Usually I use this blog to write about cool marketing stuff or a big event happening in my life. Never have I used it to express a political view. I don’t mean to start now but there’s no doubt my view on Arizona’s new immigration law will surface in the next few paragraphs as I recount what happens when you move across the country moments before Arizona hits the national spotlight.

I don’t care what anyone says, perception is reality. It’s unfair, it’s ridiculous and it’s unfounded but right now everyone thinks Arizona is full of racist idiots (and that’s being kind considering what I’ve heard). Is it harsh? Absolutely. Misguided? No question. But as far as the vast majority of people I’ve spoken with over the last week, it’s also reality.

An interesting thing is happening. As I’ve made my way through the city meeting new people from my apartment to my job the conversation always turns to AZ. A couple of weeks ago it was about the heat. Now, it’s about the people. “Are they really that crazy?” “Is it really a police state?” These questions are of course, ridiculous. I lived there almost fifteen years and had a great time, made amazing friends, and had incredibly diverse cultural experiences.  But to people here, and likely everywhere else, that doesn’t matter. Perception is reality.

I thought Meghan McCain’s article in The Daily Beast was interesting. We certainly agree that the law is misguided and while we disagree on a few other points, I’d say where she fails is in her title. She says, “Hate the Law, Not Arizonans.” A completely reasonable standpoint and one I agree with. Unfortunately, it’s not going to happen. Why? Perception is Reality. 

I feel bad for my friends in Arizona who both support and oppose the bill. Both sides are suffering more than they know and even though it might be through the ignorance of others they’re suffering nonetheless. It’s embarrassing to hear what other people think of my home state and I’m compelled to defend it on behalf of the great people I know and love that are still there.  

But then I think about the ramifications of the bill and what it means to all of my friends and family, especially those who suddenly have a whole new worry in their lives and I wonder if I should be defending Arizona. I’m not making excuses or trying to start an argument about how we got into this mess either. I’m simply talking about the present. The perception is Arizona has lost its mind and reverted back to a time where the color of your skin dictated your freedoms. Fair? Honestly, I’m not sure anymore. Perception seems to be turning into reality.

A lot of times those of us in the “Word of Mouth Marketing” business get a little too hung up on the bells and whistles. Sure, social media is great and all of the new technology that sprouts up every day often helps us better communicate.

But we too often lose sight of how simple our job really is. Help someone share. That’s it. As the definition states, just give them a reason to talk. It’s why I’m particularly excited about an idea I was lucky enough to have contributed to with my friends at Park&Co in Phoenix.

Few things spark Word of Mouth like a good deed. Think about it. If someone goes out of their way to do something good for you you’re not only likely to remember it and share the experience but you’re likely to pass it along or “pay it forward” too. So before I left Park&Co for New York City we wanted to come up with an idea that did just that. Screw all the marketing bullshit what could we do that actually just helped people.

Enter the Park&Co Good Deed Tickets. The idea? Do something nice. Whether it’s buying someone a cup of coffee or helping our fellow man on the street these good deed tickets remind those holding them it’s their turn to do something nice.

Maybe you’re a cynic. You’re thinking, “So you’re going to buy me a cup of coffee and in response I’m going to get a slickly branded leave behind?” Our first response would be “Wow, thanks we’ll tell the designer you like his work.” Then we’d follow that up with, “Yes, you’re right. We’re going to buy you a cup of coffee and in response you’re recieving a ticket to remind you that every now and then it’s ok to do the same.” We think that’s ok and we’re willing to take the risk at a time when Phoenix residents could use some good mojo.

And personally I’d say, “Shut up and drink your damn coffee.” Then as a Word of Mouth Marketer I’d say, “And don’t forget to tell everyone about it.”

Today is my last day at Park&Co. It snuck up way faster than I anticipated and has definitely given me reason to pause and reflect.

As the move to NYC nears I thought I’d take some time to personally thank and recognize a few people who have gotten me to this point.

Five years ago I walked into Moses Anshell with horribly pleated pants and a sweater vest to meet with Jos Anshell. I really had no business even having the meeting. At that point I was still in school and had no idea what I was doing but after a long conversation Jos looked at me and literally said “what the hell.” Jos took a leap and hired me on the spot to contribute to a PR team going through a major transition. Along with an equally inexperienced and clueless guy, I figured out what I was doing enough to gain people’s trust and actually figure out what I was doing (sort of). My time at Moses Anshell provided some of my greatest professional successes but more importantly led to lasting and meaningful friendships.

There are too many to name and I apologize for leaving some of you out but I’d personally like to thank a couple of you. First, that clueless and inexperienced guy was Jeff Goodman. Immediately Jeff and I identified with each other - neurotic, short, fear of public restrooms, horribly awkward with women. Jeff has always been there (including officiating my wedding as pictured below) and I owe him a lot. Whether or not we play Tiger Woods golf from a distance I know we’ll always be close friends (if only because I owe Jeff something and there’s no way he’ll let me forget).

Secondly, Chip Scutari and Dave Cieslak. How you two have managed to even be somewhat successful is beyond me. Say what you will about them (horribly dressed, bald, overweight, and obnoxious for a start) but these two are the most loyal guys I know. Always there (sometimes unfortunately) and always willing. Chip and Dave, you’re welcome for all of the guidance I’ve given you. I know it will be tough without me.

When I thought about leaving Moses Anshell I knew it would only happen if I found the perfect situation. I did. I know I’m young and there’s a lot ahead of me but I’m confident in saying Park&Co will be the greatest place I will ever work. Everyday I was surrounded by incredibly talented, nice and supportive people (don’t overlook nice). Though the pleats gave way to flat fronts, the sweater vest and cluelessness remained as I told Park Howell I wanted to do something called “Word of Mouth Marketing.” Park said “cool, that sounds fun” and he never waivered from that attitude as I launched my own WOM department. I succeeded a lot, screwed up even more, and no one at Park&Co ever questioned what I was doing. It speaks volumes about an organization turning the corner to become one of the best in the market.

Again, my apologies for not recognizing everyone but first and foremost I’d like to thank Park Howell. Park’s unwavering enthusiasm and trust are qualities I’ve made a point to integrate into my own life. If you don’t know him, meet him. I promise you’ll be better for it.

One thing I always lacked in my career was a mentor. That is until I met Luis Medina. Funny thing is Luis and I aren’t even in the same department. Luis is our Creative Director and he’s the smartest, most creative guy I’ve ever met. His guidance was always spot on and I learned more from him than anyone else before. He also once told me to wear a suit to an event where upon arriving I realized everyone else was wearing jeans. Well played Sir.

Lastly, Tarah Eland. Tarah has what I’m convinced is the hardest job in any agency - traffic manager. Her personality and disposition made her incredibly easy to work with (despite what she may think) and a true friend for life.

Shawn Hardy’s a good guy too. Super talented but he’s tall which immediately disqualifies him from further praise.

I know there are a ton more people responsible for my success and I’m sorry I wasn’t able to get to you personally but understand that without each and everyone one of you I would not be where I am today or where I will be come Monday. You’ve all had a tremendous impact on me personally and professionally. Thank you for everything you’ve done and will do. I truly appreciate it… unless your name is Chip or Dave in which case I’d rather you just leave me alone and quit begging for office supplies.

They say nice guys finish last and a lot of times I think that’s true. It’s hard to be a nice guy in today’s world, especially in business. Just look at Washington, Wall St. and Main St. I think we’d all agree most of the “nice guys” are on Main St and where are they finishing right now? That’s what makes it even more gratifying when a true “nice guy” finishes first. Such was the case last weekend when the crowd at the 25^th Annual ADDY Award’s rose in unison to salute Park Howell as he made his way to the stage to accept the award for the 2010 “Ad Person of the Year.”

It’s not easy being nice. In fact, it’s really hard. It’s far easier to be an asshole. But that’s not Park’s style. Park’s loyalty and modesty are the traits that dominate his disposition. Client service and integrity dominate his agency. Honestly, it’s why it’s taken awhile for Park&Co to get noticed. But it’s also why his clients rave about him, and why you’re hard pressed to find anyone to say a negative thing about Park or his agency.

Honesty, integrity, loyalty. Buzzwords in a industry that makes its living on bullshit. But not at Park&Co and not with Park Howell. Take it from me, the guy who’s spent the last two years sitting right next to Park everyday – he’ll tell you if he doesn’t like something. But he’ll also challenge you to make it better and before you know it, while you’re working on perfecting a project, he’s made you better.

It’s the same ethic that’s spread to Park’s family, staff, clients and causes. Park&Co isn’t a cause-marketing agency by definition but look at our clients and you might think differently. Park wants to care about the things he works on. Paychecks are nice but paychecks for doing good are even better. If it sounds contrived it’s because you’ve worked with people obsessed with the former. It’s ok to admit it. I’ve worked with them too and I didn’t think it was possible for someone to walk the walk the way Park does.

I’m convinced that talking Park into letting me enter him into the competition was far harder than the committee’s decision to name him the winner. His success over 25 years speaks for itself. The company and reputation he’s built speaks for itself. But Park doesn’t speak for himself. Thank goodness a shameless and obnoxious promoter like me was able to talk him into letting me throw his name in the hat. It’s about time the Park Howell’s of the world got some recognition and I know I speak for everyone who knows him when I say he deserves it.

Last weekend I attended the 25th Annual ADDY Awards. It was great to see old friends, interesting to see all the work, and awesome to be there as the president of my company was named the 2010 “Ad Person of the Year.”

It’s an interesting experience and one that makes you analyze yourself and your talents. Wasn’t what I created better than that? That’s a multiple winner? Why don’t we have that client? The questions go on and on but one thing everyone could agree on was that Riester’s American Lung Association campaign was great. The campaign was awarded the acclaimed “Special Judges Award” for good reason - it was effective, poignant and quieted even the loudest critics, including myself.  At least until I realized it was bullshit.

Why bullshit? Because the campaign that got the most buzz looked suspiciously like another campaign created by Crispin Porter. Take a look for yourself here in a side by side comparison…

Now before anyone goes too crazy let me state that I fully understand that we work in an industry that regularly borrows from each other. And when things aren’t borrowed, creative inspiration often emanates from the same places. It’s a natural phenomenon and one we’ve all encountered. You know that moment when you’re so proud of your idea only to realize it’s been produced a hundred times over? It happens.

My beef here isn’t just with Riester. It’s also with these “Special Judges,” specifically, Mark Carlson, Alessandra Lairu, and Jay Roth (I’m going assume the judges in charge of judging the ADDY’s are the same who awarded the “Special Judges” award). My problem from Riester at the concepting phase to the judges at the judging phase is that originality was never a priority. Again, I understand Riester may have thought they were having an original thought but one glance through a Communication Arts (and others) or a tiny bit of research among well seasoned ad folks would have shed light on the fact that it wasn’t original.

Accident? Maybe. I’ll give them the benefit of the doubt. Riester has done good work in the past and there’s nothing to suggest this wasn’t a “coincidence.” If the concept served their clients needs and was well regarded within the community that’s great. But deserving of a “Special Judges” award? Debatable.

Overall, this is about how as an industry we need to be more accountable and more committed than ever to being original. There are lots of talented people out there and if we’re not coming up with something great, they are.