Andres Goyanes, our CMO here at Dream Factory, is known around the office for not-so-secretly hoping he might still become an astronaut or a rock star (we can all hope, can’t we?). Well, I think it’s safe to add another dream profession to Andres’ list: secret double agent. You see, a few weeks ago an email was sent from Andres’ computer which contained the following list:
The Moscow Rules: A field agent’s guide to staying alive.
Moscow Rule # 1: Assume nothing.
Moscow Rule # 2: Murphy is right.
Moscow Rule # 3: Never go against your gut; it is your operational antenna.
Moscow Rule # 4: Don’t look back; you are never completely alone.
Moscow Rule # 5: Everyone is potentially under opposition control.
Moscow Rule # 6: Go with the flow, blend in.
Moscow Rule # 7: Vary your pattern and stay within your cover.
Moscow Rule # 8: Any operation can be aborted. If it feels wrong, it is wrong.
Moscow Rule # 9: Maintain a natural pace.
Moscow Rule # 10: Lull them into a sense of complacency.
Moscow Rule # 11: Build in opportunity, but use it sparingly.
Moscow Rule # 12: Float like a butterfly, sting like a bee.
Moscow Rule # 13: Don’t harass the opposition.
Moscow Rule # 14: There is no limit to a human being’s ability to rationalize the truth.
Moscow Rule # 15: Technology will always let you down.
Moscow Rule # 16: Pick the time and place for action.
Moscow Rule # 17: Keep your options open.
Moscow Rule # 18: Once is an accident. Twice is coincidence. Three times is an enemy action.
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In honor of Andres’ desire to juggle his marketing career with his secret agent man aspirations, some of us in the office compiled our own list:
The Factory Rules: An advertiser’s guide to staying alive.
Factory Rule #1: Learn to read your client’s mind.
Factory Rule #2: Ogilvy is right.
Factory Rule #3: Never go against your research; it is the backbone of creativity.
Factory Rule #4: Make the logo bigger.
Factory Rule #5: Everyone is using some form of social media.
Factory Rule #6: Don’t go with the flow. Stand out as best as possible.
Factory Rule #7: Vary your media to stay ahead of the game, but don’t forget the message.
Factory Rule #8: Follow through and complete every objective.
Factory Rule #9: Make the deadline. Always.
Factory Rule #10: Inspire them into action. Complacency is not an option.
Factory Rule #11: Factor in the up-sell, but use it wisely.
Factory Rule #12: Be like a duck. Calm on top, but paddling like hell underneath.
Factory Rule #13: Don’t harass the public.
Factory Rule #14: Don’t lie. It’s wrong and you will get in trouble.
Factory Rule #15: Keep up with new technology.
Factory Rule #16: People, Product, Price, Place, Promotion and Performance.
Factory Rule #17: Keep your mind open.
Factory Rule #18a: Once is an accident. Twice is coincidence. Three times you’re fired.
Factory Rule #18b: Once is an accident. Twice is coincidence. Three times is profit.
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Best of luck to any future spies or advertisers out there. Follow these guidelines and you should be alright!
Contributed by Danielle Fleming, Kim Hopf and Matt Ruecker.
