As an agency, we’re split. Some of us think the advertising matched the level of the game. Others thought people shouldn’t have wasted their $3.5+ million.

Today, everyone is talking about the ads. The best and the worst … The effective and the missed the mark … The big laughs and the big yawns.

Even Twinkies is getting mentioned, and that’s just from product placement in a Chevy ad.

And that’s the point.

The value of Super Bowl ads can’t be measured only in dollars and cents. Awareness, impressions, buzz and post-Super Bowl behavior all count toward Marketing ROI. While some spots did well, others fumbled. Here are hints for improving next year:

Memorable: Did you see the ad with Jerry Seinfeld? And the vampires? And the kid looking for a place to, ahem, go? Now quick, what products were they advertising? Hint one: Make sure consumers remember the brand, not just the spot.

Relevant: Falling back on the expected or what once worked—Monkeys in Suits and, yes, even Darth Vader—isn’t always the right game plan. Hint two: Don’t get caught up in the past. Make sure your spots have meaning for today.

On-point: We’re all for pre-game hype, but the spots need to live up to it. “Broderick, Broderick” recreating “Beuller, Beuller” was fun in teaser and long-form but fell flat in 30 seconds. Hint three: Make sure you can tell your story well across all executions.

Interactive: People don’t just watch the Superbowl; they live it on multiple screens. So reach them where they live (thanks for trying Coca-Cola). Hint four: Make sure your entertain and engage, so consumers stay with you long after the final TD.

For most people, going online is easy.

Watch the latest viral video. Check.
Post status updates. Done.
Catch up on the day’s news. Got it.
Do some banking. A snap.

But for millions of Americans living with disabilities, it’s not necessarily that simple.
However, there are technologies out there that can help.

Online content and services can be made accessible and usable for all.
Wells Fargo has made it happen with Online Banking.

They asked us to adapt their flash-based Online Banking tour (which we developed) for people with sight, hearing and mobility disabilities, to help them get comfortable with using the full site and feel confident about managing their money online.

After all, financial inclusion can help lead to financial independence.
And that’s what it’s really all about.

The foundation of these acts is to stop foreign web sites from delivering pirated movies, music and counterfeit goods.

Although the most controversial aspects of the legislation have been watered down, critics argue that the wording of SOPA and PIPA are cause for concern.

Some say it’s a precursor to censorship.
Others say it threatens the open Internet.

Here’s what we say:

As a marketing agency, we respect intellectual property rights and copyright law.
At the same time we recognize the power of the Web.

We understand there could be a call to remove unauthorized content from a Web site. But causing a mandatory blocking or removal of a site? Is that a bridge too far?

Based on the new laws, would we still be allowed to make that reference?

And that’s the point.

Piracy of movies and music should be stopped. Illegally downloading a full season of The Office or the full-length We Bought a Zoo before it appears in theaters is a crime. (Well, one could argue watching that movie is a crime on its own, but that’s beside the point.)

Anything that can potentially restrict the flow of information and ideas, or hinder freedom of expression is something else entirely.

True, a line has to be drawn between piracy and the protection of the creators, distributors and users of online content. But where it is drawn needs to be carefully considered.

As an Ohio State alum, I’ve been quite fortunate to be involved from an early stage in a new leadership development program for undergraduate students, Buckeye Leadership Fellows.

The program is designed to bring together the best and brightest third- and fourth-year undergrads in a privately funded, world-class personal and professional development experience that aims for the students to develop a deep sense of self-awareness which they accomplish via exercises and projects that require risk-taking and the application of creativity and innovative thinking.

All of that is a very fancy way of saying that we’re trying to bring real world experiences to undergrads at Ohio State to help them develop an appreciation for the sorts of challenges they’ll face when they don mortarboards and bid campus adieu one last time.

The first challenge launched in Columbus in September 2011 and the final presentations were held in New York in mid-December. The results, as you can see above, were definitely on the mark!

We ended the year with much good news! One person got engaged and is headed to wedded bliss. One person welcomed a beautiful baby girl. Neither event is related.

We take that fruitfulness as a sign of positive things to come, despite what the Mayan calendar says.

So what does all this mean?

Well, the first workweek of the New Year is done. We’re back from break and already in full swing. We’re making changes. Moving forward. Challenging ourselves to explore new ideas and new creative approaches.

After all, as it’s been said, “the best way to predict the future, is to create it.”

Stay tuned. And see what we bring to you in 2012.

Admittedly, at this time of year, we “get a little misty-eyed” here at Wilson.

We look back on all the people and projects that have touched our lives. And we realize how grateful we are to come in every day (well, weekends only when needed) and do the work we love with people we love. (Yep, we’re a happy Wilson family!)

At this time of the year, we get a little giddy, too—it’s hard not to with our Chief Holiday Cheer Officer (CHCO) starting snowball fights (if you haven’t seen it, check out our new app). And of course, holiday parties, shark attacks in the office, (don’t worry, no mammals were hurt during actual shooting) and a paid week off to celebrate. (Thanks Santa!)

We’ve accomplished much this past year. And we’re excited about where we’re going in 2012! Come along with us. We promise you many great things!

They eat… they sleep… they break out. Yep, they even get pimples. (Well, some of them.)

The difference? They get endorsement deals to promote acne products that work.
So, we work with them to sell those same products.

Our animated email uses actual quotes from Katy Perry to win back former customers.

After all, in today’s celeb-crazed culture, a few well-placed words are music to customers’ ears.

Client: Guthy-Renker
Project: Proactiv Winback Email

Working for a worthy cause is one thing. Raising money for it—well, now that’s another story.

When reaching high net worth donors, it’s even trickier. Everyone has a hand out for their money.
How do you get them to donate their ducats to you?

It’s all about “the ask.”

Ours comes in the form of video, used during a one-to-one, personal fundraising appeal to power philanthropists.

So our “ask” is answered, most generously.

Client: Johns Hopkins Bloomberg School of Public Health
Project: Center for American Indian Health Fundraising Video

Extreme couponing.
Social group coupons.
Online coupons and codes.

They’ve all changed the game.

But use a coupon to sell health insurance? Sure, why not? Especially when we’re targeting people looking
for a deal.

And who isn’t looking for a deal these days? Heard anyone say, “I prefer to pay full price” lately?

When your creative beats the control by over 400%, well, you just can’t argue with those numbers.

Client: Blue Shield of California
Project: Alt Media Insert

According to Google, this is a traditional Chinese translation for “How do you get people to learn a new language?”

While we can’t vouch for the translation—we used a free service, after all—we can say that the people using Yale’s Chinese foreign language program know if it’s correct.

Our newly designed web site is the digital hub for lessons, videos, audio and includes a instructors’ forum for sharing tips and resources.

Chinese might be Greek to us, but developing a site that’s easy to use, manage and track sure isn’t.

Client: Yale University Press
Project: Yale Encounters Chinese Web Site