We never had the chance to say it, but TTI Floor Care’s Hoover, Dirt Devil and Oreck did, having just awarded New York-based Johannes Leonardo its advertising account. Get it?
A vacuum cleaner account awarding its business to an agency that understands the art of the suck? As is always the case, the win followed the installation of a new CMO, Alan Gravely, who joined TTI in
March. Gravely is TTI's first CMO. Of Johannes Leonardo, Gravely told Ad Age: "We were impressed
with all the agencies we spoke with, but we were blown away by Johannes Leonardo. Johannes Leonardo has extensive expertise with iconic brands and a philosophy that it's consumers, not the media, who
control the conversation today. The idea of the consumer as the medium fits well with our vision for TTI Floor Care as an organization centered around the consumer."
Havas Worldwide has a new executive creative director. Jason Musante joins the agency's New York office from Anomaly, where he was creative director and lead on the Google Glass launch. Prior to that, he was Co:Collective’s first senior creative hire, leading the relaunch of USA Today and Google+ as well as working on the Microsoft business. Musante also held positions at DDBO and Saatchi. Of the hire, Havas New York CCO Darren Moran said: "When it comes to moving seamlessly and brilliantly across content, digital, social and experiential, Jason is one of the very best creatives out there, and he has the awards and business successes to prove it. He's a courageous leader, smart innovator, and a fighter for great work that works. He's worked for some of the best people at some of the best agencies on some of the very best brands; I couldn't be more excited to have Havas be the next (and hopefully last) agency to benefit from his talents." Last? Doubtful.
In case you missed it, Martin Sorrell penned a LinkedIn Influencer post Monday entitled The 10 Trends Shaping the Global Ad Business, in which he predicts a decline in qualified creative candidates based on declining birth rates, smaller families and the growth of digital. He writes: "Simply, there will be fewer entrants to the jobs market and, when they do enter it, young people expect to work for tech-focused, more networked, less bureaucratic companies. It is hard now; it will be harder in 20 years." He also notes, to no one's surprise, the center of the ad world is shifting away from New York toward places like Latin America, China, Russia, Africa and the Middle East.
This would be a sweet win. Tiffany's, the high-end jewelry retailer, has launched a review for its global media business. The brand seeks media innovation and improved efficiencies. The budget is said to be $100 million. A Tiffany representative said: "In addition to our internal marketing department, Tiffany & Co. has decided to pursue an external media agency to further enhance our global business. This is in addition to Ogilvy & Mather as the company's creative agency." Ark Advisors will conduct the review.
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.’ ”