Last Monday, IMC held its Christmas party.

I came late because I did two corporate shows in Villamor Air Base and in Makati.  When I arrived at our own party, after an hour of hurdling an obstacle course called traffic-choked EDSA,  it was time for the exchange of gifts.

Anthony Andres, one of the most talented close-up workers in the Philippines, surprised me with a beautiful gift.  He put to good use his talent as graphic artists to sketch a caricature of me.

What he produced was a beautiful exaggerated graphic rendition of me.  I didn’t know I look good in caricature.  It’s so good I spend eight hours a day looking, gazing and staring at it.

Thanks Anthony for a beautiful Christmas gift.  It goes straight to my marketing material.

Stay magical,

Leodini

www.leodini.com

by Ingrid Samson

There was some hesitation among Inner Magic Club (IMC) officers when they were approached by Project Director Vanessa Salvana about doing a benefit show. December 15 was a busy time of the year for the members, after all. But IMC’s compassion won, and preparations for “Magic of Love” went underway.

Due to time constraints, some acts had to be repeated from previous shows, but they were still mesmerizing to watch. Show conceptualization started just about a month before the scheduled date, and the club only had 4 days of rehearsals.

The tight schedule proved to be no hindrance, though, as IMC’s seasoned performers emerged victorious and gave their usual best, resulting in a smoothly run show. Except maybe, for some, uh… minor mishaps with the sound system (ha-ha).

December 15, 2009 was a weekday, not to mention payday. A lot of people got stuck in heavy traffic. As a result, the Club had to delay the start of the show by almost an hour. But judging by the thunderous applause, and collective oohs and aahs heard all throughout the show, it was well worth the wait.

After a heartwarming speech by Ms. Salvana, the crowd of all ages was greeted by a burst of color in umbrellas, silks, and doves. Jaws dropped to the floor early on, as a lady levitated onstage, vanished in just a blink of an eye, then reappeared instantaneously in the middle of the Philamlife theater, strutting merrily along the aisle.

A magical hand with a life of its own danced around to everyone’s amusement. I think it would be very happy to meet “Thing” from Addams Family. There was also a clown act that brought tears of laughter to every eye in the jam-packed theater. Then it was time to mystify them once more with a science-defying act of escape through steel bars.

The action never let up as the night wore on. Canes appeared onstage faster than you can say, “Jeremy Pei”. Solid metal rings link and unlink right before eyes that were hungry for more.

Magic mixed with bartending wowed the crowd, and probably also made them head to a bar the moment the show ended. But not before a very funny and engaging escape act left them baffled. The receptive audience was also given a surprise treat as a celebrity IMC member was game enough to perform on short notice. He delighted them with his coin magic, the classic Cups and Balls (and Siopao), and a bo lieng bo… I mean, a bowling ball that came to life from a drawing pad.

It seems that we magicians never grow tired of making objects, and people, float or levitate — assistants, magicians themselves, handkerchiefs, tables, drinking glasses, and guitars! Certainly, a magical production like this wouldn’t be whole without illusions, complete with choreography, that make people go, “David Copper-who?” This shows that we also like to stab people multiple times and set them on fire. But of course, these are just illusions. We make sure that beautiful assistants emerge from tiny boxes unscathed, and even with a fresh change of clothes.

With the show running for almost two and a half hours, nobody seemed to want to leave the theater. But at around 10:30pm, it was time for our finale. All the performers gathered onstage and were put inside a huge box we apparently call, lovingly, “The Box”. Curtains were raised, and in record time, the night’s magicians vanished, only to materialize, scattered amongst the audience.

It was a long and tiring day, but all wore smiles because as cheesy as it may sound, we held the knowledge in our hearts that we made a difference and helped kidney-impaired patients with this charity show.

Truly, our love for magic gave life to this Magic of Love.

I’m on several e-mailing lists.  When I started on my Masters in Integrated Marketing Communication at WVU in August, I signed up, or “opted-in” to e-mail blasts from reputable marketing news sources so I could get updates on what is going on in the industry.  Marketing strategies change almost on a daily basis, and it’s important for any marketer to know what today’s trends are, what marketing tactics are working and what aren’t, conduct viable research, and to read about new ideas for inspiration.  So, I get e-mail blasts from online companies such as AdWeek, AdAge, PR Weekly, and Mobile Marketer.  To get these updates, I had to give out my e-mail address, of course. 

I also receive updates from sites where I have made purchases such as Hewlett-Packard, Amazon.com, Buy.com and Half.com.  They send me information about new products, sales and more.  I don’t mind receiving these notices because I, again, “opted-in”.  And with each and every one of these e-mails, at the bottom is an “opt-out” option, which allows me to cancel the notifications at anytime. 

But what about the e-mail notifications I haven’t signed up for?  E-mails full of junk, with misleading headers and fake “opt-out” links?  They just chip my cookie!!!  A few weeks ago I started receiving these SPAM e-mails, or what I affectionately call Scandalous Petty Acts of a Moron!!  Somehow, this company got my e-mail address.  I’m guessing they bought it from one of the other e-mail lists I’m on (I’m on more than what I’ve lists, and some are not so reputable).  So, I guess my carelessness is to blame.  But it’s still beyond aggravating.  Here are some interesting statistics I found from a Yale University 2008-09 study on SPAM:

During this 12-month study, SPAM accounted for as high as 94.5% of all e-mail during one month (August 2008).  That’s 123 million SPAM e-mails in one month, or an average of 4 million SPAM e-mails per day.  Unbelievable!!  Sometimes I think half of those messages came to my inbox.  How much does all this cost?  According to a study by Forrester, it costs “nearly $20 billion in lost time and expenses worldwide”.  And that study was done in . . . 2003!!  Over six years ago.  Imagine what it’s costing now.

So I’ve ranted and raved about this annoying practice enough. Thank you for listening, and please feel free to join in.  Tomorrow, I’ll continue the discussion on SPAM and give you, the consumer, some basic tips on how to recognize it and avoid it.  Then, on Part Three, I’ll focus the discussion on how businesses can send out e-mail blasts using ethical, considerate practices instead of Scandalous Petty Acts of a Moron.  See ya then!!

I wrote this article many years ago.  I reprint it here for those who still are not familiar with one of the most recognizable and magical  icons of Christmas.

Well, Santa, to start, can you tell me who you really are?

That is hard to tell. After all these years and so many tales about me, legend now surrounds my person. Let me see. My real name is Nicholas, bishop of the seaport town of Myria in Asia Minor.

Asia Minor? You Mean Turkey?

That’s the modern-day name of my old home­town. But it was called Asia Minor then in 300 AD when I was still bishop.

How old are you, Santa?

Well, I’ve lost count of my age. If you’ve lived as long as I have, you would never know your age, too. My educated guess is I am about 1,700 years old.

If your name is Nicholas, how come you are called Santa Claus?

Actually, I was popu­larly known in Europe as Saint Nicholas. In fact, I was so popular among Eastern Christians that Russia and Greece chose me as their patron saint and celebrated my feast day on December 6. The Dutch colonists kept the December 6 festival when they settled in New Amster­dam…

Excuse me, Santa, but by New Amsterdam you mean New York, don’t you?

I keep forgetting that names have changed over the years. You’re right. The Dutch settled in New York and brought along with them the December 6 feast day, which they celebrated with festive sports and gifts for children. The Dutch called me Sinterklaas, meaning Saint Nicholas. So when my festivities spread in America, the Americans began calling me Santa Claus.

How did you get to be known for your gift giving to children?

Oh, I guess it all started when as a bishop I gave three bags of gold to three daughters of an impov­erished merchant as dowry for marriage to save them from shame and slavery. One of the bags of gold I tossed through the window one night happened to fall into a stocking hung by the chimney to dry. That started the custom of children hanging Christmas stockings by the chimneys in the hope of receiving gifts from me.

You are wearing one of the most colorful costumes of all folk heroes? Who is your couturier?

Ho, ho, ho. I don’t have any. My appearance and outfit were suggested by Clement Moore in his poem “Twas the Night before Christmas” written in 1822. Moore, a theology professor of Columbia College and a poet became famous with this one poem. He wrote that I had clothes of fur, twinkling eyes, merry dimples, cheeks like roses, nose like a cherry, beard as white as snow and round belly that shook like a bowlful of jelly when I laugh. He added that I had a reindeer-drawn sleigh and even gave them names.

Ho, ho, ho. The guy’s very imaginative. Anyway, I liked his ideas so I appropri­ated it.

But being a bishop, aren’t you supposed to wear a religious robe instead of the red cap and suit trimmed with white fur that you are wearing now?

As bishop, I used to appear in colorful medieval regalia, complete with a miter and cape. But as I said, when the Dutch settlers introduced me to America, I changed my get-up because of Moore’s concept of me. By the way, my modern image—that of being jolly, plump and wearing an elf-like cap—is based on the cartoons drawn by Thomas Nast for Harper’s Weekly in 1881. Like Moore, he too got famous by build­ing up my image.

You are observed to be busy during the Yuletide season. What do you do during the rest of the year?

I make a list of who’s naughty or nice. Since there are millions of children the world over, my list making keeps me occupied most of the year. This used to be a tedious and complicated process, but the advent of computers makes the listing a lot easier now.

Aside from list making, I also supervise the gnomes in my toy factory to make sure my gifts are ready when the Yuletide season starts. Of course, I have to take care of my reindeer too—Dasher, Dancer, Prancer, Vixen, Comet, Cupid, Donder, Blitzen and, the most famous reindeer of all, Rudolph. I make sure they are well fed and in good health for the big jobs during Christmas Eve.

Who is financing your gift giving?

The IMF and the World Bank. Ho, ho, ho. Just kidding. Actually, I’m quite a rich man. I’m a stock­holder of most of the big companies in the world. So to answer your question, I finance my own gift giving.

Where can a child reach you to ask a Christmas gift?

I can’t tell you where exactly I live. That’s confi­dential. Otherwise, I would get all kinds of visitors and curiosity seekers the whole year round dropping by for a chat, and I wouldn’t have time to do my job anymore. Anyway, a child can address his letter to the Arctic Circle in Finland. Provided the handwriting is legible, I’ll get it.

What’s your secret for long life?

Not dying.

Beg your pardon?

Not dying. Meaning, going on living.

How?

Balanced diet and good exercise.

What is your exercise regimen?

Laughter. Lots of ‘em. Make sure you laugh at least two min­utes every hour. Ho, ho, ho.

Do you have a wife?

You must be kidding me. I’m a bishop, remember?

One last question. Are you real or just a fig­ment of our imagination?

Depends. If you believe in Christmas, in peace and love, in charity and generosity, in the babe in the manger, then I’m as real as your neighbor is.

Stay magical,

Leodini

www.leodini.com

Here are some highlights of our two-and-half magic show at Philamlife Theater on December 15.

The Magic of Love Slideshow

The video will come out soon.  Just ask an IMC member closest to you how to get a copy.

Stay magical,

Leodini

www.leodini.com

InfoMoney:

A divulgação do Quadruple Witching geralmente resulta em forte volatilidade nos mercados e nesta sexta-feira (18) não é diferente. Os índices norte-americanos e europeus apresentam sinais opostos nesta sessão, enquanto o Ibovespa opera em queda próxima de 1% nesta tarde, mais uma vez pressionada pelo desempenho negativo das blue chips. 

Principal evento da pauta econômica norte-americana, o Quadruple Witching é marcado por quatro importantes vencimentos simultâneos, de contratos futuros e de opções de índices e de ações. Contudo, o índice Nasdaq consegue registrar ganhos por lá, repercutindo os resultados melhores que o esperado de Oracle e Research In Motion.

Na Europa, o destaque fica por conta do indicador alemão que mede a confiança do investidor no país. O número divulgado é o maior desde julho do ano passado.

No front doméstico, as atenções recaem sobre a Pesquisa Mensal de Emprego, que mostrou desocupação estável de 7,4% em novembro deste ano.

Blue chips em destaque
As blue chips mais uma vez ocupam as principais manchetes do noticiário corporativo. A começar pela CSN (CSNA3), cujas ações despencam 5,39%, liderando as perdas no Ibovespa. A siderúrgica ofereceu € 3,86 bilhões para adquirir a Cimpor (Cimentos de Portugal SGPS), como “parte de uma estratégia de diversificação e internacionalização dos negócios”. A companhia também anunciou a aprovação de seu programa de recompra de 14.437.405 ações da emissão própria. 

Passando agora para a Petrobras (PETR4). A estatal informou que recebeu empréstimo de R$ 2,6 bilhões do BNDES (Banco Nacional de Desenvolvimento Econômico e Social) para construção do complexo petroquímico Suape. Além disso, mostrou na noite passada que teve queda de 0,57%na produção total de petróleo, LGN (Líquido de Gás Natural) e gás natural na passagem de outubro para novembro. Seus ativos registram perdas de 0,38%.

Também na véspera, a Vale (VALE5) comunicou a aprovação por parte de seu conselho administrativo da proposta de incorporação de suas subsidiárias Sociedade Mineração Estrela de Apolo e a Mineração Corumbá. A decisão precisa agora passar pelo crivo dos acionistas, em assembleia geral ainda a ser agendada. Os papéis da mineradora recuam 0,7%, em linha com o benchmark.

Nova descoberta da OGX
Enquanto a Petrobras obtém financiamento e divulga estatísticas, a OGX Petróleo (OGXP3) anunciou nova descoberta de hidrocarbonetos na Bacia de Campos. Situado a cerca de 83 km da costa do Rio de Janeiro, o poço OGX-3 “continuará sendo perfurado em busca de objetivos adicionais”, informou a companhia. As ações da empresa de Eike Batista sobem 2,3% no pregão.

Setor imobiliário
Outro setor a marcar presença no noticiário é o imobiliário. A Agre Empreendimentos, companhia resultante do processo de incorporação da Agra (AGIN3), Abyara (ABYA3) e Klabin Segall (KKSA3), iniciou o processo de obtenção de registro de companhia aberta junto à CVM e o ingresso no Novo Mercado da BM&F Bovespa, com a consequente criação de um único ticker para a negociação de suas ações. As ações de Agra e Abyara recuam 0,61% e 0,44%, respectivamente, enquanto as da Klabin Segall avançam 0,2%.

Por sua vez, a Rossi Residencial (RSID3) anunciou a celebração de uma joint-venture para operar no mercado imobiliário da Região Norte do Brasil, inicialmente em Manaus e Belém. “A nova empresa estima lançar cerca de R$ 1,2 bilhão em novos empreendimentos nos próximos 2 anos”, afirmou a Rossi em seu comunicado. Os ativos da companhia recuam 1,75%, após operar em alta durante a manhã.

IPO adiado
Há três dias de sua estreia na BM&F Bovespa, a IMC (International Meal Company) anunciou a interrupção temporária por até 60 dias úteis de seu pedido de registro de IPO (oferta pública inicial de ações). De acordo com a empresa, os mercados nacional e internacional não estão adequados à realização da oferta e, por isso, irá rever os termos de sua operação. Porém, a empresa afirmou que manterá o pedido de registro de companhia aberta concedido pela CVM (Comissão de Valores Mobiliários).

Cielo
Por fim, vale lembrar que a antiga VisaNet passa a ser negociada com o nome de pregão Cielo e com o código CIEL3 a partir deste pregão. Os papéis registram perdas de 0,48%.

Just finished staging The Magic of Love at the Philamlife Theater.

InfoMoney:

No aguardo da decisão do Federal Reserve acerca do futuro da política monetária dos Estados Unidos, os principais mercados acionários operam em alta na tarde desta quarta-feira (16), com o Ibovespa registrando valorização de 0,11%.

A agenda de indicadores da economia norte-americana também repercute nos negócios desta sessão. O índice de preços ao consumidor registrou inflação de 0,04%, vindo dentro do esperado pelos analistas. Já no mercado imobiliário, o número de autorizações para construções de imóveis superou as estimativas, reforçando expectativas de um mercado imobiliário em recuperação.

No âmbito interno, além da divulgação do IPC-S (Índice de Preços ao Consumidor – Semanal) de 15 de dezembro, que registrou variação positiva de 0,30%, também repercute o desempenho do fluxo cambial, que reportou um saldo positivo de US$ 884 milhões nos primeiros nove dias úteis do mês.

Companhias aéreas decolam no pregão
As duas maiores companhias do setor de aviação brasileiro ganham destaque no noticiário corporativo. As ações da TAM (TAMM4) lideram os ganhos do Ibovespa, registrando valorização de 5,39%, após a empresa protocolar o pedido de oferta pública de ações ordinárias de sua controlada Multiplus, embora não tenha informado quanto pretende captar e nem qual será o destino dos recursos.

Já a GOL (GOLL4) anunciou a inauguração de sua primeira loja do Voe Fácil, para venda de passagens aéreas a consumidores de classe média. A loja está localizada no Largo 13 de Maio, zona sul de São Paulo, em um terminal que conta com um fluxo diário de 1 milhão de pessoas. Os papéis da companhia aérea sobem 3,04% no pregão.

Vale
Segundo reportagem do jornal China Daily, a Vale (VALE5) teria oferecido descontos de frete para remessas de minério de ferro para usinas siderúrgicas do país asiático, buscando eliminar a vantagem das rivais Rio Tinto e BHP. O jornal também diz que a mineradora brasileira teria oferecido uma fixação das cobranças para as usinas chinesas em US$ 25 a tonelada para contratos de dois anos ou US$ 24 a tonelada para contratos de quatro anos.

Ainda nesta sessão, a Vale e a siderúrgica coreana Dongkuk anunciam o início das obras da usina siderúrgica Companhia Siderúrgica do Pecém (CSP) localizada do Nordeste do Brasil. A obra deve gerar mais de 15 mil empregos e o tempo estimado de construção é de 3 a 4 anos, incluindo a terraplanagem. Os papéis da mineradora operam próximos à estabilidade.

Commodities e recomendação
Acompanhando o avanço nos preços das commodities, as ações da Petrobras (PETR4) operam no campo positivo nesta tarde, registrando ganhos de 0,74%. A trajetória positiva da matéria-prima reflete a queda maior que a esperada no nível de estoques norte-americanos. Vale ressaltar que os Estados Unidos respondem pelo maior consumo mundial da commodity.

Já os papéis da BR Foods (BRFS3) apresentam a maior valorização diária em mais de um mês, ao subirem 2,39%, após o Itaú Unibanco elevar a recomendação desses ativos para “acima da média do mercado”.

Gerdau e Fibria
Assim como os rumores da Vale, outras companhias brasileiras também anunciaram novos eventos em suas atividades no mercado internacional. A Gerdau (GGBR4) conseguiu propor um acordo aos grevistas de sua fábrica de aço em Ontário, Canadá, encerrando uma greve que já dura sete meses. Os papéis da siderúrgica também registram variação nula nesta tarde.

Por sua vez, a Fibria  (FIBR3) concluiu negociações para a venda da Unidade Guaíba para a empresa chilena CMPC. A operação relaciona um montante total de US$ 1,43 bilhão, dos quais US$ 1,3 bilhão já foram recebidos pela companhia brasileira. O restante será pago em até 45 dias. Seus ativos registram valorização de 1,04%.

Ofertas de ações
Por fim, o Fleury informou que os pedidos de reserva da oferta de varejo foram integralmente atendidos até o valor de R$ 17.472,00, que equivalem a 1.092,00 ações. As ações ordinárias, relativas a sua Oferta Pública Inicial, foram precificadas em R$ 16,00, dentro das projeções dos coordenadores da oferta. Os papéis estreiam na BM&F Bovespa na próxima quinta-feira (17).

Também vale ressaltar que este é o último dia para os investidores de varejo reservarem os papéis da IMC (International Meal Company) no âmbito de seu IPO (Oferta Pública Inicial de Ações). Conforme o cronograma da operação, as ações estreiam no Novo Mercado da BM&F Bovespa na próxima segunda-feira (21), sob o código IMCH3.

InfoMoney:

Na agenda desta quarta-feira (16), foco para o resultado da reunião do Federal Reserve nos Estados Unidos, além de dados do setor imobiliário norte-americano. Por aqui, a agenda traz apenas divulgação do IPC-S (Índice de Preços ao Consumidor – Semanal), além do vencimento de opções sobre Ibovespa e Contratos Ibovespa futuro.

Cenário externo
Nos EUA, haverá segundo dia da reunião do Comitê de Mercado Aberto do Banco Central norte-americano, que se reúne para decidir a taxa básica de juro do país. A expectativa é que a Fed Funds Rate seja mantida na atual faixa entre 0% e 0,25% ao ano, mas analistas esperam alguma sinalização sobre como deverá ser a estratégia de retirada dos estímulos econômicos no país.

O Departamento de Comércio dos EUA divulga nesta quarta-feira o Housing Starts, que reporta o número de casas que começam a ser construídas no país. O Departamento de Comércio também divulga o total de autorizações para construção de novos imóveis nos EUA.

O Departamento de Trabalho norte-americano traz os dados do Consumer Price Index (CPI), que considera uma cesta fixa de bens e serviços. O mesmo órgão ainda divulga o Core CPI, o índice de inflação mais acompanhado pelo mercado financeiro, já que exclui itens considerados voláteis, como alimentação e energia.

A EIA (Energy Information Administration) divulga a medição dos Estoques de Petróleo, que avalia a demanda norte-americana da commodity.

Cenário interno
No Brasil, a FGV (Fundação Getúlio Vargas) divulga o IPC – S referente à segunda quadrissemana de dezembro.

No cronograma de oferta de ações, teremos o seguinte evento:

InfoMoney:

A Petrobras assinará nesta sexta-feira (18), junto à estatal boliviana YPFB, um termo aditivo ao contrato de compra de gás que renderá à Bolívia pelo menos US$ 1,2 bilhão até 2019.

O acordo retifica o Ato de Brasília, assinado em fevereiro de 2007 pelos governos dos dois países, no qual o Brasil se comprometia a pagar por “frações líquidas” do gás boliviano.

A notícia é um dos principais destaques nos jornais e cadernos de economia desta quarta-feira (16). Veja também as demais manchetes referentes a economia e finanças que são ou poderão ser assunto no mercado:

O Estado de S. Paulo
B1 – Brasil fecha acordo para pagar US$ 1,2 bilhão a mais por gás boliviano;
B4 – BB também planeja ter um banco nos EUA;
B5 – Brasil capta US$ 500 milhões pela menor taxa da história;
B7 – Na crise, trabalhador perde R$ 13 bilhões;
B7 – Varejo cresce acima do esperado;
B8 – Trabalhador vai poder aplicar FGTS em fundo;
B10 – Irlanda pode assumir 50% dos 2 maiores bancos;
B15 – Friboi anuncia compra de empresa australiana TMC.

Folha de S. Paulo
Dinheiro – Até 30% do FGTS pode ser aplicado em fundo;
Dinheiro – BB negocia compra de bancos no exterior;
Dinheiro – Frigoríficos: BNDES deve fazer aporte de R$ 450 mi no JBS;
Dinheiro – Brasil capta US$ 500 mi e paga menor juro da história;
Dinheiro – Vendas do varejo têm alta generalizada em outubro;
Dinheiro – Crise global: Inflação nos EUA gera apreensão sobre os juros;
Dinheiro – Combustíveis: Petrobras aceita pagar mais US$ 1,2 bi por gás da Bolívia.

O Globo
Economia – Brasil vai pagar US$ 300 milhões à Bolívia por líquidos agregados ao gás.

Jornal do Brasil
Economia – MMX deve quitar dívida com entrada da Wisco.

Valor Econômico
A2 – Conselho libera aplicações individuais do FGTS em fundo de infraestrutura;
A10 – CPI isenta Petrobras de irregularidades;
A12 – Temor de repique da inflação nos EUA pressiona o Fed;
B1 – Em 2010, companhias aéreas focam em crédito e aumento de margem;
B7 – GOL abre loja do cartão Voe Fácil em São Paulo;
B8 – Rússia terá ônibus chinês da Marcopolo;
C5 – Cyrela tenta alongar dívida de R$ 250 milhões com revisão de prazo;
C10 – BB confirma negociação com Patagônia;
D2 – Termina hoje prazo de reserva para papel ON da IMC.

I’ve been away from this blog for several days.

My apologies to the readers.  I have to be with the rest of the IMC members at the Dungeon as we went through marathon practice sessions. We are staging today at the Philamlife Theater “The Magic of Love”, an evening of magic and music.

For those who have time to squeeze between their heavy Yuletide schedules, I’m inviting you to watch the show.  It’s at 7PM sharp.

We busted our butts to mount this show.  Our audience is mostly lay people, so the program’s concept lends more on entertainment rather than on technical difficulty.

The proceeds of the show will be for the benefits of liver patients, who are so sick they cannot come to watch.  The cast, crew and production staff  (all members of IMC) are donating their services to this show for free.  Not only that, they volunteered not to accept paid gigs during the stretch of the marathon practice sessions, including the date of the show itself, thus foregoing some income.

Corny though it may sound, but Christmas, as the popular song goes, is the time of year to give love.

We at IMC are giving whatever little talent we have to help liver patients. This is our own way of giving  love on the  Yuletide season.

I hope you come to watch the show not only to enjoy and evening of magic and music but also to help  those who can use some extra lovin’ this Christmas.

Stay magical,

Leodini

www.leodini.com

InfoMoney:

Impulsionados por referências positivas dos Estados Unidos e China, os principais mercados operam nesta sexta-feira (11) em alta, com o Ibovespa superando a marca dos 69 mil pontos ao registrar ganhos de 0,48%.

Na economia norte-americana, o índice de confiança do consumidor ficou acima do esperado em dezembro. A pauta de indicadores também mostrou que tanto os estoques das empresas do país quanto o volume de vendas no mercado varejista registraram um número maior do que o previsto pelos analistas.

Ainda na principal economia do mundo, ganhou repercussão positiva anúncio da Moody’s. Após afirmar na última terça-feira que iria revisar a classificação da dívida soberana dos Estados Unidos e do Reino Unido, a agência avaliadora de risco disse nesta sessão que os ratings desses países não correm risco de serem rebaixados, por ora ao menos.

Do ocidente para o oriente, repercute no último pregão da semana os dados da produção industrial chinesa, que cresceu expressivos 19,2% em novembro frente ao mesmo mês de 2008, acima dos 18% esperados pelo mercado. As vendas do varejo também avançaram forte: 15,8%.

Destaques de alta
Liderando os ganhos no Ibovespa, as ações da Embraer (EMBR3) decolam forte nesta sessão ao registrarem valorização de 8,54%, refletindo a aprovação do BNDES (Banco Nacional de Desenvolvimento Econômico e Social) de um financiamento de US$ 640 milhões para a Aerolíneas Argentinas. A companhia argentina destinará os recursos para cobrir 85% da soma que desembolsará para a compra de 20 aviões da fabricante de aeronaves brasileira.

Logo atrás da Embraer estão os papéis da Brasil Foods (BRFS3). As ações sobem 4,31%, após o HSBC elevar suas estimativas de valorização para a companhia. Segundo o banco, a maior processadora de aves da América Latina deverá reduzir suas despesas com a aquisição da Sadia.

Aquisições
A esfera doméstica também traz diversos eventos acerca de processos de aquisições. É o caso da Vivendi, que ampliou, mais uma vez, sua participação no capital da GVT (GVTT3). A gigante de telecomunicações arrematou mais 5% dos ativos representantes da empresa. Sua fatia na empresa, que era de 38,1% em novembro deste ano e depois passou para 59,4% no começo deste mês, pula para 72,1%. Os papéis da GVT sobem 0,16%.

Já a Positivo (POSI3) negou rumores de que teria recebido qualquer proposta de venda de ações de seu capital para uma empresa estrangeira. As especulações trouxeram uma disparada de mais de 7% aos papéis da companhia no pregão passado. Já nesta sexta-feira, as ações recuam 1,37%.

A Multiplan (MULT3) anunciou na noite passada a incorporação de suas controladas Solução Imobiliária, Indústrias Luna e JPL Empreendimentos. A proposta ainda está sujeita ao aval de seus acionistas, com assembléia agendada para 28 de dezembro. Após operarem em alta durante a manhã, os papéis da rede de shopping center caem 0,39%.

Por sua vez, a Invest Tur (IVTT3) comunicou ao mercado nesta manhã a compra de mais de 50% das unidades imobiliárias de hotel em Salvador, atualmente arrendado pela Blue Tree. As ações não tem negócios registrados no pregão desta sexta.

Carne
As varejistas especializadas no comércio de carne também ganham a atenção dos investidores. A JBS (JBSS3) comunicou que a corte de falência norte-americana aprovou seu plano de reorganização da recém adquirida Pilgrim’s Pride, caso seja necessário um processo de recuperação judicial da empresa. As ações da companhia brasileira sobem 2,67% no pregão.

Já a Marfrig (MRFG3) afirmou o contrato de financiamento junto ao Bradesco, no valor de US$ 300 milhões, com o intuito de melhorar o seu perfil de endividamento. A companhia também anunciou que a Moody’s reiterou o rating “B1″ na escala global e elevou a perspectiva para nota de “negativa” para “estável”. Seus papéis recuam 1,85%.

Ofertas
A M. Dias Branco (MDIA3) entrou com pedido de oferta pública secundária de ações ordinárias na Anbima (Associação Brasileira das Entidades dos Mercados Financeiro e de Capitais). A empresa estima que o montante captado com a operação deva ser de R$ 600 milhões. Os ativos da varejista de biscoitos despencam 5,75%.

Por fim, o calendário de ofertas traz novos eventos. Começa nesta sexta-feira o prazo de reserva a investidores de varejo dos papéis do IPO (Initial Public Offering) da IMC (International Meal Company), empresa controladora das redes Viena e Frango Assado. O prazo estende-se até o próximo dia 16 de dezembro.

I thank the anonymous reader who sent his comment on my post The Magic of Reaction.

The letter-writer says, “but the other girl beside him is looking at the same direction.  You should not say things if you were not even there. It may not be what it looks like.”

Good point.  It’s so good I’m constrained to amplify my thoughts on the subject I discussed in that article.Before you read my response, please read the original article, so you will understand what I’m talking about here.

Go head over to The Magic of Reaction and come back here to read the rest of this post.

Hi, thanks for your comment.

“You should not say things if you were not even there” is a good folk advice. Unfortunately, most audiences don’t follow it.

Trust me on this. I’m such an untrustworthy person even I don’t trust myself, but trust me on this. Even if 99 percent of the audience is on their seats and don’t exactly see with their own eyes the things the magician shows the volunteer onstage, they still see vicariously, psychologically, deductively or even psychically what the volunteer sees (or think he sees) by reading his reactions, facial expressions and overall physical demeanor.

Then the audience forms an opinion of what’s going on the stage based on these physiological reactions.

They “see and then form conclusions about things even if they were not there” onstage in contradiction to the sage advice you offered. That’s what audiences are made of.  They read people’s reactions onstage and form opinions, rightly or wrongly. The wise performer must employ the principle of reaction (which, henceforth, I call “The Leodini Reaction Principle” because nobody seems to have discovered it yet) and make the reactions work in his favor.

The fact that you notice “the other girl beside him is looking at the same direction” and conclude that “it may not be what it looks like” proves my point.  “The other girl” has a different reaction from the boy.  In fact, I think she lacks any reactions at all.  Still by watching “the other girl,” you concluded “it may not be what it looks like”.

But how would you know that? You were not there, too (unless, of course, you’re one of the persons in the photograph). If you were not there, how do you know “it may not be what it looks like”?

Because, like most normal human beings, you look at people and form opinions based on what you glean from their facial expressions.

Is this sophistry? Am I argumentative here?  Am I belaboring my point? All of the above?

I’m sorry if I’m confusing you instead of enlightening you.  My motto is “Eschew Obfuscation”.  But I have a talent for muddling issues.

The truth is, no one can tell what really is on the reflection. Who cares what it is?  This is a lesson for magic performers.  This is not a court of law where one must tell the truth, the whole truth and nothing but the truth.  Reality is not important.  It is the illusion created through some diabolical dodges that matters for us magic performers. In the picture, the reality could be that of a mouse running around on the floor. But if the magician can make the guy react with a naughty sparkle in his eyes, then the audience will not see the reality of a mouse but the illusion of an underwear. If he has created that effect, then the magician is said to have done his job as a conjurer.

In Koran’s Medallion, the performer shows the volunteer the predicted number “inscribed” on the medallion.  She reads it off (eyes wide, voice trembling with excitement), and the audience goes wild.  How could the number be engraved on the medallion prior to its being chosen randomly? That’s impossible.

Of course, that’s impossible.  It couldn’t be done.  That’s why the magician/mentalist has to manipulate the situation, including the volunteer, so as to convey the illusion that the numbers were etched on the medallion, instead of just written on it with a marking pen.

David Blaine did something ingenious on his street magic TV series.  He emphasizes not only the tricks but also people’s reactions to his tricks.  He makes a big ado over how people scream, laugh, and go wild after seeing his performances. He turns simple card tricks into spectacular demonstrations of magic power.

Take special attention to the way he performs the Balducci levitation.  The camera records the over-the-top reactions of people.  They laugh, they shout, they scream, the run away—and they say something incredible.  “He floated this high,” gesturing with their hands a three-foot high elevation.

The TV viewing lay public was not there when Blaine floated.  But because of the reactions of the people on TV who swear that he floated by three-feet up in the air, they believed he levitated that high. If you were there, though, you would have seen he only lifted a few inches off the ground.

Going back to the picture, I’d like to invite you to look at it in the context of a magic performance.  It is not what is actually on the reflection that is important, rather it is what you interpret from the reactions of the people on the picture that makes you see things in your mind.  What is reality and what is on your mind could be two different things.  An excellent magic performer makes sure you see what he wants you to see—even if if it’s not reality.

Stay magical,
Leodini

www.leodini.com

Since the invention of TiVo, advertisers have struggled with getting people to watch commercials on TV.  We all know that the best created commercials come during the Superbowl, and it’s safe to assume that those commercials will be watched because . . . who tapes the Superbowl?  That is something you watch live, so we have to endure the commercials.  Thankfully, the cost for placing those commercials during the Superbowl breaks are so astronomically priced that we can expect to actually be entertained.  But for normal TV watching, so many of us just record the show and then watch it later just so we can skip the commercials using our TiVo.  I have to admit, I am guilty of that very thing.  Although being so interested in marketing and advertising, I do tend to intentionally watch commercials, even when the show has been recorded.  I even go so far as to watch a good commercial several times on YouTube.

Just last week my husband and I were watching one of our favorite shows, Bones.  It’s about this lady scientist who specializes in bones (hence the name), and she and her team of scientists are often called in to help Booth, a FBI agent to solve the most difficult crimes with the most hideous crime scenes and victims.  Last week, the show was about a famous gamer who held the world record for playing a perfect game of “Punky Pong”.  We know that it’s a knockoff of Donkey Kong, as it’s a typical TV ploy. 

Anyway, we’re zipping through the commercials because it’s late and we’re both tired.  Of course, my husband controls the remote (or “scepter”, as he puts it), and somewhere in the middle of the show hits the fast forward button once, then twice and . . . BAM, the show’s back on.  Of course he zipped right over it and was immediately back into commercials.  We were both a little confused, so he rewound and let the commercials play through.  After one, maybe two commercials, Bones and one of her colleagues is back on the screen talking about the video game, Punky Pong.  So we’re thinking the show is back on.  But the outtake lasts less than 30 seconds, and a banner comes across the bottom of the screen with Fox’s website to Punky Pong so you can play the game yourself.  As quick as it was on, it was off and back into commercial again.  I asked my husband to rewind again, and we watched it again. 

How ingenious.  You’re zipping along, thinking your passing through the commercials, when all of the sudden the characters are back on the screen.  But it’s not the show, it’s a commercial.  Of course you’re zipping so fast, you think it is the show so you stop and watch it.  Very subtle, yet very effective.  It worked for us, and I wonder how many other viewers were tricked into watching the Punky Pong video game commercial.  They probably didn’t even know it was a commercial.  Of course, being a marketing guru, I perked up and explained the whole strategy to my husband.  What did he do?  Pointed the remote at me and hit the mute button, then continued watching the rest of the show. 

What an awesome example of Integrated Marketing Communications again.  The use of the TV commercial to drive traffic to a website to play a video game online to continue the promotion of the show Bones and increase repeat visits to the website and the show.  Great IMC . . . and a little sneaky, too.

I was recently given the opportunity to represent my college (www.algonquincollege.com) at the Ontario Colleges Marketing Competition (http://www.mohawkcollege.ca/Schools/Business/OCMC09.html). This competition brings 12 colleges from across Ontario together to compete in a case based competition. There were 10 events, and mine was Integrated Marketing Communications (IMC).

The rules of the competition state that no team will know what the case is about. A random draw was made to determine the order. Teams were brought to a room that had a laptop, two copies of a two page IMC case, and a usb key. You had one hour to create a ten slide ppt presentation on you solution. After that hour was up you were brought into an elevator (no talking allowed), up to a board room and brought before a panel of 5 industry leaders and make a 15 minute presentation to them about your IMC recommendations. After the 15 minutes is up there is a 5 minute Q&A. Out the door and you wait until the gala dinner when the results are announced. Pretty intense.

The case was based on www.Coppley.com and the issue was related to an aging demographic and how to boost awareness and demand for the product in a younger more professional-stylish consumer.

We came up with a campaign that centered around the idea “Coppely: Lifestyle of Luxury”. Different imagery in the traditional elements would include men by exotic cars, getting onto planes, walking tall down a business district… that kinda thing. But to go street level to get the attention of the new target market we propose the set up  of the “Live Luxury” booths in the three major urban centers of Montreal, Toronto, and Vancouver. This event would include live models, sales associates, social media live feeds, sales promotions. A second wave of “Live Luxury” would occur at the retail locations, using their window displays to show the live models. Engaging staff, really putting focus on the superior customer service and feature benefits of a truly tailored suit and the feeling of experiencing your first tailored suit.

Our solution was selected the best by all five of the judges, with an average score almost 8% higher than the second place team. It was one of my highlights, the feeling of recognition amongst your peers and the top students from around Ontario.

A further development that boosts my ego (as if it needed more… pfff), as I came online to write this I went to the website (www.coppley.com) to make sure the address was right. To my surprise, the front page of the website happens to have the same imagery and even uses the words “luxury” and “experience”. I can see this as being a coincidence and a complete hit in terms of doing what the company would want, OR they heard about our recommendations and solutions (their head office and manufacturing is in Hamilton where the competition was). EITHER way, I’m pumped that our recommendation was used.

Magicians in the Philippines, as anywhere else in the world, have their own sets of principles to guide them in how to observe upright and ethical conduct in their lives.

However, in real life, the world is not rendered in black and white.  There are grays and hues and silvers in between, lots of them. They make it difficult for even the most powerful magician in the Philippines to distinguish right from wrong, good from bad, beautiful from ugly.

Today, for the purpose of testing your brain power and scruples, let me paint a hypothetical scenario.

Suppose in one magic magazine, you see the ad of a new prop that promises to perform miracles. Let’s say it’s a floating effect. The ad claims you can perform it “without being attached to anything else…” (an exaggeration, of course).  Or the copy may say, “no magnets, mirrors, electronic devices, etc…” and leaves out the detail that it uses IT (a copy-writing technique called non full disclosure). The ad copy is very compelling. Since you are looking for a floating effect that doesn’t use an IT, you order the prop.

When the product arrives, you find that while the ad was accurate in most part, it left out an essential detail that, had it been fully disclosed, would have discouraged you from buying the item. The upshot: you find the product less than desirable.

What is the buyer’s recourse in this case? Can he complain to the dealer for publishing a misleading/exaggerated/half-truthful ad?

Can he publish a review exposing the trick itself? If no, why not? He has been hoodwinked into buying a product he would find no use of. Why can’t he warn his brother magicians from buying this product by exposing its secret?

I’ll leave this poser for you to ponder upon.

Stay magical,

Leodini

www.leodini.com

InfoMoney:

A empresa que emergirá da fusão entre Casas Bahia, Ponto Frio e Extra Eletro, do Grupo Pão de Açúcar, será temporariamente batizada de Nova Casas Bahia, e já nasce com valor econômico de R$ 10 bilhões e faturamento anual de R$ 18,1 bilhões.

O processo de due diligence da varejista dos Klein será iniciado imediatamente, com a transferência dos ativos à nova empresa.

A notícia é um dos principais destaques nos jornais e cadernos de economia desta segunda-feira (7). Veja também as demais manchetes referentes a economia e finanças que são ou poderão ser assunto no mercado:

O Estado de S. Paulo
B6 – BB terá que aumentar capital em 2010;
B10 – Reforço do BNDES custa até R$ 14 bilhões ao Tesouro;
B11 – Paralisado, Mercosul faz 38º cúpula;
B13 – BNDES muda tática para estimular fusões na indústria farmacêutica.

Folha de S. Paulo
Dinheiro – Dinheiro em caixa: Pão de Açúcar anuncia emissão de até R$ 500 mi;
Dinheiro – Lula deve vetar perda de receita com pré-sal;
Dinheiro – Fundo soberano do Kuait vende fatia no Citi por US$ 4,1 bi;
Dinheiro – Pessoa física pode comprar papéis do BNDES até quinta;
Dinheiro – Apetite por riscos aumenta entre bancos;
Dinheiro – Hypermarcas paga R$ 1,3 bi por laboratório.

O Globo
Economia – Cade já estuda restrições à compra das Casas Bahia pelo Pão de Açucar.

Jornal do Brasil
Economia – Reservas do Japão sobem para US$ 1,07 tri.

Valor Econômico
A3 – Com megaprojetos, NE ganha peso no BNDES;
B1 – Pão de Açúcar “tranca” o Sudeste;
B4 – Processo de “due deligence” na Casas Bahia começa agora;
B5 – Bradesco renegocia com Diniz a partir desta semana;
C10 – Petros eleva participação em renda variável;
D4 – Advent quer levar IMC à bolsa ainda em 2009.

How to combat health hazards in performing magic ?

Several years ago, I heard of the news about David Copperfield collapsing from exhaustion in one of his shows.

Years earlier, Houdini died from untreated appendicitis.

In the Philippines, my contemporaries in magic are now complaining of high blood pressure, diabetes, ulcers and many other illnesses.

I wonder how hazardous can magic be to the performer’s health. In the corporate world, where I spent more than 20 years of my life, the company doctors said the leading health hazards are the pressures of work and deadlines.

To my mind, the pressures of work overload and deadline closing in on an employee are nothing compared to the tension-filled, jittery moments at every performance.

What are you guys doing —in terms of exercise and healthy-living regimen—to combat or negate the wear and tear to our body and mind caused by the pressures/jitters of performing?

Like in any other profession, the prescription would not be vastly different for magicians in the Philippines.  Follow a proper diet, take regular exercise and forswear tobacco, drug and alcohol.

Bland and uninteresting, this prescription has nothing magical in it.  It requires a lot of self-discipline. Many magicians, including me, may not be so keen on following it.

Stay magical,

Leodini

www.leodini.com

This is my first real blog, and (although I was slow to start) I’m beginning to like it.  It’s kind of fun, and refreshing that I can just be open and honest.  I don’t have a lot of visitors yet, but who knows?  It may grow in time.  I have a lot of courses to go through to finish my Masters degree in Integrated Marketing Communications, and I think I will keep this blog going to talk about all the cool things I’m learning.  It’s nice to share the information.  Hopefully it will help someone somewhere along the line.

For now, I’m enjoying the Emerging Media class I’m taking.  We’ve discussed some cool things like social media, unofficial company blogs, blogs in general, mobile media, short films and internet marketing to children just to name a few.  It’s very interesting.

Over the course of the semester, I have to keep up this blog.  It has been a struggle at first, but I’m coming along.  I’m also reading other peoples’ blogs to get ideas as to content and verbage.  They also give me ideas to blog about.  It’s amazing how much you learn from reading other peoples’ blogs.  Some people have some great ideas, thoughts and insights.  I feel privileged to be a part of their musings.  A couple of things I’ve learned so far is

• to keep it human, almost journal-like.  I thought it would be boring to read some else’s journal, but it’s really quite interesting. 
• I think it’s also important to make a blog look good.  But part of that is because I am a creative, and I like to make things look pretty.  Add pictures, videos and more.
• Keep a theme throughout the blog.  Although I may jump from one type of marketing to another, it’s still marketing.  Now if I do a post on the mating habits of the Blue Footed Boobies from the Galapagos Island, I may be getting a little off course.
• Keep it funny . . . add humor . . . make people laugh and keep them interested.  I’m still working on this, and I think it will come in time. (Did that last bullet point help?)
• Make it interactive.  For example, please participate in my Poll . . .

That’s just a few tips.  You should give blogging a try.  There are lots of ways you can share you blog.  Maybe I’ll make that my next post.  Yea, I think I will do that tomorrow. 

Note to self:  Blog post on 12/4 about blog promotion.

Being new at this myself, I may need your help on this next post.  Check back in a day or two, and plan to share how you promote and drive traffic to your blog.  I hope to see you again soon.

One of the most enduring lessons I learned from Henry Hay’s The Amateur Magician’s Handbook is the lesson of not being a pest with one’s magic.  He says, in essence, “perform magic only when requested…”

In other words, don’t volunteer to perform.  Don’t chase people around to show them card tricks. Or buttonhole strangers on the street to show them your one-man levitation.

Magic tricks at the wrong time, when people are not in the mood for watching, or when they are not inclined to be entertained, can only build resentment. Magicians gain no respect forcing magic on people unwilling to watch. Doing so demeans the art.

But how can a beginning magician learn to perform if he does not perform?

Well, there is a way out of this quandary. In his now classic book Magic and Showmanship, Henning Nhelms offers a solution.  For example, instead of pulling a deck of cards to show friends some card magic at a party, join the conversation, as most normal party-goers do.  Then slowly steer the subject to how a person could easily transmit visual thoughts as opposed to  abstract mental messages.  Offer to demonstrate what you mean.  Pull out the deck of cards and proceed with a mind-reading effect using playing cards.

Sometimes, you don’t even have to get to the point of  pulling out your deck of cards.  If you have steered the conversation well, the exchange of ideas with your friends and the ensuing discussions could be enough entertainment for the night.

The admonition against volunteering magic performances to strangers is a wise advice.  But David Blaine blunted this sage counsel.  After his widely popular street magic series on international TV, kids all over the Philippines and every corner of the globe descended on the streets, stopped people, gathered crowds and inflicted their magic on not so-willing-to-watch passersby.

I think this type of magic performance,  if done in a relentless, methodical way, cheapens the art. While they may not take away jobs from the professionals, these free street performances can actually depress the pay scale of the industry.  Why would people pay for magic when they can have if for free even without asking for it?

Of course, I can’t blame these young kids on the streets hawking their magic performances for free. They have impressionable minds. If David Blaine does magic on TV for free, then why can’t they?

The answer is that David Blaine is not doing street magic for free.  He is doing it for the dollars.  Millions of them. In each country his TV series broadcast.  That means he makes piles of money in practically all corners of the world, including in the Philippines.

If one really wants to perform on the streets, at least make some bucks out of it.  Try busking.  It is actually a perform-then-pass-the-hat deal.  You can get lots of practice doing it.  You can also earn a bunch, if you are a good audience charmer, because no one is practically busking in the Philippines.  You have no competition.  But don’t quote me on that.

A caveat, though.  The streets of Manila, or anywhere in the Philippines, are dangerous.  If you want to go this way, ask for a city hall permit to work on the streets.

I have no idea how to start a busking profession.  But if I see you working on the streets, I’ll drop something ample into your hat.  That’s the deal.  Just avoid working for free.

Stay magical,

Leodini

www.leodini.com

As chairman and CEO of The Martin Agency, a world-class advertising agency located in Richmond, Virginia, John Adams should have some idea how the business works. However, he might have fallen off of his rocker.

During a recent lecture, Adams said the integrated marketing communications model is dead. No longer should we assemble the many departments of an organization—sales, public relations, advertising, marketing—to determine how they can work together to communicate an idea. He says that won’t work because “competing interests from various departments can cause infighting, the lack of representation from some disciplines doesn’t serve clients well, and strategic ideas don’t always work across platforms.”

Before we look at Mr. Adam’s alternative to IMC, lets look at his problems with it. First, two of the illustrated problems are organizational. Competing interests that lead to infighting are not so much a problem with IMC as an internal agency issue. If you can’t get your sales staff to get behind a brand awareness campaign, for example, you need to teach your sales staff the value different departments bring to the table. A lack of representation also appears to be an internal planning problem. Is your public relations representative not contributing? Is the ad department under staffed? What is leading to departmental representation? That is not an illness; it is a symptom.

Second, Adams says, “strategic ideas don’t always work across platforms.” While this is true in some instances, I don’t think it’s a reason to abandon the principles of IMC. Maybe your pitch does not have a PR angle. Sure, the PR department still has to come up with something, but should they waste their time—and the time of others—developing a pitch where one does not really exist. I guess that’s a discussion for another post. I understand, and completely agree, that some ideas do not apply to each marketing platform. Not all of my kids are good at math, but I’m not going to kick the entire family to the curb.

What Adams proposes is a “unified approach.” The example he gives is how The Martin Agency recently brought its designers and producers together into one department rather than having them separated into different accounts. He adds that the “very nature of storytelling has changed” and that advertisers can no longer get by with only designing an image and not show the benefits to the consumer, that they have to start a conversation with consumers. He expects advertisers to create a multi-layered storyline that develops over time. Naturally, he used the GEICO commercials (created by his own agency) as an example. “Marketing is about telling the stories of products and services,” says Adams.

I am perplexed why Adams thinks successful marketers have stopped telling stories and how anyone can successfully market products and services without extolling their benefits to consumers. Why, also, would moving away from integrated marketing communications improve an agencies ability to tell complex stories? John Adams has decades more experience than I do, so I should not pretend to know more about the industry than he does. But, I will.

Adam’s “unified approach” sounds a lot like traditional brainstorming. Also, storytelling has changed for advertisers, but only because the audience has become both a part of the story and one of the storytellers. Free flowing information between producers and consumers through new media like Twitter, blogs, apps, text messages, and video opens the doors to creative agencies like The Martin Agency. I think the core of IMC—integration—will allow marketers to fully execute complex campaigns that may or may not involve cavemen and geckos.

So is John Adams crazy? Should the marketing industry abandon IMC? The answer to both is no. What the future holds is a new IMC paradigm—an evolved IMC—that will better tell better stories through new media to the benefit of producers and consumers alike.

Notice the guy in the picture.  He is looking at the reflection on the floor.  We don’t exactly see what he sees, but we have a pretty good idea what it is.

How?

By the naughty smile on his face.  His reaction gives him away.

I’m mentioning this today to you magicians in the Philippines, because not everything that happens on stage needs to be seen first-hand by the entire audience.  It is not practical to do so.  It is time-consuming.  Above all, it is unnecessary.

If you bring one person on stage to examine a box, for example, you can make the entire audience believe that the box is empty by how well that one person reacts to what you show him.

Don’t blow your chance to amaze the audience by mishandling a volunteer on the stage.  If you want to prove the box is ungimmicked, make him declare, in clear and unequivocal manner, that the box is empty.  He can do this by words, by facial expressions, or by the glow of his eyes.

Don’t allow him to be unresponsive.  If he is as numb as a cadaver and slow to react, egg him with words like, “Does the box have a whole big enough for a person to pass through?”  If he mumbles a reply, command him, “Say it loud!”

Next time you bring one person on stage to inspect a prop, make sure he reacts appropriately.  If he does not play his role well, remember the picture above.  Be the girl who is reflecting an interesting image.  Make the volunteer react.  It is your duty to ensure that he gives out the appropriate reaction, otherwise you will lose the audience in the shuffle.

Stay magical,

Leodini

www.leodini.com