Photo credit: Ken Shung
As a successful entrepreneur, I’ve heard many times, “Keep doing what you’re doing. It’s obviously working for you.” But that’s actually not such great advice. One of the biggest mistakes an entrepreneur focused on growth can make is to keep doing what you’ve done before. Wasn’t it Einstein who said that the definition of insanity is doing the same thing over and over again and expecting different results? Pretty soon you’re retreading yesterday’s ideas to solve today’s challenges. The truth is, our business has to change and move at least one step ahead of our clients’ business needs. Two steps ahead is even better.
So for the last few years, I’ve known that I had to make some big changes at MMC. To service our clients’ global business, we needed to provide seamless access to 360-degree global marketing services that went beyond what we were able to offer as an independent agency.
That’s why the logical next step for MMC was to join a worldwide holding company. And this Wednesday, we were thrilled to announce that we became a part of Omnicom, providing our clients with global reach in public relations in over 100 countries as well as services in over 30 marketing disciplines.
Why did we choose Omnicom? When I met the CEO, John Wren and DAS CEO Tom Harrison, I knew that Omnicom was the right cultural fit. Our priorities are completely aligned: we’re focused on talent, creativity and client service. Our relationship with Omnicom is not only terrific for our clients, it offers fantastic opportunities for our staff, who will benefit from working closely with digital, research and branding agencies as well as managing more global business.
And, importantly, the MMC culture will remain the same. Our culture is centered on cultivating and rewarding world class talent, giving clients more than they asked for, and being nimble and adaptable enough to stay out in front. It is what sets us apart and why we attract top talent and get high marks from clients.
Some of you may be wondering what I’m going to do now. And the answer is – same as I have always done! I love to work, I love our people and I love this business. I’ve signed a long-term contract with Omnicom and will continue to serve as CEO at MMC. I’m excited about the opportunity to learn and grow in new ways.
It’s been a great ride for me since I started this business 28 years ago. I’m so looking forward to what’s next!
Last night, MMC won two Silver Anvil Awards of Excellence for its work on Kimberly-Clark’s U by Kotex and Poise. These prestigious awards, given by the Public Relations Society of America, are proud additions to a number of other awards these public relations campaigns have won this year, including the SABRE, the Big Apple, the PR News Platinum Award and a Bronze Effie.
Although the agency has won many awards in recent years, including Consumer Shop of the Year and Creative Agency of the Year, the widespread recognition we’ve received for the Kotex and Poise campaigns is quite meaningful to an agency that specializes in marketing to women.
It’s because we broke through a barrier for the second time – receiving an award for marketing to women in a category that made the judges uncomfortable.
In 1996, MMC swept all the PR Awards, including the Silver Anvils, for our launch of the Wonderbra. We made the brand into a household name, helping to generate sales that went through the roof and lift the parent company’s stock to new heights. This accomplishment was despite the fact that none of the judges – for any of the awards we won – were comfortable voting for the Wonderbra. They considered it “girly” and “female” and “frivolous.” Yet they felt compelled to vote for us because our results were extraordinary.
In 1996 it was about overcoming discomfort above the belt. In 2011, we tackled below the belt – menstruation and light bladder leakage (or as the Poise spokesperson Whoopi Goldberg called it, the “spritz”). These topics were so taboo that television networks refused to run TV commercials that used the term “down there” – although they had no problem running ads for Viagra that warn men to consult their doctors if they “experience an erection that lasts more than 4 hours.” We know the “fem hy” category and use of the word “vagina” makes many people uncomfortable. So we are especially grateful that the judges could look beyond these category taboos and vote for our campaigns simply because we produced phenomenal results that had a powerful impact on the products’ bottom line.
We couldn’t have a better client partner – Kimberly-Clark, who had a commitment to shaking up the category. And we’re proud of MMC’s teams, led by Health & Well-Being practice leader Diana Littman Paige and SVP Jennifer Horowitz, for breaking yet another barrier in marketing to women and for helping women to be more comfortable with everyday health issues that no one should be ashamed of.
I am looking forward to the day when prejudices and discomfort about women’s health issues and products for “down there” comes to an end!
While friends and families across the nation celebrate the 4th of July, the holiday weekend has additional meaning for our MMC team. July 3rd marks the beginning of our agency’s 28th year of marketing to women. Building brand relationships remains our focus, but the way we inspire conversations with women continues to get more exciting.
In the ever-changing world of Social Media – a year can feel like a lifetime. Since my last MMC anniversary message, Social Media participation has soared with American women. The majority of adult woman in the U.S. are now connecting with each other through social sites to fulfill different needs. Check out Ethan Bloch’s post on June 25, 2010: (Flowtown, Ethan Bloch June 25, 2010). The possibilities for brand marketing to women in this network in the coming year are endless.
Remember that movie, “6 Degrees of Separation,” where people figure out how they’re connected? Social Media has eliminated five degrees. We can now have conversations in real time and connect in unlimited ways.
That reminds me, I think I’ll ask the Mayor of MMC , who happens to be Laurie Shulman right now, what she thinks of the new MMC Burger recipe that will be offered at 4Food when they open.
Together with our clients, MMC looks forward to another great year of taking marketing to women to new connection points.
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Today was a great day for me because I watched our partner and friend, Esi Eggleston Bracey, Vice President of Global Cosmetics at Procter & Gamble, being honored with the Cosmetic Executive Women (CEW) 2009 Achiever’s Award.
Queen Latifah presented Esi with the award at the Waldorf Astoria Ballroom in New York City and, aside from Queen’s usual humor, you could tell that she was really touched to be giving her the award.
The CEW Achiever Awards salute women who have made the biggest contributions to the beauty industry throughout the year, thereby inspiring those around them. Those of us at MMC who have the pleasure of working with Esi could not think of a better recipient for this great honor. Her intelligence, style and determination are an inspiration to me, as well as to her dedicated team at MMC. She is a proven leader with a contagious energy whose fresh ideas and insight into the COVERGIRL and MAX Factor brands drive us daily to reach new plateaus of success.
I love the beauty industry, but women weren’t always recognized players until Carlotta Jacobsen built the Cosmetic Executive Women trade association. The group is all about educating, mentoring and promoting women and the awards honor women like Esi who strive to make a difference to the beauty business.
Esi has three mantras that she lives by in business: Be Yourself, Love What You Do, and Make a Difference. She and I have joked that these are good words to paste on your computer, should you ever forget. In reality though, Esi never forgets, and that is just one of the many reasons why she is so successful. She is an inspiration to all women who strive to make a difference in business, and is living her mantra by proving that you can find success by embracing your differences and pursuing your passions. Here’s to you, Esi!
Every year I say a prayer of thanks on July 3rd because it marks MMC’s birthday. It was the day we got our “Doing Business As” papers so we could open an official bank account and show the world that we were really in business. Even if the beginning balance was rather humble, it was a start.
I like to joke that the timing was perfect; we made it to the bank just minutes before they closed (in those days it was a 3:00 p.m. deadline.) The next day we celebrated our true Independence and set off firecrackers in jubilation.
For the last 26 years, we’ve continued the tradition by lighting up the sky, and our clients, with our creativity and initiative. And every year we salute our “Independence Day” by making July 3rd an official holiday for all staff.
We started with just 2 of us, and this year over 80 will “jubilate.”
That’s not exactly a Webster’s word, I know, but when you love what you do as much as all of us at MMC do, it seems a perfect word to express our joy and celebration as we turn 26.
Last year, the staff gave me a surprise party and created a document of
“25 Reasons We Love Working at MMC.” I keep it in my desk drawer as a constant reminder of the agency’s DNA and what makes it all worthwhile.
Here are a few of their reasons that delight me:
1. I wake up every day smiling, knowing that I am going to a place that makes me perform well, challenges me and allows FUN!
2. You can see an Olympic athlete, supermodel and Today show correspondent in the office on the same day.
3. Because at MMC you are always inspired to DO BETTER. (It should be an agency t-shirt)
4. I get to work hard and laugh hard just about every day
5. Opportunity for in-house marathon training
by chasing after Asta (note; my dog is a food thief and therefore self-appointed director of the employee athletic program.)
And my favorite: “because everyone at MMC has the opportunity to drive change.”
PR has finally come into its own during the past quarter century and I think the next few decades will be incredibly exciting for our profession. This week’s cover story in AD AGE on the Cannes ad festival says it all: “Cannes Swept by PR, integrated, internet winners.” It’s a new world and it will be owned by people who are unafraid, collaborative and desire to drive change.
Let jubilation ring!
Welcome to MMC POV, our newest online venue for sharing ideas, spurring creative thought and inspiring conversation. I have invited every member of the agency to contribute their unique perspective to this blog, and utilize it as a forum to showcase the diverse viewpoints and experiences of our team, as well as what inspires us on a daily basis.
MMC’s intelligent and talented staff has always been our greatest asset. Each individual’s unique background provides us with a special insight into the minds of the audiences most important to our clients. We are proud to have staff members who started their careers working for Broadway producers, operating elevators, teaching, running restaurants, working for Congress or cutting deals in the real estate market. Our staff’s personal hobbies vary from juggling and training horses to rock climbing and making birthday cakes. We have an expert marksman, a certified sommelier, multiple moms and moms of multiples, singers, musicians, avid readers, sports fans and gourmet chefs sitting next to us every day.
The opportunity for inspiration at MMC is endless. Just walk through our office on any given day, and you will find a staff that collectively speaks 9 different languages, and has visited almost every country in the world. We drink over 50 cups of coffee every day, and close to 100 bottles of water. We actively use Facebook, Twitter and post videos on You Tube. One MMC staffer even met her future husband on Myspace! We are dedicated to social change, and many of our staff members organize non-profits or volunteer their time. It is this diversity that gives us our edge, and our expert ability to connect and be heard.
Inspiration is an important word in the PR business and particularly in the world today. I firmly believe that we are on the cusp of a new America, filled with people (and clients!) who are inspired to create positive change. I draw inspiration daily from the potential change on the horizon, and immediately from the creative minds, passion and energy that fill our hallways.
It’s my hope that you will learn, laugh, and draw inspiration from MMC POV. We welcome your comments and continued conversation both online and in person.
Enjoy!
Marina
Photo credit: Ken Shung
