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Agency of the Future

Just Read This: Web Design – The First 100 Years

Peter · July 27, 2015 · 1 Comment

Just Read This – Why?

w100.068More is not necessarily a good thing. New is not necessarily a good thing. Internet-scale is not necessarily a good thing. That’s my paraphrase of this extremely insightful perspective on our digital world.

Need a bit more to get you reading? From Web Design – The First 100 Years. (I find this paragraph on youth vs. age particularly interesting because I was a member of the team that did the first consumer advertising program for email in 1983 — Easylink from Western Union – yes, Western Union.)

This contempt for the past also ignores the reality of our industry, which is that we work almost exclusively with legacy technologies.

The operating system that runs the Internet is 45 years old.

The protocols for how devices talk to each other are 40 years old.

Even what we think of as the web is nearing its 25th birthday.

Some of what we use is downright ancient—flat panel displays were invented in 1964, the keyboard is 150 years old.

The processor that’s the model for modern CPUs dates from 1976.

Even email, which everyone keeps trying to reinvent, is nearing retirement age.

I cheated by calling this talk ‘Web Design: The First 100 years’ because we’re already nearly halfway there. However dismissive we are of this stuff, however much we insist that it will get swept away by a new generation of better technology, it stubbornly refuses to go. Our industry has deep roots in the past that we should celebrate and acknowledge.

And this… for a good laugh…

w100.062So because powerful people in our industry read bad scifi as children, we now confront a stupid vision of the web as gateway to robot paradise.

Here’s Ray Kurzweil, a man who honestly and sincerely believes he is never going to die. He works at Google. Presumably he stays at Google because he feels it advances his agenda.

Google works on some loopy stuff in between plastering the Internet with ads.

Read, think, slow down, enjoy… That’s one of my mantras.

Ad Agencies: Stop Marketing!

Peter · June 24, 2015 · Leave a Comment

 

Ad Agencies: Don’t Do Any Marketing!

Laptop-HeadacheI saw this Adweak Tweet (scroll down) and it got me to thinkin about how much ad agency marketing is directed to prospective clients. Lots!

Man, client CMO’s / marketing departments / CEO’s must be soooo tired of incoming marketing materials from ad agencies. An endless barrage of ‘we are wonderful’, ‘we have this idea’, ‘we did this fantastic work’, ‘we won this award’, ‘we know your category’, ‘we wrote this white paper on: new ad technologies; social marketing; how to use Snapchat; demographics; your issues; your competitors and on and on.

 

Adweak   adweak    Twitter

Soooo, I kinda agree with Adweak’s sentiment. BUT…

[Read more…] about Ad Agencies: Stop Marketing!

What Your Ad Agency Can Learn From The Army

Peter · June 16, 2015 · Leave a Comment

Your Ad Agency Failed. Now What?

Army_Strong_WP.jpg  1024×768“Oh well” should never be the last thing you say when your ad agency failed to sell in an idea, a new advertising program or are at the losing end of a pitch for a new account.

“Oh well” simply isn’t good business. Advertising agencies need to have a process for evaluating what did not work (even what worked) in order to improve its business systems — including how to pitch ideas. I suggest that agencies consider using what the U.S. military calls, the After-Action Review (AAR). Here’s a definition from the Air Force:

An after-action review (AAR) is a professional discussion of an event, focused on performance standards, that enables soldiers to discover for themselves what happened, why it happened, and how to sustain strengths and improve on weaknesses. It is a tool leaders and units can use to get maximum benefit from every mission or task.

Stop Failing… The Ad Agency After-Action Review

[Read more…] about What Your Ad Agency Can Learn From The Army

Advertising Agencies And A New $13.4 Billion Client

Peter · May 11, 2015 · Leave a Comment

photo_front_million_dollar_billNothing should warm the soul of advertising agencies like the introduction of a brand new multi-billion dollar category. The newest category (well, new to legal marketing, not eons of inhalation) is the marijuana industry.

A recent study from IBISworld states:

  • IBISWorld projects the marijuana industry to generate $13.4 billion in revenue in 2020, up an annualized 30.3%.

[Read more…] about Advertising Agencies And A New $13.4 Billion Client

Is (Was) Advertising Cool? Yes, Said Mad Men

Peter · March 30, 2015 · Leave a Comment

Mad Men – RIP.

mad-men-cast-interview-grieving-the-end-ftrWe are about to see the last episodes of Mad Men. What a ride – especially for advertising folks.

The very last days of the show and its era synced with the first days of my advertising career so I got to work with people like Don, Peggy, and Roger.

Stay with me on this one. Yes, it will sound a bit all-about-me. But, there is a point at the end.

I joined, Dancer Fitgerald Sample (DFS), the largest agency in New York, as an AAE on the General Mills account in 1980. So, just for the hell of it… what was that period like for for an ad guy newbie?:

  • I felt like a superstar. I got to work at New York’s largest ad agency. In those days, advertising had today’s Internet startup vibes.
  • It  was a really cool way to earn a living. Imagine the alternatives.
  • I worked with really, really smart and talented people.
  • My bosses were named: Sheffield Halsey, Michael Jeary, Robert L. Ficks III, Marion D. (Skip) Sims and E. Freeman Bunn. They looked like the Mad Men guys. It was fun to be the ‘token Jew’ in the land of WASP’s.
  • DFS taught me about the value of strategy and consumer research.
  • The agency has serious clients like P&G, Toyota, Nabisco, Yoplait, Wrangler, HP and made great ads like Wendy’s ‘Where’s the beef?’
  • DFS was the ‘Agency Of The Year.’
  • I got go to work in the art deco Chrysler Building. A fucking brilliant way to start the day.
  • Our corporate culture was benevolent.
  • Our mantra was: ‘Ambitious Advertising’.
  • Our most senior clients valued powerful advertising.
  • We won 90% of our new business pitches. That’s how I learned to pitch.
  • I got to dress up in great suits and ties. Note: I grew up in Manhattan, so looking good was part of my ethos.
  • Everyone was good looking.
  • By my third year, I was flying around the world.
  • Yes, we drank and many snorted coke. It was, after all, the 1980’s.
  • In the late 1980’s we were bought by Saatchi & Saatchi.
  • The purchase allowed me to move to our London office – our creative epicenter –  in 1990. There were English Dons, Peggys and Rogers over there too. They just drank much more red wine.

Fuck yeah.

That’s why I dig Mad Men.

It was both real (I  witnessed their era) and the show did a decent job, well sort of, showing the ad-man lifestyle. We were very much about being very creative. Not…

…programmatic buying drones.

Which brings me to a final point. I’d love to see us bring back the sexy bits. I fear that pixels and apps are simply not as much fun as my favorite Northwest Airlines shoot which spanned Thailand, Hong Kong, Taiwan, Korea and Japan. Ah, 1980’s expense accounts (and the profits from the 15% commission.)

OK, last point.

I didn’t totally mean what I just said about the ‘good old days’. I believe that given the complexities of today’s analog and digital advertising world… today can be the most exciting time to be in marketing. Just don’t forget to stop, take a breath and have a drink and toast Matthew Weiner.

Advertising, digital, social still has the coolest people to down a beer with.

 

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