Happy Birthday to Us! 

When I stepped away from my first agency, O’Connell, Norton and Partners, effectively founded 12 years prior, and created FoodMix Marketing Communications, I had one simple goal. That goal was based upon the knowledge that to create a great agency, you need to build a collaborative team. Thus, I did not borrow my own equity and put my name on the door again. I removed the “I.” 

That simple goal was to use lessons learned as a brand creator on the client side as well as an agency founder and leader to create a great and sustainable agency brand. FoodMix’s vision was, and is, to be the premier food marketing agency. Our mission was, and is, to keep our clients’ brands within arm’s reach, wherever and whenever their patrons and consumers desire to satiate their appetites and quench their thirsts. We are pioneers in B2B2C marketing with our consumer-centric approach. 

Today, we are true to our mission and have achieved our goal. FoodMix is a strong, sustainable brand. We are an icon of the food marketing profession. Our goal has been achieved. Thank you. Thank you to our team, our clients and our trusted partners. 

So, after 25 years (37 as an agency founder and leader), what are some lessons learned – what from the past can we all draw on to fuel the future? It’s a great question, and I hope this answer will inspire our future leaders and work in some small way. 

Here is my simple answer: The Big Idea still matters. Creativity is a craft that builds brands and businesses, if nurtured. How we achieve the Big Idea and the tools we use to inspire and nurture creativity have changed dramatically over the last four decades. In my career we have gone from racks of markers at every art director’s drafting desk and typesetters/film separators to computers (remember the original Macintosh?), all the way to the AI Revolution we are in today. Big changes, not just for the ad game, but for the world. None of them create the Big Idea or are truly creative. Yes, we have more insights, readily available to aid us in our craft – but none of it has ever created the Big Idea – and I believe it never will. Every Big Idea, in every field, was conceived by creative minds guided by good insights working in an ego-free collaborative environment. 

I have had the chance to work on some iconic campaigns – all anchored by the Big Idea. Some I played a support role, some I led – none of which I would call mine. In every case there was a team of amazingly bright people with a deep understanding of the soul of brands. Pork: The Other White Meat and Milk Mustache/Got Milk? were two iconic campaigns that I got to support and that taught me the why and how of the Big Idea. The HOW is tough to explain. The WHY is easier, because both Big Ideas changed their respective industries. They reversed declining sales during their runs. The Big Idea is not about entertaining; it is about engaging and connecting. It’s not a Big Idea if it does not generate results. Many of our Big Ideas are not as visible as well-funded consumer campaigns, but I am proud that their results are very clear – we don’t just love brands; we help nurture them with our clients. ADM – Feeding Your Food Business, Coca-Cola – Food’s Best Friend, Rich Products – Caring for Customers Like Only a Family Can, Smithfield Culinary – Creating Menu Inspiration, Red Diamond – Expect Perfection, and Custom Culinary – True Flavor are just a few examples.  

So where do we go from here? Met goals are met with new goals. FoodMix remains committed to creating Brand Love by championing the Big Idea. Evolving with the environment is how leaders succeed. AI is a new frontier and will continue to make our craft more efficient – but the creative talents of bright people, collaborating, will continue to own the Big Idea.  

The legendary Leo Burnett farewell speech was entitled “When to Take My Name off the Door.” He cautioned against prioritizing profit over creativity, compromised integrity, or lost respect for the creative people who make the work. My name is already off the wall, and this is not a farewell. But his points are critical guides for agency leaders – creativity is ours to nurture, protect and defend.  

As for me, I learn something new every day. The talent I get to work with, and increasingly for, inspires me. The work and results seem to get better as I turn my attention to supporting the team and transition to coaching to help others develop and master their craft. It’s a new chapter but the same joy.  

We are blessed to be able to play with our food every day, create brand love for the biggest and best names in food, and of course create those Big Ideas. I am forever grateful to all in the past and present that have helped create my most loved brand.  

Enjoy the Journey