On April Fools’ Day, as is always the case, there were a few interesting items sent to us from agencies. One such joke came to us from Crispin Porter + Bogusky on behalf of Fruit of
the Loom. The agency created the "Undie Iron," a tiny iron designed to be worn on one finger while, yes, ironing your undies. It's USB powered and we are told it will go on sale in 2022. Check it out
here. It's yet another innovation from the brand which has given us the reinvented boxer brief for men and the ladies’ cotton panty.
Another great April Fools’ Day gag came to us from RPA which created the Honda Fit Kit for those "tinkerers" who like to build everything themselves. After using the “build and price” feature to configure their Fit online, customers are offered the choice of building it themselves or taking delivery of a "Honda-assembled vehicle" at a Honda dealership. With the build-at-home option, now...ahem... in beta, customers will receive a detailed instruction manual and DVD along with a complete set of parts to assemble a 2015 Fit. With over 200,000 parts, we're guessing the assembly process will be a bit more involved than the IKEA furniture assembly process.
Oy Vey. Sadly, this is not an April Fool's joke. A&E will air an eight-episode unscripted docu-series entitled The Herbert Brothers, which will center on the lives of five siblings who start their own ad agency together. The Herbert Brothers follows five brothers in Batesville, Ind., who won a contest to create a Doritos commercial to air during the Super Bowl, and use their $1 million prize to start their own ad agency in their home town. As if The Pitch weren't bad enough, now we have to listen to a bunch of brothers and a sister bitch at each other on a weekly basis.
Change is the
new normal over at FCB. Global CEO Carter Murray is in the process of completely revamping the agency with a name change, a rebrand and several key hires. His latest hire is Bryan Crawford, who
will become vice chairman of the network. Crawford has been chairman and group CEO of FCB Australia and New Zealand (formerly Draftfcb) for the past eight years, an agency group that has received
global recognition for its award-winning creative campaigns. Crawford joins the global management team and reports to Murray. He will retain his current role as chairman and group CEO of FCB Australia
and New Zealand.
In other agency shufflings, Gustavo Martinez, global president of JWT Worldwide, announced the appointment of Lynn Power as a managing director of JWT New York. Power will partner with Claire Capeci, who was named managing director in December 2013 to lead the agency's flagship New York office. Power was most recently with Arnold New York, where she served as president and managing partner. Both Power and Capeci will report directly to Martinez.
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.’ ”