Over the past month the world has been introduced to an interesting new term. Social distancing is what the doctors have ordered to help minimize the spread of the coronavirus, also known as COVID-19. Social distancing means we all go to our own homes and stay there until we are told we have been there long enough.
The Timeout
For some people this is a strange concept. But parents will recognize this as a timeout. It’s a time when you tell your children that they have to stop what they’re doing (cuz they’re about to ruin, the image and the style that you’re used to). For decades we have been sending our kids to their bedroom, the stairs or a faraway corner to give them time to calm the eff down, and think about their actions.
This woman looks like she is calming the eff down. She also looks like she could use more furniture.
The social distancing ordered by governments, the Center For Disease Control and the World Health Organizations (led by Roger Daltrey, Pete Townsend and Keith Moon) is really a global timeout for citizens of the world. And it may just be the best thing to ever happen to us.
Time To Think
Just like timeouts for kids, this Global Timeout gives adults time to think about their choices, actions and repercussions. It reminds us that we shouldn’t take our liberties or our opportunities for granted. It reminds us that life is short. And that time is our most precious commodity.
Taking the WHO’s advice seriously, Tommy is taking a break from playing pinball to think.
The Global Timeout, also known as Wuhan Soloing, is a perfect opportunity to reevaluate and adjust your goals and the action required to attain them. Now is the ideal time to think about your personal life, health, faith, family and friendship.
Career Evaluation
The Global Timeout offers the ideal time to think about your career. Are you on the path you want to be on? Are you making progress towards your goals? Are you as fulfilled as you want to be? And if you are a member of 2 Live Crew, are you as nasty as you wanna be?
Think about it. There must be higher love.
Getting Down To Business
The Global Timeout is the perfect time for businesses to think about the future. To determine where you want to go, and what you want to become 3 to 5 years down the road. If your business has quieted substantially during this time, see this as an opportunity. The slowdown provides you with time to think. And big results are a result of big thinking. The type of thinking that is hard to do when you are busy with your day to day operations and responsibilities. Or on a ventilator. So remember to keep washing your hands.
Key Takeaway
Social Distancing is a gift. This forced timeout offers an opportunity to think and evaluate your life, your career and your business in a way that you may never have again. Don’t waste it. Make sure that when we reach the end of this period, in a matter of weeks or months, that you emerge from this better, smarter, more focused on your next chapter. Those who take advantage of this opportunity will win. Both at work and at life. Make sure you are one of those people.
*If you know someone who could benefit from this message, please share it with them.
I love a good story. And right now I am in the early chapters of a really interesting new story. Only it is not a book, movie, or TV show. It’s real life. And you are in the story too.
The Coronavirus
The new reality caused by COVID-19 is turning into one of the most fascinating experiences of my life. And we are just getting warmed up. What began as a health problem in Wuhan, China is now impacting all manner of life on my side of the planet in ways that would have been unimaginable a week ago. Unless, of course, I was watching what was happening in Italy a week ago. But I wasn’t. Because sports were still on TV.
War of The World
Remember hearing the story of Orson Wells’ War of The World radio broadcast when we were younger? This feels a lot like that. Only the Aliens are viruses. And what was a fake newscast is really happening.
Shut’n Er Down
Sports of all sorts are cancelled. Schools are closed. Amusement parks, museums and zoos are shut down. Travel is greatly restricted, and will likely restrict even further. And I am not just talking about the economy class seating.
The Upside
Yet within these unprecedented times are amazing opportunities. Opportunities to connect with those closest to you. To slow down. To go for walks, hikes and bike rides. To play games at home. To cook more. To read more. To create more. And in 9 months, I expect to see a global wave of tiny little coronavirus-inspired Earthlings.
Do Good
Today, there are new opportunities to volunteer and contribute. Support the organizations that support those who are most impacted by this pandemic and the economic repercussions.
Build
There are new business opportunities all around us. The new reality means new unmet needs. And unmet needs are the seeds from which businesses grow.
Lead
There will be opportunities to lead. To take actions that help your community. Both in the prevention of the spread of the virus in your community, and in the recovery and return to normalcy after the threat passes.
Key Takeaway
A significant chapter of global, national and personal history is being written right now. Be thoughtful about the role you will play in the story. Keep washing your hands. And be patient. This too shall pass. And we will all have an interesting story to share.
*If you know someone who could benefit from this message, please share it with them.
I have spent the last few days speaking to smart people at a giant trade show in Las Vegas. Just as the World Health Organization recommended that we should all hole up in our closets for 2 weeks, I decided to hangout with 100,000 trade show attendees in Sin City. #RollingTheDice
CONEXPO
CONEXPO, the mammoth construction industry show, is the largest trade show in the history of my personal trade show experience. It is like the construction industry’s Super Bowl. Only without the extravagant halftime show. Or football.
Why Are You Here?
My advertising and idea agency, The Weaponry works with CONEXPO in a super secret capacity that I can not disclose. Yet. But as part of our work, yesterday I talked to people about why they come to the show. One particular attendee I talked to had a very simple way of summarizing why he comes. He said:
‘We have the old way of doing things down. We need to find the new way.’ -CONEXPO Attendee
I love this idea.
Out with the old.
It is really easy to master a way of doing things, and think that you can simply repeat that process, technique or approach for the rest of your days. But if you do, you will stop growing. You will stop improving. You will stop learning. And you will forfeit your competitive advantage to those who continue looking for the new way. The better way. The faster, easier and more profitable way.
Grow, Grow, Grow Your Boat.
Always be growing. Technology and innovation are continuously improving. The fact that we can instantly exchange information and cat videos across the globe means that we have unprecedented access to new information and ideas to help you improve virtually everything you can think of. Including your thinking.
New And Improved!
I worked in the advertising industry for 19 years before I started my own agency. But from day one, the technology and applications we implemented at The Weaponry were completely different than those I had previously used. Because we did our homework, and found new, smarter ways to perform our work. And to collaborate with our teammates and partners.
Today, as we close in our 4th birthday, we are challenging assumptions. We are open minded, and ready to advance as soon as the advancements are ready to be taken advantage of. And you should be too.
Key Takeaway
Once you have mastered the old way, start looking for the new way. Always be learning, growing and improving. Embrace change. Put innovation and advancements to work for you. They provide a competitive advantage. And if you don’t utilize them, your competition will.
Oh, and if you see me at CONEXPO, or out enjoying Las Vegas tonight, please stop by and say hi. Or bump my elbow with yours. Or point and smile. Just don’t shake hands. That’s the old way. Before the coronavirus inspired, new, smarter, safer techniques.
*If you know someone who could benefit from this message, please share it with them.
I recently discussed my upcoming travel plans with my teenage daughter, Ava. I told her that the next morning I had a flight that left at 5:40am. Her jaw dropped. She looked at me in disbelief. Finally, she said, ‘You are sooo lucky!!!’
I was not sure she understood what I had said. I clarified that my flight left at 5:40, AM. Which is the morning one. She said, ‘I know.’
I asked, ‘What time do you think I need to get up to make a 5:40am flight?’ She ran some quick calculations in her head and confidently replied, ‘4:00am.’ Which both Steve Harvey and Richard Dawson’s surveys said was the number one answer on the board.
I asked, ‘Then why do you think I am so lucky? To which she responded:
‘You are lucky because you get to go on a trip! For work! Dad, you are getting paid to travel! Which means you are killing it! Plus, you love your job. And you won’t be working the entire time. So you’ll get to enjoy some good meals and free time in a fun city. And I have to go to school.’
-Ava Albrecht (14 y/o)
Me and my daughter, Ava, and some Chihuly glass.
From The Mouths of Babes
What a great perspective. When I was planning the launch of my advertising and idea agency, The Weaponry I dreamed of the day that a client would pay me to travel for business. Today, we have 3 Weapons traveling to Las Vegas for a week to do important work for one of our great clients. And I am feeling extremely lucky. Like a rabbit with its lucky rabbit’s feet all still attached.
One Last Reminder
As I boarded my flight at 5am, I spotted my friend Mark in line behind me. We greeted each other enthusiastically. He told me that he and his family were headed to Costa Rica for spring break. He continued, ‘I assume you are traveling for business.’ I confirmed that I was. To which he responded, ‘Yeah, but you love your work.’
Indeed I do. Which makes me really lucky.
Key Takeaway.
If you enjoy your work you are lucky. If you get paid to travel you are lucky. If you start a business and attract customers or clients who dig what you do, you are lucky. It is easy to lose sight of your good fortune. Or to take it for granted. So this is a simple reminder that having family and friends to remind your of the good things in your life is lucky too. Have a great day! I hope you kill it!
*If you know someone who could use this reminder, please share it with them.
This has been an interesting 2 weeks for our planet. Like the movie Parasite, the coronavirus has come out of nowhere, and messed up plans from Wuhan to Hollywood. As a result, the financial markets have gone totally Tom Petty. From Learning to Fly Into The Great Wide Open, to Free Falling.
In the midst of one of the strongest sustained period of economic growth in American history, suddenly we are dealing with travel restrictions, cancelled national and international events, medical supply shortages and panic at the disco.
The Stock Market
Today, the stock markets are in the toilet. And I couldn’t be more pleased.
Because if you are looking for an amazing financial opportunity, this is it. In bad times, when people are panicking, the table is set for you to dig in and take advantage. If you need a refresher course on this lesson, rent the movie The Big Short or Trading Places tonight.
Be Bold Like Barbecue Sauce
If you have a little money to work with, it is time to be bold. You have to find your chance, and take it, like Steve Winwood. Which means picking up an asset that others have dropped like a bad habit in January. It means doing your homework. Taking action. And having faith, like Tim McGraw. Because nothing is guaranteed. And you could go bust. But there is a very good chance that you will go boom boom pow.
The Mortgage Crisis
During the subprime mortgage crisis from 2007 to 2010, American banks were in major trouble. There were fears that some banks would not survive. And some didn’t. But there was an opportunity with those that did. To take advantage of the opportunity you had to buy into those stocks during the darkest days of uncertainty.
During that time I went dumpster diving, and bought stock in 4 different banks that were in the trash. I bought those stocks for as low as $2 per share. And I learned a valuable lesson from that experience. I swore that if I was ever in such a position again, I would buy far more next time. Because those banks stocks have proven to be the smartest financial investment I ever made. Aside from my decision to start my own advertising and idea agency, The Weaponry.
Key Takeaway
I am not telling you to buy stocks. Or to start your own business. I am simply reminding you that fortune favors the bold. And this is a prime time for the bold. So be bold. Make bold choices. And see what happens next.
In 2015, with the enthusiastic support of several former clients, I decided to create my own advertising agency. During the planning process I started this blog to help share my entrepreneurial adventure. I called the blog The Perfect Agency Project. I wanted to write about what I was doing, learning and thinking as I was launching, improving and growing what would become The Weaponry. That way, if I made huge mistakes, and wondered, What was I thinking!?!, I could simply go back and read what I wrote.
I Didn’t See THAT Coming.
However, in an unforeseen turn of events, creating this blog has become as significant to me as creating the business. The simple act of writing about my experiences has taught me even more than I have been able to share with my readers. And the feedback I have received from readers has made it one of the most rewarding elective projects of my life (even better than the 3 inch goatee I grew in college).
The more I write, the more I learn. The more I learn, the more I write. That’s why I decided to get my virtuouscycle rider license.
Doing Time
Over the past few years I have spent 10 to 15 hours per week writing my blog. I publish new posts every Tuesday, Thursday and Sunday morning. And I have been able to collect, sharpen and share more knowledge and insights than I ever expected. I learned so much about blogging that I wrote posts like, What I have learned about blogging after 200 posts. And 12 things I’ve learned from writing 300 blog posts.
A New Chapter
When I turned 40 years old I made a commitment to start my own advertising agency. I did it by the time I was 42. And as I continue to build and grow The Weaponry, I have added new goals.
Some of The Weapons, laughing and smiling, as if someone was taking a picture.
I have another startup business that I would like to launch soon. I want to write a book. Ultimately, I hope to write more than one book. But before you can write many books you have to write one. Kind of like, before you become a porn star you have to first have sex, on camera. #pleasedontdothis
Broadening My Horizons
To share my various business experiences, my book writing adventure, and all of the other life lessons, insights and humorous experiences along the way, it is time to expand the scope of this blog. For those of you who read this blog regularly, you know that I have regularly wandered far from topics related to The Weaponry. In fact, one of the great things about having a personal blog is writing about whatever you want. Like A strange encounter at the Piggly Wiggly. And I find myself wanting to share my broader experiences, learnings and observations.
I may share more stories, like what I learned on my family’s 2019 Father’s Day hike on Mt. Rainier.
As part of the broadening of the blog I am changing the name of the blog too. It will no longer be called The Perfect Agency Project. (#audiblegasps #CallCNN #WeInterruptThisBlogCast) I also want to make my writings easier to find, by humans and search engines alike.
So I am changing my blog title to… wait for it… The Adam Albrecht Blog. I know, this sounds crazy, like rich Asians. And you will never believe the new URL I will be using. So I will tell you. It is… AdamAlbrecht.blog. (However, theperfectagencyproject.com will still direct you to the blog. Because a rose by any other name may not immediately smell as sweet to Google and Bing.)
The rest of the blog will be totally the same. I will still share what I am learning. I am committed to humorous asides and totally random pop culture references that separate insiders from outsiders. (Use Google as your secret decoder ring for random references.) I will keep hashtag-style commentary. And captions will be written to make you giggle.
Maybe I’ll share more stories like the time Danica Patrick and I filled a motorhome with 1.2 million ping pong balls. As DP said, ‘That’s a lot of balls!’
Key Takeaway
Thank you to all of you who regularly read my blog. Thank you for the comments, likes, emails, texts, phone calls, proofreading help, and in-person feedback on my writings. I know your time is limited. And I appreciate that you take the time to read my posts. But if you like what I have written in the first 412 posts, you will like what I write over the next 4000. And if you like this blog, I expect you will like the book. Which I look forward to spending more time writing in the year ahead. Thank you for reading all the way to the end of this post. Which is actually not here. Or here. It’s right here.
I am a morning person. I love a new day, a new start, a new opportunity to get better. Basically, I love everything new. Like Huey Lewis. In fact, I am a self-proclaimed Newdist. And I’m thinking of starting my own colony.
My Morning Routine
I don’t drink coffee. But I do 5 things every morning that help me get the party started right. When I do these 5 simple things before breakfast, I feel like a winner, ready for chicken dinner.
5 Things In 5 Minutes
1. I wake up before my alarm.
Waking up before my alarm is one of my favorite things. It makes me feel like I am fully-cooked and ready to rock. It is a sign that I have had a healthy dose of sleep, and that my body and brain are prepared for the day. It is way better than having an alarm clock kicking you in the eardrum.
However, in order to wake up before your alarm you need good sleep. I set my alarm for 6am. But I usually wake up between 5:30am and 5:45am. I think of the early awakening as a lag measure, indicating that I went to bed early enough (usually around 11pm). Which sets me up for success the rest of the day.
2. I smile.
The first thing I do after I awake, while still lying in bed, is smile. I smile a big, broad, toothy smile. And It helps me feel good, right out of the gate. It’s like taking a happy pill. Only there is no pill. I wrote about this habit in the post: Kickstart your day with this powerful and simple habit.
3. I get out of bed before my alarm would have gone off.
Waking up before your alarm in great. When I proactively turn off my alarm it makes me feel like I have defused a bomb. #TheHurtLocker But the very best thing is getting up and started ahead of schedule. It sets your entire day up for success.
4. I weigh myself.
I weigh myself right away each morning. I do this for a couple of reasons.
I am lightest in the morning, before I put my contacts in.
I have a healthy target weight that I measure myself against. I like to stay at or below 215 pounds, which is how much I weighed when I graduated from high school. So my weigh-in helps me chickity check myself, before I wrickity wreck myself.
This morning I weighed 213 pounds. When I am at or below my target weight, I feel like I am starting my day in a great place. It is proof that my exercise and eating habits are working. And I feel as if I have won a personal challenge within the first few minutes of the day.
However, even when I am over 215 pounds, I take it as a reminder of what I need to do today to be where I want to be tomorrow. The feedback is great for me either way.
5. I drink a glass of water.
I make a point of drinking a tall glass of water right after I weigh myself. It is easy to do. But the impact is significant. It helps me rehydrate. I can tell right away that this sharpens my brain and makes me feel more alert and ready for the day. No caffeine, sugar, taurine or alcohol needed. In fact, I often wonder if the active ingredient in coffee, tea and energy drinks is actually the water itself. #DrEvilPinkyToMouthPose
Key Takeaway
The best way to have a great day is to have a great start. Turn your morning routine into a game of positive actions. By taking these 5 simple steps you will start your day feeling proactive, positive, productive and prepared. All within the first 5 minutes.
*If you know someone who could benefit from this morning idea, please share it with them.
Happy Leap Day! February 29th is your lucky day. In fact, it’s luckier than a 5-leaf clover. And it’s rarer than a mooing steak. In fact, it is so rare that it only happens every 4 years. Like the Olympics, a Presidential election, or Halley’s Comet.
Opportunity Day!
However it is not the rarity of Leap Day that matters. It’s the opportunity. Today is a totally free, bonus day! Which means that today is the perfect day to do something extra. Like Michael Jackson said, today, ‘You got to be startin’ somethin’. Or finishing somethin’. Or working hard on somethin’. #MaMaSeMaMaSaMaMaCooSa
Saturday Day Fever
Even better, this year Leap Day is the perfect bonus day. Because it falls on a Saturday. Which means you probably don’t have to work or go to school today. So take a few minutes to think about those things you have always wanted to do. Those things you can never seem to find the time to start, plan or complete. And get rolling.
Possible Leap Day Activities:
Exercise
Take a hike
Play a Game
Start a blog, vlog, slog, or drink Glogg
Start a business
Pick up a new hobby, or re-engage in an old hobby, like Holly
Create a podcast
Play an instrument
Create a product
Start a book (reading or writing)
Paint
Marie Kondo your house
Volunteer, or sign up to volunteer
Go to church (or find a place of worship to go to this week)
Start a meetup
Join a club or worthy organization
Ask someone to be your mentor.
Call someone you haven’t talked to for too long
Find a dentist
Find a doctor
Find a nurse
Find a lady with an alligator purse
Start your taxes
Plan a vacation
Organize a girls night, or a guys night, or a Michael Knight.
Make a career or life plan
Do something that’s more you, because no one knows you better than you.
Start Now
I started planning my own business, The Weaponry, during a little bonus time like you have today. Now we have 2 offices and clients from California to Quebec. I also started this blog during a little bit of free time. And this is post number 411. #Information Now it’s your turn to go do something meaningful today.
Key Takeaway
Time is your more precious resource. Use it wisely. Alchemize it into magic. And when you get a bonus day, or a bonus hour, take advantage of it. Otherwise, when you come to the end of your time, you will wish you had.
Which begs the question: What will you do with your Leap Day?
I love books. They are like fertilizer for your brain. I like to read them and listen to them. I like to collect books and display them throughout my house. I like books that educate, inspire and entertain. And I just finished a great book that did all 3 of those things in one handy-dandy, hard-covered, Amazon-Prime-delivered package.
The 5-Day Turnaround
My great friend, former co-worker and serial (not cereal) entrepreneur, Jeff Hilimire, somehow stole enough time from his crowded calendar to author a book called The 5-Day Turnaround.
I’ll admit that when I first heard the title of the book I was quite skeptical. I mean, who needs 5 days to turn all the way around? I think the Earth itself only needs like 2 or 3 days to turn around, right?
Five copies of The 5 Day Turnaround at Five Guys at 5:00 pm.
The Book
When I dug into the book I realized it wasn’t about slow-turning humans after all. It was about how to inspire established companies to think more like startups. And how to get corporate leaders to think and behave more like entrepreneurs.
I found this book fascinating. And highly relatable. Because 4 years ago I went from a very large, publicly held organization to a startup. My own startup. And as I launched my advertising and idea agency, The Weaponry, I noticed how different the 2 organizations were in their approach to, well, approaching things.
Comparing and Contrasting
The 5-Day Turnaround captures the mindset, speed and aggressiveness embodied in a startup, and contrasts it with the cautious, conservative nature of a well established company. The book is written as a fictional novel. Which means that the reader follows the story, and through ahh-smosis, picks up on all the important lessons learned by the story’s floundering corporate character, Matt.
The Pitch. And The Proposal.
The book really kicks into action after an ad agency pitch, when the potential client (Matt), tells the agency that they didn’t win the pitch because their ideas were so good and innovative that the conservative corporation didn’t have the chutzpah to implement them. Which meant the company was likely to choose a lamer agency instead.
However, the agency’s leader, Will, comes up with a daring plan to help Matt transform from a beaten down corporate dog into a daring, entrepreneurial leader within his large organization.
The story is a bit like the Fairy Godmother turning Cinderella into the belle of the ball. Only Cinderella was a cautious middle manager, who became an aggressive, entrepreneurial executive. And in this story Cinderella kept both of his Allen Edmonds wingtips on as he headed for home, at midnight, in his Tesla.
At first I thought this said, ‘Always Lead White Porpoise!’ But it doesn’t.
The Lessons
The book is packed with relatable organization challenges. And Will teaches Matt how to overcome them all in just 5 days. Will does this using foundational fundamentals that help organizations and departments grow at startup speed. Which is only slightly slower than ludicrous speed. #wevegoneplaid
The book challenges the assumption that bad things will happen if you take a risk within a large organization. It walks through a worst case scenario to dispel the myth that bad things happen to people who stick their necks out. It encourages readers to become fearless in their thinking and actions. Which is a lesson that benefits everyone.
You Down With PVTV? (yeah you know me!)
The book walks through the importance of establishing your Purpose, Vision, Tenets and Values (PVTV). Which sounds like the local station in the Portland-Vancouver, WA metro area. It even guides you through a process to determine the PVTV for your organization or department. This alone is worth the read.
The book covers such important topics as:
The Do Or Die Mindset
Identifying the right and and wrong people for your organization, based on the PVTV. (I want my PVTV!)
Moving Faster.
Establishing Trust
Embracing Failure.
Here’s a great picture of Jeff and a whole pile of books he birthed himself. But I am fixated on the sign in the background that says, ‘Welcome to Igital Elights Anis.’
Who Is It For?
This book is great for any leader interested in thinking and acting more like an entrepreneur, even if you never plan to start your own business. The entrepreneurial mindset is confident, inspired and fast-acting (like Tinactin). Which leads to more success, because it creates more opportunities for success.
The 5-Day Turnaround is not just a book you read once. It becomes an easy-to-use reference book that you can pick up anytime for a quick hit of inspiration. It provides a series of valuable guideposts to keep you on course. Plus, it is a quick, easy and engaging read that flies by, allowing you to digest a lot of new information in a short time.
Personal Experience
I found a couple of other fun things in this book. A crazy, risk-taking example Jeff mentions in the book was inspired by a meeting Jeff and I had at Proctor & Gamble, that involved a surprise performance from an opera singer. It was weird, and fun, and memorable. #TakingRisks
Pleasant Surprise
One of the really fun surprises at the end of this great read was that I found my name in the acknowledgements section. It was the first time I remember receiving a literary shout out. I think the major contribution I provided was simply encouraging Jeff to write the book in English, and number the pages, in order, starting with the smallest numbers.
Don’t bail on this book before page 235. Or page 236 if you want to know what Qaadirah’s full last name is.
Thank You!
Thank for writing The 5-Day Turnaround Jeff. Thanks for sharing your insights, experiences and talent with the world. You have been a positive and motivational, and inspiration force for me and so many others. Now, you have inspired me to want to write my own book. I’m thinking of calling it The 4-Day Turnaround. Or maybe 6-Minute Abs.
*If you know someone who could benefit from this book, please share this post with them.
A year and a half ago I had a very big lunch in a very small town. Johnson Creek, Wisconsin has a population of just 2,738. But Johnson Creek sits halfway between Milwaukee and Madison, Wisconsin. Which is why I met Anne Norman there for lunch at Hiway Harry’s. Conceptually and architecturally, the restaurant lies halfway between a Rain Forest Cafe and a Frank Loyd Wright-inspired supper club. Which is a very unique space to occupy.
Anne Norman
Anne Norman had just recently been named Chief Marketing Officer of the University of Wisconsin Credit Union. She arrived at the credit union after crushing it for such great brands as Culver’s restaurants and American Family Insurance. Our mutual friend Sue Northey told us that we needed to meet each other, and helped arrange the Hiway Harry’s adventure.
One Anne Norman and a microphone. #whereitsat
When we met, Anne was looking for an agency to help her make the UW Credit Union marketing as great as the UWCU member experience. And members looooove the UW Credit Union. I know. I became a member my third day on campus as a student at The University of Wisconsin-Madison.
Anne and I had a great conversation. We found that we were totally aligned on our approach to strategy, creativity and process. We laughed a lot. And we left Hiway Harry’s excited to work together. #suewasright
Making It Happen
My advertising and idea agency, The Weaponry, quickly got to work on repositioning and rebranding the UW Credit Union. Then, on February 14th, 2019 we revealed the new look and the new work at the UWCU’s leadership conference at the beautiful, Frank Loyd Wright designed Monona Terrace Conference Center, in Madison. I wrote about the experience in A fresh new look for one of the most loved brands in Wisconsin.
Addy Awards
Exactly 1 year and 1 day later, Anne and our teams were back at the Monona Terrace in Madison for the local Addy Awards. To be clear, I am not an advertising awards person. I prefer to avoid the conflict of interests between creating work to drive results for your clients and creating ads to win awards. I also prefer to avoid dressing up altogether.
Me and Anne, ready for the award show to begin. Noting that this place was no Hiway Harry’s.
But in this case, Anne Norman knew the work we created was really good. Our key performance indicators (KPIs) told us the campaign was working as anticipated for UW Credit Union. So Anne wanted to see how the creative stacked up against other work at the Addy Awards.
The Entries
We entered a few billboards and a couple of radio spots in the awards show. Soon I was notified that we had won 5 awards. We were also strongly encouraged to attend the show. And to bring Anne Norman, her trusty sidekick Justine Kessler, and their husbands Devlin and Mike. So we did.
Winning
We knew which entries had won something. But we didn’t know what they had won. Kind of like when the Dad from A Christmas Story receives his fragile crate. Except when we busted our crate open we didn’t find a leg lamp.
Radio
The first entry to win an award was a radio commercial called Cool Mom. It won gold. Which apparently is good. It’s a cute spot that was fun to make. And always fun to hear on the radio.
The winning radio commercial
Billboards
In the Out of Home category, this ad won a Gold. The ‘or no’ ending is a funny thing people in Wisconson commonly say. Have you heard someone say that, or no?
This billboard won a silver. For those of you who are geographically challenged, Milwaukee lies on the western shore of Lake Michigan (which is a huge lake that not even Sarah Palin can see across). This enormous body of fresh, unsalted and shark-free water sucks the heat out of the air all spring long to raise the temperature of the lake. Leaving communities along the lake cooler until the water temperature stabilizes in early June.
This ad also won an Addy Award too. In Wisconsin brats rhyme with knots, and are german sausages. Not poorly behaved children. Oh, and they are served on rolls.
But wait! There’s more!
We also entered the 3 billboards above with the additional billboard below in an outdoor campaign entry called ‘Hello Milwaukee!’ It won a Judge’s Choice Award. Which meant that one of the 3 judges felt that this was the best thing in the entire show.
In the Metro Milwaukee area we have a lot of funny city names. Many stem from Native American names. And you can open a UW Credit Union checking account from home in any of these Aukees.
Judge’s Choice
Here’s what Judge Carl (no relation to Judge Judy) had to say about our campaign. (My apologies if he is actually Judge Karl.)
I appreciate the fact that The Weaponry and UW Credit Union won these awards. But we didn’t need an awards show to know the work was good. We know that the ads work. They grab attention. They make people giggle. They are remembered. And they have helped the UW Credit Union quickly drive a XX% increase in awareness in Milwaukee. Which nailed our goal. (I put XX because I didn’t ask for permission to share the actual number. But notice that there are 2 Xs and not just one! Go UWCU!)
Me, Sarah Disanza, Justine Kessler and Anne Norman, staying gold, like Pony Boy.
Roll The Credits!
Thanks to our Weapons Kristyn Lilley who designed the UW Credit Union brand look. And to Kevin Kayse, the writer who helped bring these adds to life. Thanks to Simon Harper for writing a great brief with a British accent. And thanks to Anne Norman for meeting me at Hiway Harry’s. For hiring The Weaponry. And for both demanding and approving great creative work.
Key Takeaway
Awards are nice. But they should never drive the work. In advertising the only thing that really matters is whether or not the work helps your clients grow. But if the work drives growth, like it has for the UW Credit Union, the awards are a nice cherry on top. Thank you to everyone at UW Credit Union for allowing us to join your team. We look forward to great things ahead!
Adam Albrecht Blog 