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?
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.’ ”