As a newish resident, I thought it would be fun to shoot a few Louisville related questions to CurrentMarketing’s other recent transplant. So let’s see what Michigan native, Brian Solomon, has to say about the ‘Ville:

AT: Best thing you’ve seen since moving here?
BS: The junkyard. Well, it’s not a junkyard, it’s a yard that has everything that Coney Island threw away. On Mellwood, I think.

AT: How do you pronounce your new city?
BS: Before, Looeyville. Now, Looavull. I’m learning the local lingo.

AT: Cards or cats?
BS: Cats. I have a cat, so I better say cat.
(After a brief clarification of UofL Cards vs. UK Cats: “Spartans”)

AT: Place you can’t wait to check out?
BS: 4th Street. Haven’t spent much time downtown.

AT: Most surprising aspect of Louisville?
BS: The architecture. It looks straight out of a Twain novel.

AT: What do you think about horses?
BS: They’re very big. And freak me out a little bit.

AT: Bourbon or beer?
BS: Bourbon.

AT: What do you use most to get around town? Google maps, GPS or wing it?
BS: Google Maps on my Google phone (flashes phone). But I’m starting to wing it too.

AT: Something that we have in Louisville that you did not have in Michigan?
BS: A river.

Only 1 out of every 9 scratch offs is a winner - that's 11%.

CurrentMarketing won 4 out of 10 of the coveted Hot Ten Awards from the Louisville Advertising Federation today - that's 40%!

That's right, we're more likely to win than a scratch off!

Congrats to Meredith Will, Megan Snider, Angela Trumbaturi and Ashley Cherep on their big wins today - we're all so proud!!!!

When it comes to purchasing the latest and greatest gadgets, I’m not exactly the first in line.  However, when it comes to a new fashion trend, my ears to perk up and I usually do rush to get in line.

I must say that I migrated to the wonderful world of skinny jeans a bit later than I would have liked and I’ll still live my life happily without a single pair of ballet flats, however the newest trend definitely has my attention and I can’t wait to see how quickly it is adapted.

Without further ado, I would like to introduce you to the iTee and iDress, both of which can provide you with an easy and comfortable way to store your iPad on the go.  The iTee can be yours for $37.38 USD, and is available in both black and white, while the iDress can be yours $74.78 USD.

The dress is actually very stylish and you most certainly couldn’t find a cuter LBD for a lower price.  Unfortunately, the tees are not gender specific, although they look to be fitted so you could purchase a loose or snug-fitting shirt, depending on your taste.

I find it very interesting that a few years ago we couldn’t fathom the idea of what an iPad  would even consist of and now there are apparel choices related to the carrying the device.  It also makes me wonder what the next must have gadget is, and by chance, if a nice shoe will happen to accompany it.

Things are underway at the D8 Conference in Rancho Palos Verdes, California and it will be a very telling 3 days.  Almost everyone who is anyone in shaping the digital landscape is on hand, from Steve Jobs to Mark Zuckerberg.  We’ll hear a lot about “what’s next” and those of us in the marketing community should be listening closely.

Because, to re-quote a laughable line from the early ‘90s, “This Internet-thing might just catch on.”

We met with a new business prospect today and the question was “How much of our budget should we devote to digital and social media.”

Not “if.”  Not “when.”  But “how much?”  Believe me, that was not a question ANY of our clients were asking three to five years ago.  And 10 years ago, less that 1% of our work involved digital delivery.

Today, our digital and social efforts--concept through deployment--make up nearly 50% of our total revenue.  With such a shift in such little time, it’s prudent to ponder “what’s next?”

So even while we’re perfecting our presence in the current Web 2.0 & Social Media environment, we must begin preparing for the next wave.

Here are three keys:

Mobile/Apps:  If you’re not already working on this functionality and considering how it can be relevant to your market, it may already be too late to become a player.  Within three years, clients will expect this capability to help connect them with their market.

Geo-Location:  Smartphones will outnumber laptops this year.  The ascension of the Droid platform, across multiple carriers, is not a threat to the iPhone...it’s a complement.   App development for those and other handhelds is already mushrooming.  And as devices and apps become increasingly robust, the ability to master pushing marketing messages to those ready to receive such messages (timing and location) will become a requirement.  That’s where geo-location technology, married with marketing-rich data, comes in.

Data mining: We’ve already begun to collect and compile huge databases on behalf of our clients.  In the very near future (like yet this year), we must learn to do more with that data...to marry it with message deployment technology across all channels.

It will be fascinating to watch how those three keys are discussed  at D8.

At least that’s what iThink!

Fresh off my graduation from Ball State University’s renowned advertising program, I found myself as the newest member of the media department here at CurrentMarketing. Textbooks were replaced with job numbers and clients soon replaced professors. Although change is good, it can also be overwhelming when you’ve spent the last four years cramming for exams and completing projects for make believe clients.

It’s the classic dilemma of theory versus practice. The perception is that one’s degree is supposed to completely prepare oneself for their desired career. But let’s be honest, this is one of our society’s biggest misinterpretations. Theory can only get one so far in this creative, ever-evolving industry. As a result, a gap exists between what one learns in school and what he or she should expect in the so-called “real world.”

In an effort to help bridge this gap, I’ve compiled a list of thoughts about what one might expect when landing that first agency job. So take out your moleskin and jot these down, because I bet you didn’t hear this in your introduction to advertising course.

1.  It’s real now. The days of gold stars and grades scales are over. Clients as well as your employers expect to see your A+ work everyday. It is important to remember that this is a business where money is at stake. Mistakes usually end in financial loss for the company instead of the usual 5-point grade reduction.

2.  Listen up! It’s easy to walk into the first job wanting to impress your coworkers with all your skills and knowledge. After all, you did just spend four, maybe five, years of your life with your nose buried in a textbook. The best bet, however, is to listen and learn as much a possible. Knowledge is only as good to someone who knows how to apply it.

3.   Warp speed. Efficiency is key in an agency. One must be able to work quickly and accurately to keep pace with client needs. So, get organized and learn to multitask. Cramming won’t cut it either because quality of work will suffer as a result. Unlike the golden years of college when you knew what tests or projects laid ahead, your workload at an agency can change in a heartbeat. In other words, always be ready to kick yourself into warp speed.

4.  Traffic Jam. When working on campaigns in the academic realm, you either worked alone or with a small group of peers. Thus, simple after class conversations and the occasional text message usually facilitated communication amongst the group. At a full-service ad agency with several dozen employees and a client roster longer than your monthly grocery list, workflow is a bit more complicated. So when you step into your first job, be ready to learn about the wonders and importance of traffic. Failure to do so might lead to missed deadlines and a pink slip in your mailbox.

5.  Leggo your ego. No, I’m not saying you have to give up your morning waffle, only your ego. As much as you might think you know it all, I assure you that you do not. Your employer understands that you are new. Entry-level positions are not about what someone can do now, but what they can learn to do later. That being said put your ego aside and ask questions. And above all, be honest with yourself and others. Do this and you will be a great asset to the agency. Don’t worry; you’ll have plenty of time to build up your ego again as you acquire more experience.

6.  Oh yea, it’s fun too. If you truly love the industry, working at an agency is fun. In school, you only learn about the business side of things with little attention given to the fun that takes place inside an agency. And yes, the work hard play hard myth is true, at least at the good agencies. So for those of you on the job hunt, consider the company’s culture as much as its client roster. Doing so will make you much happier in your own brave new world.

We work in a pretty laid back environment and there is no better example of this than the music that is playing in the studio from 9am until the last artist leaves for the night. It isn't unusual for someone from the Accounts or Media department to park at the main table with their laptop just to listen for a while.

As a group, the folks who work here in the Art Department at Current are nice people. We work hard. We play hard. We enjoy the occasional "That's what she said" joke. (OK, more than occasionally.) But there are times when we can be a surly, standoffish lot. We work on tight deadlines and are under pressure everyday to be clever and creative. A big part of our job is to take criticism – and sometimes outright rejection – on a daily basis, and as hard as we might try to "be the shepherd," there are rare occasions where you end up dealing with "the tyranny of evil men."

What most people don't realize is that you can gauge the mood of the Art Department by taking a second and listening to what music is playing in the studio before you come in and drop your "Advertising Emergency" on an unsuspecting artist. The play list is a fairly accurate barometer of the tone of the room and you can adjust your approach accordingly. Here's a primer on what to expect, depending on what's playing.

WFPK is playing - Things are busy in the studio...too busy to pick music.

80's Music - The mood in the room is fairly light. We're busy, but for the most part approachable, and you should be able to get pretty much whatever you are asking for, within reason. You'll have your best luck with me, Dennis or Cathy. The decade didn't rock hard enough for Donovan and Arica is too young to remember the 80's.

Hair Band Rock - Chances are, you just missed the Best Video: "Cherry Pie" or "Here I Go Again" debate, we're in a good mood and feeling pretty sassy. You are likely to get some good-natured grief, but it shouldn't stop you from asking for pretty much anything. We'll be revved up and working quickly.

Motorhead/Metallica/Rage Against the Machine - When things go harder than Guns N' Roses, you should probably turn around and walk away. You are better off giving it a half an hour to see if the mood shifts.

Bobby Brown/New Edition/Michael Jackson - I'm probably DJ-ing and taking requests. Our Traffic Pixie Laura is a big fan of Bobby B and the King of Pop. I'd steer clear of Donovan. He's not.

Black Rebel Motorcycle Club - This is your chance to get to Donovan. It's his favorite band. And it should be your favorite band too. They rock.

Country Music - This doesn't make it onto the play list very often in the studio. Country music can be pretty depressing and that's the last thing we need. If you hear Johnny, Willie or Garth, talk to Arica. She likes both kinds of music: Country & Western.

Show Tunes - Dennis and I obviously have the studio to ourselves, because we would never try to get that past the rest of the department. A little Rogers & Hammerstein goes a long way with us and you could probably blackmail us into doing pretty much anything with this information.

ABBA - Someone has let Cathy pick the music. Whatever you need done should go straight to her desk. She should know better.

Yacht Rock - You know the groups: Steely Dan, Michael McDonald, Toto and the King of Smooth, Kenny Loggins. I have likely asked for requests and been given the patented studio answer, "Just play something that doesn't suck."™  You say something like that, you deserve to listen to "Yamo Be There" and "Rikki Don't Lose That Number."

In all honesty, compared to many of the Art Departments I've worked in, we're a very easy bunch to deal with. And hopefully these tips should make it that much easier.

I had a client phone me yesterday while I was out of the office.  As is often the case I'd forwarded my desk phone to my cell while on my way to a meeting.  So he apologizes to me for interrupting acknowledging he isn't my only client.  "Chris, what have I ever done to make you think that?" I asked.

There was a pause at the other end and finally he responded, "well, now that you mention it, nothing."

Now this is a great client.  He allows us plenty of strategic and creative latitude, appreciates our efforts and our work and he spends a fair amount of money with us.  So he should feel like he's our only client, right?

I think every client has the right to feel like our most important, if not only client.  And unlike other agencies with the proverbial 800 Pound Gorilla, we're fortunate to have a few Gorillas, a couple of Orangutans, some Monkeys, Chimps and even a Tarsier or two.  Let's be clear before I go any further, this is NOT to imply that we think our clients are primates, I'm just carrying through with the 800 Pound Gorilla analogy.

Are we looking to add some Gorillas to our client list?  Of course we are.  But we also know that Orangutans and Monkeys can be great clients, too.  I've been with CurrentMarketing through some times when even a Tarsier was a great prospect and I think we look at every prospect today as a great prospect, regardless of their budget.  Essentially, we want to work with clients who have clear goals, will work collaboratively with us, bring us to the big table for strategic input and, naturally, pay us for our work.

When a CurrentMarketing client presents us with a challenge, I think every one -- from Gorillas to Tarsiers -- feels like they are our most important client. They believe that their challenge is the most urgent challenge on our plate.  And, at the end of the conversation, they will see that challenge as an opportunity for us both.

Oh, wait.  I gotta go.  My most important client is on the phone...

With Derby Festival behind me, I'm on to a new challenge: my first RFP. Sifting through what the client has outlined as their set of needs, I've been asking myself: how exactly should we be responding here? Should we stick strictly to what the prospective client is asking for? Or should we take a chance and propose some out-of-the-box ideas that we know would produce great results? If we do, we run the risk that the prospect will bolt when they see we went in a direction different from the one they requested.

But then it occurs to me: what sort of relationship do we want with our clients? Do we simply want to be a few pairs of extra hands, executing without adding much extra value? I think the answer is clearly no. Partnership is what every good agency aims for, the sort of relationship where the client gets the service they want, but some real collaboration as well; the results they need, but perhaps not in the exact way they might have expected. Doesn't every agency want to work that way? I think so.

So, between Option A, playing it safe and adding nothing more to the RFP than what's been requested and Option B, going for the gold and including some unexpected surprises, I'm going with Option B. It's riskier, but the potential rewards are a whole lot greater — both for them and for us.

At CurrentMarketing, we have the capabilities to print a variety of materials for clients.  When I first started working here, this idea seemed pretty simple. I mean, you just hit ‘print’, right? Wrong.

Words like duotone, four-color printing, uncoated, Pantone, paper trays, and bleeds all flew by my head so quickly I was set in a whirlspin. I hadn’t even started learning all the different paper options that were available! I regret to admit that after a couple of print jobs, I had developed animosity toward the printer.

There are so many things they don’t teach you in college.  Printing is a huge aspect to the advertising/marketing world. CurrentMarketing is fortunate to be able to offer our clients the capability of printing the materials we design at a high turnaround rate. Without knowledge of the printer, you could get lost in a world of Pantones and two-color printing jobs. And I have to say, although colorful, it’s a very dark world to be in.

Since working here, I have learned more about getting files ready to print, printing materials, and trimming materials than any other marketing aspect. Although, I am definitely still learning about all things printing, it has become an easier task now that my head (and notebook) is full of printing knowledge. For now, let’s just say the printer and I have a love/hate relationship.

I was pleasantly surprised by a recent article in Fast Company that stated, “Creativity is now the most important leadership quality for success in business.” I’m sure that integrity, assertiveness and dedication still rank high in what CEO’s need to stay on top.

I think being a Creative thinker is a real gift because I’m not trapped by the traditional business models. Of course it is imperative that our company make a profit each month and that our people are working efficiently with current technology. What’s also important is the ability to “think outside the box” and invent new ways to “touch” a consumer. Discover a new way to deliver the service to the user. A new feature can make a difference. A better method, etc…and all this comes from creative thinking.

I recently witnessed a situation where people felt stymied and were “not allowed” to make suggestions or recommendations on how to best capture product. I happened to know of a technique that could be used to enhance the imagery and as the client’s representative, I had no trouble asking if we could use this technique. The “leader” of the group was resistant at first because he was an “old dog” and his attitude conveyed he didn’t need to learn any “new tricks.”  I kept pushing and prodding and finally he agreed to try my suggestion. But before we got to that pivotal moment, I had a series of “why it won’t work” excuses thrown at me in rapid fire and, well, I found it quite amusing. It was so counter to our culture at CurrentMarketing. We have a very “open” environment and not overly territorial. If someone has a better idea on how to say or do something, we embrace it.

Eventually we implemented my suggestion and it really made a difference. This wasn’t something I originated. It was something I had learned and seen great results with.

Mr. “Arrived” finally admitted that he learned something new that day. I did my best to remain humble and not speak the “I told you so” that was stuck in my throat.

Later I was talking with some of his employees and found it disturbing that collectively they had a ton of experience, knew of the techniques I pushed for—and others—but would never step up and suggest any improvement because they had been told “not to say a word.” It was clearly a case of “my way or the highway” and I couldn’t help but think how much better this person could be if he had an open environment where people were free to share ideas. I think no matter what age or level of expertise you have, you can always learn something new.