Breaking a few eggs to make an omelette.

Slow dissolve to my years at a small shop with national clients in of all places, Amish Country. There’s Tom Monahan, meditating during a break. We had hired Tom to help us figure out where we might go as 30-person agency. The answer was surprising. Cut to Tom recommending us to the United Way of SE New England who was looking for a new giving campaign. UNWSENE turned out to be a great, appreciative client who insisted the United Way is too vague and people want to see the numbers, the results. Our campaign, 3 TV spots and 20 full page newspaper ads, upset some New Englanders (who objected by letter and always enclosed a check). Our client’s reaction? “You have to break a few eggs to make an omelette.” The work not only reversed a decline in giving, it actually increased it that year by 11 percent. As an agency we were proud to contribute to a great cause and equally proud that the work hauled in the award show hardware.

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