Archive for the ‘Marketing’ Category

Praying Media Mantis

March 24, 2015

Praying Mantis

I was trying to figure out what a visitor from Mars would make of the situation.

A long moving tube squashed with human beings, all of whom were striking the same pose,  the only difference being some were on their feet and some were seated.

Seated folk had their necks bent and focussed –  as if praying  – on a small rectangular shape, with wires plugged into their ears. Standing folk echoed the same pose, neck bent, face fully focussed on the same rectangular shape but with one hand.

One could easily assume this was a religious cult and perhaps the leader was giving the morning gospel to all members? Such intense focus and concentration on this small rectangular shape. Passengers could be jostled and pushed but still, they remained intensely silent and incredibly focussed.

Perception is not always reality..

I realised the pose reminded me of a Praying Mantis and yet the folk were regular Luas passengers on their morning commute. As it is early in the working day, brains and minds are clear – yet hungry to absorb, either with eyes or ears. From time to time I understood that passengers were listening to the same channel, as they smiled in time with each other.

Thought for the day..

Morning commuters are edgier and ready to absorb more than at any other time of the day. Think about it and communicate early with your audience – time to prey on your praying media mantis!

Let us go in peace..

Aisling White - FuzionAisling White 

Aisling White is an Account Director with Fuzion PR, Marketing and Graphic Design based in our office in Dublin, Ireland

 

 

PR versus Advertising

March 5, 2015

PR versus advertising

People often struggle with the question of whether to spend their money on PR or advertising. A fair question for any new business owner to ask, but only if that person doesn’t understand the value of PR.

So what’s the difference between the two?

To put it simply, the saying goes “advertising you pay for, but public relations you pray for“.

Advertising raises awareness of your brand and is you telling the world that your business is great, which of course you would say as you want your business to succeed. Advertising is guaranteed exposure for your brand/business but it’s coming from you, the business, so will the the message by fully trusted by your target audience?

Or does it come with a little bias? ..of course it does!

PR on the other hand is a message coming from the media, the journalists, the celebrities, and the influencers who have no affiliation with your business or brand. When they say your brand or your business is great, it is a much more credible message and therefore worth much more than advertising, three times more in fact (this is the multiplier that the PR industry uses as standard when evaluating PR coverage).

Think of it from the consumer’s point of view, when the reader sees an advert, do they take much notice of it?

Does today’s savvy consumer believe everything the advert says or are they aware that the advert is paid for by the owner and therefore the information carries bias? On the other hand when the reader reads a newspaper article or a review by a journalist, who has no connection with the brand or business, obviously this message is more believable.

PR is a way of spreading favourable opinion through credible, non-biased influencers and through endorsements. This type of publicity carries much more weight and longevity than an advert that may, or may not, grab the attention of the reader for a second or two.

This argument for PR may seem like an either/or scenario with advertising but it is not.

Advertising can always play an important part of your marketing mix – it is very unlikely that the media will write about you every week so for frequency of coverage advertising is necessary. When PR complements advertising it adds more value to it because your brands or service are now seen as being more credible and trusted by your target audience.

Edel Cox - FuzionPR can build credibility and trust and it is a lot more cost effective compared to advertising, so the next time you are splitting your budget spend between advertising and PR get that balance right!

Edel Cox is a PR Consultant with Fuzion

Fuzion are a Marketing, PR and Graphic Design firm with offices in Cork and Dublin

 

 

Personal Branding and your Modern Coat of Arms

February 3, 2015

personal branding

There is a lot of talk these days about the importance of your ‘personal brand‘; how you always need to be aware of it, how you should project it and how you should protect it.

It is talked about in marketing circles as if it is a new thing and that it is borrowed from the world of products and companies, which all have their own branding that we can easily relate to.

The comparison to products, services and companies can be a little disturbing at first – surely we are human beings and not products (many may disagree!)? After all we have feelings, thoughts, opinions, beliefs, passions, we want to be appreciated and valued and we definitely don’t want to be treated as commodities.

If we forget about the comparison to products and companies it gets easier and we can start to appreciate what our personal brand really means. Our personal brand is our story, it is what we represent, it is what we believe in, it is what motivates us, it is who we are. If you deal with me this is what you get.

The challenge is to properly project our story so that others get what we are all about.

In ancient times the personal brand for our family was captured in our family crest or our coat of arms.

A coat of arms is described as a unique heraldic (a visual way of signifying rank) design on a shield or surcoat. A surcoat, and subsequently a coat of arms was used by medieval knights to cover, protect, and identify the wearer. The coat of arms symbolises the heraldic achievement which consists of a shield with a crest and motto.

These coats of arms came into general use by feudal lords and knights in battle in the 12th Century. By the 13th Century their use had spread beyond the battlefield to become a kind of flag or logo for families in the higher social classes of Europe, inherited from one generation to the next.

Your coat of arms or crest was effectively a way of telling a story about your family and what they represent.

Canty family crestIn the case of the ‘Canty’ crest:

  • the core blue colour in the shield represents Loyalty and Truth (good traits I’m sure you will agree!)
  • the use of yellow represents Generosity (the drinks are on me ..very true)
  • the Chevron (the upsidedown ‘V‘) denotes Protection. Apparently this is often granted as a reward to one who has achieved some Notable Enterprise (woohoo!)
  • the crescents signify one who has been ‘Enlightened and Honoured by his Sovereign’ (hmm..what did we do to deserve this?)

While this captures and projects a ‘story’ and a set of values and beliefs for my family in many ways it also sets a standard and creates an expectation about our behaviour – something that we all need to live up to.

Ironically the use of the coats of arms evolved over time and started to be used by commercial companies, which are effectively the origins of the modern logo.

Telling your story today

Today we don’t carry around a shield (just a business card..) and we don’t wear a suit of armour so communicating our story can be a little bit more challenging!

The face to face personal experience has always been the most important part of our story. How we look, how we dress, how we speak, how we behave and what we do are powerful ways of telling this story. Those who interact with us get to experience our ‘personal brand‘ up close and hopefully they will carry with them a positive version of our story.

For those at a distance our modern day coat of arms is our blog, our Facebook, Twitter, LinkedIn and other social media accounts. This is where we get a chance to show our photo, detail who we are, what we have learnt, what we have done, what we believe in and then bring all of this to life through our regular conversations and interactions.

In Ireland alone there are 1.4 million LinkedIn users. The most common activity of these users is looking at other people’s profiles. I wonder why..

How is your coat of arms looking? 

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

Marketing or Great Storytelling?

December 22, 2014

Storytellers

Jeff Bezos, CEO of Amazon perfectly summarised branding when he declared “your brand is what people say about you when you leave the room

So..branding isn’t about logos or tag lines? …it is actually what people say about you.

In that case our job as marketeers is to simply help our clients tell the story of their business, organisation, products and services effectively so that when people talk about these things they say exactly what we want them to say.

In effect we need to be great storytellers, creating memorable content that connects with our target audience in a way that they will remember positively.

Telling memorable stories takes great copy, imagery, logos, tag lines, ideas, PR campaigns, events, sponsorships, initiatives and social media activity.

When we talk to clients about the Fuzion process we try to forget about the industry jargon and instead we talk about stories:

Capture your story

It is vital that your story, the essence of the organisation is captured properly – this is an important and necessary first step. It is damaging to promote your business if this part is not right.

Whenever and wherever anyone comes across your products, services, website, promotional material, vehicles, premises and even the individuals in your team your story must be told in a way that properly reflects what you want.

Finding your story

If I look for the products or services that you offer with the help of Mr Google it is vital that you are found easily and prominently. This is the low hanging fruit!

When we build websites for our clients we make sure the platforms they are built on facilitate good search engine performance and that we include the right ‘copy’ (the keywords customers use when they search for your products or services) so they are found prominently by potential customers.

Telling your story

Every business must promote itself so that people know it exists. This is your advertising, PR campaigns, direct marketing, email marketing, events and sponsorships all designed to tell your target audience that you exist and what you do.

This must be done carefully and consistently so that the right story is always told.

Conversations about your story

We often hear that 80% of business comes from referrals or ‘word of mouth‘.

Surprisingly only a portion of these referrals will be from actual customers. Often these referrals will simply come from people who have ‘heard about you‘ somewhere along the way.

Social media when correctly used is a fantastic way to generate these referrals and get the right word of mouth going through online ‘conversations‘ and interactions.

It is also a great way to communicate the personality and beliefs of the organisation in a way that is often impossible through other communications.

Protecting your story

The last part of the process is only ever called into action when something goes wrong. We help organisations when incidents occur that have the potential of ruining the good ‘story‘ of an organisation.

The larger well prepared organisations will have predicted possible negative scenarios and will have a ‘crisis drill‘ in place to deal with these should they occur. Often you just cannot predict every possible scenario and when the wheels do fall off unexpectedly we will get the call to help when it is really needed.

What’s your story?

Every individual, business and organisation has a story to tell and this ‘story’ process works best when it is carefully executed as part of an integrated plan.

Marketing?…nah, just like the guys around the camp fire we are just storytellers!

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

The Sponsor/Charity balance

November 17, 2014

Michael Flatley HB Hazelbrook Farm

The mutually advantageous alignment of Corporate Social Responsibility (CSR) with individual charities (i.e corporate financial involvement in return for charity association) is becoming more and more an integral part of corporate business strategies.

The benefits for both the charity and the commercial brand can be significant and cyclical. Alignment with a good cause can enhance brand consumer credibility while, in return, the charity receives funding and increased  awareness for campaigns. Brands may also donate a percentage of product sales and carry the charity branding on their products.

Support for a good cause creates awareness, changes perceptions of the corporate brand and draws new customers to the product, which provides opportunities for the corporate to engage with these new consumers in a positive way – and so on.

The compatibility of the sponsor to the charity is key to the success of any future relationship. That said, it is imperative that a ‘heads of agreement’ document is signed in advance of the launch of any campaign. This details the parameters within which all parties work and what is expected of and from the relationship. This will help to eliminate unnecessary misunderstandings at a later date.

When working for a charity on a corporate sponsorship campaign, I am mindful that while all parties must be paid due consideration, the charity is ultimately my client. Particular care must be taken where the client feels perhaps overly indebted to the sponsors, which could result in the charity’s message being diluted by the commercial message. If this happens it is detrimental to both parties as any association must appear as genuine to consumers.

From my experience, where this goals ranking is not followed, the CSR campaign may be incorrectly viewed as a paid promotions campaign. The charity and indeed the public accept the mutually beneficial relationship in most CSR campaigns but sponsors must also play their part in preserving the balance in this equation. Ideally the role of the corporate sponsor would be agreed as being an advisory one.

It is worth mentioning that there are other intangible corporate benefits to the CSR campaign including positive internal communication and an internal social contribution culture, which encourages employee engagement and motivation and increases company pride. Corporates would benefit further by actively involving its staff in its CSR campaign, so this should be built into the plans.

In terms of choosing a charity to work with there may be a cause that the employees have a particular affiliation with or there may be a natural association or connection with some specific charity?

This and other such questions should be explored at the initial stage in order that the corporate sponsor/charity partnership will be a good ‘fit’ for both parties. The prospective sponsor must decide what benefits might accrue from such an association with the elected charity. The selected charity must closely evaluate whether the package on offer is in their best interests including a good fit for the cause.

Helping any charity is a great thing to do. By carefully choosing that charity and working in partnership with them with the objective of maximising the benefits on both sides is where substantial long lasting value can be created.

Niamh McCarthy - Fuzion PR, DublinNiamh McCarthy

Niamh McCarthy is part of the Fuzion team who offer CSR consultancy  from  our offices in both Dublin and Cork.

The Value of a Well Designed Website

November 11, 2014

Old shop

We’ve all experienced it at one point or another: you go to a website and find it lets down the organisation – dated design, chaotic structure and last updated over 5 years ago are typical issues, You dig around but can’t find the information you need, the home page keeps crashing, the links don’t work, etc., so you leave frustrated and with a poor opinion formed about the organisation to which the site belongs to.

And you most probably will never come back…

A bad or outdated website can make you look unprofessional and will cost you potential clients. A well-designed one, however, can impress quickly and will add credibility to your organisation and make you look instantly more progressive and professional. Internet users are much more sophisticated than they used to be and their expectations are a lot higher – they decide quickly if the website is relevant for their needs.

Capturing your story

When you are looking to design/redesign you must realise that your website is one of the most visible representations of  your organisation or business. What story is it telling the viewer and how will this affect the way people view your business? Is it professional looking, does it capture what you are all about? Does it capture the personality and ethos?

Purpose Your purpose?

It is important to keep in mind that your website also has to be well designed in order to get your visitors to do what you want them to do. When you build a website it is usually with a specific purpose in mind: be it to make direct sales through it, to have people sign up for your mailing list, direct them to your social media accounts or simply to provide them with useful information.

Mr.Google

Beautiful looking websites can be fantastic to make a great impression but they also need to be designed in such a way that there is sufficient opportunity to carry word content as this is essential for SEO purposes. Mr. Google loves words and you need to be sure that your site carries enough of them and in the right places so that people can easily find your site. Getting the balance right between imagery and words is important.

Responsive 

In recent years it is also vital to design sites that are responsive – this means that if a user is viewing your website from a smartphone or a tablet that it functions best for that device allowing easy navigation via touch-screen buttons, and only displaying relevant information and content for the users’ needs.

The 24/7 Salesman

Today it is quite possible that more people will potentially see your website than actually come to your physical location. It is accessible 24 hours a day, 7 days a week to potential customers from all around the world. Your website is your most powerful marketing tool as no printed brochure or advert reaches more potential clients or offers the flexibility to easily update content as your business grows and develops.

However, you don’t have a well trained person greeting them and explaining what is great about your products and services and dealing with any queries and nor do you have a person gauging their reaction – this hard working website has a big job to do!

Getting it right ..

Don’t take shortcuts with your public online face, make sure it is easily found, looks great, that it tells the right story, that it functions well, clearly communicating your key messages and it does what it is supposed to do.

The design of your website may be the one thing that tips the scale between a potential customer doing business with you or going elsewhere… make sure it tips your way!

Basia Kozlik - Fuzion Graphic DesignBasia

Basia Kozlik is a Graphic Designer with Fuzion

Fuzion offer a full range of  Web Design and Digital services from our Cork and Dublin offices in Ireland

 

How to Attract Top Talent

October 2, 2014

Attracting Talent - Superman

Attracting top performers to your organisation is the key factor for future success according to many of the top CEO’s and one of the biggest challenges they are facing today.

Understanding how top performers think is critical and to get this right organisations must figure out what motivates and inspires them and then how to create an environment where these things exist.

Some of the common attributes that top performers look for in an employer are:

Real value alignment

Top performers want to believe that the organisation they are working for are strongly aligned to their own personal values. These ‘key’ corporate values must be clearly communicated and could include things like customer ethos, creativity and innovation, involvement in the community,  teamwork, opportunity and personality.

Quite simply “If you want me to work for you I must believe in you

Positive reputation

In the eyes of the top performer, the organisations they consider working for must have a strong, attractive brand and a great reputation in the marketplace. This by default will enhance their own personal reputation and help them to progress with their career. When the question is asked “where do you work?” you want to be able to answer proudly and even create a little job envy ..”Oh, you are lucky to work there“.

Special personal opportunities

Top performers want to know what sets the organisation apart and what does that mean for them: Special experiences, unique opportunities, enjoyment, satisfaction, achievement and rewards, career progression and a great work life balance are things that important for these individuals.

Development opportunities

The opportunity to develop both personally and professionally is crucial for the job satisfaction of high achievers. They want to invest their talent and precious career time in an organisation that can help develop them and progress their career positively.

Communicating

If these attributes genuinely exist in the organisation (easier said than done!) then the challenge is to communicate these to Top Performers in a way that attracts their attention.

Some of these attributes are easy to convey such as organisation success, great products and services but other ‘softer‘ attributes are difficult to convey in a believable way to prospective talent but it can be done.

Website

The organisation website will be the first port of call for anyone considering working with the organisation. Organisation websites are normally built with customers in mind but you will find that the more progressive ones will go to great efforts to demonstrate the opportunities that exist for staff and will try to provide evidence that their place is a genuinely great place to work.

While describing employee programmes and opportunities is a must on the website, the ‘evidence’ will come from the staff themselves and with clever corporate videos, team blogs, demonstrations of team activities and team testimonials the opportunities can be communicated in a believable way.

For an ‘active‘ job seeker the website will be useful, but to attract someone more ‘passive‘ who may not be considering a career change you must work much harder to get their attention.

Social Media 

Social media in particular, free from the formality of the organisation’s normal communications is a powerful platform for communicating the softer aspects of the organisation. These channels are the perfect way to demonstrate the personality of the organisation, the positive work life balance activities, the team spirit and publicising some of the community work and other things that showcase the ethos and values that exist.

For example happy pictures of team activities can speak volumes for any organisation.

For deeper messages well written blog posts, which allow more informal and softer communications can be distributed cleverly on the social media platforms to really demonstrate the special personality of the organisation.

PR

If the right attributes exist for the organisation then it is vital that these are communicated to the widest possible audience through the media using PR.

Your brand is ‘what other people say about you‘ so it is really important that you carefully plan and shape how your organisation is perceived. Not only should the organisation’s progress and success be communicated but every opportunity should be taken to publicise community work and other non-commercial activities that really show how special the place is.

One of the clever ways to do this for our clients is through profile pieces in the media with individuals who work there. These are a powerful way to capture stories and communicate the real personality of the organisation.

Awards

Awards are another clever way for an organisation to showcase other aspects of their personality and ethos. For example many organisations in Ireland are competing for the Chambers Ireland CSR  and ‘Great Place to Work‘ awards. Companies as diverse as Diageo, Microsoft, EMC and McDonalds are all participating in these awards, which demonstrates in a tangible way that it is not all about profit within their businesses.

In 2013 Fuzion proudly won a Chambers Ireland CSR award for our international Safebook anti-cyberbullying campaign, which we hope speaks volumes about the type of business that we operate. We care!

The top performer is not a work horse and they care deeply about their careers and about things that really matter to them.

Jim Collins in his iconic book ‘Good to Great‘ says one of the key factors of successful organisations is great people.

It’s up to you to attract them!

Greg Canty is a partner of Fuzion

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

SEO and the Impact it has on your brand

September 20, 2014

Jeff Bezoz, Amazon - Branding quote

A Simple test ….do a Google search using the keywords that describe what your organisation does and see how your website performs.

Crisis PR in Ireland’ , ‘PR firms in Dublin‘ …. Do your own search for your relevant keywords and see what happens. Include your location in the search, which is what most people normally do when they are searching.

From a business point of view it makes clear sense that if someone is looking for what your organisation is offering that they find you easily online. The very best way is for your website to perform for these ‘key‘ searches organically or naturally. If this is not the case your website is more than likely not properly optimised.

If you have done all you can to optimise your website and it is still not performing well enough then it makes sense to implement a Google Adwords campaign to ensure your website is appearing for ‘key’ searches in a prominent position.

While your website performance is essential for business is this the only reason your site should perform well for searches?

I feel another big reason your website should perform well is that it is an integral part of your overall brand. This might seem like an unusual reason at first as we normally thing of ‘descriptors‘ when we discuss someone’s brand attributes.

Jeff Bezoz of Amazon described a brand as ‘what other people say about you when you are not in the room‘. While it might be up to others to describe you this can clearly be shaped by how you portray your organisation through your actions, behaviours, products, services and all the visual cues or representations of your brand.

Your website plays a key role in this, not just in how it appears but also where it appears when searched for.

It’s difficult to appear as a ‘leader in the sector‘ if a random Google search for the services and products you provide has you appearing well below your competitors or possibly so far back on the search results you are not found at all.

If this is the case you need to optimise your website, which is mostly a very straight forward but methodical process and if necessary support this with Google Adwords pay per click advertising.

Where you appear is just as important as how you appear!

Greg Canty is a partner of Fuzion

Fuzion provide online consultancy and website optimisation services from our offices in Dublin and Cork in Ireland

The Ice Bucket Challenge and the Power of Social Media

August 28, 2014

Ice bucket challenge

Whether you love or hate social media you can’t deny if used properly it can be pretty impressive.

Take the ALS ice bucket challenge which began in America for the ALS (Amyotrophic Lateral Sclerosis – the US term for Motor Neurone Disease) and has raised millions over the past few weeks for the cause in America.

It then went on to go worldwide and in Ireland we have raised over €1.1 million to date for the Irish Motor Neurone Disease Association (IMNDA). This is a phenomenal achievement and a really really clever way to get the whole world involved for such a good cause.

The simple idea of the Ice bucket challenge, to throw a bucket of ice water over yourself and nominate others to follow suit while each donating €2 to the cause is a simple idea that went viral through social media and now you would be hard pressed to find someone who hasn’t taken part in the challenge.

Celebrities, politicians, sports stars etc have all embraced the challenge and pushed it out to their huge numbers of online followers through Facebook and Twitter.

This is just one example of the power of social media and it comes off the back of another very successful viral social media campaign for charity, the ‘No Make-Up Selfie’ in aid of Cancer awareness. This campaign encouraged women to post a ‘no makeup selfie’ to their social media pages and nominate their friends to follow suit. Again they each donated to the charity and in Ireland we managed to raise over half a million euro for the Irish Cancer Society as a result.

These are just two recent examples of how social media if used properly can be a huge channel to push your message out.

We often have clients who are too afraid to go online and set up social media pages as they have heard all the horror stories that come with being accessible online and let’s face it we can all think of one or two stories where social media went badly wrong. However, this is not an excuse to ignore the power social media has, the simplest of ideas can go viral in minutes through social media and so can your business.

…can you afford to ignore a communications channel like this?

Social Media is only a scary concept if you don’t know how to use it, so don’t be afraid of it, learn it, embrace it and use it!

Edel Cox - FuzionEdel Cox is a PR and Social Media Consultant with Fuzion

Fuzion are a Marketing, PR and Graphic Design firm with offices in Cork and Dublin

 

BIG IDEAS . . . and how to hatch them by Jane Maas

August 11, 2014

We asked our special friend and legendary ad woman Jane Maas from New York for some inspiration about finding inspiration!

This never stop dynamo didn’t disappoint .. 

Three tried-and-true thought starters

Jane Maas, Mad WomenIt happens to everyone. You need a BIG IDEA, but your mind is a blank. So where do ideas come from? And how can you help make them happen?

Novelist Joyce Carol Oates says she gets inspiration for her books while she runs for miles. Legendary ad man and my boss of many moons ago David Ogilvy wrote: “First, I immerse myself in the research. Then I immerse myself in a bottle of wine.” As an advertising copywriter, I have depended on three ways to generate ideas. They always seem to work for me; I hope they’ll do the same for you.

1. Take a Boring or Bad Idea and Turn it Upside Down

What could be more boring than offering a coupon for a fast-food item? The chains have been doing it for years. “Here’s a coupon for a free appetizer when you buy a main course.” YAWN.

Burger King took a boring idea and turned it upside down when they offered a coupon on Facebook that was good for a free Whopper. But to get it, you had to unfriend ten Facebook friends and tell them they were worth only one-tenth of a Whopper to you. So people raced to unfriend ten friends before their friends could unfriend them.

Over 20,000 Whopper coupons were sent out in week – – which means that 200,000 Facebook friends were defriended. Lots of buzz, lots of media coverage. Facebook, concerned about its own reputation, ordered the campaign to be disabled. Of course, that fanned the fire, and the whole idea went viral.

2. Search the world and steal the best

McDonald’s developed the idea for their Happy Meal by observing the first principle of toy marketing – – make the product fun.

Maxwell House studied the beer business and noted the high success of new, imported brands; then they developed Maxwell House French Roast.

Step outside your own area and see what is happening in other categories. If you are marketing a financial product, for instance, look at what’s happening in cosmetics and fashion, automotive and packaged goods. This practice is also helpful for you, personally. If you spend most of your free time going to the opera, spend an afternoon at a soccer game. And vice versa.

3. Have the Guts to Take on a Negative

American Express Travel found out years ago that they gained amazing extra credibility by warning tourists that a certain museum tour actually required walking more than four miles.

Drano drainpipe opener saw their sales shoot up suddenly when they ran an ad saying the product didn’t work very well on bathtub drains clogged with soap, but was unbeatable on grease clogs in kitchen drains.

Domino’s Pizza made a gutsy move by running advertising admitting that their pizzas tasted terrible! They promised they were going to change to a whole new recipe. And then they conducted nationwide taste tests versus competitive pizza chains, and won hands down.

This campaign helped Domino’s achieve an overall same-store-sales gain of 117 percent – – the highest ever in the fast-food industry.

Next time you’re stuck for a BIG IDEA, try one of these. And happy hatching.

Mad Women - Jane MaasLegendary ad woman Jane Maas was a copywriter at New York’s Ogilvy & Mather and Wells Rich Greene.

She is best known for heading the “I Love New York” campaign.

Ms Maas is also the author of Mad Women, the tell-all account of what it was like to be a woman in advertising in the sexy, sexist Era of television’s Mad Men.

Mad Women is a really terrific read and not just for the gals out there – check it out.


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