This week the Interactive Advertising Bureau is having its annual meeting. During his keynote, new IAB Chairman Vivek Shah came out with both guns blazing, telling media buyers to stop
devaluing digital media by allowing themselves to be defrauded because it looks good on paper. He went on to say: "We have taken a perfect product and by our own actions we have made it imperfect.
It's been a dirty secret we've been willing to keep. Bogus impressions won't infect the system if you don’t buy them, Mr. Agency Trading Desk ... You don’t go after drug dealers. You go
after people taking the drugs." Hmm. Looks like there may some housecleaning going on over the course of the next year or two.
Watch out, Boston ad agencies. Devito/Verdi is about to eat your lunch. The New York agency has quietly made significant inroads into the very insular Boston ad community. It scooped up Legal Sea Foods and then the Herb Chambers car dealer account because Chambers loved the Legal Sea Foods account so much. And just last fall, the agency nabbed a branding project for area health insurer Fallon Health. While Ellis Verdi says he didn't target Boston specifically, he is considering plans to open a Boston office. Watch your back, Boston.
There's something going on over at Ford's ad agency Team Detroit. According to COO Mark LaNeve, the agency is "becoming digital centric" but apparently, it's more than just a focus on digital media. LaNeve adds: "It's not an initiative or program, but an evolution bordering on a transformation of the agency." While that must sound like the usual fluff you hear from agency big wigs, in this case, the proof, as they say, is in the pudding. According to Advertising Age's 100 Leading National Advertisers, in 2011 Ford became the first automaker to spend more on unmeasured (search, online, social, digital, etc.) than it does on traditional media. Currently, the brand spends upwards of $1.2 billion on unmeasured media, and Team Detroit played a large part in that shift.
Oy! Another creative award event? Sadly, yes. This one's comes from The A-List Hollywood and they have announced the call for entries for the Moving Image
Advertising, Interactive & Branded Entertainment 2015 Award. The entry deadline set for January 30, 2015.
I'm told the A-List Hollywood is the first creative advertising competition of its kind in Hollywood and will focus on the intersection between advertising and entertainment across all platforms. The event will be judged by the usual collection of international creatives including Leo Burnett's Mark Tutsell, JWT's Matt Eastwood, 360i's Pierre Lipton, and DDB Germany's Eric Schoeffler, among others. And no, there's not one single woman on the jury.
Of the awards, The Martin Agency Chief Creative Director Joe Alexander said: "There are way too many award shows and way too many without a clear purpose. The A-List Hollywood is the rare exception. It rewards the brands -- and agencies -- that are behaving in the most creative and engaging ways. Now that's refreshing."
Right, Joe. That's vastly different from every single other award event on the planet.
There's been a lot going on with Nationwide and its relationship with its agencies over the past few months. While its relationship appears to be solid with McKinney, things are not going so well
regarding its relationship with Moxie.
Confirming this, a statement from Moxie CEO Suzy Deering reads: “While Moxie will continue to work with Nationwide, it will no longer be on a retainer basis. Given this shift, we’ve begun the process of closing our Columbus office. Accounts currently serviced out of that location will be handled by our Pittsburgh and Atlanta offices. We are very proud of the work our Columbus team has produced over the years. They are a group of truly talented, dedicated professionals, and we thank them for all they have done.”
It totally sucks when an office of an agency has to shut down due to client shifts or losses. It's not fun. I've been there and know firsthand what it's like. But life goes on. Mine did. And so will the lives of everyone involved here.