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It’s not easy being me. I piss a lot of people off. I have a short fuse with people who don’t do what they say. I do entirely too many things all at the same time. I work very, very long hours and don’t get to spend much time with my family. I do not suffer fools easily. I demand the impossible from people who never even attempt to do the difficult. I am not a happy-go-lucky guy. All of these character flaws tend to take their toll on the people in my day-to-day existence. Perhaps they think I am worth the agrivation. (Fingers crossed.) None of this is made any easier by my insistence on being the guy who is set on reinventing advertising. |
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This is the reason that once a year I take myself aside and spend the week between Christmas and New Years trying to reinvent myself for the coming year, a process you may know better as the New Year’s Resolution syndrome. Generally speaking, I try to boil my resolutions down to a single, simple statement. Something I can remember to do. Last year it was, “Stop talking. Do Something Real.” The result during 2008 was an indepth reengineering attempt at defining the shortfalls of advertising as a meaningful means of communication and then evolving an alternative series of principles and practices grouped under the banner of Lean Advertising (the precursor to NeoAdvertising)with my collegues at the IAPIA. In 2008 I invested a wealth of time, money and effort into not just writing about the decline and fall of Advertising, but also building computer models, web networks, affinity groups, work teams and a significant body of empirical data to prove or at least document our progress in determining then deploying what comes next. In December I went to New York at the invitation of Nancy Hill, CEO of the American Association of Advertising Agencies as a part of their ongoing overview of the impact of emergent technologies on Advertising Best Practices. Adonis Hoffman, Senior Vice-President and Counsel of the 4A’s set the agenda for us to present our work on NeoAdvertising to date. Mind you this review/presentation/meet-and-greet and luncheon took a week out of my life. Ms. Hill’s team brought me to Gotham on today’s equivilant of the “Super Chief” and “The 20th Century Limited.” I support Amtrak. Besides It’s the only first class transportation left in America. During the three days rolling East from LA, I was able to develop a project in exchange for their gracious hospitality and their vital input to the development process of the NeoAdvertising Platform. Cultivating the interest of the 4A's is just one example in an effort to "Do Something Real" for the NeoAdvertising Platform in 2008. Of course when the bottom fell out of Wall St. during our lunch with Ms. Hill, it sounded a very real wake up call that there is a need for the Advertising industry to join us in the Reinvention Process at IAPIA. 2009 will be even harder as we go higher. We got a little jump on 2009 Resolutions with our proposal for A White House Office of Creative Affairs right on the heels of the 4A’s Meeting. Working within the strict guidelines of the Transition Team and it’s amazing change.gov we got our proposal reviewed and many of the elements are to be found in the new Citizen's Briefing Book section of the site. But locked away in spare room over the holidays with family, I hammered out the 68 areas for improvement that I have to address in 2009 if we are to do business with the Feds orthe Industry giants . For Example: Number 34: Which leads us to this year’s simple statement, “Do Everything Better and Better.” The time to focus is at hand.
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