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I’ve written about the #BellLetsTalk one day campaign a couple of times before – but I just watched the showreel for the campaign that colleagues at Monster and Bell put together and was delighted to learn that #BellLetsTalk became a top trending term globally.

I believe that’s a first for Out of Home media.

Everything about the campaign was executed perfectly and end users were motivated to participate because each tweet, call and txt generated 5c towards mental health awareness charities.

Great causes deserve great execution and the great result in this case was that $5.5M was raised in 24 hours.


Photo by xJasonRogersx

On the 13th February, 2006, “Critical Fluff” a local, irreverent blog raved about LocaModa and awarded us “Unlimited Pineapples”. Clearly, “Unlimited Pineapples” was a measure that by the blog’s standards was about as great as anyone or anything could achieve. I commented on that blog, thanking the writer.

And that’s how we met Jayne Karolow, the blogger and voice behind “Critical Fluff”.

It is with sadness but also some pride that I announce that after four years with us, Jayne is leaving LocaModa to manage the marketing for a group of uber trendy local restaurants. (We’re confident that those restaurants will soon be sporting LocaModa enabled place based social media screens, so every cloud has a silver lining, but I digress.)

Jayne built and managed and was the principal voice of The Web Outside. Today, The Web Outside is one of the most respected and informative blogs in our industry. For her work on The Web Outside, I award Jayne unlimited pineapples. (Jayne will continue posting from time to time but will now have the unique view from the venue’s side of the experience.)

Jayne also project managed (or project wrangled) some of the most chaotic, innovative, award winning, cross channel, place based social media for the biggest clients in our industry including Calvin Klein, Captain Morgan, Stride, Sprint, VH1, AT&T, GM, Vans and Verizon. For her project management skills, I also award Jayne unlimited pineapples.

As a serial entrepreneur, I recognize that as a startup evolves, it attracts different people at different stages of their careers. A colleague once described startups as “leggy” meaning that they are like Bambie when he tried to stand for the first time. Jayne regularly and diplomatically dealt with our legginess. She calmed chaotic Mad Man and was a bridge between what sales people promise and what engineers have to deliver. All part of a typical day dealing with media agencies, digital out of home networks, creative directors (and their egos), lawyers and tech teams.

As startups grow up, they (hopefully) get less leggy, but they unfortunately can lose great people – especially those accustomed to legginess.

We wish Jayne the very best of luck and, if ANYONE wants a reference for Jayne from me – I can honestly and unequivocally give her unlimited pineapples.

Good luck Jayne, we’ll miss you.