Video Transcript

00:00 Cal McAllister: I'm sure there is no way that I can make this as entertaining as some of the things that you saw last night, but I will do everything I can to make it relevant because you did manage to get up and get here. I'm impressed. I'm impressed that I'm here too. Wexley School for girls, so not a school for girls. We try to be an innovative advertising company, so if by chance, you are in the wrong conference and thought you were gonna see a hot headmaster, or sometimes people think we also do porn, which we don't...

00:30 McAllister: I won't be offended if you sneak out, but I do want to say thanks for coming again. I'm sure there is no way that I can make this as entertaining as some of the things that you saw last night, but I will do everything I can to make it relevant because you did manage to get up and get here. I'm impressed. I'm impressed that I'm here too. And I think we're going to talk about some interesting things today that will be relevant for your business as we talk a little bit about how ours started.

00:55 McAllister: In 2003, as you heard, we started a business. My business partner, Ian Cohen, who was supposed to be here today. But he couldn't make it. The weather just got a little bit unpredictable and we lost our production today so he couldn't make it, but we talked about, from the very beginning of our business... He was at a place called Wieden and Kennedy down in Portland, I was at a place called Publicis in Seattle, and we stayed... We met at an advertising school and stayed friends. Consistently we would be... At these bigger agencies we would get creative briefs that said we need to do a three-spot television campaign and here's your brief.

01:36 McAllister: And we would talk, and even though we were at different companies, we'd come back in a couple of days. And we would say, "That's a great idea. We could do some really interesting TV that's gonna be fun, but what if we did something a little bit different? What if we decided to paint a bunch of hot air balloons? And what if we decided to maybe have a race of some sort?" And consistently our agencies would say, "Wow. That is some really interesting thinking. I like where you guys are coming from. What I need you to do is your jobs."

02:03 McAllister: "And your job's to come up with TV campaigns," So, and it seems that we get pegged as the guys who don't want to do traditional media, and you might think that as this is put on by a magazines, this will be the last time that I ever speak publicly. But we tend to state that the blend of media is actually what's gonna make companies the most successful that they can possible be. And it's very easy to start an advertising agency, probably even easier than the companies that you guys have started. All you really need is a little bit of idea, a couple of laptops, and lies with jobs. So we went out and got those.

02:40 McAllister: And we started with one of our very first clients, Yakima Roof Racks. Yakima was a company that had been sold three or four times. They lost the faith of their consumer market. And even as with... As you've... I'm sure you've seen in your businesses, probably their best salesperson is someone that they can't hire, it's the person in the shop when somebody is buying a $500 roof rack, a $500 anything. Especially nowadays people will ask the salesperson, "What would you do? What do you think?" And as they lost the faith of the shopkeepers, they had to somehow earn that back. So we asked them to not redo their website, but instead give us just about $40,000 and we're gonna host a film festival.

03:32 McAllister: The idea of the film festival was: Use a Yakima roof rack somewhere in your film that would show the shopkeepers and the repair guys that Yakima gets it, that they understand what they're going through, to show that the company hadn't really lost their way, and they still had a sense of humor. And then one of the best ways to have a successful film festival that you create film for is to not let anybody else enter films. So we took the three films that we made and we put them in the back of their general consumer catalog and it worked with the shopkeepers, and Yakima had a terrific year after that and we've continued to work with those guys. So this is, these are our sales today.

04:10 McAllister: Wexley was truly made famous by Inc. Magazine a couple of years ago. This is our interior. What we try and do, not only for our clients but for ourselves, you won't see any small desks or plaid skirts. We try and use every opportunity to create a different brand impression. So this is our work space. It's where the northwest of chainsaw art, is a pretty big deal where we are. It's also ridiculously cheap. And every desk in the creative department is a playable hole on a golf course. Our office is decorated almost entirely by Craigslist and things that we found on Craigslist. Theres a 1973 Prowler that we use as a meeting room, and this next image is called the white room. We're not that creative. The piano we found on Craigslist and we built Plexiglass around it to create, to work as a conference table.