Great Advice from KR

We've posted about Kevin Roberts before (he's the CEO of Saatchi & Saatchi worldwide) but I loved his recent post so much I had to blog it.

Roberts talks about how easy it is to become sidetracked - especially during a stressful, economic time. There is always so much going on, too much work to get through in the day and not enough time to really think about the things that matter - in life and in work. So how do you overcome the stress and the huge pile of papers on your desk?

Make a list.

Kevin suggests these 5 key things for your list (that you should make Tomorrow):

1. Refer to your 100 Day Plan. (Saatchi operates under the idea of creating 100 day plans in order to accomplish the important goals that can't wait. I love this idea and think it has huge potential wherever you work)
   
2. List what needs to be done next.
3. Start each item with a verb. You want a list of real, physical actions you will take.
4. Cross off at least half the items on your list. Decide what’s to go and what’s to stay based on importance, not urgency.
5. Get started.

Simple, straightforward and upfront.

It's funny but isn't this exactly how great campaigns are created? A single-minded message, a straightforward brief and a strong point. Most importantly, great work requires focus. Ignore the stuff around the edges and just focus on what matters.

But remember, write it down first.

KR Connect

A friend and co-worker recommended that I check out Kevin Roberts (Global CEO of Saatchi & Saatchi) blog. I've been reading it now for a few weeks (and was ashamed that I didn't know about it sooner). It's a great perspective straight from the top of an agency network.

I don't think we see enough blogging from the top executives across our industry. Some don't want to (it's a bit too personal), others fear the potential of their own writing (who knows what junior PR reporter could pick up and spin) but most simply don't [think they] have the time to blog - there are bigger things to worry about. And in most cases, there are.

But blogging as a top executive makes a difference. A big one.

For starters, it shows clients (current and potential new ones) where you stand. It gives them a personal look at what you believe in outside of the 2 hour final pitch presentation. It proves that you are in the digital space and not afraid to share your opinion, engage others and answer questions from around the world about your company, brand beliefs and ideas.

It also helps your current staff understand what you're thinking about, what you are interested in, what gets you up in the morning and shows them how you want to lead your company. It's a place to share your feelings and show that you are in touch with everyone who works with you. It gives them a chance to comment, share and discuss their own ideas with you. And it's a lot easier (and more comfortable) than booking a meeting in your busy schedule.

Mr. Roberts, writer of the industry hit Lovemarks, writes about everything in his blog. From movies to trends, farewell's to ideas, it's his place to share what he wants. And it makes a difference.

This global CEO could have given a thousand reasons about why he shouldn't start a blog. He's 60, in charge of over 7,000 people across the globe, managing a team in a recession and travelling everywhere.

But he didn't.

He went to Blogger, started an account and got moving. He doesn't publish everyday and misses weeks here and there, but his posts are thoughtful, true and well written.

I don't know how many people in the world read it. I don't know what people at Saatchi think of it. But leaders don't talk about what people should do. They lead by example.

Are Interaction Designers part of your agency?

Agency 2.0, Interaction Design and Renaissance People
Back to interaction designers. Here's a concept worth thinking about: many of them don't want to work for your ad agency. How do I know this? Because I talk to them daily. The most common response I get is, "Why would I want to work on a constant stream of microsites and promotions?" Interaction designers thrive on long-term project engagements. They yearn to sink their teeth into complex problems, wrapping their heads around how they can help solve them.

An agency environment that churns out digital program after program is less appealing -- especially when there are opportunities to go work with a start-up, a non-agency or even, perhaps, the future Googles of the world. In an industry built off of the copywriter-art director dynamic duo, it's time to think about talent in terms of "Renaissance people." Many interaction designers fit this bill.

Get Serious About the Intersection of Design + Technology
So what's an agency to do? Case studies such as Nike +, Domino's Pizza configurator and Harley-Davidson's trip planner point to a future where interaction design plays a significant role.

We need to capitalize on the opportunities to move brands beyond typical marketing campaigns into more of a "micro-interaction" model. We can actually create models of engagement that are sustainable over time. This is where the opportunities lie and we have to get serious about it if we want to attract the talent I'm describing.

Some agencies are seeing the writing on the wall. Crispin, for example, sponsored the conference for interaction designers. A recruiting opportunity? Perhaps. But one thing is for sure -- moving a brand forward will be measured by the interactions a person has with it and technology plus design will play a critical role. That's brand 2.0 in an interactive world.

Micro-interactions
Micro-interactions are the everyday exchanges that we have with a product, brand and service. Each one, in and of itself, seems insignificant. But combined they define how we feel about a product, brand or service at a gut emotional level. In the case of Google, each time it helps us find what we are looking for, view a map, send an e-mail or connect with a friend, it deposits a positive impression in our memory banks. Kevin Roberts expresses a similar sentiment in his book "Lovemarks":

"Lovemarks transcend brands. They deliver beyond your expectations of great performance. Like great brands, they sit on top of high levels of respect -- but there the similarities end.

Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can't live without. Ever."

All You Need Is Love?
Sounds all syrupy sweet and romantic right? Who wouldn't want to have a "lovemark brand?" And who wouldn't want to work with one? Only there's a bit of trouble in paradise here. Back to the example of Google, and maybe even more appropriately the whole host of 2.0 web applications that are shifting consumer behavior, there is a core discipline that is fueling this movement: interaction designers.

Call them information architects, experience designers or Jack or Jane -- they are the design geeks who love to sweat the details. They care about "micro-interactions" and toil away at the building blocks of what actually results in a "lovemark" in the end. We love to use applications that help us do things like plan vacations, find old friends and share our passions with the world. The ad industry has made a big mistake in the past by thinking technology was for geeks. Technology, in fact, is a love affair.

Original article from AdAge.