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.
Oy! Another creative award event? Sadly, yes. This one's comes from The A-List Hollywood and they have announced the call for entries for the Moving Image
Advertising, Interactive & Branded Entertainment 2015 Award. The entry deadline set for January 30, 2015.
I'm told the A-List Hollywood is the first creative advertising competition of its kind in Hollywood and will focus on the intersection between advertising and entertainment across all platforms. The event will be judged by the usual collection of international creatives including Leo Burnett's Mark Tutsell, JWT's Matt Eastwood, 360i's Pierre Lipton, DDB Germany's Eric Schoeffler among others. And, no, there's not one single woman on the jury.
Of the awards, The Martin Agency Chief Creative Director Joe Alexander said, "There are way too many award shows and way too many without a clear purpose. The A-List Hollywood is the rare exception. It rewards the brands - and agencies - that are behaving in the most creative and engaging ways. Now that's refreshing."
Right, Joe. That's vastly different from every single other award event on the planet.
There's been a lot going on with Nationwide and its relationship with its agencies over the past few months. While its relationship appears to be solid with McKinney, things are not going so well
regarding its relationship with Moxie.
Confirming this, a statement from Moxie CEO Suzy Deering reads: “While Moxie will continue to work with Nationwide, it will no longer be on a retainer basis. Given this shift, we’ve begun the process of closing our Columbus office. Accounts currently serviced out of that location will be handled by our Pittsburgh and Atlanta offices. We are very proud of the work our Columbus team has produced over the years. They are a group of truly talented, dedicated professionals, and we thank them for all they have done.”
It totally sucks when an office of an agency has to shut down due to client shifts or losses. It's not fun. I've been there and know firsthand what it's like. But life goes on. Mine did. And so will the lives of everyone involved here.
Former TBWA LA Creative Director Gustavo Sarkis has joined Crispin Porter + Bogusky and will lead creative for the agency's Miami office. When at TBWA, Sarkis worked on Gatorade and helped the
agency win the Adidas World Cup account.
At CP+B, Sarkis will head up all creative aspects and accounts in the Miami office including Infiniti Mexico and The Miami Dolphins.
The hire rounds out a shift the agency has made away from an agency-wide, global CCO to CCOs for each individual agency office. This shift began last January when worldwide CCO Rob Reilly left the agency.
Of the hire, CP+B Chairman Chuck Porter said, "Our success has always been about the work. Gustavo has a real understanding of culture, and an extraordinary feel for making an emotional connection between a brand and its audience. He has a strong entrepreneurial spirit so it seems especially fitting that he should lead our Miami office, where it all began."
Have your agency's Instagram hashtags been hijacked? Are you seeing a giant ad when you view images with your hashtag created by Dutch creative student Max Kurstjens? Well then
he's identified you as a place he'd like to work. You see, Kurstjens, like every other creative trying to break into the business, is sick and tired of you all ignoring him and his creativity.
So Kurstjens took it upon himself to get noticed. He created several different Instagram accounts and uploaded a collection of images that formed a large composite image that would be viewable to anyone clicking on an agency hashtag.
Targeted agencies included Leo Burnett, AKQA, 72andSunny, Anomaly, Droga5, Ogilvy & Mather, DDB Worldwide and others. The composite image resulted in an ad which read: "We Have Your Hashtag" and directed viewers to WeHaveYourHashtag.com where Hashtags are destroyed. On the site, agencies can "reclaim" their hashtag by sending in an email with a prefilled message that invites Kurstjens into the agency for a cup of coffee. Way to score an interview!
Check out a video of the stunt here.