Lois, thank you for the beta...you are the greatest!
Thank you Ivana for the edit/rewrite of the Italian. It made such a difference.
Author’s Comments: I would like to thank Netlagd, Sian265, and Lois for submitting ideas and helping me develop the concepts for the ad campaigns and the slogans. I really appreciated all your help.
This chapter contains the long awaited presentation of the ad campaign that Brian and Justin developed for the jointly created products of Eyeconics/Belluss Occhiali. In spite of the fact that the ad campaign may not rival the ones that Cowlip had Brian create during the series, I hope that you will be able to suspend reality long enough to believe that this campaign is equal to or exceeds what you have come to expect from Brian in the past.
This chapter also contains sections where characters are speaking Italian. Understand when this happens, Brian and most of the people in the room will not understand what is going on, until the conversation returns to English. I opted to go with the Italian so you would get a sense of the atmosphere. I provided an English translation of the dialogue so that you can keep up with the story dynamics.
Although you have read 18 chapters so far, the actual time frame for this sequel is only a little over one week. I will admit the time has been busy…but it was only one week.
Here we go! The story continues. I hope you like the chapter.
Chapter 19 – Presentation Is Everything, Part 1
Tuesday Morning at Kinnetik… (Day 23)
Brian, Ted and Cynthia were handling the last minute details in the conference room when Susan Weaver was escorted into the conference room.
“Brian, I know we’re early, but…” Susan began.
“Susan, why am I not surprised,” Brian said with a sigh.
Susan motioned to the gentlemen on her left, “Brian, I would like to introduce Signor Rudolpho Silvestri. Rudolpho, this is Brian Kinney.”
“Signor Silvestri, your reputation precedes you. I’m pleased to meet you at last,” Brian began, extending his hand for a firm handshake.
“Mr. Kinney, I’ve heard good things about you too. We appreciate you rearranging your schedule to accommodate us. We’re most eager to see what you have to show us.”
“I had the pleasure of meeting your daughter last week. I’m really looking forward to meeting the rest of your team.”
“As you know Mr. Kinney, I had envisioned the campaign to be such a simple matter. However, we’ve had proposals from six of the top international firms, and I’ve been most disappointed. I’ll be honest with you…I was hesitant to hear another campaign proposal, especially since Kinnetik is a much smaller agency then the ones we have been dealing with, but Susan has assured me that you’re the best in the business.”
“Kinnetik is considered a boutique agency. I like to believe our size makes us more specialized, more nimble. We believe we’re better able to serve the unique needs of our customers. Of course, you’ll have to be the judge of that,” Brian said.
Signor Silvestri smiled.
“I did my research on you Mr. Kinney. Susan and others have said you’re very good at what you do. I know about all the awards. But, you’re still a small Pittsburgh agency. I have to wonder how you can begin to understand a company as cosmopolitan as Belluss Occhiali.”
“We’ll have to see, won’t we? The new products are truly magnificent. As I’ve told Susan, the products speak for themselves, our job is to simply showcase them properly.”
“My daughter told me that your offices used to be a bathhouse. You’re obviously a man of vision to have made such a structure your company headquarters. I must say I’m intrigued.”
Brian smiled. “This was a historic structure that I felt needed to preserved. What more can I say? We have found it to be a stimulating work environment…once I spent a fortune for renovations, of course.” Brian motioned for Ted. “If you will excuse me, I have a few last minute details to take care of before our meeting. Please make yourself comfortable. There’s coffee, tea, drinks…please help yourself.”
“Mr. Kinney, there are a few members of my team in your lobby. I think we lost them to your paintings.” Rudolpho commented.
“No problem. I’ll see that someone ushers them in when we’re ready to start. Please excuse me for a moment.” Brian said as he turned to leave.
Brian gave last minute instructions to Cynthia that he wanted the art department ready to respond to anything that Justin needed. She confirmed that had already been taken care of, and that Justin was down there now making sure that Murph and George were only a phone call away.
Ted and Brian chatted for a moment, ending with Ted confirming that everything was ready.
Brian was just outside the door of the conference room, when he heard a voice he would recognize anywhere. To his surprise that voice was not speaking English.
“Cristina, da quanto tempo. È bello rivederla,” Justin said in perfect Italian. (Translation: Cristina, it’s been a long time. It’s good to see you again.)
Cristina Silvestri and the few members of the team turned toward the voice, which was now speaking. Cristina realized that she knew the speaker, but she couldn’t seem to match the speaker to any image in her memory banks.
While she was struggling, Justin recognized her confusion and picked up the conversation once again in Italian, “Mi spiace che lei non si ricordi me. E’ passato tanto tempo. Ho incontrato lei, Maria e suo padre circa tre anni fa, quando lavoravo alla Vanguard. E’ stato molto tempo fa, e sciocco pensare che lei mi ricordi. Mi chiamo Justin Taylor.” (Translation: I’m sorry you don’t remember me. It has been a long time. I met you and Maria and your father about three years ago, when I was working at Vanguard. It was a long time ago, how foolish of me to think that you would remember. My name is Justin Taylor.)
“Justin, of course I remember you. You look so different. I would not have recognized you. Wait until Rudolpho sees you,” Cristina said, in perfect English, grabbing Justin into a big hug.
At that moment, Maria Silvestri walked over to join her sister and Justin in conversation. Brian couldn’t hear the conversation, but in a few seconds, she too was hugging Justin.
Brian watched this from his distant vantage point. ‘That hug was quite long enough. Now take your hands off of him. Ok. That goes for you too. How long do you intend to hug him? When are you going to let him go?’ Brian thought quietly to himself, trying to resist the urge to remove these women’s arms from Justin. Instead he just sighed and patiently waited.
Maria and Cristina, each with their arms still linked to Justin, introduced him to the other members of the team from Eyeconics and Belluss Occhiali.
“I saw the products that your combined team developed,” Justin pointed out, “They are truly elegant and sophisticated.”
The team members smiled at the praise. Cristina maneuvered Justin and her sister back in front of the paintings in the lobby.
Maria said to Justin, “I told Brian that the meeting shouldn’t be held here. I knew we wouldn’t be able to get Cristina away from these paintings.”
Justin laughed. “So Cristina, I’m wondering what you think of my paintings?” Justin innocently asked.
“Your paintings?” Maria and Cristina said in unison.
“Yes, they’re mine. I did them several years ago… when Kinnetik first opened.”
Both Maria and Cristina continued to gush with praise.
Justin looked up and saw Brian standing off to the side. “Will you excuse me for a moment?” he said, leaving Maria and Cristina to continue to admire the paintings while he walked over to speak to Brian.
“Hey.”
“Hey.”
“I see once again I find you wrapped in the arms of someone else.” Brian teased.
“Brian, they’re women…they’re Italian…what more can I say?”
“We’re just about ready. So will you get your fan club and move them to the conference room,” Brian continued to tease.
Justin nodded ok with a smile and returned back to Maria, Cristina, and the teams. At Justin’s urging everyone started walking in the direction of the conference room.
***
On entering the room, Justin began again in perfect Italian, extending his hand. “Signor Silvestri, so che sono passati tre anni ma e bello rivederla.” (Translation: Signor Silvestri, I know it’s been three years, but it is good to see you again.)
Cristina interrupted, this time in Italian, “Ricordi Justin Taylor, papa. Pensavi che sarebee stato il marito perfetto per me o Maria. Be ho deciso che avevi ragione. Sono pronta a sposarlo adesso.” (Translation: You remember, Justin Taylor, father. You thought that he would make the perfect husband for either Maria or me. Well I decided that you were right. I’m ready to marry him now.)
Maria decided to join the conversation in Italian, “No papa io penso sarebbe un marito migliore per me. Non sei d’accordo Justin?” She walked over to give him a hug. (Translation: No father, I think that he would make a better husband for me. Don’t you agree Justin?)
Signor Silvestri started to laugh. Then said to Justin in Italian, “Justin, sono passati diversi anni ma e bello rivederti. Sapevo saresti stato il genero perfetto. Sono rimasto in attesa,” as he opened his arms in greeting and hugged Justin. (Translation: Justin, it’s been many years but it’s good to see you again. I knew you would make the perfect son in law. I have been waiting.)
The Italian members of the design team were thoroughly amused since Signor Silvestri was constantly trying to marry off his daughters. It was an inside joke, and this was a family business.
Susan Weaver and the Eyeconics members of the team had no idea what was going on, and they tried to follow the Italian. They were also trying to understand the unexpected relationships unfolding before them. Susan watched in fascination the way that the Silvestri family responded to this stranger.
Susan made careful note of the change in the demeanor of Rudolpho Silvestri as he embraced this stranger. She also noticed the unguarded way Maria and Cristina Silvestri were also acting. She didn’t know what was going on, but she was most intrigued by the unfolding events.
Justin stood there with Maria on one arm, Cristina on the other, blushing several shades of red. Finally regaining his composure, Justin approached Susan Weaver and said in English. “Hello, my friends have failed to introduce me, I’m…”
Susan finally recognized him before he identified himself, so she finished his sentence for him, “You’re Justin Taylor, the artist. This is indeed an honor. I’ve admired your work.”
“Thank you.”
“You obviously have a fan club,” she teased, motioning with her eyes from Cristina to Maria with a laugh.
“It’s a long story.” Justin said, sheepishly with a smile. “We’re old friends.”
“Now, that’s a story I would so love to hear,” Susan teased with a smile.
***
Brian and Ted entered the room and the meeting was set to begin. Justin reached for the sketchpad from the side table and took a seat off to the side.
At first everyone was surprised that Justin remained in the room. Everyone thought he was simply a visitor at Kinnetik. No one could exactly put the pieces together as to why he was casually seated in the room, but everyone was too polite to ask.
Eventually, formal introductions were made once again, and Justin was introduced as the special artistic director for this campaign.
Then suddenly there was the relaxed smile of recognition from Susan, as she thought about all the campaigns that Brian had created for Eyeconics. She then tried to re-imagine the artistry of those campaigns in the hands of someone of the caliber of Justin Taylor. Susan began to completely relax into her seat, for she knew Brian’s presentation was going to be dazzling.
The Silvestri family realized that the appearance of Justin Taylor into the mix changed everything. Here was a man, who had proven in the past that he understood both the company and the Italian sensibilities with respect to design. Everyone knew in advance that their two biggest problems with all the other agencies weren’t going to be a problem here. However, Maria and Cristina knew that their father could still create a crisis, so they cautiously held their breath and waited.
Brian welcomed everyone and talked a little about Kinnetik being a boutique agency that focused on the unique needs of its clients. Then he moved directly into the presentation.
“Signor Silvestri, your first concern has been that you wanted ads that reflected your company. Your complaint, as I understand it, has been that previous firms didn’t connect with your unique design culture. As you will remember, Justin assisted in the design of your campaign three years ago, which integrated your design culture and high art.”
“Yes, I remember.” Rudolpho acknowledged and smiled warmly. “Although my recollection is that he did more than ‘assist’. Rudolpho remembered well the circumstances surrounding his meeting with a young Justin Taylor, and he was glad to see that this time Justin had received recognition and status on the campaign, right from the start.
“Wait until you see what WE came up with this time.”
“I’m looking forward to it,” Rudolpho said, noting the use of ‘we’ and deciding it was a tribute to Brian’s integrity that he shared recognition with Justin right from the beginning. Rudolpho decided at that moment that he liked Brian Kinney.
“Susan, you had indicated that you wanted the campaign to reflect Eyeconics as well, where your design culture is considerably more modern.”
“Yes, we didn’t want to be completely overshadowed by our Italian counterpart.” Susan responded.
“You know here at Kinnetik we believe in edgy campaigns, which leave lasting impressions. You are about to see what we came up with for you, incorporating your combined design cultures,” Brian explained.
“The next problem, we understand, was that you needed a name for your magnificent collection. So we tried to develop a name for the entire collection that should work across your full international marketing spectrum. May I present to you the products developed by your two firms to be marketed under the name “Collezione Fiero”.” Brian said and waited a moment for the name to sink in.
Initially the room was absolutely silent.
Then Brian continued again, “To those on the Eyeconics team, the name implies “fire’ and ‘passion’.” There were mumblings from the Eyeconics team, and Susan eyes lit up as she smiled.
“Using the name untranslated works perfectly in our markets,” someone on the Eyeconics team commented aloud.
“To those on the Belluss Occhiali team, I believe the name of the collection indicates ‘pride’ and ‘boldness.” There were eventual nods from the Italian group.
“We like this name so much better than ‘Phoenix’, which we were using as a temporary name during the development cycle,” someone on the Italian team commented aloud.
“Forse lei l'avrebbe dovuto chiamare il fenice invece,” commented another team member. “I’m sorry,” he continued this time in English, “Maybe we should tried ‘fenice,’ the Italian word for Phoenix. But now that I hear it, it wouldn’t have sounded much better.”
Everyone laughed.
“You will notice the focus is on each of the products in the next series of boards. These are the concepts for the print ads. We didn’t make the mistake of most traditional European trends, which tend to focus on the long setting shot with lots of models. When models were used…we focused only on the headshots…this way, we actually showcase the products of the collection and not the models. Further, notice the majority of the ads focus on the exquisite detailing, which are the hallmark of this collection. There is nothing, anywhere to distract from your products’ image.”
Cynthia continued placing the boards to show what Brian had described. The audible oohs and aahs continued.
Brian continued, “Then we used abstract art in the vacant spaces to focus the eye, again in the direction of on your designs. Rather than make the art prominent, we used recessed imagery and half tones instead. In live ads, we will even give you a touch of subtle morphing and animation, to again produce movement in the direction of the product. Therefore, the art will be used again solely to make your products more memorable.
“Finally, I would like to give you an idea of a possible European media campaign. Justin and I wanted to create this one just for fun. We realize that the ad must be toned down for U.S. market, but let me show the concept to you…just for fun.” Brian finally said, as he started to paint the word picture to go with the boards.
“Picture a perfect day at a plush resort. The sun is shining. The air is clear. The foliage around the pool area is lush. As the camera moves closer, we see the cool, clear waters of the shimmering pool. There are people swimming in the pool.
"Off to the left of the pool are five men in Speedos sunbathing. Other people are also scattered around the pool engaged in various activities.
“This placid scene is broken as a voluptuous dark haired beauty is seen in water. With panther like grace, she rises out of the water in slow motion. All eyes are on the woman. Her body is tanned, and she is dressed provocatively in a bikini. The water droplets cascade down her body as she rises. The woman happens to cast a seductive smile in the direction of the five male sunbathers.
“The five men returned the smile, each thinking of the promise of a long night and never-ending sex. Then one by one each man leaned forward on his chaise, returning the flirtatious glance.
“The first four men are focused on the woman, who has emerged from the water. The fifth man clearly has his attention focused only the hard bodies of the four men beside him. All five men are wearing Collezione Fiero sunglasses, so an outsider would not be able to tell exactly where the sunbathers are looking.
“The final scene is simply the single pair of sunglasses spotlighted in the foreground, with bathing suits scattered behind them. You don’t know whether you have a one pair of Speedos and one bikini, or if you have multiple pairs of Speedos, or if you have permutations somewhere in between.
“The tagline is…The Look That Says It All.”
Brian had everyone mesmerized by his presentation. The room erupted in laughter at the various implications of the ad.
“With an ad like that, the buzz at the water cooler alone will have our collection on everyone’s lips,” someone from the Italian design team commented.
“Can’t you see all the extra air time we’ll get as the newscasts mention our collection,” someone else added with a laugh.
“I guess the ad will be toned down here in the U.S. I guess we’ll have to stop with the woman rising out of the pool and casting a seductive glance at the five sunbathing men. But even at that, the ad still works,” someone on the Eyeconics team said with a laugh.
“The slogan works so well even with the shortened version of the ad. I love it,” someone else commented.
When Brian was finished, the Eyeconics team was thrilled. The members of the Belluss Occhiali team seemed excited.
Brian presented the second campaign, which contained the same essential focus with slightly modified execution. The products are placed in a more urban setting. This time the tag line… “Hide the Fire In Your Eyes.”
The members of the two teams were again impressed.
Finally, Brian asked Justin to present the boards showing the graphics to integrate the new collection into the existing websites for the two companies. These graphics were highly refined and both companies were impressed.
Justin explained that the website graphics were more universal and would work with either campaign with the only change being the correction of the tag line slogan.
“Will we be able to run the video of that ad on our website?” someone asked with a laugh.
“Of course, our tech team will kill us. Can you imagine the number of hits that video would generate? It will probably crash our server…which of course will get us more media coverage for our products,” someone else commented.
Justin smiled at the enthusiasm and confirmed that streaming video would be entirely possible on both company websites. Justin returned to his seat and everyone settled down again.
Brian did the final wrap up…summarizing what had been presented to refresh the images in everyone’s mind…as if that was necessary.
Under normal circumstances, Brian would have expected that the problem for the two teams would have been to decide between two equally impressive campaigns.
Then Brian remembered these were not ordinary clients…so he steeled himself for the reactions he knew would follow.
After a few moments, Signor Silvestri said, “What you’ve presented is very interesting. Both of these campaigns truly represent unique concepts. However, neither of the concepts represented the campaign strategy we had in mind.”
There was a collective gasp from everyone else in the room.
“I see,” Brian said quietly, trying to hide his disbelief at the response.
There was a knock on the door, and Emmett signaled to Brian, who simply nodded in response. Then he resumed speaking to Rudolpho Silvestri.
“Not a problem, Signor Silvestri. I would be most interested in working with your ideas. I realize that I have held you captive in this room for quite some time, but I see that lunch has arrived. May I suggest that we take a break for lunch and resume our meeting here after we eat? Don’t worry. We have dedicated the entire day to developing a campaign strategy that is consistent with your vision. But, I’m sure things will progress more smoothly with the addition of food,” Brian said with a smile.
“I didn’t know that you were Italian,” someone from the Italian team teased.
Everyone stood up and looked at their watch and mumbled their agreement with Brian’s suggestion about lunch. Brian impressed everyone with the catered meal, giving everyone an opportunity to relax.
Emmett and his staff directed every one to the area where lunch was being served. Maria and Cristina were constantly talking with their father in whispered Italian.
Susan and her team were whispering also. The Belluss Occhiali and Eyeconics teams were whispering. The entire group was talking among themselves.
Emmett and his staff made sure everything was perfect. The atmosphere was very relaxed. Ted and Cynthia mingled with the members from both company, and this was their first chance to mingle. Ted and Cynthia continued to oversee the lunch gathering, while Brian and Justin stepped in Brian’s office for a moment.
“Brian, your presentation was wonderful. It’s been a long time since I’ve seen you in action,” Justin said with a smile.
“Nonsense, you saw me several times this morning. Did you forget already?” Brian said taking Justin into his arms for a gentle kiss.
“Brian.”
“I’m so glad you’re here. This would be unbearable without you.”
“I can’t think of anywhere I would rather be”
“You know I should have listened to you.” Brian said quietly.
“What do you mean?”
“You told me I didn’t want to touch this account. You told me to take a pass. I should have listened.”
“Why would you say that? You know you’re the best. Everybody knows that.”
“Justin, I’ve been in this business a long time. I’m a master at what I do…I know that. But I want you to know the art that you created for both of these campaigns was outstanding. I could win my next Clio award on your graphics alone.”
“Brian,” Justin said blushing.
“Look, we could sit in there and create a new campaign. This isn’t about our ability to do that, for you and I have done it before. But I have to wonder if Signor Silvestri is capable of knowing a memorable, attention getting campaign when he sees one.”
“What are you saying?”
“As much as it would be a feather in Kinnetik’s cap to win this account, I’m reaching a point where I wonder if the rewards are even worth the effort.”
Justin looked at Brian when he made the statement. Then he let the subject drop. “Well, we had better get in there and have something to eat,” Justin said instead.
“Is food all you ever think about? You know I could lock the door. We probably have enough time to feed each other a high protein snack right here.” Brian teased.
“Brian,” Justin said, blushing slightly.
“Oh. All right. You’ve made your point. I guess, we do have to join everyone at lunch,” Brian said with a laugh.