Russell's first assignment

The first ever assignment from Russell's 'Account Planning School of the Web' is up, read about it here.

Everyone's looking for original insight, from the largest brands who seem to be safely successful to Russell's imaginary bean company. When there is a nice length of time to just mull something over, that's when inspiration strikes. This will be fun. I've got a couple of ideas already.

Could the link itself be a clue? Because the link ends beanz_meanz_boo.