77% Of Ad Agencies Are Now Able To Explain Native Advertising To Their Clients

A recent UK study queried ad agencies about their thoughts on native advertising. While 77% of agencies are now comfortable explaining native advertising to clients, many are concerned about how to scale the practice and 63% don't think the practice is effectively regulated. Furthermore, 83% of agencies now include the practice of native advertising as part of their digital offering and the other 17% plan to do so in the immediate future. In aggregate, the study -- conducted by FaR Partners on behalf of ad platform Adyoulike -- found that UK agencies believe native advertising will comprise 9.2% of total digital spend in 2014 and 14.7% by 2015.

In what may be the most cogent and refreshing viewpoint heard from an ad agency exec, Monica Little, who is stepping down as CEO of Minneapolis-based Little & Co., said: “I made the decision years ago that I didn’t want to sell to an outside firm because I’ve seen other companies that did and they were eviscerated. I like money, but my mortgage is paid. And I’m not about wringing as much as I can out of the company. Life is too short. It was about valuable work and working with these smart people.” Thanks for that, Monica. You've given us hope that the entire advertising industry is not populated entirely with money-grubbing power grabbers who are more concerned with how many toys they have versus how well they take care of their agency and its employees.

Hmm. Who knew Segway still existed? The thing was supposed to reinvent human transportation and all it has become is a joke in a movie about a mall cop. Anyway, the brand has announced that it has selected Aroluxe to serve as its agency of record. Segway will lean on Aroluxe to bring "uniformity and a fresh direction" to the brand with new creative, sales and dealer support, demand generation programs, and an ecommerce Web site. Of the agency selection, Segway VP of Marketing Brian Buccella said: “As we move our brand forward into new and emerging EV segments, we wanted a partner who could take our vision of redefining the green personal transportation market, bring it to life, and then amplify that vision across all channels. For us, there’s no doubt that we made the right decision. We look for passion and creativity, and Aroluxe has a surplus of both.” Well, anyway, good luck expanding beyond mall cops.

iProspect has hired Sam Huston as chief strategy officer. Prior to joining the iProspect team, Huston was partner, SVP of Strategy and Innovation at Jumptank. He also worked across the Dentsu Aegis Network, including Carat, Isobar and Vizeum. Over the last 14 years, he's worked across agency specialties including media, creative, and entertainment. He worked on P&G, Adidas Boost, Red Bull, Disney and GoPro. In this role, Huston will oversee client campaigns and service team collaborations. Based in San Francisco, he will report to iProspect President Jeremy Cornfeldt.

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3 comments about "77% Of Ad Agencies Are Now Able To Explain Native Advertising To Their Clients".
  1. curtis anne from ADM Enterprises , September 2, 2014 at 8:07 a.m.

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  2. Nathan Easom from MobileROI , September 2, 2014 at 9:18 a.m.

    Is this an example of Native ads Curtis Anne?

  3. Anni Paul from BoscoSystems , September 2, 2014 at 8:26 p.m.

    That's funny. So they can "Explain it"... okay, but can they do it correctly? Other than what we're seeing from a few major publishers and quality ad platforms like Airpush and Facebook, it's hard to say that there's a lot of good native advertising out there.

  • Agency Creates 'Promposal' For High School Student

    Back in the day, asking a date to the prom was pretty basic. You walked up to the girl and you asked. Or you called her. Today, like everything else in life, it's a bigger deal. Everything about prom is a bigger deal. Bigger dresses. Bigger parties. Bigger limos. And, yes, bigger prom proposals or promposals.

    Last month, Jed Renfroe, who owns Renfroe Outdoor, was asked by his son if he could use one of the company's digital billboards to post his proposal. Renfroe turned to Watchfire Design creative Spencer Gross who worked up a design that was then added to the rotation of one of Renfroe's digital billboards. 

    All of which makes one wonder, as overblown as proms (and weddings) have become, it this billboard thing just another element that steals away the magic and emotion and replaces it with staged pomp and circumstance?

  • Advocacy Group Urges Cannes Lions Officials to Host Festival Four Times A Year

    Okay, this is hilarious. The Indian Confederation of NGOs (iCONGO) created a video entitled "A Video Appeal to Cannes Lions Jury Members." In the video, we hear about all the wonderful things that occur during a three-month period leading up to Cannes Lions. Creative ideas help the homeless find shelter, the hungry get fed, the jobless get jobs.

    We then realize the only reason these good deeds are occurring is because art directors and copywriters the world over are doing all they can not so much to do social good, but rather to win a Lion for the work they did that resulted in the social good. 

    And so the video concludes with the logic that if the three months leading up to Cannes in June can do so much for so many, it would make perfect sense for Cannes Lions to occur four times a year instead of just once. 

    A lengthy letter addressed to Cannes Lion CEO Terry Savage that accompanies the video on YouTube reads, in part, "It’s 3 months of pure, unadulterated, cockle-warming service to humankind.

    But therein lies the problem: Why should the good work stop after the Awards are given out in June? Why should the world be a happier place for just 3 months every year?

    We spoke to many underprivileged beneficiaries and understood their obvious disappointment at the abrupt discontinuation of many wonderful initiatives, shortly after the ideas win a Lion. Or soon after they don’t win one, for that matter. 

    As head of the world’s pre-eminent creative awards festival, you can easily change that. We believe there’s a simple way to ensure many wonderful ideas impact lives positively for not just 3 odd months, but throughout the year."

    The video's true plea, of course, is that social good should be a priority year round.

    The video's creator, iCONGO Founder Jeroninio Almeida, said: “Every year we get calls from people that ‘we want to do this public service campaign with you.’ And I’d think, ‘Why do these calls only start around March or April?' So I wanted to bring this issue to the fore in a light-hearted manner.”

    No one from Cannes Lions has responded.
  • Creatives Without Borders Bolsters Nepal Aid Effort With Social Media-Based Outreach

    Creatives Without Borders, a nonprofit organization that aims to better the lives of underserved individuals and communities by connecting creatives and doers, has launched a program to show support and bring aid to those in need in Nepal.

    In addition to providing food and other aid, Creatives Without Borders is encouraging people to send photos, videos and letters to show support for those who have and are still suffering from the earthquake in Nepal. The images will be projected on a large screen on Wednesday, May 6 at 8 p.m. at Naya Bazar in Kathmandu and be accompanied with live music. 

    Reports about what has been done and is being done in the country will also be showcased to help locals to understand what efforts are being exercised across the country. 

    You can show your support for the effort by sending your images, videos and letters to cwbnepal@gmail.com or by using #cwbnepal when posting to social media.

  • Wongdoody Introduces Tuition Scholarship For Women

    Seattle-based Wongdoody has introduced a Women in Advertising Scholarship, a fund that will award $5,000 tuition twice each year to women pursuing creative careers in advertising. The scholarship will be awarded once in the summer and once in the winter, to women who are currently enrolled in undergraduate or portfolio school.

    The scholarship aims to "empower promising candidates to further their education as they work toward an advertising career."

    Of the scholarship, Wongdoody Executive Creative Director Pam Fujimoto said: “Women are a huge part of Wongdoody's culture and success, and we’ve always worked to bring diversity to our creative process because it brings a wider, more relevant range of thinking. But we know our industry as a whole has room for improvement. This scholarship is meant to help promising female creatives move closer to a career, to help bring a bit more balance to advertising.”

    With regard to female representation within Wongdoody, 54% of the staff are female and women comprise 43% of the executive team and 35% of the creative team.

    Wongdoody is accepting applications for the Women in Advertising scholarship now through June 15. You can find out more information and apply here.
  • What In The World Will We Do After 'Mad Men'?

    In two weeks, Mad Men will conclude. Shortly thereafter, all the Mad Men references every journalist and person working in advertising has been using over the past 7 years will begin to subside. What, pray tell, will we all latch onto after that? And just how is this series going to end?

    Will Don Draper/Richard “Dick” Whitman disappear into the Midwest sunset? Will he jump out of an airplane D.B Cooper-style? Will he jump out of that loose window in his McCann office? Will he find and shack up with waitress Diana? Will he start a new ad agency with Joan? Or will "he" wake up Bob Newhart-style in that foxhole in Korea as the real Don Draper who proclaims to Richard Whitman (Jon Hamm), "You will never believe the dream I had about you!"

    How will the ad industry go on without constant comparison to Mad Men? Will we have to stop comparing the 60's to the 10's? What will Barbara Lippert write about? What will happen to all those faux Mad Men accounts? Will we have to go back to riffing on the idiocy of Donny Deutsch, who will soon be seen in a new USA comedy series? Oh God, please, no! Will the Richard Whitman who writes this column have to out himself?

    These are the burning questions that we must deal with over the coming weeks as we all search for another metaphor to use in our next new business pitch, concepting session or industry boondoggle.
  • Eddie Bauer Taps Former Y&R, Leo Burnett, Saatchi Exec As Creative Director

    The Bellevue, Washington-based clothier Eddie Bauer has hired Jose Cabaco as its new vice president and brand creative director. Previously global creative director at Nike's Center of Design Excellency, Cabaco has a long history of agency work at shops such as Young & Rubicam, Leo Burnett, Saatchi & Saatchi, Grey, Wieden+Kennedy and Euro RSCG. He also ran his own agency called Home.

    Of the hire, Eddie Bauer CEO Mike Egeck said: “We are very excited to welcome Jose to Eddie Bauer. Jose has a proven track record of being able to develop emotionally compelling brand stories that inspire consumers. His talents will be vital as we continue to amplify our voice within the active outdoor community.”

  • Design Firm Debuts New Web Site...And 'Synergetic' Global Mindset

    I know, I know -- poking fun at an ad agency launching a Web site is so 1999 -- but the vim and vigor these agencies display while doing so is just so ripe for ribbing. So who's the latest Web site relaunch victim? Ventura, California-based SoCal Design.

    The agency, which focuses on clients in the fitness, healthcare, beauty and real estate segments, has not only relaunched its Web site but it's also adopted a seemingly more global viewpoint. 

    Of the repositioning, SoCal Design Partner Brett Hurle said: "The relaunch of our site is really a culmination of something we have been building for years here at SoCal Design. I believe the foundation of this agency's success is our ability to bring together synergetic teams from our global talent pool. We believe that every project is unique, and creating truly unparalleled teams enables us to provide our clients the best possible craftsmanship." 

    Yikes. Synergetic? Is it 1988?
  • Horizon Media Launches 'Dunes of Dreams' Employee Innovation Program

    Horizon Media has announced Dunes of Dreams, the agency's new "invention development program." The program invites employees to submit their best ideas or inventions that, if chosen, will see the light of day. The program is part of the agency's INVENT@horizon initiative which is run by Chief Invention Officer Taylor Valentine. 

    INVENT@horizon was launched in 2014 and acts as a launch pad to inspire invention across the agency. The invention team is responsible for pioneering product development and new forms of media, hopefully arriving at better ways to solve client problems and new ways to recruit and motivate employees. The agency's most recent invention is a roadmap for mood-based audio planning.

    Of the program, Valentine said: "Technology and the lightning speed of change across industries creates an opportunity to invent more and better than ever before. The Dunes of Dreams program will provide every employee the opportunity to invent, making invention a way of life and a culture driver for our people."
  • DigitasLBi Goes Gospel For NewFronts

    And so the NewFronts. That time when all things digital trot out their offerings to all things agency in hopes that the latter opens its wallet for the former. And any time you give a marketing person a chance to get on stage and sell themselves, what you usually end up with is, well, something other than normal.

    Today, it seems, DigitasLBi pulled out all the stops and went full on gospel. According to this tweet, it seems the agency has gone biblical.

    So what was the epic craziness all about? The agency struck a deal with Vox Media that offers the agency a first look at Vox Media's native product, Chorus for Advertising. Ah ha! There's the gospel tie in. Now it all makes perfect sense.

  • Attik Ceases to Exist After Scion Loss

    Last month, Droga5 won the Toyota Scion account -- besting incumbent Attik, which has had the account since 2002. Attik was to continue to be part of the creative team for the brand and support various marketing initiatives. Apparently, that has turned out not to be the case.

    Parent company Dentsu will absorb Attik with employees at both the agency's LA and San Francisco offices to be reassigned. While many Attik employees will find a home within Dentsu, there will be some layoffs, according to sources.

    Regarding the closure, a Dentsu statement reads, “After evaluating the Attik business with an eye towards future growth and sustainability, we have decided to bring Attik into Dentsu Aegis Network. The result will be a reorganization of the business with a long-term view towards client needs and opportunities that will most effectively leverage Attik’s talent, expertise and capabilities on a broader scale. We are actively working to ensure a smooth transition and to redeploy people within Dentsu Aegis Network.”
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