Peter Levitan & Co.

The New Business of Advertising

Marketing

Fame and Advertising Agency Business Development

· · Leave a Comment

Fame For Advertising Agency Business Development

book_confessionsnewI have an objective that I give to all of my advertising agency clients. I tell them that they need to include FAME as an agency marketing objective. My primary point is that in a universe of 4,000 agency brands in the USA and possibly dozens in their home town, standing out from the clutter is an essential goal. Sounds obvious, right? However, most agencies do not actually have FAME as an objective. Or, maybe more to the point, they don’t actually work hard to be famous.

I put David Ogilvy’s’s photo on the left because he just might be the most famous man in the history of advertising. He worked it. In addition to founding one of the world’s most well-known agencies, he wrote three seminal advertising books that propelled his FAME: “Confessions of an Advertising Man” (1963), “Blood, Brains and Beer” (1978), and “Ogilvy on Advertising” (1983). These books formed the platform for his agency’s thinking and awareness. This is an important point. I’ll come back to it.

What is Fame?

Google defines fame as, “the condition of being known or talked about by many people, especially on account of notable achievements.”

Known and talked about. Interesting, right? One of those easier said than done things. But, I can virtually guarantee you that if you do not make fame an agency objective, chances are you will not get there. [Read more…] about Fame and Advertising Agency Business Development

Send More Creatives To Mars!

· · Leave a Comment

I Wish I could Have Sent More Of My Creatives To Mars!

Send More Creatives To Mars Peter Levitan Co.From MediaPost comes news that FCB Paris wants you to help them send a creative into outer space.

FCB Paris has, ahem, launched an interesting stunt. The agency says it will send one of its copywriters, 25-year-old Baptiste Szuwarski into space if the agency gets 37,895 likes on its Facebook page.

Why such a specific number of likes? Apparently because that’s how many balloons it will take to launch the 114 pound Szuwarski into space. Since the campaign began on March 10, the agency has amassed 5,414 likes. So it’s got quite a ways to go to get Szuwarski off the ground.

Good way to get some free press for the agency.

Now, I’d like to see a very honest agency do something similar to send one of their least pleasant clients to the moon.

https://www.youtube.com/watch?v=zkexKB1LbM4&feature=youtu.be

More agencies should get their sense of humor out there. Why soooo serious all the time?

The Advertising Agency Website Article Of Your Dreams

· · Leave a Comment

Content Idea Generator PortentGetting To The Advertising Agency Website Of Your Dreams

Virtually every advertising agency thinks that they need to redesign their website. This even happens the day after they launch their latest version. This is understandable. The agency built the new site to meet month’s old objectives, they are now bored with the great ideas they had weeks ago and their competitors might have beaten them to some form of design or technology punch. Plus, yous guys are ‘creative’ and lose sleep over  every creative decision anyway. It comes with the territory.

9 Free Tools To Build The Website of Your Dreams

To help alleviate anxiety (Or, support it for that matter), here are some tools to help you get started on your next design.

How Is Your Website Performing?

Alexa: Where do you rank? See how WPP’s website kicks Omnicom’s ass.

Woorank: Review your website and its SEO health.

Nibbler: Check out your website… get results on code quality, social interest, marketing, etc.

Need Some Fresh Content Ideas?

[Read more…] about The Advertising Agency Website Article Of Your Dreams

Managing The Huge Hispanic Marketing & Advertising Opportunity

· · Leave a Comment

Managing The Huge Hispanic Marketing & Advertising Opportunity

hispanicpopulationgrowthI’ve been invited to speak about business development strategy at AHAA’s annual conference in Miami on April 27th. AHAA is the only national trade organization representing the entire Hispanic marketing, communications, advertising and media industry.

I am looking forward to this opportunity because the Hispanic opportunity is… huge. In case you’ve been out of town, the United Sates is experiencing dramatic growth in our hispanic population — how is that for an understatement. I am sure that you are all well aware of our need to understand the Hispanic market and diverse culture. Need a reminder from the U.S. Census Bureau? Look left.

But, I am not sure that you know how digital the Hispanic group is. Here are some thoughts on this market from Google’s Think With Google.

You’ve likely heard the numbers: a 163% increase in population between 2010 and 2050, making up 30% of the population by July 1, 2050. One trillion dollars in buying power in 2010, rising to $1.5 trillion next year (an increase of 50% in just five years). I’m talking about U.S. Hispanics, of course—a consumer segment that’s on the radar of every Fortune 500 CMO.

At Google, we’ve taken notice of this audience too, but for a different reason: technology. U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. “Many marketers may think they trail the so-called general market in adoption of new tech, when in fact they are far ahead and should be among the first prospects for marketers seeking to grow their consumer base,” says Marla Skiko, senior vice president and director of digital innovation at SMG Multicultural.

Despite the facts, U.S. Hispanics are a vastly underserved market, and the opportunities to reach them through digital remain largely untapped.

Largely Untapped!

How can we have a market that will be over 47 million in 5 years and have it be ‘untapped’? [Read more…] about Managing The Huge Hispanic Marketing & Advertising Opportunity

7 More Ridiculous Ad Agency Presentation and Pitch Mistakes

· · 1 Comment

7 More Ad Agency Search Consultants On “The Single Worst Presentation Mistakes”

mistakes 12 cartoons #2Here is Part Two of a list of ad agency sales presentation and pitch mistakes from some of the most experienced people ever to sit on the buyer’s side of a B2B sales presentation table. This list, and the next three parts are from my book, “The Levitan Pitch. Buy This Book. Win More Pitches.” The poster on the left has all of my top 12 agency presentation mistake cartoons. These are all in the book.

Don’t miss Part One of the series and its first 6 mistakes… it is right here.

Mind Blowing.

As you will see from this series on agency presentation and pitch fails, most agencies make these mistakes. Yes, it is hard to step up and say that you and your team also make these kinds of mistakes. But, according to my agency search consultant friends, and their zillions of hours sitting across the table from you, you are in fact making these mistakes.

Pete Bogda: ABA Consulting, Inc., Texas

The common/worst mistakes that agencies make is not starting with the folks who will be on the client team, but load the room with agency top brass and/or stars. [Read more…] about 7 More Ridiculous Ad Agency Presentation and Pitch Mistakes