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.
It's really kind of strange -- and, well, depressing -- that actual adults with actual jobs in actual ad agencies that are actual businesses that, you know, are run by actual adults actually need
advice like this, but apparently this is the case.
Penning a piece for The Chattanoogan (what the hell kind of name for a news outlet is that?), Connect Marketing Head Honcho Clint Powell has some advice that really shouldn't be the kind of advice that actual adults need. Kids, maybe, but actual adults? No. In any event, he wrote the piece and if you've worked in the ad business for any length of time, you know full well there are, unfortunately, plenty of people who need this advice.
His advice? Knowing when to say things clearly and in a way that doesn't waste other people's time nor make you end up looking like a fool. He offers up four things that are perfectly okay to say but for some reason, people are too scared to say them. They are "I am sorry," "I can not do that," "I don't know" and "Let's be clear." You can read his whole article for the details but, seriously, you really shouldn't have to.
Toronto-based agency john st. has made an interesting hire. Hoping to beef up their digital services, the agency has brought in "an accomplished entrepreneur with over 15 years of experience
building global digital media and consumer internet businesses from concept through to final acquisition."
So who did the agency hire? The guy's name is Tom St. John. Yeah. No kidding. john st. hired St. John. Like, when does that ever happen?
Of joining the agency, St. John says, “I feel that john st. has done some of the most innovative digital work in the country for some time now, but I believe that there is room for them to lead the broader digital discussion with clients. Analytics, social ROI, branded content, mobile advertising, online video -- these are just some of the challenges our clients are facing, and we can help them maximize those opportunities.”
Working with McCann London, the folks behind Cannes Lions have launched a new campaign that suggests agencies offer to send their worst employees to the festival of creativity this year...because
it's cheaper than firing them and paying severance.
The purpose, of course, is to make one last-ditch effort to inspire the -- shall we say -- less inspired by dropping them into the center of advertising creativity for one week. I guess if after a week in Cannes they still suck, well, then it's time to bid them adieu. Although you will have to pay them severance then, so the whole send-them-to-Cannes thing is, indeed, a gamble.
Headlines to the ads read: "Nisha, Strategist. Has dedicated seven loyal years to your agency. With very little to show for it" and Samuel, Producer. You fought hard to hire him. Responds to every suggestion with 'It can't be done.'" The ads are signed off with "Buy her/him a delegate pass. Cheaper than severance."
Of the approach, McCann London CCO Rob Doubal said: "Although our campaign is humorous, it makes a very sensible point. Why should being a Cannes Lions delegate be the preserve of the already excellent? If we really want a more creative world, as we all profess, we should also be encouraging the not-so-excellent performers to be inspired by Cannes Lions."
Funny stuff, this campaign. Trouble is, now everyone that is sent to Cannes by their agency is now going to have a gigantic inferiority complex along with nightmares about whether or not agency management thinks they’re up to snuff.
Oh, and the poor people who had to pose for the campaign -- branded losers for life!