Back In The Good Old Dayz.

The Journey To Great.

The Wherewithal Of A Legend.

Laugh Out Loud.

The Battle For Coca-Cola

The Battle For Coca-Cola
Rages On.

Ain't Nothing Like
The Real Thing, Maybe.

Last Blast Of Cool.

The Death Of Advertising.

I Don't Mean To Say
I Told You So, But...

It Is Futile to Resist,

Are Consumers Smarter
Then We Are?.

The Four Great Myths
Of Global Branding.

Agility In The Marketplace

Mitsu Who?

The Best Laid Plans
Of Mice And Men.

The Future As I See It.

 

 

"Dare to Be Great. O.K. I can do this now. It's the witching hour. Now is the perfect time to tell the story of the mad genius who made "The Matrix" a reality through sheer force of will. Only to burst into flame from the heat of the sun and spiral tragically earthward. This is the hour that was his kind of long night's journey into day.

Now I can see him clearly, as if still entwined in his dream of a life gone mad. Genius mad. Unfulfilled mad. Reeling out of control mad, but still firmly in control, mad. I remember how small he was in life. Small. You know, as in Groucho Marx small. Pacino small, but big.

Crouched down low in the cashmere top coat with the collar turned up. Walking briskly, hands pushed down in the pockets, perpetual Camel, dangling from the lip as the rapid-fire stream of unconscious thought came tumbling, no, rumbling forth.

"No, no, no this is it. Right now. Right here. This is the movie. Fuck the script. Writers are all parasites. This is the movie. This conversation. These ideas. This flow is the movie. What if we're in the movie now? What if this is all it ever gets to be? Does that still make it great.? Damned straight it does"

 


VOLUME
TWENTY-ONE
WEDNESDAY
JANUARY 26,
2005

Dan Cracchiolo. Force of nature. " Growing up hard on the streets of Brentwood. Born to the Italians raised by the Jews" is how he loved to put it. Dr. Cracchiolo, his father was Physician to "the Man." Chairman of the Bored, Francis X. Sinatra. His running buddies were the true rat pack of Hollywood. "Bobby Downey got hooked on trying to be me. He could never get to be me so he went for the runner up. What ever he could smoke, shoot or snort to forget he could never be me. Hell, I couldn't even be me and I had more practice at it than anybody." And then, on June 15th of last year, the blow torch went out forever. Forever.

I like what you're doing, but I can't help but wonder what you hope to gain from it. -Doris S.

Fame - HW

Why do you keep saying you're holding out for an offer from WPP? They would never pay you what you're worth.

I'm expecting them to pay me more than I'm worth. That's why I'm holding out.- HW

Consider what it might be like to have everything that Hollywood could offer and still not have enough. Think of being the apprentice to a sorcerer who made "The Donald" look like an alter boy. The alter ego of Joel Silver. One of the guys who ate the sharks that everybody claims, ply the waters of Hollywood. Then one day, after making "Conspiracy Theory" and "Lethal Weapons 3 and 4" with Mel Gibson and "Swordfish" with Travolta, "Thirteen Ghosts" and "Exit Wounds." "Romeo Must Die" and other mindless, hyperviolent "Joel Silver "shitburgers", everything changes.

These two guys from Chicago sit across from you in the Warner Bros. palace that is Silver Pictures and push this comic book across the table at you. Imagine how your entire twisted, tormented life would change when you open the page to read the only words in the only panel on the elaborately drawn page. "What Is The Matrix?" And so it begins. Your journey into madness.

Everything used to be so clear cut. You were Silver's "go to guy." That meant that everything that went to him had to go through you as President of Production. You had the power. Then fate, karma, or maybe just plain old misfortune. Puts these two Wachowsky Brothers square in your path. Nothing would ever be the same again. You knew it. You felt it. This comic book of an epic with every shot, every scene, every sequence meticulously thought out. Realizing this into reality would be the only thing that mattered. Producing "The Matrix" would define your life for the rest of your life.

You get Terry Semel on the phone. He's the head of Warner Brothers Studios and one of the last of the Moguls. You get him on the phone because he thinks you have a problem on "Lethal Weapon 4" and nobody wants any problems on a surefire moneymaker, so he takes your call. "Terry. Dan. I need a drawing board for the storyboard guys on Matrix" says Cracchiolo. "I thought this call was about LW4?" says Semel." If you knew this was about Matrix, would you have taken the call?" says Dan. "Probably not." Responds Semel. "Then I need a drawing board for the storyboard guys on LW4."

That's what a movie producer does. He lies his way into getting the picture made. Suddenly a picture that was budgeted at $16 million with a washed up cult star, a Denzel wannabe and a girl who fills a shiny plastic suit like nobody else on the planet, gets to be a $45 million dollar tour de force in film-making. The movie Hollywood couldn't wait to see. Then couldn't stop talking about.

Suddenly, the film that would define you, is done. Now your job is to wrangle the on probation DMX and the progressively porked out Steve Sagal up to Canada. The ride on the wild mouse is over and it's time for shitburgers as usual. But business can never be usual for you again. The box office can't stop building for Matrix. The Media can't stop talking about it. People can't stop taking credit for it and they can't stop taking their bows long enough to give you any credit for it. Besides, you're too busy trying to calm down a Russian Mobster whose Ferrari was rented for a scene with Steven Segal to be concerned about credit for "The Matrix", right? Too busy trying to convince the mob guy that Steve will be right back with his ride. Even if Segal nor the ride has been seen for the past three days. So what, if the Mob guy only agreed to rent you the car for four hours? You're in a state of production. Somebody tell Ivan to step the fuck off.

By the time you're back in Hollywood, your brain is fried. The Matrix spotlight has moved on. You've failed your fourth drug test in as many weeks. Your royalty participation talks with Joel Silver have broken down. Your one nerve left is sprained to a snap. And then it does. And in a meeting of Silver staffers, you boldly stand up and point your puny little mortal finger at god and say those words that will signal the end of your career. "Joel. You've murdered the spirit of film making."

And then you're out. A decade of absolute power and authority; over in an instant.

And so there you sit. Surrounded by the red velvet walls of your $1.8 million corner apartment on the 19th floor of the Sierra Towers overlooking the ribbon of headlights and tail lights that define Sunset Boulevard as it curves eastward towards the ten story painting of Britinny Spears ass. And you remark to your running buddies George and Harry. "So now what?" Even though all you can think about is the fact that your phone hasn't rung in hours. "Now we get to work" says Harry. "Dreams are nice" says Georgie Vetrano, the smooth as glass ex goomba kid-turned Mortgage Banker from New York. "Dreams are nice, but the money makes them real." And one by one the new brain trust is assembled. The whip smart Chinese finance guy and ex-kick-box champion, Meng. The too slick Arab model management guy from Toronto everybody calls "Z"

The tough as nails, heart of gold "shadow" Antonio.

All of us want to be. Dan is the only one who was. Little do any of us know that at that very moment the wheels in Hollywood are slowly turning to make sure he never is again.

This is his dream we are setting out to build. This thing he calls "Opus Communicea." The phoenix he promises to raise up from the ashes of his self-emmolated career. And so, all of our lives are put on hold. All leaves are canceled. My wife is 4 months prego. "Too bad. Danny just called, gotta go." George has million dollar mortgage deals about to close. "Too bad. Danny just called. Gotta go." Z has a baby girl up in Toronto he hasn't seen since she was born. "Too Bad. It's 4am. Danny just called. Gotta go." And that's how it went until the business plan was done, The investors were secured and the $2.5 million was in the bank.

Now the madness could really begin. Tune in next week for "Pleasure Dome"

For Jeffrey Wells excellent farewell tribute to Dan click here.

Fight Club

Everybody should stand up in a room full of eager young people one day and try to teach them something. Anything. Certainly one of the scariest things I have to do during the course of trying to make it from Monday to Monday. Scary because you don't ever want to waste a young person's time. They already have so many things stacked against them, just trying to contemplate how they are going to untangle this fucked up planet we are about to leave them with.

My Monday night class at Cal State seems to populated with bright enough students. They are all basically members of the Senior Class which means that they should be scared shitless right about now. A recent article in the Village Voice, entitled "Sorry Kids." Put it this way.

"Used to be that if parents could just get their kids through college, they were home free, and their kids would be self-sufficient. Used to be these parents could find some reasonable way to pay for college–save some, borrow some, get their kid financial aid and a part-time job. But with income falling further and further behind the cost of living, parents can pay just a fraction of their kids' tuition, or none at all.

Their only option is debt–some for themselves, but even more for their offspring. Kids end up crying out about their post-college debt, but most of their parents have sacrificed a lot to get them that degree, however mortgaged it is.

When colleges calculate what parents can afford to pay, says Kalman A. Chany, author of Paying for College Without Going Broke, "the expected family contribution is not what a family can pay but what the parents can finance through current income, liquidating assets–former income–and borrowing money from their future assets. Colleges charge what the market will bear, and they don't care if you end up in the poorhouse later. They got their money."

If you're "lucky" like Queens hairdresser Carol Viola, whose son Joe is now in med school, your parents will die young–at age 70 or earlier–and maybe even leave you money for your kids' education. If you're "unlucky" like Penny Banker-Mertz, a tax preparer in Bay City, Texas, your parents will live long enough to eat up their assets with expensive health care.

The money Banker-Mertz planned to use for her son's tuition is now going to pay for an assisted-living facility for her late husband's mother. "As my son so crudely put it," she says, " 'Does Grandma know she has to be dead for me to go to college?' "

So that's what I find so scary. I can't just stand up there and bullshit these guys and tell them how great I used to be. I need to give them something they can use, because it's for damn sure this business won't be there to hire them.

Look what happened at Deutsch this week. They folded their cards and walked out of the Mitsu dance. Their client had asked for $8 billion to stay afloat. They got three. Two new car lines coming out. Half the money to bring them to market. It's only going to get worse.

I told my students that if any of them thought they were going to get jobs with their fancy diplomas, they better get a clue. There will be no jobs out there to get. And if their parents are not damn careful, there will be no jobs out there for them either.

So what they learn in my class. One of the last classes they will have. Had better prepare them for being self sufficient.

That's why I entitled the class, "The Big Idea: How to get it. How to Protect It. How to Sell It." Because that is what those young people are going to need. They are going to need something to sell. Something besides themselves to an employer. Or worse.

If any of you reading this out there are in the Southern California area and you would like to come out to the Cal State campus and share an evening with some exceptionally bright young people and tell them what you do and how you do it. We would love to have you. Just drop me an e-mail. If you're not in California, find a college and do it anyway.

I won't be telling you what goes on in "Fight Club" ( the "unofficial " name of the class) because, as you know, the first rule of "Fight Club" is. Never tell anybody about Fight Club.

More. I'm considering doing this column twice a week because the traffic
seems to warrant it. If you have an interest in me doing that, send me a
note. If more than 50% say yes, then I'll make the time. If not, I won't.
It's up to you.

 

Stay Tuned.

 

MARKETERS FROM
THE FOLLOWING COMPANIES
READ MADISON AVENEW:

OGILVY & MATHER
MULLEN ADVERTISING
THE MARTIN AGENCY
TBWA CHAIT/DAY
GSD&M
YOUNG&RUBICAM
McCANN-ERICKSON
LEO BURNETT USA
PUBLICIS
FOOTE,CONE,BELDING
GREY ADVERTISING
HILL, HOLIDAY
LANDOR ASSOCIATES
MODEM MEDIA
BUMBLE WARD & ASSOCIATES
WPP GROUP
DAVID & GOLIATH
LOWE LINTAS
BRODEUR PORTER NOVELLI
INTERPUBLIC GROUP OF COS
SULLIVAN, HIGDON & SINK

NOBLE & ASSOCIATES
BBDO NY

SAATCHI AND SAATCH
FLEISHMAN HILLIARD
LTC/GSD&M
WONG DOODY

HAL RINEY & PARTNERS
DEUTSCH, INC.
DDB NEEDHAM
CIMARRON GROUP
CAMPBELL EWALD
ZENTROPHY
HILL & KNOWLTON
US WEB

J. WALTER THOMPSON USA
JAGER DI PAOLA KEMP
TRUE NORTH COMMUNICATIONS
CHICAGO CREATIVE PARTNERSHIP
D'ARCY MASIUS BENTON & BOWLES

MODERNISTA
BRAVO GROUP
HAL RINEY & PARTNERS

DAI WORLDWIDE
ORGANIC ONLINE

ADRANTS
NEW YORK TIMES
CHICAGO TRIBUNE
NEW YORK OBSERVER
BRANDWEEK
ADWEEK
LAS VEGAS REVIEW JOURNAL
DOW JONES
LEXIS-NEXIS
COX NEWSPAPERS
PUBLIC INTEREST NETWORK
MONSTER WORLDWIDE
HOUGHTON MIFFIN COMPANY
REUTERS INFORMATION
CMP PUBLICATIONS, INC.
HARPER COLLINS PUBLISHERS
MERIDITH CORPORATION
THE MCGRAW-HILL COMPANIES
THE PROVIDENCE JOURNAL
LOS ANGELES TIMES
GETTY IMAGES
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BANK OF AMERICA
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THE PRINCIPAL FINANCIAL GROUP
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INVESTORS BANK & TRUST
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MUTUAL OF OMAHA
RELIASTAR FINANCIAL
CENTRAL LIFE INSURANCE
FARMERS INSURANCE GROUP
CHARLES SCHWAB & CO.,INC.
PRICE WATERHOUSE


GENERAL MOTORS
MERCEDES-B ENZ OF N.A.

FORD MOTOR CO
MITSUBISHI MOTOR SALES OF AMERICA
NISSAN NORTH AMERICA
CHRYSLER MOTORS CORP


MICROSOFT CORP
SUN MICROSYSTEMS
CISCO SYSTEMS
IBM CORPORATION
PULITZER TECHNOLOGIES
DIEBOLD
HUGHES NETWORK SYSTEMS
NEW DREAM NETWORK
EQUINIX, INC.

SYMANTEC


ESTEE LAUDER COMPANIES
THE LIMITED, INC.
TIFFANY CO.

BOEING
AMACO CORPORATION

20TH CENTURY FOX
DIRECTV
VISABLE WORLD, INC.
VIACOM INTERNATIONAL
UNIVERSAL STUDIOS
DISNEY WORLDWIDE SERVICES,
INTERNATIONAL CREATIVE MANAGEMENT
CAA
HOLLYWOOD GOWER CENTERH
SCREENVISION
EMERILS HOMEBASE
BARNES & NOBLE.
FANDANGO
ELECTRIC LIGHTWAVE
TICKETMASTER
PUBLIC BROADCASTING CO.
CLEAR CHANNEL WORLDWIDE
ESPN

ALLTEL CORP
EARTHLINK, INC
ALLTEL INFORMATION SERVICES
TIME WARNER TELECOM
XO COMMUNICATIONS
ALLEGIANCE TELECOM
INTERNET ALLEGIANCE, INC.
UUNET TECHNOLOGIES
VERIZON
COMCAST CABLE COMMUNICATIONS HOLDINGS
GLOBAL CROSSINGS
ITC DELTACOM
GTE GOVT. SYSTEMS CORP
VERIZON WIRELESS
T-MOBILE USA
ROGERS MEDIA, INC.
UUNET SOUTH AFRICA



UNITED SPACE ALLIANCE
NASA
PORT AUTHORITY OF NY NJ
UNITED NATIONS DEVELOPMENT PROGRAMME

DELTA AIR LINES
S.C. JOHNSON WAX
MERCK & CO.
KAISER PERMIANENTE
CANADIAN MENTAL HEALTH ASSN
STARBUCKS COFFEE CO
THE PROCTER AND GAMBLE
COMPANY
SCHERING-PLOUGH CORP.
DR PEPPER/SEVEN UP
RCN CORPORATION
HOTJOBS.COM
PFIZER
IKEA NA SERVICES
TISHMAN SPEYER PROPERTIES
HEINZ SERVICE COMPANY
RIVES CARLBERG, INC
KINKOS, INC
McKINSEY & COMPANY, 1NC.

And You.


     
       

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

THE FINE PRINT

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