Eric Kallman, formerly of Barton F. Graf 9000 awesomeness, is bringing his awesomeness to the awesomeness of Goodby Silvertein & Partners. Yup. Kallman is joining Goodby. Why is this
awesome? Can you say "The Man Your Man Could Smell Like"? Ragu's "Long Day of Childhood"? DISH? Little Caesars? Yeah, he had a hand in the development of all of those pieces of awesomeness. Of the
shift, Kallman said, “I honestly can’t wait to get started. I’m originally from the Bay Area, so it will be good to be back home. But corny as it sounds, I’m also just really
excited to start working with the team at GSP.” Just don't let it go to your head, Eric. We all want your awesomeness to continue.
I don't always comment on agencies winning new accounts, but when I do, it always has to do with underwear. Well, okay, not always. But this time it does. Yes, Droga5 has picked up the Jockey account without a review. Why am I excited? Can you say Droga5? Did you see what they did with Newcastle not during the Super Bowl? It's pretty much a guarantee we won't see any more dreck like that Stop Squirming crap the brand did years ago, which aimed to Tame That Booty with awkward antics such as The Bum-Muncher, Crotchcapades and The Booty Smack. Welcome, Droga5. Please avoid the bathroom humor and bring us some awesomeness! You know. Like Kallman is bringing to GSP. OK?
Shifting from awesomeness to existentialism, we have Less Than One, a video created by several San Francisco creatives which asks the question, "do soul-mates exist?" In the video, a man and a women consider the notion that in a city of 800,000 (we'll ignore the fact, for now, the couple isn't looking outside that city of 800,000), maybe -- just maybe -- ending up with the right person may indeed involve more than just luck. It's quite beautiful, really. And it will make you think about who you are with; who you have been with; who you think you should be with, and who you wish you were with. The video leads to a site on which you can calculate the likelihood you will meet your soulmate. It's little side projects like this that should cause us all to stop for a minute and appreciate the creativity that surrounds us as we make our way through our workday.
There's going to come a time in the not-too-distant future when there will be lots of "dead" social media accounts. Why? Well, because, you know, people die. One ad man, Co-Founder of the Romania-based Grapefruit ad agency, Marius Ursache, along with several entrepreneurs from MIT, have launched Eterni.me. The Web site, based on artificial intelligence algorithms, will generate a digital alter ego based on a person's digital footprint created while they were alive and well and tweeting what they ate for breakfast every day. This is awesome. In 100 years, we'll have a very Second Life-like place where the living can go talk to the dead. And not long after that, there will be more dead avatars trolling the Internet than actual living humans. Can you say digital Armageddon?
David Murdico, creative director and managing partner of Supercool Creative Agency puts forth a solid argument as to why startups should pay agencies more than brands do for the same work.
First of all, he notes a startup is an unknown entity and no one has ever heard of it before making it all the more difficult to create the necessary marketing program to achieve awareness and sale. He notes startups are generally more demanding than established brand marketers, often times because so much is at stake.
Perhaps the biggest problem area when it comes to crafting marketing for a startup is that up until the point the startup reached out to an agency, everything about the startup has, thus far, operated in an echo chamber with scant few nodding and bobbing their heads in agreement without truly vetting the idea or how the idea will be perceived in the real world.
Another challenge when working with a startup? They tend to change their mind a lot about, well, everything. And that can be a gigantic time suck. Check out Murdico's entire list here and file it away in your back pocket for use the next time you consider working with a startup.
This is gold! Gold, I tell you! And it's arrived just in time. As we all mourn the loss of our beloved Mad Men characters, they have been given renewed life, in the form of a Tumblr blog, as
digital natives spewing all the usual buzzword bingo that's so prevalent in today's marketing landscape.
Taking on the form of animated gifs, we have Don informing his secretary: "The future of advertising is socially integrated digital platforms." We have Peggy commending a co-worker saying: "Nice branded social post, bro." We have Don asking Peggy: "But does it work as a pre-roll." We have Don reacting to a proposed "Tinder-powered drone." We have Pete telling Don: "The CTRs need optimizing for behavioral targeting of Millennials."
And on and on and on. Brilliance.
Oh for f*ck's sake! Stop. Just please stop! Every ridiculous addition to the CxO title space just dumbs down the importance of the core four: CEO, CFO, COO and CIO. Maybe you can add CMO and CCO to
that list -- but chief data officer? Chief customer officer? And now...wait for it...chief native officer?
Yeah. Chief native officer. Or at least that's what Forbes Contributor Daniel Newman would like to see instituted. Newman argues that the merging of paid and earned media requires this CxO style oversight.
He furthers his point, writing: "The biggest reason to get a Native Officer is that while digital agencies and publishers work together, they don’t necessarily do so as a team. In fact, there are instances where they don’t see eye to eye. While publishers are great at creating content, they can treat branded content like a 'second-class citizen.' On the other hand, digital agencies consider themselves star content creators for brands. In such circumstances, there’s a pressing need for a 'dedicated task force' to exploit native ads to their fullest potential. The CNO should lead this pack, guiding the brand towards rewarding native advertising campaigns and best practices."
So what say you? Do we need the chief native officer?
Sort of like food brands still pimping low fat/no fat products when studies clearly indicate the human body needs fat, the office management world is still pimping open office space when many studies have shown it's a less productive solution than
more traditional office space.
That's not stopping the latest trend in office space, the Superwide. Superwide office space is large, one floor office space consisting of 100,000 square feet or more. Of the trend, Brookfield Property Partners Senior VP Duncan McCuaig said: “Large floors are absolutely in demand.” And “right now there is very little of this product in the city,” he added, referring to Manhattan.
Adam Kansler, managing director at financial data company Markit, loves the open office concept and says: “There’s something that gets lost” when a company is on multiple floors. You don’t get the same random moments of seeing someone from across the way, hearing that they’re working on a project, and saying, ‘Oh, I’m going to stop by.’ ”