Using Web Tools

In case you have not noticed, there is a communication revolution occurring on the Internet that will eventually threaten anyone in advertising who forgets that it is a strategic and creative idea (and the ability to communicate that idea) — not technology —  that makes all the difference. An arsenal of design programs and commercial printer discounts are no longer enough to keep accounts happy.

Our last minute holiday greeting cards provide the perfect example. Five years ago, we made a substantial investment to produce Addy award-winning cards, using the traditional process. Provide creative direction and copy to a selected local designer, print them at one of our local printers, and assemble the rest in the office (the cards included a silver dollar and hand-stamped wax seals). The cost was around $10 per card. The turnaround time was nearly three months. The quantity was 500, about 380 more than we needed at the time.

Don't get me wrong; they were worth it. We still have several clients refer to them, and they were part of a bigger strategic plan for our company. I would do it all over again given the same circumstances.

Last year, those circumstances did not exist. We were too busy in October or November to get the ball rolling. After all, the standard rule of thumb is 2-3 weeks for the designer (even more on elaborate jobs) and 10 business days for printing.

Sure, we could have done what we sometimes do for clients who want design along with great copy: tap an out-of-market designer from our international talent pool, which reduces the cost by 50 percent and the turnaround to a few days. But even then, we didn't have 10 days for the printer.

So last year, we settled for 250 Hallmark cards with our name inscribed inside for around $3.50 per piece. It's the thought that counts, right? So this year, on Dec. 1, we started thinking differently.

Despite the same time constraints, we were able to produce and print a custom card, at about $2 apiece with no minimum, in three days. And, we also posted a public version that could (and can) be purchased by anyone before our order was filled. If you want to see the public version (without our logo inside), visit Think! Copywrite, Ink. store.

Sure, this year's card will not be featured in Communication Arts, but next year's might be. You see, the main point of this post is that our industry might consider thinking differently because the definition of 'value' is shifting.

Program reliant production artists, template web designers, low-grade video producers, mid-grade photographers, and 10-day print jobs with minimum quantity orders are all endangered species. Technology is no longer enough to sustain them as commercial communication is finally getting back to where it is most effective: communication ideas over tech suaveness.

Killing Christmas Trees

All the Christmas trees at the Seattle-Tacoma Airport were taken down overnight after one complaint. It was made by a rabbi (along with the Central Organization for Jewish Learning) who threatened a lawsuit unless the airport agreed to put up "an eight-foot menorah to balance the message of the Christmas trees."

The airport decided it would be easier to remove the trees that some identify as a Christian symbol than fight a lawsuit or build the menorah. It will be the first time the airport will abandon its 25-year tradition of placing a tree at each of the 15 airport entrances.

The Seattle story is the polar opposite of another in Michigan, where a bipartisan capitol committee recently voted unanimously to rename the capitol's 61-foot blue spruce a “Christmas tree” as opposed to calling it a "holiday tree." The same committee rejected the state house's urging to create a joint display — a Christmas tree and a Hanukkah menorah — after a Jewish group said it's a religious symbol that would violate the separation of church and state. This Jewish group has no problem with the tree.

While not attempting to appear unsympathetic to the plight of the Seattle rabbi, there seems to be too much emphasis on the perceived power of symbols in the United States with little regard to the First Amendment or any understanding that symbols might mean different things to different people, including Christmas trees.

Depending on the source, the symbol of a Christmas tree is ripe with interpretation despite its close association with Christianity. One source places its origins 1,000 years ago when St. Boniface, who converted German people to Christianity, came across a group of pagans worshipping an oak tree. He cut down the oak tree, but to his amazement, a young fir tree sprung up from its roots. St. Boniface took this as a sign of the Christian faith.

Another source credits Martin Luther, who is said to have attached lighted candles to a small evergreen tree, trying to simulate the reflections of the starlit heavens as they appeared over Bethlehem on the first Christmas Eve. The Christmas tree star topper (or angels) are said to represent the Star of Bethlehem.

Others look further back to the Egyptians who celebrated winter solstice by bringing in green date palms, the Romans who raised an evergreen bough during the feast of Saturn, the early Scandinavians who paid homage to the fir tree, the Druids who considered the springs of an evergreen to be holy, and the Norsemen who felt they symbolized the revival of the sun god Balder. Take your pick.

Trees are not exclusive to one faith. In fact, the very idea of celebrating Christmas on December 25 was less than exclusive. It was originated by the Catholic Church to eclipse the festivities of rival pagan religions in the 4th century. (Jesus was believed to have been born in the spring.)

Anyway, what is more certain about Christmas trees is that they traveled across Europe to England after Queen Victoria visited relatives in Coburg, Germany, and fell in love with Prince Albert. After they were married and returned to England, Prince Albert decorated a tree with the finest of hand-blown glass ornaments. It was so admired by common citizens, they copied the tree and the couple's customs, partly, in recognition of their love. In France, it was introduced for a similar reason: Princess Hélène de Mecklembourg brought a tree to Paris after her marriage to the Duke of Orleans.

In the United States today, almost 80 percent of non–Christian citizens celebrate Christmas and 96 percent of the total population celebrates it (including some Jewish families), which raises some question of whether or not a Christmas tree is exclusive to Christianity (even the church has banned them on occasion).

Perhaps, like all symbols, the meaning remains in the eye of the beholder. For Christians, the Christmas tree means something. For non-Christians, it means something different.

But for all of us, the move to ban any holiday symbol in fear that other symbols might be excluded is wrought with ignorance and intolerance. It is also contrary to spirit of the First Amendment, which is meant to protect all voices. It is not meant to censor others out of fear that not everyone will be equally represented.

The bottom line, from a communication standpoint, is that symbols are funny things. They only have power when they are given power by the perception of people. For one rabbi, a Christmas tree represents the prevalent spirit of giving among many faiths in America. For another in Seattle, it seems to mean the exclusion of his faith in America. Ironically, for the latter, his apparent fear of exclusion gives the symbol much more power than the first, but with a twisted meaning.

Now that's something to think about in a country that has defined the Confederate flag as politically intolerant and the Mexican flag (over the United States flag) as a beacon of tolerance. Neither was meant to signify the meaning they have recently been assigned, except by those promoting their own fear and intolerance.

For me, at the end of the day, when I see a Christmas tree or a crucifix or a kinara or a menorah, all I see is the United States, a country that allows people to celebrate and share their holiday rituals openly, without fear of persecution. Let's try to keep it that way.

Taking The Bottom Position

Two days ago, we alluded to the idea that Julie Roehm was only the first casualty of a Wal-Mart insider marketing war. Yesterday, the fine folks at Draft FCB found out they were the next to go, just weeks after they crowed about being in the 'top position,' partly because they won the account. I guess it's back to the bottom position for them, making their ill-advised ad the ultimate case study for irony in advertising.

The not-so-surprising news yesterday was that Wal-Mart quickly overturned Roehm's Draft FCB choice, putting $580 million worth of advertising purchase power back on the table. Several major agencies are already pulling together their marketing plans for the nation’s largest retailer.

Ms. Roehm maintains that she did not accept gifts from agencies vying to become Wal-Mart advertising superstars or that her relationship with subordinate Sean Womack violated company policies. Instead, she told The New York Times: “I think part of my persona is that I am an envelope pusher,” she said last night. “The idea of change in general can be uncomfortable for many people, and my persona as an agent of change can prompt that feeling.”

This seems to be a spin contrary to her attendance at a September dinner given by Draft FCB at the Manhattan hot spot Nobu, where she allegedly explained her presence as one of those cases where “if you don’t ask, you don’t get.” Unfortunately for Roehm, sometimes you do get what you don't ask for, since Wal-Mart has ruled the search process was "tainted by the pair’s behavior and should be reopened."

Draft FCB's (part of the Interpublic Group of Companies) stock fell 6.4 percent on the news it had lost the account. As I often advise clients in Roehm's position and higher, behavior is easily managed. Unless you'll be proud to see the story appear in the Wall Street Journal, er, The New York Times, don't do it!

All cloak and dagger courtships aside, Draft FCB was not ready for the holiday season and neither was Roehm, based on a USA Today story that weak Wal-Mart sales are dampening holiday season hopes.

What USA Today seems to miss is that the 'dampener' might be all Wal-Mart and not all retailers. Given that the agency review was concluded dangerously close to the holidays (not bright), that choosing an ROI (Return On Ideas) agency delivered a dismal negative .01 percent in sales for Nov. (assuming they got anything off the ground), and that Wal-Mart is in desperate need of some top-down strategic communication development to prevent it from further losing its way; I'd say it is not the best national holiday sales indicator at the moment.

You see, it used to be that Wal-Mart was unbeatable because it had a solid message that other retailers could not compete against. Today, Wal-Mart has voluntarily given up this message in order to pursue what it perceived as greener pastures (higher-end retail). Unfortunately, it did this without developing a core message with complete consensus among board members and executives.

In fact, that is why I don't give Roehm "I'm a change agent" as much kudos as some. Her "follow-me-on-faith" approach left the world's largest retail giant without a message, at best, and with a message unsupported by its core consumer, at worst. Gee, I thought we already covered this lesson back when Miller beer alienated its blue collar consumer with ads aimed at a micro-brew generation. Ah, history, let's repeat it. Ah, history, let's repeat it.

Advertising The Lack Of …

Every day, the sudden departure of Wal-Mart marketing boss Julie Roehm is attracting more attention and is increasingly linked to her connection with Draft FCB, which she pushed to become Wal-Mart's agency of record in October.

Speculation suggests Roehm flouted Wal-Mart's strict corporate gratuities policy, which states no one who works for the company can accept any sort of gratuities from suppliers (even a cup of coffee). But the real damage was done when Draft FCB ran an ill-advised, tasteless, and remarkably uncreative Lion Awards advertisement featuring a real male and female lion having sex above a copy line that read "It's Good to Be on Top."

I won't post it here, but you can find a copy of the ad on ADFREAK. The ad is so poorly done and uninspired that one poster accused Adfreak's Tim Nudd of posting a fake. No doubt, Draft FCB wishes it was a fake, as one of its spokespeople has already said the ad was "a terrible mistake."

It's a terrible mistake because some inside Wal-Mart, those who were dissastified with the decision to hire Draft FCB, suddenly had good reason to second guess Roehm's big push. Not good for Draft FCB because Wal-Mart insiders are not the only ones looking to poke holes in Howard Draft's rise to the top of the industry after merging with Foote Cone & Belding (which was already struggling) last June.

As Lewis Lazare wrote in the Chicago Sun-Times, the merger date will "go down as one of the darkest moments in the history of an increasingly troubled ad industry, which, with each passing day, shows new and disturbing signs it has lost its way.”

He called Draft FCB Group depressingly real proof the American ad industry has been totally and tragically upended.

“It's a shame to think that an agency like Draft that was once the lowly tail on a big, healthy, creatively inspired canine has finally emerged as the powerhouse wagging the mangy mutt that is now the general consumer ad business,” he said.

Little did Lazare know that the tail he was writing about would be morphed into a lion within six months. An agency showing its not-so-wild side, after Wal-Mart gave the agency its $580 million account, only added to Roehm's streak of bad luck since joining Wal-Mart.

Last month, she made a questionable call on a press release from Wal-Mart about how a staffer of John Edwards, the former senator and presidential hopeful, inquired about getting a Sony Playstation on the same day that Edwards was having a media event in which he talked about how bad Wal-Mart is to its workers.

Summed: never underestimate the brand damage you can do with a single gratuitous awards program advertisement. A dark day indeed.

Blogging To Jail

Josh Wolf, 24, self-described freelance journalist and independent videographer, remains in “custody” at the Federal Detention Facility in Dublin, California, after being charged with contempt because he refused to provide a federal grand jury with unedited video of a 2005 G-8 protest in San Francisco. The authorities wanted the unpublished portions as part of an investigation into crimes that may have occurred during the protest.

Wolf refused, claiming he is a journalist protected under the First Amendment, which is what makes for an interesting case study in the move ta o define a "journalist" in the United States. The primary reason some find it difficult to define Wolf as a journalist is because his experience is primarily as blogger. The secondary reason is that Wolf tends to move back and forth between activism and journalism.

“If I have any reservations about whether or not he is a journalist, it is whether he went there as an independent gatherer of news and information," Lucy Dalglish, executive director of the Reporters Committee for Freedom of the Press, told the Associated Press in an interview with reporter David Kravets. “We certainly hope that in the future if he goes to these events, he makes up his mind as to whether he is a journalist or a protester.”

On one hand, Wolf does have earned credentials as a journalist, including a 2006 Society of Professional Journalists award for Journalist of the Year. On the other, he has also participated as an activist and is generally seen as sympathetic to left-wing causes. Even journalists covering his incarceration, as well as those who have stepped up to help defend him, are unsure of whether or not he is best described as an activist or journalist.

Generally speaking, the question is easy enough to answer as a professional but difficult to answer as a person: am I an observer reporting the news or an active participant in making the news? And is there a point during some event when I might switch from observing into action? To save a life? To protect an officer? To prevent an abuse of power? In the strictest sense, the answer is no.

Journalists do not become active participants in the story, regardless of the circumstance, as unfortunate as this may seem. It is difficult to discern whether or not Wolf was indeed acting as a journalist, ironically, because the best evidence to determine this is precisely what he has refused to surrender.

I submit the real calamity here is not whether Wolf is a journalist or activist, publisher or blogger, but that when individuals abuse our civil liberties and rights guaranteed under the First Amendment (and I am not saying Wolf has done this), all sorts of crazy judicial opinions are rendered that could have long-term consequences such as the continuing erosion of the First Amendment. Case in point, presiding Judge Alsop offered up “This great country which has allowed you to be a journalist — sometimes your country asks for something back.'’

While his sentiment is sound, his statement is erroneous. There is only one person who ''allows'' another to be a journalist and it is not the government. A journalist is granted privilege by a publisher, even if they are one in the same. It is the publisher who is specifically guaranteed rights in this country as written: Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.

"The press" is not defined as a journalist in the First Amendment, but rather a publisher. Journalists are hired by publishers to execute these rights. And the only reason there is any confusion today is that the advent of blogging has made it possible for anyone to publish and reach a mass audience. In some ways, blogging has brought the press back to its roots of our forefathers, wherein anyone with enough money to afford a printing press could be a publisher.

Does that mean Wolf is protected? His edited video remains on his site today so there is no injustice there. So perhaps the real question is not whether he is a journalist, but whether or not he was a participant, observer, or acting member of the press. As a participant or observer, withholding the tape is an obstruction of justice. As an acting member of the press strictly covering the protest for publication (by a publisher), he is protected under the First Amendment. Case closed.

Now only if all these fine folks involved would stop working so hard to define 'journalistic rights,' perhaps they could tell the judge to review the tape and determine whether Wolf was a participant or not. If the judge determines Wolf was a participant, then it's a much easier case to decide and all of us will be free from seeing well-intentioned people continuing to muck up our First Amendment with definitions that do not belong there, including blogger, journalist, or whatever.

E-mailing History

The most convenient and abused communication method, e-mail, turned 35 years old today. The very first text message was forgettable, QWERTYUIOP or something similar, IT programmer Ray Tomlinson told The Sun reporter Josh Burt.

But it didn't take long before people became more inventive, writing e-mails they would never pen on paper. Burt includes five of the most famous cases in his commentary: Cringe! Worst e-mails ever.

• In 2000, Claire Swires sent a saucy note to her boyfriend while working at the London law firm Norton Rose. Her boyfriend forwarded it to a few of his closest friends, which turned Swires into a global talking point.

• Lucy Gao, who worked for Citigroup, demanded via e-mail that her 39 guests adhere to numerous ridiculous demands, including what time she would accept gifts and cards for her birthday.

• Joseph Dobbie spilled his heart out to a pretty girl over e-mail, blissfully unaware that his warm words to Kate Winsall would be forwarded to the entire world.

• Richard Phillips left his job as a senior associate with the world's biggest law firm, Baker & McKenzie, after he demanded a secretary, Jenny Amner, pay £4 to dry clean his ketchup stained pants. Amner replied to his e-mail, which she cc'ed to all 250 members of their staff: "I must apologize for not getting back to you straight away but due to my mother's sudden illness, death and funeral I have more pressing issues than your £4."

• Trevor Luxton, a clerk at Credit Lyonnais, made a big mistake when he thought he'd boast about his cheating ways over e-mail, calling himself the worst boyfriend in the world. Presumably his friends agreed, forwarding his e-mail until the entire world knew too.

Burt left off a similar story, where an executive stationed overseas boasted about using his expense account to rob the company blind. His e-mail's final destination was The Wall Street Journal, which underpins the point I always share with public relations students — never write an electronic message that you wouldn't be proud to see published in The Wall Street Journal. One day, it just might be, even if you wrote it years ago.