Last month, I wrote about how companies and PR executives weren’t making the cut when it came to getting the attention of reporters in this world of increasing clutter.

The cover to Panini's 2010 FIFA World Cup sticker packet

As an example of a company doing it right, I talked about Jack Daniels announcing its new partnership with golfer Trevor Immelman by putting my name on a bottle of Gentleman Jack, with a note from Immelman himself.

Was I definitely going to tell you about Panini’s World Cup sticker album? Um, maybe not. But after the folks at Panini sent me the sticker album with a pack of cards with ME in it, that was it.

Now that’s creative.

Not only did the pack have me in it, along with real stickers of Boubacar Barry, Guy Demel and Soccer City Stadium, Panini put my sticker in the collectible album that they also included.

Darren Rovell 2010 World Cup sticker by Panini

So, congratulations Panini for getting my attention and breaking through the clutter. For that effort, I’ll tell my blog readers that the album and the stickers can be found at major retailers including Wal-mart.

Questions?  Comments?