Here's an odd juxtaposition of sorts. Over in Germany, Audi ad agency Thjnk is located on the second floor of an office building in Hamburg. Interesting -- Tesla Motors is about
to open a showroom in the same building. On the first floor. Right below Audi's ad agency. And just like any ad agency would do in a situation like this, Thjnk created a gigantic mesh banner atop the banner Tesla placed in the window of its
first floor location. The banner reads: "It's nice when neighbors have common interests." Now that's just way to polite if you ask me. You have to wonder what the agency folks are really saying when
they walk by that giant Tesla banner on their way to work every day.
Deutsch LA has hired Zach Gallagher as EVP, Director of digital strategy. Most recently Zach led the Interactive, Social and Data Strategy disciplines at Wieden+Kennedy's Portland office. Before joining W+K in 2011, he was general manager of the IPG Emerging Media Lab in LA. Over the course of his 18-year career, he has worked on Virgin Atlantic, Toyota, Coca-Cola, American Express, Old Spice, Nike, Facebook and Sony. Of joining Deutsch, Gallagher said: "I'm really, really excited about getting to a place where digital plays such a big role in how we affect our clients' businesses. Being able to work under Jeffrey Blish and Winston Binch to bring the best integrated strategic thinking to the table is sort of the dream scenario. And the pressure to feed inspiration and opportunities to creative and design talent like Matt O'Rourke, Jerome Austria and Nathan Iverson is what strategists live for. I can't wait to get started."
So it's all about content marketing and native advertising now, right? Did you know there's an awards show for content marketing? Even if you didn't, you'd hardly be surprised there is. After all, there's an award event for everything in advertising. There might even be an award for marketing directors who say: "Can we make the logo bigger?" In any case, the Pearl Awards has issued its call for entry. Entries can be submitted through September 9th, will be judged by a team of content marketing experts in five cities; Atlanta, Chicago, New York City, Washington, D.C. and San Francisco. Winners will be announced and celebrated at a ceremony on Tuesday, November 11th at Apella in New York City. Last year’s top winners included Rodale Grow, McMURRY/TMG and Pace, as well as international entrants Head Office, Spafax and Bauer Media Group for clients such as Whole Foods, UPS, WebMD, Mercedes-Benz, Dove and more.
Y&R Global Chief Executive Officer David Sable was named a vice chair of the Ad Council's Board of Directors at the organization's Executive Committee meeting last week. He will serve alongside
Board Chair David Christopher, CMO of AT&T Mobility, and Vice Chair David Kenny, Chairman and CEO of the Weather Company. Sable will serve as Vice Chair through June 2017 at which point he will
assume the Board Chair position.
Of the appointment, Ad Council President and CEO Lisa Sherman said, "David Sable has always been on the vanguard in the advertising community, including as a digital pioneer, and his dedication for giving back is exemplary. He and Y&R have been long-time supporters of the Ad Council, lending talent and time to many critical issues facing our country. We're thrilled he is taking this leadership role on our Board."
Sable joined the Ad Council Board of Directors in 2011 and became a member of the Executive Committee in 2013.
Of joining the Board, Sable said, "I believe that we can help change the world by applying creative, marketing, research, branding, public relations, digital, data -- all the skills and resources that make up our industry -- to the world's problems. No one has done more to advance public service advertising than the Ad Council and I am honored to step into this new role and committed to helping make a difference."
Are you interested in how your brand will fare this holiday season? Online marketing agency Wpromote is out with its 2015 Holiday Revenue Calculator. It's designed to give you a peek at what you can expect for revenue during the holiday season.
To get started with the calculator, you are asked to enter your brand's URL and your revenues from Q4 of 2014. You are then asked to rate your marketing activities on a sliding scale from not executed to well executed. Metrics to be graded are Adwords campaigns, dedicated emails, mobile optimization and targeting, content marketing, social CRM, shopping feed optimization, creative refresh and Black Friday/Cyber Monday landing page.
You are then magically presented with your score and expected revenue. It's part of the agency's 100 Days of Holidays campaign which includes a whitepaper billed as "The Definitive Online Marketing Roadmap."
Acknowledging that upwards of half -- depending upon whom you ask -- or more online ads are consumed by bots rather than living, breathing human beings, the Outdoor Advertising Association has
launched an campaign touting the fact that billboards, unlike current-day online ads, are seen by actual human beings.
The new campaign, called Feel the Real, carries the headline, "This Ad Is Real." Launched to coincide with Advertising Week, the campaign aims to remind people the medium is alive and well and still working hard for advertisers.
Other headlines on posters and kiosks include "You are consuming this advertisement. You are real" and, with a jab at today's online first mentality, "Media planners, do you have a reality problem?"
Several ads are placed close to ad agencies and are customized specifically for the individual agency. For example, a billboard that appears outside Ogilvy & Mather New York reads, “Hey, Shelly, does this ad feel real to you?” referring, of course, to the agency's Chairman Emeritus Shelly Lazarus.
Of the campaign, Matt Dowshen, president of PNYC which created the ads, said, “In a world where digital and its ability to deliver what it promises is under significant scrutiny, out-of-home has a unique and compelling point of view that having one foot grounded in the real world matters.”
The campaign points to a website (ironically meta?) on which viewers are asked the question, "Did you see one of our out-of-home ads?" That's followed by four options, “Yes, I saw it in the real world,” “Yes, I saw it online,” “No, I heard about it,” and “No, I’m a robot.”
What with the rampant furor over ad blockers making the rounds recently, this particular campaign might actually garner some awareness for the dusty, old outdoor ad medium.
Hey -- with the supposed demise of ad agencies and the rampant transformation they are going through to stay alive, why not an ad agency as record label? Wait, what? I thought record labels were
tanking too. Anyway. The agency is partnering in the new record label that will come under the Polydor division of Universal.
Of the move, Havas BETC Co-Founder Remi Babinet said: "A modern ad agency should be able to offer a lot more than just consulting and traditional campaigns; it should be a media, a producer and an audience generator in itself. This will be central for BETC’s development over the coming years."
Polydor GM Eric Lelievre added: “The teams at Polydor are constantly reinventing themselves to stay on top of a music industry in transformation. We are very proud to welcome BETC POP and this new pop-themed record label.”
Geoffrey Roche, founder of Lowe Roche, has penned a lengthy discussion piece on the closing of Lowe Roche following its acquisition by IPG. But it's not a screed on the evils of holding company
acquisitions -- though he has voiced that viewpoint before. Rather it's a celebration of the fact that things change and many times organizations have to disappear to make way for change.
He's very pleased with the accomplishments of his agency over the course of its first 20 years since founding in 1991 and wrote, "…in that first 20 years we did not just great work, we did it with some of the most talented individuals in North America. An amazing hard working, hard partying brilliant bunch of folks."
And on the need for change, he adds, "This industry can't keep stumbling towards a cliff with no bottom. It's a business that needs a real shake up in the form of how to charge, how to buy new thinking, how to embrace new thinking and how to convince clients that doing same old, same old simply won't work. And it needs some Clients with some vision and courage to make that happen."
He goes on to lay out some of the drastic changes which have occurred over the course of the last 20 years that have dramatically changed things for agencies. Of note, the rise of Facebook and its shifting superiority over YouTube in video and how that shift has killed much of the traffic that used to make its way to branded sites.
He shares his woes, though, on the industry failing to meet many of these changes head on, adding, "I'm amazed at how little interest there is in media shops in trying something new like branded content and the like. The robotic answer is no, I've got a TV spot to book. PVR-ing is king for those of us who still watch TV and ask the average 20 something if they even own a TV or plan to get one and they'll tell you no. Reaching today's consumer is a monster task. Reaching! I'm not even taking about the message, I'm just saying figuring out the first part calls for some pretty brainy folks, let alone all that goes with it once you've got that done."
It's not all doom and gloom though. Roche is upbeat and urges those in the agency business to rise up and meet these crazy changes head on. In fact, he advises you to run into a room, close the door and scream at the top of your lungs in an effort to bring about the catharsis needed to enable a mentality that will foster these changes.
While he may not have a great love for IPG and the changes that came after the acquisition, he offers kind words and thanks to the people who worked for him over the years. "If you worked for me, I can’t thank you enough. You changed my life. But even better, you changed the lives of all the people around you who sat in awe of your talent, your ability, your teachable moments, your work ethic …and were inspired just as I was that people like you even existed. My truest inspiration came from YOU."
Well said, Geoffrey.
On Monday from 9AM to 5PM outside The Times Center during Advertising Week, MEC will conduct interviews which will result in the immediate hiring of 10 entry-level
employees as part of the agency's MEC Live Hire event.
Each candidate will go through four interviews with four different people from the agency who will center their respective interview questions on one of four areas; communication, collaboration, strategic thinking and initiative and accountability.
Of the endeavor, MEC Chief Talent Officer Marie-Claire Barker said, "We can do things quickly if we're aligned strategically on the type of talent we're trying to bring in. Where a lot of organizations fall short is there is no alignment for what people are looking for."
While the agency says it will interview up to 16 people, I'm guessing there's going to be a whole lot more lining up and begging for an interview.