Well -- this one is certainly going to be a creative challenge. How would you like to work on a brand that is the most hated airline in the world? Yes, Ryanair is seeking marketing partners
to help the brand develop creative, digital, media and CRM programs. Of the search, Ryanair CMO Kenny Jacobs said: “It’s great that we haven’t had to
advertise until now, it is great that we’re coming to it late, as you can do it in the right way and on your terms and not be like a lot of businesses that are stuck in advertising and afraid to
drop their spend but they know they need to do digital at the same time.” What did he just say? No matter -- he's confident agencies will line up for the account adding, complete with on-brand
pompous attitude, “Everyone is going to be interested. It is going to be one of the best transformations in the next few years and we’re really exciting clients to partner with, so
I’m expecting all of the agencies in the UK and beyond are going to want to work with us.”
Martin Sorrell, in his quest to unseat Publicis Omnicom as the world's largest holding company, continues his buying spree with no end in sight. His latest acquisition comes through the holding company's JWT group, which just acquired a majority stake in S0cial Wavelength, a social media agency in India. India accounts for $500 million of WPP revenue and the agency employs 13,000 in the country. Social Wavelength is WPP's fifth acquisition in India in the last four years.
As if agencies didn't already have enough competition with technology companies and content startups nipping at their ankles, now they have to contend with IBM, which has just announced it will invest $100 million in a newly launched division called IBM Interactive Experience. The entity combines IBM's digital marketing agency with its other marketing-related groups such as data analytics and design. The goal is to offer these as powerhouse services to brands. The Interactive Experience group will hire 1,000 people to fuel the entity. So...if you're looking to bail on your agency gig, IBM might have a spot for you. Of the launch, IBM Interactive Experience Global Leader Paul Papas said the group will “challenge the existing digital agency model, and target the CMO.” Watch out, agencies. The tides are shifting.
Really? Who would work with an agency that put out a press release which read, "Hype Media Marketing is on the scene, and their team of passionate and creative marketing consultants is ready to help businesses everywhere develop and promote their brand by improving their marketing strategies. The Los Angeles-based advertising firm is taking a new approach to marketing and advertising services by offering business owners everywhere the chance to team up with a one-stop shop invested in the growth of each business they serve. They’re not interested in making a quick buck, and Hype Media Marketing plans to stick with each client for the long run. They are able to offer better prices than the competition without sacrificing for quality. Hype Media Marketing is invested in increasing client's revenues and helping them develop a sustainable competitive edge. With many years of experience, they know that businesses must make money in order for their own worth to grow." Really. Who?
The Bellevue, Washington-based clothier Eddie Bauer has hired Jose Cabaco as its new Vice President and Brand Creative Director. Previously global creative director at Nike's Center of Design
Excellency, Cabaco has a long history of agency work at shops such as Young & Rubicam, Leo Burnett, Saatchi & Saatchi, Grey, Wieden + Kennedy and Euro RSCG. He also ran his own agency called
Of the hire, Eddie Bauer CEO Mike Egeck said, “We are very excited to welcome Jose to Eddie Bauer. Jose has a proven track record of being able to develop emotionally compelling brand stories that inspire consumers. His talents will be vital as we continue to amplify our voice within the active outdoor community.”
And so the NewFronts. That time when all things digital trot out their offerings to all things agency in hopes that the latter opens its wallet for the former. And any time you give a marketing
person a chance to get on stage and sell themselves, what you usually end up with is, well, something other than normal.
Today, it seems, DigitasLBi pulled out all the stops and went full on gospel. According to this tweet, it seems the agency has gone biblical.
So what was the epic craziness all about? The agency struck a deal with Vox Media that offers the agency a first look at Vox Media's native product, Chorus for Advertising. Ah ha! There's the gospel tie in. Now it all makes perfect sense.
Well, here's a newsflash. Production company Spotburner, which would rather you called it a full-service digital agency, has...wait for it...announced guaranteed turnaround time on premium content.
That's right. The production company...uh...digital agency will deliver its work to clients on time! Hold the phone! Stop the presses! A company promises to do what it says when it says it will do
This is unprecedented news in the advertising industry, let alone in any industry. I mean, this is unheard of! Never in all my years of selling crap to people who neither want it or need it have I ever come across a company that promised to deliver the goods by the promised due date.
Of the epic promise, Spotburner Founder Bob Bekain said, “I noticed a lot of unnecessary delays for the client while waiting for their content, so I created Spotburner as a means to provide premium content at a fair price, with a guaranteed turnaround time.”
My God! What's next? A company promising to buy clients lunch when they come to a midday presentation?
More than two-thirds, or 68%, of marketers and agency executives plan to increase their digital video ad budget spend over the next 12 months, according to the Digital Content NewFronts: Digital
Video Spend Study, a survey of 305 buy-side professionals conducted by Advertiser Perceptions and released today by the Interactive Advertising Bureau.
The buy-side expects greater digital video spend will come from increased ad budgets in 2015 and a shift away from broadcast and cable television. Two-thirds, or 67%, of survey respondents said that they anticipate their broadcast and cable TV ad budgets to stay the same or decrease in the next year.
The study also revealed that two-thirds of marketers and agency executives, or 67%, believe original digital video will become as important as original TV programming within the next 3 to 5 years.
In addition, 8 in 10 advertisers and agency executives who attended the 2014 NewFronts agree their participation resulted in more spending on original digital video content and motivated them to increase their 2015 budgets.
Of the study, IAB Senior VP of Research, Analytics and Measurement Sherill Mane said: “This study demonstrates unequivocally that digital video is a fierce competitor for advertising dollars. Brand advertisers and media buyers have been dramatically increasing their commitment to digital video, so all signs point up for this captivating form of storytelling as the industry rallies for the NewFronts.”