If you've been sleeping under a rock this past week, you may not have heard of Secret, the new iPhone app that is talking Silicon Valley by storm with
its ability to anonymously share secrets that are seen by your social media friends and those to whom you are otherwise connected. While Silicon Valley has been busy outing itself these past few days,
there is another industry you are very familiar with that wallows in schadenfreude just as much as Silicon Valley does. It won't be long before Secret will be the place to go to find out about Madison
Avenue's dirty laundry. And while you're airing all your little secrets, don't forget to send them to Mediapsssst. We will, of course, grant you
So...why does it seem like every ad creative is never satisfied, always wanting additional creative outlets beyond creating words and pictures that sell stuff? Oh, wait. I'm an idiot. It's because they are, ahem, creative and are continuously looking for an outlet through which to share their creativity. Which is exactly why BBDO Associate Creative Director Diego Contreras, who befriended Kool Head Producer and Songwriter Jason Nitti, decided to make a video for one of Nitti's tracks, Leon. Of his motivation to create the video, Contreras said it was born out of “a weird TV spot for Converse about kids waking up in the middle of the night and sleepwalking to a basketball court to play ball. It was about loving something so much that you do it in your sleep. But like 98 percent of our work in advertising, it went into the horrifying black hole of dead ideas. So I brought it back out and used it as a starting point…which quickly evolved into a new story for the video.” Hmm. An ad inspiring other forms of creativity? Who knew?
If you ride New York's MTA and if you see something you think you should say something about, you may not feel the same way in the near future. Why? Because the agency that created the well-known tagline, "If you see something, say something" -- Korey Kay & Partners -- will no longer be handling the account. After a required agency review, Korey Kay & Partners, which has handled the account for the past 22 years, was bested by a team of agencies, Pulsar Advertising and Arcade Creative Group. While MTA CMO Mark Heavey has nothing but kind words for Korey Kay & Partners, he noted that commuters "are looking for information in new ways" which, really, is code for saying Korey Kay & Partners lacks in interactive capabilities as the agency aims to increase its focus on reaching Millennials.
Last week, you may have heard the unemployment rate now stands at 6.6%. What you might not have heard is that for the first time, advertising agency employment surpassed commercial printing employment -- yet another sign our business is going all digital. In addition, employment in the public relations sector increased 6.1% from 2012 to 2013 -- resulting, most likely, from an increased focus on content marketing.
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.’ ”