Here at Intergalactic Post-Advertising HQ, we know a thing or two about things agencies do to get famous. But The PARAGRAPH Project isn't exactly an ad agency and, at this point, Aspiring Authors isn't merely a get-famous tactic.

The PARAGRAPH Project calls itself a group of "marketing architects." The company formulates marketing solutions to the marketing problems of its clients then lets an agency implement the solutions.

One day, the PARAGRAPH Project had a problem: It wanted to self-promote but wanted to do so using its own ideals. It wanted to tell a story that reflected its beliefs. So it found a child with a story to tell—the niece of Dan Carlton, a partner at the agency—and helped her tell her story, "Sunday Morning in Pancake Land," using self-publishing house Lulu.com. The point? Everyone has a story to tell: Us, you, chlidren, anyone. Roll tape:

PARAGRAPH sent out copies of the finished product to clients as a display of the power of stories as well as a thank-you for working with the company. This year the project was expanded. PARAGRAPH sent letters to 12 elementary schools asking for children's story submissions that they could publish at Lulu and send to clients and friends. Lulu is now, of course, along for the ride in the form of its newly formed Aspiring Authors program.

For PARAGRAPH, the campaign provides a way that it can show the world the power of stories. For Lulu, it opens up a whole new category of author—children. And for the young authors themselves, it gives them an opportunity to publish a real book at a very young age. (Where can I sign up to get published?)

PARAGRAPH views the program as a marketing expenditure and pays for the art in the book and any editorial work needed; all proceeds, less Lulu's production costs, go to the PTA of the school/student chosen. A new book is already in the process of being published: "The Great Pencil Escape." If you want to see what a marketing agency does in the post advertising age to get famous, go to Lulu and pick up a copy (or click here).