One exciting new restaurant in Utah to keep on the radar is BRIO Tuscan Grille, a classy Italian restaurant opening at Fashion Place Mall next to Nordstrom this Monday. It’s known as being “upscale affordable” Italian cuisine in a family-friendly atmosphere, and I just found out for myself that their tiramisu alone is enough to drive crowds to that restaurant.

To kick things off and get acquainted with the Utah community before it officially opens its doors for business Sept. 12, BRIO is hosting a free grand opening block party tomorrow, Sept. 10, from 1 p.m. to 7 p.m. in the parking lot it shares with Nordstrom. Celebrations will include food samplings of BRIO’s favorites, a build-your-own sundae bar for kids, a charity fundraiser dunk tank with Murray Fire and Police Departments, photo booths, craft tables, bocce ball tournaments, raffle-prizes from Fashion Place retailers and more. Some local head honchos, including Mayor Peter Corroon of Salt Lake County and Mayor Dan Snarr of Murray City, will also attend and all proceeds will benefit the Boys & Girls Club of Murray.

So what we’re telling you is that, if nothing else, keep the first BRIO in Utah in your sites. It’s going to be a big deal and after you try their tiramisu, let us know what you think.

Forget about deciphering the future, or trying to envision what new technology or digital tools will appear next.

Pause from that frustrating pursuit for five minutes while we peer into advertising’s distant past, in order to re-discover what the future will require – no matter what quirky Facebook rip-off or magical mobile app surfaces next week.

Look backwards for a moment.  Way back.  Keep going.  And going.

1925, bingo.

Lord & Thomas was the largest ad agency in the world at that time, and forerunner to what later became known as Foote Cone Belding (which itself became a behemoth in the ad industry).   Although his name never appeared on the door, L&T’s creator was Albert Lasker, a tireless taskmaster and one of the advertising industry’s greatest pioneers during the first half of the 20th century. With the assistance of Claude Hopkins, one of the first great professional copywriters, Lasker transformed brands such as Kleenex, Kotex, Pepsodent and Lucky Strike into household names.

That year, his agency published a series of magazine ads.  (Imagine that, an ad agency practicing what it preaches.)  The long-copy ads, mostly devoid of graphics, taught tenets of truth that may well be eternal.  Here are some excised jewels from that series.  See if you agree.

1. “Look for two certain qualities in every advertisement: ‘Fire and Feeling.’  Elements which, possessed, make one man a super-salesman.  And lacked, another a misfit.  Which make one ad sway millions to buy.  And left out, make another costly mediocrity.  ”
2. “The advertisement that trumpets ‘Here Is the Greatest Thing on Earth’ is, in modern advertising practice, judged a liability.  Only medicine shows and street carnivals any longer employ ‘barkers.’  Avoid boast and bombast.  For the whispered word is often more potent than the shouted.”
3. “When you find a winning story in advertising, stay with it.  Don’t, in the struggle for ‘something different,’ change it.
4. “The true science of headlines is to strike the right balance.  Not common-place, for that’s without excuse.  Not bizarre, for that’s a costly folly.  Not indefinite, but definite and compelling.”
5. “Many slogans can apply to ten or fifty products, but your claims as to the exclusive features of your product can apply only to yours.  If your ad copy features generalized slogans or extraneous ‘human interest’ leads more pertinently than your product, then change your copy.”

Sound familiar?  Some things never change, and shouldn’t.  These principles, circa 1925, apply every bit as much today, whether we’re creating a Flash banner or a matchbook cover.

I have long believed my job is to sell my clients products and services.  Awards are a bonus for doing that job right in the first place.  With that in mind, I offer a sixth excerpt from the Lord & Taylor ad series – again illustrating that the past can be totally applicable to the present:

• “The object of advertising is to sell.  Its only court of judgment is a profit sheet.  Men may deceive themselves, but profit and loss columns – never.”

Hats off to Mr. Lasker and Mr. Hopkins for leaving us a history lesson that has never gone out of style.

One day, he happened to ride in the same elevator as Steve Wozniak, one of the founders of Apple (in case you didn’t already know). Like so many people probably do, he showed Steve the application that he was working on at the time. Thoroughly impressed, Steve later sent him all of the latest Apple hardware and connected him to venture capitalists.

Sometimes it is just being at the right place at the right time.

Part of our job as advertisers is to the get the right message or image in front of the right audience at the right time. Our job is to create the elevator moments, and in those moments, make it memorable.

Every blog post, every banner ad, every website, every billboard, every television spot, every PR event is another opportunity to create a connection to a potential customer/client. The question is, are getting in front your appropriate audience at the right time? If so, how’s your elevator pitch?

-       Jeremy

Perhaps the best part, though, is this is Richter7’s 8th year receiving the honor. And while we only focus on the advertising category, my 21 years at this agency has shown me that we have outstanding divisions throughout the company in Public Relations, Social Media, Marketing, Research, Design, Media Planning and the explosive Online Marketing/Web & Mobile Development division. All add to make one great company.

But the real bonus is having stellar clients who authorize us to do outstanding campaigns. Without their trust and a collaborative vision, we wouldn’t have the award-winning work to move their business forward. Thank you to all.

I have my cell phone constantly attached to my hand! As I rush out of the door in the morning I search for my phone and realize it’s in my  hand, or I look for it in my purse, where I swear I left it, and surprise it’s actually pressed up against my ear.

If you’re glued to news, you may have already heard the recent World Health Organization Reports that the use of cell phones might increase your risk of brain cancer. I’m no doctor, but I thought I would look into this before I put my cell phone down.

Cell phones landed on a list of possible carcinogens that include chloroform, gasoline engine exhaust and coffee. This label is given to a lot of things that MIGHT cause cancer.

Experts who were not on the panel say the data on cell phone use and brain cancer is inconclusive. Moreover, the World Health Organization categorizes cell phones as the lowest of all the carcinogenic classes. Dr. Peter Shields, of Georgetown University, said, “People need to realize there are many other things we are exposed to every day that are classified as  possible carcinogens and we shouldn’t think that using a cell phone is just as bad as smoking.”

I personally won’t be getting rid of my cell phone, but I might use earphones more. Either way, I think we’ll be hearing more on this. Whether you use your cell phone constantly or are only slightly attached, stay tuned for more research findings.

According to a recent tweet, AP Stylebook will now include such terms as end user, geolocation, geotagging, link shortener, stream and unfollow.

Luckily, with today’s technology, it’s easy (and even fun) to keep up via apps, Twitter feeds and the like. No more lugging that 1-pound, 1.6 ounce paperback around with no search functionality but your weary, opposable thumbs (don’t tell the printers that we suggested it).

If you didn’t join the conversation with @APStylebook on Twitter today, familiarize your inner journalist with the bible of the newspaper industry by searching hashtag #APStyleChat for tips and refreshers to improve your writing.

Richter7 was lucky enough to take home more awards than any other agency this year (for the 9th time in 10 years!) From a total of 132 awards distributed, we were awarded 39, including 14 gold, 25 silver and one judges’ choice award for our Apple Beer campaign.

As one of our fearless leaders, Dave Newbold, puts it, “The awards are a bonus for doing our job right in the first place – that is, to sell our clients’ products and services.”

A big congrats to all of the Richter7 team members involved in creating this year’s winning campaigns. You inspire us each day! Can’t wait to see what’s in store for next year’s ADDY’s.

"Ha: Breath of Life" showcases the art of the Samoan Fireknife dance

This past May, Richter7′s PR team conducted an intense, four-day media tour with the PCC in San Francisco and Salt Lake City. Because the goal was to promote the PCC’s newest night show, “Ha: Breath of Life,” which debuted in August 2009, one of the challenges Richter7 faced was making the nine-month-old show newsworthy for reporters.

Other challenges included spreading the word about their performances, obtaining proper fireknife permits and keeping the performers unified for each event. Richter7 accomplished this by persistently contacting all relevant media; marketing different aspects of the show, such as the fireknife dancer; and using a full PR staff to email, call and stay in constant connection with key members of the trip.

Performing at Pier39 in San Francisco

Results were fabulous. The PCC performed in front of nine TV cameras in San Francisco and Salt Lake City, and conducted 13 TV interviews. They also received publicity from three media appointments, one media phone interview, and from having their performances posted on over two dozen online event calendars and Polynesian community calendars. They performed 11 times and reached an overall audience of 4 million (some TV and websites not included). Publicity value for the four-day, two city media tour exceeded $1.2 million.

KUTV's 2News This Morning personality Casey Scott learns how to fireknife

“We’re thrilled to continue working with the top resort destination in the nation,” said Peggy Lander, partner and executive vice president of advertising at Richter7. “We will continue putting all resources and efforts into strategic marketing that builds strong brand awareness and attracts visitors worldwide to Park City from a multitude of platforms.”

Richter7 was selected after a thorough review alongside other prominent agencies in Utah. Park City, known for its ease of accessibility from most US markets, is expecting a record winter season due to its early snow, major resort improvements and new brand-name lodging properties.

“With snow already in the mountains and all the amenities of Park City, skiers flock here to enjoy three world-class mountain resorts and a great town,” said Lander.

Established in 1971, Richter7 has been named Utah’s “Best of State” advertising agency seven times in the past decade and is nationally recognized for effective advertising, public relations, online interactive and design for clients from Minneapolis to Hawaii.

FB CEO Mark Zuckerberg said Facebook, which has tripled its number of mobile users from 65 million at the same time last year, will also make its “Facebook Deals” physical location-based feature available on Google Android-based smartphones.

With that, Facebook will help merchants offer deals to customers who “check in” nearby, marking their physical location.

Having already lined up 22 partners, including Macy’s, American Eagle Outfitters, Las Vegas’ Palms Casino and the Gap — which will give away 10,000 pairs of jeans – is it bye-bye Foursquare? Foursquare check in!

http://bit.ly/b4cjpE

Twitter Steps Into Your Stream

Twitter said it will drops ads into users’ streams/timelines. Virgin, Starbucks and Red Bull have bought into this, but, hey, isn’t stream-stepping going to annoy? Hmmm.

http://bit.ly/dxGom8

Google Gaining on Booming Smartphone Market

Was it any surprise? Google’s Android software platform, which has gone crazy wild in just two years, rose to the #2 spot globally on the booming smartphone market. Because Android phones’ popularity keeps growing, Google is in a good position as handsets look set to surpass computers for browsing the Web.

What’s more, cheaper smartphones, boosted by the surge in Androids, are becoming increasingly the growth engine of the overall smartphone market. Thanks, Googs bro.

http://reut.rs/9kJzwi