Revelation

The Russo G r oup is a b r a nd i ng a nd i n t eg r a t ed ma r ket i ng a genc y f oc used on RE SU LTS.

THE NEWSLETTER OF
THE RUSSO GROUP
VOLUME ONE - NUMBER SEVEN

Revelations on Madness
IN THIS ISSUE:
FEATURE ARTICLE: A Ride on the Carousel
I spent this past Sunday watching the season premier of MAD MEN, a series
revolving around the fictional world of Creative Director, Don Draper,
and his colleagues at the Sterling Cooper Ad Agency.

RUSSO PROFILE
Hi, my name is Stacey. I am an account executive. I have one daughter.
My husband is an artist. I love my family. I read the New Yorker weekly.
I enjoy debates. I like pirate paraphernalia – I’ve had the same red bandana
since a family trip to Indiana when I was 6 years young.

A RUSSO RESULTS CASE STUDY: No. 00590-08

Radio Campaign: Tsunami Sushi

GALLERY R DOWNTOWN SPOTLIGHT

Gallery R, located in the Russo building in the heart of downtown Lafayette,
is committed to the work of both emerging and established local artists
throughout South Louisiana.

Next month’s featured artist – Lucius Fontenot

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 Revelation
A RIDE ON THE CAROUSEL

Where we’ve been, and where we still need to go –

I spent this past Sunday watching the season premier of MAD MEN, a series revolving around the fictional world of Creative Director, Don
Draper, and his colleagues at the Sterling Cooper Ad Agency. If you have yet to catch the show I will catch you up to speed. Basically, the
show is about a Madison Avenue ad agency during the 1960’s. There is lots of smoking, drinking, womanizing, dysfunctional relationships,
stereotypes and occasionally – inside glimpses into one of the most revolutionary and transitional times in American advertising.

Before this transitional period, agencies and businesses focused primarily on the features of a product, rather than the benefits that would
resonate with their target audiences. What the writers of MAD MEN, and our hero Mr. Draper do quite well, is show the early stages of
what we today call Branding - the ability to bring emotional connections between the consumer and the product. While this evolution did
little to improve the human race as a whole, in the world of advertising and business – it was nothing less than revolutionary.

Continued Next Page

The Sour Side of Branding :

US: 25 POUNDS OF DRAINED THEM: NOT SO MUCH.

WEIGHT PICKLES.

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Not Only Do We Process, Pack and
G@:BC<J% Provide Practically Perfect Pickles. We Process,
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Pack and Provide Practically Perfect

YO U C A N T H R O W YO U R P I C K L E M O N E Y D O W N T H E D R A I N O R YO U C A N H AV E 2 5 P O U N D S O F D R A I N E D W E I G H T P I C K L E S .
APPROX. SLICE APPROX. SLICE NET DRAIN
ITEM NUMBER PACK/CASE SLICE THICKNESS COUNT/GALLON COUNT/(CASE OR PAIL) WEIGHT

50201 1/5 GALLON 1/8” CRINKLE 600 ± 40 3000 ± 200 25 LBS MINIMUM

50001

50200(glass)
50121(plastic)
1/5 GALLON

4/1 GALLON
3/16” SMOOTH (REG.)

1/8” CRINKLE
380 ± 25

600 ± 40
1900 ± 125

2400 ± 160
25 LBS MINIMUM

18 LBS MINIMUM
Pickles by the Pound.
We Guarantee a Drained Minimum Weight of 25 lbs. of Product.
Why do other brands declare only net 5 gallons on their label? Their drained weight is between 18 to 22 lbs.
Bottomline: You can reduce your pickle serving cost by a minimum of 13% if you buy Cajun Chef.
YO U D E C I D E . :8ALE:?<=GIF;L:KJ#@E:%,(0AFJ<G?JKJK%D8IK@EM@CC<#CFL@J@8E8.',/)G?FE<1**.%*0+%.(()=8O1**.%*0+%.((,

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Revelation
Staying the Course... CONTINUED

What I find remarkable is that almost 50 years later, businesses and advertising aficionados still have a hard time wrapping
their heads around this concept. We give our consumers worn out messages that are tied to outdated delivery systems –
often forcing our agendas upon them. Today, customers are seizing control. They can no longer be manipulated with price
points, sales, discounts, promotions and endless lists of features that fail to connect with their daily lives.

A great example of this philosophical transformation comes during the season finale of MAD MEN from last year. The
episode concludes with Sterling Cooper presenting a pitch to Kodak for their new “wheel” slide projector. Our hero, Mr.
Draper, turns on the projector in a dark conference room and flips through slides of his family as he describes the emotional
connection this device brings to the consumer.

Don Draper: “Nostalgia - it’s delicate, but potent. Teddy told me that in Greek, “nostalgia” literally
means “the pain from an old wound.” It’s a twinge in your heart far more powerful than memory
alone. This device isn’t a spaceship, it’s a time machine. It goes backwards, and forwards... it
takes us to a place where we ache to go again. It’s not called the wheel, it’s called the carousel. It
lets us travel the way a child travels - around and around, and back home again, to a place where
we know we are loved. “

Don could have easily talked about the Carousel’s ability to show multiple slides in a continuous fashion, as well as how
affordable this new technology was. Instead, he chose to dig deeper. He chose a message that would resonate with the
consumer, allowing them the opportunity to connect with the product in a way they had previously not experienced. It was
the beginning of an advertising revolution – a revolution that continues to work its way into the fabric of today’s advertising
and business communities.

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Revelation
INSIDE - R NEWS

NIKE PREPARES GLOBAL EFFORT

NEW YORK This week Nike pushes forth with what it is calling the largest campaign in the brand’s history. Based around the Olympics

in Beijing, Nike will debut a new global spot called “Courage,” continue to promote the Nike Hyperdunk shoe and launch the “Human

Race” event. Wieden + Kennedy is the client’s long-time lead agency. (Click here to read more)

LIPPERT’S CRITIQUE: ‘MAD MEN’

I caught up with the entire first season of MAD MEN this weekend by watching the DVD. The four-disc set for AMC’s first original

series starts with a JWT ad, which I found shocking. Oh, it looks great -- more of an opening graphic, really, which is silent and smart,

beautifully designed, and similar in style to the genius, Saul Bass-like opening sequence for the series itself. (In the hyper-stylized Mad

Men opening credits, a dark-suited businessman jumps out of a skyscraper window, and in slow motion falls past the skins of the city

buildings, on which are silhouetted ads for scotch and hosiery. It slyly mixes references to subliminal seduction, Alfred Hitchcock, Andy

Warhol and the whole American cultural nervous breakdown to come.) (Click here to read more)

BRIGHT IDEAS FOR 2008

Times change, of course, but the need for good ideas does not; technology and social mores merely influence how they look, while

innovation remains the immutable constant. So what are some of the hot new ideas in 2008? We went hunting and came back with the

ones featured here. Granted, this list is hardly comprehensive, and these ideas might not all be right for every brand. But each contains

the ingredient critical to any good marketing, cleverness, which solves any problem you’ve got. (Click here to read more)

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Revelation
RUSSO PROFILE

Stacey Boudreaux Grow, Account Executive

Hi, my name is Stacey. I am an account executive. I have one daughter. My husband is an artist.
I love my family. I read the New Yorker weekly. I enjoy debates. I like pirate paraphernalia –
I’ve had the same red bandana since a family trip to Indiana when I was 6 years young. I love to
cook. I love to read. Some of my favorite fiction authors include: Hemingway, Austin, Fitzgerald,
Barnes, Hornby, Parker, and Kundera. I don’t like spiders. I sing loudly in my car. I have a fierce
sense of justice. I support local vendors whenever I can. I love music. I’m an indie rock girl with
classical roots. Some of my favorite bands include: Mogwai, Belle and Sebastian, The Shins, Led Zeppelin, The
Smiths, The Beatles, and Dirty Laundry. I like to stay busy. I like working downtown. I like traveling. I like retro
clothing. I like to sew – even though I can’t do it well. I like “That’s what she said” jokes, and I’ll call out my own
before you can.

I’m competitive. I don’t like fluorescent lighting. I love my friends. I talk to myself when I’m concentrating. My
brow often furrows when I’m absorbed in something, giving the illusion of grumpiness. I have no piercings or
tattoos. Favorite movies: Roman Holiday, This is Spinal Tap, Annie, Annie Hall, Ms. Parker and the Vicious Circle,
and Lost in Translation. I’m laid back about some things and severe about others. I like to work. I like to be liked,
but don’t have to be. I enjoy talk radio. I have been writing a book, based on my many opinions, called “The Book
of Stacey” since I was in seventh grade –It will never be finished. I’m an excellent listener. I’m a better person
now than I’ve ever been.

Continued Next Page

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Revelation
RUSSO PROFILE

Stacey , Account Executive Manifesto Continued

As your new Account Executive I wanted you to have a sneak peak of exactly who I am. I understand that a lot of
the details I’ve included are not necessary for a business relationship, but I’m not going to view our affiliation as
pure “business,” in the traditional sense of the word.

A business relationship implies formality, strict guidelines as to topics of conversation, and (worst of all) little
to no enjoyment. Not here. My version of business is personal + personality + perseverance. Your wants and
needs… I’m all about them. Your company’s objectives and goals… they’re mine too! Really - I just want to
understand WHY you are you. If I can do that, then customers will be able to see the same thing I do: motivated
and smart business — and by business, I mean the updated version… the likeable kind. That’s what we at Russo
like to call RESULTS.

I hope this Account Executive Manifesto has shown you a bit about the “Stacey Brand” within The Russo Brand.

I’m looking forward to getting to know you.

Stacey Boudreaux Grow

Account Executive
The Russo Group

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Revelation
A RUSSO RE SULTS C A SE STUDY: No. 00590 - 08

TSUNAMI SUSHI – DOWNTOWN LAFAYETTE/BATON ROUGE. Branded Radio Campaign

Background: Tsunami, a well established restaurant located in Downtown Lafayette and Downtown Baton Rouge, Lousiana, approached
Russo to develop a radio campaign that embodied the essence of their brand, as well as the quality of their menu and their award winning
sushi chefs. The result was a campaign that soon had the entire region buzzing. According to Michael Russo, Creative Director at The Russo
group, “As far as strong brands go, Tsunami has their act together, which made writing and producing spots for them that much easier. The
owners gave us a few parameters and basically set us loose. They are a great client to work for, and I think the end product reflects that.”

Click on the links below to hear two of the spots

from the Tsunami “Sushi Chef” Campaign.

SPOT 1 – GREATEST SUSHI CHEF

PLAY STOP

SPOT 2 – MR. KIMORA

PLAY STOP

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Revelation
CONTACT THE RUSSO GROUP

We would love to hear from you, whether you’re ready to jump right in, or you need to learn a little more about us. Perhaps you
just need someone to talk to. We’re good at that too. Either way, we look forward to speaking with you about your needs, and getting to
work on producing RESULTS.

Phone: 337.769.1530 • Fax: 337.769.1531 • E-mail: info@therussogroup.com

116 East Congress Street Lafayette, Louisiana 70501

Website: www.TheRussoGroup.com

Editor-in-Chief / Creative Director: Michael J. Russo • Art Director: Gary LoBue, Jr.

REVELATION is published in 12 issues yearly by The Russo Group • Copyright © 2008 The Russo Group

N E X T MONTH AT GALLE RY R DOWNTOWN

culture (kul•cher) n.
1. The sum of attitudes, customs, and beliefs that distinguishes one group of people from another

Lucius Fontenot Downtown ArtWalk | August 9, 2008

culture

Gallery R Downtown will be featuring the work of photographer Lucius A. Fontenot for the month of August, in a show
(kul•cher) n.

called, “Culture.” The artist, born and raised in Mamou, LA realized at a young age that Louisiana had something
people wanted to see. With this insight, he began an investigation into his own culture as seen through his lens.

Fontenot’s photos have appeared in La Louisiane Magazine, The Independent Weekly, Living Blues Magazine,
SingOut! Magazine, Le Journal de Montreal and on the CD covers and websites of many local bands. His most recent
exhibitions include ‘Archive Aid’ at Architects + Artists; ‘Higher Learning’ at Louisiana State Archives in Baton Rouge;
and the 2008 ‘Southern Open’ held at the Acadiana Center for the Arts. In addition, he is a member of the Professional
Photographers of Louisiana and The New Orleans Photo Alliance, and was Festival International de Louisiane’s official
photographer for 2007.

AT THE RUSSO GROUP

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