Well this is awesome! We saw an image of Colleen DeCourcy standing in front of a Weiden+Kennedy placard with her name on it on Instagram today and we thought, "Hmm, what does that mean?"
Turns out the agency has made her a partner in its global network. While that's awesome, there are 11 partners in all. Isn't being partner supposed to be special? They shouldn't just give it out to
anyone, right? Before you start sending hate mail, clearly DeCourcy is awesome and totally deserves partnership. We've seen her in action. We've seen her speak at conferences. She absolutely deserves
this. She's been with W+K for 18 months as global co-executive creative director. Congratulations, Colleen!
After an 8-week pitch process, during which Leo Burnett, FCB and Magnani Continuum Marketing battled one another for the Choose Chicago tourism account, it was FCB that prevailed. What's interesting is that Leo Burnett did some pro bono research to the tune of $1 million which each of the three shops used for their pitches. And while Leo Burnett might have had some explaining to do had they won the pitch, parent company Publicis Groupe shouldn't be too upset as Starcom, also a Publicis company, took home the media business.
In the automotive space, J.D. Power & Associates is seen as a God-like research figure. While it may take some time to be seen that way in the digital advertising space, the organization is going to make a go of it with the acquisition of Korrelate, an Orlando-based research firm that measures online consumer behavior, which it links to offline sales. Of course, much of what the J.D. Power/Korrelate offering will focus on is, in fact, the automotive industry -- but with a shift. J.D. Power President Finbarr O'Neill explains, saying: “Consumer behavior is changing dramatically in today’s Internet-powered world. The auto industry spends billions of dollars annually on digital marketing. Measuring online activity and linking it to actual vehicle sales will enable marketers to measure and optimize their digital strategy.”
Hey this is pretty cool. It addresses both writer's block as well as the desire for creatives to find a home for the work they poured their heart and soul into, but the client decided it wasn't worthy. Freelance creatives Kalle Everland and Timo Klaarenbeek have launched Ideas to Steal, a site on which creatives can "steal" killed ideas that others have uploaded. But if an idea is "stolen" the person doing the stealing has to agree to share credit and share any glory the work might receive down the line. Wouldn't it be awesome if someday some creative stood on stage at the Palais in Cannes and had to share the glory? Perhaps not -- but we'd certainly love to see that.
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.’ ”