jordan zimmerman is the founder and chairman of zimmerman advertising, the 14th largest ad agency in the country. he's also a partner in the national hockey league's florida panthers. in tonight's "beyond the scoreboard," rick horrow talks to zimmerman about what sets his agency apart from its competitors. >> most advertising agencies talk about outpult, and more about outcome. you've got to connect. you've got to connect emotionally with your message and give them a good reason to want to ebgauge and consider your brand. at the same time, we're dealing with many, many brands, and every single sector from papa john, to pep boys to friendly's restaurant to white castles restaurant. it goes above and beyond what people think are fashionable in today's world. but everybody has the same challenges out there. it's how do i connect with you and get you to consider me, and why would you consider my brand over the directed competitor? >> tom: so what categorys are doing better than others? >> the pizza category last year and 2010 became a war with price. we activateed in a different way, but