ON AND
ON AND
IDEAS PEOPLE Go on …
about
the missing hat dilemma
A stalled economy has clients jonesing for value, with 55% desperate enough to switch agencies to get it.
To satisfy value-craving clients, agencies are wearing more hats than the fans at Churchill Downs on Derby Day.
But as Creative teams obsess over ESG, CRM and CSR, an important H-A-T has gone MIA ... The “Newzz” Hat.
Newzz is that vibrant blend of news and buzz, a potent mix that captivates people and reshapes culture. Creating newzz, however, is an art as lost as the missing hat itself. Just ask agencies. While 57% of PR firms proclaim, “Earned is more important than ever,” more than half surprisingly admit clients don’t think they can deliver it. (Even math-muted PR people know that doesn’t add up.)
Competing in today’s fierce agency octagon requires a blackbelt in newzz. That’s where we come in ...
Welcome to The Missing Hat Company. Have we got Newzz for you.
FINDING THE MISSING HAT
Awesome agency ideas are never hard to come by. It’s ideas that excite clients and incite newzz that seem impossible to find. Which is why it’s our signature skill. Clients want it, media demand it, we deliver it.
We understand newzz and clients. Our success follows these hard-earned wisdoms and Five Irrefutable Laws of Winning:
It’s not just storytelling, it’s storytiming. (The right story at the wrong time becomes junk mail.)
A trade hit is a miss. (Ad Week’s circulation is 33,000—and most of them work at your holding company.)
Clients never have anything new. (That’s why they called you.)
A social activation no one cares enough to share, is spam.
A brilliant idea that gets attention but no mention, is brilliantly bad.
work stuff
a few things we got people going on and on and on about.
We used a badass mountain-climbing mom to push Sharpie to the top of newzz coverage and …
sent a camel-riding Santa on a rush-hour trot down Rodeo Drive to steal the holiday limelight for SEGA and …
created so much mad buzz around Hampton Hotels’ Save-a-Landmark campaign it boosted bookings by $7 million and …
turned a $349 Taco Bell pool floaty into a newzz-jacking phenomenon at the World Series and …
transformed Cirque Du Soleil into a brainwave study to capture the emotional impact of awe and some pretty awesome exposure and …
On and on and on and …
Cirque Du Soleil Hires A Neuroscientist To Unlock The Mystery Of ‘Awe’
WE HELPED ALL THESE CLIENTS FIND THE MISSING HAT
HOW WE CAN HELP
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Conceptualize, design and develop platforms and newzz-driving activations, tactics and ongoing programs timed to anticipated cultural moments and new cycles.
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Transform existing programs and initiatives, old products and services, and been-there-done-that events into attention-grabbing newzz.
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Convert seemingly impossible deadlines into newzz-making opportunities with quick-turn platforms and ideas that get clients bragging and people taking.
testimonials
If there were a ‘Cash Cab’ spinoff dedicated to creative ideas that earn attention, Jay and Jeremy would be my ‘phone a friend’ every time. When you’re stuck, they get you unstuck; a triple threat of news, creativity, humor, and talent makes every project not just successful but genuinely enjoyable.
Theresa Bertrand
Head of Strategy and Planning, U.S., Zeno Group
Jeremy and Jay have been doing exciting and surprising creative work on behalf of clients for decades. Clients loved their work and agency teams loved their energizing collaboration. A recipe for success.
Donna Imperato
CEO and PRWeek Hall of Famer
Jay and Jeremy are the two best earned creative minds in the business. They know what it takes to breakthrough; they craft ideas that get media writing and people talking. With these guys involved, media teams will never ask, where’s the news?
Heidi Donato
Executive Media Relations Juggernaut
Jay and Jeremy probably excel at storytelling, knowing how to shape a narrative that is compelling, relatable, and newsworthy, which is key to getting media coverage.
ChatGPT Generative Artificial Intelligence Chatbot
why we’re the right fit
For 20+ years, Jay and Jeremy played an integral role at one of biggest integrated marketing agencies in the world.
As Strategic Lead and Chief Creative Catalyst at the agency, respectively, Jay and Jeremy's complementary skills—combined with their decades-long PR experience—make them a rare and peculiar pair: a SEAL Team 2, skilled at rapidly turning snooze into newzz.
Obsessed with the art and science behind newzz, Jay and Jeremy deconstructed more than 300 marketing campaigns, events, stunts, product launches, social media initiatives and announcements, geeking-out on 65 that generated persistent and permeating newzz. This led to the “Four Proven Ways to Drive News,” an approach now used by a growing number of agencies to help ensure Earned success.
This tag-team’s legendary status spilled beyond agency walls, with many clients asking for them by name, as they worked their media magic for some of the most iconic brands on the planet.
Best of all, these egoless dudes play well with others and are well-known for being drinks-after-work fun.
