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.
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.’ ”