Michael Scher describes himself as ‘very busy all the freaking time.’
And why shouldn’t he? After a lucrative career at McArthur Thompson & Law Public Affairs (MT&L) in Halifax, followed by a brief stint at the then-new Halifax office of SGCI Communications, he and partner Al Graham have decided to start their own Halifax-based ad agency, porkpie hat advertising.
Scher first joined forces with Graham during a merge between MT&L and SGCI in early October 2002. Then in May, Scher and Graham left the nest and started an agency of their own.
Although any new startup is risky, Scher is pretty bullish about porkpie’s future. ‘Other than taking over the world, our plans are to create an agency that can help to lead a creative revolution in the advertising industry.’
Porkpie hat is already doing work for Garrison Brewing Company and software firm Azorus and recently landed the new Pizza Delight television campaign set to air early this fall. ‘Obviously we are delighted by the win,’ says Scher. ‘I think it clearly illustrates that there is a desire, at least among some clients here, to work with an agency that is based on a different paradigm. I am also hoping it will mean lots of coupons for free garlic fingers.’
What work are you most proud of?
Probably Mac Tonight for McDonald’s, because of its enduring and universal appeal, and a campaign I created in the late ’90s for MT&T Mobility called ‘Set Yourself Free,’ which helped change the role of cell phones here from business tool to lifestyle-enabler.
What were your best career moves?
One, choosing advertising instead of medicine; two, working with talented people and trusting them to make the decisions I hire them to make; and three, starting porkpie hat.
What’s the best campaign out there and why?
Telus continues to do a great job of consistently adding value to the brand with their advertising. Also, the Bombay Sapphire work is a real treat to watch.
What’s the worst campaign out there and why?
Bell’s ‘Making it simple’ campaign is a great example of frittering away a real opportunity by focusing the story on the client. It’s a classic example of inwardly focused navel-gazing masquerading as compassion for the customer.
Most embarrassing moment?
My partner at an agency in L.A., while attempting to defend a campaign idea to a big client, said, ‘I don’t know, it just has a certain vichyssoise.’
What’s with the name porkpie hat?
The fact that you’re asking me ‘What’s with the name porkpie hat?’ instead of ‘What’s your name again?’
