It hit me for the first time about a month ago.
I was sitting in a meeting. Nothing terribly out of the ordinary. I took a sip of coffee. Looked down at my notes: mostly doodles. Tuned back into the discussion. The meeting was a brainstorm about the 2012 Lucky 13 internship process. Nuts-and-bolts stuff; how the website should look, registration specifics, that sort of thing.
Wait a minute. Lucky 13? It started to sink in. Wasn’t I just applying for that internship? It felt like just weeks ago I was agonizing over whether my latest tweet was funny or stupid (note: it was stupid). That obviously couldn’t be, though. I knew where to get coffee, so I must at least have been working here a while…
In reality, I’d been working at Campbell Mithun ever since I started the Lucky 13 internship last summer—seven months to the time I’m writing this. Time had flown, I’d been hired on after, and I’d been either too busy or too excited to really reflect on how it all came to pass. After that meeting though, I had a little perspective.
How odd it feels to be on the other side of that coin. How lucky, for lack of a worse word, that I should now get to be a part of the Lucky 13 process from the inside, after going through the application myself just a year ago. In a way, I get to give back to the program that gave me so much. In another, I get to appreciate the inner workings of the process while the memories are still (relatively) fresh in my mind. Truly a fortunate circumstance.
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To the applicants: I know all too well how badly you want this chance. I know how thoroughly you’ll be obsessing over your applications. I know how dangerously intimate you will become with your Twitter profile. I know because I was in your shoes just a short while ago. But hang in there; if I would have known like I do now just how amazing the internship would be, I would have wanted it even more.
A word of advice to take or leave: be yourself and speak your mind, that’s how we’ll get to know you best, which is probably the most important thing. Above all else, have fun! What other job allows for cat videos to be submitted as part of the application?
I can’t wait to read all of your tweets—I have no doubt I’ll be impressed (and afraid you’ll take my job). At that, I wish you all the best thing I can, given the stakes:
best of luck.
- Vince
View Talkinar invite and register: http://bit.ly/xWspab
MINNEAPOLIS – Minneapolis agency Campbell Mithun will host a live-streamed online conversation about the new Sharing Economy trend and its implications for marketers. The interactive Talkinar event includes a panel of experts from organizations currently tapping this “collaborative consumption” movement as well as agency leaders who will release results of Campbell Mithun’s just-completed quantitative Sharing Economy consumer survey. The agency partnered with Carbonview Research to conduct the national study.
Guests will watch the conversation via live-streamed video and can participate via online chat or #talkinar on Twitter.
| Topic: | The Sharing Economy: Are Marketers Missing Out? |
| Date: | Wednesday, February 8, 2012 |
| Time: | 1-2 pm (CST) |
| View invitation / register: http://bit.ly/xWspab | |
| To participate: On event day simply visit www.cmithun.com/talkinar | |
“What better way to learn about the Sharing Economy than to share in an interactive discussion with people representing all sides of this movement?” said Campbell Mithun president Rachael Marret. “Marketers have for the most part observed this trend from the sidelines; it’s time to understand it and identify implications for our clients and our industry.”
Panel of Experts
The following discussion hosts will provide from-the-trenches points of view and respond to questions and comments from online Talkinar participants:
| • | Lee Aase, director of Mayo Clinic’s Center for Social Media: Lee will address how sharing information on a business-to-business platform supports Mayo Clinic's brand objectives. |
| • | Ellen Apel, marketing manager, NiceRide MN: Ellen will offer the viewpoint of an organization powered by consumer sharing. |
| • | Micki Krimmel, founder and CEO, NeighborGoods: Micki will participate remotely in the live chat, sharing an expert POV about the consumer-sharing reality. |
| • | Lynn Franz, director of strategic planning, Campbell Mithun: Lynn will present new proprietary consumer research on the Sharing Economy and reveal insights important to marketers. |
| • | Rachael Marret, president and director of integrated client services, Campbell Mithun: Rachael will guide the discussion and weigh in with the marketer's perspective. |
In addition, the conversation will include video comments from Vijay Iyer, vice president of corporate communications at OnStar (sponsor of RelayRides) and Kyle Coolbroth, founder of CoCo (co-working and collaborating space).
About the Talkinar Series
Campbell Mithun developed its live-streamed Talkinar series to host open and interactive conversations about current issues in the advertising and media industries. Featuring live-streaming video content, live polls, and both chat and #Talkinar streams for audience participation, the events take place at www.cmithun.com/talkinar. The agency has tackled Talkinar topics including: “Media Myth Busters,” “Web 3.0: Empathetic Brands” and “How to tell your brand story in a 140-character world.” Campbell Mithun will host three Talkinar conversations in 2012 (February, June and October).
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Editor’s note: this piece originally appeared as Dec 22 post on www.theMplsEgotist.com | |
| 1. | I learned from my wife of 33 years that a husband can’t just say the same thing over and over again only louder and call it effective communication. Neither can a CEO. |
| 2. | I learned from the CEO of one of our clients that collaboration, one of today’s bigger business buzz words, doesn’t mean consensus. Effective collaboration means managing diversity. |
| 3. | I learned from managing a diverse organizational culture that people require a simple, clear idea that captures their collective ambition or purpose. Maybe our country needs one from the President. |
| 4. | I learned from the president of my alma mater that understanding and living your core values liberates you from seeking the myth of a balanced life. It works like that old ad bromide, “Give me the freedom of a tightly written brief…” |
| 5. | And finally, I learned to write more briefly. Because we’re living in a 140-character world. |
-- Steve Wehrenberg, CEO
Computer-generated blizzard makes for a much easier “snow shoot”
MINNEAPOLIS – Winter suddenly storms into Campbell Mithun’s idyllic “Snow Globe” spot with a shake, shake, shake – and is quickly put in its place by a Toro snowblower. The spot conveys how universally victimizing a blizzard can feel and, for those with a suitable snow machine (Toro brand, of course), the joy of restoring control. It all happens in just 30 seconds and without the use of one real flake of snow.
“Our daily routines get upset when we get blasted with a snowstorm – look at last year,” said Reid Holmes, executive creative director for Campbell Mithun. “So in a lighthearted way, we wanted to remind people to be prepared, a Toro will make light work of the inevitable snowstorm.”
Typically, snow sets must be heavily dressed or require a large investment to move a crew and product to snowy locales – and a budget must plan for unpredictable weather and snow conditions. Other than the product shot done on site at Toro’s in-house studio, all creative and snow production in “Snow Globe” were developed with computer-generated imagery. Campbell Mithun partnered with Gravity for the CGI work.
“Not only is the snow globe an effective creative approach,” said Rob Little, director of marketing for Toro’s Residential and Landscape Contractor Businesses, “but it solved a huge logistical challenge for us: how to control the costs of filming a snow-throwing spot, which actually is very technical and, not surprisingly, subject to weather factors beyond our control.”
Instead of demonstrating an actual snowblower throwing snow, the spot presents the product’s power with the sound of the “snow plume” hitting the globe’s interior glass (yes, we’re talking about a snowblower inside a snow globe). The sound works in contrast to the initial calm, music-box-like sound treatment that opens the spot.
“Snow Globe” will run through mid December in major markets located in the nation’s heaviest “snow belt.”
Agency Credits
Chief Creative Officer: Heath Rudduck
Executive Creative Director: Reid Holmes
CD/Copywriter: Joe Stefanson
CD/Art Director: Randy Gerda
VP/Director of Integrated Production: Kathy DiToro
Producers: Bill Smallacombe
CGI Partner: Gravity
CEO/Chief Creative Officer: Zviah Eldar
Director/Head of CG: Yuval Levy
Head of Production: Karen Bianca Bisignano
Producer: Russ Dube
Production Coordinator: Kelly Benenati
VFX Editor: Marc Steinberg
CMO/Executive Producer: Bob Samuel
About Toro
The Toro Company is a leading worldwide provider of turf and landscape maintenance equipment, and precision irrigation systems. With sales of nearly $1.7 billion in fiscal 2010, Toro's global presence extends to more than 80 countries through its reputation of world-class service, innovation and turf expertise. Since 1914, the company has built a tradition of excellence around a number of strong brands to help customers care for golf courses, sports fields, public green spaces, commercial and residential properties, and agricultural fields. More information is available at www.toro.com.
Campbell Mithun’s new Land O Lakes® Butter campaign asks consumers a big question: “Do you know where your butter comes from?”
The sweet cream in Land O Lakes Butter comes from fresh milk produced by Land O’Lakes Cooperative farm families across the country, of course. But why tell people when we could show them? We decided to film two Land O’Lakes farm families, located just a mile apart in central Pennsylvania. Despite Pennsylvania’s severe flooding and threats of washed out bridges, we set off to talk butter and what makes it great.
A Simple Plan
CM would capture footage for the new online campaign as well as longer interview segments for the Land O’Lakes website.
With limited budget and time, our production would be modest; we would do the shooting/directing/recording ourselves.* And we’d do it in one day. We had a Canon 5D Mark II, a basic field audio package and crossed fingers for the rain to stop.
Lights, Camera, Moooooooooo
We knew it was a good sign when we woke up to sunlight. Our luck continued as both families graciously let us take over their farms, one in the morning and one in the afternoon. They put up with things like wardrobe suggestions, tedious attempts to manipulate natural light, and being asked to repeat their answer because the cows were too loud.
Both families had young kids who politely did what we asked, though we suspect they would have rather been playing with farm kittens than hanging out with advertising people.
Both families were honest and insightful when discussing hard work, raising children, and being part of something important. More than one CMer got a little teary during the interviews. And it’s hard to wipe your eyes when you’re holding a boom.
What We Learned
· Cows don’t care if you’re recording sound; they’ll moo when they want to.
· Farm families face the same challenges as all of us, like getting a meal on the table every night.
· Farm dads are uncomfortable wearing make-up. But it makes their daughters giggle.
· Scrapple, a meat-based breakfast delicacy to Pennsylvanians, is an acquired taste.
· Land O’Lakes farm families work every day to produce a product they’re proud to put on their own table. And that’s what makes Land O’Lakes butter so good.
After a long day, we were tired, dirty and thrilled with everything we’d captured. And as hard as farming is, the Land O’Lakes families were happy to get back to it.
*CM’s production crew consisted of Heath Rudduck, CCO (shooter/director); Randy Gerda, art director (boom operator, if you can call resting it on your head “operating”); Richard Pizarro, editor (2nd camera guy); Bill Smallacombe, producer (sound master/caterer); Peggy Arnson, writer (interviewer) and Lisa Greenberg, account director (team-wrangler).
-- Peggy Arnson, associate creative director, cow-shusher
Note: this post presents content from a speech given by Steve Wehrenberg at Augsburg College on November 17.
Some don't believe it, but "truth" and "advertising" do belong in the same sentence. Even though the general public and many in the business community itself disagree, you can find truth in advertising. And more importantly, there should be more truth in advertising. Because, actually, in advertising nothing works better than the truth.
Your skepticism is documented: Surveys show that nearly one third of people "don't trust the information in any kind of ads" (Mintel Attitudes Toward Traditional Media Advertising and Promotion, Sept. 2010) and that 38 percent of folks would rate as "very low" the honesty and ethical standards of ad industry professionals (Gallop Honesty and Ethics Ranking, 2008).
But truth – universal truth, human truth and not lying for a higher truth – actually shapes really great advertising. You know what I'm talking about. You've been affected by a truth-tapping ad yourself. It's what makes brilliant creative work so brilliant.
Steve Wehrenberg presents “Can you find truth in advertising?” at Augsburg College Strommen Executive Speaker Series. (Video courtesy of Augsburg College.)
Before we talk about how that kind of truth lives in advertising, and how advertising captures truth, let's start with a basic definition. Webster defines truth as "fidelity, constancy; sincerity in action or character; fact." The definition appears rational.
But in the real world truth is much more complex, because people are complex and truth is personal. One person's truth is another's lie. People constantly frame and re-frame truth. We marketers call this "positioning" – the presentation of something based not on objective external factors but, rather, on selected factors chosen to shape a reality.
Language gives marketers power to construct positioning: consider the difference between using the following terms to describe the exact same house: "executive home" or "McMansion." The descriptors shape a relative interpretation and even can deliver a value judgment.
All this relativity provides lots of fodder for creativity. So back to truth in advertising. Let's explore three manifestations:
| 1. | Universal Truths = Myths |
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Myths live as those dreams, passions, values and beliefs that swirl around in our collective unconscious. They're part of storytelling and tapped by advertising. Archetypes represent true characters in myth: the Hero, the Magician, the Ruler, the Explorer, the Outlaw. Brands often tap these myths to tell their stories. Think of Jeep: the Explorer. Harley-Davidson: the Outlaw. Or Disney: the Magician. | |
| 2. | Human Truth = Insights |
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An "insight" for advertisers is a truth hiding in plain sight. Galileo put it well: "All truths are easy to understand once they are discovered. The point is to discover them." Great advertising makes these discoveries; it finds these insights. And a lot of intuitive people in the business dig deep into our culture, attitudes and product benefits to uncover insights. The famous "got milk?" ads are based on the insight that people drink milk with things: cookies, brownies, PB&J. Our recent Toro "Snow Globe" ad is based on the insight that "winter comes fast" and people enjoy conquering the chaos of a heavy snow. Very true for us in Minnesota. | |
| 3. | Not Lying for a Higher Truth = Ethics |
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In spite of universal and human truths, the industry often seems slippery and weasel-ly. Why? Because some in the business choose to lie for a perceived "higher truth": the bottom line, a quick sale, a flash of attention. These breaches of trust are bad for all of us. Consider the recent ads pulled in Great Britain: Lancome, for too much airbrushing of Julia Roberts; and, more recently, Marc Jacobs, for presenting minor Dakota Fanning too provocatively. In our industry, we constantly face three big ethical issues: deceit vs. accuracy, profit vs. protection, and obfuscation vs. transparency. The marketplace today values credibility as much as creativity. A high ethical standard is a business imperative. We must lead the way. |
Advertisers and marketers, we can hold our heads high when our work taps truth, shares truth and sticks to the truth. When we are truth-telling leaders, our work and our industry will prosper.
One hundred years ago, advertising legend H. K. McCann linked truth to everything that matters in our business with his agency slogan: Truth Well Told. Our own positioning statement at Campbell Mithun is a version of that: Everything Talks.
When Everything Talks, and everyone talks, the story should be true.
-- Steve Wehrenberg, CEO
Integrated marketing communications approach closes the deal for the KeyBank client
MINNEAPOLIS – Campbell Mithun has been named the new agency of record by Cleveland-based KeyBank to perform brand-planning, creative and media-planning duties in markets nationwide. Creative deliverables will include TV, print, digital, web, local-market events, brand collateral and direct mail.
“This assignment aligns squarely with our strengths,” said Campbell Mithun CEO Steve Wehrenberg. “We know the category, we have the brand- and media-planning depth to develop the right messaging and delivery channels for Key, and their ‘people first’ platform automatically prioritizes an engagement-based communications model.”
“We’re thrilled to partner with Campbell Mithun to bring our client relationship strategy to life in new and different ways,” said Karen Haefling, chief marketing and communications officer of KeyCorp. “Client relationships are at the core of our brand essence, and we see an opportunity to differentiate ourselves at a time when consumers are looking for greater value from their banking relationship.”
Campbell Mithun has deep expertise in the financial-services category, having served clients including H&R Block, The Hartford, and National City Bank, among others.
The KeyBank win affirms Campbell Mithun’s aggressive investment over recent years in digital talent and innovation, including the January 2011 hiring of chief creative officer Heath Rudduck and an August 2010 merger that brought Rachael Marret to the helm as president. Those investments have contributed to strong business momentum: the agency is on pace to realize a 67 percent increase in digital-media billings and has outpaced overall annual growth plans by more than 20 percent.
About KeyBank
KeyBank is a brand of Cleveland-based KeyCorp (NYSE: KEY), one of the nation's largest bank-based financial services companies, with assets of approximately $89 billion. Key companies provide investment management, retail and commercial banking, consumer finance, and investment banking products and services to individuals and companies throughout the United States and, for certain businesses, internationally. For more information, visit https://www.key.com/. KeyBank is Member FDIC.
Three Campbell Mithun employees shaved their heads at 2 pm today as part of the ad agency’s kick-off week of events supporting United Way’s 2011 Every ONE Counts campaign:
Ben Bundul promised to shave his head with $100 in donations (he raised $200)
Amy Parsons promised to shave her long hair with $500 in donations (raised $700)
Steve Parsons promised his wife Amy he’d join her if she raised the money
(The 10-year old daughter of another employee knitted a hat for Amy over the weekend.)
Stylists at Allen Ray Salon donated their time for the head shavings (and a full day of haircuts) to benefit Greater Twin Cities United Way.
Monday, October 10 kicked off a week of Campbell Mithun activity to raise support and awareness for United Way. Beyond the head-shaving and haircuts, activities included: Penny Wars, children’s book drive, bake sale, silent auction, intercom/IM bingo, foosball/beanbag-toss tourneys and (of course) open-enrollment in the payroll deduction program.
Not only is Campbell Mithun part of the strong corporate community supporting United Way, but the agency contributed pro bono work for the seventh consecutive year in support of the fall campaign.
Pro bono campaign shows that even small donations make a difference
MINNEAPOLIS – Campbell Mithun has donated an integrated campaign to support Greater Twin Cities United Way’s annual campaign which has the theme “Every ONE Counts.” The work shows the power of ONE – one dollar, one donor, one donation – to make a one-by-one difference for real people in need. The work marks the seventh campaign donated by Campbell Mithun in support of United Way.
“Times may be tough, but people still like to help and may not know that even small donations can have a big effect,” said Reid Holmes, executive creative director at Campbell Mithun. “The message here quantifies that a weekly latte can become family meals; a weekly pizza can turn into books; one less round of golf per week can actually get children to the doctor.”
A digital video supports the workplace campaign and joins the following program assets to spread the “Every ONE Counts” message:
Media placements were secured by Haworth Media and were allocated across online (60%), out-of-home (30%) and radio (10%) channels. The work runs into the beginning of November.
Ernst and Young managing partner and 2011 United Way campaign chair John Wilgers says monies raised in the annual campaign will be used to address the most pressing needs in the Twin Cities nine-county region served by United Way. In 2010, the campaign raised $87 million.
Agency Credits
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• Chief Creative Officer: Heath Rudduck |
• Animator / designer: Manny Bernardez |
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• Executive Creative Director: Reid Holmes |
• Producer: Miriam Epstein |
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• Art Directors: Wendy Hansen, Mark Manalaysay |
• Audio Engineer / Composer: Todd Syring |
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• Copywriters: Bryan DeYoung, Vince Koci |
• Tracey Mercil – Project Manager |
About Campbell Mithun
Since its formation in 1933, Campbell Mithun has a history of philanthropy inspired by founder Ray Mithun, who served on many community boards, set up minority scholarships at the U of MN, endowed a Chair of Advertising there and is quoted as saying: “There is no lasting success, happiness or reward unless a man is truly useful – useful to his family, to his business and to his community.” Current agency CEO Steve Wehrenberg teaches at the U of MN and sits on Greater Twin Cities United Way’s board of directors. Websites: www.cmithun.com; www.compasspoint-media.com; www.brandoptix.com
MINNEAPOLIS – Campbell Mithun earned a repeat high-yield performance at the recent national Best of NAMA awards. For the second year running, the agency received first-place awards in three different categories of the competition sponsored by the National Agri-Marketing Association: best new product introduction campaign; best radio ad (single) for “Whispers”; and best single-page ad (single) for “NK Hand Gun” – all for creative work developed to introduce Syngenta Seeds’ Agrisure Viptera trait.
“We’re not surprised to have NAMA confirm the already positive response we’ve received to this campaign from the marketplace,” said Lori Thomas, head, marketing services, Syngenta Seeds. “It clearly captured the attention of growers and supported a successful introduction of our Agrisure Viptera product.”
Campbell Mithun’s award-winning campaign for the Agrisure Viptera trait, an in-the-seed technology that helps protect corn plants from insect damage, communicated the product’s insect-control message with strong creative and executed a multipronged broadcast, print and digital media approach. Print and digital executions used the simple and strong image of a grower’s hand to communicate the product’s power to control insects; radio executions used humor and well-known movie trailers to reach (and entertain) growers who spend all day in their tractors.
“We developed this work to appeal to growers’ desire to have more control over their own fields and yields,” said Reid Holmes, executive creative director at Campbell Mithun. “Growers are business owners who just happen to create their own inventory, and Agrisure Viptera hybrids offer a real business advantage by helping growers both create more inventory and prevent inventory loss.”
To qualify for the national Best of NAMA awards, marketers must win at the regional level. Campbell Mithun advanced to the national competition by winning regional awards in ten categories. In 2010, the agency’s national NAMA awards recognized its “Beyond Expectations” campaign to launch Syngenta’s NK-1 Class Soybeans.
The Best of NAMA competition is sponsored annually by the National Agri-Marketing Association to honor the best in agricultural marketing communications. This year 457 entries advanced from the regional contests to qualify for the competition at the national level. Best of NAMA awards were distributed in 63 different categories.
Syngenta (http://www.syngenta.com) is one of the world's leading companies with more than 26,000 employees in over 90 countries dedicated to one purpose: Bringing plant potential to life. Through world-class science, global reach and commitment to customers, Syngenta helps increase crop productivity, protect the environment and improve health and quality of life.
Campbell Mithun has thrived for 78 years guided by Ray Mithun’s founding philosophy: make “everything talk” for client brands. The agency has built a national brand-building reputation and, with its Compass Point Media unit and BrandOptix package-design resource, continues to build client success in today’s digital marketplace by making Everything Talk at each point of customer contact.
Okay. I’m going to say something that will likely have ol’ Bill Bernbach rolling in his grave. I’m going to back him up with science. And Bill hated science. At least the growing reliance on it in advertising. (I can only imagine what he’d think today.) So, Bill, I’m sorry. I’m only doing this in the hopes that the goofy, the crazy, the mad and the different ideas might find a little defense to live another day.
Long before neuroscientists started peering through MRIs into the brain, Bernbach talked about advertising as “… a subtle, ever-changing art, defying formulization, flowering on freshness, and withering on imitation; where what was effective one day, for that very reason will not be effective the next, because it has lost the maximum impact of originality.”
Back in the “Ad Men” days, if a guy like Bill Bernbach blurted out; “the maximum impact of originality,” people on the whole listened. These days, it’s different. And the very intuitive thought of such a thing would have to be processed by a firmly bolted marketing research machine. So, maybe, just maybe, here’s one wrench we could throw in that machine: Researchers today are finding that “the maximum impact of originality” is more than a nice thing. In fact, if something we come across in life doesn’t have it, our minds miss it entirely. In other words, if we’ve seen it before, we don’t really see it. Really.
In his recent book, Incognito: The Secret Lives of the Brain, David Eagleman uncovers some pretty interesting stuff about how our brains work, and don’t. More neurologists today know that there’s a rich marketplace of dynamics chatting back and forth in the brain to actually change the story of what we perceive. This also is called “loopiness,” and the result puts our brain on autopilot most of our conscious lives. (Like when you drive to work and can’t remember most of the journey? Kinda like that, but it happens a lot more than you think.)
As Eagleman puts it, “Awareness of your surroundings occurs only when sensory inputs violate expectations. When the world is successfully predicted away, awareness is not needed because the brain is doing its job well.” He goes on to say, “The brain refines its model of the world by paying attention to its mistakes.” That’s right. The things that break the pattern. Like adding an IKEA showroom to your Facebook page where most people have their personal pics. Or starting a spot with “Look at your man. Now back to me. Now back at your man. Now back to me.” Or just floating a giant stalk of broccoli in the sky that people can only see with their smartphones.
It’s a scientific fact. If it’s different, our brains take notice.
Wired Magazine had a great article a few years back that touched on this same theme. It was titled: “Accept Defeat: The Neuroscience of Screwing Up.” (So, what is it about science writers that like colons in the title?) Anyway, according to Jonah Lehrer who wrote the article, no matter how smart we are, we don’t truly think till someone or something different “shocks us out of our cognitive box.” That’s because there’s a part of our brain, which, even when it does stop and see something, quickly edits it out if deemed as something that’s already known, or doesn’t square with our preconceptions.
Just tell the science types in your next meeting that it’s all thanks to our energy-saving dorsolateral prefrontal cortex, or DLPFC. (They’ll like the acronym.) But there’s another part of the brain that notices errors, contradictions and crazy things that make us stop, listen and take notice. It’s mainly there for survival, but it’s just as handy for noticing an effective piece of communication. And that’s your anterior cingulate cortex. Or as Lehrer calls it; your “Oh shit!” circuit. It’s kind of ironic that the part of our brain that actually notices something is the one most testing tends to ignore.
Are you still reading? Really?? Wow. Maybe your “Oh shit” circuit is saying “Oh shit, I never heard this before!” And that might compel you to drop “anterior cingulate cortex” into the conversation at the next Ad Club meeting. Which will undoubtedly be deleted by everyone else’s dorsolateral prefrontal cortex and be quickly forgotten along with your name. Still, it’s cool that there really is something strategic, even scientific about just being different. And that Bill Bernbach’s gut still trumps some of the finest advertising minds today.
-- Bryan DeYoung, writer/helper
Applicant pool of more than 400 generated thousands of #L13 application tweets
MINNEAPOLIS – Minneapolis ad agency Campbell Mithun has selected -- via job applications of 13 Career-Launching Tweets -- six young professionals to be its 2011 Lucky 13 summer interns. More than 400 applicants registered to showcase their strengths and their social-media moxie via the Twitter application process, which was announced January 13 and conducted between the dates of February 13-25, 2011. (Yes, that’s 13 days.)
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Meet the new 2011 Lucky 13 Interns; see their 13-tweet applications via the hotlinks below: | |
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“Using Twitter gave our applicants the opportunity to showcase their digital understanding and creativity, while highlighting their personality and passion for advertising,” said Debbie Fischer, Campbell Mithun’s vice president, human resources manager. “We were blown away by tweets that basically created personal applicant campaigns by presenting content, industry insights, and, quite frankly, a lot of great humor.”
To see a montage of tweets from across the applicant pool, view this YouTube highlights reel.
Applicants took full advantage of Twitter’s “linking functionality” to present much more than thirteen 140-character messages. “If it was just about 13 tweets, I don’t know if the application process would have been so enriching,” wrote new intern-to-be Natalie Neal in a blog post. “We as the applicants had the opportunity to see the competition, to interact with one another and the Lucky 13 coordinators, and to link to things like video, pictures, documents, websites – really anything we wanted.”
The Process via the Numbers
The following numbers / facts provide some quantifiable insights about Campbell Mithun’s Lucky 13 Twitter application process:
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The (Barely There) Rules
Guidelines for the tweeted applications were intentionally left very broad to encourage job-seekers to take charge of their tweet strategy: After registering via a simple online form, applicants simply needed to send the 13 tweets during the specified dates and include in each tweet two hashtags:
1) The primary #L13 hashtag
2) A secondary hashtag identifying the applicant’s chosen internship discipline:
#CMam for account management, #CMcpm for media, #Cmcr8 for creative and #CMt3ch for technologist
Inside-Out Hiring Process with New Rules of Engagement
Using Twitter for hiring employees also gave Campbell Mithun an increased opportunity not only for interacting with applicants but for seeing the candidates’ public engagement with each other and the industry.
“We had to staff this selection process completely differently,” said Fischer. “We created an internal system for monitoring and capturing the thousands of tweets, and, because Twitter is about engagement and interaction, also aimed for real interaction with the applicants. A team of 37 employees assisted human resources with tracking and responding to specific applicants.”
The goal of “applicant engagement” proved to be the most rewarding and most challenging part of the process. Members of the agency’s Twitter Response Teams tweeted personal @replies to specific candidates via the agency’s @The_Lucky_13 handle. They welcomed and enjoyed the personal-communication tweets (not counted among the 13 “official tweets”), which in one case between an agency copywriter and a copywriter applicant resulted in a social-media prank with the following line added to Campbell Mithun’s corporate Wikipedia profile: “Employees use their distinctive third elbow to attract mates as well as ward off predators.”
Applicants also tweeted responses to and followed each other. “I paid close attention to the people I thought were doing well, and learned from them,” said Neal. “Being exposed to other applicants made me up my game. . . I met some incredible people and exchanged messages with them.”
After the application window closed, human resources met with the Twitter Response Team, had a lively discussion about the many strong applicants and made the very difficult selection of the 32 finalists who were interviewed in person or via Skype.
About The Lucky 13 Internship
The six new 2011 Lucky 13 Interns will report for their 10-week paid internship on June 6, 2011. They’ll do real work for real clients, alongside real professionals, earning a real chance to start their careers as full-time members of the advertising community. This will be the sixth year Campbell Mithun has run its Lucky 13 Internship program.
The internship’s name celebrates the agency’s history and culture. Though conventional wisdom finds 13 an unlucky number for some, Ray Mithun, co-founder of Campbell Mithun, once said, “If 13 is unlucky for some people, it must be lucky for someone else.” The Lucky 13 Internship program seeks to find those individuals who can be someone else -- those who have the courage to go against the grain and to believe in original ideas and creative solutions.
Lucky 13 summer intern Mark Manalaysay grew up in Philadelphia and returns this fall to study at the Savannah College of Art and Design, majoring in Advertising with a concentration in Art Direction; and minoring in Photography. While at Campbell Mithun, he worked on Syngenta, United Way, Land O’Lakes, Frontier Communications and new business. Here’s what he has to say:
"The Lucky 13 internship was an amazing introduction to Advertising; immediately I was treated as an equal in Creative and was contributing big ideas alongside Creative Directors and bouncing ideas off of EVPs and the CCO. It's both an amazing and scary feeling being around all this talent: I have some great people to work with but I also need to accept the fact that I am the least qualified on the team. I took that in stride though and was inspired to work harder because of this fact."
All that hard work inspired him to put together this insider’s peek into a “day in the life” of an art director. Ah, the creative process.
Though our 2011 Lucky 13 interns have created their own blog to share a bit of their summer experience (http://lucky13interns.posterous.com), we will feature a periodic post here. Below you’ll find new media intern Connor Johnson, providing an update for us all (and his mother) about what attracted him to the job, his passion for media and culture, and how he’s spending his time here at the agency. We’re thrilled to have him (and his fellow 2011 Lucky 13ers) among us.
Kris Olson, director of corporate communications, Lucky 13 fan
View “Media Myth Busters” Talkinar invite and register via http://bit.ly/CMTlk3
MINNEAPOLIS – Minneapolis agency Campbell Mithun will host a live-streamed online conversation about myth and reality in today’s media marketplace. Three leaders from the agency’s Compass Point Media unit will address media myths such as: The DVR has killed TV commercials. The “last click” rules. Newspapers are obsolete.
Guests will watch the conversation via live-streamed video and can participate via online chat or #talkinar on Twitter.
Discussion Hosts
Harvin Furman, director of market investments, has spent his entire career maximizing client media investments through strategic and artful negotiations. His role overseeing a cross-platform team of negotiators gives him both a mile-high and granular view of the media marketplace — and a mighty smart take on market investments.
Melanie Skoglund, group planning director, specializes in developing creative media solutions for challenging marketing situations, but grounds them in sound strategy to contribute to regular client business growth. Her 360-degree approach and reliable bottom-line results keep her "out front" as an industry thinker.
Chris Wexler, group planning director, ensures agency media plans make connections in all the right places. He has a keen eye for harnessing the full potential of digital and emerging-media forms to deliver against outcome-based objectives — and lots of opinions about how a brand can effectively tap that power.
Flicker effect dramatizes how the transformative nature of shoes can inspire “A New You”
MINNEAPOLIS – Campbell Mithun’s back-to-school work for Famous Footwear breaks this week as part of the agency’s “A New You” campaign under the brand’s “Make Today Famous” umbrella brand idea. The “Flicker” spots -- “Flicker” (Brand) (:30), “Flicker” (BOGO) (:30) -- visually demonstrate how different shoes can change your look and how you present yourself to your world.
“Back-to-School season often is about re-making and re-presenting personal style,” said Andy Anema, creative director at Campbell Mithun. “These spots illustrate that process while reinforcing that shoes can play a part in affecting who you are and what you feel like on any given day.”
The agency worked with director Omri Cohen of Green Dot Films, who used multiple film and digital formats to create the work, including high-speed Weisscam, 35 mm film camera, Arri Alexa, Canon 5D and stop motion with Canon 1D.
The Back-to-School spots run nationwide through mid-September. Earlier “A New You” executions included flights created for Summer 2011 : Kenyans, Martial Arts and Undercover Cop; and Spring 2011: Red Carpet , Bollywood, Secret Agent, Base Jumping and Impalas.
Agency Credits
EVP/Chief Creative Officer: Heath Rudduck
CD/Copywriter: Bill Johnson
CD/Art Director: Andy Anema
VP/Director of Integrated Production: Kathy DiToro
Producers: David Howell, Kat Dalager
Final Mix: Todd SyringVP/Manager of Business Affairs: Donna Gary
Production Business Manager: Tracie Kittelson
VP/Manager of Legal Compliance and Broadcast Traffic: Carolyn Carter
Production Credits
Director: Omri Cohen, Green Dot Films
Managing Director: Rick Fishbein, Green Dot Films
Executive Producers: Darren Foldes and Rich Pring, Green Dot Films
Director of Photography: Tim Hudson, Green Dot Films
Line Producer: Krista Thompson, Green Dot Films
Editor: Brett Astor, Channel Z
Music: Nylon Studios
Make Today Famous
Famous Footwear’s “Make Today Famous” campaign was created by Campbell Mithun in 2009. The campaign shows how people can make even everyday activities “famous” in their own unique ways, influenced by the shoes on their feet. The 2011 “A New You” executions follow the 2010 “Frozen Moments” holiday and Back-to-School work.
CLICK HERE: MYFOXTWINCITIES.COM 2/7/11
MINNEAPOLIS (February 1, 2011) Campbell Mithun of Minneapolis has been named the largest Advertising Agency in Minnesota by the state’s leading business information provider, Twin Cities Business.
“We’re honored to be acknowledged by this ranking and take seriously our position as a leader in this marketplace,” said Campbell Mithun CEO Steve Wehrenberg.
Campbell Mithun topped Twin Cities Business’s annual Top 25 Advertising Agencies list, which ranks the state’s largest firms based on net revenue. The list is one of 82 published in the 2011 Twin Cities Business Information Guide, which provides current information on 2,000 organizations ranging from banks and accounting firms to health care insurers, colleges and universities, and IT consultants.
“There are other ‘top 25’ lists out there, but none are as comprehensive and accurate as those found in our annual business information guide,” says Dale Kurschner, editor-in-chief of Twin Cities Business. “Every word in every line is scrutinized for accuracy. It’s one reason why last year’s guide won ‘Best Directory’ from the Minnesota Magazine and Publishing Association in 2010.”
Called the Twin Cities Business B.I.G. Book, the 162-page annual business information guide is available on select newsstands throughout the Twin Cities, including those found at most Barnes & Noble, Borders and Byerly’s locations.
About Twin Cities Business
Minneapolis-based Twin Cities Business publishes news, analysis and commentary about the state’s most interesting business leaders, challenges and opportunities daily at http//www.TCBmag.com, weekly via its e-newsletter “Briefcase,” and monthly through the award-winning Twin Cities Business magazine.
When I started in this crazy Advertising game, I cut my teeth in the publishing department. Bromide and hot wax was the order of the day. And retouching was still done with air brush and ink in a smoky retouching studio. (Oh how very Mad Men). How things have changed.
I'm excited to see how technology is enabling a complete revolution. The publishing world is an industry that has generally denied the world was changing for a long time. I for one have been advocating the liberating concept of "Liquid Publishing" constructs for years, and tablet technologies have finally delivered a solid storytelling platform.
Take a look at the new Toronto Standard which has just re-launched itself as a purely digital publication. Every single feature of this publication morphs, adapting to the user’s device, no matter what the technological platform. Is it the most beautifully designed thing in the world? No. But it's a huge step towards a ubiquitous content landscape. In contrast, the New York Times has nine native device versions. Which means nine times the hassle.
This new mag is a nice bit of work that demonstrates how we need to be thinking. One voice that talks in many ways. I think the next chapter of this paradigm shift will be enabling the aggregation of social content. Facilitating ongoing dialogue and conversation will be a huge plus for publications. Imagine seeing the 'Letters To The Editor' section updating as you read the news. Or the headline updating as news breaks. Publishers will become production houses, orchestrating live feeds of data in a way that is true content convergence. If they thought it was a race to get the early edition out, this is surely an all out sprint. But one that never ends.
-- Heath Rudduck, chief creative officer, liquid storyteller
Some questioned if Twitter was the best platform for choosing the 2011 Lucky 13 Interns. As someone who went through the process and captured the attention of Campbell Mithun, I can assure you this year’s application process was not only difficult, but exhilarating.
My process was different from other applicants, since I had the added challenge of applying from Tanzania, East Africa. Power was scarce, Internet connection was unstable (or nonexistent if there was no power), and trying to upload anything took hours (when the Internet connection was stable and there was power). Even loading the Twitter page took effort.
I wasn’t an active tweeter before Campbell Mithun announced it would use Twitter as its platform to choose the next Lucky 13 interns. In the weeks preceding the tweet-off period, I read as much as I could about Twitter strategy. Some of it was helpful, but what gave me the idea for my personal strategy came from Campbell Mithun’s motto, “Everything Talks.” I realized I would have to think beyond the “What are you doing?” Twitter box, and make everything talk for me. The best way to break away from the 140-character restriction was to link to something else. I chose to link to videos I created, pictures I took, articles I wrote, and websites I made to introduce myself to Campbell Mithun. I even designed a Twitter background (although I don’t know if the Lucky 13 coordinators ever saw it). Every tweet focused on a different quality or skill specific to me and related back to my original theme, “Africa to Advertising.”
When the tweet-off period started, so did the intense competition. The sheer volume of tweets was overwhelming. Over 400 people registered to apply for the internship, but many never completed all thirteen tweets after seeing the fierce competition. I paid close attention to the people who I thought were doing well, and learned from them. Usually during an internship application process, there are few opportunities to interact with other applicants (unless you happen to pass someone in the hallway who interviewed before you). During the Lucky 13 tweet-off period, new posts appeared 24-7, and you could see everything. I revised my tweets several times if someone posted something similar to what I was planning to do. Being exposed to other applicants going for the same position made me up my game. It wasn’t all intense competition though; I met some incredible people through the process and exchanged messages with them. Not everyone was in competition for one position, so you never knew who could be your fellow Lucky 13er.
Even though I had the added challenge of racing against battery-life to shoot video and edit an article on my computer, or having to re-upload pictures multiple times because the power kept cutting off, I thoroughly enjoyed the process. I was inspired and surprised by other applicants. One person designed an animated website focusing on the number 13, and added to it each day. Someone with whom I did karate when we were in elementary school applied for the same position as I did. Another person posted a beautifully edited dance video, which I used in my dance class in Tanzania to inspire the students. Someone else encouraged me and cheered me on despite the fact he was also applying for the same position.
-- Natalie Neal, 2011 Lucky 13 Intern, @NatalieNeal (#thankful)
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click here for PDF version (& print as poster)
On Wednesday Feb 16 we hosted a lively discussion about Empathetic Brands in today’s Web 3.0 world. No worries if you missed the conversation; we’ve posted an archived version of the discussion at www.cmithun.com/talkinar
As part of our conversation, we discussed the Empathetic Brand Scorecard you’ll find above. The matrix breaks out three different dimensions of how to provide brand empathy and shows a continuum of progress towards creating an empathetic brand experience for consumers.
Feel free to use this scorecard as you see fit. Print it out. Make it poster sized. Circle your current Empathetic Brand “score” and track your progress. And let us know what you think.
-- Sean O’Brien, tech-convergence tracker, director of technology and innovation
While walking by the Truth Wall last week I stopped to see if any brilliant advertising minds had added new odes to honesty. Looking over the handful of new yellow Post-Its, I ran across a certain one that I remembered from last summer: “Interns are our future.”
Now I don’t know if I personally believe that statement to be true (is everything on the Truth Wall really true?), but I do know from my experience at Campbell Mithun that the company’s Lucky 13 intern program plays an important role in the culture of this agency.
This year’s program has been receiving nationwide attention for its decision to use Twitter as the means to the candidate’s application process. Applicants will have the chance to submit their application through a series of 13 tweets between the dates of February 13 – 25, 2011. Is the application open ended? Yes, but it has people talking.
As we dive into this process I can’t tell you how satisfying it has been to see people from every department volunteer to be a part of this undertaking. With the largest applicant pool we’ve ever had (and growing exponentially as you read this), it has become an agency-wide goal to bring in the very best and brightest and to give them the opportunity to launch their careers at Campbell Mithun this summer.
Whether these interns ultimately become the future or not, the yellow Post-It that inspired this blog was right next to the one that reads,
“Anything good is better wrapped in bacon.” I think we all agree that’s not false.
Let the tweeting begin.
-- Kevin Hughes, former Lucky 13 intern, bacon lover
Okay, the game has played. The Packers won it. (They did seem to want it more.) And all the spot have played. I must admit, I missed a couple on the game. But caught up thanks to YouTube. So here’s my top 5
1. VW “The Force” Still tops. And, yes, as I said earlier, the story about this spot only starts with the wonderful execution. It will be all about VW’s smart strategy of letting the spot enter pop culture and pre-empt the game. (Post game: clearly, this spot had more emotional impact as a :60. So releasing it as a :60 before the game, where it played as a :30, makes even more sense. Still the stand out great spot of the game.)
2. Chrysler, Eminem. This spot grabbed me and had me ready to be snarky and cynical and hate it at the beginning. But as I watched it, it grabbed me. And in the end, I loved it. Eminem spoke for Detroit, and in a sense, for America, and the crap this country is facing.
3. Doritos. “House Sitting” (Previously called: "Grandpa") Most Doritos spots were sophomoric and stupid. (See also…Bud Light, Pepsi Max, GoDaddy and yes, most other Dorito’s spots.) But here, a really fun macguffin, with the product at its center. Love the absurdity of it. Played great in the party I was attending.
4. Chevy. For good old fashioned greatly conceived, greatly executed advertising, you’re not gonna get better. Solid. Whmisical. Entertaining. Smart. Most all of the spots solid, obviously created by responsible adults. (Personal favorite: Camero, "Miss Evelyn." But most Chevy spots, uncharacteristically solid.)
5. Audi – The spot was great. But they built a huge story around the entire idea of oppressive luxury. Love it. Check out the online videos. The Kenny G version the better of the two.
Close 6’s…
Lipton Brisk, Etrade (baby), CarMax Candy Store, NFL American Family, VW Black Beetle.
As has been said, easy to be a critic, hard to get good work out on the air, especially during the SuperBowl game. So I react how I react. I'd be curious to see how this might line up with the USA Today ad ranking. [Editor’s note: USAToday ad ranking here.]
-- Reid Holmes, ECD, Campbell Mithun
I was asked by a local TV affiliate FOX 9 to appear Monday morning to talk about my favorite Super Bowl spots. I originally thought the topic of this post would be just that, my top 5 favorite, and I’d write it after the game.
However, a different narrative has developed and begs attention. As Sunday progressed and I started catching up on Twitter and Facebook, I was struck by the fact that opinion on most of them is already taking shape in social media. In fact, many of the spots, or their teasers, were already aggregated for viewing by Saturday on Mashable. Or by the very brands the spots advertise.
The entire strategy of keeping a spot under wraps has changed. Witness VW’s wonderful “The Force”. As of this writing, over 12 MILLION views. (My estimation, this spot is getting 300,000 views an hour. Talk about leveraging your investment.) Youtube, having also adopted a football visual with it’s iconic logo, is officially the superbowl advertiser’s best friend.
So given this, my top 5 spots as of this writing at 1:30 p.m. Sunday, based on what I’ve seen on the interwebs…
1. VW “The Force” The story about this spot only starts with the wonderful execution. It will be all about VW’s smart strategy of letting the spot enter pop culture and pre-empt the game.
2. Chevy. A tie for me between "Miss Evelyn" and "Misunderstanding." As a creative person, they’re inspiring for almost mutually exclusive reasons.
3. Doritos. "Grandpa" A really fun macguffin with the product at its center. Love the absurdity of it.
4. E-Trade. The baby still seems fresh, but I wonder how much longer they’ll be able to pull it off. Based on the clip I saw, should be another fun spot.
5. Audi – Their campaign built around the “oppression” of old luxury. The teaser films look great. Hope they can make it sing on the game.
I’ll repost later with my final list, after having watched them all on the game.
-- Reid Holmes, ECD
Is there anything better to do on these chilly winter days than sprawl out on the carpet with a smattering of Legos? (Yes, I can think of other things too.) But I personally LOVE Legos. I've been an enormous fan since I was knee high and must have spent 100’s of hours building worlds and telling stories with my little plastic creations. Over the last decade we have watched Lego claw back from the brink of plastic brick oblivion. From Mind Storms to clever merchandising partnerships that have netted millions, Lego is on fire. The latest launch NINJAGO is based on a story written by Kevin and Dan Hageman, who also wrote the forthcoming Sony Animation pic Hotel Transylvania. They were hired by Lego to create the story upon which this whole new line is based. This is a very interesting development. To date, Lego has leveraged massive properties such as Star Wars, Batman and Raiders of the Lost Ark. Not to mention Harry Potter. All of these also became gaming properties as well. Now, they are writing the stories and developing their own characters. If it works, that entire licensing fee stays in the bank. Take a look. It's a story, it's a toy, it's a game, but most importantly, it's Ninjas and Lego! Domo arigato gozaimasu, Lego! -- Heath Rudduck, chief creative officer, Spinjitzu Master 
See the e-invite (and a 30-sec promo spot): http://cmtalkinar.eventbrite.com/
Get ready to get talking about how social media impacts branding strategy. Campbell Mithun will celebrate the recent launch of its new website by hosting a live interactive online conversation between a panel of key industry players and you.
| Topic: | “How do you tell your Brand Story in a 140-character world?” |
| Date: | Wednesday, June 23, 2010 |
| Time: | 1-2 pm (CDT) |
| Save the Date: To Participate: |
Click “add to calendar” on invite: http://cmtalkinar.eventbrite.com/ Join event via Talkinar link on our website; no registration required. |
On event day, watch the live-streamed video at www.cmithun.com and submit your comments/questions via the event’s chat feature or on Twitter. Use the hashtag #talkinar for the chance to win a gift card for a free iPad (see rules).
Talkinar Panelists
Will Smith, senior vice president of marketing, Famous Footwear division of Brown Shoe Company: In his role of directing all marketing of the Famous Footwear brand, Will has refined the brand’s positioning, upgraded in-store communications, led the brand’s foray into digital and social media, and launched the company’s successful “Make Today Famous” national advertising campaign.
John Eighmey, current Raymond O. Mithun chair in advertising, U of M’s School of Journalism / Mass Communication: A national authority on advertising and marketing, John was one of the ten most widely cited scholars on Internet Advertising in 2008.
John Rash, 25-year advertising/media veteran and current editorial writer and Editorial Board member at the Star Tribune: John has spent decades analyzing the cultural, creative and commercial factors that shape media and the public’s consumption of it.
About Campbell Mithun
Minneapolis ad agency Campbell Mithun (www.cmithun.com) launched its new Everything Talks website on its 77th anniversary this spring. Named for a phrase penned by founder Ray Mithun, the website communicates the agency’s commitment – especially in this age of digital and interactive marketing – to helping clients achieve marketplace success by making Everything Talk for brands at each point of customer contact.
Candidates must send tweets during a 13-day period beginning February 13, 2011
MINNEAPOLIS -- Agency Campbell Mithun will hire its group of 2011 Lucky 13 summer interns based on an application of 13 Career-Launching Tweets sent between the dates of February 13 – 25, 2011. The process gives job seekers thirteen 140-character chances to showcase their strengths and their social-media moxie. Interested applicants should register via the Lucky 13 website.
“Submitting an application via Twitter supports the digital and creative nature of our business,” said Debbie Fischer, vice president and human resources manager for the agency. “We anticipate a lively and interesting social-media exchange.”
Each summer the agency offers a paid internship to a group of Lucky 13 interns who have just completed their junior or senior year of college. Each intern becomes a member of a specific agency department, yet the interns also share and learn from each other. In 2011, interns will be hired in the following discipline areas:
The 2011 10-week paid internship runs June 6 – August 12. Last summer, six Lucky 13 interns joined the agency; one received a job offer at summer’s end.
Lucky 13 Twitter Application Process
1. January 13, 2011: Registration opens on www.lucky13internship.com. Eligibility: Applicants MUST be a college student with a graduation date between fall 2010 and summer 2012.
2. February 13-25, 2011: Candidates submit application in the form of 13 Career-Launching Tweets. Each tweet must:
| – Include primary #L13 hashtag | |
| – Include secondary hashtag identifying targeted internship discipline: | |
| - Account Management: #CMam | |
| - Media: #CMcpm | |
| - Creative: #CMcr8 | |
| - Technology: #CMt3ch | |
| – Communicate applicant’s qualifications for the targeted discipline |
Based on the 13-tweet application, finalists will be selected and invited to in-person interviews at the agency. Interns will be selected by the end of March.
About Campbell Mithun’s Lucky 13 Internship
Some believe that 13 is an unlucky number. But as Ray Mithun, co-founder of Campbell Mithun, once said, “If thirteen is unlucky for some people, it must be lucky for someone else.” The Lucky 13 internship program seeks those individuals who can be someone else -- those who have the courage to go against the grain and to believe in original ideas and creative solutions. Every summer, a group of lucky individuals participates in a 10-week, paid internship at Campbell Mithun. The interns work in their choice of discipline: account management, creative, media or technology. And they do real work for real clients, alongside real professionals, earning a real chance to start their careers as full-time members of the advertising community.
Websites: www.cmithun.com; www.compasspoint-media.com; www.brandoptix.com
