Part of my work at Skidmore College as the F. William Harder Chair Professor of Business Administration includes the recruitment and production of an annual lecture.

Each year, a speaker is recruited and asked to present to the students a topic within their areas of interest and expertise. This year, it was me.

The link to the lecture: https://vimeo.com/557756796

If you’re working in the industry, it’s important to keep in mind that the audience for this presentation are students. The age range is 18-22. Their context as young adults is a world in which they have never known anything other than digital media and social media. To draw out the importance of this context, I will point out here that as part of the boomer generation I grew up with TV. I never knew a world without TV. My parents, part of the silent generation, grew up with radio; TV for them was a transformative technology. For my generation, digital has been a transformative technology. For these students, generation Z, digital is nothing new at all. However, their challenge is gaining some perspective, not simply on the past but also about where we are today and, if I did a decent job, suggestions to motivate their own work and understanding going forward.

This is academic work and is shared here in that context for that purpose. The work used to illustrate the presentation were derived from various sources, most of it my own, some of it sourced from various on-line resources available to the public. Due to the Covid-19 pandemic, this lecture was delivered virtually.

I hope you find it insightful.

Agency process is a balancing act. Too little process, and an agency will eventually fail to deliver and will go broke in the process. Too much process kills the creativity of the organization.

Having recently been a fly on the wall during client-led agency reviews, it is easy to spot the winners and losers. The winning agencies tend to lightly dance with their process, intermingling it with their work as evidence that the outcomes were not pure luck.

The losers spend more than half their allotted time banging on about their process, segmenting it from the outcomes and boring the client team to no end.

Good clients expect and respect strong agency process. They are not hiring agencies for their process. But if you question a client about why they are considering switching agencies, they very often cite poor process as one of the primary reasons. Of course, the other big reason is the work.

Strong process will not win you the work, but poor process will sure as hell will get you fired.

An agency that over-indexes on process in a client presentation is probably over-indexing on it back at the shop. Nothing will destroy an agency creative culture faster than legions of people armed with process hovering over the creative work.

Process is important. Properly executed, agency process infuses the creativity of the organization with insight, curiosity and a general esprit de corps that has everyone working to produce the best possible work.

If done poorly, agency process becomes a dividing line between those doing the work and those who believe it is their job to demand the work.

The highest purpose of agency process is to liberate its creativity.

Brand marks  are invested with symbolism; meaning derived from perceived value, ambition and aspiration too. On this 4^th of July I thought it would be interesting to start with a consideration of Uncle Sam; a representation of the U.S. Government. The creation and evolution of Uncle Sam is an interesting story about which much has been written. It’s hard to separate fact from fiction but one thing is certain, the illustration created by artist Montgomery Flagg is a hit. This rendering was used to promote the idea of being ready and prepared for war. World War I was supposed to be the war to end all wars. Sadly, there is never really an end to war and persecution and the excuses used to justify it all. Right or wrong, the symbol of Uncle Sam became a call-to-arms which found its inspiration in the 1914 Alfred Leete illustration from England used in a WW I recruitment poster.

Uncle Sam’s better half, known as Columbia, famously depicted by Paul Stahr ca. 1917-18, named to honor the legacy of Columbus, went on to inspire the naming of countless organizations, including Columbia University as well as Columbia pictures, which later took the lovely lady as a symbol of its own. You’ll notice a strong resemblance to Lady Liberty, the grand statue itself a gift to the people of the U.S. from the people of France. The Statue was designed by sculptor Frederic Auguste Bartholdi and built by Gustave Eiffel and dedicated on October 28, 1886.

In the painting of Columbia, we are quite literally taken in by her open arms and compassionate and sincere expression. Columbia was said to represent the people of the Americas. The Statue of Liberty holds a tablet with the Roman inscription of July 4, 1776; testament to our declaration of independence. Broken chains lay at her feet, a beacon for all the world to see, a symbol of independence and freedom at the entrance to NY Harbor. Her torch held high, welcoming immigrants from all over the world. The statue was also inspired by the Roman Goddess, Libertas.

It should not be surprising that women are used to represent openness, liberty and freedom while men are depicted as aggressive, directive and controlling. We are ourselves symbols. Check out the early illustration by Thomas Nast from Harpers Weekly of Uncle Sam having Thanksgiving dinner with immigrants from all over the world, this tells the story of America at its best. The world at its best.

At a time when the U.S. and perhaps much of the rest of the world seem on a path of isolationism, it would do us good to remember the power of symbolism.

America’s most important export is our culture. For centuries, the promise of America has inspired countless millions to risk it all in pursuit of freedom, openness and inclusiveness. We seem to be forgetting, the meaning of America, of liberte’.

What will you export today? Perhaps you can start with a welcoming smile.

The problem with the word no is figuring out where it’s coming from.

Turning no into yes is often a cat and mouse game with the marketing team. You might have 10 clients on a single brand with a claim to input and by the time you’re done, your big idea might not be so big and your enthusiasm may certainly have waned. Your idea finally gets moved upstairs with the warm endorsement of a semi-aligned brand team. Sound familiar?

If this is a regular routine, and when you look yourself in the mirror, with absolutely no self-aggrandizing bullshit you can say, without equivocation, that this is your best work and that the big idea for the brand has been pillaged to death, you’ve enter the club of no authority. The club of no authority, wields the only axe they are authorized to carry.

Have you noticed that decision making around big ideas by marketing teams is often a chess match.

They cannot give you a yes, because yes is not in the room. When the idea finally climbs the last flight of stairs and enters the corner office, it may not get that yes because it’s been watered down. The corner office thinks and behaves differently.

The corner office is not worried about the corner office.

The corner office wants the big idea to be truly big and liberating. The corner office wants your expertise above all else.

This is your moment.

Do everything in your power to be in that room and have your original iteration of the idea at hand. If the idea starts to take a dive offer the alternative solution, one of your originals. If it achieves yes, immediately give credit to the marketing team for pushing you to no end.

If it all falls flat, accept responsibility and start asking a lot of questions, get the corner office in on the dialogue. Show your humility in the face of their expertise, work to an insight, listen intently, walk out armed, tell them you’ll be back in 48 hours, ready to deliver a yes.

All client companies have their rules of engagement and most of the time you will be bound by these rules and the culture that defines them.

Work towards a unified C suite presentation with your client team. Ask them about a plan and make it together.  Your clients will appreciate this effort more than you realize. After all, a resounding yes benefits everyone.