Deutsch CDO Says Ad Schools Aren't Cutting It Any Longer

Of the importance of staying abreast of changes in the digital space, Deutsch LA Chief Digital Officer Winston Binch says:  “If you’ve been in the business for a while, particularly on the creative side, and are not open-minded and curious to learn new things, someone’s going to take your job.” That sentiment is reflective of many in the industry, some of whom are going back to school, attending workshops or taking courses to keep current. Deutsch offers what it calls D School, an annual course offered to everyone in the agency to -- as Binch says -- "give everyone a brush up on digital, make them aware of the landscape and expose them to some of the opportunities.” And he thinks the ad schools just aren't cutting it anymore. He adds: “There are lots of kids coming out of ad school that still want to do TV spots, but the reality is more and more has to be designed for the Internet, the Internet is first. We really want to help everyone here get the tools and the abilities to get really fast creative.”

Making note of the sad fact that 20 CEOs of creative agencies have lost their jobs in the past 12 months, Avi Dan, writing in Forbes, worries that Madison Avenue's shift from focusing on profit versus big ideas is gravely harming the practice of advertising. He writes: "The growing bottom line orientation of Madison Avenue could affect agencies culturally and lead them to become more risk averse, and damage their value proposition to their clients. Ideas and innovation are born out of a culture of risk taking. And agencies at their best are always an independent voice, pushing the envelope. Will an attitude of 'holding to the client at all cost' mitigate that spirit and encourage agencies to become conformists?" Sadly, yes and sadly, that's exactly what is happening. Which is why we see so much lame work coming out of agencies lately. Management by consensus and approval by committee is killing this business. Do we have the guts to put the brakes on this impending train wreck?

MRY has said goodbye to six of its developers. Of the layoffs, MRY Chief Marketing Officer David Berkowitz said: “We unfortunately did have to part ways with a few of our colleagues earlier this month as part of normal reshaping based on industry demand. MRY continues to grow, though, and we have 15 open positions right now across a number of departments.” But those 15 open positions are not development positions, which causes one to wonder what broader changes are underway at MRY. 

It's interesting, though entirely unsurprising, that those who love to work together, well, continue to do so. A couple of years ago, three Crispin Porter + Bogusky staffers -- Dave Schiff, Scott Prindle and John Kieselhorst -- left to form a new shop named Made Movement. Now CP+B VP Account Director Kate Higgins has also left the shop to join Made Movement. Of the move, Higgins said, “I love CP+B, but I’m excited about the chance to be a partner and to help grow and shape this place. We always joke that at some point you either own your own shop or become a client, and I like the creative process too much to turn the opportunity down." We wish Higgins well. And she's right. If you don't start your own agency, climb to the top of one or, yeah, become a client, you're likely out on your ass the day you turn 40. It's sad but it's true.

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  • CP+B's Chuck Porter to Serve As Chief Juror For Table Tent Awards

    With it being so close to April Fool's Day, one might wonder whether or not The Tenties are just a hilarious take on the ad industry's obsession with awards. Oh wait. Anyway, The Tenties has issued its call for entries which begins May 15.

    The Tenties has also announced CP+B Chairman Chuck Porter as Chief Juror. Apparently, table tents were Chuck's first foray into advertising, and the medium is near and dear to his heart having helped jumpstart his career.

    Some of the award categories include Best Table Tent for less than 1,000 tables, Best Table Tent for more than 1,000 tables, best Flip Stand table tent, best Quad-Fold table tent, best use of a QR code on a table tent, best Cylindrical table tent and best "green" table tent.

    And where will this awesome award ceremony take place? Well, it seems it will occur September 15 in Las Vegas...at the Holiday Inn...in Ballroom B. Sounds pretty swanky, right?

  • Millennials Are Reshaping Ad Agencies And It's Not All Positive

    Like everything in advertising, it's standard practice to obsess over all things young. So it is without surprise that much of the work agencies pump out is geared toward younger audiences. But while ad agencies have forever been youth=obsessed, they seldom look inward to realize what the young -- their own Millennial employees -- mean to the agency.

    In an in-depth piece for AdWeek, David Gianatasio examines the effect Millennials are having on the day-to-day operation of the agencies for which they work. Predictably, Millennials are great at speedily implementing the tech-heavy aspects to today's social media-fueled ad campaigns. They are also frank, forthcoming and in management's face, disrupting things in a mostly positive manner. AAAA's EVP Singleton Beato says: "Millennials are the great disrupter. They are energizing our industry and causing our leaders to lean forward and listen and learn in new ways."

    But, like any age group, it's not all roses and lollipops. Gianatasio finds there is a propensity for Millennials to focus on The Now and less on the past and the future. In other words, they lack perspective. Mullen Mediahub CMO John Moore says, "I don't think they understand the history of advertising like we do. They just don't have the curiosity." 

    Summarizing this viewpoint, Gianatasio writes: "Older execs worry that millennials who are ignorant of history may be doomed to repeat its mistakes. And that lack of institutional knowledge plays into another shortcoming: Millennials tend to emphasize tactics over long-term strategy. That can be a plus when shops need to quickly address an issue dealing with technology—say, whether to use Instagram or Vine to target a particular demo. But overemphasizing tactics can be a negative when creating all-encompassing campaigns aimed at bolstering brands and boosting the bottom line."
  • CP+B's Andrew Keller: Failure Isn't So Bad

    In an interview with The Guardian, Crispin Porter + Bogusky CEO Andrew Keller shared his thoughts on failure and how failure can fuel future success.

    When Keller was in college, he intended to become a doctor. That didn't go so well. Of that time in his life. Keller said, “I was at a very small college in a very small town. And having failed, I decided I’d stay in that town for the summer and work as a cook in this restaurant. I wanted to know: how bad was failure? I’d seen my dominant dream, to be a doctor, come crashing down. And it was like, okay -- let’s explore this a little bit.”

    Of the lessons he learned during this supposed failure, Keller added, “I was supposed to be a doctor, so staying in a little town and working in a restaurant -- that was not something that figured in my hopes and dreams. But I did that, and it gave me confidence. Because it wasn’t so bad. Failure isn’t so bad.”

    And even though society and culture view failure as taboo and something to certainly avoid, Keller says we all should resist this line of thinking. Because failure is most certainly going to happen. That's what he tells his kids. He says, "failure is going to happen to all of us. It is going to happen to you.” So embrace it and learn from it.

  • Morals in Advertising: Paleo Blogger Does Voiceover Work For Coca-Cola and KFC

    As proof yet again that morals are nonexistent in advertising, it's been revealed that paleo food blogger  Charlotte Carr has been doing voiceover work for the likes of crap food brands KFC, Coca-Cola and Cadbury's (actually, actual chocolate minus all the added sugar isn't bad for you, according to the Paleo diet). 

    Carr authored the cookbook, Bubba Yum Yum: The Paleo Way for New Mums, Babies and Toddlers, but it was shelved earlier this month by publisher Pan Macmillan Australia after it was reportedly dubbed "potentially deadly for babies" by health experts. Undaunted, co-author Pete Evans, said: "Charlotte, Helen (co-author Helen Padarin) and I are thrilled to announce that "Bubba Yum Yum The Paleo Way” will be a proudly independent digital worldwide release in April with print to follow."

    Carr's talent agency, RML Voices, has confirmed that Carr has be doing voiceover work for seven years. She also does voiceover work for CVHerry Ripe, a chocolate and cherry concoction from Cadbury.
  • Minneapolis Agency Periscope Reaping Benefits of Twitter's Periscope Launch

    Unless you've been living under the proverbial rock, you've certainly heard about Twitter’s launch of Periscope, a live-streaming app that aims to supplant the other recently launched live-streaming app, Meerkat.

    For the past week, the agency has had thousands of people tweet at its @Periscope Twitter handle, which it has had since 2009. You see, most don't realize that the Twitter handle of Twitter-owned Periscope is @PersicopeCo, not @Periscope. Even tech journalist Walt Mossberg mistakenly used @Periscope when mentioning the launch.

    Of the sure-to-be-continuous mixup, Periscope (the agency) Brand Manager Bridget Jewell said: "It's been every social media person's dream. Like a kid waking up on Christmas morning, but with tons of Twitter notifications." 

    Of course, all of this unwarranted attention will most assuredly become bothersome and downright annoying very soon. It's sort of like asking people to tweet @FordCo when trying to reach Ford Motor Company.
  • Mad Men Opening Credit Bench Turned Into Actual Bench

    From now until the end of summer, those passing by the Time-Life building, home to the "Mad Men" fictional SC&P agency, will have the chance to sit on a bench crafted to look just like the bench in the opening credits of "Mad Men."

    The 12-foot bench was designed by Pentagram and consists of just two pieces -- a half-inch thick rolled steel plate seat and a 10-foot cast-concrete base. 

    So if you've got a hankering to sidle up to Don Draper (or whomever that silhouette turns out to be) then now's your chance.

  • That Agency That Just Launched A New Web Site Has Now Done Something Newsworthy

    The Brandon Agency -- which, ahem, just launched a new Web site, has just done something a bit more newsworthy. On Friday, March 20, the agency closed its Charleston office so that employees could take the day to volunteer for Operation Home, a non-profit that helps people remain in their homes by increasing home safety and accessibility.

    The agency’s staff spent the day in Hollywood, S.C., with Operation Home building a wheelchair ramp to enable an area resident to get in and out of their home safely. The result was a 29-foot wheelchair ramp to provide easy access for the homeowner.

    Of the effort, The Brandon Agency VP Media Director Shelby Greene said: “As a business organization, The Brandon Agency believes that we have a responsibility to serve others and give back in our surrounding communities. It’s wonderful to be a part of an agency that sees the importance of serving those in need and encourages us to take the time to do just that as a team. We believe Operation Home serves a valuable purpose and we are thrilled to jump on board with them.”

    Yes, that's much, much better that touting the launch of a new Web site.
  • This Ad Agency Now Makes Its Client's Hamburgers

    In the continuing shift away from the actual duties of, you know, creating advertising, 72andSunny has created a new spicy burger for Carl's Jr. The agency came up with the burger concept, named it and designed the packaging -- but they also developed the burger's ingredients. 

    Of the involvement, 72andSunny CCO Glenn Cole said: “We don’t look at our job as being an ad agency or marketing agency. We see our job as being an accelerator of business.”

    An accelerator of business. Well, it's good to know that an agency now thinks that creating advertising to help sell a product is now so boring that they would rather create the product as well. Of course, there's nothing really wrong with that. After all, advertising people are creative. So why not help develop creative food?
  • 11 Pieces of Career Advice From Mad Men's Peggy Olson

    In an LA Times Entertainment piece, you can find 11 pieces of career advice for women that are based on the Peggy Olson character from Mad Men. And we all know Peggy, who rose from obscurity to full on executive fame over the course of the series, has learned a lot and has much to share.

    Advice ranges from not relying on your femininity to get ahead to demanding appropriate work space to taking power when it comes your way to maintaining a professional relationship even when there is a lot of personal baggage to never fall in love with your married boss.

    Peggy's been through a lot. She's grown professionally and personally. And she's become wise with advice to share. We'll see her a few more times as Mad Men makes its final run this Spring.

  • Yannick Bollore Is Perfectly Happy Havas Isn't Huge

    In the advertising holding company world, which is run exclusively by men, and in the regular world which, some would argue, is still run by men, there is and always has been a fixation with size. And size in the sense that bigger is always better. That line of thinking runs rampant from the boardroom to the bedroom. 

    But not everyone thinks bigger is better and while "being huge" is good if you're in a porn flick, that's not always the case in business. Havas CEO Yannick Bollore has no desire to be the biggest holding company. In fact, he thinks Havas is perfectly sized. He says, "Havas has the ideal scale. We are the fittest group in the industry today and our size is the key to our current success." 

    And on his competitor's fixation with swelling to ever larger girth, Bollore adds, "It'll just make us slower. I do not want to be the biggest. This obsession is nonsense, and for what?" 

    What's that saying? "It's not the size that matter. It's how you use it."

    So take that Sorrell and Levy. Bigger is not always better. Especially when you're trying to hook up with...um...a smaller brand.
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