Simple in 2009

We were thrilled to add Office Depot to our client roster last week. During the pitch, Mindy Kramer, the company's Director of Public Relations said, "This is not going to be the year to build complicated programs that require long lead-times; we need PR ideas that are going to work right away and that's what you gave us."

Her comment reminded me of a line I first heard from Michele Szynal, when she was our client at Gillette. Whenever she thought an idea was too complicated, she'd say, "That's a long way to go to get a sandwich." (The line has even more meaning now that we have Subway as a client and fully understand the optimal distance a consumer will go for a $5 Footlong.)

Next year will have its challenges but we see huge opportunity for our discipline. Winning brands will focus on simple PR programs that are highly relevant, intuitive, differentiating and results-focused. There's also going to be an upside -- both immediately and in the future -- for brands that speak like human beings, use an empathetic but never condescending tone, and adhere to socially responsible practices.

Sound simple? No, but we're really excited for challenge.

Kim