Celebrating our First Anniversary with Uncommon Honesty

It's been a year since Ed and I started The Promo Code with the idea that we could spread some marketing joy to all the good little boys and girls in the media...or just people who loved talking about media and promotion.

It's all good, y'all.

Christmas is only nine days away.  This is a favorite holiday for a lot of us, to be sure.  Even if you are not a "Chritmas person," it's time to celebrate all your blessings and the people who enrich your life.  It's also the time where countless writers and columnists want you know that they're thankful for their dog, their parents and the fourth grade teacher that pushed them on to greatness.

This year, I celebrate honesty.  Even when it stings a little.

I was talking to an old creative services friend the other day who asked me what former employees would say about me. I gave a truthful answer based on what I knew were the thoughts of over a hundred people I've supervised over the years.   A lot of those people have worked for me at multiple stations.

The answer was simple:  kind, generous, flexible, funny, talented...and incredibly handsome.

The truth is--I've never actually asked.  What boss would actually ask "what's it like to work for me?"
It just never came up from people I was supervising.  Have YOU ever asked?

As their supervisor, it was MY job to tell them what I thought of THEM and how THEY were doing.

Are your intentions being properly being received?

So, on a frosty morning in Portland, I had coffee with an old friend, who used to work for me but who now works at another station.  Since he left my employ, we get together to talk about family, mutual friends, musical theater (that's right) and television.

So, I took the opportunity to ask the question--what was I like to work for?  Some of the answers took me aback.

When I thought I was helping by editing spots, I was actually screwing things up (I am not a good editor). 

He said a lot of great things about me, but I should have asked this question years ago, so I could polish the rough edges and become an even better manager.  I think it's called 360 Evaluations--where your employees get to evaluate you.  This is a double-edged sword, as no matter what you do, some people will walk though fire for you, but some will hate your guts even if you give them a big raise. 

It's easy to put on blinders and say "I'm the boss and I'm smarter than the rest," but this is wrong in so many ways.

So, heading into Christmas, I rejoice for my family (who love and criticize me), friends (who tell me the truth) and a warm house to come home to.  As you go through your journey, don't forget to ask "how am I doing?" from time to time.  It may smart a little, but what you learn will open your eyes and make you stronger.

For that, you should give thanks.

Wondering what this gorgeous woman sees in me

In case you want to know, I'll be eating Christmas tacos  with the beautiful Victoria, my fantastic daughter, Gillian, who is home from college and our good friends, the Franklins, so it should be a great day.  You should come over.

Merry Christmas and happy Promo Code anniversary to Ed Roth, my partner in crime, to you and every one you know. 

--Rich Brase
redrich24@gmail.com

What I've Learned From Ron Burgundy

I'm very important. I have many leather-bound books and my apartment smells of rich mahogany.

Ron Burgundy is everywhere and he's got my attention - big time!  Not the character, but the publicity campaign that borders on genius.  The efforts virtually guarantee a huge opening, as well as word-of-mouth that plants Anchorman 2 firmly in the consciousness of the target market.

In addition to the Dodge commercials, which technically don't count because they're spots, four recent initiatives got my attention.

1.  The trailer was emailed to me, directly from Ron Burgundy.  That the trailer was a great one was secondary.  As soon as I saw the name in my inbox, I smiled.

2.  Ron's appearance on that North Dakota newscast.  Overnight, the broadcast went viral, proving that big events can come from anywhere.

3.  His ESPN interview with Peyton Manning.    

4.  He opened the NFL pregame today with an analysis that was hilarious.  I didn't expect to see him, which only added to the enjoyment factor.

This latest effort has reinforced the importance of originality, especially when developing marketing and promotional campaigns.  True, there are few characters who have plugged into the sensibilities of media types like Ron Burgundy, but that's secondary.

 
By the beard of Zeus, I'm motivated to keep finding organic and entertaining ways to increase viewership, always making sure that it is unique to the brand.  Social media is key, of course, but isn't the only game in town.  Gotta think outside that cardboard receptacle.

So thanks for the push, Ron Burgundy.  We should have a scotchy scotch scotch together soon..

-Ed Roth
edrothshow@gmail.com
 

Where's the Bow for my Christmas Lexus?

Today, I'm thinking about advertising I love and hated in 2013. 

What I loathe in 2013
Social media overtaking our lives
Reality TV being seen as entertainment
Local TV news all looking the same
Santa endorsing every product
Christmas spots for luxury cars with big bows on the roof

What I love
Great graphics
Spots that dare to be different
Spontaneity
Diversity
Advertising Surprises
Clever writing
Promoting the Olympics

Are you already on Christmas spot overload?

"Wow!  How many spots are Target running?" asked my bride today, while watching CBS This Morning.   I saw a spot for them selling artificial Christmas trees.  This is particularly troubling, as I live in the state that produces grows more Christmas trees than anyone else, but I digress.

Clearly, there is value and Target is out to take over the world. I am just happy that Black Friday is almost over and the ten thousand ads for socks, electronics and other things I don't need right now are almost gone.  I even give one local advertiser points for making all their graphics black and gold.

I really do hate Christmas spots.  Do we really need to work Santa into every product?  Since (thanks to global warming) only a percentage of this country will see snow between now and December 25, do we need snow in every spot?

I'm really not Scrooge or the Grinch, but just a typical American who is already overwhelmed by the images (cliches) of the season.  If you're living in LA, San Diego, Miami or Houston, the sight of snow falling on your new Lexus' bow doesn't ring true.

Lexus December to Remember spot

By the way, who buys $80,000 cars for their spouses for Christmas?  I love my wife, but I can only dream of being able to afford a luxury car under the tree.

Looks like socks again this year...but no fake trees.

OMG!  I AM Scrooge.

Merry Christmas, kids.  Have fun driving your new Lexus.  Don't forget to take off the bow before you drive to the grocery store.

--Rich Brase
redrich24@gmail.com

What Keeps You Up at Night?

We could all learn from Homer's Odyssey.

Approximately 75% people don't get enough sleep (source: The Promo Code).  Either they can't fall asleep, can't stay asleep, or don't want to sleep.  For people in our industry, I think the figure approaches 99%.

Which gets me to thinking (at 4am, of course): Why are we awake in the middle of the night, when sensible people are recharging their bodies?

It's not logical.  We know that we need the golden slumber:  7-8 hours would be great, but we make a deal for 5 or 6.  We're more responsive, alert, think clearer.  It's a no-brainer, from a left-brain perspective.

It's not desirable.  Who wants to be up watching infomercials and writing blogs in the middle of the night, while all those individual padded coils (or whatever they are) await?

It's not healthy.  With less sleep, we're more susceptible to sickness and crankiness, which is definitely not good for the health of your relationships.

This is a time you don't want to see.

So, why don't we sleep at night?

Since I work for a TV show called "The List," I've decided to answer the question... in the form of a list.  (And yes, that was a shameless plug for the Scripps-owned access program.)
 
Top Three Things That Keep Us Up at Night 

1.  Free-Floating Stuff.  Could be anything and usually is.  Syria.  Money.  The mortgage.  Football.  How much braces cost.  Gas mileage.  That pain on your right side.  Money (again).  And, oh yeah, work. Which leads to...

2.  Stuff You Did.  Did I edit that spot the right way today?  Did I respond with "Reply All?"  Was that report due yesterday?  Should I have eaten that burrito?  It's not about regrets; it's more about reviewing your day as you prepare for a new one.

3.  Stuff You Didn't Do.  I didn't get around to writing that blog, call for new insurance, set that doctor's appointment, start my diet, follow up with Bill in Accounting.  Here's a better copy run. Doesn't matter how minor, it's still floating around in your brain.  And what better time to review than 3am?  As my friend, Al, likes to say, "Purrrr-fect, Batman!"

To date, my best solution to stay in Dreamland... is to make lists.  (Shameless plug, part deux.)

If I'm up in the night, I write down what I want to accomplish during the day, no matter how trivial.  This way, I know I won't forget in the morning (another cause of staying awake), and I'll get everything done.  If not, I know I'll face an entry that hasn't been crossed off the list.

Quick aside: David Brenner used to tell a joke about how he would think of the funniest things in the middle of the night, but by morning, he'd forget what it is.  So he decided to put a pad of paper and pen next to his bed.  This way, he could write it down.

Next night, he wakes up laughing, and remembers to commit the hilarity to paper.  He falls back asleep, content that he's got the best joke ever.

In the morning, he excitedly leaps out of bed and looks at the paper.  It says,  "Uncle John is chasing me."
 
Moral of the story?  You don't think that well in the night, but if you write stuff down, at least you can get back to sleep.

This actually works and the funny part is, If you don't remember to do it during the day, your brain will remind you... just in time to watch a new way to separate eggs.

Sleep well...
Ed Roth
edrothshow@gmail.com
  

The Entrepreneur's Guide to Combatting Loneliness

I'm an entrepreneur.  I work with some great companies and non-profits to help them market themselves. It can be very exciting.

The entrepreneur assumes the position.

It can also be one of the loneliest things you can be, especially if you once worked in an office, complete with the daily buzz of a diverse work force, donuts in the break room, fun people to have lunch with and bosses to bitch about. 

You used to work in that world, but you decided (or had it decided for you) to leave and stalk out on your own.

You're sales manager, writer, designer and Chief Schmoozing Officer.  When you're taking meetings, producing a product, helping clients succeed and even picking up an occasional check, life is glorious.

But when all you do is send out e-mails, create proposals and prospect for business...it's the worst.

The fact is that being self-employed...like loneliness in general...can be a major health issue, as serious as smoking and obesity.  There are even studies that link loneliness and early death.  Let's face it--we're built to be social animals and not having clients or any social interaction can be devastating.

When you're starting to feel down, are in a losing streak or not generating a lot of income, here are five ways you might consider to kick-start yourself:

Want to meet for a drink before the temperance meeting?

1.  Call someone different every day.
We're living in the world of e-mails and texts, but talking to a neighbor or friend you haven't talked to in a while can relieve stress.   Make it a scheduled event for the end of the day, when things are winding down.  But, talk about anything except work.  You might even get a new idea or get help solving a problem without even talking about it.  Also, it will make you feel good.

2.   Work out.
I'm not the first one to tell you this and I could lose a few pounds myself, but if you've got a few hours and nothing going on, get off your butt and go for an hour-long walk with your iPod or go to the gym. 
If you can go with a friend, even better.  I'll bet you're not getting enough exercise, anyhow.

3.  Volunteer.
Take an evening a week...or even a month...to make a difference in someone else's life.  I love movies so I volunteer once a month a local non-profit movie theatre.  I get a rush out of popping corn and working the box office, plus I meet a lot of people I wouldn't normally meet.  No strain, no stress, but a Win-Win.

4.  Go out to lunch.
If you can go out with a friend, so much the better, but do NOT eat lunch at your desk when you're depressed.  You could take your sandwich and iced tea out to the deck, but better yet, go out to a park, your local Subway or anywhere there are people.  You'll be amazed how refreshed this one hour away from your desk can clear your head.

With friends like these...

5.  Join a club.
It's so easy to become isolated, working from your desk in the basement (your company's World Headquarters).  Join a running group, take a painting class or get involved in something other than business. 

Basically, get out there!!!  Do something different to change your routine.  I'm a big believer in Karma and that being busy makes you even busier.  Gaining a new friend gets you even more friends.

Working gets you more work.

Sitting alone in your company's World Headquarters get you...lonely and fat.

Now, let's have lunch.

--Rich Brase
rich@richideas.net

Be the Coolest Person in the Room

If you were a tree, this would be you.

The world changes from moment to moment.  Governments teeter on the brink of bankruptcy.  Industries lurch from quarter to quarter.  Companies are bought and sold daily.

With all this anxiety in the air, as well as day-to-day demands, here's a solution to help you keep your focus.  In two words:
 
Stay cool.

History is filled with advice urging zen.  Rudyard Kipling's Keep your head while all others are losing theirs.  Great Britain's Keep calm and carry on.  Frank Costanza's Serenity now!  And, of course, Frankie Goes to Hollywood's Relax, don't do it.

Here's the annoying part: It works.

When you're operating from a minefield of emotion, that's when mistakes are made.  You react.  You're impulsive.  You act out in a way that feels good at the moment, but that moment is fleeting.  This rarely ends well.

This is often a challenge in an industry as passionate as ours.  We're encouraged to think creatively (not just creatives, btw), interact with people with very different perspectives  and, oh yeah, reach consensus quickly.  Definitely a combustible combination.

Which makes it that much more important for you to always retain your composure.  Passion should never be mistaken for craziness, and vice versa.  You don't have to look any further than our political leaders to see that grandstanding and hostage-taking is not leading;  Looking for reasonable answers is.
 

Whether you're running the show, or freelancing for the day, stay focused on the ideas at hand and don't fall into traps.  It's easy to be diverted by personal issues (yours and others'), difficult situations, or looming crises.

Be the calm one in the room.  People respond positively to your confidence, and, in turn, eschew superfluous issues.

Stay cool.  It really, really, really works.  No, really.

It's all good...
-Ed Roth
edrothshow@gmail.com  

Brits are more American than Americans

Hugh Laurie sounds more American than I do

When I was a kid back in New York, a British kid named Steven Volz joined our 6th grade class.  He was the first kid I every met who didn't sound like a gangster.  My own parents had such chain-smoking, thick NY accents, they sounded like they were out of Central Casting.

A few decades ago, the only English people on television were butlers or nannies.  Now, they're neighbors, bosses and boyfriends.


In short, the British (and Aussies) are taking over American television and The Promo Code wants to know why.

Have you ever thought why there are so many Brits playing Brits and Brits playing Americans?

I've got a lot of English blood flowing through my veins.  My grandparents left London in the 1920's and emigrated to New York and never looked back.  Their cockles would be warmed if they could be around to see so many of their countrymen...playing Americans.

Like many of you, I'm a big television fan.  I watch way too much of it.  I'm engrossed in the new fall season and I really like a few shows, like The Crazy Ones and Mom on CBS, but really like Super Fun Night on ABC.  That got me thinking about today's topic.

Aussie Rebel Wilson can live in my neighborhood anytime

Super Fun Night stars the great Rebel Wilson (Australian playing an American), her English co-workers Matt Lucas (who played her brother in Bridesmaids) and Richard Royce.

It seems like at least 50% of all American television shows either have a British or Australian character or an actor "playing American."

I live in Portland, Oregon and have lived all around the country, but must say that in my personal and professional life, if I meet one person a year from GB, Australia or New Zealand, it's a lot.

But if you watch any American show on network or cable, you'll be led to believe that they're all around us, like popcorn.

I love Brits, Kiwis and Aussies.  Whenever I've met and gotten to know them, a lot of alcohol was consumed and I ended up up doing things I would later regret.

How many shows can this man host?  Seriously.

Need some examples?  British or Austalian characters appear in The Mindy Project, Sleepy Hollow, Once Upon a Time, The Neighbors, Super Nanny, The Following, ALL 500 Gordon Ramsay shows, The X Factor, So You Think You Can Dance, 60 Minutes, Young and the Restless, Elementary, The Talk, Smash, Hannibal, The Borgias and The Office.

For Brits or Aussies playing American, how about House (two characters), Grey's Anatomy, Body of Proof, Hawaii Five-O, The Americans, The Good Wife, The Mentalist, Unforgettable, Chicago Fire, Do No Harm and the upcoming Dracula.  Those are only from the shows I actually watch!

Many Brits were in an uproar when Renee Zellweger played Bridget Jones.  How about when Hugh Jackman played Wolverine?  Did we get upset?  Nooooo!

A few years ago, I played an English character in The Norman Chronicles and I'm pretty sure my attempt at an English accent caused the death of Laurence Olivier.  Mine was still better than Dick Van Dyke in Mary Poppins.  Worst...English...accent...ever!

We love you, Dick, but stop talking!

Accents are tough.  Gwyneth Paltrow was great in Shakespeare in Love and Natalie Portman and Scarlett Johansson hit it out of the park in The Other Boleyn Girl but Brits and Aussies seem to know how to sound like us better.

So, I need to know--why do so many British actors (beautifully) act like they're from Cleveland?  Is there a lack of work in Great Britain or Australia... or is the American accent merely so cute and adorably easy to duplicate that they're laughing all the way to the bank?


It's almost as if they want their country back.

They can sound like us, but they're smart enough to not want to become members of our Congress.

Smart.  Very smart.

--Rich Brase
rich@richideas.net
(503) 201-6158