Starr Restaurant Organization—Philadelphia's ultra-hip chain of upscale restaurants—asked us to help concept a new Mexican restaurant several years ago. Our idea was to name the restaurant El Vez after the Mexican Elvis (a real Elvis impersonator).

Starr liked it, so we struck a deal with El Vez that included him doing live performances throughout the year. We then turned around and sold the idea of El Vez tequila to our long-term liquor client, William Grant and Sons.

Spicy, gaudy, flamboyant, Mexican synergy—sometimes breakthrough ideas don't need a green card.