Hmm. It seems BuzzFeed's decision to up the level of its editorial from idiotic listicles to content with actual merit was well timed. At least as it applies to Australia -- where the
country's IAB and Media Federation have formed a new group to determine what exactly shall be deemed "premium content." Heading up the new group is GroupM Chief Investment and Intelligence Officer
Danny Bass -- who in a not so subtle jab at BuzzFeed-esque native advertising said: “There is also the question of what can we as an
industry do to protect journalism. That’s the thing I really want us to do on this board because if everything goes down the quick, snackable in-and-out news path then our opportunity to grow
digital revenues, to work with clients on digital marketing spends will decrease.” Explaining further: Bass added, “There are two things I want to achieve with this. There is an
operational goal around brand safety and one which is more around an industry goal where if we have the media owners who come to us and talk about premium and say we are not a Buzzfeed, Mail Online,
News.com and we are this and this then we have to understand what does that actually mean.” Now, if this effort and others can eliminate the over 90% of content on the Internet which is pure
crap, "surfing" the Internet might once again become a bit more than a mindless waste of time.
According to a new study from AOL that queried 177 large advertisers, agency and publisher clients of AOL, 86% of agencies and 76% or brands use programmatic buying for their display advertising. In addition, 60% of agencies use programmatic for both mobile and video ads -- and among brands, 56% use it for mobile and 48% use it for video. Among agencies and brands, just 18% use programmatic for social. The report, without surprise, lends support to AOL’s recent $345 million round of funding to bolster the programmatic elements of its business.
Well here's some uplifting motivational information for you. David Murdico, ECD and managing partner of Supercool Creative, has penned an article in iMedia entitled "8 Reasons to Love the Ad Industry Right Now." While Murdico has some interesting points -- the rise of video advertising and the ability (if one partners with the right providers) of analytics to greatly improve campaign effectiveness -- he drops in the weirdest of all reasons to love the ad industry; people think it's cool. He writes: “I was actually at Best Buy the other day getting my laptop fixed by the Geek Squad (awesome name and branding). The Geek asked what I do, and when I said I run an online ad agency, he was very interested. Soon the whole store gathered around and listened, as I told tall tales of advertising lore. They dimmed the lights, gave me a microphone, and broadcast me on the video wall. I look particularly handsome on the Samsung models...just saying." Really? Really? This is more like the reason why everyone hates all of us in advertising.
Healthcare. It's the hottest trend in the agency business now. Arnold recently bolstered its division. And now Grey is cranking it up with the hiring of Ben Ingersoll, who will take on the role to chief creative officer and managing partner of Grey Healthcare Group. Ingersoll comes to Grey from Cline Davis & Mann, where he spent upwards of a decade working on healthcare brands.
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, and 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.