At every turn agencies first try to take on responsibility for creating something, then they ultimately spin off that discipline. That’s because creating content, albeit ads, shows or events, is fundamentally different from buying and measuring the impact of spending the client’s money. If you need any validation for that just compared notes of what a creative director thinks is cool versus a media director.
The future of marketing isn’t in new and exciting technology. It is in what we say, not where it’s said. But take a close look at any discussion of Web 2.0, 3.0 or beyond, and odds are that you won’t find any talk about the message, only how it is delivered. If you want to serve your clients and your agency well, screw the technology. Focus your attention on what to say, and to whom. Content is the real coin of the realm, now more than ever.
Brainstorming is all too often an excuse for a half dozen people to bill time to a job without bringing anyting meaningful to the mix. Even worse they want to be coddled for the effort.
[by Todd] Account planners, help me out here. What does it mean when your client thinks it’s doing great delivering critical services, but the customers have a vastly different view?...
[by Todd] Reportedly this was an internal marketing message intended to energize Kodak employees about the company’s plans for the digital space. So of course it hit YouTube, where it...
I would love to see Ogilvy Transient succeed. I have been a huge advocate of using original content to deliver the message for many of my clients. And that content is best when it comes from consumers, unfiltered, unedited and unenhanced(?). The thought of creatives and account people learning to be more like editors and reports makes perfect sense.
[by Todd] Yes, I shamelessly ripped off the headline from the Bare Naked Ladies blog. But how can you not love a band that will spoof one of their own...
[by Todd] Phenomenal article in USA Today noting the extremes of product placement. Just try to read it and not feel sick about what’s happening. There are tons of examples...
[by Todd] Sometimes it is hard to see when a trend has rounded the curve and is headed toward oblivion. This isn’t one of those times. "Dogster Inc., which founded...
[by Todd] Let’s see if you have what it takes to be a magazine publisher. Please study the following comments from this New York Times article and see what conclusions...
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