Did you hear about the stunt Mother New York pulled to recruit summer interns? They enlisted a creepy looking character, Donald Buscando, to troll the LinkedIn pages of young, college-age
students with profiles indicating they would be interested in marketing and advertising. He has been leaving messages on profiles encouraging people to apply for the summer internship positions. Those
who made it over to Buscando's profile were greeted with weird but informative prose about what the agency is looking for. They even produced a video showing
the creeper at work.
Southfield-based Doner Partners has welcomed an alumni back into its stables with the hiring of Elizabeth Boone. From 2007 to 2009, Boone was at the agency as SVP group account director on the Mazda account. This week she returns to the agency as chief marketing officer. Prior to rejoining Doner, Boone was a VP at San Francisco-based Federated Media. Of her rejoining Doner, President and co-CEO David DeMuth said: “Liz understands how to help brands tell relevant and compelling stories in today’s always-on marketing landscape. Her experience and skills are ideal for this position, enabling us to further build our digital capabilities and raise our profile, as well as that of our clients, through proprietary content.”
For you younguns' out there, there was once a time in the agency world when job titles were, you know, less pretentious than they are today. Back in the day we had director of new business. Today we have chief revenue officer. Back in the day, we had media director. Today we have chief investment officer or, in the case of Vik Kathuria, head of digital investment. But in joining Publicis Groupe’s Razorfish, Kathuria has gone semi-old school, taking on the title of global media chief. He'll fill the shoes of Jeff Lancot who this past summer left the agency world for the ad-tech world.
Everyone clamors for international stardom at some point, right? Well, it's Grey Berlin's turn for 15 minutes in the spotlight. After winning the account for Welt am Sonntag, Germany’s biggest premium Sunday newspaper, the agency will lead the pan European efforts for Panasonic's introduction of the AX-A500 video camera. In January 2014 Grey opened Grey Berlin under the direction of management duo Matthias Meusel and Oliver Handlos. Meusel previously worked as CMO for eBay subsidiary mobile.de, while Handlos comes from BBDO New York, where he had been creative director since 2010.
Last week I made note of Alex Bogusky launching a start-up that that would focus on doing social good and that it would be called Spiffly. The first part was right. The second part was wrong. The
new entity will be called Fearless and "will help socially-minded corporations, foundations and non-profits develop 360° campaigns while providing the added value of a built-in millennial audience
through Fusion's television, social and digital platforms."
Fearless will be a division of Disney/ABC/Univision's cable network and digital platform Fusion and run in partnership with Bogusky, former CP+B'ers Dagny Scott and Lelsie Freeman. Fearless will "enable clients to engage with an ultra-connected audience in all of the places they consume media. The agency will develop multi-platform content spanning video, art, text, comedy, documentaries, television, events, and sharable content, all with an eye toward raising awareness and moving millennials to action on key issues and ideas that encourage positive change in the world."
Of the launch, Bogusky said, "Mashing up agency and media solves a huge problem for socially-minded clients who have incredibly compelling messages but no way to find their audience. Fusion is striking the right tone. Although millennials are more interested in doing good, they aren’t motivated by the same old dry boring, righteous approach. They have the attitude that changing the world can and needs to be fun. And I happen to agree with that.”
Fusion will be opening an office in Boulder, Colorado where Fearless will be based.
Are you going to SXSW? Do you want a new job? Then, it appears, you might want to hook up with Saatchi & Saatchi, which is opening up a Dallas office and will be trolling the streets of Austin
during SXSW for new hires.
The new office is for the agency's Team One unit, which focuses specifically on the Toyota and Lexus accounts. The agency's move to Texas is in reaction to Toyota moving its U.S. sales and marketing operations to Plano, Texas.
And so between barbecue and overcrowded sessions, head over to the SXSW Job Market at the JW Marriott (Floor 2). The hours are Friday, March 13 from 10 a.m. to 6 p.m. and Saturday, March 14 from 10 a.m. to 6 p.m.
While every morning she's grateful her clients haven't become part of some social media disaster and Twitter is her go to outlet for news, Huge (no, she isn't huge -- that's the name of the agency)
Director of Earned Media Alyssa Galella says that if she weren't working at Huge, she'd love to be "a detective. Or work in an animal shelter. I would basically be Ace Ventura, Pet Detective."
That's an interesting goal for a woman who was recently named one of PR Week's Innovation 50 or who accomplished a killer social media stunt by sending 99 boxes of Cap'N Crunch cereal to Jay-Z who later mentioned the stunt on the radio. Of course, yes -- she's just kidding, but Ace Ventura who certainly was a character. And I like people who aspire to be interesting characters.
But what's most interesting about Galella, who is far from being an old timer, is her wise view of social media today. She says, "There's no longer a dividing line between 'media' and 'social media.' You need to be fluent in both traditional media relations and social media to do your job most effectively. Most of what I've learned hasn't been on the clock, either -- take the initiative to read a ton, be active on social media, attend events, and take classes you're interested in." You know -- become educated in the ways of life.
Thank God. Someone who doesn't think Facebook, Twitter and Snapchat are the only valid forms of media in existence.