Vale Warwick Teece20Feb12
Newcastle media and advertising stalwart Warwick Teece passed away last Friday night. Warwick had been a successful radio broadcaster on both 2NX and 2HD where his open line talk-back show became highly influential in the region.
Warwick moved onto a long and respected career in advertising with wife Lyn Thurnham and their agency Thurnham Teece.
He’ll be sorely missed.
Our thoughts go out to Lyn and Warwick’s family.
My last 3 posts have had a pretty strong theme running around innovation; Think Like a Tech Start-Up, What is Your Gateway Drug? and My Plan for Creating an Innovative City. So its pretty easy to see where my thoughts are at the moment.
As an agency that likes to work on innovative side projects, like NLYZR and Urban Insider, my team and I are often questioning the role of agencies going forward. I mean, we’re all supposed to be highly creative aren’t we? So why aren’t we getting more involved in creating more new businesses and revolutionising industries instead of just trotting out another 30 sec ad?
Then along comes the always clever Neil Perkin with a new post on his Only Dead Fish blog titled Agencies as Incubators. In it Neil looks at the Cannes Lions (formerly advertising awards), an amazing program supported by Wieden & Kennedy called the Portland Incubator Experiment which has some parallels to the excellent Y-Combinator concept in Silicon Valley and how Apple fund and secure new technology breakthroughs.
You must read this if you are interested in innovation or if you are going to be at the next Lunaticks event Smart and Innovative City Part 2. THIS is the sort of thinking we need in our industry, not more self-indulgent award wankfests.
It seems to me that the time is ripe for agencies to start challenging their clients to think beyond business as usual and use that creativity to radically interrupt industries in the way new technology is reshaping the landscape.
…unless you want to learn some extremely innovative ways to reinvent your marketing.
Dentsu is a Japanese advertising agency that has become one of the largest and most successful in the world. That in itself was news to me. But what was more interesting is how Dentsu have pioneered fascinating cross-communication strategies that resonate strongly in the fragmenting world of modern media and digital ubiquity.It’s all been revealed in a new book called The Dentsu Way by Kotaro Sugyama and Tim Andree.
What got my attention in The Dentsu Way is how this agency doesn’t follow the old reach and frequency, interruption model of advertising, but aims to draw consumers out on their own accord. They try to deliver information with which consumers want to be come involved. It has a lot of similarities with inbound marketing in that regard.
My headline “Do not read this book” is a nod to a famous campaign Dentsu did for a manga publication where their late night TV ads pleaded with viewers not to search for the new title on the internet. Of course everyone then did search and slowly a cat and mouse game played out rewarding those who dug deepest. These fans then spread the word and the buzz and subsequent sales went crazy.
The core of the book explains Dentsu’s Cross-Communication theory and then shows case studies and how you can design your own Cross-Switch strategy. It balances creativity with a data-intensive approach, something that once again should appeal to modern digital agencies.
The Dentsu Way really is a fascinating read and makes a good argument for the merging of traditional advertising agencies with digital (as opposed to the current either or approach) so that a truly integrated approach can run through a campaign.
So whatever you do, don’t buy this book…..I’d rather keep these ideas for myself.
This year I have interviewed a lot of job applicants for various positions and one thing that I realised is that there are plenty of talented people around, but most of them have very little experience in the digital marketing world. Especially in Newcastle where we are based.
I don’t want to one of those employers that says, “Come back when you’ve got some experience.” I’d rather help foster new talent and grow the market.
So, we have announced a new initiative targeting the next wave of marketing and communication professionals: the Sticky Internship Program.
Here’s an opportunity to gain valuable experience in a modern, dynamic agency working across a wide range of areas. It’ll be fun, it’ll be challenging and it will be very worthwhile.
If you’d like to know more about the Sticky Internship Program please see the details on our agency site.
Practice what you preach12May10
How many marketers and advertising experts actually practice what they preach?
Until recently it probably wasn’t a very viable option.
How many times has your media rep, who happily suggests where to spend your hard-earned advertising budget, actually “invested” his or her own funds in an ad campaign?
How often has your agency account manager had to feel the anxiety of committing tens or hundreds of thousands of dollars on a campaign that could make or break their business?
For that matter, when was the last time you saw an advertising agency run their own highly-creative, cutting-edge 30 second television spot during prime time?
You haven’t, have you. Agencies enter awards and then drum up column inches in trade press. Its called PR.
Truth is that most of the marketing and advertising experts who businesses rely on don’t actually practice what they preach. And, to be fair, in many cases its not very practical to expect them to.
But the emergence of social media and inbound marketing means that a new generation of marketers has emerged who do have skin in the game, who do actually live, breathe and experience the highs and lows of the strategies they extol.
Flash in the iPad13Apr10
Here’s a little test to do when considering an agency for your digital marketing.
Grab an iPad, iPod Touch or iPhone and enter the agency’s URL in the browser. If the agency understands web marketing then their website will display seamlessly.
Unfortunately many agency websites will not display seamlessly, in fact they may not display at all. That’s because they have built their websites in Flash and Apple products are not Flash enabled.
We tested a bunch of agency sites on our new iPad yesterday and the results were alarming. Here in Newcastle 4 of the leading agency websites couldn’t be viewed at all while another 2 had serious formatting issues.
Is now the time for new kind of communications business that connects marketing specialists with corporate marketers?
Its been obvious for a while now that the generalist media era is coming to an end. No longer do a handful of large media outlets determine our news and entertainment the way they did during the last century. Increasingly we are turning to a multitude of specialist media providers to satisfy our many needs. Media consumption is splintering so rapidly that it’s difficult to keep track of the vast array of options available to us.
One hangover from the generalist media era is the full-service agency. Whilst “everything under one roof” may have been feasible when there were only a handful of media options, in 2010, with a ridiculous number of feasible marketing options available….Free to Air TV, Subscription TV, Radio, Digital radio, Press, online press, outdoor, SEO, SEM, social media, inbound marketing, micro sites etc…. its seems ludicrous to believe that one shop can do it all.
Sticky is looking for a Digital Account Manager with great project management skills to join the team. The role is a crucial link between our growing client base and digital team. Its an important position so we’ll be taking our time to find the most suitable person for the job. All the details are here.
Marketers as media companies20Nov09
A few years ago it occurred me that digital media had enabled transition for marketers that allowed them to become their own media outlets, to engage their audience directly and bypass the traditional media outlets. I have subsequently posted extensively on the subject here on Media Hunter.
So naturally I am thrilled when venerable industry watchers like AdAge concur with this theory.
Recently AdAge editor Jonah Bloom gave a speech saying
the marketer has become the media owner…the job of the agency is going to morph into bringing their expertise to bear to help marketers build channels that connect them with potential customers and continually reward the customers who come back with new valuable information.
I couldn’t agree more. A new age of marketing is upon us. You can watch the short video with Jonah Bloom’ speech here.
I just came across this excellent piece in AdAge explaining how digital agencies should be the new advertising leaders due to their understanding of technology, speed of iteration and technology. It was written by Jacques-Herve Roubert.
Over the past 18 months, a great debate has consumed our industry: Are digital agencies poised to sit at the head of the advertising table? Depending on whom you ask and what you read, the answer seems to flip flop — with a majority of people still having reservations and making claims that digital agencies aren’t ready to lead.
So why does the debate continue? Does offline or online really matter to an oblivious consumer who’s only interested in “no-line” communications? Are we spending too much time focusing on who should lead and not enough asking: What’s next?
Ana Andjelic’s DigitalNext post, provocatively titled “Why Digital Agencies Aren’t Ready to Lead,” mentions several reasons why digital agencies aren’t ready to lead, one of which was their lack of experience in the business (as compared with the “decades of experience” that traditional agencies are known for). I’m sure there are instances where decades of experience can directly translate into success, but there are certainly instances (uh, Lehman Brothers?) where deep roots had no bearing on their ability to produce — and produce well. Furthermore, a certain percentage of the individuals now working and thriving in digital agencies came from traditional agencies.