August 13, 2010
8pm-12 am
Southside on Lamar, Dallas, TX

The Take Off is a benefit concert and official launch of a city-wide campaign to increase support for the Globe Aware Youth Scholarship Fund. The Globe Aware Youth Scholarship Fund allows Dallas teens the opportunity to see the world and change it by volunteering abroad. It is a testament to Dallas’ rise as a global city and a commitment to building the next generation of global citizens.

Event details:

• Check in at the South Side on Lamar entrance on S. Lamar St. and Belleview St.
• $5 entry fee pays for admission to the concert, as well as hors d’oeuvres provided by Cedars Social. 100% of proceeds benefit the Globe Aware Youth Scholarship Fund.
• Cash bar will be provided, credit cards will not be accepted.
• Donations will be accepted throughout the night
• Complimentary Valet available

Upon reading chapter 12 of Hey Whipple, Squeeze This, I felt the same enthusiasm that I had with all the previous chapters. Not having a full grasp of what the chapter was about from the title ‘A Good Book or a Crowbar’ I read the subtitle and illustration that opens the chapter. A new rush of excitement and vigor swept over me as I realized that this chapter explained how a portfolio is the deadliest weapon in a creative’s arsenal when it comes to the battle of finding a job. This chapter gives detailed advice on how to sharpen that weapon. Luke Sullivan, the craftsman of this eloquent piece of literature, definitely hit home with this chapter for me, being a young creative in the process of putting together my first book. Over the past few weeks our creative department has been to various portfolio building workshops, and have received a good deal of advice from established professionals so I also wanted to see if Sullivan’s advice was in sync with the advice that I have been receiving. Not only did the information coincide, but it went further into detail of each point of advice including a nice quip here and there for the readers’ amusement.

My favorite piece of advice was “Spend time making the concept great, not the execution”. Explaining that a great concept with less than perfect execution can still be moving, however a great execution with a less than sturdy concept will not hold up. He goes on to demonstrate such by drawing a classic Nike ad with his left hand to show poor execution. The concept and message still came across vividly, and indeed demonstrated that execution must be build on a solid concept.

Sullivan does an excellent job of giving you information, explaining the information given, and providing facts and images to reinforce his explanation. Using this chapter as a reference in conjunction with the advice I have been receiving throughout this boot camp, I have no doubt that my book will be a killer.

Chapter 8 of Hey Whipple, Squeeze This gives us the blueprint for pushing our ideas to the limit, then pushing it a little more.

Author Luke Sullivan encourages us to imagine a world without TV or print in order to truly think creatively. He lists several techniques to get to that unique, powerful idea. One technique is to map out a day in the life of your target consumer. This allows the message seem more like information or entertainment, rather than an ad.

This campaign from Starbucks is a perfect example. A typical Starbucks consumer is probably in a rush and often forgets their coffee on the roof of their car. Not only does this resonate, but it’s pretty cool.

If you can get a consumer talking about your brand, you’ve done your job. Making your idea into an event is another way to make your idea memorable. Diesel could’ve produced a sexy, sleek magazine ad touting a new underwear line, instead they robbed a clothing store and took a hostage.

Traditional ads are literally a dime a dozen. Consumers are bombarded with (insert overwhelming statistic here) so many messages and are in need of insightful ideas that appeal to their lives and not their wallets. It’s our responsibility as communicators to deliver.

-Kevin Green

This post is a part of a weekly series where members of MetaTHINQ share their thoughts on reading assignments given to them as a part of their boot camp curriculum.

“Where do I want to take my brand?” Daryl Travis, author of Emotional Branding speaks about how defining the purpose of a brand can shape the relationships it has with employees and consumers.

Last Friday we had the opportunity to visit MOROCH Partners. During our visit we saw the importance of branding. The office was littered with Moroch-branded black t-shirts that read “Your Brand Wins.” The shirts created a mindset and culture within the agency that was evident from the time we entered the doors.

Mission statements can be an act in futility, oftentimes as entertaining as a 10-hour meeting, but a strong mission statement is necessary to any successful brand. Google does a great job of everything, but in particular the way their mission statement is woven into every aspect of their brand.

Brands must continue to reinforce their purpose to both employees and consumers. This keeps a brand from veering away from its true business.

The process of branding our own agency was a challenging one. During the many conference calls, meetings and brainstorms we developed our identity and mission statement. Defining our purpose has greatly improved the way our agency functions.

-Jordan Prince and Kevin Green

This post is a part of a weekly series where members of MetaTHINQ share their thoughts on reading assignments given to them as a part of their boot camp curriculum.

Our last post laid the foundation of the creative process, specifically how to generate good ideas. When those ideas are complete you have to win over the client. Ch. 10 and 11 of Hey Whipple, Squeeze This warn us about the types of clients that we will inevitably encounter during our careers.

Author Luke Sullivan begins by showing the many faces of a difficult client.  One of the clients is described as a machine…”The Koncept Krusher 2000”.  Dealing with clients like this you have to thicken your skin.  This particular “Krusher” had an internal research team that it would send all the creative concepts to.  They had a strategic research methodology in place and if it didn’t meet the “Andrea Test”, it didn’t make it through to production.  Soon there were tons of concepts that were going through this research team.  They were all being spat back to the creative team in the form of rejection. There is a strong need to address this type of client, and preparing yourself for what seems to be the inevitable.

Sullivan also describes how ideas will be plucked, twisted and contorted into something unrecognizable if it survives at all. He explains presenting to a less than receptive client from the creative point of view.  He leaves us with a blueprint on how to present your ideas in a way that makes it hard for the client to dissect your work.

Ultimately advertising is a service business. The work that consumers see will be what the clients want them to see. Creatives need to be flexible.   We must have an ability to defend our work, while often accepting the death of our ideas.

This post is a part of a weekly series where members of MetaTHINQ share their thoughts on reading assignments given to them as a part of their boot camp curriculum.

- Kevin Green, Herbert Smith and Miller Caton

DALLAS – June 22, 2010 – Employees of TracyLocke, an integrated marketing agency in Dallas, gathered in one of their large conference rooms for an introduction to the newest group of participants in the Marcus Graham Project (MGP) iCR8 summer boot camp and future leaders in the field of advertising. The highly anticipated iCR8 boot camp is one of several programs under the MGP umbrella. In its second year, the boot camp promotes diversity and inclusion by giving aspirants in the field of advertising and marketing the exposure and experience necessary to solidify careers within the industry.

“It is amazing what this group has already accomplished. Prior to the start of the program, I challenged the 11 participants who have traveled from around the country to connect with one another and establish the framework of a real-world advertising agency,” said Lincoln Stephens, MGP founder. “This agency will be staffed by the group throughout the 10-week program. Combining the visual graphics of video and the new-age presentation formatting of Prezi.com, they revealed their six-week virtual project with the announcement of their agency brand, MetaTHINQ.”

MGP is a Dallas-based non-profit organization, concentrated on developing the next generation of diverse thought leadership within the advertising, marketing, and media industry. MetaTHINQ will function as an extension of MGP and operate as a full service advertising and marketing agency. Created for learning anddesigned to provide real world solutions for its clients, MetaTHINQ’s mission is to evoke the thoughts of progressive, diverse, and viral consumers through their approach to research and intimate knowledge of social media. What makes the ad agency unique is the collaboration of the research and creative teams that draw connections to the consumer market through social media.

“We devote a lot of time and energy into the research by going into communities and markets that are overlooked and many times disregarded.” said Chike Onuorah, the team’s engagement strategist. MetaTHINQ functions as an extension of MGP.

“It takes a village to raise a child,” is an adage that yields true for the MetaTHINQ team as it has secured a village of sponsors to support their efforts. Sponsors include: TracyLocke, Wieden & Kennedy, MDC Partners, American Association of Advertising Agencies, Butter, Shine Stern and Partners, Interpublic Group, Sanders/Wingo, The Buchanan Group, The Richards Group, South Side on Lamar, Jon Genius and Demond Meek Photography. One of the boot camp program’s key supporters includes its client AT&T, Inc. The MetaTHINQ team’s assignment from AT&T includes a national research study to better understand technology usage, the importance of connectivity and existing barriers to using technology in diverse communities across the U.S. The results of this research study will be shared with other industry professionals and communities, and be used as a resource to better understand technology usage across the country.

Another primary client of the MetaTHINQ team is GlobeAware, a non-profit organization that promotes cultural awareness and sustainability by implementing community projects in international host communities. The team will create an awareness campaign centered on mainstreaming international service experiences for youth, through a recently created scholarship program.

On Friday, June 11MetaTHINQ and MGP officially kicked off the iCR8 boot camp with a celebration entitled “The Lemonade Stand” – a social mixer hosted at MGP headquarters in the South Side on Lamar building. The mixer which will be held each Friday throughout the summer is catered to advertising and media professionals in the local Dallas area, with the purpose of developing a network connection for the boot camp team members, as well as supporters of MGP and its mission. The event takes place from 3:00pm to 8:00pm with light refreshments and food compliments of Texas Caribbean Foods.

For more information on MetaTHINQ and to keep up with the team’s progress, please log onto www.MetaTHINQ.com. There you will find team member bios, weekly blog posts, photos, and a webisode series titled “Man Behind the Brand.” The webisodes are meant to highlight many of the professionals who have volunteered their time to mentor and develop the young men who are MetaTHINQ.

For additional information Contact:
Lincoln Stephens, Program Director
The Marcus Graham Project
C.  972.897.9985

Lincoln@marcusgrahamproject.org
www.marcusgrahamproject.org

About Us:

Marcus Graham Project
The Marcus Graham Project is a national network of diverse professionals that have purposed themselves in developing the next generation of though leadership within the advertising, media and marketing industry.

Our mission is to identify, expose, mentor, and train ethnically diverse men between the ages of 16 and 34 in all aspects of the media industry, including advertising, entertainment and marketing.

The vision of The Marcus Graham Project (MGP) is to provide long term access to information, technology, financial and people resources that will strategically develop a viable pool of talen and leadership within the industry.

AT&T Inc.
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation’s fastest 3G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries.  It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company’s suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE® magazine.

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com.  This AT&T news release and other announcements are available at http://www.att.com/newsroom and as part of an RSS feed at www.att.com/rss. Or follow our news on Twitter at @ATTNews. Find us on Facebook at www.Facebook.com/ATT to discover more about our consumer and wireless services or at www.Facebook.com/ATTSmallBiz to discover more about our small business services.

GlobeAware(R)
Globe Aware(R) is a 501 (c) 3 nonprofit charity that mobilizes short term volunteer programs around the world. These adventures in service focus on promoting cultural awareness and sustainability and are often compared to a mini “peace corps” experience. All volunteers are accompanied by a bilingual volunteer coordinator to assist the volunteer throughout their program. The program fee and the airfare to get there are tax deductible to the full extent of the law. Globe Aware is a member of International Volunteer Programs Association, Volunteers for Prosperity, the Building Bridges Coalition, maintains United Nations Consultative Status for the Social and Economic Council, and administers the President’s Volunteer Service Awards. Additionally, Globe Aware offsets its carbon emissions with Carbonfund.org, the country’s leading carbon offset organization. Our carbon footprint is estimated at less than 70 tons annually, and we have chosen to support carbon-reducing projects in renewable energy to offset the CO2 that is produced in running our offices worldwide, from powering our offices to the transportation used to get to and from our work sites. This commitment places Globe Aware as an environmental leader in the volunteer abroad community and demonstrates proactive steps being taken in the fight against global climate change.

Download: The Marcus Graham Project Kicks-Off Summer Boot Camp

In Truth Lies and Advertising, Jon Steel explains the misconceptions of account planning. He states that research and past experiences contribute greatly to organizing a strong campaign. With his views I have contrasted my experiences so far with MetaTHINQ against points that were explained in the book.

Problems can often be complicated with the overuse of information. The National Football League’s instant replay system was a success with questionable plays that needed further review. However, a pessimistic view towards unimportant plays began to develop. For the work that we are currently developing for our clients, we’ve encountered many occasions where research was needed, however in some situations our own views/thoughts proved to be incredibly relevant to the discussion. We, hold value to the previous experiences of our team members, but also understand the importance and role of fresh insight. We here at MetaTHINQ have merged the two into a beautiful product.

Author Jon Steel suggests that one should tailor the questions toward the interviewee. While interviewing, the students from the Globe Aware Youth Scholarship Fund, I recognized the importance of making them feel comfortable by asking questions that they can relate to. The philosophy of being treated as an individual enables them to open up and not give superficial answers. For example, while working on the Globe Aware assignment, we were given the challenge of collecting information about the students and their opinions on international travel. Before the session began we spoke with them and we were able to build trust. This allowed us to gain a positive position with them and allowed us to get real answers. The interviewees tended to be more open and responsive to the questions; giving ample knowledge to the insights that we were trying to develop.

-Denzell Holland, Account Planner

When Jason White, Global Account Director for Nike at Wieden+Kennedy, came and spoke with us, he truly drove home the point that “Good work comes from a provocative brief. A provocative brief comes from a strong consumer insight.”

Two weeks into the inception of MetaTHINQ, I have been on a wild hunt for this strong consumer insight. I am realizing more and more that a strong consumer insight is nothing less than the straight-up truth itself. And the truth is often provocative because truth is interesting and human.

That to me is what planning is all about, finding out what people really think. Truth, Lies & Advertising: The Art of Account Planning by Jon Steel talks about the challenges of peeling off layer after layer until you get to the truth. I have seen firsthand how people can give politically correct answers. This is done sometimes to impress the interviewer, sometimes to be safe, and sometimes without even realizing it. Often times people are unsure of what they think, and they especially have a difficult time communicating that to a stranger. This has made me more conscious about the type of questions I ask, and also more intuitive and imaginative in how I ask them. It is really about digging deeper and understanding how people “smell”. Who they are, their likes and dislikes, as well as their overall lifestyle. This is all apart of their “smell”. I noticed that a lot of the great campaigns that really move people emotionally are rooted in simple yet poignant human insight. Something that is intrinsic and we can all identify with.

Steel also refers to how research can be used as a substitute for one’s own judgment. Like a referee being reliant on slow-motion replays, it is easy to fall back on research when we don’t want the responsibility on our hands. But I think the answer may sometimes be very simple, and like Steel says, one’s “experience, intellect or instinct” should not be discounted. Research alone can seldom point you towards the truth, it needs to be combined with a human perspective to find that golden nugget.

I have also realized that it’s the planner’s job to not only find the truth, but also to build a persuasive argument to support his findings. A planner needs to convince both the client and the creatives to see the light, otherwise his or her insights will have no influence. Steel writes about how people are in the same industries for a long time and they begin to feel like they know everything there is to know. It is the planner’s to job to break that illusion and continue to push boundaries and keep the brand fresh and relevant.

We at MetaTHINQ won’t rest until we find the truth. Going through the Account Planning School of the Web (created by Russell Davies http://russelldavies.typepad.com/planning/) and working at MetaTHINQ has really made me realize how much I have to learn. By the end of the summer, I hope to look back at today and be reminded about how much I have grown. It’s been fun coming up with new ways to find out how people think. I am eager to “hit the streets” tomorrow. Dallas community college attendees beware, we’re coming for you.

-Sebastian Go, Account Planner

Hey Whipple, Squeeze This begins with author Luke Sullivan exposing the love/hate relationship with the advertising character Mr. Whipple. Whipple’s character was unanimously disliked by not only consumers but by advertisers, including those who created him. However Mr. Whipple was a hit when it came to driving revenue. During his tenure Whipple was responsible for Proctor and Gamble’s climb to the “toilet paper top” over the brand leader, Scott’s.

Sullivan takes us for a walk through various changes in the ad industry. Starting with the unmotivated antics of Mr. Whipple, we transition to more thought provoking ingenuity contrived from the likes of Bill Bernbach. Finally we travel back to mindless advertising only meant to capture sales. The book begins as a lesson on what NOT to do when creating ads.

According to Sullivan, Helmut Krone is considered to be the man who created the industry’s first “good ad”. He starts chapter three off with a quote from Helmut Krone “I start with a blank piece of paper and try to fill it with something interesting.” It is brought to our attention that when creating an ad, we have two problems: The client’s and our own. But by picturing that there is an overlapping circle, and the bull’s-eye being when you meet in the middle, you are able to solve both problems.

This chapter also talks about telling the truth about the product in the advertisement, trying the competitor’s product, and dramatizing the benefit just to name a few. Choosing something that is often looked at as a downfall within a product, and putting emphasis on it with a twist is a great way to create a more engaging ad.

The internet and social media have changed the advertising landscape, but the truly successful campaigns have a compelling message at the core.

So how do you get to the compelling message? Ideas, tons and tons of ideas. A finished ad should be the result of hundreds of ideas, brainstorms, tears (hopefully not) and more ideas. In order to produce the best campaigns you have to explore every way to attack the problem. For example, author Luke Sullivan suggests that before brainstorming one should explore different attributes and benefits of the product This allows the writer to think about the product from every angle, and avoid a superficial message that does not address the problem.

The creative process is like war, full of tiny battles to be won before the consumer sees the finished product. The first four chapters of Hey Whipple, Squeeze This offer invaluable advice on creating and generating ideas. I can’t wait to get to work and implement Sullivan’s techniques. Doing otherwise would be, well, stupid.

- Miller Caton, Kevin Green, Herb Smith

DALLAS, April 12, 2010 –The Marcus Graham Project, a Dallas-based nonprofit organization that assists ethnically diverse men with career training and mentorship in the advertising and marketing industry, recently announced the names of 12 future leaders that will participate in a 10-week boot camp entitled iCR8.

Held in Dallas from June 7 to August 13, iCR8 is an annual summer-long, unpaid internship program that provides ethnically diverse men between 18 and 34 years of age the opportunity to work as an ad agency team that helps clients develop strategic solutions for some of their marketing challenges. The boot camp is specifically designed to provide aspirants in the field of advertising and marketing with the exposure and experience necessary to solidify careers within the industry.

The 2010 boot camp participants were announced on the MGP online radio program, The Drum.

This year’s team will include: Miller Caton, 23 of Atlanta, GA; Kamal Collins, 31 of Los Angeles, Kevin Green, 21 of Arlington, TX; CA; Sebastian Go, 21 of Durham, NC; Denzell Holland, 21, Dallas, TX; Brian Lee, 24 Orland Park, IL; Kadeem Myrick, 22 of Raleigh, NC; TX Matthew Newsome, 22 of Daytona Beach, FL; Chike Onuorah, 25 of Winston-Salem, NC; Jordan Prince, 19 of Dallas,TX; Herbert Smith,  24 of Grand Prairie, TX; and Sheldon Williams, 29 of New Orleans, LA.

One of the boot camp’s primary clients will be Globe Aware, a nonprofit organization that develops short-term international volunteer programs that encourage people to immerse themselves in a unique way of giving back. The selected participants will work on a campaign designed to mainstream global service among youth and young adults.

Program participants will be housed at The South Side on Lamar Building, a multi-use loft complex in the creative Cedars neighborhood area, while they commute to their downtown offices provided by Omnicom-owned integrated marketing agency, TracyLocke.

The Marcus Graham Project is also seeking corporate and community assistance in helping this league of extraordinarily talented young men create, think and live, while honing their skill set throughout the summer.  Many of the young men who are eager to participate in the program will need additional support to ensure that they are equipped with the tools and resources necessary to have a rewarding experience.

“We are encouraging supporters to help equip our boot camp team with the basic supplies that they will need to complete their assignments and to live comfortably while in Dallas,” says MGP co-founder Larry L. Yarrell II.  The Marcus Graham Project will be hosting a supply drive entitled “League of Extraordinary Gentlemen.”  The event, taking place on Saturday May 1 will consist of a gifting lounge which will be located at The Tastemaker’s Suite located at 1409 S. Lamar #111 in the South Side on Lamar Building and will be open from 9am until 6pm.  DJ’s Frances Jaye and Jay-Clipp will be on hand to provide a musical vibe, as several of the boot camp members will be on hand, in-person and via Skype to share their hope for the program.

“The type of supplies that they will need include laptops, cameras, portable hard drives, and gift cards for living expenses including food, toiletries, and local transportation,” says Lincoln Stephens, co-founder of the program. “There are also a few needs for travel scholarships for individuals needing assistance their way to the city of Dallas,” says Stephens.

The boot camp experience will also be filmed for an upcoming documentary that The Marcus Graham Project is producing entitled, “How To Get Into The Advertising Business Any Way.” The boot camp’s model is that of a pro-bono consultancy for non-profit organizations, while corporations partner with the program to provide in-kind and fiscal sponsorship to sustain the efforts of the initiative. To learn more about sponsorship opportunities or to find out how you can contribute, please contact The Marcus Graham Project at 214-810-6475 or email info@marcusgrahamproject.org

About The Marcus Graham Project:
The Marcus Graham Project is a national network of diverse professionals who are dedicated to developing the next generation of thought leadership within the advertising, media and marketing industry. The organization’s mission is to identify, expose, mentor and train ethnically diverse men between 16 and 34 years of age in all aspects of the media industry, including advertising, entertainment and marketing in an effort to strategically develop a viable pool of talent and leadership within the industry.  For additional information on The Marcus Graham Project, visit http://www.marcusgrahamproject.org.

Download: The Marcus Graham Project Announces Participants of Summer-Long Advertising and Marketing Boot Camp