Will Mainstream Agencies Ever Fully Adopt Performance Marketing?

Way back in 1994 when the World Wide Web had marketing prognosticators predicting the death of traditional advertising's less-than-exact methods of ROI and the rise of internet-based ROI nirvana, who would have thought 20 years later, we're still pretty much doing things the same way and have yet to perfect the science of ROI. While we may never truly get there, a rising class of ad agencies—that is performance marketing agencies--think they are close to reaching that nirvana. There aren't many mainstream agencies of this ilk out there but LA-based KPI Boutique has recently launched a new model that's based solely on performance. Founded by WPP and inVentiv Health alums Nico Coetzee and Chad Childress, the agency aims to serve brands' increasing demand for true ROI. Of the approach, Coetzee said, "Clients want nimble, measurable services, and a guarantee that their efforts will generate actual business results. But there's too much bureaucracy and red tape for the networks to adjust their pricing and delivery models to meet the needs of their clients. We saw it in the failed Publicis/Omnicom merger: the industry is so focused on size and consolidation that it forgot what clients actually want and need." How long before the big guys make this mainstream?

UK agency Karmarama Founder Dave Buonaguidi is leaving the agency and doesn't have anything nice to say about the current state of the ad business. Unless of course it happened at his agency. Speaking to The Drum, Buonaguidi said, “There are a lot of agencies out there that are all based on Mad Men, it’s predictable and nothing changes. Karmarama was always very modern…it’s a real shame there aren’t more creatives entering the ad business and trying to make it better. The industry feels very flat and doesn’t seem very inspired, I’m done with trying to change the world of advertising and I’m going to try and do things that make me happy. It feels very peculiar resigning from the business I set up but Karmarama is in good shape and it gives me the opportunity to get on and try something new.” And there you have the other problem in this industry; everyone thinks they're awesome while everyone else sucks.

So the Emmy nominations are out. And in the Academy of Arts and Sciences Outstanding Commercial category are several familiar faces. Budweiser's Super Bowl “Puppy Love” Clydesdale ad from Anomaly is nominated, as is the brand's “Hero's Welcome,” from Anomaly as well. Also nominated are Nike's “Possibilities” from Wieden + Kennedy, GE's “Childlike Imagination” from BBDO New York and Apple's “Misunderstood” from TBWA/Media Arts Lab. Who will win? Our money is on Budweiser's “Puppy Love”.

A class action lawsuit has been filed against Campbell Ewald for some mobile marketing work it did for the Navy. At a Pasadena, CA court hearing, class action lawyer Evan Meyers argued the agency violated its agreement with the Navy and broke laws by sending text messages to 100,000 U.S. citizens. The action is a revival of the Ninth District’s Telephone Consumer Protection Act against the agency with plaintiffs complaining a lower court mistakenly granted immunity to Campbell Ewald.

Do you like Monty Python? Would you like to see their Monty Python Live show in London Sunday, July 20? Well, Brussels-based agency mortierbrigade has your back. The agency is in possession of four tickets to the July 20 show and they want to give them to you. All you have to do is subscribe to their client Spam's spam email list. For three days, you will have to endure all manner of Monty Python-esque silliness but you will have a chance to win the tickets. Not a bad price to pay to see Monty Python, right?

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2 comments about "Will Mainstream Agencies Ever Fully Adopt Performance Marketing?".
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  1. Walter Sabo from SABO media , July 14, 2014 at 8:33 a.m.

    No mainstream agencies cannot adopt. The audience has abandoned their methods long ago. The audience BUYS EQUIPMENT to skip the work of the WWP

  2. Jonathan Hutter from Garrand , July 14, 2014 at 9:43 a.m.

    I wouldn't stake my compensation on a click through rate. Before you say agencies can't adopt, there is the other side -- the client that can understand the decision chain that measures more than the last click in order to determine effectiveness and true influence on decisions.

  • Brooklyn Artist Sues Starbucks For Allegedly Copying Her Work

    Brooklyn artist Maya Hayuk spoke with Starbucks agency 72andSunny over the course of eight days regarding her artwork and how it might be incorporated into promotional work for the new Starbucks Mini Frappuccino. But after the eight days, she told the agency she was too busy to create new work and the talks ended.

    Upon launch of the Mini Frappuccino, Hayuk felt the rainbow-style artwork was a bit too similar to work of her own and she filed a $750,000 copyright infringement lawsuit against Starbucks saying the finished product was "strikingly similar" to her work. 

    The lawsuit states: "Starbucks brazenly created artwork that is substantially similar to one or more of Hayuk’s copyrighted works.” Hayuk's lawyer added: “When things like this happen, it cheapens the value of the art -- it’s really true. And her only source of income is her art.”

    For its part, a Starbucks spokesperson said: “We are aware a complaint has been filed, and we are investigating the allegations.”

  • New Agency Theme Song Generator Totally Not As Exciting As 'AdWeek' Editor's Picture of Couple Having Sex on Red Carpet at Cannes Lions

    This is most assuredly not as exciting as AdWeek Editor David Griner's picture of a couple having sex on the red carpet at Cannes Lions a day ago, but, hey -- we can't all be in the perfect place at the perfect time. Anyway, nice work, David. 

    Okay. Back to the mundane world of stupid things agencies do when, apparently, they have no client work to keep them busy. Digital product design agency O3 World Labs has developed an app that plays a person's favorite song (anthem?) when they walk into work. 

    The mobile phone app pairs with an iBeacon, which is paired with a Raspberry Pi (a mini computer) attached to a sound system. When the app senses a person in the office, a digital chain of events occurs and the individual's theme song is played for all in the office to hear. 

    The agency says the thingamajig will "make those first few minutes in the office just a bit more pleasant." I say, after the first play or so, co-workers will probably be gouging their eyes out wishing the stupid thing was never cobbled together. 

    Check out the project video here .
  • This Map Re-Draws the World According to Cannes Lions Wins

    Global agency We Are Social has created the Cannesogram, an interactive cartogram that reveals how countries have performed over the last ten years at Cannes Lions.

    The countries are displayed with a combination of color and size that changes according to how successful they have been at winning Lions. Users can drill down into many of the categories using a timeline to find out which countries were most successful in specific years.

    Hovering the cursor over a specific country brings up its record of Cannes Lions wins in the selected year and category -- Grand Prix, Gold, Silver and Bronze.

    Of the map, James Nester, creative director at We Are Social and a Cannes Lions Cyber judge for 2015, said: “There’s always a lot of debate about which countries do best. So we thought we’d use data to show the world according to Lions wins. It’s fascinating to see how fast the creative landscape has changed. And it’s revealing to see that different countries consistently own different categories.”

    We Are Social’s interactive cartogram is based on data from Cannes Lions: International Festival of Creativity, between 2005 and 2014. Among the interesting patterns revealed are:

    - Cyber is consistently dominated by the U.S., Europe and Japan.
    - Film is still a category the UK rules, alongside the U.S.
    - Outdoor is ruled by Brazil, with Europe also performing consistently.
    - The UK and Europe have been doing well in the relatively new category of PR.
    - Brazil rules in terms of press.
    - South Africa is the king of radio.
  • Design Studio Offers Coloring Book Filled With Cannes Jury Heads And Invites Delegates to Get Creative

    In conjunction with their presence at Cannes this year New York-based design and animation company the STUDIO has created the Cannes Coloring Book along with the accompanying Twitter hashtag #ColorCannes.

    If you're in Cannes and you visit STUDIO's booth at Little Black Book & Friends Beach between the Carlton and the Martinez, you can get a free coloring book and pencils featuring all of the Jury Heads including BBDO’s David Lubars, Grey’s Tor Myhren, Matt Eastwood of JWT and more.

    The coloring book is also on Facebook. Anyone who feels creative can upload their masterpieces to Facebook and Twitter with the hashtag #ColorCannes.
  • 'Cannes You Please Shut Up': Tumblr Gleefully Pokes Fun At Stupid Agency Tweets

    It's Wednesday. It's Cannes Lions week, It's awesome, right? Mostly, yes -- but certain aspects of the festival are just, well, annoying. Which parts? The parts where ad agencies, brands and other parties attempt to be witty and intelligent with their social media activity. Sadly, and annoyingly, this fails most of the time.

    A new Tumblr post entitled "Cannes You Please Shut Up?" has taken on the task of collecting the most inane, most insipid and most annoying posts and posting them for posterity's sake.

    Posts include poking fun at Interpublic CEO Michael Roth enjoying an #unskippable moment on a yacht, Havas Group posting images of super-smug people accompanied by stupid  #HumansofCannes quotes, something about Martin Sorrell eating his own children and super insipid comments like Ogilvy & Mather tweeting: "If we don't push our creativity, then we can't evolve."
  • 'Cannes We Meet' App Offers Cannes Lions Delegates Tinder-Like Hookups

    It seems the "hook up" is the predominant theme at Cannes Lions this week. Just like Barbarian Group's Dumb Phones, Virool's "Cannes We Meet" helps delegates connect with other delegates.

    Cannes We Meet is a web app that works just like Tinder. After you visit the site and log in using LinkedIn, you can swipe right to meet or left not to meet in a manner very similar to the Tinder dating app. 

    Of the app, Virool CEO Alex Debelov said, "We know that clients meet agencies, agencies win business, startups win funding and products find buyers. Now we're helping bridge that gap and propel our industry forward."

    Nice effort though I'd venture to say that I'm not all that far off base when I suggest rose-fueled delegates are thinking about propelling forward something entirely different than the industry while boozing it up in Cannes.

  • Barbarian Group Unleashes Tinder-Like Action At Cannes With 80 Dumb Phones

    As a fun little experiment during Cannes Lions -- because, after all, sitting on a yacht drinking rose all day long gets pretty boring -- Barbarian Group has handed out 80 old and bricked phones, each programmed with only five numbers. 

    Each of the 80 people can call or receive calls from 5 of the other 80 people to have a random chat, meet in person or, well, you can use your imagination.

    Advertising Age's Alexandra Bruell is testing one out and has had calls with an anonymous fellow with a British accent, a Vox Media person inviting her to a party, a French person who spoke no English and Nick Parish from Contagious.
  • Mullen Lowe to Donate Value of Every Cannes Lions Win To Charity

    Mullen Lowe has launched a program this week that will see the value of any and all Lions it wins during Cannes Lions donated to hunger and earthquake relief efforts in Nepal.

    The program, Can Your Lions, encourages other Cannes Lions-winning agencies to join the cause by declaring their intention on the site or by supporting the effort publicly using the hashtag #canyourlions.

    According to the Can Your Lions site, it costs fifty cents to feed a person in Nepal for an entire day. Based on that number, a Grand Prix -- worth $2,906 -- would feed a person for 5,812 days and a Gold, Silver or Bronze -- each worth $1,280 -- would feed a person for 2,560 days. 

    Currently, it appears that calls for industry participation have so far gone unanswered. Mullen Lowe Group is the only pledging partner listed on the site. Come on, agencies! After all the obscene cash you spent to get to Cannes this week, donating the value of your Cannes Lions wins is just a drop in the bucket. 

    Of the effort, Mullen Lowe Global CEO Alex Leikikh said, “We’re excited to be in Cannes celebrating the best of global creativity, and we’re hopeful that the global creative community will join us in sharing our good fortune in support of this important humanitarian initiative."

    Step up, people!
  • 180LA Recruits Cannes Lions Judges With 'Most Direct Recruitment Ad Ever'

    Leading up to and during Cannes Lions, a handful of the world's best and most respected creatives convene on jury panels in Cannes, France to judge the world's creative. These judges are the cream of the crop. Any agency would love to have them work for their shop --  but how does an agency reach out to all these amazing creatives all at once? Easy. Turn your Cannes Lion entry case study video into a recruitment ad.

    180LA did exactly that by submitting a case study video of an entry into four Lions competitions; Film, Press, Direct and Radio. So as jury members were in the midst of reviewing hundreds of entries, they were also delivered a sneaky recruitment video. Quite brilliant actually, and from the tweets some of the judges sent, the stunt seems to have gone over quite well.

    Y&R/Bravo Miami VP Creative Director wrote: "Hey @180LA thanks for the offer in the middle of the judging process. Lol. I'll call Monday." Proximity Creative Director Eva Santos wrote, "A case study just called me by name and offered me a job. Great idea @180LA #canneslions "lionsjudging."

    Delivered with the drollest of droll voice overs, jury members, if not interested in the offer, are asked to "pass this idea to the shortlist and help change the life of another CD."

    Check out the video here.

  • Union Creative's 'Cannescellation' Is The Perfect Gift For Everyone Not In Cannes This Week

    This week, of course, is Cannes Lions week -- that annual Festival of Creativity thingy to which the entire advertising industry heads each year to consume massive quantities of rose, bask in the sun, mingle at the Gutter Bar and oh yeah -- hopefully take home a few Lions.

    Alas, not everyone can make the trek to Cannes and for those who don't, witnessing all the fun everyone else in the ad world is having is, well, excruciatingly painful -- yielding a major case of FOMO. So what's an unlucky soul to do when the biggest event in advertising is occurring without them? Ignore it all, of course.

    Well, thanks to Union Creative, that's now entirely possible. The agency has created a Chrome plugin called Cannescellation  which will eliminate the deluge of Cannes Lions-related tweets flowing from the South of France -- which, in the case of a non-attendee, accomplish nothing but to make the blood boil with raging jealousy.

    Now, if only there were similar solutions for Facebook, Instagram, Snapchat, Vine, Periscope, Meerkat and Pinterest. But hey, at least it's a start.
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