Move over Don Draper. There's a new Mad Man in town. Well, not exactly in town if we're talking about New York but as we all know, New York isn't the only place where advertising greatness
occurs. Ever heard of Chicago? Yeah, Chicago. It's a really big city in Illinois and, yeah, they have Mad Men too. One such Mad Men is Bill Maloney who worked in Chicago ad agencies during the 50's
and 60's. Now a Honolulu TV and radio producer, Maloney is out with a new book, “Windy City AdMan,” which recounts his time at BBDO, Foote,
Cone & Belding and others.
Over the years, we've seen all manner of job search and recruitment efforts. Well, here's another from Saatchi & Saatchi Bulgaria. As part of their effort to recruit new creatives, the agency has created an online test of sorts which is designed to explore the applicants' creative skills. On the test, Managing Director Milin Djalaliev said, “We are looking for a unique mix of a creative leader with art direction background. It’s not either/or, it’s and/and. The challenge is that not every art director has the soft skills and determination to lead. The ideal person for the job will be someone who can see the big picture and lead our creativity in the right direction.” The test asks visitors to complete a picture, make a video, watch a video and a bunch of other stuff. It's a bit confusing but we suppose it will weed out the losers and keep the winners.
In a stunning discovery of the obvious, the Academy of Management is out with a new study that finds...wait for it...agencies are at risk of losing clients when executives with close ties to those clients leave the agency. The takeaway, of course, is the no-brainer conclusion that an agency should never allow a client relationship too heavily dependent upon one particular person in the agency. The study suggests that agencies adopt an "interorganizational multiplexity for relationship retention" approach which simply means that an agency should make sure several people in the agency are closely tied to the client.
Beauty product and salon service brand ULTA Beauty has selected IPG agency, Mullen, as agency of record following a review. The brand cited Mullen's strategic and creative thinking along with deep retail, beauty product and marketing-to-women expertise. Mullen's past experience in the space includes work with Unilever's treSemme hair care line and retail experience with T,J. Maxx, Barnes & Noble and Zappos. In addition, Mullen operates Frank About Women, a marketing-to-women consultancy.
And so the NewFronts. That time when all things digital trot out their offerings to all things agency in hopes that the latter opens its wallet for the former. And any time you give a marketing
person a chance to get on stage and sell themselves, what you usually end up with is, well, something other than normal.
Today, it seems, DigitasLBi pulled out all the stops and went full on gospel. According to this tweet, it seems the agency has gone biblical.
So what was the epic craziness all about? The agency struck a deal with Vox Media that offers the agency a first look at Vox Media's native product, Chorus for Advertising. Ah ha! There's the gospel tie in. Now it all makes perfect sense.
Well, here's a newsflash. Production company Spotburner, which would rather you called it a full-service digital agency, has...wait for it...announced guaranteed turnaround time on premium content.
That's right. The production company...uh...digital agency will deliver its work to clients on time! Hold the phone! Stop the presses! A company promises to do what it says when it says it will do
This is unprecedented news in the advertising industry, let alone in any industry. I mean, this is unheard of! Never in all my years of selling crap to people who neither want it or need it have I ever come across a company that promised to deliver the goods by the promised due date.
Of the epic promise, Spotburner Founder Bob Bekain said, “I noticed a lot of unnecessary delays for the client while waiting for their content, so I created Spotburner as a means to provide premium content at a fair price, with a guaranteed turnaround time.”
My God! What's next? A company promising to buy clients lunch when they come to a midday presentation?
More than two-thirds, or 68%, of marketers and agency executives plan to increase their digital video ad budget spend over the next 12 months, according to the Digital Content NewFronts: Digital
Video Spend Study, a survey of 305 buy-side professionals conducted by Advertiser Perceptions and released today by the Interactive Advertising Bureau.
The buy-side expects greater digital video spend will come from increased ad budgets in 2015 and a shift away from broadcast and cable television. Two-thirds, or 67%, of survey respondents said that they anticipate their broadcast and cable TV ad budgets to stay the same or decrease in the next year.
The study also revealed that two-thirds of marketers and agency executives, or 67%, believe original digital video will become as important as original TV programming within the next 3 to 5 years.
In addition, 8 in 10 advertisers and agency executives who attended the 2014 NewFronts agree their participation resulted in more spending on original digital video content and motivated them to increase their 2015 budgets.
Of the study, IAB Senior VP of Research, Analytics and Measurement Sherill Mane said: “This study demonstrates unequivocally that digital video is a fierce competitor for advertising dollars. Brand advertisers and media buyers have been dramatically increasing their commitment to digital video, so all signs point up for this captivating form of storytelling as the industry rallies for the NewFronts.”
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.