The world has changed. You hear people in advertising say that a lot. Typically, this proclamation is followed by some diatribe about how social conversations are key to a brand’s success. But I believe our world has changed on a more fundamental level than whether Twitter is more “sticky” than cable.
I believe our world used to be about possibility. No dream was too big, no goal too great, no premise too outlandish. But over time, the world changed. “What if?” went from being about possibility to being about risk management. Everyone from lawyers to marketing directors to agency owners started to wonder,
“What if the worst case scenario happens?”
And then, they went about protecting themselves.
By copying rather than creating. By saying “yes,” when they desperately wanted to exclaim, “No!” By trying to be something to everyone, rather than everything to someone.
Well, maybe it’s the twenty years I spent running an agency, the two weeks I spent filming a documentary at Compton High or the two days I spent on the FOX lot. Whatever the case, I’ve decided I’m not going to fill my days worrying about downside. Instead, I’m going to build a company that celebrates the possibilities this world provides—For people. For brands. For networks and charities.
Welcome to Positivity, a company designed to have a profound impact on brands without all the usual trappings of a typical client-agency relationship.
Goal Heard ‘Round The Country!
Our massive relaunch of the Oberto Beef Jerky brand blew up social media with the first online video ever released based on what happened during a game. We celebrated Team USA Captain, and Oberto spokesperson, Clint Dempsey, by spreading the accompanying video the moment he put the ball in Ghana’s net. We just didn’t expect it to be 35 seconds into the game! Read about it here.