You know how you sometimes become infatuated with a person when you first see them and you think you've met your soul mate? And then they open their mouth and speak. And then their
personality begins to grate. And then you can't stand to be in the same room with them. It would seem this is exactly what happened between McGarryBowen and Pizza Hut which just dumped the agency and
handed the account to Deutsch. The pair split after just 10 months together, a very short courtship in brand/agency terms. McGarryBowen started dating Pizza Hut after a review in September. Either
things went very sour very quickly or Pizza Hut is fickle in the relationship department. Though having been with The Martin Agency from 2008 until 2013, it would seem to be the former. First and
second quarter sales slumps would appear to corroborate that assertion. Or it could be the fact that Taco Bell CEO Greg Creed succeeded David Novak as CEO of Yum Brands in January. Pizza Hut is a Yum
Brands brand. Taco Bell is a Yum Brands brand. Taco Bell is a Deutsch client. Creed loved the work Deutsch did for Taco Bell. You do the math.
Palo Alto-based healthcare tech company Theranos has appointed a new chief creative director, former TBWA\Chiat Day Executive Creative Director Patrick O'Neill. Of the hire, Founder and CEO Elizabeth Holmes said: "Patrick has a track record of creating successful and memorable platforms for brands that connect with people throughout the world in profound and tangible ways. As people everywhere join us as we make timely and affordable diagnostic information accessible as a basic human right, Patrick will partner with me and our teams to transform the accessibility of health services in a whole new way." Whoa. Is this a healthcare company or a cult?
Anheuser-Bush InBev -- although it has had an in-house media agency, Busch Media Group, since the early 1990's and is, seemingly, happy with the work Starcom has done for the brand -- is launching a media agency review. A joint agency briefing session will be held July 22 and pitches will be heard August 14-15. It's no surprise things are getting shaken up a bit as the brand brought in a new U.S. VP of Marketing, Jorn Socquet. Socquet, who previously ran marketing in Canada since 2011, joined the U.S. group on January.
Wouldn't it be fun if the agency pitch for the Tic Tac creative business were simply a Tic Tac Toe throw down between the contenders? You've got to admit, that would be a lot faster and a hell of a lot less expensive than a full-blown agency pitch, right? Why go through all the time and expense just to select a new creative agency? After all, winning at Tic Tac Toe certainly does require a degree of creativity. Who cares how pretty an ad agency's ads are. What really matters is winning. And if an agency can win at Tic Tac Toe, there's no reason they can't win at selling Tic Tacs to people. Oh come on, it could be that simple, right? Why must we over complicate so many things in our lives when a good game of Tic Tac Toe will suffice just fine?
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.’ ”