Well, here's an interesting tidbit of information you can put to use when you create your next online campaign. While promoting its products on Facebook and Twitter, online clothier
Betabrand.com discovered something very interesting; close-up shots of male crotches came up victorious, by a sizable margin. Crotch shots serve up 64% more engagement, a 30% increase in clickthrough
and a 20% increase in conversion rate. That's right up there with cleavage -- which reportedly (honest, someone said it at a conference) increases Facebook ad response by 61%. Now take this
information to your clients and with the straightest of faces, present it alongside the giant image of a hermaphrodite in your next Facebook ad.
So you think you can dance? I mean create content in a brand newsroom? David Burn doesn't think so. Writing a piece on AdPulp that was reproduced in Business Insider, Burn says that while journalists are flocking to agencies to help them create content for brands, agencies are ill-suited to successfully launch brand newsrooms. Making his argument, Burn writes: "Generally speaking, the people who work in advertising want things to be as cushy as possible. Not just free M&Ms during brainstorms. Ad people create wealth for gigantic companies and some may feel entitled to a ride or two on the client’s yacht. Or the agency’s yacht, as the case may be. Investigative journalists on the other hand are happiest when turning over all the apple carts in the room and claiming that their new apple sauce is appealing. Ad people like their apples shiny and fresh from the tree. But journalists are too busy fixing the world to be bothered by matters like apple presentation and provenance."
Agencies, did you know that 82% of your new business pitches contain repurposed content from prior pitches? Did you know that your business teams, on average, maintain over 5 years of archived content and more than 200,000 documents? How about the fact that 6.5 hours per week per person are wasted searching for content? And that 77% of you just throw that stuff up on random file servers and shared devices around the agency? These findings comes courtesy of Docurated -- which of course is a document management company that wants to help you get your shit together, but let's not fault them for that. Let's focus on the fact that 1). You plagiarize one pitch for another, 2). You are a bunch of unorganized hoarders and 3). You waste hours and hours of precious time that could otherwise be spent shopping online, watching stupid YouTube videos, posting selfies to Instagram, checking Tinder or, yes, doing actual work for your clients.
Well, this is pretty hilarious. Not even a week after the disastrous crumbling of what would have been Publicis Omnicom Group, Omnicom CEO John Wren has been given an International Advertising Association award for "outstanding services" at the organization's World Congress in Beijing. Outstanding services indeed. Wasting $55 million and nine months of two holding companies’ time. Congratulations, Mr. Wren.
Ever since the advent of crowdsource-fueled creative entities like 99Designs, Freelancer and Fiver, design studios, which previously buttered their bread with business from ad agencies, are now
upping their game, cutting out the agency and going direct to the brand for business.
Of the trend, Design Business Council Head Greg Branson said, “A lot of the designers I work with have a strategy partner or a senior person in the business that does strategy. Many of them have been recruited by the designer out of the advertising industry, with the intention of taking their business to a higher level and offering a broader range of services."
While a design studio isn't going to take over the Coke account any time soon, shifts like this are on the rise. Interestingly, even before 99Designs and the like, Barbarian Group, which prior to Subservient Chicken, was a tech design studio of sorts, transformed itself into a full blown agency complete with all the usual agency services.
No, there won't be a weekly parade of design studios making it big like Barbarian did but market conditions have changed significantly enough that we will continue to see more of this.
For the past day or so, it seems impossible to escape from a Google News alert that isn't filled with that story about popular Indian celebrity Aishwarya Rai, who appeared in an ad for Kalyan
Jewellers elegantly dressed with a dark-skinned child holding an umbrella over her head. Many have called the ad racist.
An open letter from a consortium of feminist, child and human rights groups says the ad appears to "be representing aristocracy from a bygone era -- bejewelled, poised and relaxing while an obviously underage slave-child, very dark and emaciated, struggles to hold an oversize umbrella over your head."
The letter, which shares several examples of 17th- and 18th-century images that would now be considered racist, continues: "We wish to convey our dismay at the concept of this advertisement, and that you have, perhaps unthinkingly, associated with such a regressive portrayal of a child to sell a product...we, therefore, urge you to do the right thing -- cease to associate yourself with this offensive image by ensuring that further use of this advertisement is stopped."
In response, a statement from Aishwarya pretty much shirks any responsibility and blames the creative agency for the debacle. The statement read: "On the onset we would like to thank you on drawing our attention to the observation of the perception of the advertisement. Here is an attachment (picture of Aishwarya without the child holding the umbrella) of the shot taken by somebody during the shoot. The final layout of the ad is entirely the prerogative of the creative team for a brand. However shall forward your article as a viewpoint that can be taken into consideration by the creative team of professionals working on the brand visual communication. Thank you once again."
Kalyan Jewellers has pulled the ad.
On Wednesday at the LSA|15 Conference in Los Angeles, the Local Search Association announced the winners of its second annual Ad to Action Awards competition. LSA received 91 entries across 10
categories and the winners were revealed on the main stage at the event.
The competition focused on celebrating the most innovative "local" marketing products or solutions that facilitate consumer actions such as calls, clicks, store visits, etc. The winners demonstrated the greatest potential for driving local consumer engagement and best addressed current market needs.
The judging panel -- made up of 18 companies including Twitter, Foursquare, Yahoo, MapQuest, xAd and more -- evaluated these products and solutions. Each judge reviewed a subset of entries and no judge reviewed any entries where there was a potential conflict of interest.
In the Platforms and Services category, Chicago-based Rise Interactive, which likes to refer to itself as an "interactive investment management firm," won the top spot. And we can see why. Any agency that can spin the fact that they buy online advertising into "interactive investment management form" is worthy of praise.
For, oh, at least the past 7-10 years, every prognosticator has gleefully been promising "this is the year of mobile!" to the point where it's become a joke. Now, certainly, mobile has matured and
has become a viable medium for many things including advertising. But AKQA CCO Rei Inamoto isn't completely convinced.
In an interview with The Drum, Inamoto said, “To an extent I think the promise of mobile in relation to marketing has been exaggerated. The biggest misconception about mobile and the biggest mistake that advertisers make about mobile is to treat it like an advertising channel. Instead we should use it as a way to provide service not to provide a message.”
And, being the smart guy that he is, he's right. Rather than forcing old models (*cough* ...banners) through mobile devices, brands should embrace new services. Many have. Love them or hate them, Inamoto cites Uber as a brand that's fully embraced mobile, not as an advertising medium per se but, rather, as a platform for doing business.
So, yes, mobile has finally arrived. But my hope for the medium is that we can skip past all the missteps we took forcing old advertising models onto the internet and treat mobile very differently and more effectively. Like the personal service it has become. Not a pipe through which to shove ads.