whom I admire greatly and learned much, would boldly barge into my office every morning, ignoring my closed door (as I would attempt to shut-out distractions to think and plan my day), in sartorial splendor with a custom fitted double-breasted suit, starched white monogramed […]

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