Our client, Stripes, donated new soccer nets to nine different youth soccer leagues in and around Corpus Christi and began rehabbing a soccer field as a Field of Dreams for one particular team. The program made sense for the brand and the community, and the timing was ideal with the 2010 World Cup starting that week.

What we didn’t anticipate was the extreme outpouring of gratitude from those who were receiving the donations. The presidents and directors of the soccer leagues that I spoke with to coordinate the donations could not say “thank you” enough and kept telling me that we just didn’t understand what this would mean to their all-volunteer, not-for-profit organizations.

While in Corpus to help with the donations and coordinate media coverage, there were several times when I was literally stunned at the response we got – from parents, from kids, from soccer team coaches and even from the maintenance worker at one of the soccer fields at a city park, who gave one of the most sincere and heart-felt expressions of gratitude, telling us that the impact of this program on the kids would be immeasurable.

It doesn’t get much better than having a seven-year-old little boy walk up to your client, shake his hand and say, “Thank you for the cool new nets for my soccer team.”

On the surface, the client donated soccer nets and some turf for a new field. But what we really did was offer some much-needed financial relief to organizations that often don’t get any breaks; helped lower registration costs next year across the leagues so it’s a bit easier on families with kids who want to play soccer; and made sure thousands of kids, who often see nicer fields when they play “away” games, can take pride in playing on their home fields because they look much nicer.

No big budgets, nothing glamorous or cutting-edge about it. But we sure did find a way to make a mark on our client’s hometown community. Made a mark on me, too – reminded me why I love doing what I do.

Umm, what?

I know what telecommunications are. I also know what innovation is. But the former fits easily into a saleable package whereas the other floats free on the wings of the speckled-breasted jackasserobin. I’m not saying AT&T can’t pull this off, but it’s going to be a hard row to hoe. After all, are they going to be touting innovations outside of the communications field? Will I soon be able to get an AT&T insulin pump? I somehow doubt it.

Granted, I won’t be sorry to see the lame wonkishness of “Your world. Delivered.” go away. (The new tag is “Rethink possible.” which feels too derivative of Apple’s classic “Think Different.” for my taste.) Or those Luke Wilson ads die off (sorry, Luke, nothing personal). But when there are companies like Apple and even Dyson (check out their sweet new bladeless fan) roaming the Hills of Innovation, trying to climb that mountain seems like a slog worth avoiding.

But who knows. Maybe the work will blow me away. After all, BBDO does great work for FedEx. Bring it, guys. Prove me wrong. I’ll be happy to recant.

Later,

Fox

Then, the holiday season rolled around. To me, the holidays mean Starbucks. And Starbucks, like an all-knowing Santa, came through for me – with Crème Brulee Latte. Woo hoo. Wrapped in sugar and tied off with caffeine, this little gift kept me coming back all season.

Since folks know Starbucks is a treat I don’t always afford myself, I got three gift cards for Christmas. The sticker on one urged me to register it online. There, I found I could combine the cards and carry only one. I could also earn points for my purchases. Woo hoo. I was back in the fold. When I found myself with some spare change in February, I reloaded my Starbucks card.

March rolls around and Starbucks intros their bold coffees. Driven in to try the Pike’s Peak Roast, I get a passport. Try all eight flavors and get a pound of coffee. Woo hoo. I love free stuff.

Today is Free Pastry Day. I go in for the newest bold and a Zucchini Walnut Muffin. I realize I forgot to stamp my passport last week for Italian Roast (I tried it, really). Do they hassle me? No, they happily give me the retroactive sticker. And, do they hassle anyone for not having their Free Pastry coupon? No. In fact, they are offering everyone, coupon or not, a free pastry. It’s a pastry love fest.

And they have samples. Free packets of Via. Tastes of different blends. And more pastry. Woo hoo. I take the Via and make it when I get to the office. It doesn’t hold a candle to the cup I just finished, but I think it might be nice to keep a few packets in my briefcase for when I am in a coffee pinch.

And soon, I’ll be getting my free pound of beans. Woo hoo. That will probably spoil me. I’ll think about buying their beans, maybe just once in a while.

Go back to the beginning, I am a reluctant Starbucks user – one who has left the franchise (more than once actually). They entice me back. Then, they deliver delight. There’s a lot to learn there.

Now, go get your free pastry before they run out.

Like the number at the top there. It means effort, right? Well, not so fast. Today I sat down at my computer to attack another week here in 2010, and 110% came to mind. Not due to effort, but because it represents my confidence level. I am 110% confident that 2010 will be our best year yet here at Firehouse. Despite the economic and geopolitical headlines, we will achieve great things in 2010. I’m certain of it.

That’s because in times like this the safe thing is often times the wrong thing. The status quo is death. And while we’d been doing a good job of pushing our clients to do new things, we also saw an opportunity to take a fresh look at our own brand. We forced ourselves to rethink who we really are and what we are really well equipped and well motivated to do. And after a thorough review in late 2009 of where we were headed, we decided something needed to change. Our Brand Promise, although thoughtful and well crafted, did not represent who we really are. It wasn’t us. Because of that we didn’t really embrace it and live it. Therefore, it wasn’t working hard enough on our behalf. It was clear to me we needed a full overhaul.

The result was several weeks of a far more inclusive, far more collaborative exercise that culminated in an agency off-site meeting this past Friday. We went down to the North Texas Food Bank, and going back all the way to starting Firehouse in 1997, this was among the best days I’ve ever had at the agency. We talked through some key changes and identified ways to refocus our efforts as an agency. It was the ideal way to bridge the best parts of what we always have done well, with what will help set us apart moving forward. And giving back and helping others was a great way to help illustrate what makes this agency unique and special.

I spent the entire weekend excited to come to work today. I am confident now that we have more oars in the water and more people pulling in the same direction than ever before. Already great people and great ideas are now better aligned. Communication that already had been improving will do so even more rapidly. Direction from managers will be more clear, more decisive and easier to interpret where it is coming from.

In short, everyone is walking around with a little better clarity, and you can see how that translates to greater confidence simply by looking at the faces of the people walking throughout the agency.

If you want to make 2010 a great year, I encourage you to shake things up. Force those around you to rethink your brand—start with yourself. Whether that brand is a CPG, a service organization or even the brand called You. Do it now, while all those around you are playing it safe and playing not to lose. I’m confident it’ll make a difference.

2010 will be a great year at this agency.

The people here have always brought great effort. And now, more than ever, I have the confidence to match.