Denuo - denuology.com

I moved into a new apartment about a year ago, and I receive an insane amount of direct mail. It’s usually addressed to “Or Current Resident,” – and I’ve gotten enough of it that I’m well versed in the rather unique tactics used in the space.

Despite this direct mail expertise, I was still amazed at this particular piece from AT&T. I’ve scanned in the envelope and the insert for your enjoyment. Click for more direct mail strangeness.

I’m in the 5th of 6 modules of the Berlin School of Creative Leadership. As you can imagine, we spend lots of time on management processes and models in tumultuous environments. My friend and classmate (Communications Director, Omnicom, Copenhagen) regularly makes demands for guidelines and recently asked for a set any business can apply to ensure they’re perpetually in beta. She did so a couple times yesterday, so I thought I’d get the ball rolling on her behalf. I do so knowing full well there isn’t an answer, but some trends do emerge when you start looking the most flexible of companies.

The executive summary:

[1] Listen.
[2] Know your company’s purpose and don’t change it.
[3] Empower employees to co-pilot the mother ship.
[4] Assume everyone is a potential collaborator.
[5] Place lots of bets and be ready to double down.

Want to do something “viral” that “creates buzz”? Here’s how:

1) Hire 50+ dancers to show up at a crowded public hot spot
2) Turn on music
3) Dance party time
4) Smile at your brilliance when you see the crowd’s “I’m telling everyone I know” reactions
5) Record event with strategically placed randoms with handycams (assures authentic, not corporate-produced look)
6) Upload to YouTube

While I’d like to say it’s time for a new promotional stunt idea, the original and knockoffs have each delivered both eyeballs and pass along.

Being a bank holiday in the UK this past week, I was afforded the rare opportunity to finally try a restaurant in my neighbourhood tailored to American style breakfasts. Normally there is an absurd line out the door of this restaurant – mostly of other ex-Pats seeking a reprieve from the otherwise hearty British breakfast of black pudding, bake beans and sausage. But on this weekend, most of London retreats to warmer locations. As I sat and relaxed – enjoying my filtered coffee and huevos rancheros, I spotted a number of large yellow stickers smattered across the other business along the Camden Passage. The sticker said ‘We are listening.’ I immediately thought ‘that is brilliant’ (borrowing a term from my current homeland). Were these stickers a way for business to show that they are actually listening to their customers and acting upon that feedback?

The latest Snickers ads with Master P and Patrick Ewing got me thinking why this hasn’t happened more often.

Have you ever received a creative brief that left you scratching your head for great ideas? Me neither. But in a hypothetical case where that were to ever happen to you, this seems to be a fix-all solution to keep in your desk drawer.

What solution you may ask? Insert “has-been” celebrity*

Nothing breaks through the clutter more than content with an old celebrity. Currently, the leading benefactor of this advertising band-aid has to be MC Hammer. Mr. Hammer has promoted everything from Nationwide Insurance to ESPN Monday Night Football. He was even featured in Cash4Gold’s Super Bowl spot this past February. Seriously, he has become the Peyton Manning of former celebs. While I know his cameos help solve his past money issues, I wonder why Hammer won’t share the spotlight or better yet why haven’t brands moved on to other faded stars?

There are plenty of out of work former celebs that would make for great advertising.