People often say they remember major life/world changing events — assassinations, deaths, disasters, etc. — by where they were. They vary from generation to generation. I don’t personally recall when JFK was shot (I was a wee lad) but my parents certainly do. But pretty much anyone who might read this will recall where they were on September 11, 2001.
In memoriam
My own story is rooted in my being a born and bred but now ex-New Yorker. And also as a roving ad agency new business pitch leader. You may think this sounds immediately pithy — Eric, how can you talk about something so trivial as advertising and your silly job when so many people lost their lives. That’s fair to say, but the fact is this was the way it happened to me, and I’ll not forget it as long as live. Writing it here today is my way of sending my own thoughts and prayers to all those who were less fortunate than I that day.
The story actually began about 8:30 am, Sept. 10, 2001. Our Delta flight banked in low, right over the financial district. It was a beautiful clear morning and a team of us were coming from Atlanta for a final presentation in our NY office. We were then part of the Bates global network, which since became part of JWT. I was in a left window seat, sitting with my friend and then colleague Jamie Slotten. One of us said, “wow, look at the World Trade Center, I’ve never seen it from so close in the air.”
And it was true; I’d flown into the City dozens of times, but had never followed this exact flight plan. We marveled at its magnificence in the early morning light. It was so close, we felt like we could touch it. Who knew that would be the last time we’d see it. And how strange in hindsight to have had a reason to discuss it. While I’m not especially religious, to this day I feel divine intervention was at work, giving me a chance to see my beloved New York, the way I remembered it, one last time.
A Symbol scanner
We were pitching Long Island based Symbol Technologies, an amazing but low profile company that, if people did know them, it was for their ubiquitous super market bar code scanners. But they deserved to be known for much more. Aside from being a pioneer in driving the adoption of bar codes, they pretty much invented Wi-fi, though they didn’t call it that then. They were so far ahead of the curve, they hadn’t realized the broad consumer value it could possibly have. For them it was merely an ingenious means of allowing hand held scanners used in warehouses and factories to “bloop” things (my own slang for scanning something, from the sound it makes) so the scan would transfer back to the network.
But their management had realized it was time to take credit for the amazing things they’d done and had coming. And they’d turned to us, along with two other finalist agencies, to talk about bringing their story to life.
The meeting at 3 pm or so went quite well. The clients congratulated us and said they’d make a decision the following week. Then we zipped off to LGA to get home. But an ominous storm blew in, planes was grounded, and it was after 11 pm when they finally cleared our plane to depart; the only Delta flight that night I believe to get out.
We landed well into the early morning. On the drive home 30 miles North of the city, I got a speeding ticket doing about 75. The only one I’ve ever got in a city that drives 80 even in heavy traffic. It was 3:30 am! I was the only car on the road, one mile short of my exit. Come on officer, I’ve been on the road since 4 am yesterday. $150!? Arrggghhh. At least the pitch went well.
I’d only gotten about 4 hours sleep when the phone woke me. Put on the TV, something happened… shock, disbelieve. I was just there 24 hours ago. It was a plane? Oh my, another!
Like everyone, I was in shock. But for me, though I didn’t end up knowing a soul who perished that day, I took it very personally. It was my City. They were my People. I was just there. And it could have been me.
A few days later, I learned our friends at Symbol had an even closer brush. They’d stayed in the City that night for an 8 am meeting at a rival agency and their office was in lower Manhattan. The pitch was going on when the first plane hit. They are said to have all gone on the roof to see what was happening. Then the second plane came nearly over their heads… I can’t even imagine. It brings tears to my eyes now thinking about it.
I don’t know if this had anything to do with the outcome, but Symbol never did hire an agency. Nor did they stage any effort that I could see to grab a piece of the branded glory they deserved. Most of the people involved moved on. Eventually, the company was sold to Motorola. And this story, of their plan to let the world know who they were, has been largely untold. Until now I suppose.
I’ve never discussed this with anyone from Symbol since. Or with either of the two very gracious consultants involved (one sadly passed away a few years after). I never had a chance to share my own grief, and hear more of theirs. If anyone of any of you happens to read this, I’d love to hear from you, perhaps simply to say hello. As in a way, I feel we were all there together that day.
New York City as imagined in the 1600s
I often say, half seriously, advertising is a silly business. But I’m proud to be in it, and to have made it my life’s work. So I am forced to view the world through my own stilted marketing infused lens. Like it or not, this is they way I experienced 9/11. It began for me with what at the time seemed to be an important new business pitch; a meeting which in the grand scheme of things now is seemingly meaningless.
But not to me. My name is Eric Hyman. I blog and tweet as ericadman. I grew up in Manhattan and called the city home 9 years after graduating from college. I’ve been in Atlanta now for 17 years and love my adopted home. But I am still a New Yorker. It was 8 years and a few hours ago that the events we call 9/11 took place. But it still seems like yesterday. And my New York adman’s heart goes out to all who feel the same way.
