Hey - it's not often an ad agency gets to go on TV and talk about themselves. And no, AMC's "The Pitch" doesn't count. That's called going on TV and making an ass of yourself. For an ABC Nightline segment on the latest advertising trend, Hunkvertising, San Francisco-based Pereira & O'Dell made an appearance to discuss the trend. Featured in the segment were ECD Jaime Robinson and Chris Applebaum, director of the agency's recent Renuzit ad. In addition to discussing the, ahem, ins and outs of the trend, Nightline reporter Nick Watt appears in his own P&O'D-produced Hunkvertisement. Check out the segment here.
Hey - so here's a mashup of epic proportions. Remember that Wren video that had complete strangers kissing one another? And remember that creative dude named Jason Pickar who is vying for the top spot on LA 106 FM's Sho's Next Hip Hop MC Contest? Okay, got it? Now mash the two together and you have what Pickar calls “The Last FIRST KISS Parody You Need to See.” And, indeed it is. In the clip, Pickar foists his bearded largess upon a variety of men and women who, predictably, react with disdain and revolt. Personally, we like the Hispanic chick.
So back in the day when American Express CMO John Hayes was managing advertising programs, life was simple and very different. But not all that different. Speaking at this week's 4A's Transformation Conference, Hayes suggested agencies focus on what he calls Interpretation rather than just creative. There has certainly been a lot of advancement in technology, and that has drastically affected the flow of marketing from brands to consumers. He suggests agencies focus on interpreting how these changes are altering habits and behavior. He explains: “Too often we tend to think of change in a very singular mindset, technology. But technology is not the real issue, not the root cause. It’s an effect, for sure, but the real driver of societal change is society itself, not your smartphone.” Don't get caught up in the tech.
If you've toiled in the ad agency world for a lengthy period of time, you may from time to time feel as if you've lost your soul. Well, fear not. Burrell Communications Group Founder Tom Burrell has some sage advice for you and 5 tips on how to fit some social good into your daily routine of convincing people to buy things they neither need or want. His tips include focusing on talent, not status and embracing positive realism. Want to feel good? Get the dirt off your hands? Give Burrell's tips a read. At the end of the day, you'll feel better -- and you'll feel proud to share what you do all day with fellow parents at your kids' next school event
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.’ ”