Finding your work/life balance can be a challenge in any job. Making time for everything you want or need to accomplish can be overwhelming, but there are many ways to figure it out. As unique are you are, so is your solution.

Start with a priorities list to figure out what is important, what needs to get done and how to accomplish it. Once you have a list, you can create a plan. A day-by-day agenda will be helpful in busy times as it gives you the opportunity to focus.

When creating your agenda don’t pack your day of just work, make sure to add in a few brief breaks to let you get your focus back and give yourself a break from staring at a computer screen.

• Maybe stand up    • Grab a coffee             • Eat some fruit          • Sit on the patio

• Have a stretch      • Pester a co-worker   • Take a short walk      • Play air guitar

Not only will these mini-breaks help create flow for your day, but they also add to your long-term physical health. At lunch, doing an activity you enjoy will also give you a break from work and allow you to focus and be more efficient while at work. It also lowers stress levels and contributes to a more productive afternoon.

You will find that over time, incorporating balance into your day will provide a lower stress, greater efficiency work environment. It will also help you achieve your goals and contribute to a healthier environment for you and your colleagues.

Personally, it allows me to commit to what Hal Johnston and Joanne McLeod coined so long ago “keep fit and have fun.”

http://search.dilbert.com/comic/Work%20Life%20Balance

Much of the discussion has been around cases in the US, and because I’m trading in ideas here, I’ll draw on an example set by our southern neighbours. I’m also simplifying greatly, in the interest of brevity. This is a much bigger issue than what I discuss here.

A recent case (this December) involved a lawsuit against a blogger, where the plaintiff was awarded $2.5 million¹. The judge in the case needed to determine whether the blogger in question should be protected by the law that gives certain privilege to journalists. Laws like this are designed to ensure that journalists can speak freely; that the risk posed to people who might suffer damage from such free speech is outweighed by the benefit to society of the free flow of uncensored information. In this case, the judge ruled that the blogger did not deserve this protection².

There is no doubt that for our society to function fairly, we need to allow information to flow freely. And, in order for facts to flow, we need to make sure that there isn’t unreasonable risk to the people sharing.

My problem is that I don’t think many of those “citizen journalists” have earned their title. [and neither have many “traditional” journalists - I had an interesting argument with SunTV’s lawyers about this last year ³ - Click here to see the entire conversation.]

My job as a strategist in the advertising world is to help clients sell their product. I also know that part of my job is to make sure that in doing so, I’m not misleading a consumer. That doesn’t, in my mind, mean that I must “not lie”. I think that the idea of not lying as a standard is a cop out. We’ve all heard of political campaigns, product endorsements and advertising that, while not telling a lie, misleads the people who hear or read it. Not lying isn’t good enough.

As an advertiser, I (and we) have a certain amount of power to sway people’s opinions and beliefs, and I’m very aware of how we use our influence. I don’t want to be known as an advertiser with questionable ethics. I want to be known as a creative, compelling, honest advertiser, and one that puts the diligence in “due diligence”. And fortunately for us scrupulous ad men (and women), packaged properly, the truth is compelling in a way that subtle misinformation never will be.

When an advertiser seeks to mislead their audience, I judge them harshly – and I think others do too.

I think we need to set a similar standard for people to meet before we recognize them as a “journalist”. I’ve seen people who fit under the traditional definition of “journalist” using unethical and misleading statements, and I’ve seen well-researched bloggers making compelling arguments. Simply defining the term based on the medium they use is too simplistic.

In the end, we need to do a better job of clearly identifying what we expect of those who we, as society, choose to protect. And, as always, I hope that rational thought, and not traditions or legal or semantic arguments, wins the day.

May we remind you: Please be self-restraint and be a good tourist to mold a well-mannered imagination.

When I arrived in China as part of a choir tour last year I was greeted by a billboard admonishing me to “mold a well-mannered imagination.” Not quite sure how to react I took a closer look. The accompanying pictures suggested I was not to litter, spit or set up shop in front of a Buddha. Since I didn’t have any wares to sell I got to thinking that perhaps I wasn’t in the target audience. This message was aimed at the millions of local Chinese tourists who were also arriving in Beijing. What my imagination had to do with being a good tourist still eludes me, and why the English translation??

I found similar messages around the city, such as the one below, asking me to be frugal and strive for self improvement. Again, probably not aimed at me. The government had mandated our tour make “cultural” stops at jade and silk factories–more accurately described as glorified sales pitches. I quickly got the not-so-subtle message that I was supposed to spend as much money as possible. So much for frugality!

China’s extensive campaigns targeting “bad” tourist behavior leading up to the Beijing Olympics have been well documented. Apparently, the Chinese government continues to be big on these type of social marketing campaigns.

I was reminded of my experience in China while doing research for one of our clients. We were looking at health promotion as a behavioural challenge. Behaviour can be understood in terms of three aspects: knowledge, skills and attitudes. Behavioural campaigns usually do a reasonable job of addressing knowledge and skills, but have traditionally been less adept at addressing the more complex factors influencing attitude.¹

Factors which require us to ask a number of important questions:

• • What is the perception of risk and the associated consequences of a behaviour?
• • What is the benefit or cost of carrying out a behavior?
• • What will other people think of me if I do (or don’t) carry out the behaviour?
• • Am I in control of the behaviour?
• • Am I ready to carry out the behaviour?
• • Is the Chinese government actually scanning my imagination when I walk through the metal detector at the airport?

Minus the Chinese conspiracy theories, we’ve been asking ourselves these behavioural questions while building the campaign for our client. An experience I had near the end of my trip reminded me that you can’t attempt to change behaviour without first tackling the key drivers of that behaviour.

I was waiting to cross a major road in Shanghai (which immediately labels me as a foreigner because it is not customary in China to wait to cross a road) when I noticed a woman dressed in an official uniform desperately blowing a whistle and shouting. Who she was shouting at was a little unclear at first because none of the people around her were paying her any attention. That is, none of the people “illegally” crossing the busy road were paying her any attention. Finally she spotted a younger person weaving her way through the traffic–someone she could exercise her authority on. With some more emphatic shouting and a friendly use of force the uniformed lady sent the girl back to the curb to wait with me until the light changed. In the meantime, about a dozen other people paid traffic lights and uniformed officers no heed.

As this sobering YouTube video demonstrates, a proper social marketing campaign addressing both pedestrian and driver attitudes in China may be in order.

You will need:
– A black and white drawing of a face (I stole mine from Valery Goulet)
– Highlighters. 1 red. 1 blue
– 3D glasses

Start by drawing a beard on your face (the drawing, not your own) with one of the highlighters (I chose blue to start).

Once your first colour is complete, draw with your other colour, lines that slightly overlap the originals. In theory, the less overlap the closer the beard will appear and vice versa.

Keep going until you have completed all of the lines/beard hairs. Once complete, put on your 3D glasses and have a look.

You will see that it sort of works. Now remove your glasses and enjoy the aching sensation that has found its way behind each of your eyes.

However, I do believe in good food made by people who care about what they do. It just makes sense. It seems (based on these advertisements—and advertisements don’t lie right?) that Chipotle Mexican Grill cares about food. The Back To The Start spot is a beautifully animated 2+ minute commercial showing the evolution of the American farm, focusing on an independent pig farmer. It starts with an idyllic farm being built small and sustainably, only to bow to the pressure of big industry and accept factory farming practices. Slap some Willie Nelson (covering Coldplay) over that, a cautiously optimistic happy ending and you’ve got yourself a good ol’ heart string pullin’ commercial.

So what right? Every major fast food producer is trying to convince you that they give a damn. It’s good for business. That’s the thing about advertising though. The “spin” has made us untrusting and cynical and we’re inclined to think that every corporation slinging their product is probably lying to us.

So is Chipotle being dishonest? Possibly. Do they care as much as those adorable, happy pill shaped pigs will lead us to believe? No clue, but the fact that they have almost 14 minutes of extra video backing up the 2 minute advertisement sure helps their case, and it sure is interesting to see how some (seemingly) honest advertising is making this vegetarian want to eat a ethically produced carnitas burrito.

Check out farmer Paul Willis’ story here:

Tall Grass Prairie story:

Chipotle’s CEO/Founder talking about food:

I know exactly what you’re thinking. Who would’ve ever guessed that a strikingly handsome ad professional like myself would love Super Bowl ads? Shocking revelation, right? But please bear with me. This is more than just another blog about how super Super Bowl ads are.

What it’s really about is what us advertising folk can learn from Super Sunday, i.e. people actually enjoy good advertising.

Think about it. What other day do people set down their remote controls come commercial time? When else is the term commercial break not synonymous with pee break? And here’s the clincher: Name another time when people not only look forward to watching ads, but also to discussing and sharing them with friends and family. You can’t, can you?

So what does that say about the state of advertising the other 364 days a year?

It’s not pretty. In fact, it brings me to an eye-opening truth about my job that I had to come to terms with long ago, and if you’re in this industry, I advise you come to accept it too:

PEOPLE HATE ADVERTISING!

Or at the very least, they are numb to it. And who can blame them? We are barraged with thousands of marketing messages every day. 95% of which are dull, uninspiring shit.¹

But there is still hope for our industry. Remember back about eleven words ago, when I said 95% of ads suck? Based on my math, that means that about 5% of ads are getting it right.

Believe it or not, some agencies strive to create ads that people will actually enjoy. Ads that move people to think, get angry, cry, laugh or maybe even shoot milk out of their noses. Ads that people find engaging, entertaining and worthy of sharing and discussing, much like the aforementioned Super Bowl ads.

Granted, not every client is looking for the next Old Spice Man-like concept and we don’t all have multi-million dollar budgets to cast David Beckham in our ads, but we do all have the power to create ideas every bit as big as the codpiece Becks had Posh stuff down his skivvies for the new H&M campaign that premiered on Super Sunday.

Advertising students, professionals and clients, please join us and take the pledge to approach every ad as though it is Super Bowl bound and together we can make our world a happier, ad-friendlier place to live.

Despite what my wife says, an ad can be good even without Beckham

I do NOT draw crotches. That shit is free-handed.

Remember when you were six years old and found a piece of paper big enough to trace your friend? Remember how innocent it all seemed, especially when you reached the upper inner thigh? Flash forward to this afternoon at FREE.

So, who doesn’t need $5,000 to spruce up their wardrobe for Spring? Well, maybe Vince (and Mike) as he refused to participate… But everyone else at the agency jumped on the bandwagon. Some had to be shoved in front of said wagon, but we picked them up just the same.

Southgate Centre has a contest on right now: the Office Style Upgrade. Given what’s at stake, $5,000 and a makeover by Eveline Charles for the team, a little sweat equity seemed to be just what the doctor ordered. All we had to do was upload a photo of our office in our less than appealing wears and post it to Facebook.

Spearheading this initiative, I got to know each of my team members quite intimately. I was quick to disclose, however, that I do NOT draw crotches. That shit is free-handed. Oh, and for the ladies, a quick nip and tuck at the hips and thighs is just an extra courtesy. You’d be surprised what kind of awkward conversation can be made as you gingerly balance over someone whilst tracing their bod.

In the end, will all the hard work (and sucking it in) be worth it? We’d appreciate your help if you can spare it. Hell, I’ll even throw in a FREE body tracing… I may even trace your crotch if you’re lucky. Tell your friends.

THE TIME TO VOTE HAS COME:

http://www.southgatecentre.com/programs-jobs/your-office-only-hotter-contest/

You can only vote once a day per IP address (if you’re in the same office, you’ll need to vote from a smart phone or at home). The crotch tracing offer still stands! I will do more than one of those PER office!!

LOCALS ONLY - Skatepark Air, Jay Adams, Reseda (No. 72), 1977

I remember the day I bought my first Thrasher magazine. It changed my life! I became obsessed with the super gnarly ads that dominated the mag. They were covered in skulls, dragons and creepy images that made my mom cringe. These added to my increasing fascination and devotion. I plastered my room with these ads and bought everything they were selling. I was proud to rep the gear and I associated myself with these edgy, independent companies run by skaters. They symbolized everything I stood for; anti-establishment and non-conformity. Little did I know the sport was at the climax of its evolution from an underground movement to where it is today.

ANGELS - La Bufadora (Todd Foot), Ensenada, 1977

The rest is history. Skaters began to market themselves as professional athletes and rock stars. Skateboarding is now a multibillion dollar a year industry. It’s everywhere! When I go to a competition or watch a video or even television shows where the focus should be skating, I am inundated with the message “ If you buy these shoes, you can skate harder”, “Drink this and you will go faster for longer”, “Wear this and you will be cooler”. All I can say is for @#$! sakes! I just want to see these people skate! Has the industry that I loved so much for keepin’ it real changed into the corporate monster that I was so against? Yea, probably, but I still love it.

ANGELS - Skateboarding Construction, Montebello, 1977

In 1975, A photographer named Hugh Holland was lucky enough to see a group of boys tearing up a drainage ditch on the side of Laurel Canyon Boulevard. While not a skateboarder himself, he was able to befriend the locals and began documenting their sessions over the next three years, capturing the purity of the sport at the beginning of its culture. He photographed the skaters at sunset, using old negative movie film, giving the photos the warm tone that we now try to copy using Instagram. His work is amazing to me. I owe thanks to Hugh Holland for giving me something to look back on, the good old days when the sport was innocent. Well as innocent as the saying “Skate or Die”.

ANGELS - HollywoodLocal, 1976

All images © Hugh Holland, courtesy of M+B (www.mbart.com).

A proposal from FREE

So you’re looking for an advertising agency. Maybe it’s for a project or a campaign, perhaps it’s for more of a long-term relationship.

Straightforward process, right?

Simply send out an RFP to three to five reputable agencies, maybe shortlist for an hour presentation to see who best fits your needs, then make your selection.

The problem with this model is that a 20-30 page proposal and an hour in a boardroom is not necessarily indicative of what a real working relationship is all about. It’s not fair to the agencies involved and more importantly, it’s not fair to the client.

Another approach to take is to include a strategic assignment—asking the agency their thoughts on how they may approach a client issue. This is problematic too. Reaching a deep understanding of a client’s brand and the human truths that motivate their customers is challenging, if not impossible to achieve without a great deal of interaction with the client and some really well designed research.

The cost of new business presentations is significant. A study conducted by KPMG for the Institute of Communication Agencies (ICA) found that capability-only presentations cost agencies an average of $6,700. When incorporating a strategic assignment, that cost rose to $30,500 on average.¹

Ultimately, costs from pitching new business get passed along to clients, which begs the question: Are clients getting full value out of the pitch process? I think there’s a better way.

I believe that an agency search should be less of a selection process and more of a connection process. It should be an exercise in interactivity that sets the stage for a partnership built on trust and a shared desire to create the best work.

Of course, it’s not a perfect science and there‘s no magic formula for how to choose the best agency relationship for you. However, I think there are some things that should always be considered to help you get the most out of the process.

1. Clients must really be in a position to get the most out of an agency. They should have enough knowledge to brief the agency and clearly prioritize what they need.
2. Agencies must afford the same respect to the client. Proposals ought not to be developed from templates. It’s insulting to the client and we don’t do it.
3. Clients can realize a great deal of value from spending time with people from the agency. Touring through the shop is not enough. Be open to real interaction and discussions about the brand or issue. Plus, thinking through a problem is fun.
4. Agencies should prioritize business they are genuinely interested in and be more selective about what they work on—and be open to telling this to clients.

There are some great resources out there that can assist in selecting an agency. A good starting point is contacting the Institute of Communication Agencies (ICA). They can provide you with resources that discuss best practices in selecting an agency.

All agencies really want to do is create the best work for their clients. Setting up the relationship right at the beginning is a positive first step toward achieving that goal.

Technically, most kisses begin with either alcohol or uncomfortable small talk, says Mr. Israel.

Dear Single’s Awareness Day (also known as Valentine’s Day),

From an advertising perspective, I’d like to thank you. It’s because of days like you (and Christmas) that our industry continues to flourish. Think about all the different ways you challenge us to remind people of their innate loneliness… people in couples can’t even escape this feeling if we’ve done our jobs properly. We groom everyone early. Who wouldn’t want a Happy Valentine’s Day wish scribbled on the back of a Thomas the Train card?  “I choo…choo… choose you!”

Even in 4th grade, an empty heart-shaped, makeshift mailbox feels like crap. In a perfect world, we sold you the chocolate that made you feel better.

Chocolate comfort in grade 4, in turn, may have led to a life-long battle with emotional eating. To which we have the solution: a gym membership. Of course you can’t wear just anything to the gym – how about some overpriced technical gear? We have just what the doctor, or yoga studio, ordered.

When you leave that change room, you’ll probably notice how red your face is or greasy your hair may have gotten. No worry. Use these numerous beautifying products and you’ll be just fine. Ready to meet someone, even. You know, so you don’t have to spend this Valentine’s Day ugly crying at The Vow. Although, we’ve also sold you that idea – that you’ll be sharing your Valentine’s Day with Channing Tatum (or Rachel McAdams… but let’s face it, nobody’s going to choose her over him, myself included).

Some lasting messages I associate your holiday with include:

“Every kiss begins with, Kay.” Technically, most kisses begin with either alcohol or uncomfortable small talk. Score 1 for us.

“Diamonds are a girl’s best friend.” Really? In the majority of scenarios, a girl’s best friend is someone of similar socioeconomic status that has engaged in some type of lasting two-way relationship. Rarely is her name, Diamond.

This Single’s Awareness Day, I’m going to capitalize on a new card market with my friend, Jess. These cards will be targeted at the nosey neighbors, coworkers or caregivers who may be aware of any indiscretions you couples have made these past 364 days. They shall read, “Snitches Get Stitches.”

By this time next year, Jess and I will be millionaires. Most certainly we won’t be single then.