Our Hero David Berkowitz Explains Why SXSW Still Matters

If you attended SXSW, liked it, and can't stand why everyone so loves to trash it, you really should check out a couple of pro-SXSW pieces. The first comes from MRY CMO David Berkowitz. You know -- the guy 360i hired 15 people to replace and MRY opened a San Francisco office to make room for his awesomeness? Berkowitz argues that SXSW is now about innovation in marketing, not technology. The second comes from Steve Hall of Adrants, who points out 6 reasons why SXSW is still awesome. It's very easy to get on the hate SXSW bandwagon. It's much harder to realize it still has a lot to offer.

Things keep getting worse for TBWA\Chiat\Day LA. Some say it started as far back as when Clow handed the reins to Topolewski. Others say it's NY management's fault. Or maybe LA just isn't as cool as it once was. Whatever the case may be, we've been told about 25 staffers have been given the boot. 

While we're on the TBWA family, remember when TBWA Worldwide tried to convince the public the Nissan Frontier could push a stranded dune buggy up a steep, sandy dune? That little stunt got the agency and Nissan in hot water with the FTC because during the shoot, cables were used to pull the Frontier up the hill. The proposed consent orders, such as they are, relating to the "Hill Climb" ad prohibit Nissan and TBWA from using deceptive demonstrations in advertisements for pickup trucks, as well as misrepresenting any material quality or feature of a pickup truck "through the depiction of a test, experiment, or demonstration. Both Nissan and TBWA must also maintain and make available to the FTC copies of relevant advertisements and unedited video and still images taken during the production of any advertisement depicting a demonstration, experiment, or test, as well as maintain any affidavits or certifications submitted to television networks affirming the accuracy or integrity of a demonstration contained in an advertisement.

Oh, it's like a who's who in advertising! Cannes Lions has released the members of its first five juries, Titanium & Integrated, Press, Outdoor, Radio and Film Craft categories. Heading up the juries will be Prasoon Joshi, Chairman, CEO and Chief Creative Officer, India & South Asia, McCann Worldgroup (Titanium & Integrated Lions); Tony Hertz, Owner & Creative Director, Tony Hertz: Radio & Brand Sound, The Philippines (Radio Lions); Rémi Babinet, Founder and Creative Director, BETC, France (Press Lions); Jose Miguel Sokoloff, President, Lowe Global Creative Council & Co Chairman and CCO Lowe SSP3 Colombia,  (Outdoor Lions) and Brian Carmody, Co-Founder, Smuggler, USA (Film Craft Lions).

Recommend (3) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • Ad Couple Who Quit Agency Jobs To Travel the World Now Cleaning Toilets to Make Ends Meet

    A while back you may have heard about the South African ad couple who quit their agency jobs and decided to travel the world and keep a journal of their adventure. As is usually the case with these "find yourself" journeys shared on social media, activities and adventures almost always fall into the "damn, I wish I were them" category. Except for Chanel Cartell and Steve Dirnberger -- and likely, most others who just aren't honest -- not every aspect of their travels has been epically spectacular.

    In fact, they now clean toilets to help pay for their travels. In a recent blog post, the couple shared the fact that traveling the world isn't always roses or peaches and cream or whatever metaphor you want to apply. No, sometimes the money runs out and you've just gotta do what you've gotta do to make ends meet. And that's exactly what Cartell and Dirnberger have had to do. 

    In a blog post entitled We Quit Our Jobs In Advertising To Scrub Toilets, the couple share the less than glamorous side of world travel. 

    The couple write: "After being gone exactly 6 months, I feel it necessary we share the uglier side of our trip. Browsing through our blog posts and Instagram feed, it seems like we’re having the time of our lives. And don’t get me wrong -- we are. It’s bloody amazing. But it’s not all ice-creams in the sun and pretty landscapes. Noooooo. So far, I think we’ve tallied 135 toilets scrubbed, 250 kilos of cow dung spread, 2 tons of rocks shoveled, 60 meters of pathway laid, 57 beds made, and I cannot even remember how many wine glasses we’ve polished."

    And of the notion that we are often fooled by social media into thinking everyone's life but our own is spectacular, they add, "So don’t let the bank of gorgeous photography fool you. Nuh uh. I am not at my fittest, slimmest or physically healthiest. We eat jam on crackers most days, get roughly 5hrs of sleep per night, and lug our extremely heavy bags through cobbled streets at 1am, trying to find our accommodation (because bus fares are not part of the budget, obviously)."

    And so when you think your life sucks because everyone on social media seems to have such a perfect life, remember, social media favors the more positive aspects of life.

     

  • Crispin Porter + Bogusky Thinks Two Managing Directors Are Better Than One

    Following its new decentralized managerial model, Crispin Porter + Bogusky has hired a second managing director for its Boulder office. Devin Reiter, who previously worked with the agency on the Microsoft account before leaving for a year-long stint at McCann Erickson New York, has returned and will work alongside the office's other managing director, Danielle Whalen.

    Of the doubling up of managing directors, CP+B Global CEO Lori Senecal said: "We have small, tight teams of hands-on doers who are in charge of creating the very best work. So when an office becomes too large for one MD to have meaningful personal impact on each and every client business, we need to expand our leadership to deliver this promise."

    The move follows -- and is line with -- the exodus of Andrew Keller, a 17-year veteran of the shop. Keller's position as executive creative director, and the oversight that position provided, was eliminated to make way for the new decentralized approach to management.

    One wonders how long before the tide turns and the agency realizes the deck hands have taken over the ship and they've got a disorganized mutiny on their hands.

  • Top National Ad Agency Announces Half Price Logo Sale!!

    Well it looks like "top national advertising agency" Eye To Ad Media is at it again. Back in March they announced a "limited time promotion" on SEO, SEM, infographics, animations, responsive Web sites, copywriting and PPC management. And even more magically, they announced the fact that they now offer domain name registration and Web hosting services. 

    Now the agency that loves to write gushing press releases about the mundane offerings it decides are worthy of news has done it again. This time they've announced...wait for it...a half-price sale on all premium logo designs. Yup, you read that right. The agency will create a premium logo -- not a regular logo, mind you -- for half price. Oh, and it's a limited time offer, so you had better hurry!

    The rest of the press release reads like design 101 with gems like "Most business owners understand the importance of maintaining a healthy bottom line and know having strong logos, icons or emblems can build brands that are memorable and easily recognized" and "There's so much more to a brand than a logo, and a logo can become so much more than a brand. It can become an icon and carry a meaning among consumers that is known as a company's image. A strong brand can become nationally known, or even internationally known."

    I mean who knew?
  • First-Year Creative Develops Hilarious Ad Agency Bingo Game Which Pokes Fun At Agency Life

    New York-based first-year MRY creative Sam Bartos has unveiled Ad Agency Bingo, a bingo game which incorporates many of the activities, behaviors and plain old oddities he's witnessed during his first year at MRY.

    Bingo squares include such activities as someone blatantly drinking before 2PM, somebody Tindering during a meeting, someone using the word "disruptive," somebody's dog pees in the office, someone says "advertorial," someone takes a selfie, someone you've slept with is in the same meeting as you and more. 

    In Sam's own words, here's how you sore the game:

    “If you get a straight line, you can take it to your boss and ask that he promote you. Art Directors can become Senior Art Directors. Junior Copywriters will become Senior Junior Copywriters. etc.

    If you get a diagonal line, you get to raid the office supply closet, Supermarket Sweep-style.

    If your coworker gets a straight line, but you contributed by saying one of the things that helps them fill out one of the squares, you can scan their filled out sheet and put it in your portfolio as a project you worked on.

    If you give the sheet to an intern to and they get a straight line, you can take credit for it as long as you write them a nice LinkedIn recommendation on their last day.

    If you fill in a couple of the bubbles then get bored, fuck it, it’s 11:27. Lunch time.”

  • Aw, How Cute. Saatchi & Saatchi LA Donates Creative to Pet Shelter

    Oh sure, it's not really news that agencies take on pro bono accounts from time to time but this item involves cats and dogs and other pets. And on the internet, cats and dogs always win.

    Saatchi & Saatchi LA has donated creative services to the Amanda Foundation, an LA-based local pet rescue organization founded by Hollywood actress Teri Austin. The agency, along with area production companies which donated upwards of one half million in production costs, has given the Amanda Foundation a new...ahem...leash on life. 

    The agency completely rebranded the foundation, highlighting their core missions – from redesigning their logo and website, to giving their Spaymobile a new look and overhauling social platforms.

    You can check out the new website here and Spaymobile here.
  • 99designs Community Develops Completely Underwhelming Logo For Deez Nuts

    Deez Nuts, the 15-year-old Iowa farm boy, Brady Olson, who thought it'd be hilarious to enter the 2016 presidential race, has, hilariously, become a noted contender. Which, of course, isn't surprising at all in a land where Donald Trump could actually become president.

    Online graphic design marketplace 99designs thought they'd give Brady some help -- and garner a bit of publicity for themselves -- by enlisting the 99designs community to come up with a logo for the "candidate." The community did just that, but the winning entry is a bit of a letdown.

    You can take a look at the winning logo here. After you've done that, take a look at some of the other designs here and I'll think you'll agree there are quite a few better than the one bestowed top spot.
  • 12 Agency Execs Profess Their Distaste For Spec Work

    Oh, those damn new business prospects. Always asking for spec work for pitches. Will they ever learn? It's like asking a doctor to operate on your toe so he can prove he'll be successful operating on your heart without even knowing the details of your health condition.

    The HubSpot blog, Agency Post, asked 12 ad agency execs to spout off about spec work and what they think about the clients who request it.

    Here's one of the better responses from Fuseideas' Dennis Franczak who said: "In written RFP responses, spec work is a waste of time. The reader may not have any context to what you are showing them. I also think when people ask it in an RFP they don’t understand how important developing creative is to us. It’s what we do. Asking us to just give it away means they already don’t respect you or what you do. To them, it’s like hiring somebody to provide them office supplies."

    He continued: "For in-person presentations, it’s your chance to show them how you think or how you arrived at your creative approach. 95% of whatever gets done in a spec creative pitch is tossed out because you don’t have the background or the relationship with the client to know what they really need, but it shows how you think and it shows them you want their business."

    What's your take on spec work?

  • Super Cheesy Video With Getty Stock Footage Promotes Mind-Numbingly Simple Ad Creation Tool

    It's a thing. No doubt you've seen many of them over the years. I'm talking about automatic ad creation widgets that promise to automagically create ads simply by entering a few bits of information. Well, here's another one.

    This one's called, simply, Ad Creator. And, shockingly, that's exactly what it does. One starts by entering the "tonality" of the brand in question. Then one just enters the brand name, the URL and a logo and shazam, you have an ad. 

    Oddly, it appears that it just creates print ads which for an online ad creation tool, is, well, super dumb. 

    The tool, which is demo'd (yes, it's a fake product lest you are silly enough to have thought otherwise) in a YouTube video is described thusly: "Ad Creator is a fully powered advertising generator that can bring your company's sales up to speed instantly. Just add your product, name your price and start your own creative revolution. The Ad Creator will instantly create top-of-the-line advertising while you take another sip at that coffee of yours."
  • Study Finds Social Media Claiming Larger Share of Ad Budgets

    According to a recent second-quarter agency survey conducted by STRATA, social media advertising is garnering a larger share of advertising budgets. The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, a 24% increase from the previous quarter. Another 24% of agencies are allocating 6-10% to paid social. Facebook continues to lead in agency advertising with 93% planning to use it in their campaigns, followed by YouTube (57%), Twitter (52%), and LinkedIn (29%).

    The rise in social media ad spend and newer advertising mediums has created a more complicated media planning picture for agencies. Media mix surpassed client attraction and comes in overwhelmingly as the biggest challenge facing 40% of agencies, marking an 85% increase from the same time last year. Following media mix was client attraction (24% of agencies) and client spending (11%). Similarly, 22% of agencies expect their clients to make minor budget cuts from last year.

    Of the findings, STRATA President Joy Baer said: "There's an undeniable correlation between the rise in social media advertising with mobile device behavior. Agencies and advertisers are going to follow their audience. Mobile users are checking Facebook and Twitter throughout the day. So when you consider that around 60% of digital media time spent in the US is on smartphones and tablets, then it makes perfect sense to reach the audience in the apps that they're already accessing."
  • This Agency Couldn't Call Its New Chief Intelligence Guy A CIO Because That Title Is Taken

    Let's see. In the ever-growing list of overly self-important job titles, we've got Chief Development Officer (ie, sales director), Chief Creative Officer (ie, creative director), Chief Experience Officer (ie, director of UX), Chief Digital Officer (ie, director of digital), Chief Content Officer (ie, editorial director), Chief Client Officer (ie, account director), Chief Native Officer (ie, director of editorial spam), Chief Customer Officer (ie, director of customer service) and the list goes on.

    There's also Chief Intelligence Officer, otherwise known as the director of research. But we can't shorten that title to CIO because a CIO is, and always has been, a Chief Information Officer. Or the guy you call when your computer breaks.

    Smartly, IPG Mediabrands avoided this whole idiotic mess and called their new media research tech guy, Charles Godbold global director of media intelligence systems. All well and good -- but can we talk about Charles's last name for a minute? Isn't it the coolest? It just screams "I am the God of Awesome. I boldly go where no regular intelligence guy has gone before!"

    Godbold is actually founder of Media Pilot Pty, a media consultancy and analytics firm. He will oversee the rollout of his firm's analytics software across all Mediabrands offices.

    Title nonsense aside, IPG Mediabrands CEO Henry Tajer explained the hire, saying: “This is self-imposed discipline as opposed to client-appointed audits. Having the capability and the discipline in-house to redefine, remeasure and then reapply those insights is critical to how we’re going to be engaging with our client base moving forward. The ability for agencies to be responsive and operate in a real-time fashion with benchmarking is something the marketplace has largely been unable to do. Having it as part of our process and engineering it into how we operate means we’ll be doing it in real time. It’s accessible to the buying and client teams all the time as opposed to on a quarterly basis or a sporadic basis.”

     

>> Mediapsssst Archives