[February 10, 2010] Meet the Boss: Joe Higgins, Rattle [The Salem News, Beverly, Mass.] Tweet (Salem News (MA) Via Acquire Media NewsEdge) Feb. 10--Joe Higgins How did you start your company? I had left my agency in the late '90s, and I was freelancing at a few North Shore and Boston ad agencies. I had an opportunity to get the New England Aquarium account, so we (partners Rich Swietek and Sally Murphy) pooled our resources together and started Rattle. Why did you pick the name Rattle? It was better than Higgins, Swietek and Murphy, and a lot easier to pronounce. It also talks about shaking things up and being noticed. Plus, it makes for a cool logo. How many different ways are there to market your clients? These days, it's not just print and broadcast and direct mail anymore. A lot of our clients are asking how to use social media, Twitter and Facebook, to market themselves and get more of a one-to-one conversation going with their customers. What's been the most effective ad campaign you have done? As far as actually seeing results in the short term, not just the long term, probably Boston Harbor Cruises. We designed the Codzilla (Boston Harbor Cruises' high-speed boat). It was on "American Idol" last week because one of the contestants works for Codzilla, so it was basically free advertising for Boston Harbor Cruises. Their Web site traffic jumped up 700 percent. What did you do for Brigham's Ice Cream? We designed the Big Dig Ice Cream and the Reverse the Curse ice cream. We actually had the name Reverse the Curse before the Red Sox won the World Series, and we didn't expect them to win it. We had to change it to Curse Reversed the following year. To see more of The Salem News or to subscribe to the newspaper, go to http://www.salemnews.com/. Copyright (c) 2010, The Salem News, Beverly, Mass. Distributed by McClatchy-Tribune Information Services. For reprints, email [email protected], call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA. [ Back To TMCnet.com's Homepage ]