Me, Kenny Loggins & Reinvention

Lisa Proctor & Kenny LogginsJust had dinner with one of my favorite people on the planet— Kenny Loggins, an extraordinary artist and even more amazing man.

Kenny and I first met more than a decade ago when we worked together on a renewable energy brand; Green Mountain Energy. My job as a creative director was to craft the voice of the brandand I created TV spots, print ads, radio commercials, event messaging, direct response and more. Kenny, a passionate environmentalist, was the brand spokesperson. With Kenny’s help, our creative team did some stunning work—growing from zero customers to more than 500,000 in just a couple years, building demand for wind power and receiving an international Financial Times Award for Best Marketing.

Those were years filled with passion and purpose. Today as president and creative director of my own Minneapolis/St. Paul based advertising and marketing agency that specializes in green marketing, wellness advertising and social change, I feel that same passion. So does Kenny.

Marketing is about adaptation. Evolution. And reinvention. Kenny taught me much personally and professionally during our years working together. And he is teaching me still, as he adapts. Evolves. And reinvents—always following his heart. Always following the creative juice.

The juice for him now is his new band, The Blue Sky Riders. This trio of gifted and accomplished singer-songwriters are creating a sound that is authentic, unforgettable, alive…and well, supremely juicy. These artists are now stepping forward in their new Huffington Post blog and giving voice to a message that amplifies their music. Check out Kenny’s first post.

His body of work for more than 30 years has proven to be a soundtrack for our lives. Today is no different as he speaks to the power of reinvention, the gifts that emerge from unexpected change and the beauty of rediscovering ourselves. Again. And again.

Talking with Kenny, I know that whatever the future brings, I can dance my way through it. Let go. And always simply cut Footloose.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Marketing, Like Friendship is Organic

Luciana Freire, Lisa Proctor & Mindy Bauer

I love food.

Especially when it’s organic. So when in Santa Barbara recently, I found bliss at my new favorite organic restaurant—Blue Agave.

Like friendship, when great food and great organic come together, the experience is well…a match made in heaven. And thanks to restaurants like Blue Agave, you don’t have to settle for anything less.

Organic food not only is more nutritionally dense, it tastes better and doesn’t contain GMOs or toxic pesticides. To say nothing of the fact that organic food supports the health of the planet and farm workers.

As a leader in the arena of marketing organic food, I’m all for the win-win of organic. So join me in raising a glass of organic wine to a healthy future. A future where organic entrees on menus across the nation is the norm—not the exception. And a future where marketing is as organic as friendship.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 

Me and Super Bowl Joe

When it comes to the Super Bowl, it’s all about supersizing. This is an event where bigger isJoe Schaak & Lisa Proctor better. You see it in the players, the crowds, the halftime show, the parties—and then there’s the commercials.

Those 30 second micro stories that businesses spend big bucks producing and sometime even more placing. And then there’s the real unsung Super Bowl heroes. Commercial directors. That’s where me and super star, Super Bowl Joe come in.

Joe Schaak, great guy, great friend and even greater director was the talent behind the Century 21 spotfeaturing Donald Trump. Deion Sanders and Apolo Anton-Ohno.

As the president and creative director for a Minneapolis advertising and marketing agency that specializes in working with brands and businesses that effect positive change in the world—including categories like wellness marketing, green advertising, the organic industry, social change communication and more, I know the work and long hours it takes to create those few seconds of brilliance.

This year, as director, Joe was part of the creative energy behind the light that lit up flat screens across the nation. And as someone who is not a lover of football, but definitely a lover of good creative—it was great fun to have a beer and sit beside Joe, his family and friends as his spot became part of this year’s Super Bowl, supersized history.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Marketing with an Open Heart.

Lisa ProctorMore than twenty years ago, when I became one of the first marketers in the U.S. to specialize in the organic industry, wellness marketing, green advertising and renewable energy marketing, many of my colleagues thought I had lost my mind.

They said I would never make a living. That the niche was too narrow. That the market didn’t exist.

They were right. I had lost my mind. But I had opened my heart. Today my business continues to thrive.

One of the extraordinary things about a business like mine is that there is pure alignment between my life and my work.

So when meeting with YogaSamba creator, Luciana Freire in Los Angeles, we spent the morning practicing yoga on the beach.

Not only is Luciana one of my favorite people on the planet, this beautiful Brazilian yogini is bringing a whole new dimension to yoga.

So if you’re looking for balance in your life, YogaSamba is a celebratory way to dance your way into it. This practice is the embodiment of yin meets yang. Cobra meets Copacabana. And resting pose meets Rio. Her class not only opens your hips. It opens your heart. So how do you market a brand like this? With an open mind—and positioning that speaks to the heart.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Diving In.

As the president and creative director of firefly180, an advertising agency that specializes in greenLisa Proctor marketing, organic branding, social change marketing and the LOHAS (Lifestyles of Health & Sustainability) consumer, clients often come to me uncertain about where to begin. The answer is easy. Just dive in!

While in Los Angeles meeting with a client, I did just that. Literally. And figuratively. While diving into the Pacific in January may not be for everyone, it’s an experience you won’t want to miss.

It’s the paths less traveled that bring the most memorable
 results.

And this is one of them. Pure fun. Pure awakening. And pure letting go of what most people would consider. Of course, when diving into marketing, there’s aways a plan. At firefly180, we start with brand architecture and strategy and build creative from there. It’s the same when diving into a wintry ocean. Only that plan includes lots of towels, followed by a long soak in a hot tub.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Reversing Your Warrior

Lisa Proctor & Suzy SchaakThe business of heading an advertising and marketing firm can feel like a competitive space.

So can running a yoga studio. But I’ve found, along with my friend and client Suzy Schaak, owner of Pure Yoga, that there’s always enough clients, business and growth for all.

We’ve chosen to reverse our warrior.

Like this elegant yoga pose which opens to the infinite, business in the green, wellness, LOHAS (Lifestyles of Health and Sustainability) yoga marketing and yoga advertising arenas, there is infinite opportunity. Clients, students and customers are naturally drawn toward brands and businesses that speak their language. That align with values and philosophies. And that allow them to feel heard and nurtured.

Businesses that operate in fear and constriction miss the opportunity to expand. But by opening, trusting and allowing, they’ll find— along with Suzy and me— that increasing your bottom line starts with increasing your capacity to reach higher.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

2012—The Year of Awakening

It’s a new year. A new beginning. And unlike the forest which is still sleeping, 2012 is just beginning to open its eyes. How this year unfolds is up to eachLisa Proctor of us.

Since we are the change we hope to see, we can start to shape 2012 byexpressing gratitude for all the experiences good and not so good that have brought us to where we are today.

I often go to the woods to reflect. Celebrate. And recharge. Today as I as I sit in the trees near my fire pit, I can’t help but be inspired.

While the world spins, politicians shout for attention, tragedies occur and reality TV stars appear on magazine covers—nature remains steadfast. This life stream is our center. It anchors us. And with each passing season reminds us of the cycles we experience in our own personal and professional lives.

As the head of a green advertising agency near Minneapolis where I spend my days working on brands that create change in the world, I can’t help but bring in the new year with thoughts of more greenness. More new beginnings. More hope. More confidence in the inherent goodness in all of us. And more awakening.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Let it Shine.

Lisa ProctorToday is the winter solstice. One of my favorite days of the year.

Living here near Minneapolis, it’s dark before 5pm. This is a time of going deep into the quiet. And it’s a time to rediscover that the light we seek actually comes from within. It is in the darkness that we shine most brightly.

As I worked this week creating ad campaigns, motion graphics for websites and brand architecture for clients in progressive business, the organic industry, wellness marketing and social change, it struck me that the process of creation is much like the solstice. Every time we are called upon to create, we face darkness. The unknown. Whether putting words to a page or computer screen, the fact is, the surface is always blank. Dark.

What gives creative force life, is the light we bring from within. It’s the knowledge, intuition, instinct, experience and knowing that we call upon in partnership with our clients that makes great advertising and marketing. This is our time to shine brightly.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

A Gift From Nature

I never tire of watching the world below from the window of an airplane. Clouds becomesand trees desert dunes, highways become human arteries and lakes become rain puddles.

There’s always something new to discover. And I found it recently while walking along an Atlantic beach. The ocean created a forest of trees in the sand. It seemed so obvious in the moment and I wondered why I had never noticed before.

The same is true for great advertising and marketing. Sometimes it is the most simple messages that have the most lasting and profound effect.

I’ve spent my career working with LOHAS (Lifestyles of Health and Sustainability) Consumers, green marketing, organic branding and social change communication. My team and I strive for simplicity amidst the complexity. This is no small task. But the result is worthwhile.

Sometimes it is the most simple message that is most obvious. Even when we’ve never noticed it before.

it’s no surprise that extraordinary wisdom is found in nature. She has a story all her own. We need only attune our eyes and ears to see the forest through the trees.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Marketing Out on a Limb

Nature has much to teach us. Even a tree can become an office chair for an afternoon—especially during a visit to the east coast on an uncharacteristically warm winter day.

As the president of a progressive, socially and environmentally. mission-driven advertising and marketing agency near Minneapolis, it’s no accident that my Twin Cities office is in a natural setting.

What better way to craft strategy and creative for green energy campaigns, yoga marketing, Lifestyles of Health and Sustainability (LOHAS) marketing and wellness advertising, than with the sky above me (skylights) and miles of native grass and wildflowers out my door.

Nature is all about cycles. While messaging and graphics often change to reflect the “season”, each cycle brings new growth and discoveries.

So let’s take it from nature and spend some time celebrating the cycles while approaching marketing fearlessly—even when you find yourself out on a limb.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.