Overall, we think the evening proved that the Salt Lake market is teeming with creative thinking and individuals who aren’t just chasing “shiny objects” but looking at the digital arena as a critical component of any marketing strategy. As Craig said: “It shouldn’t be ‘digital’ or ‘new media’ anymore. It’s about engagement and integrated media strategy.”

If you remember anything at all, I’m betting it was a story.  No big surprise.  Stories are more entertaining, informative and memorable than facts, figures and philosophical diatribes.  Anybody that’s had any training in public speaking knows that.  Just ask any Toastmasters Club honcho.  Or, take a Dale Carnegie course.

In his book, What’s Your Point, Bob Boylan, author and consultant in the field of effective presentations, urges presenters to, “Tell stories.  They grab the audience.  You will be real when you tell your own stories.  They build on the feeling of ‘trust me.’  People love to hear stories, especially personal ones, and your familiarity with the story makes the words come more easily and believably.”

In advertising, I believe stories are critical to snagging and holding attention – whether we’re dealing with a YouTube video or a primetime television spot.  They are imperative when developing and strengthening brand awareness and preference.

The TV spot hailed as the best of the past century, Apple’s “1984,” told a riveting story, as do many of the most memorable Super Bowl spots over the years.  Remember the classic “Mean Joe Green” Coke spot from 1980? I still do, and I have a spotty memory.  Remember the pint-sized Darth Vader VW spot last year?

I believe the value of today’s highfalutin’ technology will be greatly minimized unless we learn how to apply the time-proven art of storytelling to it.  But it’s not an easy task in this time-crunched, media-overloaded society.

That fact is reflected in this comment by James Clunie, a judge for the prestigious 2011 Communication Arts Advertising Annual.  He is quoted in the Editor’s Column of that issue as saying, “I’m always surprised at how much time people expect you to engage with their brand.  I don’t have time up upload a picture of my face to a Web site so I can see what I look like sitting behind the wheel of a Jetta or on an American Standard toilet or whatever.”

Randal Rothenburg, president/CEO of the IAB (Interactive Advertising Bureau), noted in a recent Advertising Age article, “New technology does not change the human desire for sense-making narrative or the need for us to understand the world through tales well told.  But the technology does change how we learn stories, how we tell stories, and who hears them.”

“We are concerned our industry is more concentrated on counting likes and clickthroughs than forming deep relationships with people, and that subsequently consumer interaction with brands is largely limited to likes, short comments, and critiques.  From this angle, interactive media is in its infancy.”

That relates directly to Richter7’s foundational belief that human beings are big bundles of feelings, and that emotional impulses drive behavior, brand relationships and product loyalty.

It’s up to us to figure out how to be better at storytelling within these technological confines.  What is clear is this — if you tell a story well, it will get passed on, and commented on positively, via multiple technological tools (think Facebook, Twitter, YouTube, etc.) at a speed and depth like never before.  And that’s the best kind of advertising — because it’s free.

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.

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.

Who would’ve guessed that just two days later, we’re hearing about this 10-year-long manhunt coming to an end? The media has shifted and is now riddled with stories regarding the compound where bin Laden stayed, and how his death triggered a spread of computer viruses, affecting millions. What does this mean for the social media world around us? How long will this stay in the news? How many videos will be released regarding this event? It is an exciting time to share information and learn about this event in its entirety from the comfort of your home.

One thing is for sure: information is often emotionally charged. And that kind of information, spread through so many traditional and social media platforms, can affect the world. The morning after I heard the news about Osama, I was heading over to a conference. While entering a building, a man held open the door for me, wearing a giant American flag t-shirt, just beaming. He motioned me in and said, “It’s a great day to be an American!” It truly is a great time to be an American when strangers become friends, and all can rejoice together as patriots. But possibly the greatest celebration took place at the First Lawn of the White House. Read more details about the celebration here.

So stay tuned, contribute your two cents, and enjoy this victory we’ve won. As a side note, I predict there’ll be a Hollywood movie out recapping this bin Laden saga within one year from today.

The office came to life as associates shouted their opinions on spots regarding Doritos, Pepsi, VW and even Best Buy’s use of Justin Bieber. With people working from all departments of a full-service agency, what was valued and humorous varied on multiple levels. It was a fun dynamic.

Social Media continues to play a larger role as this year’s Ad Bowl was discussed and debated on Twitter by following the hashtag #R7AdBowl. Winners were also announced on www.facebook.com/richter7, and www.twitter.com/richter7.

And finally, here is the list of winners and losers from Ad Bowl XVI:

• Most Valuable Ad Award – Volkswagen – The Force
• Best Low Budget Award – Doritos – Best Part
• Celebrity Sack Award – Best Buy – Bieber / Ozzy
• Championship Chuckle Award – Bridgestone – Reply All
• Illegal Use of $$$$ Award – Coca Cola – Siege
• Creative Fumble Award – Bud Light – Dogs
• Should Have Punted Award – GoDaddy – The Contract

Fault for the rift can be blamed on both sides. Predicting the death of traditional advertising for the last ten years isn’t going to endear traditionalists any more than constantly making fun of the declining click-through rate on banner ads will make new media fans feel all warm and fuzzy.

Now we can argue effectiveness and statistics and back and forth or we can admit what the political parties in this country never will: neither side has all the answers.

Case in point, the most successful work this past year in terms of sales and buzz was the Old Spice “The Man Your Man Could Smell Like” campaign. The most interesting thing about that campaign (anti-traditional advertising proponents take note) it was first a very potent television ad and then became (anti-new media people pay attention) one of the most successful social media ad campaigns to date.

What’s that, you say? Traditional and new media working together? Could it be that they aren’t polar opposites after all?

Here’s a thought: instead of throwing statistics and insults at each other all the time, let’s look at common ground. We both want to do what’s right for the client. Let’s stop being arrogant and defensive. Let’s be the voice of reason. Most of all, let’s quit fighting and get back to the business at hand: selling product.