Agencies beware! Marketers rejoice! Appropriately named IQ Agency is out with a multiple choice quiz, entitled the Agency IQ Test that
allows marketers to rate their ad agency. Questions center on an agency's focus on paid, earned or owned media; content marketing; the handling of integration; style of delivery; propensity to be
safe, risky or original when it comes to creative; knowledge of trends and more. Scores of the ten-question quiz can then be shared via LinkedIn or Email. The quiz is fun but it's no joke. It asks
some very serious questions and just might get you thinking, as a marketer, whether or not you are working with the right agency and, as an agency, if you are providing what today's marketers need.
Hold on to your hats, folks, There's a new agency in town. And they are different. Very, very different. In fact, "they're a new kind of agency set on developing out-of-the-box thinking and state-of-the-art campaign executions for their clients," screams the press release. Never before have we heard such a differentiating statement from an ad agency. It seems these guys are really going to bring it like it's never been brung before! Fronted by what's touted as "the brains, the brawn and the experience," LA-based Revolve "breaks the mold" and opens its doors for business bringing together " a team of seasoned creative and innovative marketers who have years of experience partnering with the top movie, television, sports and technology clients in the industry." Can't get enough of these awesome press release quotes? Here's another. One of the founders "was born and raised in the heart of Los Angeles and has been knocking it out of the box for over a decade." Knocking it out of the park, I say! Of this same executive? "Jack of all trades is an understatement when it comes to what he is capable of." Who writes this stuff?
DDB Group Asia Pacific has created a wonderfully inspirational video that will call attention to the fact true creativity and the big idea have, perhaps, fallen out of favor, pushed aside by our obsession with real-time, programmatic, socially-fueled hoo-ha. But the video will also inspire you to get back to basics, explore your inner self and to dig deep for that big idea that hides within. Making great creative isn't easy. It takes hard work. And it takes time. Creativity should be given the time it takes to yield greatness, not mediocrity attached to a stock photo.
CRM, or customer relationship management, was once spoken only within tech sector circles. Now, like everything (let’s be honest), agencies are latching on and launching entire CRM departments in a bid to create yet another hook to retain dwindling business. Las Vegas-based SK+G, which already has a CRM division, is bolstering that department with two new hires. The agency is bringing in former Bopi Marketing Automation manager Barbara Pape as Director of Client Services and former The Proper Image Events Coordinator Julia Porche-Garcia as Assistant account Executive.
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.
In an audit of the 1,000 posts that BuzzFeed deleted from its site, three were deleted because advertisers complained. Yes, it's true. Don't like what someone writes about you? All you have to do
is bitch a little and get it removed.
In 2013, BuzzFeed published a post about an Axe body spray ad that was, it seems, not very positive. The brand's agency at the time didn't like what they read, complained and it was removed. Also is 2013, the publication chided Microsoft about its Internet Explorer browser. According to BuzzFeed Editor in Chief Ben Smith, the post was deleted because its author "had worked on a Microsoft ad campaign, and BuzzFeed's chief revenue officer complained about the post to me."
A third post, published in January 2014, which discussed what brands had planned on Twitter for the Super Bowl was pulled because it was critical of what Pepsi had planned and -- oops, the brand's Twitter account was handled by BuzzFeed staff at the time. Of that decision, Smith said: "We'd never previously considered the case of an editor that would be writing about an ad that was produced by our creative team, but we decided it was inappropriate and deleted the post." Really?
Remember when advertising and editorial where separate entities? Yeah, neither do I. We've all been pummeled so hard with native advertising bullshit over the past few years that it's practically become -- much like the banner before it -- invisible. Not to mention the over-the-top, incessant use of ridiculously sensationalistic clickbait headlines that achieved nothing but to quicken the tactic's invisibility.