Dear Potential Clients,
“Just because you can, doesn’t mean you should.” ~ Cowboy Wisdom
The Agency Review Process is completely flawed. It wastes your time, your money, the time and money of potential agencies and rarely, if ever, provides creative that will ever see the light of day.
Senior Editor (Agencies) for Adweek, Andrew McMains, writes “that as long as agencies outnumber marketers, marketers will have the leverage to ask for more.”
The fact clients are sitting out there thinking they can get things for free just because there are more agencies than clients points to a bigger problem plaguing our business for years – lack of respect.
None of these clients would treat other professionals they hire the way they treat Ad Agencies. Have any of these companies used this process to find their Lawyer? Their Financial Advisor? Would any of these Marketing Directors use this process to find their own personal Doctor or Dentist?
What’s worse, Andrew’s article points out people who used to be on the “agency side” feel this is a perfectly acceptable process. I’d bet you dollars to doughnuts if you asked them about this process while they were working for the agency they’d be singing a much different tune.
Here’s a much more efficient process if you truly want to know how an agency thinks and works – hire them for a project. Give five or six companies the same project with the same budget and pay them. Maybe do it over a period of five or six months. Meet their staff members. Break bread and maybe even crack a few cold one’s. See how they deal with deadlines, questions, feedback. Get a real idea how they would solve your marketing challenge.
I guarantee this would be a much more enjoyable experience for all involved. And you’ll get better results.
Bottom line, the current Agency Review Process needs to go the way of the dinosaur.
PS: Who do you think ultimately foots the bill for these Agency Reviews? It would be the clients the agency currently has I.E. you, if you hire them.
Agencies are like any other business – they are in business to make money. You have a problem with that?
Let us state categorically we have no dog in this election fight. Our only interest is our airwaves are being bombarded by negative television spots run by Republican Robert Bloxom Jr. against the Democrat Willie Randall.
What we know is that negative advertising is designed to suppress voting. It’s supposed to make the other candidate look bad. It’s suppose to make one side feel all is lost and not go to the polls.
In the case of Mr Bloxom’s spot, it tries to do the obvious. It shows a photo of Mr Randall – which is actually a very good likeness of the other candidate – with an audio clip of him saying he is going to support President Obama’s agenda designed to help everyone. No photo manipulation. No horns drawn on the candidate. No grainy overlay. No text to help you emphasis the negative.
Now, we’re not sure how this election will turn out but if Mr Randall wins, credit should go to Mr Bloxoms’ TV spot.
Jimmy Fallon Leaves ‘Late Night’ With Musical Assist From the Muppets. Watch it here.
In Social Media
On 01, Feb 2014 | In Social Media | By Arengee
I’ll admit I’m not the biggest user of Facebook nor its biggest fan. I spend most of my time there for our clients.
The Facebook app for the iPhone has always been a miserable experience. With an iPhone, you’ve never really needed and app as it has always displayed webpages well in the Safari browser. Why look at a stripped down “mobile” friendly web page if you don’t need to. The app is so bad I almost never use my phone to “Facebook”.
This Monday, February 3rd, Facebook is making their new app, Paper, available. If you’re a Mac enthusiast or up on the latest self-publishing platforms, you’ll notice immediately they have heavily borrowed from app’s like Flipboard and sites such as Medium.
From an artists standpoint it seems to have a nice visual appeal. I also noticed immediately in the sample images there seems to be little to no navigation. I’ll post a follow up once I’ve had a chance to test it out.
I was pretty sure I knew what “Native Advertising” was but couldn’t find a great article with a clear definition, until this morning. Here’s said article: What is native advertising and why do you need it? by Christopher Ratcliff does an excellent job explaining the nuances of “Native Advertising” as well as the pros and cons.
There’s a follow-up article with some very good examples here. Thank you Christopher.
5 reasons Social Media and Internet Marketing should NOT be replacing or overtaking other media purchases
- Human beings are NOT ONE DIMENSIONAL – they see marketing messages from many different mediums EVERY MINUTE
- Try as we might with survey’s and surveillance, humans CAN NOT recall exactly where they saw or heard a marketing message
- The data collected by every website and Social Media Network is only a HISTORY OF THE PAST
- The data CAN NOT predict the future since it cannot extrapolate consumer experience
- The data collected DOES NOT know where the consumer is in the buying cycle
Bobby’s Bar-B-Q, located at 1025 N Battlefield Blvd in Chesapeake, is a sit down restaurant. If you’re familiar with Woodchick’s that used to be in this building nothing in dining area has changed. You can order ahead and pick-up. I stopped in to get ribs and was disappointed to find they weren’t ready on Saturday afternoon around 1:30 pm. Guess the dinner crowd will be happy.
I ordered a pulled pork sandwich with slaw on side and mac and cheese. The mac and cheese was $1 extra because I asked for slaw on the side.
My basket arrived quickly. A generously filled, large toasted Kaiser bun with pulled pork, which looked like it could be pulled from a hole-hog, had a nice hickory smoke aroma. The pork was on the verge of being over salted but still very good. The table has Texas Pete and Bobby Sauce, a vinegar based sauce with a good kick. The sauce was an average Eastern Carolina sauce – I’ve had better, I’ve had worse – and it went well with the pulled pork.
The sweet minced slaw with a hint of onion and carrots was a nice compliment to the BBQ and sauce. The amount of slaw I received wasn’t worth the extra dollar I paid for the mac & cheese.
The mac and cheese looked disappointing at first – pasta with sauce poured over. I was happily surprised by the house-made swirly “pigtail” pasta (I asked because I never seen shape before) smothered in cheese sauce. Wanted to lick the bowl clean delicious! The only thing that might have made it better was some kind of crunchy topping.
Jennifer, my server, was very attentive and friendly.
I’ve seen some recent negative reviews so I’m guessing they are still trying to get use to the cookers and working out kinks in this new location.
Only thing I could say negative is they might need some work on ventilation system – smoke aroma was just a bit much. The smell of smoke permeated my sweatshirt and my dogs wouldn’t leave me alone when I arrive home.
I’ll be back to try and get ribs soon.
UTOPIAN TURTLETOP, just one of many names submitted in a series of letters at the request of Ford to help name one of the biggest flops in automotive history. This series of letters leaves us curious to know who else they contacted and who ultimately submitted the “winning” name.
The last letter seems to indicate the Marketing Manager feels the name Edsel is less than ideal – he asks for Miss Moore’s sympathy.
Speaking at Dmexco, the chief marketer from the world’s largest advertiser, asked, “Try and resist thinking about digital in terms of the tools, the platforms, the QR Codes and all of the technology coming next. We [Procter & Gamble] try and see it for what it is, which is a tool for engaging people with fresh, creative campaigns … the era of digital marketing is over. It’s almost dead. It’s now just brand building. It’s what we do.”
Here’s the best nugget of information (in our humble opinion) within the article:
“But we can only do that if we have this one component that has been a constant since the beginning of brand building — an idea. Fresh creative ideas that are powered by insights, that are powered by the way people think and feel and are inspired by creativity, always have and always will create great campaigns. Digital tools just give us a new way to spread those ideas in ways that we’ve never imagined before … great ideas matter more now than they ever have before, because with these digital tools at our disposal we have the chance to be successful widely beyond whatever we had imagined.”
So CBS ran a Twitter post as a full page ad in the New York Times and the media, advertising industry and bloggers (guilty) pick the story up and debate the issue of whether or not it was legal (according to Twitter’s rules, it was not) but neither Twitter nor CBS is unhappy with the buzz the ad in question has generated.
It’s free PR, after all.
And when or if the FTC comes down on CBS for violating the rules that will only get them more publicity for the stunt.
Reminds me of a line form a Shakespeare play:
“The lady doth protest too much, methinks.”
Here at Arengee we debate the value of these stunts all the time. My view is “there’s no bad PR”. Other’s in the office aren’t quite sure and do not like these stunts. But I can always argue the awareness these stunts allow the brand. Something they might not otherwise receive without it. The challenge is putting an ROI on the PR.
Wondering what brand will be next…