The Denny’s Madagascar work was a part of a larger marketing campaign to promote the movie.  It provided me with a  unique opportunity to see into the media planning process, and assure that said media planning matched the technology and would resonate with the intended audience.

Hire the Best

---

David Moscovic’s talent is that of a deep generalist.  Much like myself, he’s been involved in every aspect of the branding and marketing business, and he just gets it.  So it was no surprise to me to hear that Publicis, the nation’s best media planning organization, had chosen him for this and a series of other projects.

Sometimes The Best Creativity Comes in a Box

---

The challenge in projects like this isn’t to run off and ‘be creative’.  The creative goal is well documented in quantitative and qualitative ‘impressions’ for both Denny’s and the movie Madagascar.

Success Means Meeting and Exceeding Goals

---

Through thorough review of business requirements, movie style guides and Publicis blueprints, the multimedia work prepared for Denny’s websites met and exceeded its goals.  This didn’t come at the price of creativity.  It came as a result of recognizing the importance of researching and implementing the very things one was hired for.  I didn’t feel slighted that I couldn’t ‘design’ the work.  I was provided with an exquisitely crafted style guide in regards to movie layouts, tone and style.  This was an opportunity to simply explore another part of the communications and branding vertical.

Surround Yourself with People with Passion

---

I’ve never been one to brag about my own work.  My father was a staunch puritan in this regard, and believed that one’s good work should simply speak for itself.  That’s why my portfolio is in a constant state of disarray.  It hurts to update it.  But I’m not afraid to admit that my own network is well worth praising.  David’s commitment to quality has always gone beyond the paycheck.  I’ve literally seen him lose money on projects because he simply couldn’t stop working on something until he thought it was perfect.  I continue to be proud to associate myself with that kind of commitment to quality, although both of us have learned over the years that the best way to curtail that obsession is to properly document success metrics at the onset of a project.