Ad Agency

Ad agencies and advertisers are victims of the belief that “creativity” is the basis of their current relationships, and that “more creativity” will give them more of what they need.  Ad agencies have promoted “creativity” since the days of Bill Bernbach, more than 50 years ago, when agencies were at the top of their game.  Advertisers, as their clients, continue to hire agencies for their perceived creativity, provided costs are rock bottom.  However, “creativity” is no longer delivering improved brand performance or increasing shareholder value.  The search for more creativity is making victims of agencies and CMOs alike — neither lasts very long in a relationship.  It’s time for a new paradigm.  The “Creative Paradigm” is out of date.  It’s not working.  By Michael Farmer

Everyone I know in advertising and marketing is interested in ideas. Not just good ideas. Extraordinary ideas. The kind that elevate our work and make an unmistakable impact on people, industries, and the world.    By Matt Magee, VP of strategy at PJA Advertising + Marketing

Getting your first job in the advertising industry can take a lot of work. It can feel overwhelming having to navigate the complexities of agency life while also trying to make a name for yourself.  By Chris Vega, a Stanford graduate, Creative Resident/Copywriter at BBDO and the recipient of the 2017 Young Innovator Award.

GALLEGOS United announced that Harvey Marco has joined the agency as Chief Creative Officer and Co-President.

Traditional agencies have worked hard to get up to speed on digital. Digital agencies have worked hard to get up to speed on branding. The industry is now filled with amazing expertise that can virtually build anything we can dream up.   By Eric Prado, Founder of fireflyhigh & Professional Training & Coaching Consultant.

Growth is the engine of wealth and success.  Stock prices soar.  Companies expand, hire and promote, and salaries rise.  Optimism abounds.  Everyone has a place in a growing future.  The party does not go on forever, as we know.  Growth rates slow, and sometimes they halt — the reasons vary, but it’s inevitable.  Still, the end of growth is shocking, and the advertising industry is now facing the shock.  By Michael Farmer / Madison Avenue Manslaughter Archives

As you may know by now Kantar Millward Brown has published a new report titled, ‘Make a Lasting Impression’. Implicit in the report title is that idea that making a lasting impression is a good thing, something that advertisers should be aiming to do. But why is making a lasting impression a good thing?  by Nigel Hollis

BARU Marketing + Media, an integrated marketing and media agency, has launched a new consulting division, ATTUNE Insights.

While I  agree that marketers probably could do more, I take issue with the tone of this and other industry reactions to the one-year anniversary that not much has changed. From working directly with some of the largest advertisers in the world, I can tell you that a LOT has changed.  by Maarten Albarda

You can be the kind of client who inspires agencies to greater creative heights. Though it may be hard to believe, with work, you can become a client so good that agency folks will compete to be assigned to your account. It isn’t easy, but it is possible. To get there, you must first master these five important skills.  By Jane Maas, ANA Faculty

The misapprehension is that closing the gap between advertising exposure and purchase occasion is a good thing. The whole ‘marketing in the moment’ trend is based on the idea that if you can reach someone during the shopping process then your advertising will stand more chance of influencing the sale. There are a couple of reasons why this idea is flawed.  by Nigel Hollis

This year, Alma DDB was a big winner at both shows. At the National ADDYs, Alma received the Best in Show overall for their Netflix “Spanish Lessons” – the first time any multicultural agency takes the top national prize. Alma also received 11 additional awards for Sprint, Clorox, and Netflix.

It’s been exactly one year since the release of the K2 Intelligence report commissioned by the ANA, “An Independent Study of Media Transparency in the U.S. Advertising Industry,” and the issue of media transparency continues to be a topic of industry discussion and debate.  By Bill Duggan, Group EVP, ANA

All companies sell products or services at a price, and managing price is a major responsibility of top management.  Car companies sell cars, and sticker prices are marked on side windows.  Coca-Cola sells concentrate to its bottlers, setting price per gallon to match market circumstances.  Pizza-Hut sells pizzas in restaurants, and pizza prices are marked on the menus.  Bain sells consulting studies to corporations and prices them by study length and complexity.  Agencies, though, are confused about what they sell and how to price it.  Their ignorance of pricing is ruining agency operations and destroying agency value for clients, employees and holding company owners.  The advertising industry is the only industry in the world without a concept of pricing.  By Michael Farmer / Madison Avenue Manslaughter Archives

Last month, the ANA released the 17th edition of its “Trends in Agency Compensation” research. The study, which has been conducted every three years for nearly 50 years, tracks changes in compensation practices. According to key research contributor Dave Beals, president and CEO of JLB + Partners, “Some marketers are choosing to simplify compensation by using a commission method instead of negotiating the different labor and tech cost elements.”  By Kerry Breen, senior manager, marketing knowledge center at ANA

The House Ways and Means Committee and the Senate Finance Committee have recently held hearings on reforming the corporate tax code as tax reform efforts are starting to ramp up.  

LA SIESTA – which literally means THE NAP in Spanish- has been manufacturing and marketing hammocks for over a quarter century.

The winning “Language Choice” campaign sought to differentiate XFINITY from its competitors by establishing an emotional and authentic connection with Hispanic consumers.

It wasn’t so very long ago that the industry’s trade press was full of articles berating the agency community for being resistant to change — the common thread being that in a world that is changing so fast the agencies were lagging behind.  This was always rubbish – but it inevitably takes time for changes to filter through and to reach the public domain.  By Brian Jacobs / The Cog Blog Archives

Digital marketing agency The Story Room announced today that it will handle brand strategy and digital marketing services for the 2017 CONCACAF Gold Cup, the continental championship that will be played throughout July in 14 venues across the United States.