As a longtime observer of the advertising industry, I couldn’t help noticing yesterday’s announcement that two of the world’s largest advertising agencies — Publicis and Omnicom — were merging into what I can only guess will be called Uber-Omnicom. It’s two old-guard agencies trying to become better equipped to trade in data analysis and automated ad buying. But as much as they’ll tell you it’s about big data, it’s really about big business. Read More →
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Creative people are the heart and soul of every good agency. They create art in service to commerce. The rest of us just sell it. That doesn’t, of course, mean that savvy account and strategy people can’t make significant — or even crucial — contributions to the creative process. We certainly can. We just have to do it right.
Ideally, account and planning types support the creative team by finding relevant insights, mining customer data, understanding the customer’s journey from awareness to purchase, and by projecting client business goals and communications sensibilities. Ideally, the support team packages all this up as a springboard for the creative, who then internalize the brief and make the magic.
Real life, however, is messier. The dynamic between your accounts and creative teams might be genial. It might also be tense or even hostile. It all depends on how you manage it. A long career in ad land has taught me a lot about bridging that gap and helping your creatives deliver great work, time after time. Here are four strategies I always come back to. Read More →
We all know that images are powerful. They have a singular ability to excite and engage. They start conversations. They spark friendships (and sometimes end them.) What we don’t quite know is why. To find out just what kind of images move us most, Curalate — a visual marketing and analytics firm — studied 500,000 Pinterest images to identify the visual elements that drove the most re-pins. Here’s what they learned. Read More →
For those of us in Adland, Mad Men is a persistent reminder that not much has changed in our business over the past sixty years (with the exception of all the illegal and non-PC stuff, of course). Believe it or not, agencies are still run pretty much the way they are depicted on TV. Evidently, the great management and technology revolutions sidestepped Madison Avenue. Read More →
Whatever you may be doing at the moment, we doubt it’s quite as unpleasant as the job of the woman in this ad, who’s stuck hand-scrubbing other people’s clothes from within the stifling interior of a … washing machine. It’s one of series of clever ads from Jobsintown.de, a German job board.
You can check out the rest of the series at The Collared Sheep.
Creative Week kicks off bright and early this Monday (May 7) with “The Freelance Shift,” a networking breakfast and panel that looks at the move away from working as a full-time employee — at least in the advertising and tech industries and related fields. Bklyn Haus hosts the breakfast, which starts at 8:30 am at Galapagos, in Dumbo.
Too often, people approach their public speeches as if they were book reports. In lots of book reports, you simply describe something in which you generally have no stake. But to succeed in just about every conceivable professional setting, you need to not just describe your point, but SELL your point. Read More →
If you’ve got a head for marketing and your skills extend beyond pretty words and images to include being savvy with numbers, stats, and analyzing data of all sorts, then your career prospects ought to be very bright right now.
Ad and marketing agencies want people like you, and there just aren’t enough of you. As John Ebbert, the managing editor for a Web site devoted to ad technology, told the New York Times, “There is pain for hiring in digital at all levels.” Read More →
Bullet Points: Training for the Impossible; Emailing Bezos; Advertising Preps for a Purely Digital Future
- “I’ve attached a 30 page document which I need you to download, print, sign, and fax back to me ASAP.” The Oatmeal takes on email horrors.
- Jess Haden is training to race a “savage” 104-mile bike race with 11,500 feet of climbing. See how he’s coming along in his BNET series.
- “Dear Jeff Bezos, Thanks for answering my email.” [Watchdog Nation]
- 5 ways the advertising industry is preparing for a digital future [Mashable]
- Visualize.me turns your resume into a pastel-powered infographic. [FastCo]
As I mentioned in my last post, there’s an ongoing shift toward giving readers a more relevant, adaptive web experience. This trend’s power starts with the fact that it’s beneficial for consumers–and soon this relevancy will be a requirement. For those marketers who embrace the trend, it will also be hugely profitable.
The experiences that a growing Web population expects—on-demand access to content of particular interest to them–will largely shape how people come to accept advertising directed their way. Today, I can set up and read personalized news feeds, follow the musings and links of my friends and colleagues on Facebook and Twitter, and access videos of my choice on Netflix and Hulu. Soon, I’ll enjoy a web experience that doesn’t require me to download or interact with separate sites or applications, each with their own notion of relevancy.
But even in the here and now, companies are learning how to speak (and, more important, be spoken to) in a one-to-one way with customers via social media and other tools. Many companies have someone whose job includes following Twitter feeds that involve their company in order to get real-time feedback. I’d argue that the lessons learned over the next few years will lead to a profound change in the way companies market to their customers–ads will have to become more relevant, conversational, and engaging in order to generate attention and drive action. Read More →