Cathy Monetti

Author Archives: Cathy Monetti

A writer by trade, Cathy founded the firm that is now Riggs Partners in 1987 and has served as the firm’s lead creative strategist since that time. She is a voracious student of all things Next.

posted by Cathy

Aug 03, 2011 @ 5:12pm

Spotify: A Reason for Hope in the World

Between 24-hour news cycles and the sorry economy and the terrifying and distasteful catfight over the debt ceiling, it’s no wonder many people are feeling a bit downtrodden. I’ve been thinking a bit about that lately and want to offer this different perspective:

I find something new to be excited about every single day.

Today it’s spotify.com, an on demand digital music service with more than 15 million tracks you can play instantly on your computer, your cell phone or your home audio system—for free. The service is supported by all the major labels, so there are not many content gaps. You can build your own playlists, see what your friends are listening to, and maintain your account via cloud so it can travel with you.

How extraordinary is it that we live in world in which a music library of 15 million tracks is available at the click of a button, wherever you are?

It’s the same in this business. In the old days (last year?), our work was all about interruption. But today, the toolbox is filled with countless options for actually creating connection.

Think about that for a moment. Whether you are a nonprofit or a marketer or a business owner looking at this from the side of brand, or an individual looking at it from the side of the consumer (and we’re all both at one time or another, aren’t we?), connection is a wonderful goal with a consequential outcome. Connection offers a meaningful exchange—and getting a bit dramatic, but still— isn’t connection the point of life?

I’m excited, everyday, to find new ways to connect brands and causes to the people who will embrace them, to those whose lives will be enhanced because of the connection. I think it’s one of the most beautiful things about our world right now.

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posted by Cathy

Jul 28, 2011 @ 4:43pm

New Work: Goodwill Industries

Nobody gets more out of it than Goodwill. After spending several months in Discovery and Brand Development for this new RP client, of that we are sure.

A donation of I no longer need it toys, clothing, household goods, furniture, computers, books and more ultimately funds job training and placement services for thousands and thousands of people. In fact, Goodwill of the Upstate/Midlands spends 92¢ of every dollar they make on this mission.

It’s both an honor and a pleasure to work with our friends at Goodwill, sharing their brand story and reminding people around the state that a donation to Goodwill is a donation well made.

More to come as this cross-channel branding campaign makes its way to the marketplace!

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posted by Cathy

Jul 20, 2011 @ 5:39pm

Four very funny rules, for work, for life

May I start by saying I have never seen a single episode of 30 Rock? I’m not sure why that’s so, or even that it’s relevant here. (And I’m certain it makes me look stupid rather than discerning—even more reason to simply not mention it.)

And still I couldn’t wait to read Tina Fey’s book, Bossypants. I love the name.

It is a fantastic read, start to finish. Funny as all get-out. And smart, as in “I-need-to-remember-this” smart. For instance, I was struck by her rules for improvisational comedy and immediately vowed to remember them anytime I am involved in a creative meeting. (And aren’t they all?)

Tina Fey’s “Rules of Improvisation That Will Change Your Life and Reduce Belly Fat”

Improv Rule 1: Always agree.

The magic of improv is making do with what you are handed, no matter how ridiculous it might be; opening yourself to accepting what comes your way without judgment or editing. I think of it as truly looking at things through someone else’s lens. Tina’s example:

Actor: “Freeze, I have a gun!”

Bad improv response: “No you don’t. You’re pointing your finger at me!”

Good improv response: “The gun I gave you for Christmas? You b@#**#@!”

Rule 2: Say “Yes, and. . .”

Think of the new places you’ll go if you not only accept what you are handed, but you add to it. Take the outrageous and make it outrageous-er; push it someplace farther.

Tina’s example:

Actor: “I can’t believe it’s so hot in here.”

Bad improv response: “Yes, it is.”

Good improv response: “Yes, and this can’t be good for the wax figures.”

(As Tina says, now we’re getting somewhere.)

Rule 3: Make statements instead of asking apologetic questions.

It’s difficult to get any traction when every idea is preceded with a disclaimer. Instead, go boldly. Then everyone is clear about where the idea stands.

Tina’s example:

Bad improve: “Where are we?”

Good improve: “I told you we shouldn’t have crawled into this dog’s mouth.”

Rule 4: There are no mistakes, only opportunities.

Go with it. Whatever happens in the scene—props that misfire, lines that get misinterpreted—great improv actors just work with what comes along, and the scene gets richer and funnier.

When reading Bossypants, I spent a lot of time thinking about improv and the many similarities it has to creative brainstorming (or creative conversations of any kind, really.) We highly efficient humans are quick to apply “yes, but” to ideas that are simply in their infancy. I made a vow then to remember this lesson from the very funny, and very courageous Tina Fey, who reminded me that by giving an idea an unfettered moment to grow and change, greatness might just emerge.

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posted by Cathy

Jul 07, 2011 @ 9:15am

When Endings Are Beginnings

at Swarthmore

Swarthmore is a fine liberal arts college located just on the outskirts of Philadelphia. There is much to say about the Swarthmore experience, not the least of which is the way a visitor can be moved simply by the school’s idyllic campus: an arboretum dotted with old stone buildings, antique rose gardens and long, long lazy lawns perfect for philosophic conversations and college courting. (I’m quite sure these lawns have seen a bit of both.)

I visited there recently to celebrate the graduation of my eldest stepson, Carson Monetti (highest honors in Philosophy, thank you very much). He walked us oh-so-casually around the campus while I snapped photo after photo. And then we came upon The Tree.

“What’s the story there?” asked my husband.

Turns out the tree is a 30-foot oak that began a descent into death some time ago. Rather than remove it, Swarthmore and the arboretum agreed to paint it red, demonstrating the tree’s ability to transcend the natural limitations of regular existence (a dead tree) and be transformed into something new (a work of art).

I find this story of transformation profoundly important. But I have to say I love my own story, too. I was mesmerized by that red tree from the moment I saw it, imagining a band of idealistic college co-eds descending upon it under the cover of darkness, paintbrushes in hand, transforming it into their own powerful statement. Day dawned, in my story, and the red tree lived on in spite of Administration, simply because it was so. . . Swarthmore.

I love that campus. I love that red tree.

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posted by Cathy

Jun 23, 2011 @ 12:00pm

The power of unplugging

As you’re reading this, I’m miles away from the office. Nearly 2000 miles away, to be exact. (Thanks to the magic of the Internet.) It’s time for a family vacation, and my husband and I have gathered our three kids and headed off for an adventure.

Arizona

In the week before I left—which was as busy as my return is sure to be—I worked my way steadily through a to-do list in preparation for one thing: a week in Sedona. Colleagues asked me, “Will you be checking your email? Will you be available?”

After a pause, I answered, “No, I’m totally unplugging.” And that was that.

Our world has changed since I started an advertising agency in 1987. Over the years, it became increasingly easier to stay connected. Enter today, when we’re all one email, text message, or tweet away. It’s always been tempting to take the work home with you. It’s even more tempting now that work can fit in the palm of your hand.

But there’s something necessary about disconnecting. Whatever your job—“creative” or not—your brain needs an occasional refresh to keep producing your best ideas. Research documents that our brains often solve problems or generate new ideas when we’re not thinking about them. Creating mental distance by unplugging allows you to truly experience the things that enrich your creativity anyway—sunshine, laughter with your family, the luxury of uninterrupted sleep. All the while, the work you left at work is simmering in your subconscious.

You might not be at the Grand Canyon for a week, but you can leave your phone at your desk during lunch. You can go home from work, make a nice dinner, and eat it on your porch instead of at your laptop. You can declare the occasional email-free morning.

And when you return, you can tackle your work with fresh eyes. In this business, sometimes a pair of fresh eyes is exactly what you need.

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posted by Cathy

May 04, 2011 @ 4:01pm

Full circle moments

Julie and Cathy, circa 1988

In 1988, I was a 27-year-old entrepreneur with a great passion for advertising and a tiny bank account that didn’t allow for payroll (including my own). The phone rang one day and on the other end of the line was the determined voice of high school student Julie Smith.

“My sister just graduated and she doesn’t know what she wants to do and I already know I want to work in advertising and if you will let me come work for you now I will do anything you need even empty the trash and you won’t even have to pay me.”

It didn’t take me long to say yes, and even today — 23 years later — I consider it one of the best business decisions I’ve ever made. It was also a valuable lesson:

Never underestimate the power of the gut instinct decision.

Is there any level on which it makes sense to hire your first — and might I add only — employee from the high school pool? Okay, maybe if your business is a landscaping service. But not in this kind of business, for which a level of talent demonstrated through a great portfolio or experience in other respected shops is virtually required. And yet I heard something in Julie’s voice, a quality that told me This girl is something special. I was right, and for the next five years, Julie added sparkle, smarts and joy to our growing creative studio.

Cathy's graduation gift to Julie

In 1992, she graduated from the University of South Carolina with a degree in advertising and I joyfully nudged her out into the world. I knew her talents would best be developed with experiences challenging and diverse, and she earned her stripes with stints at several respected agencies and in leading an in-house marketing program for a major nonprofit.

She also grew up, got married, and became a mother of two precious, precious boys.

Earlier this year, Julie founded her own creative studio, wordsmith. She has come home to roost in the fabulous WECO building, alongside Riggs Partners and among our band of crazy-talented strategic partners who also call the WECO home.

Cathy and Julie, circa now

It is one of the great joys of my life to work alongside my protégé and friend, Julie Smith Turner. She is a reminder to me, every day, that the relationships we build as we move along this “work” pathway are the real payouts for a job well done.

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posted by Cathy

Apr 07, 2011 @ 3:41pm

Smart Brands Pay Attention to Detail

When a brand gets it right, it’s obvious. Last week, I left my desk just to show my apprentice, Kathryn, my latest package from Anthropologie. I knew she’d love the details that went into the lovely packaging as much I did. We exclaimed over the sparrow-patterned tissue paper, talked about the button & thread receipt envelope, and then browsed through their captivating blog. Fifteen minutes passed—we had been talking about a brand the entire time.

Great branding happens when organizations understand two things:

The brand is their story.
They better tell it on every page.

Kathryn and I love Anthropologie for varying reasons, I’m sure, but Anthropologie’s commitment to their brand “story” in every layer of the experience—down to the shipment packaging—got us talking. Successful companies understand that the brand essence should be well-represented in every part of the brand experience. In a recent Fast Co. Design article, Ken Cabrone highlights Moleskine as an example of exceptional branding. “Everything about Moleskine’s retail presence is built to reflect the four core characteristics [of the brand],” he notes. Moleskine doesn’t miss the details either—from controlling the set-up of merchandise display to including a small insert that tells the Moleskine legend in each notebook.

Recognize that the small details represent key opportunities to reinforce your brand message. Chick-fil-a perfected this by requiring their employees to reply “My pleasure” when a customer said thank you. Thank yous are exchanged at thousands of drive through windows every day. By giving emphasis to a seemingly insignificant interaction, Chick-fil-a distinguishes itself from other fast food companies while constantly reinforcing the customer service that is key to their brand. If a brand is working, every component should reflect the organization’s identity—from significant company decisions to everyday consumer interactions to, yes, even the packaging paper.

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posted by Cathy

Mar 30, 2011 @ 9:03am

New Work: Bee Day

For the last few months, we’ve been working with New Morning Foundation to launch this year’s virtual legislative advocacy campaign, Bee Day. Today, members in the Tell Them e-advocacy network will swarm the South Carolina Statehouse with emails. Eight thousand members will come together to ask legislators to maintain funding for critical prevention-based family planning services.

The creative team produced an event poster that demonstrates both the spirit of Bee Day and the Tell Them brand: when we stand together, important work is accomplished.

Visit tellthemsc.org to learn more about today’s swarm.

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posted by Cathy

Feb 27, 2011 @ 9:32pm

Just when we need a little reminder

spring is coming

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Feb 22, 2011 @ 5:06pm

Using an annual report to fortify your brand position

First let me say: Let’s hear it for organizations who continue to believe in the power of the thoughtful annual report. In the wake of annihilated budgets, so few companies commit the dollars to produce them anymore. But I believe there is great value in the process of taking stock of the year that has passed. Where were the successes? The surprises? What are the lessons learned?

We are fortunate to produce several annual reports at RP, including this one (just completed) for the Central Carolina Community Foundation. We thank Tonia Cochran of CCCF and our friends at R.L. Bryan for a wonderful collaborative experience. We are particularly pleased that JoAnn Turnquist, CEO of the foundation, is using the theme “Community Building / Building Community” in her many presentations to community partners and donors.

We believe an annual report is a great opportunity to look back, learn and celebrate. It is also an opportunity to fortify a brand position — an investment smart companies and nonprofits are continuing to make, even in this challenging economy.