Finding a New Advertising Agency Essay

It started with a pair of certified letters to MINI USA’s Woodcliff Lake headquarters in northern New Jersey in the summer of 2005. One of the letters was addressed to Jim McDowell, vice president and managing director of MINI USA, the U.S. division of BMW’s MINI automobile brand. The other letter was to Trudy Hardy, marketing manager for MINI USA and a direct report to McDowell. Both letters were from Scheid, Roberts, and Reicher (SRR),1 MINI’s advertising agency since 2001, and both arrived at their respective destinations at almost exactly the same time. From her desk, which was not in the immediate proximity of McDowell’s office, Hardy sat back in her chair and opened the letter without the knowledge that McDowell had just received a similar letter. Her thoughts and feelings as she broke the seal of the envelope and read the one-page letter partly confirmed previous suspicions but, nevertheless, included a sense of great disappointment and some hurt feelings. A rare event in the client-advertising agency relationship, SRR’s letter informed Hardy that they would resign the MINI account in order to pursue a larger account with a competing German automobile manufacturer. For Hardy, it was during the next few moments that the gravity of the event began to sink in. SRR had been the ad agency for MINI ever since the months leading up to the U.S. launch of the new MINI Cooper, which was the first new car launched by the MINI brand since its acquisition by BMW several years earlier. In a time when the duration of a client-advertising agency relationship typically lasted for just about two years, the collaboration with SRR had been in her mind a productive one for almost five years. And in the same way that she believed the relationship had been extremely valuable  to MINI, it was also hard for Hardy to believe that the same did not hold true for SRR as well. In 2001, the MINI account stood as one of the first major SRR client wins when it was a start-up agency with fewer than 50 employees. SRR had now grown to more than 300 employees, and the launch of the MINI Cooper was an unquestioned success. In some ways, MINI and SRR had grown up together. 1 Although this case is based on actual events, Scheid, Roberts, and Reicher (SRR) is a fictional name for MINI USA’s advertising agency from 2001 to 2005. For simplicity, hereinafter, MINI is used as opposed to MINI USA. 2 The BMW Group maintained a general rule that each BMW brand have its own advertising agency. For example, SRR could not work for BMW and MINI at the same time. ________________________________________________________________________________________________________________ Professor David Godes prepared this case with the assistance of Research Associate Peter Wickersham. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright  © 2007, 2008 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800-5457685, write Harvard Business School Publishing, Boston, MA 02163, or go to http://www.hbsp.harvard.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Harvard Business School. Hardy began to think of the task before her. In one sense, if she were the marketing manager for almost any other product, the selection of a new advertising agency might not have been such a critical task. But the MINI brand, in almost every respect, was unique—from the design of the car itself to the passionate owners of the car who, for example, often named their MINI Cooper as they would a pet or family member. MINI’s advertising since the launch of the Cooper had been highly unconventional, and although she had no immediate ideas of how to proceed in finding a new agency, Hardy knew that  the selection process would need to be just as unique. The BMW Group and MINI Mini History We went round the works, and I drove him at a hell of a speed—I’m sure he was terrified—but then he was so impressed by its road holding. We stopped outside his office. He got out of the car and he said, â€Å"Go ahead and make it.† — Alec Issigonis, head of design for the Morris Mini Minor (a.k.a, the Mini), conversation with Leonard Lord, chairman of British Motor Corporation (BMC), 19583 The twentieth century witnessed the creation of scores of automobiles, but it can be argued that only a handful of these cars transcended the others to become cultural icons. For some car enthusiasts, the short list of such cars might have included the likes of the Ford Model T or Volkswagen Beetle. For those living in the United Kingdom and Europe in the 40 years between 1959 and the end of the century, the Mini Minor and its descendants, including the original Mini Cooper, would almost certainly have been counted among them. The genesis for what was to become the Mini was attributed to Leonard Lord in response to the nationalization of the Suez Canal by Egypt in September 1956. Since it was thought this action might disrupt or restrict the shipment of oil from the Middle East, Lord commissioned Alec Issigonis to design a small car intended for those seeking frugal transport. The design requirements were few and simple: the ability to seat four people, use of a BMC engine, and an overall size smaller than that of current BMC cars. Issigonis formed a team of eight designers and engineers. In one of their first meetings together, Issigonis placed four wooden chairs on the workshop floor in two rows of two and asked four of his team members to sit in them. They then shuffled the chairs around on the floor until each could sit comfortably in a minimum of space. The rough dimensions were captured in chalk on the workshop floor; the passenger space required was to be at least 8 feet 9 inches long, Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org â€Å"Well, I guess they’re off to greener pastures,† he said in a matter-of-fact tone. After talking some more about the resignation, they soon turned their attention to finding a new partner. â€Å"Listen, I have total confidence in you to find our next agency,† McDowell assured Hardy. â€Å"It won’t be easy, but you know our brand better than anyone. The only catch is that we should probably have this nailed down before the end of the year, which means early December. Let’s talk more once you have an idea of where you’d like to take the search.† With those words, McDowell left Hardy’s office. In addition to its small size (and in some cases because of it), the design of the Mini contained several other notable innovations. It was one of the first front-wheel-drive cars, and its engine was mounted transversely so as not to contribute more than two feet to the overall length of the car. The wide spacing of the wheels allowed for more efficient passenger space, and thus more than 80% of the overall dimensions of the Mini were devoted to luggage and occupants. The design of the Mini also had some other unique consequences. First, the Mini’s simple layout made it easy for owners to modify the interior and exterior of the car; as a result, customization of the car became common. Second, its wide wheel spacing and low center of gravity made the Mini suitable for development of a racing variant of the car. An acquaintance of Issigonis, John Cooper, created the Mini Cooper in 1961 to be driven in rally races. The Mini Cooper was quite successful,  winning the prestigious Monte Carlo rally in 1964, 1965, and 1967. In all, around 150,000 Mini Coopers were produced. The mass-produced version of the Mini was a success in terms of unit sales. It also attracted a cult-like following. Each of the four Beatles owned a Mini as did Peter Sellers and many other famous British celebrities of the day. In 1995, the Mini was voted â€Å"Car of the Century† by readers of Autocar, a U.K. car magazine. BMW Acquires Mini Although the Mini was universally considered a success, the same could not be said for the succession of parent companies that owned the brand. In 1968, British Leyland was formed when BMC merged with the Leyland truck company. In 1975, British Leyland went bankrupt, and the company—with classic brands such as Jaguar, Rover, MG, Triumph, and Mini—was bought out by the British government. In 1988, the collection of surviving brands, now referred to as the Rover Group, was sold to British Aerospace, another nationalized company. Along the way, there were notable investments made in the Rover Group by other car manufacturers, including Honda of Japan, which owned approximately 25% of the company at one time. Yet, the greatest investment and perhaps the biggest surprise occurred in 1994 when BMW, the German luxury automaker with 1993 sales of $18 billion, acquired Rover and its brands, including Mini, for $1.2 billion. In the eyes of senior management at the BMW Auto Group (AG), the vision for the purchase of the Rover Group was to take the company into a new international era. Bernd Pischetsrieder, who was named chief executive officer of BMW AG in 1994, explained it this way: â€Å"The key to success is continuously changing your focus over the long term . . . in the ‘80s, we focused on enhancing the engineering process. The  key emphasis for the ‘90s is globalization of the entire business, including financing, product engineering, styling, designing, manufacturing, and sourcing.†4 Similarly, some industry analysts believed that BMW could not afford to compete solely at the luxury end of a maturing world car market. The acquisition of the Mini brand and the decision to develop the new MINI was seen as a solid strategy to offer less expensive cars without jeopardizing the integrity of the BMW brand.5 According to an analyst with Commerzbank, â€Å"By slightly modifying an existing brand, effectively ‘inserting’ a new vehicle into it, it avoids having to pay all the upfront costs associated 4 J. P. Donlon, â€Å"Honk if you are global (interview with BMW CEO Bernd Pischetsrieder),† Chief Executive, October 1, 1994. 5 BMW differentiated the new version of the Mini from the original by capitalizing all four letters when referring to the new model (i.e., MINI). 3 Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org  feet 2 inches wide, and 4 feet 4 inches high. Ultimately, once the engine and luggage space were added, the Mini was designed to be just 10 feet in length (Exhibit 1). MINI USA: Finding a New Advertising Agency (A)  with developing a new brand. The costs of brand building cannot be underestimated, as anyone at Daewoo would be quick to point out.†6 Not included in the deal to divest the Rover division, notably, was the MINI  brand as well as the manufacturing facility near Oxford, England. â€Å"We knew we had a winner there. Much to the chagrin of the British, we held onto it,† McDowell would say later. Educational material supplied by The Case Centre Copyright encoded A76HM-JUJ9K-PJMN9I Order reference F240566 Designing a New MINI The design and development of the new MINI in the mid-1990s was to some at BMW the embodiment of the larger struggle to integrate the cultures of Rover and BMW. Between 1994 and 1999, there existed two separate MINI design teams—one British and one German. The British-based Rover designers and engineers for much of that time envisioned a revolutionary design of the new MINI. One such MINI concept was unlike, the previous Mini in almost every way but was seen as a contemporary interpretation of Issigonis’ vision of building a small car with maximum passenger space (Exhibit 3). BMW’s designers took a more evolutionary approach in terms of design combined with BMW’s reputation for delivering high-performance, driver-oriented cars. On one night in 1998 at his home in Munich, Frank Stephenson, a BMW designer originally from the U.S., cast himself into the role of Issigonis, who was known for doodling designs of cars on the back of napkins. On a kitchen towel, Stephenson sketched a series of updated versions of the original Mini to reflect modern trends in design and new technology; see Exhibit 3 for a sample sketch.7 In the end, it was Stephenson’s design that would form the basis of the new MINI. The official launch of the MINI was held at the Paris auto show in 2000. During the show, senior BMW AG executives and Stephenson unveiled the new MINI to a rousing ovation. In explaining its design, Stephenson said, â€Å"The MINI Cooper is not a retro design car, but an evolution of the original. It has the genes and many of the characteristics of its predecessor, but is larger, more powerful, more muscular and more exciting than its predecessor.†8 Two production models were to be launched in the U.K. (its historical home) in July 2001: a base model called the MINI One and a more upscale MINI Cooper. A sportier MINI Cooper S was to be launched soon thereafter in the U.K., and both the MINI Cooper and MINI  Cooper S were scheduled for launch in the U.S. as well as other parts of the world in early 2002. Even though the first MINI Coopers were not scheduled to arrive until early 2002, work was well underway in 2000 to establish an organization to support  the launch of the MINI in the United States. MINI USA was established as a division of BMW of North America LLC and would share the same headquarters in Woodcliff Lake, New Jersey, as its parent organization. Jack Pitney was named general manager of MINI USA, a unique distinction for someone with a marketing background as opposed to automotive engineering, manufacturing, finance, or sales. Kerri Martin was appointed MINI’s marketing communications manager. Trudy Hardy was also recruited in 2001 as brand communications manager of MINI, reporting to Martin. The MINI USA headquarters organization was designed to be small (fewer than 25 employees), nimble, and highly creative. From the start, the credo of the organization appeared to be, â€Å"If another car company might take the same approach, MINI ought not.† Martin, for instance, was commonly called by the title â€Å"keeper of brand soul† instead of marketing manager. Work proceeded quickly. By the end of 2000, www.miniusa.com was live and already receiving hits. As with the MINI USA headquarters organization, the existing BMW infrastructure was utilized to create a network of U.S. MINI dealerships. Nevertheless, in a similar fashion, great lengths were taken to establish MINI as its own brand. Approximately 70 dealerships in 31 cities were renovated to add an exclusive MINI showroom under a separate marquee. In total, across all U.S. dealerships, first-year MINI sales objectives were expected to be 20,000 units, an amount Pitney viewed as aggressive but within reach. Base retail sticker prices for the MINI Cooper and MINI Cooper S models were set at about $18,000 and $21,000, respectively, including dealer shipment fees. Additionally, leveraging the history of customizations to the original Mini, each model carried an extensive list of optional equipment and exterior color schemes. For instance, the car roof alone could be painted at the factory with one of more than 10 color schemes, including a black-and-white checkerboard pattern as well as an image of either the Union Jack or American flag. Early expectations were that the MINI Cooper S would capture approximately 80% of sales due to its larger engine and better acceleration. Depending on the amount of optional equipment selected, the total price of a MINI Cooper S could exceed $25,000. Given its design and price range, plans were to position the MINI Cooper as a premium small car—something that MINI saw as a new market niche. This was especially true because the MINI Cooper was smaller and more expensive than some of the better-established compact cars made by Honda, Toyota, and Nissan. Initial MINI marketing materials and media reports from auto shows portrayed the MINI Cooper as a â€Å"fashionable accessory to an affluent, urban-hipster lifestyle.†9 However, early market research also indicated that the target market for the MINI was not limited to a specific demographic group or socioeconomic class but rather was more of a lifestyle choice or mind-set. For example, in surveys conducted before launch, potential MINI buyers in the U.S. described themselves as â€Å"young at heart† or â€Å"free spirited,† a finding that was consistent among both young as well as older age groups. Moreover, the potential MINI buyer appeared to be less concerned by the opinions of others and was independent minded. MINI and BMW AG drew a number of conclusions from this initial research. First, it was decided that further research should closely examine the psychographic factors associated with the purchase of a MINI, since the most fervent of potential MINI buyers seemed to have a common mind-set about the car, which was something that Pitney and others hoped to explore in greater detail. Second, the research confirmed to them that, unlike the original Mini, the new MINI should not be marketed as a car for the masses but instead to a particular segment of car buyers. Third, although it created 9 Suzanne Vranica, â€Å"Cool Mini Cooper Prepares for Relaunch,† The Wall Street Journal, February 14, 2001. Pitney and Martin thus recognized the importance of selecting an advertising agency with experience in nontraditional advertising such as promotional events, online advertising, and direct marketing. None of the large advertising agencies known for television advertising were invited to pitch the account, a decision that many industry observers viewed as bold and against the grain. DaimlerChrysler’s Chrysler Group unit, for example, had recently consolidated its $1.5 billion ad account at Omnicom Group. MINI also decided to base part of the compensation of the ad agency on the collective opinions of its dealers, something that was unique in advertising. Following a fourmonth review, SRR was selected as MINI’s agency of record. A separate firm, Circle.com, was selected to handle their online technology strategy and customer relationship management (CRM) duties. Although MINI would not disclose it publicly, the MINI account was valued at about $25 million per year in term s of total marketing spend, a relatively modest size for an automotive client. Let’s Motor: The U.S. Launch of the MINI The U.S. Launch Campaign (2001–2002) By July 2001, in the eyes of Pitney, Martin, Hardy, and the rest of the MINI team, both the marketing strategy and the creative focus of MINI’s U.S. launch (scheduled for March 2002) were taking shape. Moreover, they felt that the desire to do things differently at MINI had been taken to a whole new level. Most significantly, the marketing team had decided not to use any television or radio advertising as part of MINI’s launch, an industry first for what was essentially an entirely new automobile brand in the U.S. market (it had been almost 40 years since the original Mini was sold in the U.S.). Instead, a phased approach using print and nontraditional marketing techniques was developed. During August and September 2001, MINI’s focus was  to build brand awareness primarily through print advertising in magazines. The tagline for the ads was â€Å"Let’s Motor,† a theme developed by SRR and that would be carried throughout the launch campaign in 2002. The use of the word â€Å"Let’s† at the beginning of each ad was intended to create a feeling of inclusiveness, and the tone of the ads was intended to be friendly and funny. For example, one ad read: â€Å"Let’s not use the size of our vehicle to compensate for other shortcomings. Let’s Motor.† Another began, â€Å"Let’s put away the middle finger.† In addition to initial print advertising in magazines such as Autoweek, SRR developed The Book of Motoring, a 5-inch by 5-inch glossy booklet designed to convey exactly what it meant to be a motorer. â€Å"How is motoring different from driving?† it posed to the reader. â€Å"Physically, they’re the same process . . . the difference is in the mind of the operator . . . when you drive, you go from A to B . . . when you motor you go from A to Z . . . it’s all about living . . . nobody can tell you when you’re motoring . . . you just know.† The book also suggested that motorers pay the toll for the car behind them or feed parking meters if they see a meter maid coming. â€Å"Motorers look out for one another,† the book said. The Book of Motoring could be obtained through BMW dealers or the MINI USA website. In October 2001, in addition to continued print advertising, the SRR and the MINI marketing team designed a series of promotional events and publicity stunts to create additional buzz for the brand. Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org  challenges for the manufacturing team in Oxford, England, it was clear that the target market would likely seek to make their MINI unique by adding optional features and color schemes. Finally, it also became apparent that limiting their advertising to traditional media such as television and radio would not be cost effective, since the MINI itself was not a mass-market car  and since its potential buyers seemed less interested in being part of the mainstream. In one example, for a Formula 1 car race in Indianapolis, MINIs were secured to the top of three fullsize sport-utility vehicles and were driven to the city from other parts of the U.S. carrying signs that read, â€Å"What are you doing for fun this weekend?† The same MINI-toting SUVs then toured some 24 U.S. cities (Exhibit 4). When curious onlookers asked about the car, representatives were instructed to give them a card that said â€Å"Coming to America† and directed them to the MINI USA website. Sporting events were also used as venues to promote the car. For instance, a MINI was placed in the stands of an Oakland A’s baseball game and in the Superdome for a Monday Night Football game (Exhibit 5). As part of this promotion, during the game, the announcer did a series of â€Å"callouts† that drew the attention of the fans in attendance to the MINI. As one example, he announced: â€Å"To the gentleman in Section 101, you’ve left your lights on.â €  When the in-stadium camera focused on the MINI in Section 101, its lights flashed and then shut off. This particular promotion also played a role in the firm’s attempts to anthropomorphize the MINI. When the official launch of the MINI Cooper began in March 2002, MINI and SRR continued their grass-roots marketing efforts and print advertising in combination with outdoor advertising using, most notably, billboards, which they felt were underutilized by other car brands. In all 45 markets where the new MINI was to be sold, teaser billboards were posted on the day that showrooms were opened. Instead of displaying the car or its logo, the billboards only included the company’s website, miniusa.com, and a single line of text. One billboard read, â€Å"XXL XL L M S Mini.† Another read, â€Å"The SUV backlash officially starts now.† Then, in April, a new series of  billboards were rolled out that included a photo of a MINI, the MINI logo, and the â€Å"Let’s Motor† tagline. Slogans included, â€Å"Let’s Sip Not Guzzle,† referring to its above-average fuel economy. The outdoor advertising was taken to the extreme in cities like New York, where a skyscraper was wrapped to represent the car’s two-tone paint job and a 29-foot-by-125-foot billboard was erected in Times Square. Though typically considered a traditional medium, print advertising was used by MINI as nontraditionally as possible. In late 2001, for instance, executives from 35 magazines were invited to MINI’s headquarters to brainstorm unique ways to market the new MINI in print. One noteworthy outcome of this session was a proposal to use the margins around news stories to hold advertisements. At launch, the â€Å"cornering ads,† as they were called, were run in six magazines, including Rolling Stone and Motor Trend. The ads said, â€Å"Nothing corners like a MINI† and contained a photo of the Mini Cooper S cornering the one-inch margin of the magazine page. Other aspects of the launch campaign included the following (Exhibit 6): †¢ More than 6 million magazine inserts of an abridged version of The Book of Motoring †¢ A series of MINI-inspired cartoons featured in The New Yorker magazine †¢ Other magazine inserts including an unscented MINI-shaped air freshener and a pullout car game. Another insert allowed readers to customize the car using peel-off stickers; accessories such as wheel covers, blowers, and racks could be placed on a photo of a MINI in the ad. In total, more than 30 million magazine inserts were published in magazines ranging from Car and Driver to Vanity Fair. The MINI organization was very  happy with the creative output of SRR. â€Å"Conceptually, just about every one of their ideas was spot on,† Hardy said. â€Å"Besides the fact that they really ‘got’ the brand, they also made sure that the ideas they showed us were fleshed out and developed. This extra effort on their part really made it easier for us to react to the ideas and to give them meaningful feedback so we could work together to make them come to life.† MINI and SRR planned to explore other advertising media as 2002 wore on, just not television. Rather than use TV advertising, for example, MINI opted to sign a deal with National Cinema Network, a movie theater network, to show 30- and 45-second advertisements on roughly 2,000 screens in five cities. 7 Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org By the close of 2002, there were several reasons for MINI and SRR to celebrate. Most obvious were the year-end MINI sales figures, which indicated that 24,590 units had been sold in a little over nine months. At that pace, first-year sales were projected to total over 30,000 units. In addition to the strong sales figures, a consumer survey indicated that brand awareness for the MINI among the carbuying public was 25%. A survey indicated that 75% of MINI buyers had read or heard about the MINI through  public relations and Internet exposure before the official launch advertising actually began in March 2002. The launch campaign also earned both MINI and SRR a significant number of awards, including Adweek magazine’s 2002 Guerilla Marketer of the Year and 2003 Media Plan of the Year honors, the 2002 Kelly Awards Grand Prize for Outstanding Magazine Advertising, and two 2002 Cannes Media Lion prizes. SRR also won the Best of Show Award and an award for innovation in marketing at the annual One Show awards, a prestigious event sponsored by the One Club for Art and Copy in New York. At the same awards ceremony, MINI USA received the Advertiser of the Year Award. Pitney was named one of two Automotive News Marketers of the Year (the other was awarded to Jim McDowell, vice president of marketing for BMW of North America). In January 2003, the MINI was selected as the North American Car of the Year by the same publication. The MINI Cooper and MINI Cooper S were selected as finalists for the Motor Trend Car of the Year as well. The Creative Work Continues (2003–2005) By all accounts, the relationship between MINI and SRR was felt by both sides in 2003 to have been a highly productive collaboration to that point. â€Å"Each day we came to the office thinking that we had one of the best jobs in the world. In a sense, SRR was just part of the family. We’d interact and debate ideas on a weekly, sometimes daily, basis,† Hardy described. â€Å"It was a close working relationship.† Over the next two years, MINI’s strategy of using primarily nontraditional advertising in combination with print and outdoor advertising continued, as did SRR’s ability to develop unique creative material in support of this strategy. One magazine campaign featured punch-out, assembleable versions of the MINI Cooper built on a 1:56 scale. About 4.4 million inserts were created, featuring two cars with different combinations of accessories, and came complete with assembly instructions; both cars became collectors’ items. In another campaign, consumers could pull out MINI cartoon-character decals from magazines. The stickers came eight per sheet and were designed to drive buyers into dealerships for a ninth sticker. Approaches like this one were well received by dealers, including Wayne Youngblood, general  manager of Motor City Mini near Detroit. â€Å"I’m thrilled with it; MINI marketing is quirky, fun, and it delivers customers that match the vehicle perfectly,† he said. â€Å"In my 30 years in the business, there has been no other product that commands as much excitement or attention as MINI.†10 Sales of the MINI Cooper continued to climb (Exhibit 7). In 2004, a MINI Cooper convertible was added to the model lineup. Changes would soon be underway, however. In March 2005, Martin announced that she was leaving MINI to become director of market development for Volkswagen of America, a company known for spending about $500 million annually in North American advertising. Around the same time, Pitney and McDowell made the unique decision to switch jobs as general manager of MINI USA and vice president of marketing for BMW of North America. But the ultimate surprise was SRR’s resignation of the MINI account in order to become the agency of record Purchased for use on the MSc International Marketing, at King’s College London, Department of Management. Taught by Douglas West, from 12-Jan-2015 to 27-Mar-2015. Order ref F240566. Usage permitted only within these parameters otherwise contact info@thecasecentre.org for Volkswagen. By then, Hardy had assumed Martin’s duties as head of marketing, and one of her first challenges was starting over and finding a new advertising agency, which would not be easy given the unique relationship that MINI enjoyed with SRR. Advertising Agencies With each passing year of technological advancements, it was apparent to MINI and others that the foundations of any advertising firm—creativity and the ability to deliver creative content in a variety of media—were becoming less and less the exclusive domain of bigger advertising firms with extensive production staffs. Consequently, it was possible for a one- or two-person shop to perform the same creative services as a large, multinational advertising conglomerate with billions in revenues such as Omnicom, WPP, Interpublic Group (IPG), and Publicis. Advertising firms in 2005 could be categorized into either of these two groups, but a third group also existed. The â€Å"independents,† as they were called, were privately owned firms with anywhere from about 10 to 300 employees. As was the case with SRR, oftentimes these firms were started by young, entrepreneurial advertising professionals looking for creative freedom or autonomy following stints at one or more o f the publicly held multinational firms. Seen by some to be a competitive response to the growth of the independents, consolidation was a significant theme in the advertising industry during much of the 1990s and early twenty-first century. Over this period, the major holding companies appeared intent on expanding market share in order to gain economies of scale, diversifying their revenue streams, and serving clients as a one-stop shop while growing into large, multinational players. In 1993, for example, the top three agency holding companies captured a 36% share of the market. By 2003, this figure had increased to 50%.11 The increase in market share was largely achieved through acquisitions of independents and smaller holding companies, with the bulk of these acquisitions occurring from 1996–2001. One holding company, IPG, acquired 240 companies during that period. Another significant industry theme was the shift in agency compensation over the past decade from commissions to fee-based compensation. Traditionally, advertising organizations had been paid at a set percentage of an advertising budget for the creative work on an account; this percentage was  typically in the 12%–15% range but could be as high as 20%. A major criticism of this compensation system was that it did not align the agency’s pay with the success of a particular campaign or with the amount of work required to create the campaign. The fee-based system (or FTE model) charged production fees and employee hours along with a standard profit margin (e.g., 20%) for the advertising firm. In 2005, it was estimated that 80% of all advertising clients had moved away from commission-based compensation structures to enter fixed fees or a combination of fee and incentive compensation.

Stefan’s Diaries: Bloodlust Chapter 22

I straightened the cuffs on my neatly pressed white shirt and buttoned my overcoat. The shiny brass buttons glinted in the lamplight as I turned the corner onto Laurel Street. I wiped my face, to make sure no blood lingered on my lips. Id visited my barmaid from Miladies, sating my hunger before my evening out on the town with Callie. The barmaids blood had tasted sweet, like lilies dipped in honey. The second the warmth had hit my tongue, my senses had become honed and the world had sharpened around the edges. Now the cicadas shrieked in my ears and the smell of roses assaulted my nose, but my stomach was calm and my veins were sated. I was ready for my date. The park at the end of the street was filled with magnolias and ancient elm trees, and in the center, a marble fountain was topped with a sculpture of a naked woman. Through the burble of the fountain, I could hear the beating of a human heart. â€Å"Hello?† I called. â€Å"Stefan!† Callie stepped out from behind a stone cherub into the weak light of a gas lamp. Her red hair, a flame in the flickering light, hung loose and curly around her shoulders. She wore a simple, cream-colored dress, with a lace bodice and a flouncy skirt that draped over her tiny hips. Blood raced through my body. â€Å"What?† Callie said, reddening as she noticed my stare. â€Å"You look, uh, like a girl,† I said. She looked beautiful. â€Å"Gee, thanks.† Callie rolled her eyes and softly slugged my shoulder. â€Å"Youre just used to seeing me in work clothes.† She gazed at me. â€Å"You look quite handsome.† I cleared my throat and tugged on my collar. Suddenly my clothes felt uncomfortable and constricting, and the night air stuffy. I wondered briefly if the barmaid had something in her blood that hadnt agreed with me. â€Å"Thank you,† I said formally. â€Å"Stefan?† Callie lifted her arm expectantly. â€Å"Oh, of course.† I took her arm in mine. Her freckled hand grazed my palm. I flinched and readjusted so that her hand was resting on the soft fabric of my jacket. â€Å"Where to, Miss Gallagher?† She looked up at me, a smile on her face. â€Å"Bourbon Street, of course.† Callie guided me through cobblestone side streets, where gardenias dripped from balconies. On a whim, I grabbed one and tucked it behind her ear. Back home in Mystic Falls, it was customary to bring flowers or a small token when visiting with a lady. â€Å"Want to know a secret?† Callie whispered. â€Å"What?† I asked, curious. I was already the bearer of too many secrets. But perhaps Callies could lead me to Damon She got up on tiptoe and cupped my ear with her hand. The sound of her blood pumping beneath her skin magnified tenfold. I gritted my teeth, forcing my fangs back down. â€Å"Your shirt has come untucked,† she whispered. â€Å"Oh,† I said, as I self-consciously smoothed down my shirt. â€Å"Thanks.† Callie let out a gleeful laugh. â€Å"You know what I really want to see?† she asked, grabbing my arm. â€Å"What?† I asked, trying to devote all my energy to not listening to the steady thrum of her blood. â€Å"A burlesque show. Madame X has a showeveryone'sbeen talking about,† she said. We walked together through the town, past bustling crowds and wavering street carts, ending up in a well-kept neighborhood in front of a pristine, stately house. A simple placard next to the door readMADAME Xin black script. Soft lamplight shone from all the windows, and carriages pulled up, one after another, to the front gate, releasing their well-dressed passengers into the depths of the club. I momentarily panicked. I didnt have any money. And I was wearing a schoolboys clothes that hadnt been in style since the turn of the century. â€Å"Callie, I think † I began, trying to come up with an alternate idea for our evening when the front door swung open to greet us. â€Å"Good evening. Are you guests of the house?† The mans eyes flicked down my old clothes. I was wildly underdressed for this venue, and I knew it. Callie, however, looked radiant. â€Å"Yes,† Callie jumped in, straightening her shoulders. â€Å"And your names?† From the way Callies lips flattened, I could tell she hadnt realized there was a guest list. I stepped in front of her, suddenly inspired. â€Å"Were the Picards. Remy and his wife, Calliope.† â€Å"One moment, sir.† The man waddled in his slippers over to a podium holding a list that almost certainly did not include Mr. Remy Picards name. He turned a page, then turned it back. â€Å"What are you doing, Stefan?† Callie whispered. â€Å"I have it under control,† I said quietly. â€Å"Just smile and look pretty.† The man returned, looking genuinely distressed. â€Å"Im terribly sorry, sir, but your name is not on our list for tonight.† He glanced around, as if ready to beckon a security guard if we made trouble. I want you to let us in without asking us any more questions, I thought, channeling all my energy. â€Å"Wed really like to come in,† I said aloud, concentrating on looking deep into his eyes, ignoring Callies curious gaze boring into my back. â€Å"Are you sure you didnt see our names on the list?† The mans eyes flickered. Let us in without looking at the list. â€Å"You know, I believe Imighthave seen your names. In fact, Im sure I did. The Picards! Im sorry. It was my confusion. Right this way,† he said, a slightly vacant expression on his face. He led us through large double doors and into a sumptuous parlor. Low crystal chandeliers hung from the ceiling, and the air smelled of jasmine, magnolia, and freesia. â€Å"Enjoy your stay at Madame Xs. And if I can be of any assistance to either of you, dont hesitate to come fetch me,† the man said, turning on his heel. â€Å"Thank you,† I said. Callie simply stood there, looking slack-jawed at me. â€Å"How did you do that?† I shrugged. â€Å"I just made him doubt himself. He wouldnt want to say no to the Picards, whoever they are. Besides, what if our nameswereon the list, and he said no to us, then we complained to the owner?† Secretly, I was thrilled. My Power was strengthening. â€Å"So I take it that this isnt your first time sneaking in where you dont belong?† I glanced at her slyly. â€Å"You of all people should know that to be true.† She laughed, and I gave her an impromptu twirl. People stared at us. Even though a pianist was playing a jaunty tune in the corner, this wasnt a room where people danced. Instead, guests drifted from one conversation to the next as they sucked on cigars and gulped down champagne. â€Å"Do you know anyone here?† I asked as we brushed past couple after couple, all clad in finery. Callie shrugged, the shadow of a frown crossing her face. She glanced around the room. â€Å"They all hate Father. They say hes a Unionist whos taking advantage of New Orleans with his business. And perhaps he is, but at least his show doesnt pretend to be something its not,† she said, jutting her chin. I shifted in my seat. Wasnt that exactly what I was doing? Pretending to be someone I wasnt? I couldnt look at her, in case she could see the depths of my lies in my eyes. A server came by with a tray laden with champagne. I grabbed two glasses. â€Å"Cheers,† I said, handing one to Callie. As we sipped the bubbling liquid, conversations swirled around us, growing louder and more boisterous with every tray of drinks the waiters brought out to serve. Mens movements grew more languid, women laughed more readily. â€Å"Is your father ready for the next show?† I asked, forcing a conversational note to my voice. â€Å"I suppose so.† â€Å"Who will the vampire be fighting?† â€Å"I dont know,† Callie said. â€Å"A crocodile, or maybe a tiger. It depends on what Father can get on such short notice. Why?† I shrugged noncommittally. â€Å"I want to place a bet.† â€Å"Father wants something cheap. Hes worried people wont pony up as much money for another animal fight. It seems the monsters much stronger than a beast.† â€Å"Oh,† I said, trying to process the information. â€Å"But lets not talk about work. Tonight is supposed to be fun! Lord knows we dont have enough of it in our real lives.† Callies voice grew melancholy. â€Å"Speaking of fun,† she said, pointing to a small crowd moving through a set of double doors at the back of the club, â€Å"I think the burlesque show is back there.† â€Å"Shall we?† I asked, offering my arm. The back room, much smaller than the first one, had numerous wooden tables crammed onto the floor. A stage was set up at the front of the room, and the space was dimly lit by candles. Instead of joining the crush toward the front, Callie and I sat back on a low-slung, red velvet bench beneath a large mirror in the back of the room. As soon as everyone settled into seats, a master of ceremonies took to the stage. I was surprised to see that he was a man wearing a dinner suit and cape. Id imagined a burlesque show to be louder, larger than this, with plenty of music and scantily clad women. â€Å"Good evening! As weve all heard, we have a vampire in our midst,† he said dramatically. Audience members tittered nervously. I glanced at Callie out of the corner of my eye. Was this some sort of trap? Did she know what I was? But Callie was leaning forward, as if mesmerized by the mans words. The master of ceremonies smiled, drinking in the suspense. â€Å"Yes, a vampire. Down at that two-bit circus by the lake.† Jeers filled the room. Callie hadnt been exaggerating when shed said her father was infamous in this town. I turned to look at her. Although her cheeks were as red as her hair, she gazed straight ahead, her elbows on her knees. â€Å"And eyewitnesses say Gallagher had to chain his up so it wont run away. But, here at Madame Xs, our vampire has come to visit all on his own.† â€Å"We can go if you want,† I whispered. But Callie shook her head and clasped my hand. It felt warm against my cool skin, but this time I didnt push her away. â€Å"No, I want to stay.† A thin man walked onstage, clad in a black cape. His face was powdered, and thin lines of fake blood were drawn from the corners of his lips. He smiled at the crowd, revealing fake fangs. I shifted in my seat. â€Å"I am a vampire, and you all are my prey! Come to me, my pretties!† he cackled, in an exaggerated voice that made me squirm. The â€Å"vampire† stalked around the stage, his teeth bared and his eyes scanning the audience. A woman in a pearl-embroidered gown stood up from a table in the front and walked toward the stage as if in a trance, emitting a low moan with each step. â€Å"The vampire has special eyes that can see through clothing. And this vampire, ladies and gentlemen, likes what he sees!† The master of ceremonies leered at the audience. At this, the audience applauded enthusiastically. I glanced at Callie again. Had she known this was a show about vampires? â€Å"But, now, the vampire has his hunger awakened. And what hell do to feed the hunger, you wont believe,† the master of ceremonies said as the vampire onstage waved his hands toward the woman, as if conducting an orchestra. As he did that, a trumpet player began playing a slow, mournful tune. The woman began to move her hips, slowly at first, and then more and more quickly until she looked as though she would topple over. â€Å"Maybe Father should give our vampire dance lessons,† Callie whispered, her breath hot on my cheek. Then, suddenly, the vampire stopped waving his arms. The music stopped, and so did the woman. The vampire lurched toward her, took hold of the sleeve of her dress, and tore it off, exposing her milky-white arm. â€Å"Do you feel wicked tonight?† the vampire called to the audience, waggling the fabric toward the crowd. Then he tore off the other sleeve. My stomach turned. â€Å"I ask you, do you feel wicked tonight?† he called again, tossing the fabric into the audience. The crowd cheered as the dancer continued her gyrations, rubbing her back against the â€Å"vampire.† Slowly, she peeled away her clothing, item by item, sending a silk stocking or a slip into the audience until most of her body was on display. As the music picked up speed, she got closer to becoming entirely nude. At last, she sat in a chair on the stage as the master of ceremonies pulled off the last bit of her top, forcing her to cover herself with her hands. â€Å"As he is a beast from hell, the only way to stop a vampire is with a stake to the heart. But they can also be kept away with a crucifix â€Å" At this, the dancer pantomimed a futile search for pockets that might contain a stake or crucifix. I slumped in my chair, thinking of my own attacks. Of Alice, of Lavinia, of the nurse whose name Id never known. There was nothing beautiful or romantic about those attacks. They were quick, bloody, deadly. Id ended their lives without a second thought, with swift violence and a thirst for more. â€Å"Are you okay?† Callie asked. For the first time, I realized how tightly Id been clutching her hand. I loosened my grip, and instantly she snuggled closer to me in my seat. Her blood pumped like sweet music through her body, and the warmth of her body soothed my anger. I relaxed into her, taking in the softness of her voice as she laughed at the play. Callie was warm and soft and so veryalive. I wanted this moment to freeze, to last into eternity, with nothing but me and Callie and her beating heart. There was nothing else I needed in that moment, not blood, not power, not D– My body tensed and I sat straight up. What was I doing? Had I forgotten my brother, what I had done to him, so quickly? I stood up. â€Å"Down in front!† a voice barked a few rows behind me. â€Å"I-Im sorry. I have to go,† I said, stumbling toward the door. â€Å"Stefan, wait!† she called. But I kept going until I was on the street, running from the late-night bustle all the way to the riverbank. As I stared down at my reflection in the swirling water, Percys words echoed in my head: â€Å"Youll either want to kill her or kiss her, and neither scenario will end well for you.† He was right. Because while I truly didnt know whether I wanted to kiss or bite Callie, I knew I wantedher.

Understanding markets Essay Example | Topics and Well Written Essays - 2000 words

Understanding markets - Essay Example Using different methods, Marketing determines the size of the market that is being approached but this has to be a controlled exercise otherwise the effort will be aimless. Marketing is a highly misunderstood word. It is not tactics or methods of getting customers to buy a company’s product or services. That is advertisement or promotions. It is a conscious effort to analyze and understand what is needed and trying to fulfill this need. But above all, Marketing is all about customers. Their behavior and attitude towards buying a product is of paramount importance. Their needs and wants and their likes and dislikes are decisive factors and purchase decisions depend on these issues. It is the understanding of these factors that will develop a marketing strategy. Therefore Marketing is all about understanding the customers and of finding ways and means to for providing product or service as per his requirements. â€Å"Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders†. (AMA). This comprehensively calls for Market segmentation and results in two way satisfaction of both customer and the stakeholder. Markets are heterogeneous and are created by reasons of different values, needs wants, constraints, beliefs and incentives. Customers differ in their values and perceptions and want to purchase things that have value for them. Value is not just the monetary part, but also the usefulness and emotions that with go with it. The need and want play a great role in determining this value. The price actually determines the location from which this purchase will be made. Service and reliability are other important determining factors. Therefore a market segment is a set of customers that have a common approach to above questions and have a common desire to purchase a common set of goods and or services.

Mixed Strategy Essay Example | Topics and Well Written Essays - 500 words - 1

Mixed Strategy - Essay Example My parents would always remind me whenever I came home late from partying that I should change my ways if I were to get a college education. My friends and classmates would no longer be there for me and that I should learn to stand on my own, be independent, because college is going to be a serious matter. My mother, who only finished seventh grade, would lecture to me again and again how important college education is and that if I want to have a better life then I should mend my ways. On the other hand, my father, who is a law school drop out, would back her lectures with the gravity of college. He said that if I would not learn any study skills I would be put in extreme embarrassment because professors would give unannounced quizzes and oral examinations. A student would be asked to stand up whenever he/she is called to answer and he/she would not be allowed to sit unless he/she is able to answer correctly. Before I graduated high school then, I spent less time with my friends and began to take a serious look at my life and my life ahead. I wanted college so much that I should be ready to face it and as much as possible finish it, not only for my parents’ sake but for my own personal satisfaction and fulfillment. I wanted a life that is more comfortable and convenient than what my parents gave me. Having spent more than a year in college, I feel that life is not that bad after all. I have new-found friends who back me up whenever I get entangled with my Math problem sets, others are there just to cheer me up whenever I have to spend sleepless nights just to beat the deadlines for my papers. Friends can be found everywhere and I can choose the good ones who will give me good influences. My professors are also not as bad as my father said. They are very supportive and understanding. My professor in Art, for instance, lent me some of her books for my project in Miro and Dali. She even coached me on how to use the internet for research since I only used the

How can computer science help students in school Essay

How can computer science help students in school - Essay Example This sequence must be unambiguous and detailed. It is practiced by engineers, scientists and mathematicians. Through engineering, the building of hardware and software is achieved, while reason and logic are provided through mathematics. It has a strong connection to other specialties like software systems, computer architecture, software engineering, graphics and even artificial intelligence. As such, each of these specialties, having been drawn from Computer Science would mainly focus on particular challenges, and the application and understanding of basically all aspects of Computer Science. Research by the Sheehy shows that only about 21,000 high schools out of about 42,000 public and private high schools in America offered Advanced Placement test in Computer Science in 2011, a 25 per cent drop in the last 5 years. Only 9 states allow Computer Science as a satisfaction to core science or math requirements. Computer Science is considered as a math or science in 41 states. Some of the most influential people in the world like Bill Gates and Steve Jobs all had one thing in common; they all learned Computer Science in high school. ... Thus, computers have become necessary companions to students in various fields to understand the world around them. As Bentley puts it, â€Å"computers are our invisible helpers† (5). Science students use computer-based equipment to make the required observations and to determine the needed facts. For instance, Biologists use it to determine the genetics of given samples. Chemists use it to determine the concentration of chemicals in various samples. Thus, Computer Science provides the capability for students to understand their academic world. Secondly, Computer Science provides the capability of interacting with other students and peers around the world. The Internet gives computers the ability of being tools of communication across the world. Online versions of print publications are always available on the Internet because of the capabilities provided by Computer Science (Straubhaar, LaRose, and Davenport 263). A huge amount of information is stored on the Internet and is always available to the user. An online version of a newspaper will contain a blog section, where readers can contribute their views by leaving their comments, additional links to other sites with related news, multimedia extensions, online forums, and even audio and video files. Academically, they could access information on the advancements in research studies so as to determine the existing knowledge gap. Thus way, students would be able to carry out relevant research studies that would greatly contribute to the existing body of knowledge. Students could use this capability to interact with people from various parts of the world and get to understand what happens in other parts of the world, be it academic or otherwise. Of importance with regards

Outside speech Assignment Example | Topics and Well Written Essays - 500 words - 1

Outside speech - Assignment Example Through the Elder Helpers volunteer organization, volunteers can do what the government cannot do. That is, to show kindness to a society that has done its part in building the nation. The elderly face a series of emotional, physical and societal problems. Physically, aging is the deterioration of the physical and mental mechanisms (Edward 533). Inevitably, the body becomes vulnerable to innumerable diseases and conditions such as Alzheimer’s. This deterioration of health has resulted in the elderly being identified as the handicapped, particularly in capitalist societies (Edward 533). Moreover, the challenges are made difficult by the high cost of medication and therapies resulting in a majority of the aging population living with the lack of proper health care. Currently, the elderly live solitary lives where they can go for days without communicating with other individuals. Some elders have also lost their spouses which results in emotional problems. Inevitably, the isolated life coupled with the physical challenges makes the elderly vulnerable to unhealthy lives that would most likely lead to more complications or even death. At this point, I know there are some who are wondering why we should help the elderly members in our society. Such people need to acknowledge the fact that aging is a definite event that occurs in the life of every individual. Soon, each and every one of us may live long enough to experience the complications that arise through aging. At that point in our lives, I am certain we would all be grateful if the society helped us go through aging stress-free. Furthermore, the elderly in our society are important because, without them, the current generation would not exist. Elderly Helpers is an opportunity to interact with the elderly in the society and assist them in their day to day lives (elderlyhelpers.org). Moreover, the organization is an opportunity for young members in the society to provide

The case against hurting others Essay Example | Topics and Well Written Essays - 1000 words

The case against hurting others - Essay Example The focus is on the concept of â€Å"How would you like it if someone did that to you?† (Nagel, 1987. p. 64). The point emphasized by Nagel here is that a person should endeavor to step into the shoes of the other individual. Then the perspective of reality would become evident, and perhaps, the action could be avoided. He further argues that people fail to appreciate the viewpoint of the other person because their own orientation about the facts is not only specific, due to being a different person altogether . Kant on the other hand, almost refers to the doing of these acts as an act of duty, wherein a person would be internally compelled to undergo a task. He feels that it is important to take heed of situation as a consequence of one’s internal drive, instead somebody from the outer world forcing an action.  Nagel also tends to believes that the concept of majority is a more generalized concept, and cannot be left at the whims of individuals. Universal good, thoug h is not clearly defined, yet it exists as unison. It is only for a person to explore the same in appropriate conditions and circumstances, whereby the true inner persona of the individual will come out. In the context of hurting others, this is a very important stance, the fact remains, that of there is a concept of universal good, then a person should not harm others in the first instance. Therefore, he should make that realization earlier in, and should begin to establish the norms that would help him world.... Nagel also tends to believes that the concept of majority is a more generalized concept, and cannot be left at the whims of individuals. Universal good, though is not clearly defined, yet it exists as unison. It is only for a person to explore the same in appropriate conditions and circumstances, whereby the true inner persona of the individual will come out. In the context of hurting others, this is a very important stance, the fact remains, that of there is a concept of universal good, then a person should not harm others in the first instance. Therefore, he should make that realization earlier in, and should begin to establish the norms that would help him live appropriately in the world. The reality is that the integrity of the will is imperishable. In the perspective, the meaning can be inferred in the same line. The will alone can have no integrity - it has to be linked with man himself, as per Kant. Therefore, again extrapolating the fact that the mind is sure to dominate the proceedings of life, despite what course of actions are to be taken, the case against hurting people becomes clear. The soul as an entity can never destroy, as it is the true emblem of existence for man - his distinguishing factor. These factors give an intrinsic line of reasoning for the person who is about to or intends to harm somebody. When the established pattern of thought is already present, then the person will automatically restrain himself from doing the superfluous. The concept of uniformity of behavior and thought has always triggered the minds of people who want to dwell into the science of what humans may do in a particular scenario. However, it is interesting that

Violence on television influences viewers to become violent Essay

Violence on television influences viewers to become violent - Essay Example Various incidents have been reported on to the media where television viewers have actually learnt negative tactics from it and applied them in real life. One recent link can be connected to the Asian Subcontinent where a twenty five year old scientist shaved off his gardener’s head leaving him bald after the gardener failed to carry out his work properly one day. When the scientist was later questioned about this act, a striking revelation came forward; the previous day he had seen on the news how a robber caught by public was shaved off the hair on his head and stripped off his clothes and made to walk around the streets of the city naked – this was where the scientist had gotten the idea of what to do with his gardener. I have always been a believer of the fact that our unconscious mind gains a lot from its surroundings, despite the fact that whatever is happening around us is acceptable to us or not. Similarly, many a times various television programs are being aired which fail to attract our interest at all. For instance, a documentary on Rape in India might fail to divert out attention towards it but our subconscious mind does pick up a little from the bits we hear of hit (Hamilton). Its human nature to learn from their surroundings and the same stands true for young kids. At that age, their mind are highly vulnerable to what is happening around them, and seeing anything on media can instill the image in their minds that it is right. A similar case was once reported in Nigeria, where a ten year old boy forcefully took off the clothes of one of his class mates. The child was later sent to reformative classes, where he confessed that he carried out the act because he had seen something similar bei ng aired on the television and his parents watching it. Despite the fact that the television has helps us in gaining information about the world alongside keeping us entertained, it can certainly not be

The concept of 'home' in Henry James' The Ambassadors and Theodore Essay

The concept of 'home' in Henry James' The Ambassadors and Theodore Dreiser's Sister Carrie - Essay Example Being an effective ambassador also means retaining one's loyalty to the homeland, although occupying a difference space. In Henry James' "Ambassadors" (1903), the protagonist, Lewis Strether is an American chosen to act as Mrs. Newsome's proxy in some family business. For some reason, Chadwick loses the will to return to America and to his mother, Mrs. Newsome. He has to use his powers of persuasion to urge the American-born Chadwick Newsome vacationing in Europe to return home. The concept of home is key in The Ambassadors and Sister Carrie since each character espouses a different view on home. Home can either be one's place of nativity, a fixed abode, or a place of rest and comfort. Because of the process of maturity, love of travel, and the desire to settle with one's own family, people chose to migrate and eventually live in a new place than formerly. Home is a place in which one's feels at ease and happy. This view of home becomes more and more popular among characters who migr ate and settle in a new area. Strether himself, the appointed American ambassador to Europe affirms that he "feels more and more at home" (James 34). Happiness shared is also an integral component of what makes a home atmosphere. Chadwick was unhappy at his original home in America. As Strather observes Chadwick, he sees a man transformed by personal fulfillment and happiness, even happier than he. Soon, The Ambassador is desirous of partaking in the happiness of the American emigre. The American Dream is also a promised land of toil and hardship, yet hold out the hope of an improved lifestyle. The United States is the land of freedom and opportunity where all are in the pursuit of happiness. All Americans are the predecessors of immigrants, boasting a proud nation of ancestors which built a nation through their daring to explore another land. As an American, Chadwick exports the heritage of Americanness to Europe-the quest for happiness and love of adventure. Strether discovers soo n that America is not the only land founded on the pursuit of happiness since in Europe, Chadwick pursues and finds happiness in culture and in the woman, Madame Marie de Vionnet. The irony is that Americans rediscover happiness in another land, even The Ambassador, Strether. While in Paris, Strather and Ms. Gosfrey who are Americans, feel at home. James describes vividly that "the circle in which they stood together was warm with life, and every question between them would live as nowhere else (James 81). Home evokes images of a world of domestic bliss and even a utopia. Furbished with many comforts and amenities, homes can either be fashionably luxurious or spare - nevertheless the true essence of a home lies not with the fixtures or appearance but in the people who live with one another. Equally, Theodore Dreiser in his book, Sister Carrie, attests that "a lovely home atmosphere is one of the flowers of the world, than which there is nothing more tender, nothing more delicate" (D reiser 81). Carrie, the protagonist is in quest of a home since she cannot fine true happiness in the rural area where she was born. Here, Carries begins the realize the treasure of that place called home. Home is a place for family. The eternal difference between a house and a home is family. What gives a home identity is the people who li