FreeThink

Organic, Straight Up

noreply@blogger.com (DoubleE) — Mon, 17 Nov 2008 18:06:00 +0000

According to a story in Treehugger, GustOrganic (an all-organic restaurant in New York) is now home to the world's first all-organic bar. The bar uses only organic spirits, beer and wine, which has earned it the honor of being the first bar certified organic by the USDA. GustOrganic also boasts a wind turbine on the roof and the menus are made from 100-percent recycled paper and printed with soy ink.

While New York might be a bit too far to travel for our next happy hour, Oregon is home to plenty of organic beverages to order up during your next outing. Order up an Elemental Vodka from Highball Distillery here in Portland, or mix a drink with Organic Nation vodka or gin from Cascade Peak Spirits in Ashland. If beer is more your speed, sip an organic IPA at Hopworks Urban Brewery in Portland or Double Mountain Brewery in Hood River.

Cheers!

-Laura Herbert

They're Lining Up for The Nines

noreply@blogger.com (DoubleE) — Mon, 10 Nov 2008 18:55:00 +0000

After seeing it at night and now by day, I'm weighing in with a review on Portland's newest, swankiest hotel, The Nines.

Many say the opening party was the social event of the year -- people were literally lined up around the block to get in! Not too many complained however, as we were pampered by the staff who served us hot apple cider, lest we be chilled in the evening air. Entertained by Storm Large and Pink Martini, fed delicious morsels from the Urban Farmer restaurant and surrounded by unique art, I say it was a spectacular soiree the likes of which Portland has not seen for some time.

However, amidst all this luxury, I was struck by the blandness of the vanilla atrium; at first I wondered if I'd wandered into a Grand Hyatt or Embassy Suites hotel by mistake. And while the restaurant cures its own local meats and the hotel emphasizes its sustainability, I was surprised the party featured cheeses from Vermont (when there are many artisan cheeseries nearby) and a tequila bar (when there are 20 Oregon craft spirits from which to choose), so I don't think The Nines has completely embraced the notion of buying local.

That said, we're happy that the old Meier & Frank building has been preserved and that a first-rate tourist destination was created in the space. And I can't wait to have a dinner in the restaurant's private dining area surrounded by preserves.

-Vicky Hastings

Hey, Genius

noreply@blogger.com (DoubleE) — Fri, 07 Nov 2008 00:08:00 +0000

Laura: Hey Erica, that Portland Advertising Federation lunch today with the Wexley School for Girls was pretty cool. What did you think of it?

Erica: The pudding? It was good.

L: No, I meant the presentation. Although, yes. The pudding from the fine chefs at The Nines' Urban Farmer was pretty much the best thing ever.

E: Right, ok. Well, I kind of had high hopes for this afternoon because I know that Wexley is doing totally wacked out, super creative work and I just wanted to get totally fired up and inspired... it was about 80 percent of what I expected.

One of the best parts was just seeing pictures of their space up in Seattle... the all-white modern/Victorian/fancy/swank conference room versus the full on mini-golf course with a giant wood carved bear where the creative crew sits... perfect juxtaposition. It was exactly what I imagined an "office" would look like where videos like "The Love Cat Meets Space Llama" are hatched. What'd you think?

L: I agree completely. The work itself was awesome, but for a seminar entitled "What Drives Inspiration," I was hoping to hear more about their process. It was validating though to see an accomplished, creative firm like Wexley talk about ideas similar to ones the Maxwell team has come up with for our clients. It proved to me that even though we don't have a talking statue at our front door, we're a pretty creative bunch.

E: Yeah, maybe that's part of it... they definitely do some things we don't, like make commercials... but in all I was kind of having the "dude, we have ideas like that" feeling too.

BUT! How inadequate did it make you feel when he talked about the Microsoft "Hey, Genius" recruiting campaign where they full-on courted top students at top universities?! I was like, nobody ever stood outside my classroom wearing a sandwich board begging me to hop a flight to Seattle for a job interview... maybe that's because I was IN Seattle? Mm-hmm.

Yeah, probably had nothing to do with the fact that I don't even know where the UW Computer Science building is. Did anybody ever invite you into the JOBcuzzi?!? You're a genius.

L: Umm, obviously! I totally got invited to the JOBcuzzi all the time -- pretty much every day before I graduated. Regardless, I thought Wexley seemed like a cool agency with a similar affinity for creativity. Plus, their mission is to laugh every day. I think everyone could benefit from that.

E: Ah ha ha ha ha ha. Yes.

-Laura Herbert & Erica Erland

From "Late Night" to "Tonight" -- will Conan Maintain?

noreply@blogger.com (DoubleE) — Mon, 03 Nov 2008 18:39:00 +0000

I am a huge Conan O'Brien fan. So much so, in fact, that on my last trip to NYC I forgoed the shopping and obligatory sight-seeing and stood in line at 6 a.m. to score myself a seat for his taping later that afternoon -- it was awesome to attend, and an even awesomer (is that a word?) story to tell when I returned back to Portland.

I just hope that soon (like we're talking early next year) we don't see a big change to his show as he makes his transition to the coveted "Tonight Show" 11:30 p.m. time slot. His new audience will be a very different crowd, and while NBC is hoping that Conan will bring a large portion of his main audience (18-49-year-olds) to the new time, I worry that in an effort to retain the older generation of viewers they will make him more, well, Leno-esque. A middle man if you will, someone who caters to both sides of the fence. This is not Conan -- to me he is quirky, creative and polarizing. You either love him or you hate him, and young people seem to love him, older people... not so much. My 58-year-old father dislikes him, always referring to Conan as "nervous" and "weird." And he is a prime example of that audience member that is going to either shift to Lettermen or start turning off their sets at 11:29 p.m. each evening unless the network changes some things around. What will NBC do?

I guess come February 2009 we'll find out -- will Triumph the Insult Comic Dog win out, or will we suddenly see "Headlines" every Monday evening on Conan's show? Now, that's enough to make a 18-49-year-old a little nervous myself.

-Christina Stewart

Pepsi's "Several Hundred Million" Dollar Makeover

noreply@blogger.com (DoubleE) — Fri, 31 Oct 2008 23:33:00 +0000

Five months and millions of dollars later, Pepsi has unveiled its updated image. At first, I didn't get it. But if you look closely (after reading the hint so you know what you're looking for), you'll see that the new logo is a smile. Right?

According to AdAge, the experts are torn -- is it less classic? Flippant? Or is it youthful and adventurous?

Only time will tell, but the fact that the current logo has endured for more than 20 years has certainly set a high standard for staying-power.

Look for the new look starting in 2009 - SMILE!

-Erica Erland

Method Baby -- Smells like Cake!

noreply@blogger.com (DoubleE) — Tue, 28 Oct 2008 22:37:00 +0000

I admit it. I'm one of those people who found a million reasons not to go natural with personal care products UNTIL I had a baby. Turns out that soft baby skin is pretty persuasive when you're contemplating rubbing parabens and chemicals all over it.

Back in April, Maxwell PR was lucky to have Method participate in our Kitchen Conference and preview the company's new line of baby wash. I thought it was cute, as usual for the brand -- cute packaging, cute copy. And hip, of course. But I assumed the product itself would be similar to the rest of the natural baby soap stuff I'd been using. NO. It smells like CAKE! I'm sold. I didn't mind the herbally, florally generically natural scent of all the other products I've tried but who can resist a soft little baby who smells like cake. Nobody, that's who.

So once again, Method is challenging the expectations of the better-for-the-body (and planet) category. Turns out natural doesn't need to look or smell like herbs and flowers -- it can smell like baked goods. And the world is a better place.

-Erica Erland

Bank in a Can

noreply@blogger.com (DoubleE) — Fri, 24 Oct 2008 16:38:00 +0000

Innovation people! It's the biggest challenge in the banking industry: get consumers to switch institutions. Bank ads right now are offering $100 for opening a new account. Here's a better strategy. A friend of mine sent me this photo of Umpqua Bank's "bank switch in a can" vending machine installed in a high-traffic mall. For me it delivers because it's: a) completely unexpected, yet right on brand, and b) it engages consumers by making something tedious fun and entertaining. Most brands would think this was a risk. I love that some smart marketer saw the value.

-Jen Maxwell-Muir

2008 Spotlight Award Winner: Oregon Bounty

noreply@blogger.com (DoubleE) — Thu, 16 Oct 2008 23:32:00 +0000

On October 9, the Maxwell PR team earned another trophy for our shelf -- a 2008 Spotlight Award for Integrated Marketing Communications, sponsored by the Portland chapter of PRSA. We received the award for our work on Oregon Bounty in 2007, and shared the honors with our partners at Travel Oregon and the Oregon Bounty manager, Greg Robeson of Robeson Communications.

What is Oregon Bounty, you may ask? Essentially, it's Travel Oregon's way of celebrating what makes the state taste so good, with the end goal of growing fall tourism. Oregon Bounty began in 2003 to share our fall culinary discoveries with others. In 2007, we expanded Oregon Bounty from focusing on four primary products -- pears, cheese, hazelnuts and wine -- by offering rich experiences around the growing yet nebulous idea of culinary tourism.

Through our entire team's work, Oregon Bounty now provides opportunities to taste locally brewed fresh hop beer, enjoy prix fixe menus featuring many Oregon-produced foods, enjoy harvest festivals and more -- truly delivering on the promise of a memorable culinary tourism experience.

As a result of our comprehensive efforts last year, we surpassed all of our program goals in the areas of partner involvement, editorial coverage and traveler interest. Oregon Bounty is now a once-in-a-lifetime experience instead of just another wine tasting trip accented by a few local food products.

This year's Oregon Bounty celebration takes place October through November, and if the latest newspaper articles and rockin' consumer events are any indication, we're on track to have another banner year.

-Laura Herbert

Oregon Bounty Meets Manhattan Chic

noreply@blogger.com (DoubleE) — Mon, 13 Oct 2008 21:32:00 +0000

Travel Oregon PR manager Michelle Godfrey's longtime dream of taking Oregon to New York City became reality when the PR team at Maxwell PR and Travel Oregon recently produced a stunning Oregon Bounty media reception for foodie and travel journalists.

Held at a SOHO art gallery, the event redefined the traditional art exhibit in true distinct Oregon style. The "Taste the Oregon Spirit" event featured huge projected photos of Oregon's gorgeous scenery and unusual culinary delights such as Oregon Black Truffle Ice Cream by Sybaris chef Matt Bennett and Oregon Huckleberry Granita created by Timberline Lodge chef Leif Benson. Higgins Restaurant chef Greg Higgins designed the menu and traveled to Manhattan to help produce the bountiful fare.

Check out the Openhouse Gallery photos by going to the Clients area of the site and clicking on Travel Oregon. Scroll down to see how the all-white gallery was the perfect setting for showing off Oregon's colorful bounty.

Editors from a wide array of media outlets -- from Wine Spectator and the Rachael Ray Show to Real Simple and Travel+Leisure -- noshed on fabulous Oregon handcrafted spirits, wine, beer, chocolates, cheese, mushrooms and other yummy culinary delights while meeting the people who produce them. Check out how Voodoo Doughnut's Tres Shannon and "Cat Daddy" Pogson characterized the event.

http://www.youtube.com/watch?v=CCSZWEGG-w8

Serving up Oregon Bounty to New York media has resulted in several journalists already planning their visits to the state. We know they'll have a delicious time.

-Vicky Hastings

Oregon Bounty Kicks Off -- Cocktail Contest Crowns a Winner

noreply@blogger.com (DoubleE) — Tue, 07 Oct 2008 22:44:00 +0000

Just in case you hadn't heard about it somewhere else, "Hike, Fish & Go Camping Punch" was named the Unofficial Official Oregon Cocktail last Wednesday at bluehour Restaurant & Bar, effectively kicking off Oregon Bounty across the state. While the ingredients might sound a bit odd, trust us when we say that it is delicious -- the Maxwell team may or may not have partaken in one or two of these ourselves:

Hike, Fish & Go Camping Punch

Representing the region of Eastern Oregon

Cheryl Meloy, Portland

Serves 4

5 oz Pendleton Whisky

4 oz (1/3 of 12 oz can) frozen lemonade

4 oz (1/3 of 12 oz can) frozen limeade

4 oz huckleberry syrup

2 bottles Terminal Gravity IPA

Mint sprigs for garnish

Mix together the first four ingredients in large pitcher. Slowly stir in both bottles of beer. Pour punch into a tall, ice-filled glass. Top with mint sprig and serve.

To make huckleberry syrup: Heat to a slow boil 2 cups berries (fresh or frozen; you can substitute blueberries for huckleberries) with 1 cup sugar and 2 cups water. Slow boil for 20 -30 minutes, cool slightly and strain mixture through fine mesh sieve. Work the mash to get all the fluid through the sieve before discarding the skins. You may also cool syrup and store in airtight container in the refrigerator.

You can download the whole Oregon Bounty recipe book at the Oregon Bounty site, so be sure to try some of these out. Also take a look at the other upcoming events at Bounty, we hope to see you at a few!

-Christina Stewart

Will Americans Let Themselves Go?

noreply@blogger.com (DoubleE) — Mon, 06 Oct 2008 21:50:00 +0000

Expect consumers to text less, eat in and tame their inner fashionista in light of the economy, says a recent study by Lightspeed Research published in Ad Age. People will turn to TV and Internet surfing for entertainment, forgoing vacations and trips to the mall. Small luxuries in categories like beauty and snacks are supposed to fare well, but not so much the automobile industry.

Companies still need to get the word out, said 81 percent of those surveyed. "Advertisers need to continue to communicate about their products during a recession," because consumers are more receptive to deals and long-term product investments. The study went on to recommend that marketing for "low-involvement products," should focus on brand benefits, while "pricier, higher-involvement products," should emphasize why consumers need them, such as "technological improvements that make it a must-have."

-Jen Maxwell-Muir

Park[ing] Day---What is More Important?

noreply@blogger.com (DoubleE) — Wed, 01 Oct 2008 20:15:00 +0000

On Friday, September 19 Portland energetically celebrated the endless potential of the public park. A few years back, design collective ReBar instigated Park[ing] Day to encourage city dwellers and suburbanites to reflect on the amount of surface space dedicated to the automobile.

This year Portland, among dozens of other cities around the world, embraced the urban intervention. Trust for Public Land, which is dedicated to purchasing land to conserve it as public open space, helped ReBar launch Parkin[ing] on an international scale, and has cleverly leveraged it as a full-blown marketing campaign for the organization. Although their coordination of the event has undermined its initial independent and spontaneous energy, Park[ing] Day aligns perfectly with the non-profit.

The playful activity is a catalyst for sober contemplation of disappearing public areas--the loss of space to relax, perform, read, play, sit, stroll, converse--in exchange for the ever increasing amount of space we use to park and drive our cars. Park[ing] Day is a wonderful reminder to take a critical, inventive, and humorous approach in interacting with our physical and social landscapes.

-Molly Cooney-Mesker

When the Customer Service Fits...

noreply@blogger.com (DoubleE) — Tue, 30 Sep 2008 00:28:00 +0000

Last week I attended the Portland Advertising Federation's luncheon which featured two great shoe companies -- Nike and Zappos.com. In a nutshell, Steve Hill, VP of Merchandising for Zappos.com and Michael Benno, Sr. Internet Consultant for Nike.com, talked about the in's and out's of their e-commerce sites and their relationships with retailers, distributors and the like.

What really interested me was Zappos.com's approach to customer service. I've been shopping with Zappos.com for a few years and have always loved their fantastic customer service. In particular, I'm a big fan of their free shipping both ways policy -- it's like shoe shopping at the best department store but never having to leave your house. That policy alone is a no-brainer for becoming a loyal customer. But here's what else I learned:

If you order your shoes before 10 a.m. EST, you'll have them on your doorstep before you leave for work the next morning. I've never ordered that early in the day, but that's really good to know. Goodbye shoe dilemma.

Every employee that works for the company, whether you're the CFO, VP of marketing or an attorney, has to go through a two week call center training, followed by actually working in the call center for two weeks, and then staffing the fulfillment center for one week. It's a brilliant way to ensure everyone knows the inner workings of the company!

If after two weeks of working at Zappos.com, you decide it's not a fit (pun intended), they will pay you $2,000 to leave. Yes, they pay you to leave. They figure it's cheaper to pay you the money up front then to have an employee who jeopardizes customer relationships and doesn't embrace company values.

As if I needed one (or three) more reasons to be a loyal shopper!

-Kim Van Syoc

P.S. -- Zappos.com rarely does advertising, but they just rolled out a campaign in the bottom of shoe bins at airports countrywide. Right now they are in eight locations -- keep an eye out for their ads the next time you're stuck waiting in the security line!

Good Visuals Speak for Themselves

noreply@blogger.com (DoubleE) — Fri, 26 Sep 2008 19:56:00 +0000

-Jen Maxwell-Muir

Brother's Day Campaign in DM News!

noreply@blogger.com (DoubleE) — Wed, 24 Sep 2008 17:52:00 +0000

We've always thought our work was pretty awesome, but it's always good to see we're not the only ones who think so. A few weeks ago, PR Week gave a shout out to our Dagoba Organic Chocolate "Seed the Day" initiative.

Adding to the coverage list, DM News recently reviewed our Widmer Brother's Brewing "Brother's Day" campaign, a consumer engagement program that Maxwell created to celebrate brotherly love nationwide. Because Kurt and Rob Widmer started Widmer Brewing nearly 25 years ago we wanted to give brothers (and siblings) everywhere a reason to say "I love you" in a much more masculine way -- through a sucker-punch and a Widmer Hefeweizen.

In a nutshell, we're pretty psyched that our work was found worthy of review, however, we're a little bummed that the DM News guest reviewer overlooked two key elements of the program:

The campaign review stated that Brother's Day came first, then the Widmer campaign. In all actuality, it was the other way around. We worked hard to get August 11 proclaimed as the official "Brother's Day" here in the city of Portland and throughout Oregon as part of the overall campaign. First Oregon, then the world...

In addition, we raised money for the local Big Brothers Big Sisters chapter by donating $1 for every Brother's Day e-card sent (just another way for brothers to show appreciation without any effort). While we didn't meet our goal of raising $5,000, we're not quitters. Widmer is still working hard to meet that initial goal by letting consumers send animated Oktoberfest e-cards -- they're just as funny and more importantly, they raise money for a good cause!

As Widmer would say, "Prost" (German for "cheers") to PR Week and DM News for showing us some brotherly love!

-Kim Van Syoc

The Birth, Death and Resurrection of Nau

noreply@blogger.com (DoubleE) — Tue, 16 Sep 2008 20:57:00 +0000

Last Tuesday a few members of the Maxwell team attended the AMA's presentation by Ian Yolles, Nau's Head of Marketing. I hoped to hear about what went wrong with a company that had it so right. I wanted to learn how they planned to recover from their swift closing (slamming) of doors.

Unfortunately, very little was divulged in the department of their closure. Yolles breezed over the death of Nau, touching on the lack of investment, bad economy and over-expansion. Yes, these were all factors, but I wanted more.

Instead we heard about Nau's magical birth, their organic word-of mouth marketing and their connection to the community. While these are all good stories, they are things that I already knew about the company, things that made me love them in the first place. But how could these aspects have worked more effectively for the company? What was missing from Yolles' presentation was the exploration of what will make this business model work. What were your learnings, Nau? Please do tell!

As a leader in this new business paradigm, I hope Nau can use their successes and failures to teach how this model can be sustainable (in the true sense of the word sustain, as in, stay alive). It would be great if Nau would lead an ongoing salon, a truly open forum, about what worked and what did not and how they're going to make it work in the future, because this is a business model that I believe cannot be laid to rest.

Although I'm still mourning for their spring closure, I am interested in seeing how Nau evolves and pushes forward under the parent company Horny Toad.

-Molly Cooney-Mesker

The Hunt for Chuck Barris

noreply@blogger.com (DoubleE) — Mon, 15 Sep 2008 20:35:00 +0000

This week our team had the great pleasure of hunting the halls of The Kennedy School for clues on a quest of collective problem-solving. Hidden in the artwork of the historical building were answers to a series of puzzles and questions created by our client Portland Walking Tours. The newest "tours" offered by the company are actually fully-customizable corporate team-building Hunts. While we weren't the first group to run a new Hunt, we WERE the first to play with the company's fancy Hunt iPhones which dished out clues, challenged us with the crazily addictive Bubblewrap Game, and instantly uploaded the pictures we took to the team photo site.

Our office may be a bit "short in the tooth" to catch the Chuck Barris reference, but all three teams managed to finish the race with heads held high. Even though I wasn't on the winning team, a celebratory pint afterward healed the sting of coming in second.

Check us out!

-Erica Erland

Trying to Re-ignite That Creative Spark

noreply@blogger.com (DoubleE) — Wed, 10 Sep 2008 00:21:00 +0000

After a seven year hiatus, the Portland Creative Conference was back to business as usual this past Saturday, Sept. 6. Jen Scott and I decided to attend this event and I think I can safely say that we both had a great time, and were inspired by a few of the conference's exciting speakers.

While there were certainly highlights, including an extended pre-screening of LAIKA's upcoming big-screen film "Coraline" (which I will be seeing opening night), the creative process behind CROW Clothing's founder damali ayo (whose compostable hoodie I will soon be buying--on a sliding scale, nonetheless!) and getting to hear about one writer's entry into the world of comics at my old, awesome place of employment, Dark Horse Comics. These were all truly inspiring speeches.

But I think probably the most creative for me was Michael Curry of Michael Curry Design. If you are not familiar with his work, check it out. I wasn't until Saturday, but I am seriously in shock and awe that such an amazing workshop exists right in our own Oregon backyard. These aren't your ordinary puppets! What I really took away from Michael's speech was one thing he said he does in his creative process: he makes himself clear away all the clutter and go with his gut thoughts. By giving himself this opportunity to have a "first look" at the project, he usually comes up with more creative ideas then if he sees what other people have already done before him.

I think this is something that we as creators need to not be afraid of in marketing and public relations. Don't worry about what campaigns came before--take a fresh look at what is in front of you, more than likely it's a better idea (or at least starting point) then you may think. If it happens to come close to what someone else has already thought of, well, as Michael said, that sometimes happen, but you'll know that it came from a place of originality.

-Christina Stewart

Putting New Meaning to the Phrase 'Biker Chick'

noreply@blogger.com (DoubleE) — Thu, 04 Sep 2008 15:57:00 +0000

Maxwell recently welcomed a new member onto the team. Perhaps more than any Maxwellite she represents what Maxwell is all about. She keeps us engaged with our community, encourages us to eat locally, stay healthy and be adventurous. Please meet our little red office bicycle, complete with basket and bell.

Also, Maxwell is proud to have a small but fierce team participating in the Portland Bicycle Transportation Alliance's Bike Commute Challenge during the Month of September. We are more excited than ever to be a part of the Portland Bicycle community as it continues to grow and flourish.

-Molly Cooney-Mesker

PRWeek Recognizes Maxwell('s) PR

noreply@blogger.com (DoubleE) — Wed, 03 Sep 2008 23:36:00 +0000

A few weeks ago Jen Maxwell-Muir was featured in Ad Age, and today Maxwell's work was recognized by PRWeek. Not to toot our own horn or anything, but its lookin' like we're pretty awesome...

Today's story highlights Dagoba Organic Chocolate's "Seed the Day" campaign, a consumer engagement program Maxwell cooked up to show the brand's support of the growing urban gardening movement. Because Dagoba's chocolate is inspired by and infused with exotic culinary botanicals, we're sharing ingredients as a way to inspire people to garden. Consumers can visit the website to sign up for free seeds, upload pictures of their garden, share ideas for the next Dagoba bar and enter to win free chocolate for a year.

In addition, our sampling partner MusicMatters has hit the streets of Chicago, Boston and San Francisco handing out chocolate bars, herb starts and seeds to lucky passer-bys. The Dagoba team here at Maxwell couldn't be more proud of how this baby's turning out!

-Sam Burton

The Strib's Plans to Strip Down

noreply@blogger.com (DoubleE) — Thu, 28 Aug 2008 21:42:00 +0000

I'm confused. I'm reading today that the Minneapolis Star Tribune is the latest newspaper planning to drop the AP. In two years they will no longer include any Associated Press news on their pages. The Strib is the latest to do this as a cost-cutting measure. At the same time, papers across the country are laying off news staff right and left. How are the newspapers planning on filling up their pages over the next couple of years? No reporters = no reporting, right? Do the publishers have a trick up their collective sleeve? Has Google finally created the robot reporter app every PR person dreams of? Or is all the hype actually true? Is the death of the newspaper upon us?

-Jen Scott

Jennifer Maxwell-Muir Published in Ad Age!

noreply@blogger.com (DoubleE) — Wed, 27 Aug 2008 23:05:00 +0000

Last week, Jennifer Maxwell-Muir, the humble founder of our agency was featured in the CMO Strategy section of Advertising Age online with her column "How To Avoid Eco-Fatigue." Her topic of choice was avoiding jumping on the "green" bandwagon, and how to make real differences that customers can-and will-appreciate. The story was picked up by all sorts of outlets and every day we've been receiving calls from people that just read it. Just goes to show that people are still interested in becoming (and staying) eco-friendly, and are eager to explore how best they can adopt it.

You can read the full article (since Ad Age charges you--boo!) in the July issue of our Talk newsletter or download your own copy here.

-Christina Stewart

Love at First Read

noreply@blogger.com (DoubleE) — Tue, 26 Aug 2008 19:47:00 +0000

For literary lovers and romantics everywhere, Penguin publishers in the UK created a Web site where "book lovers meet," pairing an unexpected combination -- novels and nights out. And it works. In a smart move, they've partnered with the experts at Match.com to power the site, creating a robust destination for the literary minded. Sometimes the unexpected pairings are the most powerful -- and more logical than you think. That's certainly our approach in creating Seed the Day, an initiative from Dagoba Organic Chocolate to nurture urban gardening.

-Jen Maxwell-Muir

Trust Your Gut

noreply@blogger.com (DoubleE) — Thu, 17 Jul 2008 19:08:00 +0000

I was reminded today by a colleague, Andrea Learned at Learned on Women, of the importance of trusting your instincts.

Too often we find overly analytical marketers get mired in the data - consumer focus groups, cost per sample, demographics and the like, that they miss the big opportunity to stand out, tap into a trend and do something truly memorable.

She reminded companies and their brand champions to "1) Do your own (research), as grassroots-as-possible consumer connecting, 2) review all sorts of non-industry marketing case studies or ad campaign best practices, and 3) just become aware of the interconnectedness of random bits of information."

Having an open mind is critical. At Maxwell, we're tapping into a diverse array of input from trusted journalists (who as Andrea reminds us already filter for you), inspirational brands, artists and images, and cultural trends. As a result, our ideas are surprising, but always on brand and ahead of our clients' competitors. It takes progressive brands to see the potential and come along with us for the ride.

- Jen Maxwell-Muir

Exact Change Required

noreply@blogger.com (DoubleE) — Tue, 24 Jun 2008 23:24:00 +0000

Here's a new way to avoid those sleazy car salesman - buy your next car from a vending machine! Oh, if only we could. Alas, Smart car has trumped the Japanese craze for vending machines with a brilliant stunt captured in Contagious Magazine. Visibly arresting, here's a the synopsis on the stunt:

"Ok, so this doesn't actually dispense cars, but it does pop-out small canisters containing brochures for the cars along with sheets of stickers showing the various colour options. Also, as we would expect for the highly connected Japanese market, the literature directs users to the Smart website, playsmart.jp, not via a written URL, but via a QR code, which when photographed with a mobile phone camera, links through to the digital portal." (If you understand this last part, e-mail me. I want to learn.)

"Once on the website, visitors can then 'play smart' - an addictive application which allows you create your own smart car with a variety of funky paint jobs and graphics, before racing it around a series of 3D circuits. As you progress through the levels, your interactivity is rewarded with more customisable options for your car. Once you are satisfied with your level of 'pimp', you can then submit your design along with a user name and in doing so, add your creation to the colourful swarm of Smart Cars on the home page. However (and this is where it gets really good), to finish things off, you can then print out a colour net of your vehicle, to construct a proper miniature 3D model!"

It works on so many levels: it maps to the audience, connects with cultural trends, leverages current (at least in Japanese standards) technology, and engages consumers both on and offline. And yet it's pretty simple too. I haven't seen anything quite like it in the U.S.

- Jen Maxwell-Muir