While much can, and has, been said in the last 25 years about Fallon and its

culture of encouraging creativity, less has been said about a peripheral yet important part of the process, its so-called "dreamcatching" employee program. Kathy Spraitz, who spent 12 years at Fallon wearing various hats, says employees are enabled, and in fact encouraged, by the company to take a leave of absence and pursue other non-

advertising interests. "People would walk out for weeks to learn Flamenco dancing or write a novel or go run with the bulls. You could do anything." The program's only stipulation is that once an employee returns to work, they have to share the stories and insights the hiatus has generated. "It has nothing to do with ads and everything to do with taking care of people," says Spraitz.

For his part, Pat Fallon figures he's going to take some time to study opera in the next few years.