Twitter: Hard Hitter for Better or for Worst

Who says word of mouth is shared at the pace of snail mail? Out of all the different types of social media (SoMe) out there today, I believe Twitter is the most effective in getting the word out quickly than any other source. This "gift" from technology is a double-edged sword making it both good and bad for brands.

Let's take Motrin for example. Using Twitter Search I looked for "Motrin" mentions on Friday, November 14th and Saturday, November 15th. One page of results come up with statements such as these:Then someone surfing the Internet comes across the new Motrin ad posted on its website.

Unfortunately for Motrin several moms find it offensively patronizing, which began the negativity buzz on Twitter. After sleuthing around using Twitter Search the earliest "tweet" about the ad is from crunchygoddess on November 15th at 10:28PM EST and the buzz picks up from there. Within my circle of followers and following, I received a "tweet" shortly after 5PM EST on November 16th sharing the news and now it's my turn to pass it to you. Below is a video montage that was posted to YouTube after a fellow Tweeter (KatjaPresnal) learned of Motrin ad at 11:07PM EST on November 15th.

Video Credit: Katja Presnal

Result:(1) The word is spreading requesting folks to boycott Motrin and the products of its parent company Johnson & Johnson. (2) Kathy Widmer, Vice President of Marketing for McNeil Consumer Healthcare, responded to concerns about the advertising on the Motrin website. See email to Katja Presnal for actual correspondence. (3) Motrin's website is down as of November 17th at 2:36AM EST and has been down for several hours now as they take steps to remove the ad from the website. Evidently, the brand felt it was better to take the entire site down that to have people bogging down the server and aid in the spread of negative buzz. (4) Motrin has spent thousands of dollars to place a magazine print version of the ad and now is taking steps to remove it from circulation. Unfortunately for the brand, this will take longer since it is currently on newsstands and in distribution. (5) In this season of pink slips, the Twitter question of the moment is "will those responsible for this blunder get their own customized version?"

Lesson to Learn: Use your target audience as a sounding board BEFORE you launch a new campaign or decide to try a new tactic. Talk to them and listen to what they have to say. If you don't seek out the true subject matter experts, folks will definitely get the buzz going in the way you would prefer to avoid. They say bad publicity is better than no publicity, but in this case...I think Motrin would beg to differ.

Overwhelmed with Joy

Horns are honking in Virginia (it's estimated that 80% voted today) and I wish I had one to blow too!

I am so surprised at how emotional I have become with the realization of this amazing moment. I am literally crying with happiness of being able to witness history in the making...election of the first African American President.

Let's pray for President-elect Obama and give him the graces he needs to guide America forward and return her to her former greatness.

On January 20, 2009 I will be in Washington, D.C.. I hope you will join me.

Go Obama!

Job Search -vs- Company Search

It was refreshing for me to discover there is at least one person at the VCU Brandcenter using alternative methods to make himself known and is doing it in ways that do not involve creative or team based competitions. (See Drop the Job Search, Start a Company Search by Les Green) It was an added bonus that he is a fellow CBM. This is a great example of "a little thing" a person can do in his or her spare time that has no requirements or deadlines. It may sound corny, but I'm proud of Les' accomplishment and look forward to reading more articles. He is DOING what others have only thought about and for that he is an inspiration.
Below was written by me after reading Les' article and the comments related to it...

I was lucky to have learned early in my career it is not worth the time or energy to continue in a position that doesn't make you happy. Therefore, I wholeheartedly agree with Mr. Green.

Although I understand the perspective of Mr. Crandall, I do not agree with his assessment that Mr. Green's advice is for the longer-term. Everyone should consider the company first and job second. It helps in the short-run, long-run and even when economic conditions are not so favorable. Why? It's less stressful knowing that you are where you want to be versus worrying about rent, loans, the crappy job, your boss seeing the lack of interest in the crappy job coming out in your work, job security, the job you wish you had but didn't have the time to look for, and your friends disowning you because they are tired of hearing you complain about all of the above.

Yes, as a person who will graduate with her masters in May 2009, I am concerned about keeping up with my financial responsibilities. However, I am more concerned about diligently identifying companies that can help launch a career. Is it easy? No, but it is definitely worth it. I'm keeping my eye on the broader picture. I may only stay in my first role after graduating for a couple of years, but if done right I hope to stay with the company for many years to come.

Female Workplace Attire

This Today Show segment is a little dated (Fall 2007), but I thought it was an interesting topic for discussion. Click here for Video

In the workplace, should a woman be responsible for keeping a man's focus on her face?

My thought is no. The woman, just like any man, should dress appropriately for the environment in which she works. Once you have attire that fits the workplace, add your own flair that represents your personality. You don't want an office full of clones and you should have to be responsible for keeping another person's hormones in check.

Photos: Hillary Clinton (politician), 1Epiphanee (marketer / blogger), Helen Mirren (actress)

Can't wait to hear your thoughts.

On The Hunt - Independent Study & More

I've been trying to figure out what my focus would be for my blog post election since for the last several posts the topics that sparked an entry was about the pending presidential election. Well, I believe I now have a couple of topics.

The first is what I learn as I move forward with my job search. The other will focus on my independent study project that will officially start December 1st and go through early May. I've included a description of the independent study project because I am still searching for a company for whom I could help solve a marketing problem. I hope you will help me by suggesting some companies who may be interested in benefiting from this program.

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For several years, VCU Brandcenter graduate students have contributed to businesses and non-profit organizations as part of our independent study program. This program requires each of our Creative Brand Management students to complete a semester-long marketing project for an outside client in order to graduate.

Typically, there is no cost to the organizations who participate in this program and they can put to use the outstanding work that results. In past years our students have tackled serious projects such as these:

• Conducting research and developing a strategy to accelerate the growth of Genworth’s Long Term Care insurance line.
• Identifying new avenues for growth for an organic pet food company.
• Crafting a plan for DICK’S Sporting Goods to increase growth within minority communities.
• Developing strategies for outreach for a regional hospital.
• Helping a national office furniture retailer target new customers.
• Developing a social media strategy for a global educational marketer.

Each of these projects is supervised by a team of VCU Brandcenter professors, including Founder & President of O'Keefe Brands, Kelly O'Keefe, along with former Martin Agency CEO, Don Just and the Martin Agency’s Chief Strategic Officer, Earl Cox.

This is one of the programs that has helped make the VCU Brandcenter the #1 ranked graduate school of advertising. I hope you will consider participating.

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I hope you will help me by suggesting some companies who may be interested in benefiting from this program. Feel free to leave your suggestion in a comment or email me privately here.

A flawless campaign...brands should take note

Out of the seven elected presidents during my life time so far, I am old enough to remember all of the campaigns beginning with Reagan's first election. You have to admit no matter what your political beliefs may be, Obama has been running a rather impressive & progressive campaign.

Most recently Obama can even be found campaigning on Xbox 360.
Is Obama's campaign persuasive enough to influence the vote? Well at least one person thinks so...

"The Obama campaign is just incredible… Who would have thought of this? I am a registered Republican BUT what the heck… I’ll vote for Obama. If he runs the country the way he’s run his campaign, things will only get better." - Terry Andersen, posted on Gigaom

Voter Disenfranchisement - 2000, 2004 and 2008???

Thanks to a dear friend bringing today's NY Times article to my attention. The article describes how tens of thousands of voters in at least six swing states have been removed from rolls or blocked from registering.

States’ Actions to Block Voters Appear Illegal - NYTimes.com

Verify Your Voter Registration

Not all states have online voter registration verification tools. If your state doesn't, you'll need to call your county election official to verify your registration. (We've included links to all relevant contact information). If you need to, you can look up your county here.


— Submitted by me as editorial comment to the NY Times on October 9, 2008

My immediate thought was "not again"! 2000, 2004 and now 2008? The fact that this is happening in the swing states is highly suspicious. One thing I do not understand is for a law/act that was put into place in 2002...why are states just now enforcing it (or trying to figure out the process) DAYS before an election? Shouldn't they have already created a process and gotten the bugs out in last 5-6 years with the help of local elections?

It angers me tremendously to learn the Republican party is trying to stop people from voting in Ohio. Yes, this is definitely a sign of a maverick. A maverick whose thinking (add entire Republican party to this) is COMPLETELY removed from that of the general population.

Please, please, please make everyone aware of this excellent piece of investigative news done by the NY Times. Not all news sources try to get relevant, timely and useful information to the public. Encourage and motivate all you know to check with the county clerk BEFORE Election Day to make certain their voting rights are secure. If you are able to vote early, DO IT so you will still have time before November 4th to correct any wrongs that may happen at the voting booth.

Sometimes Life Is Just Plain Funny

If you haven't been watching the last 3 weeks of Saturday Night Live (SNL), you need to immediately go to YouTube or NBC. com and watch what you've been missing. Everyone needs laughter in their life and Tina Fey as Palin is able to make anyone laugh each and every time!

SoMe Creativity

As I was prepping to watch the Vice Presidential candidate debate last night, was determined to have the ability to have a discussion even though I was at home alone. My Social Media (SoMe) of choice - Twitter & Facebook. The added benefit? Current.com had partnered with Twitter to sponsor "Hack the Debate". If you decided to watch the debate via Current.com/tv you see as many debate related tweets as possible in real time.

I attempted to participate in "Hack the Debate," but I believe the number of Tweets were probably more than even Current / Twitter realized they would get. This caused a downside where it appeared the several of the the tweets were not as real time or relevant to what was being spoken about by time they appeared on the computer screen. In general, the idea is fabulous and I look forward to next week's debate to read what other Tweeters have to say.

Great Idea!

Some people think watching grass grow has no merits. Others see it as pre-game entertainment.


As found on Creativity....Note: The ECD is a VCU Brandcenter Alum.

While you wait for next week's Monday Night Football, watch the grass grow.

With an enclosed sponge, grass seed packet and paper cut-out ref, goal posts and football, Monday Night Football fans get grow-it-yourself mini-fields for their desks.

Full Credits

Client: ESPN
Agency: Wieden + Kennedy, New York
Executive Creative Director: Kevin Proudfoot,
Todd Waterbury
Creative Director: Derek Barnes,
John Parker
Copywriter: Eric Steele
Art Director: Stuart Jennings
Print Producer: Paul Rattoballi,
Stacey Moorehead

I don't get it....

I watched the new spot for Microsoft and just don't get it. Other than the last fraction of a second at the end the spot doesn't mention, reference or have anything to do with the brand. If it weren't for Bill Gates, I wouldn't have any made the assumption that Microsoft had anything to do with the spot.

If the strategy is to keep people guessing, confused or puzzled, it was right on target. If the strategy was anything but that....I need a little help figuring it out.

Does anyone know if there are other ads that will complement this one to make it all understandable?

We Are The Ones Song

Couldn't resist...plus I like the song. Thanks Pops for sharing the link with me.

History in the Making

On August 28, 2008 history was made similar to the history made on the exact same day in 1963 45 years ago when Dr. Martin Luther King, Jr. delivered his “I Have A Dream” speech.

On August 28, 2008 history has been made and I was lucky enough to be alive to have experienced it first hand. Once again August 28th will go down in not only Black History books, but ALL history books...every single one of them. However this time I was able to witness it, remember it and savor it so one day it could be shared with my children.

If you don't already know or haven't a clue as to what I am talking about, I'd like to introduce the 1st African American accepting the presidential nomination...Barack Obama!

Michelle Obama - 25 August 2008

Amazing speech....there should be no critics. It is extremely rare in this day and age for the love a family has for one another and the sincere conviction a person or group of people have for a cause to come through so well. I doubt anyone will see or more importantly feel anything remotely similar at the other convention next week. This is why the Obama brand is so strong & inspirational.

The Professional Hook Up

If you're not familiar with the website, you should be. I have been able to "connect" with almost 400 people. My contacts have assisted in introducing me to more people that eventually led to face to face discussions and meetings.



As demonstrated in the video above, I've used the site to ask questions that helped me on projects. I'm now using it to learn about the different paths a person can take and still remain in the world of advertising. The value of this site has not been completely uncovered by me, but as I explore a little further each time I wonder why I haven't gone deeper sooner. I plan to use the site to help me obtain recommendations for potential employers and gain an inside look at certain job opportunities. Further down the road, I see LinkedIn as having the potential to help me build partnerships and align with industry experts in addition to becoming one myself.

If you are familiar with LinkedIn, tell me what you like and don't like about the site as well as what you think is missing that would make it that much better. Your thoughts will be useful as I move to learn more about social media especially sites that aren't in the same category as a MySpace or Facebook.

In fact, in addition to LinkedIn comments, let me know what social media sites you think are hot and which ones are not. Don't forget to include a little info that supports your thought.

Still Smiling even when summer's winding down

For the last several days I've been thinking about positive & constructive advice I've gotten regarding my blog. I enjoy sharing my experiences and learning from the responses I receive from those who read about them. I am not perfect, but I do my best to be honest with myself and others.

As I approach the start of my final (2nd year) at the Brandcenter, I hope you will continue with me through the valleys and the peaks of what I call my 'failure can't stop me now' life phase. (Don't ask me why I've name this phase as such...it came to my head and I took a liking to it :-)

I look forward to the conversation or silent companionship along the way.

So Long, Farewell...

This has been quite a summer of discovery and as a result I feel it has been successful. There was definitely a combination of peaks and valleys, but I enjoyed every step along the way. Every lesson learned will only make me a stronger, better advertising professional.

Live, Learn & Move On

This was the week for final creative presentations. After an entire month of working on this intern project, you would have thought the team would have had grown breaking, revolutionary ideas to show for it. NOPE! This was a disappointment for me [particularly because I wished I was able to have thought of something truly amazing (rev. 8/5)].

Once again in a group of 7. This time the departments represented was post-production - editing & music (2), art direction (1), finance (1), planning (1) and account (2). The team was originally gung-ho until we had our first creative review and learned that none of our ideas were interesting enough to capture the attention of the creative team we presented to that day. This was the beginning of the end. If I didn't know before, I really know now that lack of motivation, especially for us beginning in our careers, is a killer of creativity. Every meeting we had someone would mention how our ideas weren't good and how the agency wasn't going to use them anyway so why go through the effort. I tried and tried, but I couldn't figure out a way to turn the ship around so it wouldn't remain in the land of doom. I admit...I almost succumbed due to the constant negativity.

To make a long story shorter, I'm happy the second internship project is over. In general, I know you live, learn and move one. This is one experience of many that will help me become a stronger advertising (any industry truthfully) professional.

Lessons learned

This must be the summer for change. The account director decided to jump ship and head to another agency to man a technology account. One of the things I am learning about the ad biz is that to move up more times than not you have to move out.

Below is a quote I am going to make my mantra. It was a simple thought I had when responding to an email where the person wasn't certain I would have "fun" doing certain work.

Fun is not what I am looking for…it’s the experience I seek. If I enjoy the experience, the fun will come.
- Nerissa Marbury

As long as you give me credit, feel free to use it for I am quite proud of it myself.

Slow & Painful

The great part this week is that the team now has an Account Exec and an Assistanct Account Exec.

The bad part of this week has been lack of things to do. Why? Because there is now an AE & AAE on the account to do the things I was being given. So sad...less time and work for the intern.