Wednesday, June 29, 2011

Google takes another run at Social

It's a daunting task to knock Facebook off their mountain. Facebook has beaten back the giants like Microsoft (Myspace) in the past, and appear to be poised to take on the competition.

But Google doesn't take this lying down. Here, a social video carefully produced to introduce their foray into social.

Read more from the source article Ad age - Google Makes Another Play for the social web

Tuesday, June 28, 2011

Over 500,000 Android devices are activated every day

We've talked alot about Android devices in this blog. And for good reason. Android, on the mobile side, is activating 500,000 devices every day.

On the tablet side, it was announced that Blackberry's Playbook will also be able to run Android apps. This will give the Playbook access to more apps than the almighty Ipad.

Monday, June 27, 2011

Ad music shouldn't try and be all things to all people

They say clothes make the man/woman. In our business, music makes the brand. And let's be honest, if someone is driving along in the car and hears music that "feels in sync" with who the consumer is, they'll turn up the radio and lock into the brand. Seems so simple really.

But, as anyone who works with music overlay will tell you, it's not that simple. Music is such a tremendously personal thing. You can't be all things to all people. Music is what makes people feel unique. If a song is perceived as "selling out" or "corporate rock" certain personality subsets tune out.
If the arrangement is too strident it alienates certain demographics or psychographics.

The most successful campaigns decide specifically who they're going after, and choose music appropriately.

Being all things to all people when it comes to music choices for advertising, is the equivalent of taking a beautiful wine and adding water to stretch it out. You end up taking a mind blowing experience and watering it down to a limping shadow of what the campaign could have been.

Top brand professionals subset their approaches and create specific, targeted advertising to reach one target at a time.

Geico does this very successfully choosing MTV style ads to hit the young motorcycle crowd.

Here's an article that expands on the topic.


Friday, June 24, 2011

Creative Excellence Fridays - Volkswagen-trendsetting for 60 years

You can count on one hand, and the number of ads that became game changers; ads that rewrote how it's done. Volkswagen's legendary ad campaign started by DDBO is still influencing ad minds some sixty years later.

Who were Doyle Dane and Bernbach?
William Bernbach formed the shop along with colleagues, Ned Doyle and Maxwell Dane in 1949. It wasn't long after that they started creating the revolutionary ad campaigns of the 1950s and 1960s.

DDBO's radical approach was featured in the well researched Madmen.

Bernbach was one of the first to look past the surface needs of consumers and was determined to get into their heads. His strategy was to keep customers by creating and nurturing them as brand ambassadors. It's a strategy that has worked well for legions of advertisers ever since. Harley Davidson, Lulu Lemon and countless others have made the "exclusivity of the club" their number one drawing card.

Bernbach also pioneered a new visual approach, along with his chief creative design head Helmut Krone. They created a simplicity in their print that was so different from the norm, it couldn't help but stand out.

DDBO repeatedly used photographs as opposed to the expensive, highly touched up illustrations used traditionally by competing agencies, giving birth to consistent, unique, print ads that set the agency and brand apart from the rest.

Because Volkswagen’s advertising budget in 1960 was only $800,000. DDB’s minimalist, black-and-white technique, coupled with irreverence and humour, served Volkswagen's purposes. And each Volkswagen ad was designed to be a stand alone as a viable advertisement, creating further savings.

The 1959 Think Small Volkswagen series of advertisements were voted the No. 1 campaign of all time in Advertising Age The Century of Advertising.

Here's a 1960's commercial that set the pace.

In the spirit of trendsetting creativity, Volkswagen's current brand is continuing to be innovative with the latest campaign. A commercial about getting you to help them make a commercial.
It's social media supreme.

Thanks to Natalie Secretan from for this week's inspiration.

Enjoyed the topic? Read more here Volkswagen-Writing for designers"Writing for designers

Have a great weekend!

Thursday, June 23, 2011

Funny article for creative types

I never want to be looked upon as biting the hand that feeds me. And, honestly, I've been blessed with the clients I have had the last twenty years.
Every once in a blue moon however, if you work in the creative advertising and design arena, you come across an "interesting" client.

I wanted to share a hilarious dialogue with a designer and a client. I'm sure it's mostly fiction and exaggerated, but there are seeds of truth in everything. I found myself laughing out loud.

Here is the article by David Thorne.

"I am sick to death of dealing with you designers. Being able to draw and dressing like women doesn't make you special."

There are many things to be said for working in the design industry but as they are mostly negative, especially those regarding clients, I would rather write about robots.
If I was a robot, programmed to serve people all day, I would throw myself off a cliff. Working in the design industry is a lot like being a robot. A robot that curses its positronic brain for not allowing it to ignore the first law and attach spinning blades to its arms and take out the next human that states "that's nice but can we try it in green" or "can you make the text bigger?" Actually, scratch that, working in the design industry is more like being a whore. A dirty whore who has programmed their mind to find a happy place rather than be outraged by client requests.There are many things to be said for working in the design industry but mostly that it is like being a dirty robot whore.

From: Robert Schaefer
Date: Monday 8 November 2010 9.11am
To: David Thorne
Subject: Artwork

Hello David, Can you send me the artwork for our business cards you did last year. Finsbury Press has asked for the original files. I need the artwork before Wednesday so either this afternoon or tomorrow is fine.Thanks Rob
From: David Thorne
Date: Monday 8 November 2010 10.24am
To: Robert Schaefer
Subject: Re: Artwork

Hello Bob,
I have received your email but no longer work for that agency. Due to client account management that could be likened to that German dance where men in tights slap each other, the agency went from a thriving business with over forty clients to basically trading while insolvent. As there were very few clients, I spent most of the day playing a game called 'Staring at the wall wondering what happy people are doing' and answering calls by either ending each sentence with 'over' like talking on a walkie talkie then making that "kchsssch" noise or pretending to be a confused Cantonese woman. Once, I locked my office door and spent the day nude.In a last ditch effort to retain the few remaining accounts we had, we sent invitations to join us at a charity dinner to provide musical instruments for starving children. The dinner started normally with Thomas, the business owner, talking about his hair and a staff member leaving in tears after being accused of stealing, but went downhill from there. By his fifth scotch, the entire table, including the Managing Director of McDonald's, sat in embarrassed silence as Thomas cried while telling a story about how, when he was twelve, his dog Trevor died of testicular cancer. By scotch ten, Thomas had vomited onto the leg of the CEO of Bridgestone and perforated the marketing manager of Kellogg's arm with a fork while flamboyantly telling a story about his experience in a Phuket brothel.I penned my resignation the next day. While some may see this as the proverbial rat deserting a sinking ship, I prefer to think of it as quietly stepping out of a bathtub you have been sharing with four retarded children while they are busy arguing over who lost the soap.I would suggest contacting the agency and requesting your business card artwork before the owner swaps the art department computers for magic beans. Alternatively, if you would like me to recreate and send the files to you, I would be happy to help. I estimate this would take three hours at seventy five dollars per hour. Regards, David.
From: Robert Schaefer
Date: Monday 8 November 2010 12.17pm
To: David Thorne
Subject: Re: Re: Artwork

It's Rob not Bob and I already emailed them and they said they don't have the files and to contact you. I'm not interested in what you do at charity events and I'm not paying you $225 for artwork when I already paid you for the artwork last year. From: David Thorne
Date: Monday 8 November 2010 3.02pm
To: Robert Schaefer
Subject: Re: Re: Re: Artwork

Dear Bobajob,
You paid the agency to provide artwork and I no longer work for that agency. While generally a frontline supporter of questioning logic, this support wavers drastically in the face of providing free work.A few years back, I bought my first four-wheel drive vehicle from a dealership. The salesman who did the paperwork was named Roger. While on a camping trip several months later with my nine year old offspring, I parked the vehicle on a dirt incline near a river and set up the tent. The next morning, we awoke to find it had rained - turning the dirt incline into a slippery mud incline - and the vehicle missing with four tyre-wide grooves leading to the edge of the river. Realising my mobile phone had been on the rear seat of the vehicle along with our box of food, we sought out an ATM by riding a Coleman® inflatable air mattress down the river for two days to the nearest town. I will admit that during the voyage the thought of eating my offspring crossed my mind on more than one occasion but this was less due to hunger than his constant complaining of "Why do I have to hold on to the back while you ride," "Are we there yet?" and "I can't feel my legs." Making it home and reporting the vehicle as 'stolen', I went shopping for a new one the following week. I did not to turn up at Roger's front door requesting a replacement vehicle for the one I lost. While it is entirely possible Roger may have nodded, sympathised and explained patiently the structure of modern commerce, it is more likely he would have just called me a dickhead. Also, while three hours at $75.00 does equate to $225.00, the total cost to recreate and sent your business card artwork would be $450.00 due to the Jumping Frog fee. Regards, David.
From: Robert Schaefer
Date: Monday 8 November 2010 3.18pm
To: David Thorne
Subject: Re: Re: Re: Re: Artwork

You are seriously pissing me off now. I remember you from the meeting you were that idiot wearing a green Atari tshirt. Im NOT paying for work I have already paid for and 3 hours at $75.00 per hour is $225.00 NOT $450.00 - that is double. where the did you get double from and what the fuck is a jumping frog fee?
From: David Thorne
Date: Monday 8 November 2010 4.46pm
To: Robert Schaefer
Subject: Re: Re: Re: Re: Re: Artwork

Dear Bobsledder,
I remember you from the meeting too (specifically your haggling over pricing and questioning why animated gifs can't be used on your business card) but no, sadly the Atari clad individual would have been the owner. Nearing forty, he felt retro t-shirts and trucker caps like the cool kids wear, disguised the fact. Once one has seen his size 40 lower-half squeezed into size 32 skinny jeans like two parallel overflowing cake icing funnels, it can never be unseen. I would have been the other idiot wearing a tie and feigning interest in your business card requirements by appearing to take notes but actually creating an itemised list of things I would rather be doing, starting with #1. Being shot in the neck with an arrow.Sometimes when I am in meetings, I imagine I am a robot programmed not to realise I am a robot and if the code word 'quantifiable' is mentioned, I will explode. I never do though. Other times I imagine I am a small Indian girl collecting water for my village in brightly painted clay pots.
The Jumping Frog charge relates to an event early on in my career when I made the mistake of offering a client a fixed price for a two hundred page website. Once the design was signed off and the build completed over a three month period, the client requested that each page include a frog jumping around the screen because his wife liked frogs. Purchasing a frog from the local pet store and filming it by holding a camera above and a cigarette lighter behind to persuade it to jump, I spent the next two weeks incorporating it into every page of the website. A few days later, the client described the addition as "very annoying" and requested it be removed and replaced with a 3D animated frog jumping onto the screen, holding a thumb up, and speaking the words "jump on down and grab a bargain." After providing a quote for this, I was informed that the amendments would be made "under the original fixed price or no payment would be made at all." The next day, their home page was replaced with a single image of a frog giving the finger and a voice bubble stating "I jump for cash, bitch."After fifteen years in the design industry and realising the only difference between sitting in front of a computer facilitating client's requests and kneeling on the urine soaked floor of a truck stop bathroom giving five dollar blowjobs to men named Chuck is the amount of urine on the floor, the Jumping Frog fee has evolved from insurance against post-project client suggestion to client incentive to have somebody else do it. Regards, David.
From: Robert Schaefer
Date: Monday 8 November 2010 5.09pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Artwork

You have until 10am tomorrow morning to send me the business card artwork or you will hear from my lawyer. I am sick to death of dealing with you designers. Being able to draw and dressing like women doesn't make you special. You've got no idea who you are dealing with.
From: David Thorne
Date: Monday 8 November 2010 5.37pm
To: Robert Schaefer
Subject: Re: Re: Re: Re: Re: Re: Re: Artwork

Dear Bobupanddown,
That may be so but the label "some dick who wants free shit" does not require CSI profiling and while I am no lawyer, I question whether testimony comprising "I paid an agency to provide me files, I lost the files, I now demand some guy who used to work there give me new files" would have much legal standing but best of luck with that.I also question your dissatisfaction with the price I have quoted as I believe the original charge for your work by the agency was around eighteen hundred dollars. While the actual process would have consisted of ten minutes on for the background, two minutes pretending to consider a typeface other than Helvetica and ten minutes putting it together, this is standard design industry practice and listed under Direction, Design and Build on the invoice. I do understand your objection to the established system of exchange of money for services though and personally envision a utopian future where it is replaced with interpretive dance. We agree on a particular style that seeks to translate particular feelings and emotions into movement and dramatic expression in exchange for groceries or business card artwork. And we all own jetpacks.
In a moment of stupidity, I once agreed to design and built a website in exchange for yoga lessons. Contrary to what they would have you believe, you cannot actually embrace the sun as this would result in severe burns and your arms would need to be over one hundred and fifty million miles long. My favourite yoga move is the wriggly snake.Unfortunately, until I can pay my rent with mantras and expressing emotional intonations through grand eloquent movements and wide swooshes of the arms before spinning and dropping to the floor while wearing spandex, I will need cash. Regards, David.
From: Robert Schaefer
Date: Monday 8 November 2010 5.44pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Artwork

Fine. Send me the completed business card artwork tonight with an invoice. From: David Thorne
Date: Monday 8 November 2010 5.49pm
To: Robert Schaefer
Subject: File attached.

Wednesday, June 22, 2011

Online videos that go viral

I featured the Jennifer Aniston "sex tape" in a previous blog. It's obviously not. She took part in a very clever ad campaign for a water company. It was all very tongue in cheek and a lot of fun.

But was it successful? Well as of this morning it had 9.5 million hits. And it's received a ton of press. As Charlie Sheen would say. Winning.

But how does one guarantee a successful viral? Cats who can lift the toilet seat, or roller skating grandmas definitely give you an edge. But there are no guarantees.

Brian Quinton has some interesting observations in Entrepreneur Magazine.

Entrepreur Article - How to create Online Videos that Can Lead to More Sales."

Tuesday, June 21, 2011

Microsoft's Kinect technology

Microsoft appears to be constantly playing catch up these days. But in this arena they appear to be leading the charge.

Microsoft is using their Kinect technology to try and make ads more engaging.
The motion sensor technology will attempt to appeal to a whole different audience.

And here is the article from today's AdAge.

Interactive-TV advertising has long been a dream deferred, but Microsoft hopes it's figured out how to help make ads more engaging to consumers.

In a demo at the Cannes Lions International Festival of Creativity, Microsoft offered a look at five TV spots with which viewers can interact using its popular Xbox Kinect technology. Like the Nintendo Wii, Kinect allows users to control the video-game console through voice and gestures rather than a controller. It was rolled out late last year in a bid to soften the Xbox image as a haven for hardcore gamers and bring in more fare that's suitable for families.

Now it appears the technology may also be a boost to Microsoft's ad-sales efforts when the ads, dubbed NuAds (for "natural user"), are available in spring 2012. In Microsoft's view, interactive-TV ads have failed to take off because they put a big burden on marketers, forcing them to create unique spots that typically aren't reusable.


Monday, June 20, 2011

Rim stock.. do you believe

Here's what I don't understand. How can a company that invented the smart phone, not have enough innovation to keep up.

We may be counting RIM out too early, however my financial guy advised I sell on Friday. If RIM's playbook comes out with an exciting version 2, and Microsoft does actually swoop in to try and acquire the whole company, I may regret it. But for now, it's a wait and see.

Go Canada. Go Rim. Some fresh management/direction blood at the top is perhaps due. Hopefully not too little too late.

Friday, June 17, 2011

Creative Excellence Fridays - the voice of Peter Coyote

Creative Excellence Friday's today looks at a gifted actor who is probably better known for his narration skills.

Peter Coyote's voice stars in the latest series of Ipad II commercials. His voice is distinctive and truly in a class of its' own when it comes to imaging a brand.

His conviction of tone comes naturally, having been politically active for the democratic party as far back as Adelaide Stevenson.

Beginning in the early '80s, Peter began doing voice-overs, which led to a very successful side venture, now numbering over 120 films. His mellow voice, often compared to Henry Fonda's, won him an Emmy in 1992 for his narration of the "The Meiji Revolution" episode, part of the PBS American Experience ten-part series called "The Pacific Century." He continues to lend his rich voice to narrations for commercials and documentaries and often donates his voice to films that support issues close to his heart.

Peter Coyote has a reputation as a "zero defect guy." Coyote was quoted as saying, "I can do an hour-long documentary voice-over in an hour and 15 minutes.

Here he narrates a documentary on San Francisco. "The Paris of the Pacific"

Perhaps the conviction of his read comes from the conviction of his politics.

Peter makes his home in Marin County in Northern California since the early '70s. An avid outdoorsman, he is also a passionate songwriter, guitarist and amateur photographer. He has two grown children and has been married to Stefanie Pleet since 2000.

Thursday, June 16, 2011

Social network increasing faster than expected

It's probably no surprise that social networking sites are becoming popular faster than pundits expected.

Mashable released an interesting article detailing some of the findings.


Social networking use has doubled since 2007, and it’s all thanks to Facebook, Twitter and an array of other social companies reaching record traffic highs.

comScore’s latest numbers are out, and they paint a familiar story: social networking is on the rise. It’s the rate of growth that’s surprising, though.

According to the web analytics firm, the average online user in the U.S. now spends nearly 16% of his or her time on social networking sites such as Facebook, LinkedIn, Tumblr or Twitter. That’s up from just 8% in July 2007. In the last year alone, social networking use has increased by approximately 25%.

The biggest reason for the increase in social networking is Facebook and its 700+ million users. In August 2005, Facebook was tiny compared to MySpace, its primary competitor. Facebook attracted less than 10 million monthly U.S. visitors, compared to MySpace’s 20+ million.

Wednesday, June 15, 2011

Netflix was only the beginning

The demise of Blockbuster was not a big surprise to anyone. Netflix was the first to make the huge splash offering digital download streaming, but they are certainly not the last.
Our standard cable and satellite companies all saw the trend and created substantial direct view divisions to try and stem the tide. However, 8.00 a month is a price point that has pulled a lot of marginal tv watchers over. I say, marginal, because Netflix offers older offerings. If you're about the latest and the greatest, you'll likely find Itunes or another digital delivery system more to your liking. The market will settle with new players finding niche entertainment offerings. The net net of this whole discussion is that by 2015, a much higher percentage of people will be "digitized" and not tied to the big clunky family monster screen. It's happening faster than many had predicted. I do believe however, family time will still have everyone gathering around a big screen to watch a collective movie together. But the spare tv in the bedroom or den has been replaced with a tablet in the backyard, the basement or anywhere someone cares to be within the wi-fi network.

Here's the article referenced Hollywood Reporter

Monday, June 13, 2011

E Harmony bio video - 5 million hits - 3 minutes we'll never get back

Over 5 million people have spent over 3 minutes watching, what was perceived to be, a woman self destructing as she recorded her eharmony bio and uploaded to Youtube.

No one can love cats.. that much. And no sane, non institutionalized person would actually upload that video after recording.

Thus, it's a hoax. According to Mashable, the video, starring “Debbie,” appears to have been made by a YouTuber named Cara, whose channel features two other spoofy videos. The cat one, however, has been racking up the views and popping up on viral blogs over the last few days.

We really need to get other hobbies. At least I know I do.

Friday, June 10, 2011

Creative Excellence Fridays - the vacuum edition

A friend passed this ad on to me earlier this week, and I was so impressed by the production values I felt it was worthy of a Friday go round.

The positives.
  1. Creativity
  2. Stellar production values
  3. Great casting
  4. Theme built around the product sell points
The negatives
  1. Only one. The ad takes a little too long to get there.
Here it is. Dirt Devil.

As our friends on the shopping channel like to say, that was a show stopper.

A chief competitor to Dirt Devil is Dyson.
This brings us to the age old question.
Entertainment value verses technology triumph.

The Dyson commercial is not particularly entertaining. But it wows you with their "technological superiority".

Which vacuum commercial will sell more vacuums? If you're a hard facts personality, you may go for the technology Dyson approach. If you have more of a playful disposition, the Dirt Devil may win your heart.
But in a battle of pure impressions, here's something worth considering.
In a social media viral world of simply getting in your grill, the Dirt Devil commercial got 700,000 impressions. The Dyson commercial, 1300. That's 70-1 views/impressions in favour of Dirt Devil.

You be the judge.

That's it for this week.
As always, comments and suggestions for this feature are welcome and encouraged.
Have a great weekend.

Thursday, June 9, 2011

Video gives your social media a huge boost

Video gives your social media campaigns the power boost they need.

There's a huge demand for video. U.S. audiences viewed nearly 28 billion online videos in November 2009 alone. Statistics don't lie. Over 37 million people watched the VW Darth Vader Superbowl ad on YouTube.

Ensure your video has quality production values. Poorly executed video is the same as a poorly executed website, brochure or business card. First impressions are everything. And because of the power of video to boost your search rankings, that may very well be the first impression thousands of potential customers see.
Here are some quick tips on ensuring quality.

1.Professional camera. Shoot on something that doesn't make your head look like it's a fishbowl.

2.Professional background. The laundry hamper in the background is not going to instil feelings of reassurance with your video blog following.

3.Dress for success. No I'm not saying wear a suit. But dress as you would if you were going to a business mixer. A ball cap and unkempt hair is not a good look if you want people to hire your business.

4.Graphics. Add "on brand" graphics to your video. It reinforces the message and makes your over all video look much more professional.

5.Length. Don't viewers are busy people. Get to the point.

For more information and tips, drop by our social video site,

Monday, June 6, 2011

Xmen and Farmers Insurance

As traditional advertisers try to reach past the clutter of PVR's and online viewing, cinema cross promotion has become a much bigger importance in many national marketing strategies. Farmers Insurance is deemed to be "your parents insurance company" simply by the mention of the word farmers. They have taken an aggressive stance with the cross promotion with the sure to be blockbuster Xmen sequel. If you haven't seen the commercial, it's quite well done and features Canadian comic actress Jennifer Baxter. (I like your hair!)

Friday, June 3, 2011

Creative Excellence Fridays - The Courier Edition

Canada Post is on strike. Again. And in honour of our postal carriers, who have a bit of time on their hands this week, we offering Creative Excellence for couriers and carriers.

Our first offering is from the USPostal Service. The message is sweet, the gag a bit weak, but it get's the main selling point across.

Next up, another instant classic from FedEx. This spot is brilliant because the entire commercial is built around emphasis, emphasis, emphasis of a little known pocket of FedEx business; Fedex is great for non-urgent business too!

Note how the sell message is even tatooed on the president's back.

UPS needed to stress how their complex network infrastructure gets your package there with a minimum of complications. They called it "logistics". A phone call, a purchase of the rights to use the melody "That's Amore", some new lyrics, fancy graphics and voila.

That's it for this week. As always, comments and suggestions are always encouraged.
Have a great weekend.

Professional online social video
Professional video for social media

Wednesday, June 1, 2011

Is Google a training ground for Facebook employees?

Great article from Ad Age Digital today making reference to the brain drain from Google to Facebook.

Link for the article above.

The Burson-Marsteler debacle -- Facebook's disastrous attempt at an anti-Google smear campaign -- is an example of how heated things have become between the search giant and the social network. Indeed, this is Silicon Valley's new big rivalry, and we see it playing out on many fronts.

What makes this contest especially interesting -- and fit for a "Knots Landing" script -- is that almost all the key executives running Facebook used to work at Google. And now they want to crush Google. A quick search on LinkedIn (admittedly, not 100% accurate) shows that 358 current Facebook employees used to work at Google. (Facebook's new campus fits 3,600 people.)

Why is talent leaving Google for Facebook? There is the perception that Google has peaked and is headed for decline. Really, what more can it do with search? And -- barring a miracle -- it pretty much failed at social. Google's 26,000-person workforce creates the kind of bureaucratic slog that deprives creative minds of oxygen, forcing entrepreneurial execs to run for a breath of fresh air.

In response, Google has been forking over enormous pay packages to get key folks to stay. But the top ex-Googlers at Facebook have already made mountains of cash at the search engine; now they're positioned for another windfall with Facebook's mega IPO on the horizon.

Silicon Valley has a long history of tectonic rivalries -- Google vs. Microsoft, Intel vs. Apple. Big difference? The Googlers who run Facebook know the enemy all too well. Know any other key ex-Googlers working at Facebook? Let us know in comments.

Sheryl Sandberg

Position: Chief Operating Officer
Google history: VP-Global Online Sales and Operations, 2001-2008
Facebook start: 2008

When Sheryl Sandberg first got to Facebook, she was described by some as the "grown up" hired to make sure the company turned a profit. Ms. Sandberg, 41, is definitely a grown up when compared to Mark Zuckerberg, 27. She's been an economist at the World Bank, a chief of staff at the U.S. Treasury Department under President Bill Clinton, and instrumental in launching during her Googleplex time. Mr. Zuckerberg didn't even finish college. The two did attend the same school (Harvard). But besides being an adult with an impressive curriculum vitae, Ms. Sandberg comes to Facebook with Google's secrets in her pocket. After all, she worked there for almost a decade. As COO, Ms. Sandberg makes the decisions that bring in the cash. She often points out that the kind of advertising potential that exists on Facebook is many times larger than search/display performance marketing.

Bret Taylor

Position: Chief Technology Officer
Google history: Product Manger, 2003-2007
Facebook start: 2009

Bret Taylor didn't just work at Google, he co-created and launched Google Maps and started Google's first developer conference, Google I/O. And when he left Google, he didn't just create a startup, he founded FriendFeed. Mr. Zuckerberg wanted Mr. Taylor to work at Facebook so bad that he bought his company (for a reported $50 million) and created the CTO role just for him. Some go so far as to credit Mr. Taylor with inventing the "Like," since back in 2009 FriendFeed had an "I like this" button that Facebook supposedly cloned. Once at the company, Mr. Taylor played a key role in building out the Facebook platform, including the Open Graph. In 2006, Mr. Taylor received the Founders' Award, the highest honor given to a Google employee. Et tu, Bret?

David Fischer

Position: VP-Advertising and Global Operations
Google history: VP-Global Online Sales and Operations, 2002-2010
Facebook start: 2010

Here's where the Facebook/Google connection gets extra fun. Not only did David Fischer work with Ms. Sandberg at Google, they also worked together as policy wonks in Washington. Ms. Sandberg was Mr. Fischer's boss when they worked at the Treasury Department. Some of the best Mad Men started out as journalists, and Mr. Fischer is one of these gifted ones -- he covered the 1996 presidential election as the associate editor of U.S. News and World Report. During his seven years at Google, he helped build Google's online advertising network into the largest in the world. Recently, Mr. Fischer spoke to Ad Age about his ever-changing role at Facebook, saying: "People, really, is the operating system that drives all of our behaviors. It's the organizing principal that drives us. I'm seeing that come to life via Facebook. That's why I came here."

Elliott Schrage

Position: VP-Global Communications, Marketing, and Public Policy
Google history: Global Communications and Public Affairs, 2000-2008
Facebook start: 2010

Elliot Schrage's move from Google to Facebook was so scrutinized that Mr. Schrage's job interview ended up an item on Gawker-owned Valleywag. With Facebook's growing public-policy problems (then as now), the social network needed a communications flack who was more than the usual Silicon Valley player. And here's the Sheryl Sandberg connection again -- she recruited Mr. Schrage to Google from the Council on Foreign Relations. Looks like the same trick worked twice. Mr. Schrage's China experience -- he testified on behalf of Google in front of Congress on the matter -- is coming in handy as Facebook looks to establish a presence there. It's not clear whether Mr. Schrage signed off on the Google smear campaign, but as the person in charge of all communications he had to know something was up. A year ago, Mr. Schrage's Q&A about privacy with The New York Times caused quite an uproar and Pulizter Prize-winning reporter John McQuaid called him "infuriating" and "condescending." Mr. Schrage earned -- count 'em -- three degrees from Harvard and served as an adjunct professor at Columbia University and Columbia Law School. But before locking him up in the Ivory Tower, let's not forget he also worked at The Gap.

Barry Schnitt

Position: Director-Corporate Communications and Public Policy
Google history: Communications and Public Affairs, 2000-2008
Facebook start: 2008

At Facebook, Barry Schnitt has had to deal with breastfeeding, the Holocaust and, of course, privacy -- just a few fires put out by him as head of corporate communications. With Facebook constantly in the public eye, Mr. Schnitt's responsibility "for protecting the company's reputation" keeps him busy -- a search for his name comes up with tons of quotes by him, defending and explaining Facebook's moves. Mr. Schnitt worked at Google at the same time as Mr. Fischer, Ms. Sandberg and Mr. Schrage -- the big bosses at Facebook. And like those big bosses, Mr. Schnitt also has a background in politics -- earlier in his career, he was a legislative aide to California State Senator Byron D. Sher.

Emily White

Position: Director of Local
Google history: Director of Emerging Business, 2001-2010
Facebook start: 2010

Sometimes described in the press as Ms. Sandberg's protege, Emily White was Google employee No. 230 when she joined the company in 2001 with an art degree from Vanderbilt University. AdWords had just been launched -- and it was her job to figure out the advertising and sales strategy. Clearly, Ms. White did an incredible job. She went from AdWords to running ad sales for the Asia, Pacific and Latin America regions, and before her departure was director of emerging business. Her job hop from Google to Facebook undoubtedly had a lot to do with Ms. Sandberg and Mr. Fischer, who were Ms. White's bosses at Google and are again her bosses at Facebook. Ms. White is in charge of local directives at Facebook, and has already launched Deals, Check-ins and Places -- products competing with Foursquare, LivingSocial and Groupon.

Ethan Beard

Position: Director of Platform Marketing
Google history: Social Media Director, New-Business Development Director, 2003-2008
Facebook start: 2008

With Google's fitful efforts in all things social media, it's no surprise Ethan Beard ended up at Facebook -- being social media director at Google must have been understandably frustrating. Facebook gave him wings to fly. Mr. Beard is a major force in Facebook Connect, which spread throughout the internet like wildfire. And even though Mr. Beard started out as a Wharton School of Business graduate structuring derivatives at Bank of America -- which sounds pretty square -- he also worked at MTV. Mr. Beard works closely with the Facebook Developer Network, so he's a well known name on the Developer Blog.

Lexa Pope

Position: Director-Online Sales and Operations, North America
Google history: Online Sales and Operations Director, AdWords North America, 2000-2008
Facebook start: 2010

Lexa Pope worked directly with Ms. White at Google, running North America's online sales operation for almost 3 years. Altogether, she worked at Google for the better part of a decade -- the same time frame that includes many of the recent converts to Facebook. Ms. Pope didn't leave Google directly for Facebook, but consulted at Mixer Labs (co-founded by ex-Googler Elad Gil), which was bought by Twitter for $5.17 million in stock. Mr. Fischer's recommendation of Ms. Pope on LinkedIn states that "she would be an extraordinary addition to any team at a fast-growing company."

Amin Zoufonoun

Position: Director Corporate Development
Google history: Director Corporate Development, 2003-2011
Facebook start: 2011

Amin Zoufonoun was hired to lead Facebook's M&A efforts. He got plenty of experience at gobbling up companies as Google's No. 2 corporate development executive. At Google, Mr. Zoufonoun orchestrated the search giant's first acquisition of a publicly traded company (On2) and many of the most strategic acquisitions and investments, including Metaweb, Feedburner and GrandCentral, aka Google Voice. In 2010, Google went on a shopping spree, buying 40 companies under Mr. Zoufonoun's direction. He's not only a business guy -- he's also a coder and a lawyer, getting both degrees from Santa Clara University.

Grady Burnett

Position: VP-Global Sales and Operations
Google history: Online Sales and Operations, 2005-2009
Facebook start: 2009

At Google, Grady Burnett was the head of sales at AdWords, the pay-per-click, search-term advertising platform that is Google's primary source of revenue. Mr. Burnett was in online sales at DoubleClick in 1998, a decade before Google bought it and the year Mr. Zuckerberg turned 14. For Google, he worked in Ann Arbor, Mich., Google's third-largest office. But to run Facebook's online advertising sales, he moved his entire family to Palo Alto, Calif., telling Crain's Detroit Business that it was a hard decision. As Facebook pushes to increase its profit margin, experienced VPs such as Mr. Burnett are essential to its success -- and potential dominance over Google in online and even search advertising.

Matthew Papakipos

Position: Director of Engineering
Google history: Engineering Director, Chrome, 2007-2010
Facebook start: 2010

Matthew Papakipos, director of Chrome OS and the Chrome hardware project, announced he was leaving Google for Facebook in a tweet -- "Now that Chrome OS & WebGL are in good shape, it's time for something new. I'm going to work @ Facebook! Love the product and team. Woot!" This was a rough talent leak for Google, as Mr. Papakipos didn't only lead the Chrome project -- he started it. He must have wanted to get to Facebook extra bad -- he left Google before Chrome was even launched. Before Google, Mr. Papakipos co-founded PeakStream, a software developer that Google bought in 2007. A few months after Papkipos left, he was followed by a Chrome teammate, David Garcia. Is Facebook building a browser?

Alexandre Hohagen

Position: VP-Latin America
Google history: Latin America Managing Director, 2005-2011
Facebook start: 2011

Google is losing talent even outside the U.S. -- Alexandre Hohagen was Google's top executive in Latin America until earlier this year, when he jumped ship to do the same job for Facebook. As the man who ran Google in Brazil, Mr. Hohagen was busy -- after all, Google's social network Orkut made an enormous impact there. Google moved Orkut operations to Brazil in 2008. But Facebook is catching up faster than you can say "Friend me" and a big part of Mr. Hohagen's new job will be to overtake Orkut.

Erick Tseng

Position: Head of mobile products
Google history: Senior Android Developer 2006-2010
Facebook start: 2010

When Google loses the Chrome guy and the Android guy, it's time to start speculating about a Facebook browser and a Facebook phone. For four years, Erick Tseng worked on the Android and was a part of the work on Nexus One, the Google phone. Mr. Tseng has been around the tech world, going from Microsoft to Yahoo to Google to Facebook. (Granted, he only stayed at Yahoo for three months.) This guy is obviously a geek superstar; he has a degree from MIT and an MBA from Stanford. Mr. Tseng, like a few others, announced his Google departure via Twitter: "About to begin a new, exciting chapter in my life. Heading to #Facebook on Monday to help innovate at the intersect of mobile and social."

Lexi Reese

Position: Director-Local Sales, New York
Google history: Director of DoubleClick, 2007-2011
Facebook start: 2011

Losing the director of sales for the DoubleClick Ad Exchange was another blow to Google. Lexi Reese is an East Coaster, leading the Google online sales team in Boston. For those who need a refresher, Google bought DoubleClick in 2008 for $3.1 billion. You can imagine how much money it made for Google since. Ms. Reese worked with DoubleClick clients such as Microsoft, General Motors, Coca-Cola, Motorola, L'Oreal, Palm, Visa USA and Nike -- and she's bringing those relationships with her to Facebook.

Greg Badros

Position: Engineering Director
Google history: Senior Director Engineering, 2003-2009
Facebook start: 2009

As head of the AdSense engineering team, Mr. Badros helped Google earn billions. His LinkedIn profile states that between 2004-2007 he was "responsible for Ads, focusing on AdSense." He also directed teams that created on Calendar, Reader, Gmail and Orkut. All that experience is now Team Facebook.

Mark Heynen

Position: Mobile Program Manager
Google history: Strategic Partner Development, 2006-2010
Facebook start: 2010

Mark Heynen is another Android developer like Mr. Tseng. He now works with partners on the mobile ecosystem to embed Facebook in mobile devices. That, and Facebook for Android, of course. At Google, he created content partnership deals and ran content programs. Before Google, Mr. Heynen founded a travel and retail analytics startup in London, and ran it as CEO for five years, growing it to over 250 staffers in three countries with clients in 18 countries before selling it. The international experience of his travel company is of critical importance as he works to making sure Facebook can be used on thousands of devices and hundreds of carriers worldwide.

Maz Sharafi

Position: Senior Manager-Local Monetization
Google history: Strategic Partnerships Local Markets, 2008-2009
Facebook start: 2009

Maz Sharafi is responsible for Facebook's go-to-market strategy and execution for local. Prior to Facebook, MR. Sharafi worked in Google's Local Reseller Partnerships team, where he managed half of the North American partner portfolio and team. Another feather in Facebook's local cap.