TBWA\TEQUILA\Malaysia • MAD.KL

More Gold for M:TA

2009-05-29T12:14:00.002+08:00

Asian Marketing Awards will have to create a new category next year – “Most Consistent Award Winner at AME’s.”

This week another Gold came our way when Malaysia Truly Asia tourism campaign won the Best Sustained Success.

That makes a total of 33 major awards for this campaign, adding more fuel to the claim of Malaysia’s most awarded campaign.

The Shafiee we knew...

2009-05-08T12:06:00.006+08:00

Mohd Shafiee Bin Abu
23 Aug 1968 – 06 May 2009

Some mornings he would be late because he had a flat tyre or his bike wouldn't start. And there were mornings he had to take his father to the hospital. Sometimes he would take forever to deliver a document or forget to collect a receipt. This filial son and bachelor who loved his food as much as he loved to look ‘gaya’ has left us suddenly on Wednesday 6th May 2009.

Shafiee joined ISC Worldwide Partners on June 8, 1999 (one month and 2 days short of his 10th anniversary with the Group). This ‘handyman’ enjoyed painting walls (he was the guy who did the minor touch-ups around our office) and making desk/wall organizers (check out the useful leaflet organizer hanging on our pantry wall). His team mates, Shoaib has known him for 12 years, Mahendran and Guna 8 years. They have worked, been on company trips, argued and laughed together through the years.

We would all like to convey our heartfelt condolences to his dad and his 9 siblings who will miss him terribly, as will we.

“Don’t make my blood go upstairs” he’ll say and we’ll burst out laughing amidst an argument with him...

Be careful out there!

2009-04-29T12:20:00.003+08:00

First the bad news – the economy, and now the not so good news – Swine flu.
It seems this is to be a very testing time for the world. Here are some simple facts about Swine Flu and what we should be doing about it. Our government’s main emphasis at this stage is to try and keep the virus out of the country and we do that by instituting our border control measures. For Malaysia that is difficult as we have porous borders to the North and from across the Straits. Here are answers to some of the questions you may be asking yourself:

Is it really so deadly? How many have died?
Media reports seem to have been misleading. Yesterday (April 28) Vivienne Allan, from WHO's patient safety program, said the body had confirmed that worldwide there had been just seven deaths - all in Mexico - and 79 confirmed cases of the disease. "Unfortunately that (150-plus deaths) is incorrect information and it does happen, but that's not information that's come from the World Health Organization," Ms Allan told ABC Radio on Wednesday morning. “I repeat, the death toll is seven and they are all from Mexico."Ms Allan said WHO had confirmed 40 cases of swine flu in the Americas, 26 in Mexico, six in Canada, two in Spain, two in the UK and three in New Zealand." But numbers will change daily; already this morning we have heard of one case in Thailand and another in Korea.

Is swine flu resistant to the anti-viral drugs Tamiflu and Relenza?
The information we have from the US is that both Tamiflu and Relenza would be effective against the new virus, and we should be planning to use anti-virals both for people who have Swine flu and their contacts. At this stage there is no information to suggest that the new virus is resistant to either of those two drugs.

When will there be a vaccine for the swine flu?
The WHO and centers for disease control in the US are working probably day and night on this issue. It is quite a complicated process, they have got to isolate this new virus, they have to determine how they can turn it into a vaccine strain and that process will take months.

In the meantime, should I wear a face mask or take anti-virals just in case?
No, people who have not traveled at all and are feeling quite well should just go about their normal business. But remember your Avian Flu drill. Wash hands regularly, be alert for symptoms and get to a doctor quickly if you feel symptoms.

What are the symptoms?
Symptoms of swine flu are like regular flu symptoms and include fever, cough, sore throat, body aches, headache, chills, and fatigue. Some people have reported diarrhea and vomiting associated with swine flu. Those symptoms can also be caused by many other conditions, and that means that you and your doctor can't know, just based on your symptoms, if you've got swine flu. It takes a lab test to tell whether it's swine flu or some other condition.

Should I still get the normal flu vaccine shot?
Flu vaccinations are certainly recommended for anyone in the vulnerable groups - over 65s or the chronically ill.

Should I avoid overseas travel?
The WHO so far has not suggested that people put off travel to other parts of the world, nor have they suggested that any country close its borders. But common sense should prevail.
This outbreak has traveled from Mexico to it’s immediate neighbors, the US, and as far as the Spain, Israel, Thailand, Korea and New Zealand by plane. Most governments have put up travel advisories. As of yesterday (April 27) The Health Ministry has advised Malaysians against traveling to Canada, Mexico and selected US states.

Should I wear a face mask on a plane?
If you were completely asymptomatic and feel quite well it shouldn’t be necessary. As we learned during the Avian Flu scare, face masks have limited effectiveness anyway.

HEY BODOH!

2009-04-23T12:16:00.002+08:00

Thanks for all the fast responses yesterday. They are worth sharing. I’ve put them into categories of frustration:

TAILGATING
People who tail me closely – even while I am on the slow lane
Tailing you right behind your butt, as if they are in such a rush!
Tailing my back really close…especially women.

NO SIGNAL
Overtaking without giving signals
Do not signal when you want to turn!
Making a turn without signaling
Too lazy to use their signal lights!
Don’t use signal lights. Expecting other vehicles to read their mind
The 1 second signal rule, => signal for one second and then immediately jump on to your lane.
Changing lanes without looking at the side mirror and back mirror and without signaling!
The signal comes on AFTER taking the turn.
Changing lanes without turning on signal light.
Idiots who don't use their signal lights and think it's absolutely OK
Giving the signal after taking the turn
Changing lane last minute and without signal. That includes motorcyclists.
Drive without signal given, like iIm part of their brain know where they going
Changing lanes and slotting themselves into your lane WITHOUT INDICATING!!!

SLOW DRIVERS
When the driver in front of you is cruising at 40kmph….on the right lane! Clueless!
Driving at 40km on the fast lane of the express/highway!
Slow coaches on the fast lane!!!!
Driving at 40 in a 70km fast lane
Drive slowly in a fast lane.
People who hog the fast lane – they don’t seem to understand what a fast lane means.
Taking their own sweet time driving at ridiculously slow speed.
10km/h on AVERAGE!!!!!!
Driving real slow at 50-60kmph in the fast lane on the highway of 3-4 lanes
Drive like everyday is Sunday

ROAD HOG
Road hoggers!!! absolutely hate them.
Any jackass who drives in the middle of 2 lanes
Hate cars driving in the middle of two lanes blocking others at the back.

INCONSIDERATE / RECKLESS
Coming out of junction without stopping as if they have the right of way!
Making last minute decisions to change lane, turn or stop
Simply brake whether there is car in front or not.
The lack of common sense
Young drivers with loud music going zig-zag on roads – driving recklessly.
Those idiots, who drive big cars and pretend that their driving trucks.
Oblivious to the surrounding
Weaving in and out in a traffic jam
Idiots who swerve in and out – very close and very fast – they think their Dom in Fast and Furious.
The P drivers!!! They think they are indestructible
Parking indiscriminately
Can’t stay on a proper lane and not knowing what exactly where they are heading to.
Those running into other lane when turning – there’s a scratch on my car door coz of these ppl.
Ppl who seem to have a problem determining space or distance
Those who flashes their headlights (on highways), from miles away even when you’re already driving at 160km/h or 180km/h on fast lane.
People who seem to have high beam turned on by default. Or xenon mods.
Those who drive big luxury cars who don’t know how to park within their parking boxes.
Drive on the other side of the road. I think he may have been an American
When there is an emergency (ambulance or fire engine), the people don’t know how to move out the way or stop.
Drive like no one business on express lane

POTONG Q
Jumping queues at the traffic light/toll booths is my biggest pet peeve
Cutting queues when it’s already jammed. No patience.

MOBILE PHONES/SMS
Using a mobile phone without hands free.
Sms-ing whilst driving
On the phone, then changing lanes without turning on signal light.
Trying to put on some make-up, while on the phone, then changing lanes without turning on signal light.
Those who are on the phone (without h-free)

AND….
Those who light their hazard lights on when driving in heavy down pour….
EDITOR: They are right to do this. Why? You should put your hazard lights on if your car is a hazard. And people driving a car without using their brain are definitely a hazard.

Susan Boyle vs. Shaheen Shafargholi

2009-04-22T11:08:00.004+08:00

What is it about Susan Boyle that earns her 50 million Youtube views within a week? An amazing voice? No, it’s a good competent, pleasant voice but not an outstanding one. A classic Cinderella story? The more-than-plain woman who looked after her Mum until she died, who now lives alone with her cat, whose life is housework and singing, undiscovered, in her local pub? Is she the one person who embodies all of our dreams for our long-deserved recognition? Has she broken the myth that only the beautiful can win?

I frankly can’t imagine women rushing to their stylist to get the Susan Boyle look. Let’s face it, Susan Boyle is a freak show. Nobody on the production team of Britain’s Got Talent was surprised at that voice coming from that woman. An audition is mandatory before you get on these quests, so someone knew exactly what they were setting up right from the outset. They would have implored her not to get her hair done, to find a simple plain-woman’s dress. Her god-given talent is a blessing to the producers. Suddenly American Idol has just become the second best talent show on TV. Ratings will have soared, the money will follow.

But Susan Boyle is also disruption at its best. Unexpected, inspiring, a great brand story told in the most dramatic of ways. She was magnificence striding confidently onto the global stage. She showed them all and she made us feel both humbled and proud at the same moment. She is the personification of us and our dreams to achieve Maslow-nirvana. We should all be thankful to her for giving us that look on Simon Cowell’s face and we all felt a little superior as if it was our own talent that was making him sit up and take notice. But can she take us further? Can this brand story reward us consistently over the years? Or does the freak-show only shock once? Consistency being key the key to a successful brand, I’m not sure that her one soaring moment will keep us enthralled for years to come. I don’t think she will even win BGT.

My money is on the serious potential that the audience (and Simon Cowell) saw in Shaheen Jafargholi. He also has a great brand story to tell but it is a story that is just beginning. We were teased by his first appearance and the cleverly rehearsed switch of song from grown-up Amy Winehouse, the another great child-to-adult brand story, Michael Jackson. Isn’t it just perfect? We have to make him win to see if he grows up to become a child molester.

But Susan’s story has already been told in full. Will we still love her when she’s had her eyebrows plucked, her spare chins removed and her hair styled? I think we will feel betrayed. That is the fragility of the disruptive brand story. You’ve all seen Susan, now here’s Shaheen. By the way, he also lives with his cat, and he still has his Mum, but she’s a single mother … the story unfolds...

All you can eat this weekend!

2009-04-16T15:06:00.012+08:00

Have a hankering for some Dim Sum? Head over to award-winning fine Chinese cuisine Tai Zi Heen Restaurant at the Prince Hotel, Kuala Lumpur for 'All You Can Eat Dim Sum!Master Chef Ricky Thein and Dim Sum Chef Loo Sai Wah prepare a sumptuous variety of Dim Sums for your weekend indulgence.

Available every Saturday and Sunday & Public Holidays from 11am to 2:30pm at RM 45++ per adult and RM 22.50++ per child, below 12 years old. Tai Zi Heen is located on Level 2 of Prince Hotel. For reservations call 03 2170-8888.

Local celeb takes a Webby Award!

2009-04-15T15:27:00.008+08:00

Melissa Indot has been selected as an Official Honoree for the Celebrity/Fan category in The 13th Annual Webby Awards, the world's most recognized web awards show!

With nearly 70 categories, Website entries make up the majority of Webby Awards Winners, Nominees and Honorees. To be selected among the best is an incredible achievement worthy of praise -- and perhaps a little bragging. Up there with Melissa are supermodel Cindy Crawford, British band Coldplay and MTV!

Of the nearly 10,000 entries submitted to the 13th Annual Webby Awards, fewer than 15% were distinguished as an Official Honoree. This honor signifies an outstanding caliber of work.

So, congratulations TBWA\TEQUILA Malaysia for conceptualizing and developing the website!

Check out our 1st Webby Awarded site here !

Keep rolling, rolling, rolling!

2009-04-15T10:36:00.006+08:00

The MICHELIN Man knows all about conserving energy and saving fuel. After all, he was behind the successful creation of MICHELIN's Green Energy saving tyres back in 1992, which was and still is a hit today globally. Now he's going around Peninsular Malaysia on a road trip to show you how MICHELIN tyres can help you drive more and save more.

Together with his crew, the MICHELIN Man will take on the open road for a month long journey. He will capture the sights and sounds of Malaysia and Malaysians through his photos, videos and travel journal. But most importantly, he will share with you valuable fuel-saving knowledge and tips.

The beautiful island state of Penang was his first stop. And a bunch of us took this opportunity to keep him company on his maiden tour. Overall, we had a great time packing in an extra 10kg thanks to the sumptuous Nasi Kandar, Char Kway Teow, Ochien and Chendol. Burp! We’re all beginning to look like the MICHELIN Man now, wonderful!

If you didn't catch him in Penang, fret not, his journey continues…

• 1 Utama, PJ, Saturday 25th April and Sunday 26th April
• Mahkota Parade, Malacca, Saturday 2nd May
• Tebrau City, Johor, Saturday 9th May
• Sungei Wang, KL, Saturday 16th May

Check out the rest of his journey here!

Get yer mouse on this!

2009-04-14T10:56:00.003+08:00

Want a cool mouse pad to match your wallpaper? Look for Anna and tell her one of our values and get yourself a brand new TBWA\TEQUILA Malaysia mouse pad.

MTB on TV!

2009-04-08T16:24:00.003+08:00

168 compelling reasons to invest in Malaysia, but one really good one – Malaysia is now more than merely one of the best tourism destinations in the world; it is now one of the best places to do business and to invest in. Here are some key moments of the landmark launch of MTB in Kuala Lumpur on April 6. Soon the world will discover that one CAN mix business AND pleasure, and the time is now, the place is Malaysia!

TBWA\TEQUILA Malaysia boleh!

2009-04-07T16:13:00.008+08:00

Last night we launched an exciting new brand - Malaysia: Truly Business. It's not the normal project where we are briefed by a client and we carry out the work. This is our initiative. It is our brand, fulfilling the true spirit of 10x10 - items 1, 4, 8 and 9. We created it for Malaysia: Tourism Malaysia have sponsored its development and have helped us to bring it to the world, but it is our brand to nurture and grow the way we want it too.

The first component, the website, launched by Tourism Minister YB Dato' Seri Azalina Othman is to become a key resource for potential investors to research and evaluate Malaysia as a superior business and investment destination, serving as a gateway to doing business in Malaysia. The one-stop portal of compelling facts will be a platform for Malaysia to showcase to the world a multitude of business and investment opportunities in various sectors including financial, manufacturing, services, and technology.

Prime Minister YAB Dato’ Sri Najib Tun Razak said, "I applaud our Tourism Ministry's pro-active sponsorship of this significant business information website to attract the attention of a multitude of the world's captains of industry to look at Malaysia as their new investment destination once we are all out of the current worldwide economic downturn, or even as a timely move to help quicken their return to economic well-being during these most challenging times".

Check out the website here!

Balls up, guns blazing, etc, …

2009-04-06T11:22:00.002+08:00

We all know that 2009 is going to be difficult. And we know from news around town, that other agencies are already doing it tough. But we also know that we have the most passionate, disruptive, collaborative and fearless team. We are winning new business, creating new opportunities and growing - as planned.

So it’s no surprise to see this happy, smiling group who, despite all the negativity in the world, have just announced that we have cleared the first big hurdle for the year. 1st Quarter results are in positive territory. Our Group targets are met and it’s full steam ahead for Q2 and onwards.
Damn the torpedos!

Run for the money.

2009-03-31T15:58:00.006+08:00

The Standard Chartered Bank KL Marathon will be run in June. We will be organizing TEAM TBWA\TEQUILA Malaysia to have fun doing the run. Exclusively for our staff there will be cash prizes for runners who manage to do reasonable times. It’s worth starting your training now. Not everyone needs to run the whole marathon, there will be 5 km, 10km and half marathon events also:

Do 5 km in 25 minutes or less and win RM500.00
Do 10 km in 55 minutes or less and win RM1,000.00
Do the half marathon in 2hrs 20 minutes or less and win RM2000.00

And remember, you can add to the fun by designing your own running costume. For example, here’s one cheeky outfit!

Now I can tell you where to go.

2009-03-26T16:21:00.005+08:00

I have a new app on my iPhone. It tells me where to find the nearest public loo. Another useless novelty you say? Actually no, it's another clever, brand-behavior idea. Charmin (Do you like it soft or do you like it strong?) toilet paper has been providing free, clean toilets at busy festive venues for years and last made big news when they sponsored a luxury loo in Time's Square.

And now Charmin helps Blackberry and iPhone users to go when they've gotta go. Find the whole story here.
By the way, according Sit or Squat, the nearest public loo to our office is at KLCC; so if you are out and about better give yourself plenty of time. And the cleanest ones are on the ground floor but they cost RM1. Very useful info to know.

And the winner is .... BLINK!

2009-03-25T10:56:00.003+08:00

Last week we informed you that Blink was a finalist in the British Council's International Young Music Entrepreneur of the Year 2009. Now we are delighted to inform all of our readers that he is the winner!
A reminder about IYMEY:
IYMEY is an annual award which champions creative entrepreneurship in music, particularly in emerging markets. It is open to music entrepreneurs aged between 25 and 35 and recognises extraordinary achievement and potential. We are all very proud of you Blink.

Get your pulse back!

2009-03-24T15:10:00.006+08:00

The all new FREEDOM website is finally up and running - sexier and sleeker than ever! Leading the kick-off for the brand new FREEDOM World is 2 Days of FREEDOM. Set to be Malaysia’s largest two day outdoor music festival with three of the world’s top 10 DJs in one venue - happening on the 29th & 30th May 2009.

Mark those dates and register online now!

Where do we draw the line?

2009-03-24T10:20:00.002+08:00

We know that there is no longer any above-the-line versus below-the-line. And it is nearly impossible to determine if our audiences are on-line or off-line. But in these uncertain times it is always good to know where you stand. And, as Raj has discovered, these people in Gunung Brinchang in the Cameron Highlands have left you in no doubt...

Disruption cuts through, in everything we do.

2009-03-23T09:50:00.002+08:00

We also celebrate those who dare to disrupt the conventions in their own place of work. Recently, David Holmes, a steward at Southwest Airlines in the U.S.A decided not to deliver the pre-flight safety announcement in your usual way. He took an unconventional route - he rapped it! He's now a Youtube sensation (with over 200,000 total views), and an inspiration to all of us Disruptives everywhere.

Speaking about his musical entertainment he said: "I didn't know how they were going to react, but I like to have fun at work. People started getting off the plane and said to me 'that's the first time I have listened to the emergency instructions'."

In an ABSOLUT World, you would be there too!

2009-03-19T16:39:00.009+08:00

Tantalizing escapades to the soundtrack of pulsating beats illuminated Kuala Lumpur as ABSOLUT launched its stylish new Gift Pack at the ‘In an ABSOLUT World, Every Night is a Masquerade’ Launch Party at the Lodge Hotel on March 13th. Exclusive guests & celebrities were treated to an unforgettable night of revelry and expression, along with a chance to win some fabulous prizes in various fun activities throughout the night.

Dressed to impress, the Lodge Hotel was transformed into a whimsical but lavish playground with unique themes and personalities in a quirky and fun manner that celebrates the spirit and splendour of ABSOLUT Vodka. The vision where any night can be turned in to a glamorous masquerade and become a bit more joyful, glamorous and fun where people can embrace their glamorous side can now be realized with ABSOLUT. Expect more ABSOLUT events coming our way this year!

Just another day at the white board

2009-03-19T16:23:00.002+08:00

Click on image to view close-up.

The Movement

2009-03-18T15:13:00.006+08:00

F&N SEASONS has launched a new thematic campaign called "The Movement". Comprising of TV, outdoor and BTL, this new campaign injects vibrancy and youthfulness into the brand strengthening its relevance to younger consumers. The first airing appeared on 13th March 2009.

If you've not caught it on the telly yet, here's a private viewing.

Smarties Reinvented

2009-03-17T16:06:00.004+08:00

Firstly, this brand of candy is not to be confused with the Nestle product, it is the American Smarties – very sweet, very sugary, and very easy to grind up into a fine powder. So what happens when kids reinvent a 60 year-old product? Something that the brand owners would probably wish never happened, but maybe the sales manager hopes will keep his job going for a while.

Apparently these videos have been around for a couple of years already but have only just begun to gain popularity. Coke and menthos chaser anybody?

Gold at ITB in Berlin: Take 2

2009-03-17T15:17:00.003+08:00

The ITB in Berlin is the world's largest and most prestigious annual tourism and travel fair and this year's Gold Award to ISC is the agency group's 28th top international award for the nine-year old "Malaysia: Truly Asia" campaign, the world's most awarded tourism destination ever and which is in the running for at least two more by mid-2009.

ITB's organizing president Wolfgang Jo Huschert with ISC's Account Manager Nurul Othman (left) and Account Director Nor Amanah Latiff (right), holding ITB's Gold Award for best Print Campaign awarded to ISC's "Malaysia: Truly Asia".

Ready, Set, Go.

2009-03-16T17:19:00.010+08:00

After weeks of intensive planning, the new Visa Go campaign from TBWA goes live today. This is the campaign that won the global Visa business for TBWA just a few months ago...

If you picked up your newspaper in KL this morning you couldn't have missed the wrap-around covers and colour launch ads. But if you haven't got to read a newspaper yet, there's no need to miss out. Here is a taste of what you will see.

The TVC has been on-air since last Friday 13th, a lucky day for Visa!

Keep the confidence, keep the momentum.

2009-03-16T11:58:00.003+08:00

An inspiring message from Tom Carroll reminds us that we are still the best and that we are in better shape than other networks!

Click here to view video.

Malaysia Truly Asia wins Gold … again.

2009-03-13T16:13:00.000+08:00

Is this Malaysia’s most awarded campaign of all time?
Yesterday’s Gold award from one of the world’s leading travel trade show, ITB Berlin, is the 24^th major award win in this campaign’s illustrious 8 year history.

Malaysia: Truly Asia has become a global case study for tourism promotion. Strategically and executionally it is one of the best of all time, as further proven with its Gold Award for Best Long-Term Marketing and Brand Building in last year’s Asian Marketing Effectiveness Awards.

Nor Amanah Latiff and Nurul Othman will return from Berlin next week with the trophy for Gold in the Print category. Meanwhile here’s a picture of the ad and Gold from that same festival last year where M:TA won Gold for the best online campaign in the world.

Next year …… ?

The British Council just Blink’d

2009-03-13T11:59:00.000+08:00

10x10: Item 3. ATTRACT THE BEST AND MOST DIVERSE TALENT.

Our own Blink - DJ, Producer, Designer and Entrepreneur Extraordinaire has just been nominated as a finalist for the British Council International Young Music Entrepreuner 2009. The winner of the Malaysian national winner will compete against the world’s best young music entrepreneurs in the UK in June.

ABOUT IYME
IYMEY is an annual award which champions creative entrepreneurship in music, particularly in emerging markets. It is open to music entrepreneurs aged between 25 and 35 and recognises extraordinary achievement and potential.

The IYME 2009 Prize
The national winner will travel to the UK in May 2009 to take part in a tour of the music industry. This will include visits, meetings, and gigs in London and Manchester, an opportunity to promote the national music scene at The Great Escape music conference and festival.

The IYME 2009 winner will be announced at an awards ceremony during the UK visit. The prize will consist of a financial award of £7,500, which will be linked to the UK and tailored to the winner’s specific needs. The winner of IYME is decided based upon a presentation made by each candidate to an elite judging panel from the UK music industry.

About Blink
Blink is no stranger to the club scene in KL. At 26, he’s won awards and competitions for his turntable skills, played at international festivals such as the 2007 Global Gathering in the UK and has conceptualised and created several popular club nights - Eclectic Phunk, Mis-shapes, Hura Hura and LapSap, the last being his most successful endeavour yet. What started out as a monthly private party in the middle of the week has now diversified to include a clothing label and spin-off events: LapSap Junkyard Sales, LapSap & Co presents…’. Neither mainstream nor commercial, Blink believes that with LapSap they have created a home for the underground creative community – DJs, musicians, fashion designers, stylists, graphic designers – to channel their respective creative expressions. Blink wants people to know that there is more to music and clubbing scene than just being a DJ – there are economic and creative opportunites waiting to be made and taken.

www.blinkville.com

Welcome to the new TBWA\ TEQUILA\ Malaysia

2009-03-05T12:00:00.000+08:00

“Welcome to the new TBWA\ TEQUILA\.”

“But this is just the creative department.”

“We’re happy that you noticed. You are correct, we are just a creative department.”

“But who looks after my account?”

“Creative people.”

“And strategy?"

“Creative people.”

“Events? PR? Production?”

“Creative.”

“And don’t tell me, - Finance is managed by creative people too?”

“Of course. And how would you like your coffee?”

“You have creative coffee?”

“Actually that’s not us, it’s San Francisco Coffee downstairs. We outsource.”

“So let me get this straight. Every function in the agency is handled by your creative department.”

“Actually we don’t have a creative department per se. We do have an Ideas Department.”

“How many in your Ideas Department?”

“As of today, February 10, 2009, 146 people.”

“That’s a very big department. And what kind of people are they?”

“Disruptive.”

“Does that cause problems?"

“It causes solutions.”

“For who?”

“For you, of course.”

“OK, I’m totally confused, but let’s get down to work anyway.”

“Welcome to the new TBWA\ TEQUILA\.”