Six Reasons Media Strategy Should Come Before Creative | MediaWorks. Who Needs An Advertising Agency, Anyway? Visualizing the Agency of the Future. BRIEFING ON TWITTER. Ad Companies Face a Widening Talent Gap.
Advertising is kinda dead but not really. Playing to our strengths – thoughts on “agency” prompted by Google Firestarters #3 « Sawdust. Thanks to Neil Perkin for curating another highly topical, highly relevant, highly provocative Firestarters event on behalf of Google. And thanks to Mel Exon, Martin Bailie and James Caig for providing said provocation by way of three alternative views on The New Operating System For Agencies. This is not a summary of the evening. This is a personal reflection on some themes that resonated with me whilst they’re are still fresh in the mind. 1) Outcomes, being asked the right questions, and “agency”. Martin highlighted several differences in outlook between clients and agencies. More specifically, clients in marketing departments brief agencies to deliver outputs.
However, if the client CEO or CFO rather than the marketing manager were to brief an agency on the issues keeping them awake at night they might pose different questions, questions that focus on commercial outcomes. For instance there was a conversation about the (apocryphal?) Outcomes like this have commercial value. 3) Apollo 13. Will You Become Irrelevant? I often wonder what makes us pull up short. Why do we not step over the line between being comfortable and terrified? Between the center and the edge? Between staying the course on a path we know leads to a slow decline and another that leads to an exciting but unknown future? It’s a question I often ask myself not only in the world of advertising and business but also in life. A couple of weeks ago I found myself contemplating the concept of the line, with big consequences. I had traveled to Tavarua, Fiji, to chase waves. Fortunately, I caught Cloudbreak when it was a decent size, not like it was in July.
Sitting out in the middle of the ocean, I realized that surfing applies to a lot of life, especially innovation and advertising. Technology is a massive energy pulse expressed as a wave of change, surging through the worlds of marketing and advertising. Great questions for the advertising industry: part one. The upper right: new services for new clients is where innovation and growth occur I was recently asked eight pretty good questions for an upcoming conference on advertising and innovation. They cover everything from ad industry trends, to innovation, to new sources of revenue – all topics that agency leaders have to be thinking about given the relentless change that continues to challenge if not confound us. Thought I’d share my answers here and am hoping you might do the same. Would be interesting to see if we agree or differ and if we can learn from each other.
What’s on the horizon – are there two or three future trends, issues or opportunities you believe will significantly change or impact our business? This is obviously the richest area. I see three areas where we can expect significant effects on our business. The changing audience and consumer Peer to peer information exchange: This will become an even more important means of influence. Recruitment, hiring and talent What we make. Ogilvy PR Australia Announces Major Changes to Company and PR Profession. SYDNEY, AUSTRALIA, July 25, 2011 - The practice of public relations is set for a major change with Ogilvy PR Australia announcing a number of initiatives aimed at taking the company and the profession into the next decade. In research jointly commissioned by the company and chapters of the leading Australian industry body International Association of Business Communicators (IABC), an overwhelming number of respondents (76%) agreed that the term “PR” will be dropped in the next decade as the role and nature of agencies and the discipline itself changes.
Ogilvy PR, Australia’s largest and most awarded agency, undertook the research with the IABC to mark the company’s 10th anniversary in Australia. The research involved 300 online quantitative surveys among Australian PR and communications professionals, informed by 18 qualitative interviews conducted with leading industry figures. On the back of this research, Ogilvy PR has pledged to: Key research findings: The future for PR Communications. Ad Agency Leaders Should Avoid 'What's Next' Tunnel Vision | Small Agency Diary. Cool Sh*t: New directions in advertising. Stunts, installations, neat tech ideas and UGC – advertising has been experimenting with all manner of new methods of engagement.
Discovery Networks Europe's Federico Gaggio and Patrick Burgoyne CR editor brought together some of the most significant of these ideas in a presentation for the Promax Conference. Here's their overview of adland's new directions "Cool Shit" started as a presentation at the Promax Conference in LA in 2010 by Federico Gaggio, Executive Creative Director at Discovery Networks Europe, and CR editor Patrick Burgoyne (the title was the organisers' by the way). It was designed to be an inspirational session, rounding up content showing new and interesting ways brands and advertisers had been using the power of digital and social media to establish deeper and more meaningful relationships with their audiences.
Since then, updated versions have been presented in London, Berlin and New York. Our primary criteria for selecting these case studies was engagement. Apps. Five things agencies need to get good at. Ad agencies are really good at certain things. They’re masters of simplifying and focusing. They’re great at creating – or better yet revealing – a brand’s story.
They know how to get attention. But there’s a whole new set of skills and talents they ought to be developing as they encounter change in the form of new technologies (mobile), new engagement platforms (go ahead, pick one) and new agency models (think Victors and Spoils) I recently had the chance to interview a number of my peers (a video is in the works) including Goodby’s Gareth Kay, Google’s Ben Malbon and Crispin’s Scott Prindle. Focus on innovation It’s easy to stick with the tried and true, relying on traditional media metrics to make decisions about where we spend clients’ money and run ads. Embrace speed “The faster we are the better we become,” declares Ben Malbon. Master engagement Attract better talent Liberate the next generation. Stop searching for "The Easy Way". Do some actual work. Recently, I finished up the 21 Days to a More Engaging Facebook Presence series and I learned something very valuable that I might not have ever learned otherwise.
Anything worth doing is friggin hard. Tony Hawk does a 900 and it looks easy. But how many bones do you think he broke before doing something so complicated with such finesse? Real work, the work worth doing, takes research, takes time, and yes maybe even a few broken bones. The reason for the 21 Days Series My business, like any other business was getting stale. In order to raise the bar, I had to over commit to something. Provide killer free content that would rival any paid course and do a fully produced video every day for 21 Days. Sure, there were a million legitimate reasons it wouldn't work out. But here's what I learned: You'll never learn how much you can do, or exactly what you're capable of, until you push yourself to the limit. Is this you? Have you been doing the same thing day in and day out?
Honestly. And again. Agency of the Future (revisited) When I initially wrote my essay for our book, I was in the midst of running a digital marketing agency and there is no doubt that this influenced the content. I may have left Profero when I first revisited the essay but I had still not had the fortune of being able to look at the industry fresh which I have now been able to do for the last 15 months through consulting as well as my work with Hyper Island.
Thankfully I think that most of my conclusions around the characteristics of the agency of the future still hold true but I would add a few other bits to the story. In particular I think the agency of the future will need to be: Agile and not be too constrained to a singular process so it is able to adapt to the rapidly changing landscape Intelligent enough to realise when new talent is needed at the top of the organisation. Brave enough not to go after every piece of business that shows up (I can’t tell you how many Socials are on pitches on any one time. 1. 2. 3. 4. 5. 6. 7. 8. 9. Gareth Kay Think Small | MDW August 2011. Creative Cultures: MailChimp Grants Employees "Permission To Be Creative" One day, MailChimp CEO Ben Chestnut discovered that his company had acquired a new tagline. Chestnut hadn’t approved, or even known about this rather significant new bit of corporate identity, but there it was--"Love What You Do"--on the footer of the company website.
At most companies, changing a piece of punctuation in a line of ad copy takes three weeks of meetings between about 14 people across six departments. So typically this would be the kind of occasion that terms like “tearing a new one” and “terminated with extreme prejudice” were made for. But there would be no new orifices created that day.
MailChimp has added a splash of mischief to a product category not known for…well, much of anything. “Look at the name MailChimp,” says Chestnut. “We weren’t banking on MailChimp, so we could take risks and be funny, and very non-corporate,” says Chestnut. Over time, however, MailChimp began demonstrating the fundamentals for scale and profitability that their web development lacked. 1. Victors & Spoils launches new Corporate Video. Digital media: Au fait...c'est quoi le media-planning? Media Agencies Make Mark as Content Creators | MediaWorks. Tweet This: Agencies Get 28% of Revenue From Digital | Agency News. London's New Crop of Creative Shops | Global News.
L’objectif de transparence déteint-il sur la pub? Nike qui communique sur la localisation de ses usines, Levi's qui fait du social: certaines marques utilisent l'implication et la transparence comme argument publicitaire. Marie-Claude Ducas propose d'analyser le phénomène. Le 31 mars dernier s’est tenu une série de conférences entourant les Tomorrow Awards, par les créateurs de l’organisation I have an idea. Elles ont laissé entrevoir des tendances destinées à prendre de l’ampleur. On voit émerger de nouveaux mots d’ordre en publicité : transparence, implication sociale, partage, développement durable. Tant de la part de quelqu’un comme Cindy Gallop, ex-patronne de Bartle Bogle Hegarty (BBH) New York, qui a fondé IfWeRanTheWorld, que de quelqu’un comme Nick Barham, Global Director de WK Tomorrow au sein de l’agence Wieden & Kennedy.
Étonnant, de prime abord. Ce sont les actions qui comptent; j’ai construit ma propre startup autour de cela. Ils communiquent maintenant les emplacements de toutes leurs manufactures. Pour Sébastien Danet, la presse doit réduire son décalage avec les autres médias.