Meet Hunter Somerville. While an intern at Ogilvy & Mather in Toronto last summer, he was asked to chip into a campaign by taking a shot at redesigning the back of the Shreddies box.

He now works there as a creative.

The key to winning a promotion in the advertising world?

Demonstrating a canny understanding of the product and its features. Groundbreaking insight into the market you are targeting. (And more than a dash of Machiavellian office intrigue, but let’s leave that to the senior creatives.)

Somerville’s fantastic insight? Tilt the square Shreddies by 45 degrees - thereby creating Diamond Shreddies!

“…”It came from an exercise of redesigning the back of the cereal box,” says chief creative officer Nancy Vonk. “We gave the task to a lowly summer intern Hunter Somerville. His joke idea–make the back look like the front of a new bogus product–was quickly seen as a bigger idea that could become a 360 campaign.” (Creativity-Online)

The idea was so simple, yet so fundamental, that it stopped me cold in my feet. Or cold on my sofa, waiting for American Idol to come back on.

Nothing had changed in the 67 year-old product. Nothing had to change on the production line. Yet the product was positioned as having fundamentally changed.

Even the focus groups were fooled. That’s right. As part of the marketing campaign, Ogilvy & Mather conducted focus groups to test the perceived difference between traditional “square” Shreddies and newfangled “diamond” shreddies. See for yourself. Focus group participants work themselves into identifying the improved qualities of the new product.

As the CMA blog wrote, “Poor consumer. They didn’t stand a chance.”

Even the food obsessives at the Kraft Canada forums are praising the campaign.

In perhaps the funniest twist of the re-branding, Vancouver lawyer George Gould put the “last square Shreddie” up for sale on ebay.

Technorati Tags: Shreddies, cereal, O&M

Well, that’s it. I’m no longer professionally obsessed with the ebb and flow of daily news coverage.

For the first time in ten years, I do not work in corporate communications. Instead, I am now the Director of Research, Education and Outreach.

What does that mean? A startling change in work environment, for one.

There has always been one certainty in my life: that a call from a reporter would upend my day and reshuffle my work priorities.

That tends to encourage short-term thinking and discourage extended periods of reflection.

It has also fed my short attention span.

As the title would suggest, the Director of Research is responsible for managing long term research agendas.

I’m not unfamiliar with this world: I toyed with becoming an academic before this crazy communications work came along.

These people, though, have always been my clients.

(By people, I mean economists, statisticians, computer scientists, accountants … You know, skilled and trained professionals)

Now it’s time to raise my nose and look beyond the daily, weekly or monthly news cycle. Develop plans that have real strategic outcomes, instead of tactical milestones.

And, apparently, I’m no longer a talking head. Now, I’m a technical expert.

That means more public speaking.

“…and now,let’s all welcome Colin McKay, the Director of …”

At least I’ll still have a sizeable public education agenda to keep my marketing chops busy.

Ever catch yourself looking at a courtroom sketch, either in the paper or on television, and wondering “that’s great work, but how much demand is there for a courthouse sketch artist?”

Ironic Sans provides an overview of the work of seven artists - inside the court and out. Did you know that one courtroom sketch artist also did the storyboards for The Day After Tomorrow?

There doesn’t seem to be any shortage of reporting on the work of these artists, as any Google search will reveal. Some of the comments, however, reveal that the job can driven by multiple deadlines in a day, restrictions that vary from courtroom to courthouse, and even criticism from your subjects:

“… [Maryiln] Church was sketching at the first World Trade Center bombing trial, she said, when “at one point the lawyer for one of the defendants came over to the juror’s box (where we were sitting) and said, ‘My client thinks you are drawing him looking like an angry terrorist and he resents it.’” (Columbia News Service)

Apparently, $15 million in opening weekend box office may not be enough to build buzz for Will Ferrell’s new movie, Semi-Pro. Which is a pity, since it seems like he’s been working hard - including the back alleys - to promote it.
Back alleys? Well, alternative newspapers. This funny tidbit from the San Antonio Current:

“… “I had a slew of, uh, I was a bank teller, a valet parker, um, what else? I worked at an art auction house. I was the appraisal coordinator.

I would send the appraisers out, as they would — they’d bring their appraisals of art back and I would have to type them up. But I was pretty bad at the job, because I would just leave and go on auditions. But I kept employed by being completely honest with my employers.

When they would say, you know, “That appraisal was due a month ago,” I would say, “I know, it’s — it’s terrible.” And, uh, “When do you think we can expect it?” “I have no idea.” It would almost stun them into, “OK, well, get it [done]. Right away.” “OK, I will. I’ll try my hardest. But — there’s no guarantees.” …”

Technorati Tags: Will Ferrell, Semi-Pro, alternative newspapers

“Act like you just quit” - fantastic advice from Advertising for Peanuts.

That’s doesn’t mean flip your boss the bird, or burn down the Initech division where you work.

Instead, challenge the conventions, the traditions, the ingrained habits that have held you back.

Do you have a great idea gnawing away at your soul? Are there business processes you are certain can be improved?

Or do you just feel disaffected and detached from your work? Chances are, your colleagues and boss have noticed as well.

Think about that period between an old job and a new one. What’s your normal behaviour? You:

• immediately forget all the petty interpersonal conflicts that took up your workday
• begin forecasting the work environment, work projects and personal relationships you want to develop at your new job
• maybe even take a stab at career planning - imagining two or three steps into the future

That’s right. You embrace the opportunity to change, the opportunity to abandon all your old habits and your less-than-favourable practices.

Why not do that now? Change does not require packing boxes. It just demands a level of confidence and a willingness to risk the status quo.

You’ll be surprised by how others welcome your willingness to change your life and your performance.

Quitters may be dismissed out of hand, but you’re rarely faulted for trying your hardest.

Okay, people. It’s taken four years, but I’m finally getting some work done at the office that relates to my online obsessions.

A friend of a friend of a friend … a flash presentation about social networks and privacy.

Before you complain: yes, it should have an embed link. It should be available on a sharing app. It should have links to sharing sites.

We’re the government. We’re working on it.

UPDATE: And … we did it.

Technorati Tags: privacy, identity, social networks, government communications, Facebook, MySpace, Bebo, Orkut

Taking up the challenge from UGA’s Karen Miller Russell that “PR bloggers would write about topic x,” I submit my guide to Office Politics 101

1. Read Dale Carnegie’s How to Win Friends and Influence People. TWICE.

2. Never annoy the assistants in the office. They can make your life unbearable.

3. Identify the five essential office characters:

• • Knows Where the Bodies are Buried
  • Boss’ Right Hand
  • The Office Klinger (aka scrounger, thief, fixer)
  • He Who Knows Everything (aka corporate memory)
  • Everybody’s Social Butterfly

4. Acronyms are not your friend. Not when you don’t understand them, and not when you throw them around trying to look intelligent.

5. Read up on learning styles. The way a person collects, interprets and processes information affects how they behave in a conversation with you, how they interact with others in meetings, and how quickly and violently they will try to shoot down and bury your cool new idea.

6. Figure out the conversation nodes in the office. Where do people hang out and exchange information? The office kitchen? Starbucks down the street? Twenty years ago, your best bet of learning the latest corporate rumour was by hanging out with the senior executives as they had a smoke on the sidewalk.\

7. You have not explained your idea well enough. Whether you’re twenty or forty, you’re the new person in the office. You need to make reference to the past ideas, experiments, and failures of your new colleagues if you expect them to engage and understand what you’re trying to sell.

8. Always dress for the job you would like to have, not the job you have now. In some offices, that means kicks and jeans. Personally, I’ve just laid out a lot of money on suits.

9. Manage your online social networks and your offline social networks discretely. Facebook and other social networks have a place in the office, in my opinion. And I’m not upset if you take some time to organize your weekend while sitting at your desk. But I don’t need to know the details of your personal life - either by you speaking to loudly in the office, or by posting inappropriate pictures. (Hey. If the first thing you did at work was “friend” your new boss, then don’t complain when I notice the pictures.)
10. Share credit more than blame. Nothing says you’re a high performer more than being able to deliver high quality work - and convince others to help you do it. If you spend all your time complaining about how others are keeping you from doing well - then you’re the problem.

11. Speak to people. Email and IM can only get you so far.

Technorati Tags: office politics, office conflict, new job

Stolen directly from Dave Gray’s blog, Communication Nation:

“…A blog is a way of getting support and affirmation from the outside, for the things you are trying to do on the inside.

A blog is a way to keep your faith alive.”

I know blogs, podcasts, general and specialist social networks and plain old Yahoo newsgroups have helped me explore new ideas as a:

• public relations specialist
• government communicator
• blogger, and;
• all around know-it-all

Technorati Tags: evangelism, xplane, Dave Gray

To the new interns:

Welcome! I assume by now you’ve met Trish, our administrative assistant. (She’s married. Forget about it. This isn’t Wedding Crashers) She will be able to help you settle into your new space (behind the coat rack) and find the supplies you will need for a productive term (making copies of your ass and phoning your friends in Europe) here at the agency.

We’re really excited to have a new crew of energetic public relations grads (whose spirit hasn’t yet been crushed by the blunt reality of the real world) with us, ready to leap at any challenge (like wearing a mascot costume on a 95 degree day, little kids kicking at your shins). We’ve made an effort to pull together a group of talented and outgoing young professionals (Is it the Hamptons or a quick flight up to the Cape this weekend?), and we think the agency will benefit from your insight and fresh thinking.

After reviewing the workload facing our more experienced account executives (like finding a new job after the merger), I think we’ve lined up a full slate of interesting (Get me a bagel and a coffee, will ya?) and rewarding projects (Here’s 500 brand stickers. Hit the bricks, and don’t come back until you’re busted by the Port Authority for vandalism) for you to tackle over the next eight to twelve weeks.

Over your term, there will likely be opportunities to take part in new business pitches (the Practice Leader needs you to drive him to the airport - tomorrow morning at 3), client account reviews, focus groups, presentations, and maybe even some travel!

The agency is in the process of developing a PR 2.0 practice, and I’m sure that some of you will want to share your experiences growing up (Want to buy some Second Life jewellery?)and living in an interconnected world (where Yo la Tengo and Ted Leo are considered mainstream and popular).

Just remember: the agency’s success depends upon your ability to bring it. Expertise. Insight. Confidence. Creativity. It must be brung, and brung well.

Trish will be providing you with our standard welcome package, which includes helpful guides on the office’s standard software, suggestions on appropriate office wear (it’s the motion of the ocean that counts), and the agency’s code of ethics and acceptable business behaviour (sex in the office is NOT okay. save it for after work. at my place on the beach).

Oh. If, god forbid, you do have any problems with your pay or benefits (what benefits? you mean the sesame street band aids?), make sure to get in touch with Trish.

Thank you for choosing our agency, and don’t hesitate to contact me (Do you really think I care? As Chris Rock says, minimum wage means I’d pay you less, but it’s against the law) if you have any concerns over the course of your internship.

Eric ‘Otter’ Stratton

(Sorry if you got multiple versions of this in the feed. I tried a neat little floating span trick - that apparently breaks IE)

Ah. The office cubicle. Those precious 96 square feet of semi-autonomous privacy! The cartoons, the art class pottery, and the cat pictures.

And the germs. Billions of them, as WSJ’s Cubicle Culture tells us today:

… the desktop surrounding you has 400 times as much bacteria per skuzzy square inch as the toilet seat; the keyboard and mouse have 67 times and 34 times as much bacteria, respectively. So says Charles Gerba, a microbiologist at the University of Arizona. The difference, he says, is that someone cleans the toilet. “Basically what you have in an office is an unregulated restaurant,” says Prof. Gerba. “We’ve turned our desks into bacteria cafeterias.” …

… To stifle whatever wafts from nearby plates, or the hot breath of garbage cans, [securities trader Leslee] Byron paints her aromatherapy oils onto Post-it Notes and sticks them under people’s desks above the trash cans.

Bacteria Cafeteria! That would make a nice SchoolHouse Rock special! A short animated industrial film, to be shown at team meetings and OSH conventions:

I know a little place,
Just around the bend,
Where you’re never on the mend!
Someone’s always sneezing, someone’s always wheezing!

Bacteria Cafeteria
Don’t let them germs get near ya!