A Whirlwind...Makeover. Nancy Lavo
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they want the status. They don’t mind paying the bigger price tag because they believe they are getting more. The finest quality. Exclusivity.” Maddie took a deep breath before finishing, “Bottom line, I think we should sell Swanson Shoes like Cadillacs. We would use the angle that their children deserve the best.”
Jack’s grin nearly split his face. He looked so proud Maddie half expected him to burst the buttons on his shirt.
Colton leaned forward, shaking his head. “I disagree. I think money is always of paramount importance, especially in uncertain economies like ours. I believe we’re dead-on by making value the focus of the campaign.”
With all attention riveted on him, Colton stood and began to pace. “As I see it, the problem isn’t the focus of the campaign, it’s the delivery. I took the Swanson Shoe video home over the weekend and watched the current television ads. B-o-r-i-n-g. This new president, Paul, is looking for fresh and innovative ideas. I think what is called for here is flashy presentation. New music, bold colors, aggressive staging. There’s nothing wrong with Maddie’s ideas, but in execution I believe we’d be giving Swanson Shoes more of the same stuff they’ve come to expect from Cue. We’d be handing Paul all the excuse he needs to walk.”
He was good. Maddie didn’t enjoy having her ideas shot down like mallards in duck season, but she had to admit, Colton did it with panache. He paced as he delivered his ideas, stopping and gesturing at dramatic intervals. Between the sight of his impressive self and the ringing authority in his voice, Maddie was half convinced she was an idiot. Evidently so were the others.
The creative team was one hundred percent behind Colton. Jack seemed less certain. He sat back in his black leather chair, balanced his elbows on the tabletop and steepled his fingers. After a lengthy silence he said, “Both ideas have merit…”
Colton seemed to sense his advantage, “Jack, you brought me on to update Cue’s image. I hope you’ll go with the same instincts that led you to me and allow me to draw up the campaign.”
Maddie wanted to applaud. The guy was a master. He seemed to be a natural at reading the crowd and delivering what they wanted. Wouldn’t that same innate ability apply to advertising?
Maddie thought her ideas were good. Really good. But what if she was wrong? It’s not like she had years of experience behind her. She certainly didn’t have Colton’s knack for reading people.
It was hard to give up her own plan, which she believed was a sound one, but ultimately the good of Cue outweighed her need for validation and acceptance. “I think he’s right, Jack,” she said.
Jack turned to study her face and gauge her sincerity. She nodded and smiled her approval. After another long pause Jack said, “Okay, creative people, you’ve heard Colton’s ideas. Flesh them out for me. I want sample print campaigns, radio spots and 30-second television spots. Make them trendy enough to convince Paul Swanson that Cue Communications has not gone the way of the dinosaur.”
Colton had a five-minute head start on Maddie when she headed downstairs for lunch. With her eye once again pressed to the door she’d seen him switch off his office light and head down the hall. Forgoing a delay for the sake of appearances, she darted out to follow him.
She’d have caught up with him if Jack hadn’t caught her.
“Maddie,” he called from his office. “Come in for a second. And close the door.”
She had no choice but to obey. She cast one last longing look at Colton’s retreating back before entering Jack’s office and closing the door behind her. She took the chair across from him at the desk.
Jack’s normally jovial expression was serious. “I want you to tell me honestly what you think of Colton’s ideas for Swanson’s campaign.”
She met his eyes to give him the reassurance he sought. “I liked them. You know they’re not the direction I’d have originally chosen. I’ve never been a big fan of loud music and erratic photography to sell a product. However, all that said, I believe Colton will make them work.”
She sat forward in her chair to continue. “From the little I’ve seen of him, I know he’s a natural. You’ve seen him, Jack. He works a crowd like a seasoned politician. If he brings that same power to an ad campaign, I can’t see how it could lose.”
“He’s good all right, but my gut instinct tells me your strategy is better.”
Maddie thought those were the nicest words she’d ever heard.
Jack said, “This is going to sound crazy, but the fact that I agree with you is why I decided to go with Colton.”
“You’re right. It sounds crazy.”
“Hear me out. Paul Swanson thinks Cue Communications is outdated. Since I’ve had the largest input in his previous campaigns I translate that to mean that I’m outdated. I’ve spent the last year teaching you everything I know. You and I think alike.”
Maddie nodded. “I see what you’re getting at. It’s possible you like my idea because it’s a product of your training.”
“Exactly. I don’t ordinarily second-guess myself. I’ve been in this business a long time and I have developed a certain sense about what works. But I’ve got to tell you, I was rattled when old man Swanson told me we were in danger of losing the account. For the first time, I wondered if I’ve been around too long. If my perspective is stale.”
He suddenly looked older. Grayer. Maddie reached across the desk to take his hand in hers. “My dad always said you were an advertising genius. And he was right. Part of that genius led you to Colton. Instinct told you he had something you wanted for Cue. You were right to go with your instincts. He can give Paul something totally new and different. And new and different just might be the ticket.”
He squeezed her hand with fatherly affection. “Thanks, Maddie.”
“For what?”
“For taking this so well. When I asked you to join the Swanson team I did it because I know your ideas are good and I wanted you to realize it, too. You finally open up and your ideas get shot down. That’s not how I planned it. So thanks, for being a big enough person to consider someone else’s ideas.”
She laughed as she stood. “You know as well as I do that no one has ever accused me of being less than a big person.”
His laughter trailed her down the hall.
Maddie once again selected a green salad for lunch. For variation she went with the diet Italian dressing that strongly resembled water with red and green flecks. Just past the cashier she paused to scan the room for Colton. Her first sweep came up empty. She sighed. With so many people milling around she might never locate him.
About halfway through her second sweep she caught sight of someone waving. Her heart skipped a beat until she realized it wasn’t Colton. It was Dan, the guy she’d shared a table and a piece of pie with on Friday. She balanced her tray in one hand and waved back before continuing her search for Colton. No sign of him.
Maddie glanced back at Dan. He was standing now, waving her over to his table. She hesitated. She didn’t want to commit herself should she suddenly locate Colton. She darted several more fruitless looks around the room.
Finally, good manners propelled her toward Dan. He was kind enough to offer her a seat and, realistically, she might never find Colton. Besides, Dan just might have another piece of pie he was willing to share.
It was slow going through the obstacle course of people and tables. Dan was smiling when at last she reached him. A crinkly eyed smile that made Maddie feel as though she’d stepped into a pool of bright sunlight.
“Hi, Maddie,” he said, pulling out a chair for her. “I figured you might be looking for dining companionship.”
“I had thought…” her voice trailed away as she glanced back over her shoulder.
“Looking for your friend Colton?