Watch out Leo Burnett. Big things are happening over at Esurance. The direct-to-consumer insurance company, which stole many Super Bowl advertisers' thunder by giving away $1.5 million after
the game, has announced that Alan Gellman has joined the company as chief marketing officer. Gellman will oversee all of Esurance's marketing and advertising efforts, including direct marketing,
online and offline advertising, search, brand partnerships, communications and customer experience. Of Gellman, Esurance President and CEO Gary Tolman said: "After a very comprehensive search, I am
pleased to welcome Alan to the Esurance team. His experience in regulated industries and strong focus on digital, analytics, and putting customers first will help us grow the Esurance business as we
continue to drive innovation and the evolution of self-directed insurance." Like we said, watch out Leo Burnett.
Las Vegas based SK+G Advertising has named Marc Lineveldt executive creative director. He joins the agency with 24 years of experience working on brands like Coca-Cola Company, Sony, Volkswagen, BMW and Levi’s. Lineveldt is the former Executive Creative Director for Fitzgerald+CO of Atlanta, a division of Interpublic. He began his career at TBWA/South Africa where he spent ten years, the first three in Johannesburg as an Art Director and the next seven years at TBWA Hunt Lascaris Cape Town as co-executive creative director. Lineveldt has also worked at Ogilvy, Y&R and Saatchi & Saatchi. He racked up several industry awards including Cannes Lions, Clio, The One Show, The Art Directors Club of NY, The Loeries, Epica and Dubai Lynx Awards.
Following Kristen Cavallo's appointment as president for Mullen, there appears to be a bit of housecleaning going on. There have been hints of layoffs and re-appointments coming out of the Boston office this week. There aren't many details, but there are plenty of rumors swirling about how the shop has lost its luster. Which, if true, is sad -- as the shop was once mighty.
Remember the Barbarian Group Superdesk? It really is quite awesome. But Gerry Graf wants us all to know that the offices of Barton F. Graf 9000 are just as cool. In a video, along with "spatial philosopher" Rose Sacktor, Graf touts the office's "one continuous floor and "discontinuous desks" and special poles that prevent the floor above from crashing down on employees' heads while at work creating Pizza Hut masterpieces. We think Barton F. Graf should have a party to introduce its One Continuous Floor just like Barbarian Group did to introduce its Superdesk. Gerry?
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.’ ”