Author: Bob Cargill

Tuesday, March 2, 2004 – When I had my own business, Cargill Creative, in the early ‘90s, I was a very active member of the New England Direct Marketing Association. I enjoyed the camaraderie of the meetings -- the deep, lasting friendships that were formed, the vast network that was built -- so much so that for ten straight years my attendance was nearly perfect. After my term as president in 1999-2000, however, the NEDMA experience became almost anticlimactic for me, and my participation in association activities slipped precipitously. I’ve still shown up for the annual awards show and conference, but like a fair weather friend who always seems to have something better to do, I’ve only made it to a couple of regular meetings each year. My bad. Tonight,…

Monday, March 1, 2004 – We have our first all-hands-on-deck staff meeting this afternoon, at which I plan to resurrect my story about green and purple ketchup. I’ve told this story on a number of different occasions in the past, whenever I want to make a point about creativity and change. I’ll ask my audience to put themselves in the shoes of H.J. Heinz executives the first time someone suggested the company offer its traditional red ketchup in both “Blastin’ Green” and “Funky Purple.” Of course, such a notion must have seemed farfetched, almost foolish, at the time. But just a few years later, young, impressionable children -- including my own two boys, Scott and Ben -- couldn’t get enough of these two new shades of the condiment. Now I’m…

Tuesday, February 24, 2004 -- In the last 24 hours, we sent my press release out to nearly 200 clients, prospects, industry colleagues, friends and members of the media, announcing to this pond in which Yellowfin swims that the new employee has been granted his fins. Talk about diving into the water -- headfirst! Already I’m working on a couple of direct mail packages for one of our nonprofit clients in the academic world. I've never been one to dilly dally, though. So bring on the deadlines. It's not like I haven't been there before. Sarah -- she's our Art Director -- and I held an invigorating brainstorm session today. And tomorrow I owe her headlines and key copy points. But that’s not all that’s on my plate. I’m looking…

Friday, February 20, 2004 -- At lunch, I took a long walk around the Boston Design Center, the building in which Yellowfin is located. Wow! Like clockwork, one monstrously large plane after another flies directly overheard, jet engines roaring, negotiating their way in and out of Logan Airport. Like a lost tourist, I found myself meandering down a long South Boston pier, where I noticed just how spectacular our view of the city skyline is across the harbor. Our building itself is an incredible sight, looming some 1,638-feet long and 126-feet wide, having been built in 1918 as a military supply depot. Today, it is home to dozens of fancy showrooms chock-full of fabrics, furniture, lighting, art, antiques, kitchens, baths, you name it. It’s a veritable candy store for interior…

Thursday, February 19, 2004 -- I realized today just how entrepreneurial an environment it is here at Yellowfin, which is a reflection of -- and credit to -- my boss, David, who is the president and CEO of this agency. His open-mindedness and seemingly boundless vision go a long way toward reaffirming my decision to join forces with him and his crew. On at least a half-dozen occasions today, I found myself engaged in conversation with him over new ideas for taking Yellowfin and our clients to the next highest level. It is mutually advantageous to have such a direct and immediate pipeline. In him, I have a kindred spirit, an alter ego, someone whose passion for business is exceeded only by his commitment to his wife and children. In…

Tuesday, February 17, 2004 -- Today was my first day on the job as Senior Creative Director of Yellowfin Direct Marketing. And it couldn’t have gone better. It really was, like the U2 song that I woke up to in the morning, a beautiful day. Of course, the fact that I'm working in an agency that is smaller than the department I managed at my last job will be an adjustment for me. But that one difference promises to be offset by the many similarities between Yellowfin and everywhere else I have worked. I see this as my opportunity to put it all together, to take the best of the rest and help build the prototypical work place. Our relatively small size will allow me to focus on championing client…