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.
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.’ ”