By Theresa Howe

People in the Seattle area like to think of our city as the top “dawg” in the PNW. And we are. But many of us enjoy visiting our quirky sister south of the state line, Portland.

You may have encountered the city’s smart, widespread advertising campaign called “Portland is Happening Now.” The ads are designed to promote tourism and the campaign ramps up during the rainy season. I’ve seen print ads, banner ads online and some savvy TV commercials. They focus on four categories: shopping, dining, music and beer. The ads capture the charm of Portland, from the city’s bike-centric culture, love of bookstores, and hip, tattooed residents.

Travel Oregon has an annual budget nearing $28 million. Travel Portland alone has a budget of more than $15 million dollars.

The Washington Tourism Alliance long term funding plan aims to raise $7.5 million annually to support tourism in the entire state. Visit Seattle doesn’t publically disclose their budget.

It goes to show that you have to invest in telling your story. If you want people to listen to you and love your brand, if you want to build a following, you need to back it up. Make people care. Take the time to carefully craft the tale you want to tell, then make sure you’re telling it on the right channels. Invest wisely and you’ll see the returns.

Do you have a story to tell? Contact us.

By Theresa Howe

This year, the theme was try and make the viewer cry. The Seahawks performance was enough to do just that for most people who were pulling for them. The ads themselves had little to nothing to do with the products being shilled, and leaned heavily on nostalgia to impart some yearning or greater message.

The best “message without a product mention” award goes to the Always Commercial themed around the common insult that one does something “like a girl.” Their message that doing things like a girl should be celebrated is spot on and they nailed it by airing this ad during the most male-machismo event of the year. Will more than half the population shrug this message off? Probably. But Always cited the fact that girls’ confidence plummets during puberty, which is a very real consequence of being shamed for having a female body. Like many of the other commercials aired during the event, it was highly dramatic and didn’t mention their product, but at least seemed to have a point.

For me, the best overall ad was by Esurance, with their “sorta you isn’t you” spot featuring Bryan Cranston. Maybe it’s because my sister’s a pharmacist, or maybe I just binge-watched all of Breaking Bad last summer, but can you imagine Walter White in full meth-making gear doling out your prescription medication? This line was perfect: “We’re both over 50 years old, we both used to own a Pontiac Aztec and we both have a lot of experience with drugs, sorry, pharmaceuticals. So. Say my name.”

I still have no idea what a lost puppy has to do with Budweiser, or how the tortoise drove the Mercedes. Not that great ads have to have to be strongly realistic, but give me something. The best line from a completely non sequitur commercial was the Dodge ad featuring centenarians – ”Keep your eyes open, and sometimes, your mouth shut.” Did it make me want the car? No. I found the elders amusing, but, much like the product, not persuasive enough that I’m going to drop $30,000 on the new Challenger.

I’ll admit I watch the game for the game, not the ads. The game was close but disappointing from my perspective. The ads were largely overblown and not advertisements for any product, but message statements. Is the drama of the “big game” so much that we’re going toward brand loyalty through politics and heartstrings, but products aren’t even worth mentioning?

By Theresa Howe

Recently, Renato, Abby and I returned to the University of Washington’s Foster School of Business for a “Meet the Firm” event, where we chatted about our work and aspirations to a group of graduating MBA students. We’re all Foster alumni, and remember attending many of these events during our time as students.

We hope to find some students who are interested in joining the 2A team as we continue to grow. The team building process is a careful journey, but returning to our roots at UW gives us the confidence that the people we’re talking to have great character and the excellent preparation afforded by the Foster experience.

Having graduated less than a year ago, the journey back to campus felt to me like a typical day from last year, albeit far more relaxing for me now than it was then. It was nice to run into friendly faculty and visit staff I worked with during my time in the MBA program.

Most exciting though, was to be able to share the experience of being part of the 2A team with people from this year’s graduating class. It’s great to see them interested in our work, asking excellent questions about our growth. The MBA program is an intense, stressful and rewarding process. I spent two years wondering what my next move would be, trying to land in a position where I could excel. I’m extremely happy I ended up as a member of the 2A team. I’ve learned a lot in my first five months, enjoy each work day, and look forward to continuing my growth as 2A expands into the future.

Interested in learning more about 2A? Let’s talk!

By Theresa Howe

If you were near Seattle during the NFL playoffs in 2014, you can’t forget Blitz vs. Miles.

Why do I love the “This is SportsCenter” ads so much? Part of the fun comes from the fact each ad is set up to look like a scene from a familiar office environment, but with a twist. Scott Van Pelt steals Lebron James’ chair, Metallica auditions to write intro music for ballplayers, and rotund Western Kentucky University mascot Big Red tries to squeeze through the window of NASCAR driver Brad Keselowski’s car to catch a ride home. The ads make us laugh and appreciate that taken out of context, the things we so readily accept as a natural part of the sporting landscape, are in some sense, ridiculous.

And yet we keep watching. Though I am no longer much of a fan of the show itself, as it’s gone the way of focusing on rampant speculation rather than reporting on actual sporting events, I still love the commercials.

As we prepare for another playoff season, and another set of the most watched commercials of the year on Super Bowl Sunday, think about how to use self-awareness to delight your audience. Poke a little fun at the abnormalities in your market, exploit exaggerations in the characters you deal with, and remember that people love to have fun.

By Theresa Howe

What do a wine distributor, senior program officer, and marketing consultant have in common? Brian Maletis started Fat Cork with the aim of getting the best bubbly from the vintner to your front door, Saara Romu is a Senior Program Officer with the Bill and Melinda Gates Foundation working to eradicate health crises around the world, and Renato Agrella is the founder and CEO of our very own 2A.

What they have in common is that all three are all graduates of the Michael G. Foster School of Business at the University of Washington, and all three have been named to this year’s Puget Sound Business Journal’s 40 Under 40. We could not be more proud.

Renato is thrilled for the opportunity to engage with such an intriguing and accomplished bunch. Check out the article and some pretty sweet pictures on the Puget Sound Business Journal, or learn more about the other 40 Under 40 honorees.

By Theresa Howe

Did you know that one of the first workers’ centers in the United States was started in Seattle? And that their workers have a $16 starting wage? Casa Latina, founded in 1994, combines direct service with community organizing, meeting their members’ immediate needs for job skills and employment. The workers’ center helps community members hire a variety of skilled workers, for work in areas from gardening and construction, to house cleaning and event assistance. Casa Latina also works for long-term solutions to level the playing field for immigrant families.

Recently, 2A was a proud community sponsor of Casa Latina’s annual celebration of hope and progress, En Camino. The event drew support from across Seattle and raised over $180,000 in support of Casa Latina’s mission.

One of the highlights of the evening was hearing from Alicia, who turned to Casa Latina when she needed a hand. She got her start cleaning houses in Seattle and now supports her family through her own domestic services business, which she started with the help of Casa Latina. Alicia is an inspiration for any aspiring business owner.

2A supports the work of Casa Latina to ensure a better future for immigrant communities. Please consider hiring a worker, offering your support and learning more about Casa Latina.