“Good morning, sir,” she says. Her bright eyes are beaming. She’s a spark.

“MC, I keep telling you, no ‘sirs’ in this business—or anywhere else for that matter—except the military. Anyway, how are you? Ready to rock?”

“Yeah. Just wanted to thank you for the opportunity. Hope I don’t screw it up.”

“Girl, you won’t. I know you won’t. Now you need to know it. Got it?”

“Yeah, yes…yeah, I’ve got it, thanks. See you downstairs.”

My mind is wandering.…

Will we be through with this meeting in time for a late lunch?

It’s a sixty-minute meeting. Done. No wordy slides. No extraneous BS. We headline the pitch with an innovative brand strategy to convey that Chubb understands life’s risks, and can relate to customers’ needs. Two fabulous ideas, both on strategy: the one with the most potential upside scarier than the other.

Mary Claire describes the brand personality in the colorful language she authored herself.

Then our creative director reads the last scripted line from another satisfied Chubb customer appearing in the TV spot and turns to me for the capper, the tagline that will separate this client’s business from the rest of the category.…

I look the CMO in the eye and announce in my rehearsed voiceover “Insurance Against Regret”…and the room is as quiet as a funeral. For an instant. And then an uncommon reaction in the agency business: applause! Our clients are smiling from ear to ear, and clapping!

They buy it on the spot. Damn, I love this business.

“Tim,” said the Chubb CMO, Kevin Magnus, shaking my hand, “you’ve just reminded me in dramatic fashion why I hired you guys in the first place. Send me the summary and a production estimate, and let’s get it done!”

My team hears all this and responds with enthusiastic, polite applause of their own. The client’s not out the front door before we’re gathering into a group hug, backslaps all around.

“Guys, this is the result of some fabulous teamwork. Never forget that. Together, we make shit happen.

“Now, get your asses back to work!” I say with a broad smile, which is returned in kind by every one of them.

Perfect timing for a lunch break. And I think I’ve earned a long one.

Chapter 3

By the time I get back, it’s four-ish, and the proverbial cocktail hour is within reach.

“Well done, MacGhee!” Paul Marterelli is at my door before I can get my jacket off. “Magnus just called me to say how excited he is about the possibilities! I’ve never heard him so enthusiastic. Must have been great. Obviously he bought the big one.…”

“Absolutely. Thanks, Paul, really appreciate it. It’s days like today that remind me why I came back to work with you,” I tell him. Hey, I’m an adman.

“Wanna grab a beverage?”

“Damn, man, would love to. Can’t. Got plans.”

“Ah, okay, see you tomorrow,” Paul says, and heads downstairs.

I first met Paul Marterelli right out of the Marines. With my Columbia journalism degree there was only one gig for me: adman! Soon enough some good networking connected me with Paul, and we clicked instantly.