For 18 years, Park Howell has been the owner and chief storyteller of Park&Co, an advertising agency in Phoenix, AZ that exists to build movements that matter.
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Is your neighborhood donation bin laundering your clothing to for-profit retailers?
"Clunk, slam!" is the hollow thanks you get when a collection bin devours your donated items. You may think that the sack of clothes you just stuffed through the metal orifice is going to help a charity. Chances are, it won't. More likely, your kind contribution will line the pockets of a for-profit thrift operator. There is no real donation involved – presenting something as a gift, grant or contribution – although the for-profit entity that hoodwinks you out of your ...
Success at being “green” starts with consumer convenience
Why do you think people donate their stuff to Goodwill, the ultimate green recycling operation? Is it because Goodwill's workforce development programs are a great cause, and they know that the sale of their used items will help put people back to work? Or perhaps it's because they know their used clothing and household items will help families that are less fortunate, especially in this rough economy? Or by donating to Goodwill do they feel they are doing their part to ...
Advertising innovation begins with being “Ingeniously disruptive”
"What does innovation in your industry mean to you?" was the question the video producer threw at me. Tough call. Being in the advertising business – the world of "creativity and commerce" – we have to find ways to be innovative every day. It's part and parcel of our success. The question originated because Park&Co is among the ten finalist for the Phoenix Chamber of Commerce IMPACT Awards. The chamber is producing a short video on each company for the May 19th ...
Sustainable Storytelling: How a Word is Worth a Thousand Pictures
When was the last time you found something shopping and mentally yelled, "Scooooooooore!"? You pictured yourself knifing your arms above your head like a Super Bowl ref signaling a touchdown. You did a silly little, "Uh huh, that's right, I'm bad" dance between your ears. We all know the feeling. It's those emotional cues that prompted our new outdoor campaign for Goodwill of Central Arizona. We married one item with one word to conjure up a thousand rewarding pictures in the minds ...
Putting Faith in Carbon Offsetting is a Bit Like Grabbing an Electric Fence
Ever since we announced our agency was working toward becoming carbon-neutral, we've received both cheers and jeers. Some call us "forward thinking." Others call us "ignorant" for taking part in the carbon credit "racket." Which, of course, reminds me of a story. Our son Caedon, (he's not ignorant), who turned 16 yesterday, has always been headstrong. He learns by doing, like grabbing an electric fence to see what happens. The conversation went something like this when he was five-ish: Caed: Dad, what's ...