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 I come in ...
And have we got Newzz for you.
FINDING THE MISSING HAT
Awesome ideas are never hard to come by. It’s ideas that excite clients and incite newzz that are though to find. Which is why it’s a signature skill. Clients want it, media demand it, I find a way to deliver it.
I understand newzz and clients, following these Five Irrefutable Laws of Winning:
It’s not just storytelling, it’s storytiming. (The right story at the wrong time is junk mail.)
A trade hit is a miss. (AdWeek’s circulation is just 33,000.)
Clients rarely have anything revolutionary and newsworthy. (That’s why they call agencies.)
A social activation that no one cares enough about to share, is spam.
Getting news is easy. Getting news for a brand is a skill.
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
testimonials
If there were a ‘Cash Cab’ spinoff dedicated to creative ideas that earn attention, Jeremy would be my ‘phone a friend.’ When you’re stuck, he gets 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 has been doing exciting creative-marketing work for decades. Clients love his thinking and agency teams are inspired by his contagious energy and collaboration.
Donna Imperato
CEO and PRWeek Hall of Famer
Jeremy is one of the best earned- creative minds in the business. He knows what it takes to break through, crafting ideas that get people—and media—talking.
Heidi Donato
Executive Media Relations Juggernaut
Jeremy probably excels at storytelling, able to shape a narrative that is compelling, relatable, and newsworthy, which is key to getting media coverage.
ChatGPT Generative Artificial Intelligence Chatbot
the right fit
For 20+ years, Jeremy played an integral creative role at one of biggest integrated marketing agencies in the world.
As Chief Creative Catalyst at the agency, Jeremy's creative chops—combined with his decades-long PR experience—makes him rare and peculiar pair: a SEAL Team of one, skilled at finding ways to turn snooze into newzz.
Obsessed with the art and science behind newzz, Jeremy deconstructed more than 300 marketing campaigns, events, stunts, product launches, social media initiatives and announcements, geeking-out on the 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-media success.
Best of all, i’m an egoless dude who plays well with others. It took me years to learn that ideas are not the Devine right of only “Creatives,” but can come from anyone, anywhere at any time … if you let them.
