You might’ve caught AdAge‘s extensive piece on former Euro RSCG creative Michael Lee’s new firm, Madam, which we’ve been told is a “new breed of advertising search consultant.” How so? Well, according to the article, Lee’s methodology requires that agencies and clients comply with a “9-6-3-1″ winnowing philosophy that entails everything from Skype calls to online auctions to Pinterest mood boards. Well, Mobile, Alabama-based indie agency Red Square has already weighed in with its own Pinterest mood board, which the folks there say “provides more of a ‘touchy-feely’ summary of the agency’s emotions after reading about Madam in AdAge.” No worries, we usually feel the same way after reading most AdAge pieces in general (we kid, we kid).

In addition, Red Square president/ECD Rich Sullivan offers his agency’s version of “9-6-3-1,” saying in a statement, “We’ve developed a proprietary system whereby we begin with 50 moods to share our feelings. We’ll winnow these moods down with our special Mood Winnowing Process™: 50, 47, 35, 21, 17, 13, back to 23, 9, 6, 3, 1. With this methodology, we’re avoiding the ‘cattle-call’ process to arrive at a single emotional reaction. We hope to share that by early 2015.”

In all seriousness, though, Sullivan does add that “The best reviews we’ve taken part in, however, have not been laborious processes that require a degree in higher math. The key elements in a successful relationship are respect and trust. We’re not sure there’s an algorithm for that.”

As for Madam, which will count advisors including former Charles Schwab CMO and current marketing strategist Becky Saeger as well as former Euro executive chairman Ron Berger, you can find out more about its specific services here.

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