Alex Bogusky Fears Only Mediocrity

If you have to be afraid of something, then fear mediocrity. Some very well written and inspiring advice from Alex Bogusky. Based on a conversation with what sounds like Ari Merkin, he also outlines some of his precepts for success in new business.

1.       Tell other people your dreams.

2.       The clients you currently have are your true new business machine

3.       Find some real passion in the building for the business or take a pass on it.

4.       Don’t model yourself after other agencies. Stop stealing all the decks from other shops to find a great pitch.

fear only mediocrity

I am definitely a fan of Crispin (who ain’t?) and while I haven’t always agreed with all Mr Bogusky’s opinions, this really struck a chord.

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    Inspiration: ACE HOTEL

    ACE HOTEL : New York
    The anticipation surrounding NYC‘s branch of the Ace Hotel has been building, and though it still has a way to go in terms of construction, the place hosted a small preview last night. The Roman and Williams interiors are an attractive (if subtle) variation on the charming, antiqued layouts of the Portland, Oregon, brand’s other locations. Here, you’ll find old-timey Smeg refrigerators, the occasional bunk bed, and vintage record players and vinyl. The rooms also feature special pieces from local artists—like Ryder Robison’s “double buck”


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    Social Media: MINI E, I Feel London, All Our Best Work

    Extending the Creative Use of Space campaign for MINI, which just won an Epica Silver Award, Berlin and Frankfurt-based Kreative Konzeption is out with a new promotion fo the MINI E, an electric powered version of the famed MINI. Housed on the campaign’s Mini Space site, a design competition – the third for the campaign – called Electrified seeks to extend the original campaigns goal of encouraging creative use of space.
    Guidebooks and recommendations are all very well, but there’s very little point in discovering a new activity, restaurant or shop if you’re not in the right headspace to enjoy it. Enter I Feel London (or Toronto, or New York as is appropriate), a site that lets users search for things to do based on their mood. Currently in beta, the I Feel sites bring a new spin to Google Maps. There’s a map for each one of nine moods, covering such feelings as naughty, hungover, girly, sophisticated and broke. Andy Whitlock, I Feel’s London-based founder, has kick-started each map by populating it with a handful of activities, with future contributions to be made by anyone who requests an invite. We’re hoping each map won’t be bombarded with contributions, though: we like the limited, curated choice currently on offer. Whitlock is tapping into the zeitgeist: map-based concepts are popping up everywhere. is a new website, set up by the IPA, which provides the marketing community with the opportunity to upload portfolios, showcase best work and comment on the work of others.
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    Ride The City

    Ride the City

    Though it’s arguably inferior to many European cities, New York does have a growing network of relatively safe bike lanes (thanks largely in part to Mayor Mike). “Ride the City”, currently in beta form, is a site launched earlier this month to help aid the process.

    ride the city

    The blurb on the site explains: “The concept is pretty simple. Just like MapQuest, Google, Microsoft, and other mapping programs, Ride the City finds the shortest distance between two points. But there are two major differences. First, RTC excludes roads that aren’t meant for biking, like the BQE and the Queens Midtown tunnel. Second, RTC tries to locate routes that maximize the use of bike lanes and greenways.”

    Renegade Air gardening in NYC

    I came across this interesting extension of the “Guerilla Gardening” phenomenon. Any of us who live in NYC know its not always the ‘greenest’ place – at least when it comes to flora and fauna. Thats why I was intrigued by TODO Design’s proposal to take over New York City billboards and greenify them with living “air gardens”.


    Billboards (contend Inhabitat) are “designed as monological messages aimed at a target audience zipping past in cars in a defined direction, such as a one way street. As the flip sides of the billboards are not designed to market to a pedestrian or community scaled audience, often appearing as blight on the landscape. Garden Spots proposes to exploit them to provide gardens in the sky, a place for nature to take root and to provide relief to the community”. (Interestingly, New York is also notable for its spectacular billboards aimed equally at a pedestrian audience).

    I think it is an excellent idea to use billboards as a way of reducing a City’s carbon footprint and beautifying it at the same time. I have suggested green billboards to clients on several occasions (notably Planet Green) so far without success!

    Apparently these air gardens are designed around self-sustaining technologies with photovoltaic panels powering the automated drip irrigation system fed from the base of the billboard towers. As such, the gardens will require limited management once established and can be monitored in clusters from a centralized location via wireless technology.

    I just hope they use drought-resistant plants …

    Post Scriptum: Actually this reminds me of Leo Burnett’s growing lettuce billboard promoting McDonald’s venture into fresh salad meals. Having just won Gold at New York Festivals’ Innovative Advertising Awards, the billboard was carefully constructed with a horticulturalist/landscape architect, allowing the lettuce buds to bloom over time, gradually filling up the sign with beautiful, edible leaves.