Razorfish: The Agency for Marketing, Experience & Enterprise Design for the Digital World. Why all agencies will eventually be in the software business » Propulsion Blog » Ignition Consulting Group™ Propulsion January 3, 2011 | By Tim Williams If your firm is still struggling to make digital marketing a true core competence, you may feel really left behind when the leading agencies add software development as a primary offering.
Of course this transformation is already well underway. Progressive firms (especially digital agencies) recognize that what brand consumers need most in this time-starved world is not more arm twisting, but more help – utility, not persuasion. Increasingly, software platforms like Pepsi’s Refresh Project (from TWBA/Chiat/Day) and Nike’s Nike Plus (from RG/A) form the basis of a brand’s relationship with its customers. While most agencies that are developing software wouldn’t say that these projects have been big money makers, they are willing to adopt a “test and learn” attitude and launch new projects as experiments and learning experiences.
Fallon developed “Skimmer,” a social networking aggregation service. Share: Zatarain's. Ad Agency CEO Skill: The Right Way to Manage Your Business. Think discipline. by Todd Knutson Too often, creatively-driven firms forget the business discipline that's required to achieve financial success.
A consultant recently reminded me of this. He's the product of the financial and management discipline learned at Fortune 500 companies, and now helps smaller companies, including a few ad agencies, implement management systems designed to increase accountability and profitability. He said that with a bit more discipline, many agencies could significantly increase profitability - even in a recession. And then on a recent flight, I noticed the following quote from Jamie Dimon, CEO of J.P. Our management team, 15 to 30 people, talk every day at 7:30, 12 Noon, and five o'clock - what's going on, sharing information, making some decisions on the spot, reviewing facts and information.
If you know what you should be doing, but just aren't doing it, take heart: you're not alone. What other business magazines add to your knowledge and expertise? Should Agency Transformation Be Evolutionary or Revolutionary? » Guides » Cognition » Ignition Consulting Group™ Guide January 24, 2011 | By Tim Williams Evolution or Revolution?
Let’s reframe the question this way: is the advertising business facing change or disruptive change? A lot of agency professionals would agree that the business has changed more in the last five years than in the last fifty. The change we’re experiencing is definitely of the disruptive variety. So disruption change must be met with disruptive changes; revolution, not evolution – at least in the critical areas of the agency business model.
Recently a respected CMO for a leading package goods company had this to say about how agencies are meeting the challenge: “Agencies are not set up to make a respectable margin, and instead of rethinking their model, they make short-term superficial cuts that only serve to exacerbate the declining sense of value they offer marketers.” It’s human nature to try to Band-Aid a problem. Sometimes the answer to a problem is simply “try harder.” P&G's popular campaign kicks off new ad. By DAN SEWELL Now even commercials have previews.
Old Spice's suave, shirtless star known for his "I'm on a horse" punchline will return in a third round of commercials for the Procter & Gamble Co. brand. A 30-second "coming attractions"-type trailer goes online Wednesday with former football player Isaiah Mustafa (moo-STAH'-fah) announcing that a new commercial is on its way Feb. 7. Last year's commercials drew tens of millions of online views, won advertising awards and boosted sales for the seven-decade-old brand of consumer products maker P&G, based in Cincinnati. The news ads promote a new product collection that evokes scents from global locales such as Fiji. Think "grass skirt.