Whenever I get a chance to speak to college classes about our industry, inevitably I’m asked what I’m looking for in entry-level hires.  Despite all of the changes in advertising and PR over the past decade, my answer has not changed. So, as graduation season begins to approach, and with it the surge in internship inquiries here at Fast Horse, I humbly offer:

“Five Things I Look for In Entry Level Hires.”

1. Smarts.  Smart people thrive in an environment where we are expected to become an expert in a new client’s business virtually overnight.  We don’t have a Wunderlic Test for our candidates like the NFL does for its incoming draft class. So, we have to look for intelligence in other ways:  Correspondence. Interviews. Writing test.  GPA. College or University reputation for academic rigor. Personal interests. References.  All of these can give us clues about whether our candidate is a quick study.

2. Initiative.  One of the early pieces of advice I got from a senior person at the agency where I spent the first 12 years of my career was: “Take control of your career. Nobody is going to hand you anything.”    I took that to mean that I should take control of my career because nobody was going to hand me anything. Turned out to be true.  Agency life is fast paced.  Feedback can be fleeting in the whirlwind. So can opportunity.  You have to seek them out.  If you do, you’ll be rewarded.  If you don’t, you’ll be passed up by those who do. Show us how you’ve taken initiative in your life.  In your previous jobs. As a student. As a roommate. As a Maid of Honor. Whatever.  We want to know that you’ve got the fire in the belly.  Not just to land the job, but because that’s who you are.

3. Creativity. It’s what we sell. It’s our competitive edge.  If you have it, you’ll do well here. The ways to show us your creativity are endless.  Select several.

4. Curiosity.  A curious person discovers things.  Those discoveries can take an idea from good to great.  They can lead to a new business opportunity.  They can inform a new marketing approach. Curiosity is the thing that allows us to drop kick something out of that cliched “box” we’re all trying to get out of.  Your hobbies will give me a clue.  So will the books on your night stand. (Don’t worry, I’m not coming to your house.)  As will your travel preferences. Your favorite web sites.  You get the drift.

5. Something Else.  Can you put check marks on the four boxes above?  Splendid. What else ya got?  See, because the truth is that this business attracts a lot of people who exhibit the above qualities. The “something else” can be the difference between getting the job offer or a call asking you to stay in touch.  What’s that something else we’re looking for?  You tell me.  Study my agency. Study my competitors.  Study my clients. What can you offer us that could eventually make you indispensable to us?  Then make sure you find a way to tell me about that as early as possible.

We need to continue to attract the best talent out there.  To compete for that talent, we need to create a compelling and rewarding career opportunity.  I know it goes both ways. And it’s part of what gets me out of bed every day. Questions about any of the above? Lay ‘em on me in the comment section below, or at the Fast Horse Experience on Facebook.

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The Smithsonian just announced the addition of a new gallery to the “First Ladies” exhibit at the National Museum of American History in Washington, D.C. “First Ladies” has been one of most popular attractions at the Smithsonian for nearly a century (it opened in 1914). The new gallery – “A First Lady’s Debut”- will feature 11 gowns worn by first ladies during the inauguration or beginning of her husband’s presidency, in addition to media coverage that follows the incoming first lady between the election and the inauguration.

There’s little denying that fashion provides an easy and interesting point of entry to talk about the larger role first ladies have played throughout the history of the U.S. We’ve been fascinated with our first ladies since Martha Washington first donned a petticoat, and while their contributions go far beyond Swarovski crystals, silk and satin, a look into these very things provides perspective into what was important during that particular time, what statement the first lady wished to make, and a first lady’s contribution to the presidency.

Each first lady interpreted her role in a slightly different way. Some served in more of a social and ceremonial capacity, while others were more highly visible in the day-to-day government operations and decision-making. Regardless of approach, the first lady’s presence helped to both represent and shape the political and societal landscape during her tenure.

We have extremely high expectations of our first ladies. We require that they strike an extremely delicate balance while in office. Be ladylike but with a strong sense of self. Keep a good household for your family, while advocating for all Americans. Support your husband but don’t be too involved. Choose a cause that you care about but not something that is too controversial. For decades, we have critically looked at our first lady’s appearance, judging her choice of hairstyles, clothes, shoes and handbags on par with her actions or words, and her appearance has come to serve as a reflection and representation of all she – and her husband, the president – stand for.

One of the highlights of the new gallery will be the dress current first lady Michelle Obama wore to the inauguration just over a year ago. There was much buzz about the one-shouldered wonder designed by (then) little-known Chinese-American designer Jason Wu. Mrs. Obama has ignited a fashion-following likened to that of Jackie Kennedy. Quoting LA Times blogger Booth Moore, “Fashion is a business, and Michelle means business.” Her statement, defined through fashion.

The new gallery is sure to keep “First Ladies” at the top of the Smithsonian popularity chart. If you don’t have plans to visit D.C. anytime soon, visit the National Museum of American History web site to view a selection of items on display in the “First Ladies” exhibition, and experience a bit of history through these important moments in time.

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At social media events around town, I hear a lot of people say how refreshing it is to finally meet in person. I feel the same way about a well designed retail space. Sure, a brand can exist on a web page, look beautiful in print pieces and talk on Twitter, but to meet in the flesh is a breathtaking experience. Typography and the perfect font turns to handwriting on dusty chalkboards and suddenly the brand message is the cashier with dreads handing you your coffee.

The photos below are Minneapolis brands that embrace their space – whether it be a bathroom, front door or dumpster – to create a great, physical brand experience.

Why settle for something canned when it’s so easy to create a personalized, dynamic retail space? These kind of spaces form communities, start conversations and ultimately create brand ambassadors.

Golden Valley Humane Society's sign speaks fluent animal

Decals create a fun environment as you enter the adoption center

Seward Co-op Grocery and Deli

Art in the loading dock

water based sustainable ink on windows

Intermedia Arts

Dunn Bros can create an authentic experience, too

What do the materials say about the brand?

going to the edge

better than Helvetica

back of Muddy Waters

Why buy a sign when you can paint it on? #textures

Twin Cities Green

it's all in the details

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Chances are you watched the Oscars Sunday evening. 41.3 million of us did to be exact - a 14 percent increase from the 2009 show and the highest in five years. Was it because the best picture category expanded to 10 nominees to include something for everybody? Was it because one of the night’s key films was the biggest movie ever? Was it the David vs. Goliath story line that pit the night’s eventual big winner, “The Hurt Locker,” against James Cameron’s populist “Avatar?” Or was it the ex-spouses facing off? All those things certainly could be considered significant reasons, but a recent trend suggests that even sans the great story lines it probably would’ve found a way to draw big ratings. Consider this:

• The most recent Super Bowl was the most-watched telecast ever   
• The Golden Globes saw a 14 percent increase from last year 
• The Grammys saw an amazing 35 percent increase in viewership this year
• The Olympics were the second largest US Olympic audience ever, surpassed only by the Kerrigan/Harding miniseries of 1994 

Coincidence? It’s easy to point out that the Super Bowl had the league MVP, two teams that were 13-0 at one point in the season and the Hurricane Katrina sub-plot. It wouldn’t be unreasonable to argue that the Golden Globes, too, benefited from the same things the Oscars did. But the Grammys? Did 35 percent more people really tune in to see Lady Gaga and Elton John perform together? And The Olympics? I think the strongest case can be made for them that something is to thank other than unusually great stories. Is that thing social media?    

Local WCCO producer Gregg Litman recently wrote about social media being a big reason for the ratings surge and I agree. These huge cultural events used to make for good banter around the watercooler the next day, but now viewers gather around it during the show and it’s much more a communal experience. So is that the reason? Could it not be because more people are staying home more with tight budgets, watching the tube because it’s cheaper than going out to dinner and a movie? My colleague John Reinan points out that with the continuing fragmentation of media, people may now crave these big, communal events more than ever.   

The BNET Media story that I linked to in the first paragraph also points out that broadcasters of big events are likely to factor in “the social media effect” from now on and be likely to ask for major ad rate increases. When considering that, it’s amazing to think about how recently stories like “Super Bowl ads decreasing for the first time ever” and the whole “DVR, TIVO, On-Demand, etc. will be the demise of TV” were written. It’s been one heck of a three-month stretch or so for TV and I’m curious to know what you think - what’s the reason for it and can this continue?

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Editor’s note: This is John Reinan’s weekly marketing column for MinnPost. To view the original, go to http://bit.ly/bBPAd0.

Congratulations to Pat Fallon on his upcoming induction into the American Advertising Federation Hall of Fame.

Pat Fallon

Fallon, a volatile genius (I was once on the wrong side of his volatility), arguably contributed more than anyone now living to the growth of Minneapolis as a vibrant advertising center with a reputation for creativity.

With his longtime business associates, Fred Senn and Irv Fish, he built Fallon into a renowned agency doing high-impact work for high-profile clients. Fallon’s rise to international prominence inspired other local agencies and gave Minneapolis an identity in the advertising world as something more than that nice city you flew over on your way to one of the coasts.

Fallon stepped down from day-to-day duties at his agency two years ago but continues to serve as chairman emeritus, consulting with clients and acting as a living brand ambassador for the agency’s creative values.

We all owe a debt to Fallon and others who helped create a thriving Twin Cities marketing industry. This is an idea business, a creative business, a magnet for talent. Highly educated, well-compensated people in the marketing industry contribute to a better quality of life for everyone in the Twin Cities.

The group includes names like Curtis Carlson, who’s often remembered today as a hotelier (Radisson) but actually invented modern loyalty marketing in the 1930s with his Gold Bond stamps.

It includes Lee Lynch, who built Carmichael Lynch into a premier national ad agency (he’s also MinnPost’s board chair). And Raymond O. Mithun, who founded Campbell-Mithun at age 23 in the depths of the Great Depression and quickly took his agency to a dominance in the local ad rankings that it still enjoys today.

The honor roll also includes everyone right now who’s running a marketing, PR, interactive or promotions agency in the Twin Cities — and there are scores of them. These entrepreneurs truly live by their wits — their livelihood depends on a daily tightrope walk that combines a creative spark with the intense, detailed work needed to bring that spark to life.

I want to give a nod to another Minneapolis advertising great whose memory has faded with time. I hadn’t heard of him until I started to do some research for this piece, and yet he clearly laid the groundwork more than 100 years ago for all those who followed.

His name was Mac Martin. A native of Wabasha, Minn., he graduated from the University of Minnesota in 1903 and the following year founded the Mac Martin Advertising Agency (not related to Martin/Williams, currently a leading Minneapolis agency).

Visionary clients like Munsingwear helped the Minneapolis marketing industry grow.

Martin taught at the U of M for many years and wrote extensively on his theories of advertising. He was among the first nationally to study advertising in a systematic, academic way.

Take a look at one of his booklets, published in 1914 by the University of Minnesota extension service. It’s fascinating to read Martin’s examination of basic subjects that we all take for granted today: motivating consumers to buy; using package design to increase the appeal of a product; research and planning before launching a campaign.

The advertising clients he mentions — Cream of Wheat, Munsingwear, Occident Flour — remind us that Minneapolis was also blessed with visionary companies that saw the value of national marketing and branding.

To Martin and Fallon and the many entrepreneurs and clients currently active on the Twin Cities marketing scene, thanks. You’ve done more than any sports team ever could to make us more than a cold Omaha.

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Have you seen the latest TV spots for Old Spice? They’re the ones featuring a shirtless man barking commands at women to “look at your man…now look at me” while pointing out that their boyfriends/husbands simply don’t smell like real men (and therefore maybe aren’t real men).

I stop to watch these commercials every time I catch them because they crack me up. The guy delivers his lines in a come-hither tone to the ladies whose eyes are glued to their sets (or his abs?). You can almost smell the masculinity oozing out of the screen as he speaks.

And the spots are catching on … Brandweek reports that they’re a bona fide web sensation. One of them has been viewed on YouTube more than three million times since it debuted the day after the Super Bowl.

Although I find these ads really, really funny, I can’t help but wonder a few things:

If this man walked into a bar and commenced his order barking on an ordinary Friday night, would women respond favorably?

Does Gloria Steinem approve? Because there was a time when women objected to being talked to like this. I have to now assume that if the ad is funny and kind of degrades men, it’s okay in a post-feminism world.

What if this man wasn’t a man, but instead a chick with the qualities of a Gisele Bundchen or Brooklyn Decker? And what is the reaction as she tells men to look at their gals and see the disappointing lack of femininity they possess? Would the spot get the same laughs? Maybe some uncomfortable chuckles from guys. Would it increase sales? I doubt it – if women are the ones buying the Secret or the Old Spice or whatever, they’re certainly not going to buy something from a girl who’s hotter than them who puts them down in front of their men. Not gonna work.

So why does this kind of tactic work on guys? Are we stupid? Or are we just accepting defeat from a dude who is clearly more macho than the vast majority of us as we sit on our couches watching football or NASCAR?

I’m not sure the answer really matters. What I do know is that the ad brilliantly works both ways: at the end of the spots, when the guy says something akin to “I’m on a horse,” I’m ROTFL. Well, not actually rolling … but I do LOL.

Note: I asked my friend Alli to pre-read this post before submitting it, and she strongly objected to the inclusion of the image of Gisele on a horse. This after she just watched a half-naked man on a horse. Double standard? You decide.

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(via catandcow.davidguay.com)

In my short time in the professional world, it’s become clear that the nerds will soon rule the world.  Employers are looking for candidates who know an industry and have the technical toolkit to help adapt to new economic models. It’s a rough scene  for the nerd-impaired: venn diagrams pass for humor, and you couldn’t avoid watching the entire United States geek out about the iPad a few weeks ago.  But the reports of Nerdmerica may be overblown. A recent study by the Department of Commerce showed that 30% of the United States never uses the internet: no email, no facebook, no Farmville.  I’d love to report that people are taking a break from the digital world to focus on the simpler things, like spending time with their families and beard-growing.  The bulk of non-internet users, however, report more troubling reasons: they don’t own a computer or have the skills to go online.

Think for a second about where you’d be without the internet. I’ve found my last job and apartment online, and I don’t see myself severing my digital ties anytime soon.  I’m concerned for the millions of people on the wrong side of the digital divide. Our ability to improve ourselves professionally and seek out important information increasingly requires high-speed internet.  How many well-paying jobs welcome applicants who don’t have email addresses?

The online tools that empower individuals — education, social networking, and health information — are inaccessible to many of the people who could benefit most from them.  Many cities offer free computer and internet access at public libraries, but there is never enough computer time for everyone.  When we seriously underfund our libraries, we’re not just cutting magazine subscriptions, we’re trimming a service that our neediest citizens rely on.  But I’ll get back to something nerdy.

My favorite web designers are the ones who obsess over accessibility and usability. While their peers are enthralled with html5 and gesture-based interfaces, they know that an absurd number of web users still use IE6.  These designers aim to serve the needs of everyone, not just the early adopters.  My favorite graphic designers are ones who think of the least-capable and confused people and find a way to get them to understand.

Good design and planning processes are few and far between, but they can account for the vast diversity of technology ability and accessibility within a population.  How does your company meet the needs of those who are off the grid?  Do you have systems in place to identify technology accessibility obstacles and then address them? (hint: twitter keyword monitoring is not the best place to start).  I’d love to hear how organizations have had success including the non-nerds among us.

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Just a quick note to call your attention to an intriguing article by our intern, Ben Matheson, in his native city’s newspaper, the Albert Lea Tribune. Amid its coverage of pay-to-play junior hockey scandals, the Trib found room to run Ben’s thoughtful look at the importance of learning a foreign language and the way it affects not only how we communicate with others, but how we think, as well.

Excerpt:

“The United States has a disproportionately large influence on the organizations, industries and conflicts that define life around the world in 2010. But we’re not the only game in town. Our future will depend on our ability to collaborate with an increasingly diverse population. Could multilingual citizens, soldiers and diplomats help calm our conflicts around the world? I have to believe that they would.”

Take a look for yourself. Hygge.

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If you live in Minnesota and occasionally find yourself in front of the TV on these cold winter nights, you likely caught a recent Blue Cross Blue Shield of Minnesota ad campaign featuring six Minnesotans who were inspired by the do Campaign to lose weight. For those of you outside the state, the do Campaign raises public awarness of the benefits of physical activity and healthy eating. It’s a really cool program that Fast Horse helped launch several years ago and it continues to inspire Minnesotans to this day.

The last couple months, we’ve been out promoting these amazing folks – who in total lost nearly 700 lbs just by setting a series of small goals in their eating and exercise habits. And we can tell you first hand, they are truly amazing individuals.

And while they were over the moon to share their success story in a statewide commercial and in TV, blog, radio and newspaper interviews, what they found even more rewarding was the attention they got from the residents in their communities. People stop them at restaurants and grocery stores and ask for tips on healthy eating, they get emails inquiring about how they took those first steps and they even have new workout buddies at their local gyms. I guess you could say they’ve become true do Ambassadors – a valuable asset to any organization.

Take a look at one of our most popular do stars and see if she inspires you. And be sure to check out our Facebook page and the do Web site for more information about how to achieve your healthy living goals.

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Editor’s note: This is John Reinan’s weekly marketing columnfor MinnPost. To view the original, go to http://bit.ly/buGnk8.

Can you feel sorry for a jerk? I’m talking about Steven Payne, the theater executive at Evergreen Entertainment who told a customer to go [expletive] herself after she complained of a bad experience at a movie in St. Croix Falls, Wis.

Payne demolished every rule of customer service and public relations in his angry reply to the complaint. As someone who advises companies on public relations, I cringed at the thought of having to deal with a situation like this.

Not only did Payne drop an f-bomb on his customer, he insultingly suggested that she should get a better job and invited her to take her business elsewhere.

The verdict is clear: He acted like a complete ass.

Payne realized his error and sent an apologetic email to the customer hours later. But in the meantime, the object of his wrath posted the original, profane email on her Facebook account.

Social media took over, and Payne’s email was soon the object of heated discussion on dozens of blogs and websites.

Most of the comments I read were critical of Payne, although some pointed out that the original complaint was on the caustic side. Still, it’s impossible to defend his response.

But many comments went beyond criticizing Payne, calling for him to lose his job. I have trouble with that notion.

I don’t like the idea of a person losing their job for one mistake, no matter how much of a whopper it was. I feel the same way about the idea that a company wouldn’t hire someone because of an embarrassing picture that appeared on Facebook.

Technology has made our lives an open book, and I don’t think we’ve learned how to gauge our responses. Every day, it seems, brings news of some screw-up or scandal that becomes an Internet sensation — until the next one comes along.

Just last week, a U.S. Olympic medalist — snowboarder Scotty Lago — was sent home in disgrace after embarrassing photos surfaced of him partying at a Vancouver nightclub. I could name dozens of similar incidents.

As a former reporter, I understand that these are juicy stories, sure to grab eyeballs. But they’re the kinds of incidents that, until recently, never would have seen the light of day.

Now there are camera phones everywhere, email trails — and the means to make them visible to anyone with an Internet connection. We’re all losing privacy in the interest of feeding the Web’s insatiable need for fresh controversy, our bad days and embarrassing moments potentially available to the world based on the whim of a stranger.

I’m not arguing that Payne doesn’t deserve the criticism he’s getting. But I can’t help but think this would have been better handled privately. The offended party could have complained to Payne’s boss, and Payne could have delivered a private apology.

By making his actions public, she escalated a situation that, while admittedly offensive, needn’t have become an Internet cause célèbre — and a potential threat to a man’s livelihood in a historically bad economy.

President Harry Truman used to vent his feelings on paper. He’d write scathing letters about the things that bothered him then file them away in a drawer. It gave him a chance to cool off before he was tempted to send them.

In this era of instant communication, perhaps we also should learn to think twice before we hit send. And we should give a little thought to the relative importance of f-bombs and partying snowboarders in a world that has a few larger problems to deal with.

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