Here’s a Colorful, Cryptic Alternative to ‘Your Ad Here’ Signs on Unsold Billboards

Van Wagner, the outdoor advertising company, has created billboards to advertise advertising on billboards. Catch that? It's kind of meta.

When a billboard doesn't get sold, its owner can keep the old ad up, thus devaluing the space, leave the board blank or put a placeholder on it in the meantime. Van Wagner chose to go with the latter, but didn't want a simple black-on-white "Your Ad Here" sign.

Instead, the company is now into its second round of posting its own curious ads on unsold billboards in New York and Los Angeles. The new ads, featuring bold colors, simple fonts and minimalist headlines (a mix of words and pictures), are fairly cryptic. They say things like, "An Apple a Day," "Cool as a Cucumber," "The Big Cheese" and "Easy as Pie." Prettier and more compelling than "Your Ad Here"? Yes. Confusing as well? Perhaps.

The earlier round of ads was more straightforward, showing animals alongside single-word headlines ("Reach?" next to a giraffe, "Buzz?" next to a bee, etc.) that hinted at the power of outdoor advertising. (Those ads also included Van Wagner's logo and phone number.) The new ads are playful in a pop-art kind of way, but will they get someone to pick up the phone and beg Van Wagner for ad space? Time will tell.

At the very least, they've succeeded in making me kind of hungry.

More images below. Via City Room at The New York Times, which has lots more about the campaign and an interview with the creative director.

The earlier round of ads:


    

Time Has Come Today

After nine years and two months on the ad blogging mound, it is time to hang up my cleats. If you’ve become hopelessly addicted to AdPulp content over the years, please forgive me.

In all seriousness though, thanks for helping to make this one hell of a ride. The daily writing practice has been great training for me. Writers find a way to write, and AdPulp became (and has the potential to remain) a compelling place to explore one of our culture’s more interesting, powerful and at times deeply flawed industries.

I am moving on at this time to focus intently on doing the things that I have been writing about. Given my renewed commitment to providing media as a marketing service, all my professional energies will now go into growing Bonehook, the brand publishing company I started in April 2009.

On occasion, I will continue to write feature articles on important topics in brand communications for The Content Strategist and for Bonehook.com. For the time being Shawn Hartley, Dan Goldgeier and Wade Sturdivant may add new content here.

Shawn and I are also preparing the site for a sale. If you’re interested in speaking to an audience of ad industry professionals—and don’t want to start a new site from scratch—make a five-figure offer we can’t refuse (and AdPulp may soon be yours).

Thanks for reading my ramblings over the years, and thanks for letting our mutual interest in advertising bring us together. One of the things I will clearly miss is the chance to make more friends via this site. Starting with Dan Goldgeier, AdPulp opened the doors to Bob Knorpp, Rick Myers, Bob Hoffman, John January, Charlie Quirk, Jeff Hardison, Brian Harrison, Wade Sturdivant, Tom Asacker, Vinny Warren, Court Crandall and several other fine human beings who I can now call friends. With this in mind, I consider the project a smashing success from a relationship POV, and what’s more important that that?

Lastly, I want to thank Shawn Hartley for his immense patience and his good business (and common) sense. Partnerships require work and a shared commitment, and I feel we both benefited greatly from our work together on this project.

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john st. Takes Experiential To A Darker Place

To compete with the recent wave of extreme pranks from marketers, Toronto agency john st. has launched their own exFEARiential marketing division. Muggings, carjackings, riots – there’s nothing they won’t do to get their client’s brands noticed.

I love how there is no disclaimer at the end of this video, and two “client” videos for further viewing. It makes you wonder if john st. is serious. Although the question here is not, “Is john st. serious?” The question is are the agencies and brands pulling very real stunts on unsuspecting people, serious?

Last month, Luke Sullivan wagered that he’s “not the only one who hates this crap.”

I’ve told several friends how much I hate these fear-producing stunts, and some of my buddies just tell me to shut up and get over it. Maybe I am wrong. Maybe I’ve become the old guy on his porch shakin’ his fist and yellin’ “Now you kids git offa my lawn!”

The ad industry is already thought by many to be a manipulative shell game played by semi-skilled hucksters. Why in the world would we–the ad people of the world–add to this negative public perception with even more manipulative crap?

Are the perpetrators here really that careless, arrogant, and operating with a total lack of respect for the consumer and knowledge about what works?

Clients want to sell their products or services, and they want their communications to create long term brand value while simultaneously driving purchase consideration. It’s fair to ask if live stunts that capture the imagination in a disruptive way do either.

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Ad Blogs Are Anachronisms. Long Live Ad Blogs.

It was nearly nine years ago that Shawn and I said what the hell, let’s give this ad blog thing a run for the money. We’ve learned a lot about the industry, ourselves and about building a micro-media brand along the way, and we continue to marvel at the accelerated pace of change in marketing and communications.

No doubt some of the changes are for the best. Frederic Filloux, writing in The Guardian, notes “we are witnessing the emergence of a new breed of smaller, digital-only outlets that are closing the gap, quality-wise, with legacy media.”

Meanwhile, legacy media companies struggle to maintain relevance in a rapidly changing mediascape. Take the watering down of Forbes, an historic media brand, with what is now a murky sea of contributor-generated content.

Legacy media brands are working to find their place in the market today. Paywalls are going up and paywalls are coming down. Editorial lines are being crossed, and tacky advertising intrusions and sponsored content are now commonplace. It’s no wonder a title like Forbes loses its center and its way.

At AdPulp, I feel like we are continually finding our way. This is part of AdPulp’s charm for me and why it remains an interesting project to work on every day. There have been times when I thought of retiring from the site, but I always come back for more. It’s not for the adoring fans and buckets of money. I wish I could say it was. The truth is AdPulp is something I enjoy doing/making.

Naturally, I consider this project and our team to be part of “the new breed of smaller, digital-only outlets that are closing the gap, quality-wise, with legacy media.” I think we along with Adrants, Adland, Adverblog and The Denver Egotist network constitute a whole new layer or block of media — we’re all practitioners who publish “industry insider” trade journals, exclusively online. Does our product stand up against legacy media’s reporting? You be the judge, but on a good day, I’d say it does. But it’s not necessarily the right question to ask of us. Ad bloggers are free to editorialize, whereas real reporters are encouraged to explore all sides of an issue.

I think readers enjoy both the rigor of journalism and the freewheeling nature of micro-media and we attempt to provide a degree of both.

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Content’s Role In Social Selling And Social Influence

Social selling is the focus of my new feature for The Content Strategist. I describe social selling in the article as the practice of leveraging social networks to enhance lead generation and boost conversions.

The point of the piece is to help determine content’s role in the sales process. We already know how content is the centerpiece of marketing campaigns, but how do sales teams leverage content to gain a competitive advantage?

For a good answer to this increasingly common question, I turned to Jill Rowley, social selling evangelist at Oracle.

1977363

“Content is the currency of the modern sales organization,” she says.

Rowley is currently busy educating 23,000 salespeople at Oracle on how to prospect and engage leads via social media channels. “The goal is to socially surround the buyer in a buyersphere of influence.”

We can make OPP (other people popular) by using OPC (other people’s content), she suggests.

I also spoke to a marketing director none too keen on the idea of using Twitter or Facebook for social selling.

Andy Tretiak, chief marketing officer for Sporting Kansas City, said, “We’ve put a large stake in brand and the last thing we want to do now is turn people off with the sales machine.”

Yet, clearly there is a time and place for social selling. For instance, if I turn to you now and suggest that you consider hiring Shawn, Dan, Wade or me to make ads for you, I am selling our services in this extremely content-rich environment of our own making.

And content’s role is clear here: it’s the price we pay to get on your radar and open doors to larger conversations.

Have you ever considered what the makers of AdPulp might help you achieve? Let me throw an idea your way. We research and write cogent articles everyday. You can hire us to do this for you or your clients.

After nine years on the AdPulp mic, one thing I have learned is the need to make a clear path from our offerings here to paid work. We continue to seek sponsors to fund the site, but the best way to support AdPulp is to work with us behind the scenes on a key project, or senior staffing need.

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Stop Tweeting Boring Sh*t Is NSFW At Boring Workplaces

Over the years, I’ve seen many ad agencies publish books of one kind or another. Many fall nakedly into the “here’s our proprietary process, along with case studies to back it up” genre.

Others take a more compelling approach. Such is the case with Sausalito agency Division of Labor’s new book: Stop Tweeting Boring Sh*t: The New Rules of Work.

stop-tweeting-boring-shit

It’s a pretty simple premise: A series of humorous tweets, redesigned to look like mini-posters, with a little backup explanation that focuses on work life, business thinking, and a bit of philosophy in general. Yeah, it’s sarcastic as hell, as I imagine many of the folks working there are.

But a cool thing happens as you read the book: You get a very good glimpse of the agency’s outlook on many things, which for prospective clients or employees, makes a good case for working with (or staying away from) Division of Labor. Like this one:

Untitled

In other words, read this book and you might know what kind of work you’ll be doing with them. Stop Tweeting Boring Sh*t is a quick, fun read, and it’ll fit nicely on any creative’s desk for a little inspiration. It also fits nicely into a client RFP package, which helps Division of Labor most of all.

Special thanks to DOL for providing me with a review copy.

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MarCom Voices Amplified By Bob Knorpp’s Weekly Radio Show

Do you listen to world’s best radio show about marketing? It’s an hour of cordial banter led by host of hosts, Bob Knorpp.

This week’s program looks at Apple’s push into in-store push notifications; Instagram’s plan to introduce advertising; placing ads on porn sites, and more.

Listen now: BeanCast 268: I Don’t Trust Facebook To Run Facebook.

Or listen later. Here’s the iTunes link, for your convenience.

At the end of the program, Knorpp encourages his guests to promote themselves. I took the opportunity to offer BeanCast listeners help with their content marketing problems and a 20% discount off their first invoice.

Naturally, I am happy to extend this offer to AdPulp readers, as well. Let me know your content marketing needs–email newsletters, blog posts, video production, etc.

For more sounds: Visit AdPulp’s audio archive.

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How To Become A Social Media Automaton In Three Simple Steps

How much good advice is simply too much good advice?

On its own, one post is benign. Taken as a stack though, Tweets dipped in advice begin to degrade the experience of Twitter.

Here, allow me to stack a few for you:

How about now? Have you had enough “how to” advice for one day?

Okay, I hear you. But here’s one more piece of good advice.

What advice do you have to offer the advice givers?

I offer advice myself, so I’m not removed from the problem at all. I’m right in the middle of it, and that’s my problem.

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Today on TV: Carmichael Lynch Sets the Temp for Movie Night

I made the editorial decision a few years ago to put the great majority of work samples from the industry up on our Facebook page and reserve AdPulp.com for more in-depth written pieces about important trends in MarCom.

I’m wondering today if maybe this was an error in my judgement. If it was, it can be fixed. That’s one thing I love about the Web. It’s a flexible medium.

Actually, this is a bit of a “eat your cake” moment, given Facebook’s new embed feature.

What do you think, shall we place one featured commercial here each day? Would you like that?

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Marty Weiss Wants to Be Friends With Everyone in Ads for His New Agency

Whether you're a stranger, peer or client, Marty Weiss wants to be your friend. With that spirit in mind, Weiss has shot some short videos on the streets of New York City that feel less like a plug for the new name of his design and ad agency—Marty Weiss and Friends, of course—and more like the stunt that New York Mets ace Matt Harvey just pulled off for Jimmy Fallon. Like Harvey, Weiss comes across as calm and likable, unlike, say, vintage Stuttering John. Still, many people in the first video either stare incredulously or just plain walk away when Weiss first asks if they'll be his friend. Like any good adman, however, he wins over several strangers, including a drummer performing in Washington Square Park. Upcoming videos will take us to Weiss's West Village apartment, where he bonds with another familiar ad face, and the offices of clients. Look for them all on the agency's Facebook page and on YouTube, where you'll also find this little gem of a credentials reel that Weiss helped create at former shop Weiss Whitten Carroll Stagliano. Not before or since have we seen parents in an agency reel. Weiss certainly has a knack for branding his agency in a disarming way.

    

Make A Mag: Content’s Role In Driving Luxury Vacation Bookings

Which audiences respond best to content marketing? It’s a large question with different answers for each industry.

Recently, I had the opportunity to explore the topic by looking closely at how luxury resort destinations use content to create interest and drive four- and five-digit bookings.

TCS_contently

It’s summertime and the living is easy. Time to load the crossover SUV and point it in the direction of the nearest beach, lake or mountain range. Hot dogs on the grill, cold beer in the can and Kanye on the battery-powered boom box!What do you think?

Or, if you prefer, grass-fed burgers and estate pinor noir on a shaded hillside in Burgundy. You know, a special place where you can sing your own songs of freedom.

According to a recent survey by American Express, American travelers plan to spend an average of $1145 per person on their summer vacations this year. That’s enough for a lot of encased meats and domestic beer. But the truth is affluent vacation travelers — people with a quest for adventure, unforgettable experiences, and serious bragging rights – are driving that average higher. They’re much more likely to vacation, and much more likely to travel internationally. But for marketers looking to reach them with branded content, they can be enigmatic.

Please visit The Content Strategist for the full read.

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@GaryVee Delegates Amplifies His Social Media Voice Via A “Content Person”

Gary Vaynerchuk became a video star and disruptive force in the wine industry care of his success with Wine Library TV. But he gave that up and has been busy building his social media marketing agency Vayner Media–taking it from 30 to 250 “young people.”

Doing so, has meant the continual emptying (and refilling) of his proverbial bucket. In other words, @GaryVee like most managers, needs to move things off his plate so he can concentrate on the big objectives in front of him.

scale one to one

Unlike most managers though, Vaynerchuk is compelled to create content and to interact with thousands of people online. He calls it scaling one-to-one. But scaling one-to-one is a high wire act with no net to catch you when you fall, and you will fall down repeatedly without a workable answer.

According to Forbes, Vaynerchuk has assigned the challenge of capturing his fast-moving thought stream to a staffer, who presumably shadows his boss throughout the day.

Why is Vaynerchuk doing this, and opening himself up to claims of narcissism? “Content is the cost of entry to relevance in today’s society,” he says. He also predicts the rise of thousands of “content people” who will speak for busy executives in social channels. I suppose the new role is something like a speech writer, but for the always-on 21st century media environment.

I am a fan of Vaynerchuk’s, but there’s something about outsourcing one’s personal story and daily interactions that I don’t like. For brands, yes — hire a whole team of content people, a.k.a. writers, photographers, videographers and designers. But for individuals invested in their personal brand, I’m not so sure.

Vaynerchuk admits he’s not a writer, and that he needs help conveying his pearls of MarCom wisdom in text. No harm there. My concern is that this isn’t a solution for scaling one-to-one that many people will chose to employ. And that leaves the challenge unmet. So, how do you scale one-to-one and remain authentic?

Update, 8 June 2013: The real Gary Vaynerchuk showed up here, and on Twitter to explain his moves in greater detail. I appreciate his willingness to engage — after all, that’s what a pro does.

Previous on AdPulp: Is Content Marketing Giving You A Furrowed Brow? Take An Aspirin And Call Me In the Morning

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Ad Curmudgeons Speak Up On The BeanCast This Week

Bob Knorpp, host of TheBeanCast, invited me back on his show this week. Bob Hoffman, George Parker and Augie Ray joined me as a guest. How I got lumped in with this cast of curmudgeons I don’t know, but I’ll take what airtime I can get.

Listen here: BeanCast 251 or directly in iTunes.

This week’s BeanCast opens up with a long-winded discussion of Native Advertising, Content Marketing and whether or not ad agencies are prepared to play a role in this important and growing segment of the business. I tried to remain calm during this segment, but I could not.

My friend Bob Hoffman — who I have beers with on a semi-regular occasion — says the only brands that ought to produce content are sports teams, bands and others with a real fan base. I understand that some companies are better suited to content marketing than others, but I reject the idea. Hoffman offers a pencil manufacturer as an example of a boring product that has no business in the content game. I point out that pencils are tools used by writers; therefore, the content possibilities are as rich as could be.

Banglasdesh_Protest

Later in the episode (about 38 minutes in), Knorpp, who is an excellent host, asks me about the garment factory fire and collapse that killed 1100 in Bangladesh. I am glad he asked. While marketing may not be the first place to turn for a good answer to this immense problem, I contend that marketing does have a role, and a significant one.

I say, “I don’t think the value shopper really cares about slave labor. I wish they did but I don’t think they do, so what is the answer from a marketing perspective? We’ve got to give them something that they care about. I think “Made in America” would be amazing, and Wal-Mart which wants to fly the freaking flag like the Republican Party would be an ideal candidate to say, ‘You know what, were going to raise prices a bit, we’re going to explain this to you and we’re going to create jobs in America.’”

You see, I am not a curmudgeon at all. I am a hopeless romantic who holds tightly to my youthful idealism. I believe in our ability to adapt and improve, as ad men and as people. I know it’s not easy to tell a client that their operations are shit, and if they want to protect brand value, they need to do the right thing right now. But what business are we in? Are in the business of keeping clients happy? Or are we in the business of creating brand value? I reckon it’s up to each one of us to decide.

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Campbell Ewald Lets Falcon Meme Fly

“The falcon cannot hear the falconer.” Regardless, Campbell Ewald of Warren, Michigan can see two adult peregrine falcons on its roof, and thanks to a live webcam installed by a raptor curious staffer, so can you.

dueByeob

The falcons are about to give birth to baby falcons. In an effort to capture this birthing event in real time, the agency has created #CEFALCONS, a campaign dedicated to this act of nature.

One social media aspect of the campaign that I particularly appreciate is the use of MemeGenerator.net.

Meme Generator is a conveyor belt for silly memes, also known as highly contagious digital content. You find an image you like, one that conveys an emotion for instance, and then you write your own headline for it. If it’s any good, or perhaps if it just bad enough to be considered good, you might have a chance in hell of seeing it spread across the Inters.

Back to the falcons on top of Campbell Ewald’s roof. It makes me think agencies could benefit from a mascot. Seriously, would you rather think of Campbell Ewald as Campbell Ewald or as The Falcons?

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Agency to Prospective Clients: Call Us or We’ll Send a Drunken Zombie After You

This self-promotional clip from The Ungar Group, a boutique agency in Chicago, shows what might happen if you crossed Mad Men with The Walking Dead. You'd get a dapper, cigar-smoking, brandy-sipping, scab-faced ghoul who warns, "If you're looking for an advertising agency and don't meet with The Ungar Group, you'll regret it for the rest of your lives." Major props for infusing the initial pitch with a threatening tone and aura of hopelessness and decay. Such elements usually take at least a week to permeate agency-client relationships. Actually, lots of ad guys look like the withered zombie in this video. Pitching new business sucks the life right out of them.

    

We Interrupt Our Regularly Scheduled Programming To Bring You This Commercial Message

black turtlenecks crop

Sponsored posts go here. Inquire within.

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Eyeballs Yes, But Publishers Need The Rest of You Too

In the old days, editors assigned stories to reporters, then made suggestions for improvement as the copy came in. Today, it’s a bit more complicated. Today, an editor needs to have the capacity to run the presses.

Paul Smalera, tech editor at Reuters, warns on Medium that editors need to know some code and possess a working knowledge of design, or risk forfeiting maximum exposure for their stories.

…Readers are being trained to expect simple yet elegant complexity in their online experiences. Woe to the media company that is not scrambling to deliver both.

Smalera points to a few examples, including “Snowfall,” a brilliantly executed multimedia story from The New York Times.

eyeballs

I’m also fascinated by this additional bit of insight from Smalera: “Cultivating reader relationships on an editorial level can unlock all sorts of value, understanding, and yes, even revenue. But only an editor who understands how to demand that data, from a team willing to provide it, will ever get it. Then she has to figure out how to use it.”

As editor and partner in this micro media property, I’d love to “unlock all sorts of value” right here, right now. Speaking of that, I listened to an interesting audiocast last night where USA Today Columnist Steve Strauss interviews Brian Clark, the CEO and Founder of Copyblogger Media.

“You have to demonstrate that you’re valuable enough to pay attention to,” Clark advises. Of course you do. But being interesting, and consistently providing interesting content is no guarantee of a pay day. To get paid, you have to sell something people are buying. You might be super interesting in a topic that doesn’t monetize.


AdPulp has always made “some money” from advertising and sponsored content, but I’ve never been an A-list blogger and I’ve never seen the cash windfalls that can come from it. Clark mentions on Strauss’ show that his 20-person company now brings in $5 mil a year in revenue. I’m as impressed as anyone that a great business can spring from a blog’s fertile soils. Just know the type of success that Clark, Chris Brogan, David Meerman Scott and others have found is the exception, not the rule. To make it big online or off, you also need talent, timing, luck, connections and the drive to work and never give up, plus several other intangibles.

While Shawn and I haven’t yet found the money-tree in the digital forest that we keep hearing about, unlike Sasquatch, it is there to be found. Sometimes, we say to ourselves it’s the topic — Advertising — that’s the problem, but I’m resistant to this because Advertising is huge, and we provide a valuable service to the practitioners, students of and professors of Advertising, plus many others with an interest in the business and ads.

As long as you’re here, there is market value here. I’m convinced AdPulp can get bigger, do more, and serve you in new and exciting ways, but first I have to get busy and become an editor who “understands data and cultivates reader relationships.” Doesn’t sound too difficult. But please, send me any advice you might have.

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An Agency Website That Works From Copacino+Fujikado

I have been staring at hundreds of advertising and digital agency websites on my Pinterest directory trying to decode each agency’s objectives and strategies. Frankly, the lack of ad agency website differentiation, especially if you view these websites from a new business perspective, is confounding.

Every once an awhile I come across an agency that is doing something different. In this case, the something different is a social media tool from Copacino+Fujikado, a leading Seattle agency born in 1998. The agency is known for its iconic Seattle Mariners work and a range of other famous brands including SAFECO and REI.

C+F, which has a very clean site by the way, has a “+ curated” button on its navigation bar. The + curated tool lives on each page and allows a visitor to save pages from the site and add them to a curated list that the visitor can email to himself or someone else.

copacino + fujikado
The + curated device works for at least four important reasons.

+ curated helps the visitor to save and share content (especially the agency’s work.) An action that is generally difficult in website viewing.

It works as a user-activated new business tool.

It provides the agency with data on who is visiting and sharing. Again, a new way to solve the problem of the anonymous visitor.

It is different and cool and provides the agency with a new shiny thing that they can show to clients to prove that they actually walk the social media talk. Most agencies try to deliver social chops by showing their Twitter feed.

C+F has managed to move past the now ubiquitous home page Twitter feed to demonstrate agency-owned digital prowess.

Peter Levitan is an advertising agency consultant dedicated to helping advertising agencies add new business in our age of disruption. He can be found everyday right here: www.peterlevitan.com

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It Takes Brains

a href=”http://brainsonfire.com”Brains on Fire/a has a new website and it’s well worth your click.

span class=”mt-enclosure mt-enclosure-image” style=”display: inline;”img alt=”Brains_new_site.jpg” src=”http://www.adpulp.com/archives/2008/12/23/Brains_new_site.jpg” width=”416″ height=”240″ class=”mt-image-none” style=”” //span

Not only is the design of the moment, the copy sings.

Here’s how they describe themselves:

blockquote We are a tribe of true believers…

Protagonists. Pirates. Optimists. Disco-junkies. Brutally honest superheroes. And if the walls come tumbling down tomorrow, no worries. We’ve still got this company we call Brains on Fire. Because we’ve still got our people./blockquote
pa href=”http://feedads.googleadservices.com/~a/qEekjgXiOXda68VeIxXEpzBGGFI/a”img src=”http://feedads.googleadservices.com/~a/qEekjgXiOXda68VeIxXEpzBGGFI/i” border=”0″ ismap=”true”/img/a/pdiv class=”feedflare”
a href=”http://feedproxy.google.com/~f/Adpulp?a=nvXHBfHs”img src=”http://feedproxy.google.com/~f/Adpulp?d=41″ border=”0″/img/a a href=”http://feedproxy.google.com/~f/Adpulp?a=ln2hfnsW”img src=”http://feedproxy.google.com/~f/Adpulp?d=43″ border=”0″/img/a a href=”http://feedproxy.google.com/~f/Adpulp?a=3m8NtHrl”img src=”http://feedproxy.google.com/~f/Adpulp?d=50″ border=”0″/img/a
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Personal Statements

Self-promotion is a big part of the ad biz. Every agency has a self-promo site and many make self-promo print ads to run in specialty publications. Then there’s the whole “make an ad for yourself” thing that happens, as ad people seek higher and higher realms. One might even argue this site is a self-promo campaign of some sort. Anyway, Casey McKinnon doesn’t say she’s an actor, writer, producer in the video above. She doesn’t need to say that. She just needs to be interesting enough to make her audience want more.