Every Agency Should Ask Their Clients And Prospects This Wise-Ass Question

Connect Marketing founder Clint Powell has a tip for agencies who, after explaining to a client all the wonderful services it can provide a client, hear, "We can do that ourselves." That response is deflationary. It takes the wind out of the sale. More importantly, it's a loss of potential billing for the agency. So what should an agency do in response to this all too common client statement? They should employ a bit of well-meaning rudeness and ask the client, "If you can [do that yourself] then why aren't you doing it?" Which, of course, isn't meant to be rude, rather, it's meant to make the client stop and think for a minute to assess which elements of their marketing they have the internal time and resources to handle and which they should be outsourcing because they'll never get done otherwise. While the question may be a bit jolting in the middle of an all-too-polite client meeting or new business presentation, it clearly cuts through the crap and gets everyone thinking. Try it in your next meeting.

Wait, what? Crazy burger chain White Castle is thinking of leaving the flamboyant Jordan Zimmerman? The man with an ego the size of Mt. Everest? The man who gives private lunch meetings, agency tours and autographed copies of his book to those who wow him? What brand in their right mind would ever leave an agency run by a man this AWESOME!? Apparently, White Castle is that brand. The brand's VP of Marketing and Menu Development (now that's a weird job combo) Kim Bartley said, "We always look at all of our partners on a regular basis, every five to seven years." So basically it's a math problem. Nothing against Zimmerman which Bartley says is "a very good partner." So why have a review? Oh right. To keep agency search firms like Rojek Consulting Group in business. Yup, everyone gets a slice of White Castle here. Personally, I'm rooting for ZImmerman here.

WPP media investment firm GroupM, parent company to Maxus, MEC, MediaCom and Midshare, is getting into the publishing business. The firm has published the debut issue of NEXT, an "innovation and consumer insights oriented interactive publication." The publication, which -- surpirise, surprise -- looks more like an agency website than a publication (but, hey, that might be a good thing) -- will feature proprietary research and insights about consumer behavior. The style of the publication will center on long form viewpoints rooted in data and how technology is affecting consumer trends.

A shake up of epic proportion is about to occur in the digital agency space. CPG giant Unilever is holding a global digital agency review in an effort to, well, we're not really sure since no one at Uniliever or think tank Medialink, which is helping run the review, are talking. But "people familiar with the matter" have said the review will involve incumbents and non-incumbents with capabilities presentations occurring mid-August. This global review will also encompass the U.S. digital agency review now in progress.
Tags: agency
Recommend (3) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
  • This Director Of Earned Media Wants To Be Ace Ventura Pet Detective

    While every morning she's grateful her clients haven't become part of some social media disaster and Twitter is her go to outlet for news, Huge (no, she isn't huge -- that's the name of the agency) Director of Earned Media Alyssa Galella says that if she weren't working at Huge, she'd love to be "a detective. Or work in an animal shelter. I would basically be Ace Ventura, Pet Detective."

    That's an interesting goal for a woman who was recently named one of PR Week's Innovation 50 or who accomplished a killer social media stunt by sending 99 boxes of Cap'N Crunch cereal to Jay-Z who later mentioned the stunt on the radio. Of course, yes -- she's just kidding, but Ace Ventura who certainly was a character. And I like people who aspire to be interesting characters.

    But what's most interesting about Galella, who is far from being an old timer, is her wise view of social media today. She says, "There's no longer a dividing line between 'media' and 'social media.' You need to be fluent in both traditional media relations and social media to do your job most effectively. Most of what I've learned hasn't been on the clock, either -- take the initiative to read a ton, be active on social media, attend events, and take classes you're interested in." You know -- become educated in the ways of life. 

    Thank God. Someone who doesn't think Facebook, Twitter and Snapchat are the only valid forms of media in existence.

  • Havas CEO Yannick Bollore Keynote At MIPTV To Explore Shifting Tides of TV In The Digital Age

    So MIPTV -- a conference that takes place in Cannes and explores the production and distribution of TV, film and digital content -- is right around the corner. It's not Cannes Lions and it's not necessarily an ad conference, but as TV proper continues to die and "content" reigns supreme, the world of content production and advertising continue to blur.

    Havas CEO Yannick Bollore will deliver a keynote entitled "Content Redefined" on Tuesday, April 14 at 12:10 p.m. in the Grand Auditorium of the Palais des Festivals. Bollore will explore the future of TV, but since everyone thinks TV is dead, he will really be exploring the shifting tides of content and the future of media and entertainment.

    Of his keynote and content, Bollore said: “The market is at a turning point. On the one hand, some business models in the industry are being seriously disrupted and more will follow. But on the other hand, consumers have never been thirstier for content than today. It is a great time to be a storyteller."
  • Tumblr Site Says 'Phuck You' to Photography Reps

    If you're on the creative side of the ad agency business, you are quite familiar with the barrage of emails from photo reps that land in your inbox on a daily basis. In fact one agency claims its art directors receive over 100 emails each and every day from photo reps. And it was this little data point that sparked action.

    Enter Phuck You Photo Reps, a Tumblr site designed to shame photo reps out of art directors' inboxes once and for all. The site is a collection of emails from photo reps and everyone is encouraged to contribute the emails they have received. 

    The site is a collection of what you'd expect, fluffy puffy emails pontificating about the balance of light and the magic of some Joe Photographer. Check out the insanity and contribute your own. 
  • Lowe Lintas India Wins Warc 100 Agency Ranking

    The Warc 100, an annual list of the best agencies based on an analysis of winning campaigns across 87 different award events or competitions, has named Lowe Lintas India the number one agency on its 2015 list. The agency scored 213 points and was closely followed by AMV BBDO with 191 and Colenso BBDO with 148.

    Of the recognition, Lowe Lintas India CEO Joseph George said: "We have had a terrific run on creative effectiveness this year across the globe; and all the accolades have further reinforced our belief in the type of work we want to do and believe in."

    Chicago's Starcom MediaVest Group Chicago was named top media agency, followed by PHD Mumbai. 360i New York was named top digital agency with R/GA New York taking second place.

    The Warc 100 is a ranking of top marketing campaigns and companies that the organization says is based on their performance in effectiveness and strategy competitions. The organization does not disclose the competitions that it uses to devise the ranking.

  • This Ad Contest Could Get You A Free Trip to Cannes. Just Don't Tell Your Boss

    Here's a semi-hilarious promotion for Canada's National Advertising Challenge that brings to light an all too prevalent problem in the ad industry -- an overzealous focus on awards. But the promotion promotes just that -- an overzealous focus on awards, and in this case, awards for non-client ads developed simply to win those awards.

    Yes, this is what you brands are paying for. Because you know the creatives in the agency you've hired are going to be doing this work in the office, conceivably on your dime. But, hey, when you dangle the chance to win a trip to Cannes as the prize for this contest, you're going to have creative salivating like dogs in heat.

    Of the Challenge, NAC Marketing and Communications Manager Ellie Metrick said: "We have big aspirations for the NAC, but we were facing a serious comprehension issue within the creative community. This year's online video goes a long way in explaining that we offer creatives an opportunity to do original work in exchange for a chance to go to Cannes."

    But because I know all you creatives are just jonesing for this, the briefs go live March 2 and the work must be completed by March 30.
  • Havas Chicago Ignores Disastrous Effects of Open Office Space, Spends $10 Million Creating One

    Clearly Havas Chicago hasn't been paying attention to recent research that found open office space to be decidedly less productive than that of the old school office. The agency recently completed a $10 million renovation of its 81,000-square-foot River North office space transforming two floors of office space into a wide open, unproductive free-for-all.

    And get this. The agency used to occupy three floors. Now it occupies two. They say that's because the new office design uses space more efficiently. Translated into English, that means stuffing the same amount of bodies into a smaller space to save money.

    The new design has done away with all offices and added all the usual distracting crap you'd expect to see in an advertising agency: graffiti, a soda fountain and a bubble hockey table. They've even added bicycle racks and a "town hall" meeting area with bleachers. Oh, and they've given the new space a cute new name; Havas Village. Because yeah -- it takes a village to raise children and, well, that's pretty much what ad agency people are; spoiled little brats who prefer a playpen instead of an office in which to "work."

    Okay, that's harsh, but I can say that because I've been there. 

    Of the new space, Havas Chicago CEO Paul Marobella said: "The big part of this space, outside of how cool it is, is that it's really built for utility and built for a purpose. Creative, media, strategy and account all sit together, organized by account. What's different about us is we can make a decision on Monday and it will be implemented by Friday."

    Oh, really? How is making a decision on Monday and implementing it on Friday any different than any other agency that decides to do that?
  • Ad Man Offers Advice to Adults In Agencies Who Act Like Children

    It's really kind of strange -- and, well, depressing -- that actual adults with actual jobs in actual ad agencies that are actual businesses that, you know, are run by actual adults actually need advice like this, but apparently this is the case.

    Penning a piece for The Chattanoogan (what the hell kind of name for a news outlet is that?), Connect Marketing Head Honcho Clint Powell has some advice that really shouldn't be the kind of advice that actual adults need. Kids, maybe, but actual adults? No. In any event, he wrote the piece and if you've worked in the ad business for any length of time, you know full well there are, unfortunately, plenty of people who need this advice.

    His advice? Knowing when to say things clearly and in a way that doesn't waste other people's time nor make you end up looking like a fool. He offers up four things that are perfectly okay to say but for some reason, people are too scared to say them. They are "I am sorry," "I can not do that," "I don't know" and "Let's be clear." You can read his whole article for the details but, seriously, you really shouldn't have to. 

  • Jordan Zimmerman's Muscles Win Him Men's Fitness, Muscle & Fitness Accounts

    Have you seen Jordan Zimmerman's biceps? The man is ripped. Ripped, I tell you! And here I struggle to do 5 sets of clean and jerks at 85 pounds in CrossFit class! Now, whether or not Zimmerman's muscles had anything to do with the fact that he just snagged an interesting assignment -- without a pitch -- from muscle magazine-heavy publisher American Media is unclear. What is clear is that the win would appear to be a perfect match for the agency.

    Zimmerman's agency, Zimmerman Advertising, won't be doing ads for the magazines, though. The agency will work with American Media to explore partnerships with other entities such as the National Basketball Association All-Star event AMI sponsored with Macy's a couple weeks ago. 

    The agency will take a close look at events like this and others to determine appropriate fits that match well with AMI titles which include Men's Fitness, Muscle & Fitness, and Flex as well as National Enquirer, Star and OK. 

    Of selecting Zimmerman, American Media CEO David Pecker said he sought and agency that "reflects the aggressive growth strategy of AMI and has a proven track record of driving growth in multiple sectors and is a true strategic partner."
  • Toronto Agency john st. Hires Guy With Same (Almost) Name

    Toronto-based agency john st. has made an interesting hire. Hoping to beef up their digital services, the agency has brought in "an accomplished entrepreneur with over 15 years of experience building global digital media and consumer internet businesses from concept through to final acquisition."

    So who did the agency hire? The guy's name is Tom St. John. Yeah. No kidding. john st. hired St. John. Like, when does that ever happen? 

    Of joining the agency, St. John says, “I feel that john st. has done some of the most innovative digital work in the country for some time now, but I believe that there is room for them to lead the broader digital discussion with clients. Analytics, social ROI, branded content, mobile advertising, online video -- these are just some of the challenges our clients are facing, and we can help them maximize those opportunities.”

  • Is Your Creative Director A Douchebag? You'll Know After They Take This Test

    Ah, you've got to love one thing about the ad business. As self-centered and as egotistical as many in it can be (hey, I know, I worked in it), it's also refreshingly awesome to witness just how much those in the business like to make fun of themselves. 

    It seems like every award show promo and witty little agency puff piece wallows in the schadenfreude of skewering every element of the ad world. Just last week, we were revisited by "Who Said It? Kanye West or Your Creative Director." Now we've got the Creative Director Douchbag Detector Device, a "state-of-the-art-futuristic-hi-tek-gismo that will calculate the potential DBAG risk of that overly paid Creative Leader."

    Here's how to use the device: "Adjust the dials and toggle the knobs to the exact specifications you are looking for in said Creative Leader and….Beep! Boop! Beep! DING! You will know with 99.997% accuracy whether the Creative Leader you want to hire has real potential… to be a complete Dill Weed.”

    I'm sure they meant to say something far more derogatory than "dill weed."
>> Mediapsssst Archives