Like a Charmin commercial encouraging people to Enjoy the Go, Arnold is encouraging its employees to share what they are listening to when they are in the office restroom, you know, enjoying
their own go. Yes, the agency is out with Arnold UrinaryTracks, a Twitter feed and Web
site that aims to bring a whole new meaning to the concept of sharing. One wonders if some algorithm could be applied to determine the "intensity" of bathroom business to, I don't know,
predict the desired frequency of toilet paper restocking.
Agencies, as you go about the design and development of online properties for your clients, it might be best never to utter the word HTML publicly to consumers. Not that you necessarily would, as it's sort of a backroom technical term -- but we now have good reason to keep it in the backroom. A recent study conducted by coupon Web site VoucherCloud found 1 in10 Americans think HTML is a sexually transmitted disease. Despite 61% of respondents saying it's important to maintain a good knowledge of technology, 27% think gigabyte is an insect commonly found in South America and 42% think motherboard is the deck of a cruise ship. Be wary, B2B and B2C advertisers. Choose your buzzwords wisely.
Okay, first of all -- no idea Scarlett Johansson was pregnant. Second, no idea she was getting married. Third, no idea she was engaged to a dude named Romain Dauriac. And fourth, no idea Dauric ran a creative agency in France. Which, of course, is the only reason Scarlett Johansson would find herself in a Mediapsssst column. Unless, of course, she was oh, I don't know, marrying an ad guy and having his baby.
Layoffs are never fun to report. Having worked on the agency side of things, I've had to lay people off and I've been laid off. Neither side is a fun side to be on, though of course, getting laid off sucks way more than handling layoffs. Yesterday, it seems, New York-based Publicis Kaplan Thaler made a few cuts. We're told the cuts were small, but we've also heard the merger with Publicis has not gone well. Not all mergers can be winners, you know. Not that we wish ill will on anyone.
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.’ ”