http://www.thecartel.com/index.htmlCartel Blogenrrizo@thecartel.comCopyright 2009 The Cartel2010-04-01T13:44:02-05:00 hourly 1 2000-01-01T12:00+00:00 Thu, 01 Apr 2010 13:45:53 -0500rrizo@thecartel.comNone2010-04-01T13:44:02-05:00http://www.thecartel.com/page1/page1.html#unique-entry-id-20http://www.thecartel.com/page1/page1.html#unique-entry-id-20One of the most discussed topics in recent years has been the Latino impact on the U.S. economy. And as an advertising professional, it’s of particular importance to me.

I’m in the early stages of my advertising career, but one of the first things I learned was just how valuable the Census really is. The Census is imperative to a marketer’s assessment of the changing trends in consumer behavior. Consumer behavior is what marketers look at to determine product development and budget priority. And, based on the Hispanic boom, a safe assumption would be that a large number of marketers would create products for and place their money on the Hispanic market.

But here is the issue: marketers have known about demographic shifts in the U.S. population for a very long time, but some marketers have failed to recognize the sheer buying power of the U.S. Hispanic community.

So, what can we hope the 2010 Census does for marketing?  Well, if the 2000 Census broke down stereotypes, the 2010 Census just might shatter them.  Once and for all, the Hispanic population will be noticed and taken seriously.

But, before there’s real change, everyone must be counted.

Hispanics, just like they rallied in numbers to vote in the last election, must make themselves count. By participating in the U.S. Census, we are helping to claim our stake in the American Dream.

As a Latina, I’m not only committed to filling out the Census, but am also committed to helping spread the word. For whatever reason Hispanics are in the U.S., our culture, our money and our sheer determination make up the dream of this country and marketers can’t ignore this for another 10 years.

- Dora Valdez]]>rrizo@thecartel.comNone2009-12-11T11:37:16-06:00http://www.thecartel.com/page1/files/dec-2009#unique-entry-id-19http://www.thecartel.com/page1/files/dec-2009#unique-entry-id-19Change is a powerful word, a constant, at times overused, but many times avoided. Change is a determined course of action and a revolutionary cry. Extraordinary times call for extraordinary measures, yet change brings about anxiety and apprehension for many marketers.   No one wants to make the first move.  During these recessionary times, how will the economy get better if marketers don’t follow the “road less traveled”?  

If your competition is silent, speak up. 
 
If your competition goes right, go left.
 
Stop following the herd.  Today, it is more important to think about the long-term even though the short-term promises immediate results. Remove yourself from trench warfare. 
 
In a study of U.S. recessions, McGraw-Hill Research analyzed 600 companies from 1980-1985. The results showed that business-to-business firms that maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising. By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn't keep up their advertising.

Change is daunting, and let’s be honest, sometimes a bit of a nail biter.  But, success wouldn’t be sweeter any other way.  
]]>rrizo@thecartel.comNone2009-12-01T09:47:46-06:00http://www.thecartel.com/page1/files/dec-2009#unique-entry-id-18http://www.thecartel.com/page1/files/dec-2009#unique-entry-id-18Is the best price all that matters to the cost conscious consumer?  It seems that many companies these days seem to think so.  They take advantage of a consumer desperate to save money by skimping on what costs companies the most…customer service.  Cut labor, you cut costs, you increase profits.  It works in the short run, but how will it affect a brand long term?

Corporations are banking on one key issue—the economy. The public is no longer spending money freely like they used to. Instead, they search for the best bargains. So, at this point, it is safe to say that even if you treat consumers poorly, more than likely they will return if it means savings a buck or two. But what happens when the state of the economy improves? Do corporations truly think that consumers won’t remember?
 
Believe me, they will. When the smoke clears and consumers can finally breath, they will continue to be loyal to those that treated them well. For those that have adopted mediocre consumer relations practices, word of mouth won’t be on their side.
 
The best marketing or advertising strategy in the world will not prevent the inevitable—the distrust of their core consumers. Yes, everyone is struggling right now, and it’s easy to lose sight of the big picture. The financial well-being of any brand is contingent upon consumer trust and loyalty. When fighting a price war, offering a superior consumer experience is often the best weapon.
]]>rrizo@thecartel.comNone2009-11-04T17:09:05-06:00http://www.thecartel.com/page1/files/nov-2009#unique-entry-id-17http://www.thecartel.com/page1/files/nov-2009#unique-entry-id-17
I own an iPod. 

I also own an advertising agency.

We get compensated to sell a client’s brand. 

Then, why am I doing my job for free for Apple?  They are not even my client!  Yet, I love their product.  Every chance I get, I take the opportunity to share with others that I own an iPod.  In that conversation, I tell them about all its functions and the numerous applications.  By the end of my conversation with them, I have either convinced them to buy one, or I have them contemplating purchasing the product.

I guess this shows I am a pretty good advertiser, but it also shows that the iPod is a pretty good product, since I advertise it for free. 

So, Steve Jobs, you owe me a pretty penny since I do most of my work for you on weekends, which will cost you time and a half.
]]>rrizo@thecartel.comNone2009-10-30T15:11:02-05:00http://www.thecartel.com/page1/files/oct-2009#unique-entry-id-16http://www.thecartel.com/page1/files/oct-2009#unique-entry-id-16The Cartel has been in San Antonio since its inception in 1994, but its people have been in San Antonio longer, some since they were born.  You don’t just live in this fine city, you are a part of this fine city. Our people, at Cartel, are part of the everyday people of San Antonio.  Our families know this city; our children are the next generation of this city.  We go to school and sporting events.  We eat downtown on the Riverwalk.  We know the latest in news about the city. We live and breathe this city. 

We have seen our great city grow and even with becoming a big city, we still have the same small city feel.  We have companies that have been around for years like The Original Donut Shop, Tip Top and Sea Island.  Landmarks that have been around for decades like The Alamo, Kiddie Park and the Tower of the Americas. 

We have also seen the addition, in recent years, of new companies, like Toyota and Rackspace, and the growth of long time local companies like Valero and AT&T.  We have seen the growth of a little party we call Fiesta.  We’ve seen all this because it is happening in our backyard. 

We are a group of like minded individuals but each of us bring a unique perspective to the table.  Each of our people at Cartel represents a part of this fine city.  We know this city.  We know the people.  We are the people.  We are Cartel.
]]>rrizo@thecartel.comNone2009-10-23T17:13:02-05:00http://www.thecartel.com/page1/files/oct-2009#unique-entry-id-15http://www.thecartel.com/page1/files/oct-2009#unique-entry-id-15Nickelodeon and Disney know this.

I say this, because it is true.

During the weekend, my wife and I like to catch up on some TV. Unfortunately, we are always busy with all the things we couldn’t get done during the week.

We run around the house and never get a chance to sit down and watch TV.

Luckily, we have children. Especially, my 7 year old who does not have homework and has plenty of time to watch TV. Of course, he picks the essential kid-friendly channels: Disney, Nickelodeon, Cartoon Network. He is hypnotized by the show he is watching and laughing on cue with the strategically placed laugh track. He also sits through all the commercials. Children his age are the last of the dying breed of people who will sit through all commercials. Younger children aren’t exposed to as much overt advertising in their preschool-targeted programming, and adults have learned to flip the channel or tune it out. Anyways, as my seven year old is watching these commercials, he immediately goes into salesmen mode. We hear a loud scream trying to get our attention. MOMMMMM!!!! DADDDD!!! As we run over to see if he is hurt or to find out what is wrong, we are caught off guard. Turns out he simply wanted to get our attention to catch the last few seconds of a commercial that he deems necessary for us to see. If we missed the commercial, he will give us his interpretation of what he just learned from the commercial. Either way, he will express the need for either of his parents to go out and purchase this product immediately.

It is amazing to see the enthusiasm in his face. He truly believes this purchase is a MUST. He sells it to us with all his heart. He uses the words in the commercial. He explains the benefits. He sometimes throws in his own benefits. It is amazing.

Now, perhaps I do need hair enhancement products, but I am too old and my wife likes me just the way I am, so I would not go out and buy them. But my son heard about a product that will cure premature baldness, so he needs to share that with his dad. Sweet.

He also has become quite knowledgeable about all of the latest video games out there and why it is a NEED to have them.

Children are great salespeople, because they have such good memories for those things that they like and such cute faces.

I admit some (ok most) of the time I am suckered into buying a toy or product that my son has sold be. But, I prefer not to think of it as a result of bad parenting but simply good advertising.

]]>rrizo@thecartel.comNone2009-09-25T17:03:09-05:00http://www.thecartel.com/page1/files/sep-2009#unique-entry-id-14http://www.thecartel.com/page1/files/sep-2009#unique-entry-id-14I am a mother of two pre-school age boys.  I am part of the new generation of mothers that feed their kids healthy, organic meals and only allow educational TV viewing i.e. Baby Einstein, Blue's Clues, Dora the Explorer and the likes.  You can find these shows on the Nickelodeon channel "Noggin".  These shows are on all day and are completely commercial free.  A true blessing for that generation of moms who want to ensure their children are only exposed to things that are good for them. 

But, my boys are getting older, and now they want to watch Sponge Bob and shows on other channels.  I figure "why not?".  So, the other day, I made the change to Nickelodeon.  My son was laughing along Sponge Bob’s antics, having a great time, when something happened; something that had never happened to him before. 

A commercial interrupted the show. 

He immediately became concerned. What happened to Sponge Bob?  Is he coming back?  What’s going on?  He pleaded.

I suddenly realized my son had never seen a TV commercial before. 

This was something I hadn't calculated into my equation of green veggies and quality programming.  And, the most bizarre thought: why didn’t I? After all, I work in advertising!! 

What have I done?!  I, along with my generation of moms, are going to ruin my industry!  The next generation kids are growing up advertising adverse. 

Already, current audiences record their TV shows, watch programming online and could pretty much avoid most types of advertising if they really tried.  But, I like my job.  How can we continue to capture an audience that is predisposed to shrug them off?]]>rrizo@thecartel.comNone2009-09-25T16:17:16-05:00http://www.thecartel.com/page1/files/sep-2009#unique-entry-id-13http://www.thecartel.com/page1/files/sep-2009#unique-entry-id-13Want some advice?  Seize the moment - Again!

With scholarly routine, sitcom season has arrived.  The new fall schedule is heaven sent for my wife and I, largely because we claim back our TV time from our sons.  It gives us a few hours to ourselves to enjoy a series while the kids are fast asleep. 

After all these months of b-rated television, prime time is back! And, prime time attracts more eyeballs. Stuck in the current economy, more will huddle in front of TVs everywhere, reminiscent of 1930's nuclear families, for moments of enjoyment.  With this thought, our messaging should, now more than ever, engage consumers.

Lets create products that make life simple again. Lets stick with messaging that is truthful and connects with our reality. Lets empower and reinvigorate our economy, our people.

Now is the time.
]]>rrizo@thecartel.comNone2009-09-21T16:27:27-05:00http://www.thecartel.com/page1/files/sep-2009#unique-entry-id-12http://www.thecartel.com/page1/files/sep-2009#unique-entry-id-12The Emmy's called out TV's fierce battle with the internet.  Will broadcast television be back next year?  Will internet finally replace TV? This year's Emmy's decided to face the future head to head.  And, gave us a pretty good argument for continuing our love for television. 

• Who wants to watch HD on a small screen when you have giant screen TVs.
• Who has the patience to wait for the inevitable "buffering" that only happens to slow things down during the video you're trying to watch and not the commercial you just had to sit through?
• And, who wants to lose it all to a dying battery?
  
  

Yes, the switch to internet seems inevitable. But, at Cartel, we're not too sure.  At least, not any time soon.  Times have changed, rapidly, in the last 2 years, and change is good.  But, change doesn't have to obliterate mediums that work for some (I could argue - work for the majority). The one constant, no matter what, is content, and that’s what we do best.

Mad Men series creator Matthew Weiner said it best as he accepted the show's consecutive best drama win "It is an amazing time to work in TV.  And I know that everything is changing, but I'm not afraid of it because I feel like all these different media is just more choice and more entertainment. It's better for the viewers in the end and I'm glad to be a part of it."

Take it from the ad man.
]]>rrizo@thecartel.comNone2009-09-08T11:44:06-05:00http://www.thecartel.com/page1/files/sep-2009#unique-entry-id-11http://www.thecartel.com/page1/files/sep-2009#unique-entry-id-11Whether it was news programs that gave it the spotlight or bloggers that gave it its start, social media is now taking big parts of traditional ad budgets everywhere. Something typically classified as public relations combined with the world wide web became the biggest awareness monster ever, and it’s run by the People. The ad industry was on the road to change, but the coming of social communities and social networking caught many by surprise.

Unprepared, to say the least. So now, many are scrambling to become experts. A lot of the social media “expertise” out there is simply trial and error. So, while everyone is trying to control this medium, claim it (back) and basically follow the known path of advertising “change”, we at Cartel believe it’s time to focus on real change. Let’s anticipate the change before it smacks us in the face.

Let’s talk about the impact social media has made and the after-shock its counterparts are experiencing and will continue to experience in the coming years. Social media has made us see that the ad industry was over-segmented and over-inflated. So, it begs the question, where will traditional media be in 5 years?

Sure, there are consumers that are not online (yet), but if the US population went from 9% online to 77% online in a decade, you can bet everyone will be online in a blink of an eye. So, what do we do?

At Cartel, we’re thinking ahead. We’re staying nimble. We grow with our audience cultures. We focus on creating the most relevant content for our clients. No matter where the internet leads us, there will always be a need for audio, visual or audio/visual content. Content is the new currency.
]]>rrizo@thecartel.comNone2009-08-24T17:47:28-05:00http://www.thecartel.com/page1/files/aug-2009#unique-entry-id-10http://www.thecartel.com/page1/files/aug-2009#unique-entry-id-10Summer is over and perhaps, it takes with it our economic slump.  As our children return to school, we, the parents, awaken to our regularly scheduled school routine.  What does this mean?

Well, for my family, it means:
·         NOT going to bed very late at night BUT going to bed at a decent hour
·         NOT eating at home everyday BUT eating out a little more
·         NOT sleeping in BUT waking up earlier
·         NOT staying at home as much as possible BUT driving to school and to practices and weekend games
·         NOT staying away from retail stores BUT buying clothing and supplies for school (all school year long since our children seem to grow faster during the school year)

There will come a change in the economy for the better.  This yearly awakening brings with it many economic opportunities.  Parents will:
·         Be shopping more, and shopping smarter than ever before
·         Go out to eat a little more often, looking out for the best deals
·         Be driving more, looking out for the best gas prices
 
Money will definitely start flowing again, and our economy will either hold at its current position or will perhaps start its very slow upturn.
  
But, what should marketers realize? 

This is the moment.  Seize it.

The main lesson of this economic awakening is that our success lies in our own marketing abilities.  Brands who give people a strong perception of value, those that understand a lifestyle, will enjoy the fruits of the beginnings of an upturn. 


-SS
]]>rrizo@thecartel.comNone2009-08-19T17:00:46-05:00http://www.thecartel.com/page1/files/aug-2009#unique-entry-id-9http://www.thecartel.com/page1/files/aug-2009#unique-entry-id-9
mul·ti·cul·tur·al
adj.
1. Of, relating to, or including several cultures.
2. Of or relating to a social or educational theory that encourages interest in many cultures within a society rather than in only a mainstream culture.

Google’s top ranking image when searching “multicultural” is this:

Pasted Graphic 3


So, if Google gets it, why doesn’t the ad industry?

I could argue that the ad industry defines “multicultural” as Hispanics, African Americans, Asians and everything under the sun…except the “General Market”.

What does this mean?

The “General Market” is made up of Caucasians, who are a mixture of culture in their own right. So, what’s so general about that?

Well, at Cartel, we’re tired of playing that game. We call it like it is. Multicultural advertising embraces races and groups. Multiculturalism is inclusive not divisive. Yes, we understand intrinsic differences, but we embrace them and find common threads.

We recognize cultures, we don’t create pseudo-barriers. We see the world how it should be. Full of People. People that talk, maybe in different languages, but they talk and listen just like you and me.

Cartel is in the business of cultural marketing.


]]>rrizo@thecartel.comNone2009-07-24T11:50:25-05:00http://www.thecartel.com/page1/files/jul-2009#unique-entry-id-8http://www.thecartel.com/page1/files/jul-2009#unique-entry-id-8On a recent family vacation to San Francisco, I was witness to our future as people living in the United States.  Our reality is no longer "interracial marriage", but simply, "marriage".  The only race children acknowledge is the Human race.  We're closer than ever to a life without boundaries.  Yesterday's dividing differences are today's cultural must-haves.  The people are united by differences in language and traditions, and together we grow.

Cartel embraces this change and is ready to talk to the people of tomorrow, today.

We are the People's Agency.


-SS

]]>rrizo@thecartel.comNone2009-07-13T18:20:05-05:00http://www.thecartel.com/page1/files/jul-2009#unique-entry-id-7http://www.thecartel.com/page1/files/jul-2009#unique-entry-id-7Taking a note from a well-known book, “Hey, Whipple, Squeeze This”, I find this advice rather timely. Twitter and Facebook have become synonymous with social movement. Marketers are rushing to get a piece of the free pie.

But, in the haste to have an online presence, brands are forgetting some key basics:

• Some forget about their voice and personality.
• Some become automated response systems on database collection mode.
• Some forget Web 2.0 basics.
• Others simply forget about the right People.

So, while everyone is running around “zigging”, you should “zag”. Now, “don’t be different just to be different. You must have a reason to ‘zag’”.

Stop and ask yourself: Is my target consumer really online? Is this the best way to reach them?

Whether your answer is yes or no, humanizing the brand is essential. And, that’s what Cartel, The People’s Agency, is good at.

A true online “relationship” needs to go beyond a one-time twitter coupon, or increased fan clicks. Connecting with People means humanizing a brand, connecting at every level and becoming a part of their lives, online and off. Online interaction should not be the essence of the relationship. Don’t forget People live outside the web, and offline connections must be memorable to have people seek you out.

Whether online or off, the focus must be on building lasting relationships with a human touch because once a brand becomes an online nuisance, the “block” button isn’t too far away.

-RR

]]>rrizo@thecartel.comNone2009-07-10T12:57:30-05:00http://www.thecartel.com/page1/files/jul-2009#unique-entry-id-6http://www.thecartel.com/page1/files/jul-2009#unique-entry-id-6Remember the days when a small boutique creative shop with innovative strategy was all the rage? Then came the trend of the “full”-service agency, the “one-stop shop”… where ad agencies were expected to do it all. These days the advertising space is constantly evolving. Social media, DVR’s, and the over-all adversity to “being sold to” are shifting the way brands can effectively interact with their consumers. Will there ever be a place for a small creative shop again?

The trend of the full-service agency seems logical. For clients, the benefit is having a single point of contact and a synergistic campaign at all touchpoints. For agencies, the benefit is getting the whole pie instead of just one piece.

But at the end of the day, neither the client nor the agency is really maximizing the potential. Clients are charged higher rates because agencies need to cover huge overheads to keep a large multi-disciplined staff on hand. And, full-service agencies are never really able to focus on one thing they are really good at and work towards being the absolute best.

As a small agency, trying to adopt capabilities that aren’t intrinsically there is counter-productive. Jim Collins, author of Good to Great, says “[It] is not a goal to be the best, a strategy to be the best, an intention to be the best, a plan to be the best. It is an understanding of what you can be the best at.”

So, how can an agency that has always been great at strategy and creative compete in a world where a new advertising discipline pops up every few months?
At Cartel, we are trying something new.

We’re gonna keep doing our thing. We are the gatekeepers of the brand strategy and creative identity…after all, that’s what we’re best at and that’s what’s most important. But, we will also give our clients the ability to get best-in-class work in any discipline by forming strategic alliances with other agencies that specialize in the tactical execution of various disciplines. We’re still the one point of contact that the client goes to for all their needs, without the need to be a “jack of all trades and a master of none”.

This benefits the client because they avoid paying large agency rates and have brand synergy at all touchpoints.

This benefits us because we can focus on what we’re good at, have access to best-in-class resources without having to employ an in-house staff of thousands, and deploy only those services that make the most sense for the brand.

Cartel’s agency model means clients don’t have to sacrifice quality for convenience. Makes sense to us.

:AL



]]>rrizo@thecartel.comNone2009-06-26T12:54:29-05:00http://www.thecartel.com/page1/files/jun-2009#unique-entry-id-5http://www.thecartel.com/page1/files/jun-2009#unique-entry-id-5The once-minority is becoming the majority; social media and p2p communications are changing the way people communicate and the way they receive messages about your brand. The question of who do you now target and how do you reach them is not a cut-and-dry proposition anymore.

In this environment, your delivery method can (and must) be as creative as your messaging. You can no longer create a TV/radio/print/internet campaign; you must create a consumer-messaging platform – an idea that can be executed at any touch-point, any way you see fit.

In this environment, the idea reigns supreme and mediums are chosen based on the touch-points that best reach the consumer. This isn’t to say the idea is exactly repeated across all the chosen touch-points. In order to truly be effective, we have to understand the strength and opportunity of each touch-point in relation to the consumer and then decide how that works with the messaging platform. Everything needs to have a reason for being and needs to serve the overall platform.

For a while, the buzzword was “360 degree marketing”, surround your target with your messaging. The idea is solid but can be very wasteful. You don’t need to surround your target with your messaging, you need to pick the touch-points that have the most impact and utilize those. Notice that we have repeatedly mentioned touch points as opposed to mediums. That’s part of the beauty of a messaging platform; it is not restricted to established mediums, the touch-point determines the medium, not the other way around.

In all honesty, there’s no reason to stick with an established medium, in fact, it’s more impactful if you don’t. Bring the brand and consumer together in that specific moment, in the most effective way possible, if a medium doesn’t exist to do that – create it. If the consumer feels like they, as an individual, are being spoken to, as opposed to being spoken to as part of a blanket message, then you have a real chance to create a relationship.


:CM


]]>rrizo@thecartel.comNone2009-06-19T11:55:40-05:00http://www.thecartel.com/page1/files/jun-2009#unique-entry-id-4http://www.thecartel.com/page1/files/jun-2009#unique-entry-id-4Twitter has already existed. We use to refer to it as sound bytes, memos, headlines. “Twitter” is just an evolution in the way our modern ping-pong brains likes to digest information.

Where twitter has excelled is putting like-minded people together and having them receive personally relevant messages in near real time. That is the true power of twitter.

Even though every modern client is asking about it, I have my doubts. The only way twitter works is, if there is a demand for what you are twittering about. This is great for getting the news out about something an audience cares about, like their favorite band coming to town, or a special price drop on ground beef at a grocery store. But to bother them non-stop with fluff spam messages to keep a brand top of mind, that’s annoying and eventually they will ignore you. A brand must really know their consumer and respect them, giving them a reason to follow you.

My predication is that twitter will run it’s course, but the exercise of listening to your consumer and crafting simple messages that benefits them, can have a great impact for both.
Before you Tweet, think. What makes you interesting to others? What do you have to offer? What are people wanting to hear from you? Do I really need to say this? Because it’s not about you, it’s about them.

:AG

]]>rrizo@thecartel.comNone2009-06-19T11:51:02-05:00http://www.thecartel.com/page1/files/jun-2009#unique-entry-id-3http://www.thecartel.com/page1/files/jun-2009#unique-entry-id-3Social media. The brain teeters on Twitter and Facebook.

Reality check.
Being social doesn’t mean social media. Being social means people naturally exist in and are part of cultures; many times a range of cultures that are shaped by interests, passions, environments and even thoughts. The global transformation happening in front of our eyes is simply the internet making it easier to form these cultures and interact within them. But, social cultures aren’t new. The increased need to be social created social media.

Unfortunately, the marketer or ad guru has been doing it all wrong. Many times, in the quest for “targeted” work, they miss the real connection. “Targeted” usually means thinly sliced and analyzed, and many times, this creates an immobile consumer.

Social cultures are exactly the opposite of this. They’re mobile, fluid and in constant flux. Understanding the workings of a social culture allows for creative flexibility and accurate relevance. There is no consumer mold. Social cultures focus on fluid people.

Because there is more awareness of social cultures today, it’s important to know how these cultures interact and change in order to develop the right creative touchpoints without wasting money. And, with equal importance, follow a simple measurement tool for results that makes the agency a true partner with its client.

This is what we, at Cartel, believe in. We’re people that know how social people work.

:RR


]]>rrizo@thecartel.comNone2009-06-04T15:18:18-05:00http://www.thecartel.com/page1/files/jun-2009#unique-entry-id-1http://www.thecartel.com/page1/files/jun-2009#unique-entry-id-1I am not a writer. A talker, maybe..A doer, yes..A listener, absolutely. I can definitely write an email, an occasional note, a card, a list of things to do. I’m sure you can see the pattern.  I can write simple things, but to write something in a way that I can maintain the readers interest through the entire story, WOW! This, I know, is not my strength.

Don’t get me wrong, I do have strengths, but again, writing, especially in this format, is not one of them.  In these areas that are not my strengths, I may know just enough to be dangerous.

The point here is: it is not good practice to simply get something done, but to get it done the best way...the right way...the first time.
Does the fact that I am not a writer make me weak?  Absolutely not.

Acknowledging that I don’t have certain strengths is in itself a strength. In fact, embracing other people¹s strengths is what makes me stronger.  And, it is this revelation that has helped shape my way of living, as well as how I run the Cartel.  And, it is this that I do care to write about.

Look, Cartel is made up of different people, each with their own strengths. When it comes to servicing a piece of business, the company relies on each person’s strengths in their respective disciplines (i.e. Account Service, Creative, Production, Traffic, and Finance) for which they were hired. However, our client¹s brands aren’t the only brands Cartel has to think about. 

The most important brand is the one that is servicing these clients. Cartel.
How do we make Cartel the strongest it can possibly be as a brand and as a company?

The answer is simple. I will do it all. Wait a minute, didn¹t I just admit that I don’t have certain strengths.  This would not be the right solution, especially since it does not develop a sustainable culture.

The right answer is to involve all of the “people” at Cartel.  The goal is to inspire each of them to use their strengths in both advertising and beyond, so that we, collectively, come up with the true meaning and direction for Cartel. In this case, I have the most powerful thinking machine. With everyone’s commitment of their mind, heart and soul, they all now have ownership in what Cartel is.  It becomes our Cartel.  I have strengthened myself by tapping the strengths of others.  Strength in numbers...Trust in the people...Cartel is people.  This is the Cartel’s advantage.  

And, a strong and solid culture is born.

Sean
President &CEO
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