There are lots of creative writers in the ad business.  But what separates the good from the bad from the ugly is radio.   I know what you're thinking. Radio? Who gives a damn about radio? I do. Why? It's easy to write but extremely difficult to write well. It takes comedic timing and imagination. It takes experience in casting and directing talent. Try to think of a radio spot you've heard recently that you remember.   (Pause for 10 seconds.) Uh, huh. That's what I thought. Very few in this business possess the talent to crank out great radio spots time after time. I respect those who can -- like Luke Sullivan, who created one of my favorite radio spots for The Dunwoody Institute ten years ago. I still remember it today.   Listen to the sound of creative genius. Dunwoody Radio

Creativity in advertising is too often extinguished by marketing directors who either don't get it or are too nervous to approve it. What if somebody complains? What if I get a phone call? What if one of my co-workers says something negative? I admire the ones who were born with tough skin and beg for creative that makes them nervous. They hunger for fresh ideas and breakthrough concepts. They understand that the attention it receives in the marketplace may ruffle a few feathers but that it will ultimately grab viewers by the throat and generate sales. When I see amazing ads that push the envelope and quicken my pulse, I often think about the marketing director who said, "I might take some heat for this, but I love it. Let's do it." They are the unsung heroes of the advertising world. An example would be the Burger King Whopper Sacrifice campaign created by Crispin Porter. Basically, you delete or sacrifice 10 of your Facebook friends to get a free Whopper. Brilliant. Bold. And effective. Facebook eventually pulled it down but not before hundreds of thousands of viewers acted.

Patience is one virtue I have never owned.   I am the guy standing in front of the microwave saying, "C'mon. Hurry up, dammit." I can't stand sitting at red lights. I dread sitting in a doctor's waiting room and I've even walked out if I've been sitting longer than a half-hour. Long lines for anything make me itch. I love speed. Fast cars. Drive-thru restaurants. High-speed Internet access. One of my favorite moments in life was flying in an F-16 at 550 mph -- only 500 feet above the ground. The notion that faster is better is not new. But in order to compete, companies today focus on the younger generation's craving for immediacy. If your mobile device takes five seconds longer to download than mine, your technology is archaic. If it takes you more than 10 seconds to send a text, you're ready for the retirement home. It's important to understand this mindset when developing marketing materials. Consumers don't have the time or patience to wade through copy-heavy ads or sites. They want the benefit now. If you don't get to the point quickly, they are gone. It's best to keep paragraphs short and use bullet points. Also, especially in Web copy, keep it conversational. The old way of over-the-top sales messages and corporate chest pounding are poison to today's consumer. Bugatti Veyron: 267 mph, 0-60 in 2.5 secs. 8 Liter W16 Engine with 1200 hp. Base price is $1,700,000.

I admit it. I have a fascination with writing utensils. I probably won't notice your new Gucci suit or $200 tie. I could care less about your new diamond ring or Rolex watch.   But my interest will be piqued if you are holding a cool pen.   To be clear, I'm not talking about a pen that has an LED that flashes or a clunky flag for a cap. I'm talking about applying creativity to the very thing that has given birth to great ideas for thousands of years. I can tell a lot about a person by the kind of pen they are using. There's the nervous type with the plastic cap of their pen chewed to shreds. There's the freebie king  -- writing with one of their many corporate logo pens. There's the sophisticate who uses an expensive but unglamorous pen.  Personally, I prefer my Simpsons "Homer Peel" pen from Acme Studio. http://www.acmestudio.com/acme_products/designer-accessories.htm

Wise Words I've been around the business long enough to have accumulated a healthy list of favorite clients, co-workers, ads, accomplishments, etc. Stored somewhere in the back of my brain, you'll also find a list of my favorite quotes that pertain to the ad business. First and foremost -- a quote that creatives everywhere will relate to: "Great spirits have always found violent opposition from mediocre minds," from Albert Einstein. These prophetic words, although not specific to the advertising industry, explain the difference between great work and yawner wallpaper. To me, mediocre minds have no place in this business -- and I've seen my share. Many times great ideas are extinguished by the words "the client will never go for that." There are times when a client will say, "I love that idea! But we could never do it." As a creative, I detest the word "can't" and prefer the words "how can we make this work?"  Too often, great ideas are killed quickly and mercilessly by people who are comforted by "business as usual" or a "don't rock the boat" mentality. Think about it. What if someone said that the Budweiser frogs had nothing to do with selling beer? What if someone would have killed the Burger King Subservient Chicken because it was a goofy idea and a waste of money? Take a look at the most famous ad of all time -- Apple's Macintosh commercial 1984. Did someone say, "This is a terrible concept. Where are the happy people using a computer? In fact, where is there a shot of computer at all?"  These examples represent creative thinking that was fresh, innovative and unexpected. That is what gets attention and builds a brand. http://www.youtube.com/watch?v=R706isyDrqI

Let me begin by admitting that I am not an avid book reader. I read newspapers, trade journals, blogs, a handful of my favorite websites and a few select magazines. I have a dozen books scattered about that I started but can't seem to finish. But there is one that I'm actually rereading. And if you truly love the business of advertising, it's a book that will give you insight into a world rarely seen outside of agency walls. To me, quite frankly, it should be required reading in every college advertising/marketing program. It's called Where the Suckers Moon, by Randall Rothenberg. It was published in 1994 but the story is still informative, fascinating and relevant to advertising today. The Subaru Story Rothenberg was a former advertising columnist for the New York Times who had unprecedented access to the agency review process for the Subaru account. Several chapters are dedicated to the history of the car company -- which is incredible on its own -- but the thing that stands out to me is how Weiden and Kennedy won the account as an enormous underdog. They were up against the biggest and best agencies of that time. They weren't flashy. They weren't very big. They wore jeans and sport coats to the presentation. But what made the difference in the end were ideas. The others came in with the same research. The same tired ideas. The same expected strategies. But W&K stood out because they dared to break the mold and offer a fresh approach.  It's this philosophy that propelled W&K into becoming one of the top agencies in the world. And, quite simply, it's really the true core of what this business is all about. Shut up. Really? I'm willing to put my money where my mouth is. The first three people who leave the comment "Gimme, gimme, gimme" will receive a free copy of the book. After leaving your comment, e-mail your mailing address to gahrens@skar.com. Sorry, SKAR employees are not eligible.

Over the years, I have interviewed dozens of college graduates looking for a job in advertising. Maybe I'm too picky, but it seems like the pool of ideal candidates has all but dried up. Recently I interviewed a person who didn't even bring a resume or portfolio. They just wanted a job in advertising. So I started thinking - what do I want out of a prospective new hire at SKAR? I want someone who didn't get straight A's in college. I want someone who has struggled and worked three jobs to get through school. I want someone who makes me laugh out loud. I want someone who has some kind of musical background. I want someone who has a passion for advertising and would sell his/her soul to get a crack at working at my agency. Not just any agency - SKAR. And they better be able to tell me why. They also better be able to name at least three of our current clients. And for God's sake, they better not tell me they don't care where they work in the agency. I want someone who will turn down $50, 000 to be in account service so they could take a minimum wage job as a copywriter. I want someone who has joined the local ad club. I want someone who is hungry to do great work and try new things. I want someone who will go to the monster truck show or opera with equal enthusiasm. I want someone who can come up with ideas so bizarre, they border on psychotic. I want someone who has several hobbies. I want someone who can quote David Ogilvy and Leo Burnett. I want someone who will come in to work on the weekend without telling me they came in to work on the weekend. I want someone who plays well with others at the agency. I want someone who has a portfolio filled with stuff they created on their own - outside of school. That's what I want. Is that too much to ask?

Wondering what to do with those millions you just won from the lottery?   Could I interest you in your own Caribbean island? Yep. For a mere $25,000,000 you could own a 225-acre paradise near the Fiji islands. White sand beaches, 9-hole executive golf course, runway, private villas. Think of the parties you could throw.   Think of all the new friends you would make. Think how jealous your neighbors would be.  What's my point, you ask? I think it's good to dream once in a while. It's good for the soul. It stretches the imagination and enhances creativity. If you'd like to visit my future island, go to: http://www.privateislandsonline.com/katafanga-island-fiji.htm

I have chosen a site to be dubbed the world's coolest.   As you can imagine, it wasn't an easy decision.   There are thousands of sites that have cool videos or photos or whatever. But there is one site that showcases everything cool - from  design and architecture to gadgets and food. It's called, appropriately, The Cool Hunter. The cool Ads section features unique, unusual and creative ideas from around the world. It's worth a bookmark and a weekly visit. http://www.thecoolhunter.net/ads

Every so often, I run across some vintage TV spots produced by SKAR. Since we've been around for nearly 50 years, the reel is long and filled with Omaha classics. Recently, I saw a spot we produced sometime in the 80's for Runza restaurants. Grease dripping off the burgers and polish sausages. Fried onion rings. French fries made with artery-clogging oil.   Oh, how I miss you. This spot makes my stomach growl and salivary glands cry. Sure, a crazy, creepy Burger King character might grab attention, but it doesn't light a fire under my taste buds and entice me in like a soft bun pressing down on a slab of sizzling beef on a greasy griddle. You be the judge. Watch the video. Warning - if you are a health nut, you may want to shield your eyes.Runza Burger

I know. I know. I'm seven days late posting my blog. My apologies to the thousands of followers who have angrily, yet patiently waited for my magical, thought-provoking insight. I sincerely apologize for the sleepless nights and nerve-wracking anxiety I have caused. And speaking of distress, it's that time of year when ad agencies are barraged with ad competitions. There are hundreds. Some are specific to TV, radio, outdoor, Web, small agencies... the list goes on and on. Back when I was young and awards-horny, awards meant everything to me. It was something that reaffirmed that I actually belonged in this business. Don't get me wrong, I still like winning awards, and I savor every page of The One Show winners' book. But that euphoric feeling begins to slowly fade away as the years roll by. I'm not sure why. I think some of it has to do with the subjective judging. I've had work that won in the national New York Festivals but not the local Addys. I've judged lots of awards shows and rarely do all the judges agree on which entries are best. I've seen awards go to work that, quite frankly, I would be embarrassed to be associated with. I recently ran across an awards program for the Omaha Artists and Art Directors Club. The year was 1961. A "Distinctive Merit Award" went to Allen & Reynolds (which later became Smith, Kaplan, Allen & Reynolds). I thought about entering it in some of today's award shows just to mess with people and see what happens. Who's with me?

There are lots of creative writers in the ad business.  But what separates the good from the bad from the ugly is radio.   I know what you're thinking. Radio? Who gives a damn about radio? I do. Why? It's easy to write but extremely difficult to write well. It takes comedic timing and imagination. It takes experience in casting and directing talent. Try to think of a radio spot you've heard recently that you remember.   (Pause for 10 seconds.) Uh, huh. That's what I thought. Very few in this business possess the talent to crank out great radio spots time after time. I respect those who can -- like Luke Sullivan, who created one of my favorite radio spots for The Dunwoody Institute ten years ago. I still remember it today.   Listen to the sound of creative genius. Dunwoody Radio

Creativity in advertising is too often extinguished by marketing directors who either don't get it or are too nervous to approve it. What if somebody complains? What if I get a phone call? What if one of my co-workers says something negative? I admire the ones who were born with tough skin and beg for creative that makes them nervous. They hunger for fresh ideas and breakthrough concepts. They understand that the attention it receives in the marketplace may ruffle a few feathers but that it will ultimately grab viewers by the throat and generate sales. When I see amazing ads that push the envelope and quicken my pulse, I often think about the marketing director who said, "I might take some heat for this, but I love it. Let's do it." They are the unsung heroes of the advertising world. An example would be the Burger King Whopper Sacrifice campaign created by Crispin Porter. Basically, you delete or sacrifice 10 of your Facebook friends to get a free Whopper. Brilliant. Bold. And effective. Facebook eventually pulled it down but not before hundreds of thousands of viewers acted.

Patience is one virtue I have never owned.   I am the guy standing in front of the microwave saying, "C'mon. Hurry up, dammit." I can't stand sitting at red lights. I dread sitting in a doctor's waiting room and I've even walked out if I've been sitting longer than a half-hour. Long lines for anything make me itch. I love speed. Fast cars. Drive-thru restaurants. High-speed Internet access. One of my favorite moments in life was flying in an F-16 at 550 mph -- only 500 feet above the ground. The notion that faster is better is not new. But in order to compete, companies today focus on the younger generation's craving for immediacy. If your mobile device takes five seconds longer to download than mine, your technology is archaic. If it takes you more than 10 seconds to send a text, you're ready for the retirement home. It's important to understand this mindset when developing marketing materials. Consumers don't have the time or patience to wade through copy-heavy ads or sites. They want the benefit now. If you don't get to the point quickly, they are gone. It's best to keep paragraphs short and use bullet points. Also, especially in Web copy, keep it conversational. The old way of over-the-top sales messages and corporate chest pounding are poison to today's consumer. Bugatti Veyron: 267 mph, 0-60 in 2.5 secs. 8 Liter W16 Engine with 1200 hp. Base price is $1,700,000.

I admit it. I have a fascination with writing utensils. I probably won't notice your new Gucci suit or $200 tie. I could care less about your new diamond ring or Rolex watch.   But my interest will be piqued if you are holding a cool pen.   To be clear, I'm not talking about a pen that has an LED that flashes or a clunky flag for a cap. I'm talking about applying creativity to the very thing that has given birth to great ideas for thousands of years. I can tell a lot about a person by the kind of pen they are using. There's the nervous type with the plastic cap of their pen chewed to shreds. There's the freebie king  -- writing with one of their many corporate logo pens. There's the sophisticate who uses an expensive but unglamorous pen.  Personally, I prefer my Simpsons "Homer Peel" pen from Acme Studio. http://www.acmestudio.com/acme_products/designer-accessories.htm

Wise Words I've been around the business long enough to have accumulated a healthy list of favorite clients, co-workers, ads, accomplishments, etc. Stored somewhere in the back of my brain, you'll also find a list of my favorite quotes that pertain to the ad business. First and foremost -- a quote that creatives everywhere will relate to: "Great spirits have always found violent opposition from mediocre minds," from Albert Einstein. These prophetic words, although not specific to the advertising industry, explain the difference between great work and yawner wallpaper. To me, mediocre minds have no place in this business -- and I've seen my share. Many times great ideas are extinguished by the words "the client will never go for that." There are times when a client will say, "I love that idea! But we could never do it." As a creative, I detest the word "can't" and prefer the words "how can we make this work?"  Too often, great ideas are killed quickly and mercilessly by people who are comforted by "business as usual" or a "don't rock the boat" mentality. Think about it. What if someone said that the Budweiser frogs had nothing to do with selling beer? What if someone would have killed the Burger King Subservient Chicken because it was a goofy idea and a waste of money? Take a look at the most famous ad of all time -- Apple's Macintosh commercial 1984. Did someone say, "This is a terrible concept. Where are the happy people using a computer? In fact, where is there a shot of computer at all?"  These examples represent creative thinking that was fresh, innovative and unexpected. That is what gets attention and builds a brand. http://www.youtube.com/watch?v=R706isyDrqI