This Content Marketing Agency Wants to Win A Pulitzer

An agency is in stealth mode! Or at least they were. But wait. An agency in stealth mode? We thought only tech startups had a stealth mode. Anyway, what do we know? We're just a journalist. Speaking of journalists -- or rather, stealth mode agencies (or both) -- Ready State, a just-out-of-stealth mode ad agency has hired Wall Street Journal reporter Ben Worthen to join the agency's team of "trained reporters who are fusing journalism and content marketing." Fusing journalism and content? WTF. Only an ad agency could coin a phrase like that. And only an agency could actually say, "We want to be the first marketing agency to help a brand win a Pulitzer." Well, hell, can a journalist win a Lion? Because we'd sure as hell love to go Cannes and pick one up!

Why is no one comparing that GoDaddy ad, which featured Jean-Claude Van Damme doing splits in a bakery, to that Cannes Lions-winning Epic Split ad for Volvo? Yeah, sure -- Van Damme's bakery split is far less epic but it's a hell of a lot more real. And why isn't GoDaddy screaming copycat? Maybe it's all moot. Maybe GoDaddy was too busy selecting a new ad agency to notice. Yeah, the brand has hired Barton F. Graf 9000 as its new agency. Which is probably a good thing. Barton F. Graf 9000 and the craziness it's displayed in its work for Little Caesars appears to be the perfect match for GoDaddy's apparent penchant for kookiness. New work will debut in September. And in a quote from an ad agency exec that is less about platitudes and more about stuff that matters, Barton F. Graf 9000 CEO Gerry Graf said: “GoDaddy is an iconic brand, which makes this an exciting challenge, and really, our team is much like a GoDaddy customer because we are a small agency with big ideas. GoDaddy has some innovative tools to help people who own their own business. I know this because I own my own business and I use GoDaddy’s tools. We're going to let everybody else in the world in on this.” Hmm. Is he also a member of Hair Club For Men?

Aiming to bolster its digital offerings, Publicis Groupe has acquired e-business consulting firm Crown Partners. No one is saying for how much, but the acquisition will become part of Publicis Groupe's Razorfish unit -- which it seems needs all the help it can get these days. Of the acquisition, Razorfish CEO Pete Stein said: “One of the biggest trends we’ve seen over the last five years is technology platforms are playing a bigger and bigger role in this transformation. It can be a huge enabler in helping clients go to market differently but also transform the way they deliver products and services.” That's about as clear as Razorfish co-founders explaining what they did back in the dot-com era -- but hey, what do you actually expect from an agency CEO? Everything's all roses all the time.



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