
PARENTHETICAL by J. A Gullickson
The floor-to-ceiling windows let in so much light that the office is sweltering. Before the sun emerges from behind the tree line, the HVAC system will turn on. These brisk breaths signal the start of a new day for the company. Graham cycles through the presentation again, sinking deeper into his chair. Each slide features a corporate incantation coldly justifying decisions few care for. Key stakeholders have already made up their minds. This is only a formality.In the center of the cube farm lives Hannah. She stares blankly at the two screens in front of her, cursor gliding back and forth between them. The monitors exist separately, but within the technological sinew is a bridge which allows digital matter to travel between them.Here is Peter, some steps away, behind a closed door. Its frosted glass turns men into shapes from another place. He paces back and forth, waiting for the call. This urgency keeps the machine going.In seven years’ time, Graham will run Creative Services. Nine years from now, in Q2, Hannah will be promoted to SVP of Strategy. Peter will give the company over two decades of his life, eventually becoming Chief Technological Officer, before having an aneurysm at his desk late one Friday evening. He won’t be found until the following Monday morning.They will spend more of their lifetime with the company than their own families. That is to be expected. They owe it to the company who grants them paid time off, who provides them the means to pay for medicine, who needs the drones to exist. Graham and Hannah and Peter are just some of the thousands of employees who put in over 40 hours a week for the good of the company. Their roles are utterly meaningless. They’re all in this together. They’re like a family, after all.The drones don’t know the disease festering within. It started ten weeks ago. A group of kings in department store suits, who are seldom seen by their subjects, committed the unthinkable. At their roundtable, tucked away in the cavernous complex of the company, a meeting was held announcing the purported invasion and takeover of their rival Grant Holdings’ shining star: Parenthetical. The lifeblood of the portfolio, Parenthetical is a SaaS titan with a staggering 73% market share in the programmatic space. AdAge calls it “the last omnichannel platform the industry will ever need”.In Q4, a press release announcing the future of Parenthetical will be blasted out to relevant media outlets. The process begins here. The press release will be written by copywriter Felicia K. and will then be delivered to her creative manager, then submitted to the proofreading vendor, then returned to her creative manager, then reassigned to Felicia K. for edits, then delivered to her creative manager, then resubmitted to the proofreading vendor, then returned to her creative manager, then reviewed by her creative manager, then delivered to the creative director, then approved by the creative director, then submitted to the Chief Creative Officer, then returned to the creative director with massive edits, then rewritten by the creative director, then submitted to the Chief Creative Officer, then approved by the Chief Creative Officer, then submitted to Compliance for approval, then returned to the Chief Creative Officer with some light edits, then reassigned to the creative director with light edits, then submitted to the Chief Creative Officer with revisions, then approved by the Chief Creative Officer, then approved by Compliance, and then submitted to the Board, then it is approved, then it is sent to the public relations agency Stealth in Chicago to be released on Tuesday at 10AM Eastern Standard Time. This is the process. It does not forgive. Felicia K. will not recognize her work when she sees the news on CNN’s homepage. She’ll send a link of the article to Hannah on Microsoft Teams. She’ll tell Hannah she thought she wrote something else entirely. The process always transforms what it receives. At the time of its acquisition, Parenthetical employed close to 800 employees across the country with off-shore teams in the Philippines and India. This does not account for the unknown number of contractors currently working for Parenthetical, whose engagements span from a number of months to several years. The loaded gun Felicia K. thought she wrote would be the start of the swift and merciless gutting. The calendar invite is a death sentence. The words “All Hands Meeting” careens into inboxes companywide. A hushed chorus of uncertainty begins to throb.The impending restructuring awakes something. From the darkest depths of legal teams, parent companies, and non-disclosure agreements, a cruelty is set into motion. It will infect the workforce that once drove Parenthetical. Operations will reorganize. Departments will realign. Generations will cease. Bloodlines will end.The Parenthetical US IT team will unfortunately not be part of the migration. Once the merger is complete, they will be let go with a respectable (four-weeks’ pay) severance package. Two months following the announcement, former Parenthetical Network Architect Reggie C. will get a flat tire while driving to the second round of a job interview, then get hit by a car, then be paralyzed from the neck down for the next 19 years, then, at 58, he will purposefully drive his motorized wheelchair hard enough into the corner of the kitchen counter to split his forehead open. He does this while his wife, Terri, is getting groceries two miles away. He will continue to drive his head into the corner of the kitchen counter until he loses consciousness, then bleed out before Terri returns home. A year and a half after being laid off, former Parenthetical Senior Systems Analyst Erin M. will wrap her minivan around a mighty sycamore .6 miles from her home, then the impact of the collision will cause her daughter’s car seat to fail, then, as Erin slips into a warm endless sleep, she will try to take the glass out of her motionless daughter’s hair.Parenthetical grants its clients access to premium advertising channels, leveraging their catalog of quality inventory from over 170 supply partners to achieve campaign objectives effectively. Clients can harness the transformative power of Parenthetical’s in-platform AI optimization for their ad groups. Users can boost CPMs on top-performing inventory, trim underperforming inventory, and strategically direct spend in real time to their chosen KPIs. Enabled across ten dimensions, Parenthetical’s AI optimization, known as Parrot, revolutionizes efficiency across channels and audiences and unleashes the potential of Parenthetical’s optimization engine for a revamped advertising strategy.The Parenthetical marketing team is let go immediately. They receive a respectable (four-weeks’ pay) severance package. Two years after being laid off, former Parenthetical Marketing Manager Braam C. will become a family annihilator, then extended family members will be on the local news talking about how “there were signs” and how “we should’ve listened.” Six years after this, his life and crimes become the fodder of a bonus episode of a murder podcast for subscribers who pay $5 a month. Former Parenthetical Paid Media Analyst Keiko W. is approached by a headhunter on behalf of Henkel North American Consumer Goods, then is hired to work on the Persil laundry detergent marketing team, then Keiko W. develops acuphagia, a form of pica, then she chokes on a clear thumbtack in her car in the office parking lot. Former Parenthetical Social Media Manager Kevin A. marries his fiancé, Liam, two weeks after being laid off, then the newlyweds take advantage of Kevin A.’s newfound freedom from the workforce and plan a last-minute trip to South Africa as an impromptu honeymoon, then Kevin A. is mauled to death by a Boerboel in an alley while waiting for Liam to finish purchasing fruit from a vendor. Parenthetical bridges the gap between modern marketers and the advanced advertising tech required in today’s dynamic media landscape. It is a proverbial gateway to advertising across top DSP platforms like The Trade Desk, Amazon, and more. Clients can manage campaigns across various channels and devices easily and at their convenience. Clients can elevate their marketing strategies with Parenthetical’s suite of audience-targeting solutions. Digital marketers can benefit from first-party data onboarding, tap into cutting-edge third-party targeting tools, implement precision ABM targeting, and explore a wide array of tailored options. Parenthetical’s award-winning customer service teams playfully boast they are available twenty-five hours a day, eight days a week.The Parenthetical accounts team never stand a chance. They do, however, receive a very respectable (four-weeks’ pay) severance package. In the weeks following her termination, Former Parenthetical Client Success Manager Aubrey E. hires Ji Hwang on Fiverr to perform a resume audit and will quickly discover many of her skills are non-transferable. She still doesn’t have a job 18 months later. She will write one final note that will be added to her connection request on LinkedIn to Senior Recruiter Craig Motton at King Global Staffing Solutions which will read I think I’m done trying now. Cheers! Officer Wilmer Brusch will find her in her apartment bathtub four days later after a wellness check is called in, and Officer Brusch will find she sliced into the interior of her left forearm so deep the knife was stuck in her radius.Parker, Thomas & Associates has an ambitious goal for their client, Therapan: increase online sales by a minimum of 50% within two years. To achieve this, the focus must extend beyond mere visibility to a comprehensive strategy encompassing a broad range of online tactics. Target audiences were meticulously identified based on product categories. This involved a strategic blend of first-party and third-party data to formulate effective targeting strategies. A multifaceted targeting strategy unfolded, incorporating behavioral, retargeting, and contextual targeting. Specific campaigns and creatives were tailored to diverse promotions, strategically boosting sales across different product categories. Despite constituting only 3-5% of the monthly visitor traffic, the traffic driven to the site through the campaign substantially impacted 25-50% of online sales. The Return on Advertising Spend, or ROA for the uninitiated, ranged from 5x to 20x– a testament to the efficiency of the strategy. This outcome was attributed to collecting user data via the Parenthetical Smart Container Tag, consolidating insights from all website visitors driven by various media sources. The online revenue saw a 65% increase over the two-year advertising period, surpassing the initial goal of a 50% boost. This success has paved the way for future expansions, with plans to set even more ambitious goals in the upcoming years. The surge in demand prompted the expansion of the factory’s production to three shifts, underscoring the tangible impact of the advertising efforts on Therapan’s overall business operations.In 1999, Fred Gunnar was a Senior Account Representative at Jones Intercable, based in Georgetown, Colorado. During his 12 years with the company, Fred Gunnar accrued several thousand shares of company stock as part of his elected compensation package. The Comcast Corporation acquired Jones Intercable in 1999. Fred Gunnar received a large lump sum for his shares on top of a respectable (16-weeks’ pay) severance package. Fred Gunnar left Colorado shortly after Jones Intercable was acquired by The Comcast Corporation. Fred Gunnar has not worked in over 25 years. Fred Gunnar is a proud grandfather.The most disturbing aspect of this plague is how indiscriminately it kills. Parenthetical employees believed in their work. They reveled in the chance to become storied titans in the industry. With one indifferent sigh and slash of a pen, everything becomes small. So many creative sprints, workshops, one on ones—insignificant. So goes the acquisition ritual which pumps red through the beating heart of America.It takes 17 weeks for Parenthetical to be completely absorbed. Upon acquisition, Former Chief Executive Officer Martin P. receives a respectable (104-weeks’ pay) contract payout package and then Gold Private Equity offers Martin P. a fractional Chief Marketing Officer role at HanWool Corporation’s English speaking satellite office in Berlin. Former Chief Operating Officer Michael L. receives a respectable (208-weeks’ pay) payout and then retires. He is currently exploring the pharmaceutical industry after gaining interest in the Actiq Lollipop, a delivery device for fentanyl which combines the pain reliever with fillers and sweeteners. After developing diabetes in his mid-forties, Michael L. is interested in developing a sugar-free version. Former Chief Marketing Officer Elias N. receives a respectable (104-weeks’ pay) payout, takes a contract Chief Marketing Officer role with MullenLowe Group and advises the leadership team of both MediaHub and MullenLowe Profero.Graham, Hannah, and Peter don’t have much to say about Parenthetical. Graham is swamped this week. The brainstorming meeting for a holiday campaign was less than fruitful and really set him behind. Hannah needs to finish that deck about last month’s paid digital campaigns. The A/B testing yielded some rather interesting results that the strategy team should see sooner rather than later. Peter has a wedding he’s going to this weekend. He has a blinding headache right now, though. The floor-to-ceiling windows stand like monoliths after sunset. The HVAC system breathes its last breath at 7PM. The air in the office will slowly become stale and acrid over the next two days. On Monday, someone will cry in the handicap bathroom stall and everyone will pretend they don’t hear anything. Maybe a glass of water will help.
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