Hamburgers
to Healthcare
“Okay Alan I get that
you didn’t want to set the agenda for the meeting with the Margulies’ curator
or our client at the Allen Memorial Art Museum at Oberlin College. Were you
able to get any feedback from these two contemporary art curators about their
feelings about the Victoria Valentine Art Collection or, for that matter,
Rachel Davis Fine Arts? Did you even ask them what publications and/or media
they read, watch or visit online? I can’t blame you of course. It was my
partner Mr. Bluestone who dropped the ball on this one. How was the Martin Z.
Margulies Warehouse? I’ll bet that was a trip.”
Alan was always amused
by Jan’s rapid fire questions and interrogation style. It was sort of like she
was a reporter herself. She always seemed to be trying to fill in the boxes.
Her approach helped her clients understand the likely flurry of questions that
might come from the news media in a crisis situation. It was less effective, in
fact, when she was digging for a strategy for pitching a story. As serious as
curators are, they aren’t routinely stressed out by issues of life and death, consumer
advocacy and health risks. She also felt less comfortable with the various
audiences in the art world of collectors, curators, administrators and estates
than those of hospital administrators, staff, nurses, doctors and healthcare in
a community at large. She knew this was a missed opportunity and she knew Alan
was not accustomed to being an account executive. She knew now that Abbeshire
& Bluestone would have been better served if they sent an intern along for
the ride. At least then, a creative brief and enough to paste together a little
relevant background information would be a starting point as Abbeshire &
Bluestone built strategic platforms for the Rachel Davis Fine Arts and Allen
Memorial Art Museum game plans. It would fall to junior staffers to extrapolate
formal platforms for both accounts. It would then be Jan and Dan who would, for
different reasons, challenge the validity of those documents. Jan was always
looking for hooks to appeal to editors. Dan was always looking for differentiation
points to guide any creative endeavor from gallery signage to exhibition
brochure and branding. The short term proof of the pudding for any strategy
platform would be story placement (for Jan) and creative assignments (for Dan).
It was these internal copy assignments which grew out of research that
delivered the aha moments. The sweat of secondary research of all that was
recently published, broadcast or uncovered via social media analytics, Jan and
Dan agreed, was always best if validated with real players (primary research
through dialogue). The real players according to Jan and Dan were those leaders
engaged in the transactions between manufacture to end user (whether it was
hamburgers or healthcare).
“Thank goodness we don’t
have to rely on Alan Edgewater to write strategy for us. His exploration in Miami
may have solidified the connection between AEFFSF and AMAM. It may have even
made AE a little more skilled at talking the talk in artspeak (about negative
space and conceptual art) but it makes him not in the least bit insightful when
it comes to making a college art museum or auction house/appraiser better at
reaching their intended audiences.” Jan was in a rare mood and it was this sort
of ranting stream of consciousness that propelled her agency forward. Sometimes
this sort of out loud dialogue helped Jan decide to resign accounts too. Dan
was never willing to talk himself and the agency into walking away from an account once won.
Dan was famous for telling client prospects to
fish or cut bait when it came time to sell a campaign, however. He might also conclude
early in the quest for a new account that this dawg won’t hunt when it was a question of dedicating resources to
win an account. But when it is time to show a new account what he (his people
and his agency) were capable of…it was go
time. He did not entertain quitting as an option. The difference between
Jan and Dan was as simple as linear logic versus working to make your breaks.
So it was: dollars and cents versus swinging for the fences at Abbeshire &
Bluestone with these personalities managing the left and right brain of the
firm.
“It doesn’t matter if
we are selling Hamburgers or Healthcare,” Dan liked to say in creative strategy
briefings. “We follow steps that lead us to our unique brand of solution. It’s
smart. It’s creative and it comes with flawless execution.”