The joy of grocery share, increased velocity and reinvention.

If you watch television, you’ve seen it by now. Super Bowl winning cornerback and arguably one of the biggest voices in the NFL, Richard Sherman, is training hard on the football field. Exasperated, he takes a swig of water, only to be chastised by the “little voice in his stomach,” played one of the loudest voices in sports broadcasting, Stephen A. Smith. When Oberto Beef Jerky first ran the ad featuring Sherman and Smith in May, it certainly garnered laughs and attention. However, for the company, it garnered something more important: A bigger size of the market share.
–Forbes, “How Richard Sherman And Stephen A. Smith Helped Oberto Beef Jerky See Significant Growth In 2014″

About a year ago, I took my career and dumped it on its head. I’d like to say it was a carefully calculated move. But like most things in life, I suppose, it was a bit hasty, a bit clumsy and driven at least as much by impulse as by logic. Okay, probably more. While I was busy writing a sitcom for FOX, I got a call inviting me to pitch an account — Oberto Beef Jerky. Which wasn’t anything new. The way I pitched it, though, was. You see, I didn’t have anyone else in the room with me — no planners, creatives, account people or media folks. More importantly though, I didn’t bring any of the baggage I had accumulated over twenty years of running an agency. No running through our list of awards and accomplishments. No carefully orchestrated transitions to other team members. No trying to be something I wasn’t.

Instead, I just laid out why I thought my company, Positivity, might be perfectly suited to their business needs. After all, Oberto didn’t need international resources. They needed high-level strategic and creative leadership that could push them into cultural relevancy. Fortunately, it was the perfect storm, where I made the right presentation to the right people at the right time. It was a gamble for all of us, and yet, we all pushed our chips to the center of the table without hesitation. No contingency plans. There were no nagging doubts. No second guesses.

And so, to have Forbes Magazine write a piece about the success of the campaign we created together is quite possibly the most satisfying experience of my career.

I never thought I’d be more jazzed about a 37% increase in velocity (a term I only learned in the last twelve months) than winning a One Show Pencil. But I am. I truly am.

The fact is that this experience is just more personal. The way we work together is more personal. The war we wage against our competition is more personal. The ups and downs and, ultimately, our success, is just more personal. So yeah, this post about the meteoric growth for Oberto Brands in 2014 is about as self-serving as they come. But it’s also confirmation that our unorthodox marketing model is succeeding at a level few brands can fathom, much less duplicate. And hopefully, that will inspire a few other folks in our industry to launch their own misfit models and encourage a few clients to think about which marketing partner might offer the biggest upside instead of merely the least risk.

Read the Forbes article here.