In Sydney for the Global Marketer Conference, David Droga had a bit of a shock when he stepped off the plane he boarded in New York. Upon arriving in Sydney, he said, “When I got on
the plane in New York we had a big agency in Sydney and when I landed we had a slightly smaller agency. It’s alright -- we can talk about it...don’t feel awkward, that’s what happens
in our industry right? It’s the nature of advertising." In the time it took him to fly from New York to Sydney, the Sydney office had lost the Woolworth's account. Making light of the loss,
Droga said the client was too big for the agency and added, “I don’t want Droga5 to be the biggest agency, I want it to be the best.” Spoken like a true advertising optimist.
So Unilever Global SVP of Marketing Marc Mathieu says digital is dying. Say what, you say? Also in Sydney for the Global Marketer Conference, he clarifies by saying: "We need to stop thinking about digital marketing and start thinking about marketing in a digital world. Think about connection first and build content around that." He also told attendees that those considering joining the agency side of things should forget about an internship and instead hang out with hackers who are the ones who really know how to get things done these days.
Upping the ante in the real-time marketing game, BuzzFeed has partnered with WPP's Mindshare to bring the agency editorial trending information from the publisher's Fre.sh app allowing the agency to alter its client spending based on trends. Of the partnership, Mindshare Chief Strategy Officer Jordan Bitterman said: "We can utilize this data feed to learn what's trending on the Web and where to spend our paid media." BuzzFeed, of course, hopes Mindshare will spend a hefty share of its online budget with the publication.
If only every CMO thought like outgoing Sainsbury CEO Justin King. Sainsbury, a UK supermarket chain, has worked with Abbot Mead Vickers for over 30 years. There've been good times and there've been bad times, but the two have stuck together throughout. Of sticking together, King said: "With a lot of the pitches that take place when a business is in change or in crisis, there is almost a predisposition to change because it’s the easy way for a new marketing director to demonstrate that they’ve moved things on. However, it’s always the braver decision, and often the right decision, to stay with the incumbent." If only more CMOs had a bit more courage and fortitude and didn't always feel they had to prove their worth with an agency review upon joining a brand.
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.’ ”