Well, this is a bummer. To make room for that 1,000-foot desk it recently installed, it looks like The Barbarian Group has had to lay off a few employees. Hey, never let a few able-bodied
advertising professionals get in the way of awesome office design, right? As much as we'd love to paint The Barbarian Group as a soulless agency that could care less about its employees, that's simply
not the case. The agency, it seems, let go four people who worked on a piece of the Samsung business that was transferred to the agency's parent, Cheil.
Everyone knows breaking into the ad agency business is not easy. But those who persevere find success. One such individual is Tom Pascoe Williams, who purchased promoted tweets on Twitter to land a job. Specifically, he targeted the promoted tweet to the follower of 40 agencies in London where he resides as well as the followers of Ad Age, Creative Review and Cannes Lions. Of his efforts, he told The Drum, “I desperately needed to build my contacts -- and I recognized that all the people I wanted to have these conversations with were right there in front of me, I just needed a little push. It's all about standing out at this stage, I've sent hundreds of emails, called many, many agencies and none of them have gotten back to me, so I thought I'd play them at their own game!” Did it work? Yes. He's had many interviews and is in negotiations right now with one particular agency.
Speaking of breaking into the advertising business, it's not just job seekers doing great things to land a job in the business. Agencies are doing their part as well. Mullen Pittsburgh has launched Ad U, a 10-week course to teach middle school and high school-age students the ins and outs of advertising. The program was launched February 11 and is being taught at the Barack Obama Academy of International Studies. Of the program, Mullen Pittsburgh President Brian Bronaugh said: "I've been in this business for nearly 25 years and in spite of the seismic changes that have occurred in how we conduct our business, what has shamefully changed little is who is conducting it. It continues to be a primarily male and primarily white workforce. Ad U is a step towards developing a seed program that will introduce the opportunities available and the types of skill sets that are required to the generation of children in the middle and high school levels."
So what does Omnicom do in the midst of its mega merger with Publicis Groupe? It goes out and buys more agencies, of course. And it's getting busy buying up Indian agencies. After acquiring Mudra in 2011, Omnicom is moving ahead with the acquisition of Bangalore-based digital agency 22feet, which was founded in 2009 by Brijesh Jacob, Deepak Nair and Vinod Moolacherry. Omnicom plans to merge 22feet with its Tribal DDB unit, which itself is part of Mudra.
Last week I made note of Alex Bogusky launching a start-up that that would focus on doing social good and that it would be called Spiffly. The first part was right. The second part was wrong. The
new entity will be called Fearless and "will help socially-minded corporations, foundations and non-profits develop 360° campaigns while providing the added value of a built-in millennial audience
through Fusion's television, social and digital platforms."
Fearless will be a division of Disney/ABC/Univision's cable network and digital platform Fusion and run in partnership with Bogusky, former CP+B'ers Dagny Scott and Lelsie Freeman. Fearless will "enable clients to engage with an ultra-connected audience in all of the places they consume media. The agency will develop multi-platform content spanning video, art, text, comedy, documentaries, television, events, and sharable content, all with an eye toward raising awareness and moving millennials to action on key issues and ideas that encourage positive change in the world."
Of the launch, Bogusky said, "Mashing up agency and media solves a huge problem for socially-minded clients who have incredibly compelling messages but no way to find their audience. Fusion is striking the right tone. Although millennials are more interested in doing good, they aren’t motivated by the same old dry boring, righteous approach. They have the attitude that changing the world can and needs to be fun. And I happen to agree with that.”
Fusion will be opening an office in Boulder, Colorado where Fearless will be based.
Are you going to SXSW? Do you want a new job? Then, it appears, you might want to hook up with Saatchi & Saatchi, which is opening up a Dallas office and will be trolling the streets of Austin
during SXSW for new hires.
The new office is for the agency's Team One unit, which focuses specifically on the Toyota and Lexus accounts. The agency's move to Texas is in reaction to Toyota moving its U.S. sales and marketing operations to Plano, Texas.
And so between barbecue and overcrowded sessions, head over to the SXSW Job Market at the JW Marriott (Floor 2). The hours are Friday, March 13 from 10 a.m. to 6 p.m. and Saturday, March 14 from 10 a.m. to 6 p.m.
While every morning she's grateful her clients haven't become part of some social media disaster and Twitter is her go to outlet for news, Huge (no, she isn't huge -- that's the name of the agency)
Director of Earned Media Alyssa Galella says that if she weren't working at Huge, she'd love to be "a detective. Or work in an animal shelter. I would basically be Ace Ventura, Pet Detective."
That's an interesting goal for a woman who was recently named one of PR Week's Innovation 50 or who accomplished a killer social media stunt by sending 99 boxes of Cap'N Crunch cereal to Jay-Z who later mentioned the stunt on the radio. Of course, yes -- she's just kidding, but Ace Ventura who certainly was a character. And I like people who aspire to be interesting characters.
But what's most interesting about Galella, who is far from being an old timer, is her wise view of social media today. She says, "There's no longer a dividing line between 'media' and 'social media.' You need to be fluent in both traditional media relations and social media to do your job most effectively. Most of what I've learned hasn't been on the clock, either -- take the initiative to read a ton, be active on social media, attend events, and take classes you're interested in." You know -- become educated in the ways of life.
Thank God. Someone who doesn't think Facebook, Twitter and Snapchat are the only valid forms of media in existence.