Founder & Showrunner of 26&THENSOME Katie Pannell!
Here to talk about the reality of marketing to today’s consumers,
ON THE RIGHT NOW SHOW - FOUNDER & SHOWRUNNER, KATIE PANNELL OF 26&THENSOME
"So, I think everyone at home is dying to know – what's the story behind the name of your agency? It’s so unique.
Now, I know you offer naming services, but what can you tell us without giving away your secret sauce?"
"Katie, we're so excited to have you on the show today. How are you?"
Great, thanks! Excited to be here!
"Do you want the real answer, or the prettied-up-PR version?"
"How 'bout both?"
"Okay, so the real answer is – I’m a smart ass and got tired of people asking “Oh, like trademarks and stuff?” when I said I was a copywriter, so I just started saying “copywriting, with a W and 25 other letters.”
The prettied-up-PR version is: I knew I wanted to open a humor-based creative agency, so I started to play around – what do people associate with humor? (This association game is exactly what we do with clients, btw.) So, personality came to mind. Then-- improv 101-- “Yes, AND…” Personality, AND character.
People say “Oh that so-and-so is such a character!”
And what they really mean is, they’re unique, surprising, and funny.
Which is exactly what effective marketing SHOULD be.
So, tipping my hat to my musical theatre days, my censored clarification about what copywriting is – is it’s essentially character writing for clients so they make more money. Add that answer to my smart ass retort about letters – sweet, sweet, polysemy.
Characters as in people, and characters as in letters, and punctuation.
applause!
THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE!
"Wow! That's incredible! You make it sound so easy!
Did you always want to be a copywriter?
No, actually... it's a funny story...
"Growing up, I told everyone I wanted to be a “Mama Princess.” Which is 3-year-old for “Queen.” Clever, right?
I was never interested in "normal" kid things. No sports. No sweating. No Girl Scouts because *quote* “Mom, their vests are ugly.”
THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE!
I was really into vintage ads and The Andrew Sisters. I spent hours downloading, printing, and decoupaging old ads onto things. Very normal behavior for a 5th grader.
I needed an outlet, so I took up voice lessons.
Music led me from karaoke, to the stage where I met my husband, to the musical theatre major I abandoned to study PR.
After that, my resume became unrecognizable. My accomplishments included: “drives well in a hoop skirt, “adequate face painter” and “dog, dog, or dog balloon animal twister.”
I landed my dream job as a princess…for kid parties.
I worked at a magazine as an advertising intern by day, a PR student by night, and did the off-brand party princess thing by weekend.
And in case you don’t know – parents pay oodles for a ball gown & birthday song, so I had the bright idea to pitch a new marketing plan to my boss, and pitch myself as the Princess for the job.
I learned to speak “parent,” and taught myself everything I needed to know to:
✓ get more bookings
Did you expect a list? HA, I was 20 and selfish.
But it worked, and I grew to prefer "getting into character" through writing.
No wigs required.
laugh!
THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE!
"Look at that folks, she just brought the whole character thing full circle!
We'll be right back with Katie's hot take on the blands, I mean, bRands of today! Don't go away."
THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE! THAT'S YOUR CUE!
