JWT is having a lot of fun this Mother’s Day, but in addition, they are being very helpful -- albeit a bit late -- to those who aren't quite sure what to buy Mom. The agency is out
with Intelligift, a research-based approach to gift selection. The service uses a "nationally representative" set of focus groups -- soccer moms, significant
(m)others, stepmoms -- to ensure your gift brings mom tons of pleasure versus a year of awkwardness for giving the wrong gift. How nice. We all need some help every once in a while when it comes to
Cleveland-based agency Brokaw has a mannequin named Shelly in the window of its downtown office. She has become an icon over the years as she wears a t-shirt which bears the names of the 20 quarterbacks the Cleveland Browns have had since 1999. Apparently, when a quarterback has a bad string of games, and the Cleveland Browns announce a change, fans head to Brokaw’s window to see Shelly. They go to see her because Brokaw adds the name of the new quarterback each time one is chosen. As Draft Day approaches, everyone in Cleveland will be looking to Brokaw's Shelly to see who the new quarterback will be. Of Shelly, Brokaw Co-Founder Gregg Brokaw said: “It started out as just a funny statement by two loyal Brown’s fans. Then as the list grew, it took on different emotions, from sadness to anger, then back to funny. We truly hope this draft solves the issue, because we really don’t know how many more extensions [to the t-shirt] we can add.”
So how is Carter Murray doing over at FCB? Since taking the reins eight months ago, he's made all kinds of changes and we (and everyone else) have covered them ad nauseam. But press releases and news stories aren't the only thing that keep us up to date with Murray's world. His Instagram feed is a vast collection of the people he's met at FCB, his fellow FCB employees, FCB office decor and a whole lot more. Of his Instagram entries, Murray says, “What I’m trying to do every day is show that the corporate world isn’t some distant thing, that CEOs can be much more down to earth." And we love you for it, Carter!
So Crispin Porter + Bogusky has created a new position: global managing director. And they've brought in former Wieden+Kennedy Global Account Director Spence Kramer to fill it. Speaking of filling -- is it just us, or does the name Spence sound, well, less than full? As in incomplete? As in you just really really want to call him Spencer? We digress. In his new position, Kramer will oversee the agency's 8 offices. Of his move to CP+B, Kramer says: “I can’t think of better people and a smarter, more forward-thinking company to join than CP+B. The best years of this agency are ahead of us.”
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.’ ”