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IHAVEANIDEA.ORG > articles >  Open Letter To Three Canadian Magazines

Open Letter To Three Canadian Magazines

Posted on July 31, 2004 and read 7,018 times

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Open letter to Marketing Magazine, Strategy Magazine and Applied Arts.

I am deeply offended by the actions taken at our 2004 Clios event show by these three Canadian magazines and I’d like to let everyone know in the hopes of making a progressive change in the future.

Let’s start with Marketing Magazine. They asked if they could come to the 2004 Clio Awards Show presented by ihaveanidea. They asked if they could interview Mark Gross while at the event. We were thrilled to have them come and cover the event, so we decided to give them 4 press passes (worth four hundred dollars), at the cost of the people actually buying tickets so they could come and enjoy the show and write a little something about what ihaveanidea was doing.

They came to have a few drinks, took some gift bags and pretended that Mark Gross was there for them, when I specifically mentioned to every journalist that was coming to the ihaveanidea event that we had brought him to Canada (not to mention the three other gentlemen that spoke). ihaveanidea gave Mark a hotel room and successfully completed the ardous task of getting him from Disney Land to Toronto so he could replace Bob Scarpelli at the last minute, in-order to share with Canada his experience and knowledge.

After the event, I asked Marketing if they were writing about the actual event. They said no. They were only writing about Mark.

So I wrote this to Stan, the editor:

Hey Stan, hope you’re doing great, I’m sorry you couldn’t make it to the night. It was amazing.

I talked to Paul and he told me you guys are doing a Q&A about Mark Gross. I just want to make sure that at the beginning of that Q&A it is specifically mentioned that “ihaveanidea brought Mark Gross over to Canada for its 2004 Clio Awards Show in Toronto and that our URL is listed as well “”

I would really appreciate if you could write a little more about the event because we gave Marketing four tickets, as media. It’s my understanding we all do that in exchange for a little coverage. I would not feel good if the only thing that comes out of that is an interview with Mark Gross. It took me over 40 phone calls to get him here and money to put him up and two months to get this event organized. I don’t mind sharing information, but I would mind it we don’t get recognized, and the event doesn’t get the recognition it deserves.

I know you understand.

As proof of mutual correspondence, eye for an eye, last week we posted a great and honest article on the digital marketing awards for which we got a press pass for.

In this week’s Marketing Magazine you’ll notice a Q&A with Mark Gross. It doesn’t mention a peep about ihaveanidea or the event. It only states he came for “a Clios showing”. What the hell is a Clios showing anyway?

What’s wrong? Is it against Marketing Magazines mandate to acknowledge to your readers that Mark Gross came to Canada because of an ihaveanidea event showcasing the Clios? Can’t Marketing put ihaveanidea’s name on the article? Can’t Marketing support the effort ihaveanidea made to bring a hot-shot American creative to talk here? Was it really necessary for Marketing to disregard my email and take credit for that interview? Perhaps I’ve got things confused, but from what I understood, Mark Gross came to Canada because ihaveanidea asked him to, not because Marketing Magazine invited him. Am I confused or something?

Even Strategy’s editor called me asking for press passes and the right to interview Scarpelli. Again, I said of course, and so we gave Strategy 4 press passes to cover the event.

And when I asked Strategy where and when the event coverage would be, their response was that they also wanted to do an interview with Bob Scarpelli, but since he didn’t make it they were not going to write about the event, and in any case, they said they don’t write about events per se.

From a national point of view it seems unjust to write only about the big American boy, without paying respect to the other 3 great speakers and acknowledging the efforts of the night. And even worse to write nothing at all!

And the 2004 Clio Awards Show presented by ihaveanidea just wasn’t “noteworthy” enough for Applied Arts to care about it. In fact they complained there wasn’t enough food. Funny to have someone that received a free press pass complain about the food (which was plentiful in fact). They also made it clear they had no space to write about the event. So let me get this straight. You knew you weren’t going to write about the event, but you ask for press passes? Where’s the press in the pass?

The Canadian advertising industry members that went there that night worked hard to pay for the 1000 dollars worth of press passes that these industry magazines got for free so they could eat, drink, shmooze, get gifts, and then not write anything about the event.

Was the 2004 Clio Awards Show presented by ihaveanidea merely procedural?

I think it was a substantial night for our industry and I think it will have immediate industry influence.

We do understand the night wasn’t perfect. The jazz band was too jazzy, Mike Welling stole all the passing glances, some people thought the speakers talked too long, some think they didn’t talk long enough, we ran out of red thongs and some were even upset they didn’t get a copy of all the speeches. We’ll fix those things. We’ll get better. I don’t really care if we screw up or succeed at doing them, as long as we do them. ihaveanidea doesn’t organize events to have a positive balance sheet, we do our events with the goal of imminent positive changes in our industry. Have a look.

But what I’m pissed off about and what I expect is plain and simple: Equal treatment.

The standards that apply to your events we believe are the same that apply to ihaveanidea events. Perhaps what you believe to be fair is different than what I believe. That’s fine. People can have different opinions. Though, we’d appreciate it if you told us upfront so we wouldn’t have had to turn people away at the door next time. As some of you know, we were way over our capacity and tried to make room for you, because we thought it was important.

So, if you just want to sell your magazines please go ahead, but don’t take advantage of ihaveanidea.

We’re a bunch of creative folk giving a shit about our industry and doing everything we can do to make it better. We deserve better. It’s funny that Canadian magazines don’t want to acknowledge to their readers that ihaveanidea exists on the same week that Adweek is calling to find out about the Clios event and Communication Arts Magazine from the US is featuring us in their December Advertising Annual.

We have worked hard to get everything we have done so far. In fact, my ihaveanidea team is comprised of the lowest of the low ranks in the advertising industry, so you really have no right taking advantage of us. The foundation of ihaveanidea comes from the idea that sharing creative knowledge will benefit everyone in the advertising industry. ihaveanidea is a project (though some would say we’re just a Web Site) with an ideal mix of information, instruction and inspiration for quelling the self doubt and anxiety that everyone in this business seems to go through at one time or another. It’s all about practical know-how to enhance the industry’s effectiveness and make it accountable. We’re doing this for free. We’re doing ihaveanidea to help our industry and yes, even you.

We do these events and promote our industry to more than 150,000 unique visitors that come to the Web site every month, to the 11,000 people that have already signed up to our newsletter and to anyone who genuinely cares about advertising. We do it because in this inter-connected world of global communications the more information you have at hand – and the better you use it – the better your chance of success. We do this, not just because we – as an industry – need to figure out where the industry is heading in the future, but because we must take it there and beyond.

We want the advertising industry to grow. Do you?

Ignacio Oreamuno




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