You have to see this! Once again, HBO's John Oliver has gone on a rant. This time he takes on native advertising. In this well-researched, well-cited 12-minute video (http://youtu.be/E_F5GxCwizc), Oliver examines the integrity of news and its infiltration by native advertising. He takes on Buzzfeed and Jonah
Peretti, whose face he describes as "successful, appealing and yet, somehow, you want to punch it." He also cites the IAB study which found that less than half of people exposed to native advertising
realized the material was advertising. And he skewers Time's CEO for referring to the editorial separation of church and state as "whatever that was." And, finally, he has a bit of fun with NYT
Advertising EVP Meredith Levien who, at an IAB conference, said, "Good native advertising is not meant to be trickery. It's meant to be publishers sharing their story telling tools with the marketer."
To which he says: "And that's not bullshit. It's re-purposed bovine waste." Seriously, if you take a moment, step back and listen to all the bullshit we are slinging about native advertising, you'd be
on the floor laughing just as much as you will be if you watch this John Oliver video -- which ends with an absolutely brilliant twist that humorously flips the tables on the very practice of native
So what's the new way of winning new business? Three-martini lunches are a thing of the past. Pitches? So 1980s. Decks? So 1990s. Capabilities presentation? Yawn. How about writing an article that asks questions you have all the answers to and placing it on a site within the very industry you serve? Yeah -- content marketing, baby. Everyone's doing it. Like HeBSdigital, a New York City-based digital agency which serves the hospitality industry. Senior Marketing Manager Sara O'Brien penned a piece entitled “The Top Ten Questions to Ask Your Online Media Agency.” Apart from the fact that her agency's name has the questionably placed letters "BS" in the middle of its name, the article is filled with insightful questions every agency should have the answers to when pitching new business.
Usually when we hear about some creative person leaving an agency to start yet another "creative venture,” it's a snoozer. Now, I'm not saying the fact that JWT North America CCO Jeff Benjamin is leaving the agency to do just that isn't a snooze-fest. It is. But I like how he elaborates his use of the words "creative venture.” He tells Ad Age: "I feel like every time someone starts something, they don't want to call it an ad agency, but then it ends up being an ad agency. I think it would be silly for me to say it's not an agency, but I do think in order for a startup to succeed, it's gotta be something different." Yes, it does, indeed, need to be something different. At least to investors and prospects. To the rest of us, you'll still be an ad agency.
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 that 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.
The AICP has announced the AICP Show & AICP Next Awards Shortlists. Winners will be revealed during AICP Week in June. Shortlisted pieces and credits may be viewed on the AICP Web site. Chairing the 2015 AICP Show is Kerstin Emhoff, president/co-founder of PRETTYBIRD. Judging Chair is Rob Reilly, global creative chairman
of McCann Worldgroup.
On the AICP Show Shortlist, the top five production companies mentioned are: Biscuit Filmworks, with 21; Smuggler and O Positive, with 16; Park Pictures, with 13; and MJZ, with 12 mentions. For agencies, the top five mentions included work from various offices of: Wieden+Kennedy, with 25; BBDO with 17; R/GA and TBWA\Chiat\Day, with 12 apiece; and SS+K, with 11. On the client side, HBO GO led with 11 mentions, followed by Beats By Dre with nine; General Electric with eight; Nike with seven; and Adidas, Mars Chocolate North America, and Weight Watchers, each with six mentions.
For the AICP Next Awards shortlist, on the production company side, Tool appeared seven times; R/GA five times; Chelsea Pictures, The Kitchen, and Smuggler each appeared three times. For agencies, the top five mentions included work from the various offices of: Wieden+Kennedy, with 11 appearances; BBDO with 10; Leo Burnett, with six; R/GA and Young & Rubicam, each with five. For clients, the top five includes mentions of: Land Rover, with five; Heineken, with four; and Volvo North America, Jordan Brand and Google, with three each.
Kevin Foreman, whose creative career spans 25 years at shops such as Backer Spielvogel Bates/NY, The Richards Group, Publicis, Tribal DDB, Rapp Worldwide and SHOP.COM, will join Moroch Partners as the agency's Digital Creative Director. Which, when you think about it is pretty awesome because Foreman has to be at least 47 so props to
the agency for going against the grain and entrusting an "old guy" with your digital creative.
Of selecting Foreman for the position, Moroch Partners ECD Kevin Sutton said, “Having Kevin on board will ensure the agency remains ahead of industry shifts and will continue to develop the most significant campaigns we can across multiple consumer-centric platforms. With consumers’ increasing demand for real-time information and brand engagement, digital has become one of the most critical components of our clients’ marketing strategies.”
Foreman seems pretty happy with the new gig saying, “Moroch was built on the belief that true 360 integration is the key to driving shifts in consumer preferences and behaviors to deliver more immediate, sustainable and significant client results. The leap was intuitive as I share the same belief and passion. I’m excited to dive in and get started.”
The Big Ten Network has announced it officially named Fallon its agency of record following the agency’s development of a fall national campaign focusing on BTN’s college sports focus
and ever-expanding reach.
Of Fallon's work and selecting the agency as AOR, BTN VP of Marketing Erin Harvego said, “The fall college sports campaign was a huge success for the Big Ten Network. We look forward to continuing the momentum with dynamic, original creative that showcases what the Big Ten and college sports are all about. What we enjoy most about working with Fallon is the agency’s ability to present original ideas, and I think they’ve found fun and exciting ways to share our vision with our viewers.”
Of hooking up with BTN, Fallon Creative Director Josh Combs said, “We like to work with ambitious brands and BTN is among the most motivated with which we’ve worked. The network is determined to become the best network in college sports and our job at Fallon is to help it turn those dreams into a reality.”