Nancy Lavo - A Whirlwind...Makeover

She’d never forget the day he’d first introduced her at the Monday morning meeting. She’d sat beside him at the head of the table, and, when it came time for introductions, they stood, his arm around her shoulders, and he had said to the assembled staff, “You are looking at the brightest star on the horizon of Cue Communications.”

She wasn’t sure why, but he believed in her. Other than her father, Jack was the only one who thought she was bright, capable and creative.

Jack had spent the past year training her. He’d taught her about the fine art of marketing and forecasting trends. He’d showed her the production side of the business, so she knew firsthand how a concept evolved into a story-board and finally into a finished campaign. More importantly, he’d modeled the integrity and ambition she’d admired in her father.

Maddie desperately wanted to live up to the potential Jack saw in her. As his assistant she listened carefully, absorbing the information he’d given her. But after a year, she still kept to the background. When Jack questioned her as to why she didn’t share her ideas with the group, she told him honestly that she didn’t feel she’d earned the right to speak. What were her opinions compared to those with years of experience?

The sound of laughter dragged her attention to the present. As always, Jack had opened the meeting with a joke. When the laughter died down, he officially introduced Colton to the group. Maddie didn’t miss the particularly warm reception the women gave him. Colton accepted it graciously, said a few words of greeting and sat down.

“Now, on to the business at hand,” Jack said. “I received a call from Swanson Shoes last week. Old man Swanson is stepping down from leadership and his son Paul is taking his place. Swanson wanted me to know that Paul is considering dropping Cue and going with a new agency.”

Jack paused while a worried buzz filled the room. “Paul thinks Swanson Shoes needs new blood to freshen up the company image. In deference to our long-standing friendship, Swanson has requested that Paul give us the opportunity to pitch a new campaign before he makes any changes. Paul agreed. I set a tentative meeting for Friday.”

The buzz became a roar.

Jack held up his hand for silence. “I know that doesn’t give us much time, but I believe the faster we get back to him, the more likely we are to retain the account. Once the news gets out that Swanson Shoes is up for grabs, agencies will swarm them. I don’t have to tell you that nobody wins in a frenzied bidding war.”

Again he lifted his hands in a call to order. “I’m personally going to handle the new pitch and I’m going to ask Colton to work with me.”

Colton smiled and nodded his acceptance to Jack, obviously pleased with the honor.

“And Maddie, I’m looking for your input as well.”

She’d known when Jack had given her the information last week that he wanted her opinion of the situation, but she’d never dreamed he wanted her on the account team. Though her stomach lurched with the weight of the responsibility, she, too, gave Jack a calm nod.

The rest of the meeting passed in a blur. Maddie couldn’t muster any enthusiasm for the current cheap toy promotion their hamburger chain was offering. Her mind was locked on the idea that Swanson Shoes, one of their biggest, most lucrative accounts, was in jeopardy and she was on the team to save it. Even the honor of working side by side with Colton was of secondary importance.

After Jack dismissed the meeting, he asked Colton and Maddie, along with the creative team, to stay. Maddie picked up her pad and pencil and relocated to the open chair at Jack’s left.

When the room cleared, Jack said, “You both have had an opportunity to study the Swanson account. You’ve heard me say the new president, a thirty-two-year-old hotshot, is ready to replace us with new blood. What do you think we should do about it?”

He turned to Maddie. “Ladies first.”

She’d had plenty of time to prepare what she wanted to say, but when it came time to speak nerves blocked her throat. “I think—” Her voice was a croak. She swallowed hard and cleared her throat. Twice.

“I think it’s time to change the focus of the campaign. For the past twelve years we’ve sold Swanson Shoes as good value. We’ve concentrated almost exclusively on the price angle. Last week I researched the price of comparable children’s shoes in local stores and found that Swanson Shoes are expensive. I don’t have the exact numbers with me but Swanson Shoes are typically priced thirty percent higher than their competitors’ shoes.”

Jack nodded and made a little humming sound of approval.

Maddie continued with more confidence, careful to avoid looking at Colton so she wouldn’t get distracted. “I also noticed that while the prices were higher, so was the quality. Swanson Shoes were superior to every other shoe I compared them to. Through personal observation and questioning the sales people I found that the average Swanson Shoe customer is a double-income couple. I know money is important to everyone, but I think these customers would be motivated to buy a shoe for quality and construction. Even status.”

Jack’s brows shot up.

“Let’s compare it to buying cars. The upwardly mobile rarely drive economy cars even though they provide adequate transportation. No, they buy luxury cars because they want the status. They don’t mind paying the bigger price tag because they believe they are getting more. The finest quality. Exclusivity.” Maddie took a deep breath before finishing, “Bottom line, I think we should sell Swanson Shoes like Cadillacs. We would use the angle that their children deserve the best.”

Jack’s grin nearly split his face. He looked so proud Maddie half expected him to burst the buttons on his shirt.

Colton leaned forward, shaking his head. “I disagree. I think money is always of paramount importance, especially in uncertain economies like ours. I believe we’re dead-on by making value the focus of the campaign.”

With all attention riveted on him, Colton stood and began to pace. “As I see it, the problem isn’t the focus of the campaign, it’s the delivery. I took the Swanson Shoe video home over the weekend and watched the current television ads. B-o-r-i-n-g. This new president, Paul, is looking for fresh and innovative ideas. I think what is called for here is flashy presentation. New music, bold colors, aggressive staging. There’s nothing wrong with Maddie’s ideas, but in execution I believe we’d be giving Swanson Shoes more of the same stuff they’ve come to expect from Cue. We’d be handing Paul all the excuse he needs to walk.”

He was good. Maddie didn’t enjoy having her ideas shot down like mallards in duck season, but she had to admit, Colton did it with panache. He paced as he delivered his ideas, stopping and gesturing at dramatic intervals. Between the sight of his impressive self and the ringing authority in his voice, Maddie was half convinced she was an idiot. Evidently so were the others.

The creative team was one hundred percent behind Colton. Jack seemed less certain. He sat back in his black leather chair, balanced his elbows on the tabletop and steepled his fingers. After a lengthy silence he said, “Both ideas have merit…”

Colton seemed to sense his advantage, “Jack, you brought me on to update Cue’s image. I hope you’ll go with the same instincts that led you to me and allow me to draw up the campaign.”

Maddie wanted to applaud. The guy was a master. He seemed to be a natural at reading the crowd and delivering what they wanted. Wouldn’t that same innate ability apply to advertising?

Maddie thought her ideas were good. Really good. But what if she was wrong? It’s not like she had years of experience behind her. She certainly didn’t have Colton’s knack for reading people.