Another Day of Infamy: The Martin Agency Loses the UPS Account

It was just announced that Ogilvy has just won the UPS Global Advertising account. It's a sad day for all of us in advertising and branding.

UPS, you know the great “Whiteboard” campaign on TV with the long haired guy who impeccably draws out all the values and features UPS offers that its “unnamed” competitors don’t? Well, that amazing branding campaign which legitimized UPS, is over and the brilliant agency, The Martin Agency of Richmond, VA has been shown the door.

So how could this have happened? Was there a new VP of Marketing? Does he play golf with the head account guy at Ogilvy? Did the President of UPS wake up and have a bad breakfast?

Who knows, but this much is true: not since the late 70s when Needham, Harper & Steers (my alma mater, among others), lost the McDonald's business to Leo Burnett, has an agency which has so richly rewarded the client with sharp strategic thinking and brilliant creative execution been so royally screwed by them by giving the account to another agency.

Martin put UPS on the map and made UPS a REAL brand and a recognized viable competitor to Fed Ex. No offense to the winners, but you have some PRETTY big shoes to fill—and it better not be the run of the mill crap McDonald's settled for in the 80s which led to the demise of the brand. God love Keith Reinhardt—who had the guts and fortitude to make it his life's mission to get the McDonald's business back to DDB. It took him well over a decade-plus, but he got them back. Their work is better because the man at the top had a passion and love for the McDonald’s business. It was personal to Keith Reinhart.

I’m not sure the people at Martin will want to. If I were Fed Ex, I’d be popping the cork on some very nice champagne to celebrate the weakening of their chief competition and I’d call the Martin Agency and sign them on.

Walking Talking Brands: You meet them every day

It’s probably no surprise that I’m studying brands everywhere I go and everywhere I travel. Just last week, I got to visit two walking, talking, living, breathing brands in Napa Valley: Top Chef Masters runner-up Michael Chiarello who is the Owner/Chef at Bottega—one of Napa’s hottest restaurants and the owner of Napa Style; and vineyard owner David Long of David Arthur Vineyards, one of THE best premium smaller production producers in Napa Valley.

What they have in common as people and as “brands” is their remarkable persona which you are drawn to immediately upon meeting them—but also how their persona and philosophy permeates the products that carry their “brand” names.

My experience with Michael Chiarello was simply fantastic and just classic. He saw me, or should I say my wife Jodi, on a bench waiting for a table at his very popular restaurant Bottega. Michael, being the quintessential Italian he is, commented, “What’s this pretty lady doing without a glass of sparkling wine?” and promptly sent over two complimentary glasses of Proseco. (I was the lucky beneficiary of his fascination with Jodi.) I struck up a conversation and mentioned we’d just been to his Top Chef Masters rival, Rick Bayless’ restaurant, Topolobampo in Chicago. I noted that Bayless had added his Top Chef Master’s winning menu to his tasting menu and Michael quickly filed away the piece of field intelligence. But the best was his comment about his new-found friend and rival, Rick Bayless, “Nice man…I was only a mole away from kicking his butt!” We all had a great laugh.

Chiarello has done a magnificent job of turning himself and his persona into a brand that reflects his inner beliefs. Leveraging his celebrity on Food Network cooking shows and his cookbooks, everything he does conveys a Chiarello sense of style, high quality for a fair and reasonable price. It pays off in spades at Napa Style which is quickly becoming a top retail location and his restaurants are booking up well after his posted closing hours.

Best of all, he is as accessible a person as he is a brand. While my wife Jodi was easily smitten…I also couldn’t help but be drawn in by his truly genuine, authentic charisma and caring for each person that he exudes when he comes in contact with them. As it happens, a good friend of Michael’s in David Long.

If you roam around the vineyards in Napa Valley, you’d not only find great wines of character, but great characters in the vineyards. Meet David Long, owner of David Arthur Vineyards. He and his charming daughter Laura conduct one of THE great personalized tours in Napa Valley. No time limit, no rush, no charge and lots of David, his stories and his passion for what he does and his wines. Laura is his guiding light—she’s grown up there on the vineyard in the family business and keeps him focused. It’s a great moment to see the two of them conniving on which barrel they should tap into next to share with their eager tour attendees.

The David Arthur brand is a small, well managed vineyard and brand; I discovered it at TRU in Chicago when a sommelier recommend his ’97 Cabernet to me. That, as Laura later told me, was THE vintage that put them on the map. Since then, the David Arthur brand hasn’t slowed down or wavered. They offer premium quality, hand crafted, beautiful composed wines that give you an insight into the greatness David wants in every bottle. David’s doesn’t do it the usual way…in his tours, in the way he plans or in the wines he makes. And every bottle is a reflection of the man himself.

So nice to see that whether they are book smart marketers or street smart living breathing brand icons, that some people just know how to do it right.

For more information on my two new BFF’s:
David Arthur Vineyards; http://davidarthur.com//index.cfm
Bottega Restaurant: http://www.botteganapavalley.com
Napa Style: http://www.napastyle.com/home.jsp