A Plea to the Agency That Won the NY Tobacco Control Pitch

August 31, 2009

Last week, we received the news that we had lost the pitch for the New York Tobacco Control account. Not an easy pill to swallow, for sure. This was no ordinary pitch. This was for an account we felt we were made for. And I thought we proved just that in the pitch, showing the passion and expertise most clients long for. But the competition was both fierce and good company. Arnold of Boston, Gotham of New York, Saatchi Wellness of New York, and the worthy winner, Ground Zero of LA.

I can only assume our seven years of helping change behavior and culture in Ohio through our Ohio Tobacco Prevention Foundation work was ever-so-slightly edged out by Ground Zero’s nine years of the same in California. It was a fair fight and we lost. Which brings me to my request of you, Ground Zero:

Don’t make it a fair fight in New York.

Big Tobacco isn’t fighting fair, why should you? Have you seen Camel’s dissolvable tobacco, candy-like Orbs? Or Virginia Slims’ glamorous, lipstick-like purse packs? I’m concerned that you seemed possibly a little too nice during our quick exchange at the Albany airport. I’m hoping there’s a mean streak in there.

As I told the panel at the pitch… Ever since one of my very best friends in the whole world—my Grandpa, LeRoy Knapp—died from lung cancer a few days before Christmas when I was ten years old, this cause has been personal to me. And as we poured our passion into the Ohio movement over the years, it only got more personal.

So, Ground Zero, though you’re 2500 miles away from Poughkeepsie, make the work you do for the state of New York personal. Don’t care about awards or recognition, though I’m sure you’ll get much of both. And don’t care about fighting fair, though politically it will be hard not to. I just ask that you care about one thing—ending tobacco use. That’s it. Make it your mission. Make it a movement. Just make it happen.

posted by jeffrey warman August 31, 2009 in northlichin', rehavior

comments

JMD says: September 9, 2009 at 1:13 pm Great stuff Jeffrey. I would expect nothing less. Reply Jeffrey Warman says: September 14, 2009 at 7:37 am Thanks, J Mitch. Appreciate it. Reply Lisa Kidwell says: September 15, 2009 at 12:11 pm This is great. It IS personal to work on an account like this, and you want everyone involved to be passionate about it. Reply Rob Quinn says: September 21, 2009 at 3:27 pm I believe in your passion, but more importantly, your sense of urgency. I am sorry you won’t be able to sink your teeth into this and take a huge bit out of big tobacco, but as long as someone is, they will be constantly looking over their shoulders. good luck on all your other pursuits, and continued success. Reply Jeffrey Warman says: September 21, 2009 at 4:39 pm You’re exactly right, Rob. We’ve got to keep them looking over their shoulders. Thanks for your comments. Reply Ali Perry says: November 23, 2009 at 11:19 am BRILLIANT. I hope they read it. Reply Shawn Cox says: February 25, 2010 at 2:22 pm As the former lead for one of the agencies trying to make smoke free ordinances a reality in Northern Kentucky (you’d shocked and angered if you knew how close we came and how the wheels came off) I really enjoyed this posting on your web site. What a cool thing to do and obviously a cool place to work! Reply Jeffrey Warman says: March 15, 2010 at 4:55 pm Thanks for the nice words, Shawn. If we can somehow help further the cause in Northern Kentucky, I’d love to talk about that. I’m at jwarman@northlich.com. Reply