Music to My Ears

Imagine falling into two holes on the same day – both seemingly disconnected – and winding up in the same place when you finally land.

There are many key ingredients to marketing. But the one I like most of all and the one I am talking about now is clever.

Merriam-Webster defines clever as something marked by wit or ingenuity.

So I fall into the first hole upon arrival at work this morning. My old friend and partner in marketing (Neil Egan) put me on to his son’s band – Me, D and the Machine. Before my feet hit the ground I was hooked on the raw cleverness of this band’s sound. Love the music, love the voices, and most of all, love the cleverness.

Then I fall into the second hole. I am halfway through the digital files on the band’s MySpace page when my son calls. “What are you doing?” he asks. “Listening to a young band that I really like?” I reply. “Is it Everyday Chemistry?” he questions. “Huh?” I verbalize. “You know, the Beatles album from the 1980s.”

At this point I am tumbling deep into the rabbit hole, dazed and confused. Then Christian sends me to a web site aptly entitled “The Beatles Never Broke Up“. And with my head still spinning I get to the site just as my feet hit the ground. And there I learn that in an alternate universe the Beatles never broke up.

I love clever.

Jim Sweeney

Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.