And for the record, just because I hate it doesn’t mean I haven’t said it once or twice. I have. I’m not proud of it and had the heartburn to prove it.

So instead of settling for “good enough,” we press on and fight for something better. (Dial M for masochism)

The question is: why?

There’s apparently no real financial incentive for the agency since an awful lot of creatively average (or worse) agencies make buckets of money. Look no further than the AdAge’s 100 largest agencies in the country. A spotty showing of greatness to say the least.

If that’s not it, perhaps highly creative work is more memorable? Tell that to the Mentos guys. Or the Whisk “Ring around the collar” guys. Or Subway’s $5 foot long guys. Hammer someone’s brain enough and it’ll leave a mark.

Doesn’t make it right.

Here’s the deal: If you just slap a message out there, you’re not marketing or building a brand, you’re getting a task off your plate. It’s the equivalent of getting up in the morning, throwing on a hat and some sweats and going to work. Sure, it covers all the bits that need it but are you really going to impress?

If we don’t put time and energy and care into crafting interesting messages, why should we expect anyone out there to care? What better way to show consumers that your client really does appreciate their business and respects their time than by rewarding their attention with a compelling idea and execution.

And this gets to the crux of the answer to “why?”

If, as creative agencies and people, we really want to make a difference in our client’s brands, our industry and our companies, we need to constantly fight for something better.

A better strategy. A better idea. A better execution. A better typeface. A better director. A better…whatever. Because the ball can be dropped at any point along the way and suddenly what you’ve worked towards becomes remarkably average.

And average doesn’t make a difference.

That’s the ultimate reason why we willfully subject ourselves to the conflict, agony and meeting awkwardness that so often comes with pushing for a higher standard.

Ok, that and also because advertising would completely suck if we didn’t.

The topics ranged from collecting local art (heyshari.com), to everything you wanted to know about redheads (@valerielm), to why you should own a dog (@dmburrows), to a compelling prison entrepreneurship program (@mikeorren), to the confessions of a Widespread Panic addict (@kacewrangler).

It made you think. It made you laugh. It was never boring. And it proved a great opportunity to connect with some interesting new people right here in our hometown.

We look forward to the next one coming this summer. Check back here or keep an eye on our tweets (@firehouseagency) for details.

Check out how Sierra Mist decided to “go green”.

Over 3,000 plants were put into individual fabric pockets and hung on vertical frames. The board did not have a water source so a watering reservoir and pump system were built to pump water and food to the plants at pre-programmed times.  Did you catch that? They had to FEED the outdoor board.

As a person with a keen appreciation for the production process, I am floored by the details of the execution, and jealous of the team that got to make it happen.

So let’s all raise a watering can to  Goodby, Silverstein & Partners for a cool idea, and send a huge shout-out to Sierra Mist for letting that great idea come to life. LITERALLY.

But the truth of the matter is that after the positive sales numbers are in, the guest counts are confirmed up and product has long since flown off the shelves, we like to know that our peers around the country (not just our clients) think we do some cool and interesting work.

Thankfully, after careful review and industry scrutiny, it appears that for yet another year, we don’t suck. In fact, building on last year’s One Show award, DFWIMA “Best in Show” and being featured in Archive Magazine, this year is also shaping up to be a great one.

-Five Telly Awards for both television and online video

-DFWIMA “Most Effective Non-Profit/Public Service” campaign

-Art Directors Club for “Eat Out for a Change”

-Dallas Society of Visual Comm. bronze award for television

Yes, when it comes to creative, we work in a very “what have you done for me lately” kind of industry. But this is proof that lately, we’ve been doing great work for great clients. More importantly, it’s achieved great results. And isn’t that why we got into this business in the first place?

Last Thursday, something bigger than words can describe started here at Firehouse. It’s an initiative born out of Mark’s belief that big ideas can make a difference, and that the power of prayer is, well, powerful – and can be life changing.

Anna Basso is a 16-year-old girl who lives in Dallas and whose family also lives next door to Mark – they have been neighbors for 10 years. She’s been battling Stage 4 Ewing’s Sarcoma (a rare type of bone cancer) since November 2009 and has a tough fight ahead.

Anna has become an inspiration to us all, and while she is getting terrific medical care, it’s going to take more than that to help her win this fight.

To encourage Anna in her battle against cancer, the agency set a lofty goal of getting one million prayers for her. It all comes together at http://www.1millionprayers.com, where friends, family and even strangers are pledging to pray for Anna and sending their collective goodwill her way.

Please join us in supporting this amazing young woman, day in and day out. A special time has been set aside every day to pray – 12:12 p.m. This time is a direct reference to Romans 12:12 – Be joyful in hope, patient in affliction, faithful in prayer. Anna can really feel the strength of each individual behind her.

Pledge to pray for Anna on the website (1millionprayers.com), and help us spread the word via Facebook and Twitter (#1million4anna).

This news clip does a great job of telling the story of the 1 Million 4 Anna project, with footage from a party we hosted for Anna on April 22.

You see, we’re in the idea business. And we love what we do.

You may also notice (if you’ve seen our client list) that we have a great deal of restaurant experience. In fact, not just experience, but a real passion for the dining industry and tackling the unique challenges restaurant brands face.

So as the economy started going south and the media kept banging the gong of doom, people started hunkering down, staying home and spending less. But for some reason, things didn’t get a whole lot better.

Our planning and insights team started taking a hard look at behaviors, trends, statistics and a whole lot of other factors in order to see if something could be done to help not just our clients, but everyone else as well.

And as we dug, and learned and uncovered…an idea began to form.

Waiting around for bailouts and handouts isn’t the answer. The answer is us. All of us.

Our intent is to create a movement. One based on the simple premise of reminding people that they can contribute to the economic recovery by doing very normal things.

Like eating out at a restaurant.

Take a look at this video. Let us know what you think.

And eat out for a change, will ya?

It is an amazing story well told. As all of our work should be.

I could not find anything else that I thought would be fair to compare it to this month.

It wins the cork, hands down!

In spirit, I agree that award shows are insular and self-serving. In the past few years there’s also been an influx of questionable (fake) entries and overall, I’d say that award shows have become less about “great work that works” and more about “great work we got away with”.

Having said that, I also think Jeff is being naïve (cue lightning strike on my location). Fame, as a measure of greatness, has an awful lot to do with levels of exposure (ie: big budgets, national media buys). It’s a lot easier for Burger King or Hewlett-Packard advertising to get “famous” than it is for a local clothing boutique. Does that mean the work for the boutique is any less creative or great? Of course not. It simply means fewer people will see it because the media budget is measured in dimes instead of dollars.

By Jeff Goodby’s definition, great (famous) advertising will be reserved for big brands with deep pockets. Ripe stuff coming from the principal of an agency that made its reputation on the back of an obscene amount of award show hardware.

The bottom line is that agencies have always needed award shows for self-validation. It’s the one stage where small agencies can compete, idea for idea, with big agencies. They’re an annual barometer of shops and individuals that are hot and executing great ideas.

The trick is keeping it all in perspective and, as an industry, doing our best to keep each other honest.