Advertising Iconclast Ernie Mosteller Launches Tangelo Ideas

Galveston, TX ­ 11.16.05 -- Nationally recognized creative director Ernie Mosteller, an outspoken critic of the “business-as-usual” advertising industry, today announced the launch of Tangelo Ideas (www.tangeloideas.com), a Galveston-based advertising agency / think tank with sights set on injecting great creative thinking into a greater Houston metropolitan market ­ and beyond.

The vibrant new agency resembles many of the great creative boutique shops of the past, but with a twist: “Formulaic thinking doesn’t move business anymore,” says Mosteller. “And formulaic structure leads to formulaic ideas.”

Mosteller designed the Tangelo Ideas culture to insinuate creativity first and foremost across all agency disciplines ­ and to break down traditional walls he says create nothing but traditional ads.

Part brick and mortar, part virtual, the focus is, according to Mosteller, “Everything and everywhere. Every interaction with a potential customer is an opportunity to tell your brand’s story. Traditional advertising is incredibly important, and we plan to do a lot of it. But in today’s environment, advertising can be, literally, anything anywhere. Great ideas can and will come from any direction at any time.”

The same agency culture that insinuates creativity across all agency functions compels a media-agnostic approach: “Our job,” Mosteller says, “is to create great advertising wherever and however it’ll work best. Maybe online, maybe on TV, maybe in print, on radio, on your mobile phone, or maybe on a matchbook. We don’t care. We only care that it works.”

When asked who outside the largest national advertisers can afford top creative talent, Mosteller offers a well-considered reply: “Great creative work is cost-effective,” he says. “Telling a great story in a new way can be the only difference between a winner and an also-ran. Historically, the best creative work in the industry almost always comes from small boutique agencies on behalf of small-to-midsize clients. Besides,” he adds, “now it’s all about ideas ­ not broadcast budgets. Anyone can compete. Anyone can advertise. But the point isn’t merely to compete. Why waste your time? The real point is to win. I’m looking for clients who want to win as much as I do, plain and simple.”

Asked why the Houston/Galveston base, Mosteller is matter-of-fact: “I like the island culture in Galveston. And Houston, the fourth largest city in the country, represents huge creative potential. Traditionally, the top creative agencies in Texas have been located in Dallas and Austin. But that’s about to change. You already know how I feel about traditionÉ”

Ernie Mosteller grew up on a citrus farm where his dad grows tangelos. Since then he has directed hundreds of national and global TV spots, and has served as creative director, writer, and artistic director for hundreds more. His challenging and unconventional thoughts about not-so-challenging and conventional advertising can be found in his critically acclaimed eBook, “Use A Stick” (www.useastick.com), and on his blog (http://erniemosteller.typepad.com).