The last two years I have immersed myself in cereal boxes, dog food brands, k-cups, beanbag chairs and talented creative people.

My final days at Kick I reflected on the learning of packaging re-brands, new product development and successful account strategy.

Screen Shot 2016-06-02 at 11.38.26 AM

Rewarding? So much!

I have been able to help the local Minneapolis nonprofit People Serving People have a brand refresh and strategic website approach to spotlight their amazing mission. Kick was able to lead an online and social media audit to help craft messages, which led to revamping the newsletter and many collateral items. We introduced Jay Larson to this nonprofit as the lead photographer to stock-up their high quality images that showed emotion and breath of services. It makes me smile and understand how important it is to do awesome things for incredible local nonprofits.

Screen Shot 2016-06-02 at 11.39.13 AM

Bone Broth anyone?

Changing the way the consumer drinks from their Keurig machine, along with the innovative-fresh shelf appearance made Lono Life one of my favorite clients going into the second half of my Kick career.

Screen Shot 2016-06-02 at 11.38.56 AM

Every wanted to own an Emoji Bean Bag?

Emoji Time

Kick led the naming, branding, all online engagement, web and community management for this Walmart exclusive brand.

  • 6 week launch = over 15K likes and active community engagement
  • Reaching close to 500K people
  • With 62K total post engagement increasing week after week
  • Our posts are getting 30 shares organically on average // Most Facebook pages at 3-5 share on a post
  • Average “LIKE” price is at 7 cents // the industry average can be 90 cents to well-over one dollar
  • Product continues to sell reaching over a million dollars

Emoji picture

Did I mention I met Lucky Dog’s host Brandon McMillian while at Kick?

I attended a handful of out-of-state pet conferences that featured the best brands in all things pet food, pooper-scoopers, training balls, collars, toys and so much more. I also met a lot of awesome entrepreneurs and brand marketers.

Screen Shot 2016-06-02 at 11.39.28 AM

Did you know my 2nd week at Kick I visited a Dog Bone Manufacturing plant in California?

I learned about the process of making dog bones from human-grade materials also about the entire packaging process on the assembly line. This was in result to better lead a few dozen of bone projects and brand strategies for private labels and new brands that went into SuperValu, Target and Walmart.


Did you know that I was part of more photo shoots starring dogs than for products or humans?

I have made so many furry friends and collaborated with amazing clients the past two years that I just had to show a few of them.


On-location in Wisconsin with Cargill client. We had a great day with over 15 animals on-set!




IMG_5790 IMG_5142


IMG_2192IMG_2333IMG_0135 dog_photos

Remember next time you pick up your favorite product, there is a full team behind the design and brand strategy.

I am thankful for my years at Kick—Mary and Stefan seeing something in me to help continue to grow their business and partner with their amazing clients.

Need a shelf-kicker idea? Call Mary and Stefan from Ideas that Kick of course!


Until we meet again…more to come!
Tricia Jo 




Judge at the Shelf

Think of going to the bookstore—do you judge a book by its cover? Well “depends on the book” will probably be your answer. But it’s true, I know I do.

When scanning the magazine shelves at the check-out, think about the words, pictures and color that is screaming at you. The mag editors know 1 out of 5 people love Jennifer Aniston or Taylor Swift and that well sex still sells.

What I have learned over the past year is that the product packaging design and hierarchy strategy is extremely important. It really sets your product up for success! The product must stand-out on the shelves to be sold, and the product must be something that the consumer is excited and proud to buy, ideally over and over again. Depending on the audience, Millennials and Gen Y think differently than Boomers, so it matters what it says in the fine print too.

IMG_5467 IMG_2395

The message hierarchy on a product is crucial to the success of the packaging, because too much messaging sets up your design for an epic fail. Think about if GLUTEN FREE shouted at you before you even knew what the product was or what you were shopping for.

Ideas that Kick, the branding agency I work at, is super talented at finding ways to challenge the current packaging hierarchy and introducing solutions that will kick the competition off the shelf, literally.

Starting with the company operations is key to any business success. If you can’t keep up with the demand or the quality of the product—you are set-up for failure, no matter what the name or what it looks like.

So go ahead, judge that book by its cover. Grab that frozen pizza out of the freezer at Cub that has a new look, or throw in that box of granola that has beautiful packaging that makes you smile—give the brand a shot. Then follow-up with reviewing it, sending positive or constructive feedback, I may be working on it and would appreciate your feedback!

Always looking out for your brand,



Smile Pretty Pups!

The latest project that was wrapped at Kick was a 13 dog photoshoot. This experience brought the true Dog Mom out in me—as over 130 dogs showed-up for a K9 casting at 514 Studios!


It was truly a rewarding experience to be able to have the confidence from the client to run with the dog selects and create the brand vision for this new product extension. While interviewing the owners between sets, each dog’s stories really moved me and took me by surprise in some cases. I was overwhelmed by the passion to give-back to children with special needs, the elderly and also just the sense of humbleness that these amazing people have because of the amazing animals in their lives.

IMG_5723IMG_0132More to come on this incredible experience marketing to passionate dog owners—like yourself. 

Tricia and Maggie 

IMG_5142 (1)

#32under32 event director experience

#32UNDER32 Opening Film // Minneapolis, MN from acowsay on Vimeo.

Opening film premiered at the May 28th #32under32 awards.

Since December, this Minnesota Design Gal had been planning for the 3rd Annual 32 under 32 community event. This event was founded by an Ad 2 MN volunteer—with a new idea, the right plan, right volunteers and American Advertising Federation (Ad Fed), this community awareness event became a reality!

Accepting the challenge, I made sure to strategize the goals of the event as I knew this year’s focus would be AWARENESS.

The 2nd year I was honored to receive the 32 under 32 award where I found myself not only being congratulated but also educating people about what the award was.


The best part about leading nonprofit work is recruiting a team of people who you want to know better and are more talented than yourself. That empowered me to reach out to several creative and marketing folks of which I had successful past experiences with, along with a few new eager minds, to create this powerful planning crew for the 3rd annual event.

Sponsorship is the most intimidating role in any nonprofit work because it means you are knocking on doors and asking for, well, dollar bills. My approach this year while spreading the word about the event and award, was to gather influential interesting brands to supply messaging, goods, decorations and give-a-ways for guests.woodchuckIMG_6957



11312637_986381814728827_5574797207792454698_oThe sponsorship break-down included adding a dessert bar from Mall of America, Catalyst Group creating custom boxes of mints and custom designed name tags, Woodchuck wood-stuff which included custom judge thank-you notebooks and event give-a-ways, KIND Snack bags for 32 winners and judges, Creative Circle for an interactive Photo Booth and contribution to event dollars, Red Stamp winner discounts and SOTA clothing for event-day prizes photography branding. Acowsay digital owner, Tyler was part of the planning crew but he also sponsored with his valuable behind the camera time and mad-digital production skills. Again, thanks to these powerful community names for being part of the entire experience—wouldn’t have wanted to do it without you!

Taking on the Director of this not for profit community event, I knew the event itself would need to be elevated—who wants to come to an event, see that you don’t get the 32 honor and pay $40 to go home with empty stomachs and empty-handed… #notcomingbacknextyear

After touring and seeking out venues for longer than my agenda had planned, I landed on the Minneapolis Event Centers (MEC) and worked with the wildly talented Wendy. The team negotiated the entire event timeline, a welcome-cocktail, special beer price (that matters), rentals and food—MEC would be introduced to many influential advertising professionals, so this helped with our small budget. MEC was even spotlighted as a sponsor for their incredible added-value lighting, tech support and stage excellence.

Red carpet? Of course! It’s all about experience!11417771_986378801395795_5862668234762296448_o




In the 2 years prior, there were 5-6 judges with a range of experience and industry focus. I interviewed a few of the past judges to ensure the process for the 3rd annual event would be improving. The entire nomination process was streamlined to be better for judging and elevate most efficiently for quality nominations, rather than the not serious contenders.

I secured 6 inspiring leaders that ranged from Director of Project Management, Strategic Account, Start-up CEO, Content/Copywriting agency owner, Digital Production Creative Director and introduced Public Relations.

The overall judging process entailed verifying the identities of each nominee and nominator, compiling and calculating the judges’ grading sheets and the facilitation of the in-person judging day. The process solidified it is fair and it works to select the top 32.




The 32 honorees of the 2015 award are people who I aspire to be; their backgrounds and proven forward-thinking are incredible. Being able to reach out to them individually was important to me as the event Director—I also realized that I did not have all their emails. A learning for future years is to include a field for the nominees’ email in the nomination form. #ItsCrunchTime

Securing the proprietary URL and designing to be used in the future was a successful outcome—one of my magic 3 goals. The Copywriter and Web Manager worked closely to quickly execute the best messaging and organize the content that made most sense for our busy-career-focused audience. It was designed in under one month for the February 1st nomination window to open.


The user-generated content, for the introduction video, was something that Tyler from Acowsay Digital and I knew we were taking a chance on. We had set our goal of 20 people to submit a selfie video while answering questions provided to them. We had 40 nominees that sent multiple selfie clips to be added to the final video that was revealed at the event as opening film! #youknowwhoyouare

Creating sharable event materials that can be used to market the event in the future was part of the magic 3 and with Tyler’s talents and help from volunteers and 32 Alumni Cory Vandenberghe, Alison Beattie, Aneela Kumar, Sarah Edwards and Danny Olson, we made it happen with two 30-second spots. View those videos on Ad Fed MN YouTube Channel.


Set-up before the event. Ready for the 7:15 ceremony!

Who wants to plan an event—then no one shows up?!

Communication and PR planning are key to a successful event because of the many moving parts involved. Our team found that it worked well being organized up-front and drafting the event communication summaries following with the customization of content for each channel. We also had a Google Doc with a social calendar and plenty of unique graphics to share. Starting the 32under32 Gmail worked well for one main outreach email for nominees and nominators, then Ad Fed MN filtered questions from the website and registration. Continuing to add new outreach and PR ideas, while remaining flexible is mandatory.

Social media was buzzing #32under32 throughout the planning sessions and we made hundreds of impressions when the nominations went public through local media help.

The BIO’s of the honorees at the event were told in 2 facts and 1 tail — tweets were deployed tagging the place of work and nonprofit organizations while the honorees’ BIO was read by our fabulous MC, Laura Fitzpatrick. Laura kept our attention and made us laugh while talking about Beyonce back-up singers, George Clooney wedding crashers and 90’s trend-setters… #nailedit


cheers_to_thatIn summary, the #32under32 director role was a super experience to learn more about myself and take on an entire judging process from start to finish (and we know that finish doesn’t just mean up to the event).

As I move forward with other community initiatives and creative impactful projects, I look forward to the future years of #32under32. There are endless possibilities, every year will improve and be different. The best event advice I have is to experiment and improve the process always, remember in volunteer-work that as leader you have to keep people’s attention, inspire them and empower them and keep your director goals to 3 magic ideas…

  • Build awareness in the community – video promotion, sharable social graphics etc check!
  • Launch – align structure for future event years
  • Elevate the event experience

Keep pushing to be a better you,
MN Design Gal – Tricia

Photo credits to: Jay Larson, Heather Hanson, Cathleen Olson, Snap Yourself 

#32under32 Award

What is 32 Under 32?

In every industry, there are those who push beyond what’s asked of them in the hopes of disrupting the status quo. These are the early risers and late-nighters. The after-work hustlers and the opportunity seekers. In the advertising and marketing industry, we call these people ambitious and recognize them as being one of the 32 Under 32. This elite award recognizes 32 up-and-coming ad professionals in the Twin Cities, hailing incredible accomplishments and endeavors they gain at such a young age. – AdFed MN

On June 26, I accepted this award among talented advertising colleagues and fellow savvy marketers, designers, copy writers, digital directors and more.

Why the age 32?

Ad 2 members have to be 32 and under for the lower membership rate, basically it goes back to Ad 2 National rules. There also is a local MPLS magazine called thirty two that was an original sponsor in 2013.

IMG_5777 IMG_5780


acceptingmyaward my husband Steve

With my husband Steve moments after receiving the award.

Below are the highlights from my acceptance speech that I preformed in my bathroom, by myself, later that night.

Thank you for the opportunity to be among these incredibly talented people. Some of you have hired me in this room, others of you we have volunteered together for years or just hours, we have played together at the uptown bars and later on in our careers some of you will want to hire me and I will want to hire you.

I sincerely am not here without the American Advertising Federation and Ad Fed MN organization. Too many times we take it for granted the volunteers, the ideas and the execution of these events. I would like to thank Anna Sanders for her idea on this 2 years ago and this year being the 2nd annual event for #32under32. [insert applause] I also want to thank past Ad Fed and Ad 2 Presidents and current board members and volunteers, photographers and social community managers I recruited a few years back because without event marketing there wouldn’t be any attendees to come to these events and all the volunteers and bartenders just stare at each other.

I’m accepting working as a volunteer and past Ad 2 President will always be part of my life because you learn so much more shit when your not getting paid for it, it’s just less apparent. [insert laughs and claps]

mystery poster design 32 under 32

Even though no one knows who nominates them, I knew one for sure in this room. So I thank Cathleen for her time and on-going support in my young advertising career, you are an incredible entrepreneur and talented business woman.

I also want to thank Steve. My husband and supporter of my crazy creative thinking, late-nights on my Mac researching and executing ideas that I’m not getting paid for. [insert laughs] I am lucky to have a tech savvy man who also understands that I will always be in this crazy design & advertising world.

Also want to thank Family and Friends that aren’t here tonight-they are usually always positive and encouraging of my creative talents. Without them I would have probably never made it through presenting for 2 hours my digital design portfolio at BSU and surely would have never handled all those 2nd place call backs. Seriously my family is my rock and I’m excited to see where my career and life keeps taking me while designing this path through life.

Thanks for listening and thanks for not booing me while on stage. See you again soon! Cheers!

[insert applause] exit stage—

your mn design gal – designing her path through life 


Good-Bye to My First Ever Domain

It was the early 2000’s and I was a digital graphic design student and was eager to launch my first ever website that I coded in HTML. was the domain I picked and so excited to have for the rest of my life. I remember picking that because I always knew my last name would change but loved my initials.

My email was and that was just silly having my name twice in a row tricia@tricia what was I thinking! I remember shortly after getting a few years under my belt and wishing I would have been more trendy with or like all the other cool designers and shops were doing.

Carrie bradshaw

Carrie Bradshaw on Sex in the City. Notice the Apple is upside-down still back then.

But today I have finally came to the conclusion that this domain and identity is no longer needed. I searched for it one last time and found also my first-ever Twitter account name of course @Triciajsdesigns.

My first-ever tweet:

just finished my ad2 HH/Speaker outline… the ’09-’10 season will be a great success I can feel it! July 15, 2009

Lets take a look and go down memory lane a bit shall we?


triciajsdesigns3 triciajsdesigns2 triciajsdesigns4

My social content was around finding a job and my volunteer work with Ad 2 and Ad Fed of MN. I would be candid about dating (just like Carrie Bradshaw of course) and was on the job search and was vocal about that. Too bad hashtags were around then because #JOBS #HIREME #WILLWORKFORSUN would be my most used hashtags.

I realized that Twitter wasn’t about a business or had to be the same as your URL. It was an identity that was just yourself. That is when @MNdesignGal got started.
Location + Passion  Gal 

The gal came from Carrie Bradshaw and her famous 1st ever email. Can you tell that Carrie’s writing career and style influenced me during this time? 

see me?

The website domain has to go because I’m not paying GoDaddy for forwarding and keeping an email going that I don’t use. After years of still being able to see my design work that I hosted on there for years it finally doesn’t show up in my search anymore.


The Twitter handle I can’t part with just yet. It may live on for a few more months or even years or maybe I can use that creditability of those 106 faithful followers and just change the handle for my daughter’s name one day, or even my own agency.

It was nice to take a spin down memory lane and remember how passionate I was to be in advertising, have a full-time position and how much I loved my Ad 2 volunteer work and was very candid about my dating life.

Until we meet again,
your mn design gal


10 Trends Shape the World in 2013

This morning I attended the annual 10 Trends that will Share the World in 2013 and Beyond, presented by Ann Mack, Trend-Spotting expert from JWT. It was sponsored by The Advertising Federation of Minnesota and at their monthly breakfast event. I kept my notes raw for you below, so you can see how I interpreted the 30 mins presentation by Ann. It was nice I actually walked in with her and got some one-on-one since it was the 3rd time we had met. She works and lives in NYC and laughed at how early the 7:30AM breakfast was and how lovely the weather was in Minnesota of course. (smart sarcasm) I admire her presentation skills, style and down to earth personality.


Read through or skip to my hashtag follow and get a snapshot #10Trends13.

1. Play as a competitive advantage
At unstructured time
Driving seeking balance
75% feel like there is always something coming at them
So lets play as a competitive advantage.

Act as Catalysts for play

Image Source is Pinned from Maddi Price

Pinned from Maddi Price

2. Super stress era
Now what?
2/3 hospital visits are due to stress
300 billion dollars
45% more stress than a year ago

3. Intelligent objects
Smart Fabrics, geek to chic!
Gen Z
Sports wear
Grocery smart carts whole foods
RFID- tags on clothes

4. Predictive personalization
Each min of each day, 2 million searches on google.
Me-centric consumers
Harder than ever before to reach us.
Market to individuals
Transaction more personal
Integrate data analytics
Watch out privacy –
Win over with benefits.

5. Mobile fingerprint.
Currently 1 billion – 2 billion 2015
Create smart-centric experiences and support
As I load more personal data 63% are concerned

6. Sensory explosion – engaging the senses
Driving 64% crave experiences
Experience things rather than
Cut through the clutter!
Prefer experiences over things
Harris’s toy kingdom
Augment reality
Powerful Disney Bandaids
Make messaging and packaging more memorable

7. Everything is retail
Worlds colliding
More demanding retail environment
More demanding consumers
I see it. I want it. Let me learn about it, BEFORE I buy it.
Window shopping and purchases after hours.
Make shopping faster, simpler and easier

8. Peer power
People are sharing everything!
We are trust strangers (don’t tell the kids).

9. Going Private in Public
Privacy control of shifts away from the individual
Friends are also
59% teens I try to keep parts of my life private, but my friends share everything.
I wonder where that photo will go?
The rise of reputation management
Actions and attitudes will be online
Social commons
Profile management
Rise in Facebook alternatives
Path App

10. Health and Happiness: Hand in Hand
More optimistic people are 50% likely to have heart attack
Happiness diets, modern American diet is making us “Mad”
Brands- Walgreens, corner of happy and healthy


Had some great interactions today on the feed after the event too. (@TheLacekGroup was myself RT’ing to show the #BigData content piece, but that still counts right?)


You may have remembered last year’s post, or you can compare the trends by reading more.

Stay smart and remember you won’t learn without the effort to attend events, listen to smart people and shake (and many cases I hug) friends and peers.

your mn design gal


Pictured here a recent non-profit event held locally at the U of M that I spoke at.

Breakfast with John Jarvis

The expectations of listening to John Jarvis present at the morning Advertising Federation program, was set pretty high for myself. I had heard the name many times in the Minneapolis advertising community and wasn’t quite sure where he was going to go with the Ad Fed Breakfast title of “Mad Men to Math Men”.

On Thursday AM, John opened his very candid presentation question-style having a poser as his “alter ego” asking him questions about his life and career. The poser was fellow Creative Amy Van Ert (yes a woman’s voice) from the The Lacek Group, which it was an entertaining touch.

John Jarvis show and tell

John began his presentation answering the questions of “Why Advertising?”, while commending his experience being on the MN Daily newspaper team where he got to be creative director and learn a lot at a very young age. John said it was easier to find his first job then his second job, which I think many people in any advertising career can relate to.

John quoted Don Draper and even showcased literally 3-martini’s as a presentation slide because he was part of the era, and even though he may not have been drinking them he was around the talented advertising executives that did.

He went on to talk about how important Account Executives are and that many times his career it would be up to them to sell the works and the decisions that were made by them reflected many campaigns and awards he later on went on to receive.

John winning Minneapolis’ Best in Show award was a great memory he shared earlier in his career and he went on to continue to receive many more including a special one at Martin|Williams for the American Surplus Store (which he joked about trying to go to NYC to get an award that they did free work for). His creative advertising work moved throughout the presentation and I continued to notice the cleaver headlines and perfect key-lining techniques (there wasn’t computers in some cases back then, but production of film and letterpress).

John moved on to campaigns that paved the way in his career such as Kemp’s “It’s the Cows” and Duggan’s with the hypnotizing billboard.

John Jarvis Show and Tell

John mentioned many fellow creatives throughout his story such as Ken Lynch and Jeff Jones. I will have to google these guys a bit more to learn their amazing stories too.

Colle+McVoy (John put the + in the logo and took away the &) being the instigator to move the team down to Hennepin Ave from Bloomington and the reason why the creative work started to speak for itself. After being laid-off there and being true to the fact that “business is business”, he continued to show his work including a historical Dunwoody – swearing radio campaign – along with the Ely April Fools spoof that literally put Ely back on the map.

John Jarvis is now at a place where he is the Chief Creative officer and Managing Partner, Ogilvy & Mather speciality Loyalty Marketing agency, The Lacek Group. There he is paving the way with this agency’s very important part of the puzzle, DATA.

It was an honor to have been able to meet John Jarvis and I was pleasantly surprised on The Lacek Group following he had brought when him Thursday morning with over 20 supporters there in attendance. I look forward to the opportunity to learn more about John and to work with him first-hand at the Lacek Group. He truly seems like a stand-out, genuine, hard-working ad guy.

OLSON, Best Buy and #Trends – Oh my!

Being on the go is something I am very used to putting many things on my plate including volunteering for nonprofits, keeping up with the digital and creative trends and currently looking for a JOB all while trying to maintain some sort of personal life-family-friends and maintain and grow my network. The average MN gal right?
In just 1 week, I had participated and learned about 3 totally different topics in 3 totally different locations. Let me share.

OLSON: Ford Center: Ryan Murray Photo

Ryan Murray Photo: Ad 2 Olson

Starting off with the last Ad 2 agency event of the season! The Ad 2 Programs event I have planned and dreamed about for the MSP community for a while. It was at OLSON in their new space at the newly remodeled Ford Center Building in Minneapolis. 260+ pre-registered attendees making it the most pre-registered and attended Ad 2, Ad Fed event thus far (not counting the SHOW folks). The hands-on tour given by OLSON employee volunteers started the night off was a great way to greet guests entering on the 10th floor. Then moving to the 9th where there was much to taste and drink and of course people to network with. The agency has the 7,8,9 and 10, while 6th they share but have a fabulous photo studio in. Christina Clawson, Senior Brand Manager at OLSON, and I had known each other for handful of years and been planning this event for almost 3. Knowing the space would be a great way to bring the Advertising community in to enjoy, learn and explore.
Interactive Director and Vice President Paul Ratzky got to share some great influential case studies that have paved OLSON to be one of the top agency’s.

OLSON: Ad 2 : Ryan Murray Photo

OLSON : Ad 2 Ryan Murray Photo

OLSON Speaking : Photo by Heather Rudloff


Full House I snapped after giving opening announcements.

A unique piece of this event was the portfolio reviews that were going on for anyone that had signed-up ahead of time where 6 OLSON creative were giving one-on-one reviews for 15 minutes. This is another way Ad 2 has put the plug into education and also being different within our programs. Thanks Olson!

I announced to the 200+ guests about our 1st Place National Award that American Advertising Federation had rewarded Ad 2 with for the 2011-12 Programs. It was another way to create awareness of the National partnership with have with AAF and Ad 2.

The night ended up a quick clean-up by a few savvy volunteers including creative director and past Internship hirer Randall Herrera, then over for a few celebratory drinks next door at Darby’s. Cheers to a successful night!


@mndesigngal Instagram

The weekend of Easter had approached and I found myself with 1200+ ultra-cool-geeks including developers, programmers, designers and IT influentials at the minne*bar conference at the Best Buy Headquarters. I arrived early to make sure to get my trendy t-shirt and began the day with a presentation on fundraising in Minnesota. It gave me insight on Angel funding, crowd funding and start-up funding in general. Also advice such as, “sell to your family but never sell the control of your company to them”, (at least not right away).

Above is a @mndesigngal Instagram from the day

What's Your Why

I then moved to a segment on “What’s Your WHY?” which involved reflecting on oneself’s track through childhood goals to current job’s and the combining of them. Also a super great topic of why culture creates a sustainable competitive advantage.
A past Apple employee spoke about working on the same team as Steve Jobs and even asked us the question “When did the first iPhone come out?” —- Do you know? 2007! It’s strange because you think it’s like 2001 or something, but that is what is so great about technology, we ask why then there is change and innovation happens.


Can you Read This?

Can you read this? I can. So strange how our mind works even online now.

I then met Drew Fleck who presented a segment on Expanding your Entrepreneurial Social Capital. He hit it home for me on this topic; not only learning more about location and the diversity of groups but taking it to the next level in evolving one’s network. I ended up having lunch with Drew and got to learn even more one on one.

The Day wasn’t even half over yet after those 3 sessions! What was pretty ironic was being at Best Buy then just a few days later… Brian Dunn CEO of Best Buy resigns. It has nothing to do with me I swear.


Then the week wrapped-up with an amazing Ad Fed breakfast speaker from JWT New York, Ann Mack. She shared with nearly sold-out event, the Top 10 Trends for 2012. She did stress that trends can be shaped, and that these were from her perspective.

Here are my brief notes and the exciting TOP 10:

1. Navigating the New Normal
Smaller Scales… such as 50cent bubblegum and affordable clothling from high-end designers

2. Live a Little
Without giving up a lot.

3. Generation Go
Redefining what success is. (Was she talking to me directly here?)

4. The Rise of the Shared Value
Drivers: Opportunities in growth can be found in problems of needs.

5. Food as the new Eco-Issue
Fans of the part-time diets, “Meatless Mondays”, Vegan until 6pm etc.
Chipotle commercial— who has seen it?

6. Marriage Optional
60% of Bachelor degrees are Women. The new thought of test-driving a marriage for two years. (For real) More marketing is being done to the single woman.

7. Reengineering Randomness
People don’t want to be told- they want to discover.
Brands such as : Livingsocial “infuse the new”, daily lives, Lollihop and pop-up stores.

8. Screened InteractionsTweets Touch screens have been tapping into our lives slowly… ATM’s to… Bus stops, retail stores and more.

9. Celebrating Aging
Marketers need to look at the life-stage rather then the age of the consumer.
You have the right to be young at any age.

10. Objectifying Objects
CDs, Cash, a book… don’t need them anymore but something about holding it can be a status symbol.
Vinyl records seen a 41% increase in sales over last year!


What can I say? A busy gal likes to keep a busy mind. Can’t believe I had to put these 3 very large and influential events into one post. But this gal is busy, and I will continue to write in 12 PT for you like I have promised.

Your MN Design Gal and so much more!

Instagram follower

Winner-Winner! Chicken-Dinner!

This weekend I had the pleasure to announce through National Ad 2 Social Media and to my Ad Fed and Ad 2 colleagues that Ad 2 Minneapolis Won 1st Place Progams from the National American Advertising Federation.


This award goes back to representing your Ad 2 club nationally and getting to compare notes and compete with other talented clubs on Club Operations, Education, Membership and more. Programs is something that Minneapolis has seemed to stand-out in the crowd with over the years. Our themes are always different and we always come up with something new each time to keep reinventing the concept of Advertising and Career Education in our very own local community. We like to network, after work it’s nice to have an adult beverage or cold drink and if we can take away something that involves an agency showing us what they did in a case study, or the newest software they are using to edit video or even a role or discipline you never thought about becoming- then Ad 2 has accomplished what we have set out to do!

AD 2 Programs Image by Tricia

Our winning submissions for the 2012 1st Place Programs included the required 3 events and 1 special program, began with Drive Thru event held in October 2011. The record-breaking-attendee Campbell Mithun event whom people are still talking about that was in November 2011. Martin Williams event held January 2012 where 2 Gingers Whiskey and a 20-second video contest clearly stands out in the crowd. Then finally, the annual pub crawl which was held in May 2011 on LynLake known as Rock the Yacht.

Individually these events stood out to Allie Eide and I while choosing for the submissions in January 2012, because they were all very diverse, yet had this special theme and quality about them we liked.

Ad 2 continues to grow and each event keeps out doing the other. The agencies and talented businesses locally keep stepping-up to show us what they can show the ad community and the committees that run the events are getting more passionate and stronger.

It’s hard to imagine how it used to be back when I would be planning events solely for about 30-50 people and it was before the hash-tags where enabled for events. Now our venues on average need to hold 150 and we are continuing to channel new groups through social media! Thanks to the individuals that help the events before become a success over the years. It not only are the talented volunteers that are active in the committees and events now, but the ones that I worked with back in 2008, 2009 and 2010. Each one of us have different career paths leading us to finding a job, starting our 60-hour work weeks or even being laid-off. Work-life-volunteer-balance is crucial and it has brought many different people in my life. This next generation volunteer group will continue to exceed expectations and I have faith in the on-going leadership involved with Ad 2.

I’m happy to share this 1st Place Programs honor with all of you!


Stay tuned for a few more rocking events to finish off my last few months as your Ad 2 President and Programs Director. OLSON will be hosting the Thursday, April 5th event and this one will be one for the books. Register today! Then the final HOORAY of the 2011-2012 Program year will be the  OlympiAD² Pub Crawl, so put May 17th on the calendar and register before you forget.

Thanks again for reading and participating with our nonprofit organization. This MN Design Gal won’t be going away, the party planning, ideas, innovation and leadership lives in my blood.

Congrats again to Ad 2 Minneapolis!

Now what’s for dinner- Chicken?
Your Ad 2 President – Tricia Severson

Continue to read and learn more about Tricia on her blog 12 PT fine print.