By Paul Wahler

Being new to The Martin Group but experienced (which is so much better than old) in the industry, I have accumulated knowledge of the “production process” from the agency perspective – similar to having gum on your shoe that won’t come off, I am now scraping the gum off for others to pick up.

Subject: Managing your brands color.

Client says, “Looks great! Just print it.”

Well, before you get to this statement there is much to consider to ensure your clients brand is consistent all the time.

• Color – this is subjective (one person sees blue, one sees purple)
• Lighting – environment where the piece will live (outdoor natural or indoor lights)
• Substrate – which it is printed on (paper, plastic, fabric)
• Print process – (offset, flexo, silk screen, digital)
• Matching something already printed
• Four-color process/VS PMS colors – depending on what your doing one might be better and cheaper than the other
• Vendor capabilities – vendor’s way might not be always the best way
• Other media – can it be maintained easily?

Check out this article by Frank Defino Jr. found at Multichannel Merchant.com from 2008. Thank you and hopefully something you will be as enlightened as I was.

http://multichannelmerchant.com/catalog/1001-managing-brands-color/

“Well you look nervous, is it the scars?…You want to know how I got them?”
- Joker!

By Mike Bongiovanni

U.S.A.!!! U.S.A.!!! U.S.A.!!! U.S.A.!!! U.S.A.!!! U.S.A.!!!

Punctuation and abbreviation that works for TMG!
(and it’s the only time copywriting will let me use exclamation points)

By Jillian Benedict

Tactful isn’t a word most would use when describing me, but I just have to call out NBC and its competitors who showed an actual human being die. When did we become so desensitized to death that we can watch – over and over again, in slow motion and real-time – a hopeful young adult meet his death? I have to say I was appalled by this footage when I sat down with friends for the opening ceremonies.

When we first got word of the accident on Friday, some colleagues scoured the Internet to find the video. Somehow, all links were shut down. I praised the Olympic committee. While I know many are curious, I had no desire to see the footage and immediately thought of what would happen if Nodar Kumaritashvili’s parents saw it.

Hours later, I sit down with friends – including a child – to watch history being made. Little did we know, that history we witnessed was networks showing never-been-seen details of the crash. I’m sure most of you have seen it, so I’ll spare you the details of the most sickening, saddest parts that unfolded before us. Unreal.

It would have been best for NBC to use some tact, but of course, ratings are the name of the game. Who cares about human life and emotions? My heart aches for Nodar Kumaritashvili, his family, teammates and friends. Rest in peace.

TMG’s very own Associate Creative Director/Design, Greg Meadows, will be speaking as part of the Annual Viscom Symposium at Syracuse University.

Each year the Department of Visual Communications invites a select group of design practitioners to the campus to share their career and business experiences with design students at the university. Greg will be showing recent work for Martin Group clients such as Greatbatch, Canisius High School and Evans Bank, as well as selected project case studies from his 25 years of design and advertising activity in the Buffalo market, including The Roycroft Inn, Electrochem and ECMC.

Did we also mention that Greg is the 2010 recipient of the Alex Osborn Award for Creativity? Well, he is. Congrats Greg!

By Jillian Benedict

Was football actually the highlight of the Super Bowl this year? You betcha. Sure, I’m a huge football fan, especially when Tom Brady’s mug doesn’t appear anywhere. But I’m also in advertising, so it’s one of the few Sundays I look forward to discussing work. Maybe my expectations are too high.

By far, the most talked about commercial was for Snickers, with Betty White being tackled. It made me laugh out loud (“That’s not what your girlfriend said last night”), and it was nicely done.

Doritos had a few good ones (definitely not “Funeral,” however). Always a sucker for animals, I thoroughly enjoyed the dog putting his anti-bark collar on the guy. But equally as funny was the little kid giving his mom’s date the business and the Dorito-clad guy that used the chip as a throwing star at the gym.

I must be the only person in America to not have heard of the underlying message of the Tim Tebow ad (hey, I’ve been in Vegas the past week), but regardless of the politics behind it, the ad sucked. Tim Tebow would NEVER tackle his mother.

Just before the game, there was a McDonald’s commercial featuring LeBron James and Dwight Howard. While it was similar to the Michael Jordan/Mia Hamm commercial of yesteryear, the twist ending with Larry Bird was great – “Who’s that?” “I have no idea.”

Here’s a breakdown of some others:
- Bud Light – Waste of money. Only the “House” was well done.
- Go Daddy – Go home. Your ads suck. My husband doesn’t even swoon over them anymore, and he’s a swooner.
- Dr. Pepper/KISS – Super lame
- Coke/all of them – Lame (too bad The Simpsons had to be part of it)
- E*Trade – Much funnier than the past. “Milk-a-what?!”
- Budweiser Clydesdale – Lame. Haven’t they done something similar?
- Denny’s Chickens – Yikes
- Google – Very cool
- Audi Green Car – Smart
- Dockers Free Pants – Alright (are they really giving away free pants?!)
- Boost Mobile Super Bowl Shuffle – Disturbing
- Hyundai/Brett Favre – It’s nice to see he’s got a sense of humor about himself.
- Women’s Heart Disease/Mark Sanchez – Good thing he’s hot
- Monster.com/Musical Beaver – Eh
- Career Builder/Casual Fridays – Alright
- TruTV/Punxsutawney Polamalu – Hilarious, but had to look up who the advertiser was
- KGB/Sumo Wrestler – See Polamalu
- Emerald Nuts and Pop Secret/Human Dolphins – Uber lame

Better luck next year.

By Jillian Benedict

OK, who’s idea was it to reach into a hole and pull a rodent – with very large teeth, mind you – out of a nice, warm, peaceful slumber? Seriously, what part of this “tradition” actually predicts the weather? Sorry if I’m being predictable here, but poor Phil. Sure, he actually lives in a climate-controlled library (he’s a prisoner), but don’t you think this little fella has night terrors at the very least?

If any of you readers disagree with me, please send me your address. Once you get all cozy, I’ll break into your house and carry you – by the back of the neck – outside and put you on national television.