Just Asking | Adweek
Advertisement

Just Asking

Advertisement

It's all an all-nighter. We go from work at 3 [a.m.] to Shelter [club in New York]. Going to Shelter is a break, then we'll go back to work and tidy [the work] up. Then it's safe to take a nap. We don't sleep, we take naps.



[It was a] new commercial product launch for 7Up Plus. Four spots with celebrities. All night is spent juggling negotiations with agents and managers on both coasts in between meetings with creative and production teams. Sunrise sees Cynthia Nixon, Kristin Davis, Regis Philbin and Kelly Ripa locked in. In our first 10 years, we averaged two to three all-nighters a month. We tried to make them fun by scheduling in dinner at one of the fancy restaurants here in Newport. Now well into our second decade, we plan better, work more efficiently and just say no. But sometimes, you've got to do what you have got to do—the last all-nighter was six months ago for a tight deadline for a new account.

Marketing medical technologies means FDA approval can rule our lives. On the eve of the release of Boston Scientific's TAXUS Express 2 stent, we had to respond to last-minute FDA approval that affected everything from 200-page sales manuals to ad copy. We'd worked on this launch for over six months, and one more night was all we had to make it a success. So that's what we did. The last time I pulled an all-nighter was in October. That night was a special night. The Yankees played the Red Sox, and we had to present a four-spot package to a client the next morning. Fun.