Let's Blame it on the Weather

Due to technical difficulties related to the demise of a beloved hard drive that was chock full of Noise, Hum, other Vox features and this author's almost finished book, this month's Vox is a bit late (we apologize) and rather abbreviated (sad to say). If you've submitted an announcement pertaining to your business, it will soon appear. Some very fine minds, including a 16-year-old computer whiz, a Tazo tea shaman and that trumpet player who wears Mickey Mouse ears are working like, well, madmen to retrieve the information. Not exactly sure what happened, but let's blame the weather.

Joel Gunz

Portland Advertising Federation events

Express Learning: Brand Integration
Get insider wisdom from two of media entertainment's biggest voices: Bob Schneider, EVP, Davie Brown Entertainment and Bill Barnett, General Manager of Entertainment Media Works.
When: June 19
More info

PAF's Battle of the Bands
Presented by Comcast Spotlight
Got a guitar? Got a drum? Want to rock off some of that stank attitude for a chance to win notoriety and prizes? Here's the call for entry for all agencies to put together their best house band and perform live in PAF's First Annual Battle of the Bands.This epic battle will be held at the Someday Lounge on Tuesday, June 26. Drum kit will be provided.

To enter or submit questions, send a note to Mike Terry
More info

Internet Strategy Forum Executive Summit
The theme this year is Web 2.0 and Social Media and the keynote speaker is Yahoo!'s Chief Marketing Officer. This event is for senior marketing, IT, and C-level executives, as well as Internet strategists and Internet vendors. Conference attendees will engage with executive speakers from Yahoo!, FedEx, IBM, WebTrends, Intel, Adobe, One Economy Corp. and more, who will share their insights and ideas on the latest Internet strategies, how marketing & IT can work together better, and the real-world benefits of integrating the Internet into overall business strategies.

When: July 19, 2007 / 8:30 AM
Where: Governor Hotel
More info
To register click here and select PAF from the drop down list to register.
Registration Deadline: July 19, 2007
Event Cost: PAF Members No charge / Non-Members: No charge

HR Department

52 Ltd. Hums Theme Song to The Jeffersons
Creative resource company 52 Limited has made some big moves lately. They've moved into bigger offices at 514 NW 11th, Suite 209; they've launched a big, new brand identity and a big, new website at 52ltd.com; and their staff has gotten bigger, too. The new employees are, to wit: Elfe Cimicata and Ashley Findley. Drop by 52's new office, where, if you time it right, you might hear Steve shouting for "Lo-weezie!!"

Front Office

Overland Tests Online Lead Generating Waters for TSSI; Takes Home Web Awards
The Overland Agency has launched a new website for Beaverton-based software firm Test Systems Strategies, Inc. The new website utilizes an interactive platform for customer and sales feedback, and is already generating more leads for its product categories. ... Overland has also won two Best Website awards in the Web Marketing Association's annual Internet Advertising Competition. Their site for fitness company Soloflex won "Best General Interest Microsite/Landing Page," while their work for Ater Wynne law firm won "Best Legal Microsite/Landing Page." ... The agency has also announced the addition of Internet Strategist Kim Humphries to its team. This latest hire signals that the Overland staff has grown by 50 percent in the last six months.

Pacific Security Capital Banks on ID Branding; Agency Adds Four
ID Branding has been selected by commercial real estate firm Pacific Security Capital to rebrand the company, beginning with new identity materials and extending into a retrenchment of its position in the marketplace. ... ID has also added four to its staff, including: Christine Carter, Account Supervisor; Jamie Kaineg, Production Designer; Eva Miller, Information Architect; and Matt Neupert, Account Coordinator. The company expects the expertise of its new team members to add capacity and new creative ideas for its branding services.

Leopold Ketel and Others Breathe Fresh Air into OPB Brand; Raise Glass to Wine Country Development
Putting those pledge drive dollars to work, OPB has tuned into Leopold Ketel and Partners to refresh its look and feel with a new logo and lidentity suite. In addition, the agency worked with creative studio Incubate to create animated video identity elements and Digital One to create a new sound "mark." Another key component of the branding campaign was the creation of three television promotional "spots" to reinforce the "You can't not think" theme, created by filmmaker and director Rob Tyler. LKP has also added Springbrook, a major new hospitality, residential and retail development, to its growing list of Oregon-based clients. Springbrook will encompass 450 acres in northeast Newberg, featuring a luxury inn, restaurant, spa, retail village, and 1,200 homes and town homes. ... Terra Spencer, Chief Operating Officer and senior partner at LKP, has been named one of Portland's top young business executives. Spencer was one of the "40 Under 40" winners in the Portland Business Journal's annual quest to find what Publisher Craig Wessell calls "the most talented and committed young professionals we have in this region." ... LKP has also recently hired Brianne Hyder to serve as a public relations account manager.

Anvil Media Signs Five
The Anvil team continued its strategic relationships with ANG and eROI to land five new search engine marketing clients, including service a host of new clients, including garden tool company circlehoe, business finance firm Cornell Capital Partners, landscape services company Enhancescape and IT news publishers InfoWorld.

Portland Advertising Industry Events

4.18 - pdxMindShare
Join Portland's hip, Web-savvy professionals for an evening of networking and education. Enjoy an extended happy hour food and drink menu.
Where: Masu West, 406 SW 13th Ave.
When: 5:30 p.m. to 7:30 p.m.

4.25-4.26 - eMarketing Summit @ InnoTech
eMarketing Summit will teach both beginning and advanced techniques with best practices from professionals directly involved in the development, execution, marketing, and business of internet marketing.
April 25-26: Oregon Convention Center
Register

Forward07: 2007 AMA Conference
At this year's American Marketing Association conference the theme is "Innovation, Sustainability, Creativity," and you'll be able to meet business leaders who are changing the way business is done.
Where: Portland Armory, 128 NW 11th Ave.
When: May 25, 8:00AM-3:00PM
Cost: Visit website for costs and discounts.
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Art Shows

Meet Blue Mitchell and view the artist's digital imagery during First Thursday in the Pearl District for a wine and cheese reception. All proceeds go directly to the artist.
Where: Filter/Talent, 733 NW Everett
When: May 3rd, 5:00-8:30 PM
Admission: Free

Book launch for author Ashod Simonian's "Real Fun: Polaroids from the Landscape of Indie Music." Recommended by "Spin" magazine, this book features 100 photos of such indie bands as Death Cab for Cutie and the Shins.
Where: Office, 2204 NE Alberta St.
When: April 26, 7-9 p.m.
Admission: Free

New Events Section

The Industry Events section of this blog aims to be a fairly comprehesive, yet idiosyncratic, roundup of events that you could do worse than to scan. (After all, I can only promote events that come across my desk.) The section seems to get a bit longer each month. In the past, I lumped PAF events together with general ad inudstry events. Now, it seems best to separate them for your ease of use.

Design and advertising shops around Portland are increasingly aligning themselves with the arts community, collapsing many of the differences between their disciplines and hosting art events. I'll do my best to give these creative events a good spotlight. You find such happenings in the Industry Events section.

Joel Gunz

PAF Events

PAF Event PAF and OregonLive.com present 2007 Career Jam
This is PAF's annual extravaganza of at least a dozen of Portland's best and brightest advertising professionals speaking on the latest industry trends to the region's talented new professionals. College upperclassmen along with junior ad professionals will benefit from having access to these leaders. Held in conjunction with the AAF District XI conference at the Sheraton/Airport in Portland, there will also be "speed interviews" and portfolio reviews. All students who register online before April 20 will receive an annual student membership as part of their Career Jam registration.
When: April 21
Where: Sheraton Airport
Cost: Level I: $65 per student includes lunch and breaks Saturday only // Level II: $125 per student includes NSAC lunch and breaks for Friday and Career Jam Saturday.

PAF Event Web 2.0 Branding: Boldly Going Where Millions are Right Now
At Second Life, 5+ million members have created a visually sumptuous 3D online world where you can catch a movie, flirt with strangers, and spend, spend, spend. (Users exchanged over $1.5 million yesterday alone.) No wonder they're the poster child du jour for what has been alternatively dubbed "New Media", "Social Media" and "Web 2.0". Leaders of global brands like MGM and Coca Cola are convinced that Web 2.0 is going to change the way people interact with brands -- and they are proving it with their ad budgets. How well do you understand New Media? What are you doing to be a part of it? Catch this PAF event and learn the basics about this new phenomenon. You don't have to be a techno-geek. In fact, you'll walk away able to use tools you already have to take your brand into Web 2.0's new frontier.
When: April 25, 2007; 11:30am
Where: EcoTrust, 721 NW 9th Ave; Portland
Cost: $35 members/ $50 non-members

Front Office

PAF Event TONIGHT! David Altschul, Brand Character Extraordinaire
The California Raisins, Punchy the Hawaiian Punch guy and Juan Valdez have in common? They are all the brainchildren of David Altschul. Meet David. The Man. The cartoon character genius.
Tonight, March 22
6 pm
Kell's Irish Pub
Register

Bailey/Franklin Makes a Splash with Local Spa.
Longtime Portland ad agency Bailey/Franklin has completed a series of projects for Emerge Medical Spas. Their services include a marketing strategy to enhance the customer experience, website design and programming, advertising print collateral for marketing and events,and other campaign elements.

Sockeye Creative Rebrands the All-Grown-Up MacTarnahan's Brewing
Those microbreweries grow up so fast these days. Now that it is legally allowed to drink itself, 21-year-old MacTarnahan's Amber Ale sports a redesigned label and new packaging designed by Portland's Sockeye Creative, the agency of record for MacTarnahan's Brewing.

Gilchrist & Associates Launches Event Company
Portland marketing communications firm Gilchrist & Associates has launched a new venture: Bonnie Gilchrist Events. The new firm's clients include Portland Female Executives, Entrepreneurs Foundation of the Northwest and Chockstone. Gilchrist & Associates Marketing Communications continues to serve its clients with an array of marketing services.

Grady Britton Among Top Places to Work, Wins National Award
Grady Britton has been named one of the "100 Best Companies to Work for in Oregon" by Oregon Business magazine. In an industry awash with awards, some are perceived as having more value than others. Agency President and CEO Frank Grady feels that Oregon Business award "one of the most meaningful awards Grady Britton has ever received." The agency ranked eighth on the Top 50 Small Companies list. Former employees were unavailable for comment…. Grady Britton also received recognition in this year's Service Industry Advertising Awards. They agency received a Gold Award in the "Total Advertising Campaign" category for its rebranding of Vancouver-based First Independent Bank.

AMA MAX Awards Honor Pop Art
Pop Art celebrated being a finalist at the AMA MAX Awards for their work designing 24 web sites in 30 weeks for Freightliner Market Development Corporation's SelecTrucks Center Sites project. This event, held Feb 22 at the Portland Art Museum, honored the best and most innovative marketing campaigns in Portland.

Leopold Ketel Creates New Branding Campaign for OPB; Scores at AMA MAX Awards
Leopold Ketel & Partners has created a major branding campaign for client Oregon Public Broadcasting. The campaign, which launched throughout Oregon and Southwest Washington in mid-February, included a new logo, brand book, membership guide, publicity, OPB television promo spots, OPB online, outdoor advertising, and a distinctive sound "mark." Further, the agency's North America publicity campaign to introduce the BIC Yakka Kayak won the top public relations award at the AMA MAX awards. LKP was also a finalist in the integrated campaign division for its work on the Oregon Coast Aquarium's "CLAWS!" campaign.

Anvil Pulls Hat Trick
With a primary focus on servicing new and current clients, Anvil made room for three new clients this month, including social media art community Art Face Off, the Convention & Visitors Association of Lane County Oregon and consumer electronics portal Retrevo.

Blogs I'm Reading

Web 2.0 Prep Assignment
The new look of the web is populated by 3D animation, virtual worlds and avatars who all have perfect figures and are aged 30. Before you head out to the PAF Web 2.0 event, check out Second Life and prepare yourself for a new online addiction.

Joel Gunz

Portland Advertising Industry Events

4.25-4.26 - eMarketing Summit @ InnoTech
eMarketing Summit will teach both beginning and advanced techniques with best practices from professionals directly involved in the development, execution, marketing, and business of internet marketing.
April 25-26: Oregon Convention Center
Register

Youth Marketing Flame War!

by
Jerry Ketel, Creative Director, Leopold Ketel & Partners
Joel Gunz, Copywriter/Creative Consultant, Gunz Communications

In a recent issue of Vox, I wrote an Editor's Letter objecting to the FTC's plan to audit major food companies' youth marketing strategies with the intention of further regulating them. I stated that "public opinion is already doing what the government hopes to do," and that such actions may even be a waste of taxpayers' money. Jerry Ketel, Principal and Creative Director of Leopold Ketel and Partners, disagrees. What follows is an edited version of our email exchange. As a bonus, it contains a novel strategy to obtaining a job interview.

Joel,
The FTC should absolutely require food companies to disclose the marketing activities directed to youths. In fact, I have a hard time understanding why you are defending this industry practice without any public oversight. Obesity is the number one health problem in children today. Everywhere I go, I see chubby children snacking on fast fried food or sipping corn syrup fizz. It's no secret that marketers spend billions of dollars hustling packaged food directly to children -- precisely the audience who has the least willpower to resist such ubiquitous arm twisting.

According to the Rudd Center for Food Policy and Obesity at Yale, businesses spent $15 billion marketing products to children in 2004 and were rewarded with $200 billion in sales. The overwhelming majority is for sugary breakfast cereals, fast food, soft drinks, snacks, and candy and gum.

This alone should be enough to have the voting public protesting in the streets. And yet, you seem to be more worried about the cost of a bag of chips. Who is more important here, the profits of multinational corporations or our children?

The US food industry wields enormous influence in this country. In the book, "The Politics of Food", author Marion Nestle chronicles the behind the scenes pressure this special interest group brandishes in Washington….

This is not an industry that needs to be shielded from the scrutiny of the public interest. If anything, its power and influence need to be subjected to the spotlight, especially if it means protecting the safety and well being of our children. If this means shelling out an extra 1/10 of a cent for a bottle of Coke, I'll gladly pay it.

--Jerry


Dear Jerry,
In 2004, the federally funded Children's Advertising Review Unit -- an arm of the Better Business Bureau -- http://www.caru.org/guidelines/index.asp published a set of principles by which marketers should regulate themselves in relation to their youth-targeted strategies. Its seventh point states: "Although many influences affect a child's personal and social development, it remains the prime responsibility of the parents to provide guidance for children. Advertisers should contribute to this parent-child relationship in a constructive manner." (Italics mine.)

Jerry, kids are more aware of their power of choice than ever. According to a recent Harris Interactive survey, kids are increasingly skeptical about what companies tell them. In fact, less than one kid in 10 between the ages of eight and 18 believes that marketers tell them the truth, and more than half (57%) say they "often notice tricks companies use to get them to buy something." These facts are overturning the assumption that youths are innocent dupes who need federal protection from "arm-twisting" marketers.

The same principles of free market economics that enable Burger King to tout Whoppers to tweens also do a very good job of keeping those large corporations from perpetually overreaching. For instance, in their quest for elusive funding, during the 1990s, schools began responding to the marketing overtures of Coca Cola and Pepsi. Then came the public outcry against this scheme. In response, the Federal government took action with a wellness program curtailing the sales of junk food during school hours. The Beaverton School District is taking the lead in implementing these new laws. I cite this as an example of how democracy should work: The public spoke out. The government responded -- and took action to manage its own public school system.

Junk food has been around for a long time. And thanks to a deluge of news articles, books and documentaries, awareness of its ill effects has never been higher. And the market has responded. Just a few weeks ago, McDonald's joined nine major food and drink companies in vowing to promote more healthy foods and exercise in their child-oriented advertising. Last year, Kraft Foods said it would curb ads to young children for snack foods including Oreos and Kool-Aid. The food industry is correcting itself – and the government hasn't had to lift a finger or a tax dollar.

In this context, Jerry, the FTC's inquisition-like tactics appear superfluous and even draconian!

I don't believe in shielding industry from public scrutiny. From Enron to Kraft Foods, there are too many cases of abuse. And the enormous influence large corporations exert on government goes without saying. However, Tony the Tiger's influence on your family or mine cannot be regulated by even the most stringent laws. That part is up to us as parents. When I see an obese kid sitting on his butt with one hand in a bag of potato chips and the other twiddling an xBox controller, I don't ask, "Where is Uncle Sam?" I ask, "Where are Mom and Dad?"

Cheers,
Joel

Joel,
This is starting to sound like a classic debate between a New Age Libertarian and a New York Liberal. But before we digress into such a spectacle, I have chosen to dig a little deeper into the nature of the FTC request. Here's what I found. According to the independent NewsTarget, the FTC plans to ask only 50 major companies to report on their advertising and marketing practices directed to children. But what is interesting is this quote, "The information will be exempt from the Freedom of Information act, the FTC said, and all collected information will be kept confidential and will not identify specific company data on the report."

Joel, this FTC "regulation" is merely a one time effort to garner information from the food industry to access just how far 50 companies are marketing to children. It seems far less draconian than you presented in your editorial.

And now for the spectacle. Joel, you are a knee jerk, numb nuts, advertising whore who is defending our industry's worst practice, marketing to minors. Sure, everybody's doing it but I have to draw the line when it comes to pushing cigarettes, booze or unhealthy food on our children. It is wrong. Period. To ask how some of these companies are marketing to children should be part of an ongoing effort to educate parents and children on the dangers of unhealthy food. This is why the government exists, to provide social services that would not occur in the anarchy of the marketplace. To ask companies to police themselves, as you have suggested is like asking the wolves not to eat the sheep. It ain't gonna happen. And sure, kids are wary of being advertised to but they are also just as easy to be persuaded. You have kids! You know this! Tell me that your kids have never persuaded you to do something outside of your normal parental boundaries, like stopping at the McDonalds or buying Fruity Pebbles! It has happened, it does happen and guess what, we are just now realizing that we are creating a nation of unhealthy kids who will turn into a nation of unhealthy adults. The public is waking up to this realization and is creating a sea change, Joel. Wake up and smell the double tall, no whip, decaf with a splash of vanilla latte.

Regards,
Jerry

Hey Jerry -
I get the whole monster in the boardroom dilemma. Got it. Nevertheless, I invite you to join me in seeing the BIG PICTURE. Here's where I stand. Others (i.e. not us) have polluted this debate with ideological dogmatism on BOTH sides of the aisle. This climate of discourse has infected not only youth marketing, but also US Politics, the Israeli-Arab conflict and beyond. Such intellectual colonialism hinders efforts to make progress in any of these issues.

On another note, I'm not sure how you feel about bringing pro-business libertarians working into your agency, but what do you think of meeting one of these days? I've got a new portfolio. Want to see it?

Jg

Joel,
At the end of the day it all comes down to this. Being an advertising man, I feel I must hold our industry to the highest standards. There are far too many barbarians that would storm the gates of ethical standards in the name of shareholder profits. Therefore, I believe we must, as citizens, ask for accountability and oversight of public and private institutions who hold sway in our society. We, the advertising industry must ask ourselves to be watchdogs for the greater good. I believe in the notion of caveat emptor, let the buyer beware. But there is an even greater notion our society has been built on, e pluribus unum, from many, one.

Let me know when you want to come over. I'm pretty open next week.

JK

HR Department

Kim, Stoebner, Maletz and Reynolds Line Up for LKP Hiring Squad; Spencer and Morrison Catapulted Upward
Leopold Ketel & Partners recently added four new staff members. Creative Services Manager Sue Kim comes to LKP from Goodby, Silverstein in San Francisco, where she worked on such accounts as "Got Milk?" Saturn automobiles and Comcast. Sarah Stoebner, Accounting Manager, arrived at LKP after stints with Wieden + Kennedy and Nerve. Prior to joining Wieden + Kennedy, she served as assistant director of human resources for the Ritz-Carlton Hotel property in Aspen, Colorado. The agency has also enhanced its design team with the addition of Production Artists Emily Maletz and Kevin Reynolds. Maletz hails from New Jersey and is a seasoned designer and production artist whose portfolio includes work for OMSI, Inspiration Software and PPI Exhibit Designs. Reynolds, originally from Seattle, earned a fine arts degree from the School of the Art Institute in Chicago, where he worked for the Shedd Aquarium. In Portland he's handled numerous freelance positions, including a long-term assignment with LKP…. In addition, LKP has promoted Terra Spencer to Chief Operating Officer. Spencer, a senior partner, has been with LKP since 1996 and has helped implement the agency's business procedures while working as an account director for a number of the agency's leading clients. www.leoketel.com. The agency has also promoted LKP partner Rob Morrison to director of strategic planning. Morrison joined the firm in 2002 and was formerly an Account Director, managing a number of the agency's most prominent accounts. In his new role, he will provide strategic marketing direction for all clients.

eROI Hires Three
eROI is on a hot streak with adding new talent to its roster. Garrett Gonzales, a Kettle Chip snacker, joins eROI as a senior designer. Christine Baker, an Active.com kind of gal, is Support Manager. And Chris Masagatani, apparel and branding guy, is an Account Executive. Together, they are eROI's new stars for WearShortShorts.com.

Insightful Ad News Analysis

If you're looking for a good old timey flame war, be sure to catch this month's Featured Article section, where Jerry Ketel and I shed our gloves and come out swinging over the merits of youth marketing. Today it's Vox, tomorrow -- the Octagon!

Not long ago, internal marketing was as sophisticated as a fistful of balloons and a sheet cake. Now, however, companies lavish about as much attention on selling to their employees as they do selling to their customers. The reasons for that are obvious: employee loyalty is at its lowest ebb since, oh, 1776, and more professionals are choosing their workplace based on lifestyle preferences -- even if it means taking a pay cut. Workers need clear reminders that flourishing at their current job is a good choice. Creative internal marketing campaigns can help -- and you may be called upon to create one.

But here's the rub. Familiarity breeds contempt. And no one knows a company as well as the people who work there. What's more, workplace cynicism is the posture du jour. For those reasons, an internal marketing campaign can't be just a splashy cry to "rally 'round the flag, boys" -- it must come from as considered and sincere a place as (hopefully) the rest of the company's brand strategy. If an internal campaign overpromises the merits of the company, employees will go on their coffee break to laugh -- and update their resume. Ad agencies have a little homework to do. The day could come when your success is measured by your clients' employee turnover.

BTW -- The cool programs and events at PAF are supported by members just like you. This month, a big thank you also goes out to OregonLive.com for sponsoring the Career Jam. Be sure to show your support by checking out their job bank.

Cheers,

Joel Gunz

Blogs I'm Reading

Interactive/brand agency Substance's blog honors such traits as courage over complacency and adventure over convention. Agencies have been beating that drum for decades. What separates Substance is its authors' impulse to zig where other blogs zag. Recent posts include attempts to define the taxonomy of ad blogs, a description of the uses of pineapple as a welcoming agent and an invitation to shake hands with other blog devotees in a real live coffeehouse. A drop-in to this blog may be just what you need to get those creativity wheels turning.

Joel Gunz

HR Department

Leopold Ketel & Partners Adds Four
After an exhaustive search and a screening process that included FBI background checks, phone calls to previous lovers and a careful study of the applicants' MySpace pages, Leopold Ketel & Partners has hired four new employees. Wes Youssi has joined Leopold Ketel & Partners as an art director. A native of Chicago, Youssi's design experience includes stints with The DesignWorks Group in Bend, Ore., adidas North America, and freelance design work for such national brands as Nike, Digital Kitchen, Intel, Bud Light and Sims Snowboards. Youssi holds a master's degree in fine arts in design from the Cranbrook Academy of Art in Broomfield Hills, Mich. Molly Mall has joined LKP as its new director of media services. A native of Texas, Mall comes to LKP from the Loomis Agency in Dallas where she was associate media director. Previously, she worked as media planning manager for Cadbury Schweppes America's Beverages, which handles Dr. Pepper, 7 Up, Sunkist and Diet Rite. Mall is a graduate of the University of Texas, Arlington. Kate Hansen, account director, comes to LKP after a seven-year tenure at Publicis and Hal Riney in San Francisco. There she managed many aspects of the Sprint account, including business-to-business, consumer wireless, and the Sprint Local Division. She also managed the Jamba Juice account. A native of Perth, Australia, Hansen holds a B.A. in communications from the University of California, Santa Barbara. Christine Bradbury, account director, joins LKP from Bridgeport Brewing Company in Portland, where she served as assistant marketing manager. At LKP she will manage the Hood River Distillers account and its diverse brand portfolio, including Pendleton Whisky, Cockspur Rum, Broker's London Dry Gin, and Yazi Ginger Vodka. She is an Oregon State University alumna, with a degree in political science.

New Employees Find Home at Pop Art
Pop Art rang in 2007 by hiring several new employees. Copy Editor Thom Schoenborn, Junior Designer Christina Gonzalez, Project Manager Patricia Krueger, Senior Interactive Designer Stephen Braitsch, and Executive Assistant Alexia Rudolph. Collectively, these new Pop Art team members bring with them years of experience to enhance Pop Art's current online service offerings.

Two Join Asterix Group
Creative branding agency Asterix Group announces the addition of Edgar Arce as director of client services and consumer segments. In his 14-year career with Nike, Arce held a variety of pivotal positions, including director of multicultural business for Nike USA. Also joining the Asterix team is graphic designer Ilona Berry. Berry has more than five years of concepting, production and graphic design experience with a specialized background in digital art and fine arts. Prior to joining Asterix, Berry was the co-founder of Big Whistle Studios, a graphic design and multimedia firm. In her role as a consultant, Berry provided graphic design services for a range of clients including Studio 3, Direct Marketing Solutions and Pizzi Thompson Photography. Asterix Group also announced that co-founder Kate Bednarski recently left the agency to take a position as the vice president of marketing for Olivia.

Front Office

PAF Event Extremely Happy Hour
Presented by OregonLive.com
Check out the latest in creative facial hair and drinks with muddled herbs in them while swapping business cards with ad dudes and dudettes from around Portland.
Someday Lounge, 125 NW 5th Ave.
February 15 (That's tomorrow!)
5:15 - 7:30 pm

Landau and Lowe-Rogstad Found Substance
A new creative experience and digital brand strategy studio has hit the shelves of Portland's advertising community. Substance, founded by PAF board member Stephen Landau and David Lowe-Rogstad, aims to create opportunities for people to interact with brands and each other through websites, CD and kiosk interfaces, mobile devices and guidance of user-generated content. During their combined 20+ years of experience, Landau and Lowe-Rogstad have produced creative work for clients including Nike, Travel Oregon, Levi's, Outrigger Hotels & Resorts and Williams-Sonoma.

Magneto Creates the Ultimate Brand Identity
Magneto Brand Advertising has recently developed the name and brand identity for Portland's newest home show, The Ultimate Open House, New Home Tour. Identity development included the logo, stationery system and sales kit. In addition to the brand identity, Magneto is also creating an integrated campaign launching this spring.

MKTX Completes Sundeleaf Painting Website Redesign, Launches Sales Support Program
MKTX, Inc., a full-service marketing communications firm, has completed the redesign of the website for residential and commercial painting businesses Sundeleaf Painting. MKTX has also been hired to organize and help implement a sales support program, including a direct mail campaign to celebrate Sundeleaf Painting's 76th anniversary. In the past year, MKTX developed and implemented the design for a promotional calendar as well as gift card incentives for prospective Sundeleaf Painting clients.

Limbo Lands Three PGA Spots
Film production company Limbo Films saw three TV spots that it produced for the 2007 Professional Golf Association's (PGA's) Champions Tour go live on February 1. The three spots, titled "Rookies," "Rivalries" and "3 Day Weekend," will be aired nationally, featuring TV series "Scrubs" star John C. McGinley. Austin, Texas-based advertising agency GSD&M coordinated the production.

Leopold Ketel Bottle Design Featured in BRANDPackaging Annual
Hood River Distillers' Yazi Ginger Vodka continues to win awards for Portland marketing agency, Leopold Ketel & Partners. Most recently, it was announced that the Yazi Ginger Vodka bottle would be included in the fourth edition of BRANDPackaging's Design Gallery honoring the year's most innovative brand packaging. The Yazi bottle was designed by Andrew Reed, LKP's creative director of design and previously won a gold medal from the San Francisco World Spirits Competition and an Award of Excellence in package design from the Portland Advertising Federation.

Food Chain Video for Best Buy Runs Nationally
Food Chain Films' Internet banner advertisement for Best Buy was live now through the Super Bowl on Web sites throughout the United States. The spot, directed by Brent Carpenter, and produced for client Avenue A/Razorfish, focusses on how High Definition Television (HDTV) brings football to life for the viewer.

Anvil Awards Finalists, Reels in New Clients
Search engine marketing firm Anvil Media has landed a finalist position with the AMA MAX Awards for Best ROI Campaign for its collaboration with Summit Projects on work for SmartWool. Anvil also brought in 12 new clients in January, including Boule (via partnership with 28 Burnside), CarToys, Diamond International, Gleukos, Electron Energy, Inologic (via partnership with Laird Communication), LRG Capital, Outdora, prAna (via partnership with Summit Projects), SpeedMatters.org (via partnership with Blue State Digital), The Carlson Group (via partnership with HMH).

eROI Launches Cycle Oregon + Lands New Clients
Last night, eROI helped Cycle Oregon launch its most successful first 12 hours of online event registration for its 2007 main ride event. eROI also launched new adver-games, websites, blogs, and email campaigns for clients like Travelocity, Email Experience Council, Rafting America, Chockstone, photographer Jan Sonnenmair, Papa Murphy's, Modern Luxury (magazine), and Pearl Insider.

Insightful Ad News Analysis

The Portland International Film Festival and its onomatopoeic acronym -- PIFF -- kicked off last weekend, and if you're looking to open your mind, steal a few ideas or score with the graphic designer down the hall, you likely already have a pair of tickets. And with the Broadway Metroplex getting in on the action, now's the time to catch a movie at Regal Cinemas that doesn't feature overpaid, overhyped Hollywood schmoozers. Nourishing your creativity should be like kissing your significant other: both a pleasure and a duty. And PIFF is a great place to pay those dues. For more ideas, check out "Blog of the Month."

PAF Board Member Scott Huber will soon be leaving the building -- and the country. He's taken a position in Amsterdam. Thanks, Scott for all your hard work around here, and best luck in the city of tulips, canals and dimly lit teahouses!

Joel Gunz

HR Department

Oliver Russell Hires New Account Director
Brand marketing agency Oliver Russell has hired Mike Caplan as account director for the agency's Hewlett-Packard account. Caplan joins Oliver Russell from Portland-based marketing communications firm CMD. He has extensive experience in direct mail marketing, testing, and web analytics with past clients such as Cisco, Red Hat, and Dell. Caplan hails originally from Boston, Massachusetts.

Magneto Promotes Casey
Magneto Brand Advertising has promoted Shannon Casey to Account Executive. Shannon will be responsible for developing and maintaining client relationships while managing a variety of projects for clients, including Western Rivers Conservancy. She will report to Mike Terry, Account Director, and assist him in his role of new business development and account management.

Hallock Modey Announces Departure of Barbara Modey; Firm Rechristened Hallock Agency
Jacklyn L. (Jackie) Hallock, president and creative director of 38-year-old agency Hallock Modey Advertising and Public Relations, has announced the resignation of Barbara Modey, principal and director of client services, effective Jan. 20. Family circumstances have prompted Modey to relocate to Seattle, where she will join marketing agency Purdie Rogers. Upon Modey's departure, the firm will do business as Hallock Agency Advertising and Public Relations, with Public Relations Co-Director Nancy Puglia and Design Director Kathryn Wright serving in the client services capacity as the agency restructures. Says Hallock, "I want to thank Barb for her vision, service and friendship. We wish her and her family the very best."

Front Office

PAF Event Why Agencies and Brands Require Interactive
OgilvyInteractive Partners Paul Beck and Jeanniey Mullen, based in New York, discuss how Ogilvy got into the interactive online creative business. (See Blog of the Month). Paul and Jeanniey will share their experiences at Ogilvy as well as at the smaller agencies and technology companies that they led. They will provide a framework of how Ogilvy is structured and all of the different marketing channels where Ogilvy helps its clients. Paul and Jeanniey are dynamic and engaging speakers who speak often around the country on the newest trends in Interactive Marketing.
Date: January 19
Time: 11:30 a.m. to 1:00 p.m.
Place: Kell's Irish Pub (112 SW 2nd Ave.)
Cost: $45 non-members

PAF Event Express Learning Series: The Experience Advertising Project: A hands-on demonstration of Handshake Marketing)
Some call it Event Marketing. Others call it Experiential Marketing. Katja Asaro of Henry V and Jerry Ketel of Leopold Ketel & Partners prefer to use the term Handshake Marketing to describe the kind of marketing experiences that encourage customers to make a one-on-one connection with a product or service. During this active participation class you will learn what makes a successful Handshake Marketing experience, see examples of successful campaigns and then spend class time brainstorming event ideas to present to actual clients near the end of the session. (And the winning team will be awarded prizes!)
Don't miss this first ever event for the PAF.
Date: January 31, 2006
Time: 11am-1:30pm
Place: EcoTrust, 721 NW 9th Avenue
Cost: TBA

PAF Event PARC & PAF Present: Mind Your X's & Y's:
Satisfying the 10 Cravings of a New Generation of Consumers.
Lisa Johnson knows what the "Connected Generation" craves. Gen X and Y are 62.1 million strong with a worldview attitude that is radically restructuring the way we live and behave in the market. She knows what you want, too: insight, strategies and wisdom about how best to reach these affluent and often elusive consumers. The CEO and co-founder of marketing consulting firm The Reach Group, Johnson is the author of the groundbreaking new book, Mind Your X's and Y's, co-author of Don't Think Pink: What Really Makes Women Buy and How to Increase Your Share of the Crucial Market (Amacom, 2004) and has been featured in The New York Times, American Demographics and NPR's Marketplace. Don't Think Pink was chosen by SoundView Executive Book Summaries as one of the best marketing books of all time. She has worked with companies as diverse as Kohler, Intel, Motorola, Mercedes, Starbucks and Barnes & Noble. Johnson is a sought-after speaker and authority on marketing to Gen X and Y. And now she'll be talking to you at this Portland Area Radio Council (PARC)/PAF event. Admission includes pre-event networking and browsing around at the OMSI exhibit "Amazon Voyage: Vicious Fishes and Other Riches"two great events for the price of one. Be here and find out what Gen X and Y'ers wantand how to deliver it to them. This evening will be heavily attended, so make your reservations now.
Date: Thursday, February 8, 2007
Time: 6-7pm Networking / 7-8:30 Program and Q&A
Place: OMSI (plenty of free parking): network in Amazon Voyage; presentation in Auditorium.
Cost: $40 until February 1; $50 after February 2

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ID Branding Retools SAIF Image
Design team reports drop in paper cuts, coffee burns and other on-the-job injuries
A new logo has employees at workers' compensation company SAIF Corporation tripping over themselves to congratulate the ID design team. The client also reported spinal injuries from back slaps and muscle strain resulting from leaps for joy. Meanwhile, ID's designers have noted a drop in stress and a general feeling of at-one-ness with the the world. SAIF has unveiled the first phase of a long-term initiative designed by ID Branding to align the company's internal culture with its communication to external audiences. A new logo, updated visual identity and revamped Web site are key to the re-branding effort, the first in more than 30 years.The logo awaits OSHA approval.

Overland Agency Mushrooms by 50%; Boosts Client & Staff
In the last four months, Overland has created several new agency roles and promoted existing staff, growing by nearly 50%. The agency recently formed a strategic marketing partnership with real estate firm The Hasson Company to for a major website relaunch set to take place in Spring, 2007. Senior Project Manager Maia Engel has been recruited to guide creative, technical, and account teams through project schedules. Prior to joining Overland, Engel was Senior Interactive Producer at ID Branding. She also worked in interactive project management at IKON and Intel. Julie Byun-Reinhardt has been promoted to VP of Operations. On staff since November 2005, Byun-Reinhardt was formerly Overland's Internal Project Manager, overseeing internal initiatives and managing daily workflow before moving into a director role in July 2006.

Anvil Media Adds a Few
Search engine marketing firm Anvil Media spent December handling a few extracurricular activities and managed to lock in a few new clients along the way. Anvil is partnering with Cube Management and ANG to provide SEM services to AllMed and Perfect Places respectively. Cira Creative and Intermec have come along for the ride as well.

eROI Delivers 61% Annual Sales Growth; Adds to Client & Staff
E-marketing firm eROI partnered with Mandala Agency to assist a new shoe client Terrasoles to get off on the right foot with a website launch before the Annual Outdoor Retailer Show in January. Another agency partner Publicis came to eROI near Christmas Eve asking for "Santa eROI" to deliver the wares and stuff one of their major client's stockings. eROI had a productive month bringing in email clients like Nike, Digimarc, Rafting America, Extensis, Montinore Vineyards, and web clients like Annie's Natural Foods.

Blogs I'm Reading

As VP for Interactive Marketing with Ogilvy Public Relations Worldwide, Rohit Bhargava is a big idea guy whose blog is generous with information. Some posts are a bit off the wall, as in "10 Spots Where We Need More Advertising" (think: Chinese takeout boxes and airline seat backs), yet they are always tightly written and thought-provoking. "7 Tips on Pitching Bloggers" (#7: Don't throw away the traditional media relations playbook) could even be a cry for help.

Joel Gunz