In the art of the sound byte- anyone can be made to look like an idiot- I’ve had it happen to me, which is why we consider PR an integral part of the complete approach to marketing, advertising and especially on the Internet.

Before today- Bruce Bildsten was just a copy god in my book. He was one of the stars that came up with the great ideas for BMW Films (note- idiots at BMW took it down) while at Fallon. Fallon has always been one of my favorite big agencies that still acts like they are small.

Then Bildsten went out on his own- and sent some PR out claiming to be launching the next big thing in the advertising world- but, don’t call it an ad agency. It appeared on Ernie Schenck’s blog- which I enjoy greatly. Unfortunately, while Bruce may believe he’s the bomb, and his new agency, Brew, a Creative Collaborative, will be the shizzel, he forgot to make himself accessible.

You can read more on Ernies Blog on this link.

You can see my comments there- and read the previous post on this site here:

But- you can also Google Bruce and find this article he wrote for Fast Company- where, in his first line- he makes a PR faux pas- claiming to be a ski bum.

Which brings me to the point I want to make: What you say in print- is now forever findable in search. Does Bruce, newly minted “non-agency” owner, really want to be a ski bum now- or admit that he is in business?

And although it’s not entirely applicable, this post about conducting interviews via e-mail, and posting them on your site- with your spin, before someone else allows them to be pureed at will, might start to make more sense.

Needless to say- I wish Bruce all the luck in his new business, however, If I’m a mega-brand looking for you- I’d rather find your site at the top of Google, than something you wrote years ago where you don’t admit to being in business.

Maybe it’s time to give up skiing and start managing your brand. We’d be glad to help.

Bruce Bildsten: A Creative Approach to Communication Clutter

Bruce Bildsten works as a creative director for Fallon. Because of his work on BMW Films, Bildsten was named to Adweek’s All-Star Creative Team.

I kind of joke that I never read business magazines. I don’t like to admit that I’m in business. I like to pretend that I’m still a ski bum.

The Next Wave is in business- for business, as an ad agency. We eat, sleep and breathe advertising. We will make you a lot more money than you pay us. That’s our promise. Our corporate mission statement isn’t about being new, bigger, better, hipper, cooler-

it’s this: Create lust, evoke trust.

We hope by reading about us, our work and our ideas, you get it.

Feel free to inquire about changing the world.