Join Susan as she delves behind the well-known persona of one of the world's leading experts in media effectiveness measurement who has a penchant for loud shoes. Rex "got suckered into" writing "What Sticks: Why Most Advertising Fails and How To Guarantee Yours Succeeds" and tells of his punishing writing schedule and the real benefits of being an AdAge #1 Book of the Year author. Hear Rex's fantasy of owning a comedy club and his dream of doing "reverse hitchhiking" where he picks up famous authors and musicians in his 612 Ferrari Scagletti and drives them around to hear their stories. Ahhh...fast cars. His family car is a Porsche 911 Turbo and his weekend windy road car is yes, you guessed it, a Ferrari. You'll see him whiz by with his twin boys, Caleb and Jared in tow.