Who knew life after the NBA would involve starting an ad agency? But that's exactly what's happening with former Dallas Mavericks and Miami Heat player Jamal Mashburn, who has hooked up with Jonathan Sackett, a former senior partner at Ogilvy & Mather. The pair has formed, predictably, Mashburn Sackett, which will be based in Chicago. Of his desire to get into advertising and why he thinks he can cut it, Mashburn told The Wall Street Journal: "I look at it from running and owning car dealerships and 80 franchises. Trying to understand the advertising component in the car business was the biggest challenge. The car business is very much all about ‘we are going to do it the same old way.’ It’s a lot of ‘we are going to spend X amount of dollars on radio and print and try and figure out this Internet thing.’ So I began asking my general managers ‘can anybody give me a number on what my return is for what we spend on advertising?’ But no one could give me an answer. That got my attention and I got really involved."
In a new book, Fired at 50: A Survivor's Guide to Prosperity, ad agency veteran Phyllis Green tells the story of her rise
from obscurity at a small Trenton radio station to fame and fortune as the first female sales manager at New York's ABC TV -- and back into darkness when she was fired by Capital Cities, which
acquired the New York television station. But she didn't stay in the dark for long. In 1986 Green founded Green Advertising, which in 1999 was acquired by Pace Advertising, a WPP agency. Currently,
she is chairman of Green Advertising, the parent company of GreenAd.com, Stalder/Green Advertising in Orlando, and Vidpop Productions, a video production complex in Boca Raton.
Are you into content marketing? Native advertising? Do you even know what it is? How it fits into the advertising ecosystem? Writing in Forbes, Lewis DVorkin explains the birth of native advertising (at least at Forbes) and offers up 10 battlegrounds to watch -- from competition to transparency to labeling to presentation to distribution and more -- as native advertising attempts to take center stage. It's a great list of things to keep your eyes on as you march forth into the muddy battleground of native advertising. And no, you will not have the luxury of ignoring it in the hope that it just goes away like the Cue Cat did.
Chris Sheldon, also known as the Depressed Copywriter for a Tumblr blog he ran a couple of years ago, is out with My Parent's Website in honor of his father's website which won a best lawyer site award back in 1997. My Parent's Website encourages people to add their own parents' websites to the collection. Basically, it's a collection of screenshots and links, the purpose of which, the site explains, is to "preserve our parent’s websites forever before they accidentally delete them." So if you've got any creativity hiding inside some website your parents created eons ago, head over to My Parent's Website and add it before, you know, your parents accidentally delete it.
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.’ ”