Another grand slam for Nike and Portland’s Wieden+Kennedy. This time its for my real home town Yankee’s Derek Jeter. This might be the only thing that will make most New Yorkers cry.
https://www.youtube.com/watch?v=X03_bNuihLU
Smart Agencies
Advertising Creative Awards and Puffy Heads
Ireland Is Now Famous For Three Heads: Guinness. Red. And, Creative.
Advertising agencies love creative awards. In fact, these little sweet proof-that-we-are-very-way-smart-and-cool puppies tend to make creative heads get all sorts of puffy. I’ve been seeing this in action for years and love it all-night-long when MY agency’s creative department wins.
Take a look at Dublin’s Mark and Paddy’s take on those puffy heads for (as Mark and Paddy say):
ICAD is Ireland’s preeminent creative body.
This is what their awards do to creative departments.
Here’s a print ad.
Make sure you see the videos on the Mark and (yes) Paddy website.
D&AD Most Awarded 2014 – Videos
This year’s awards for videos… wonderful stuff. Almost makes me want to buy things.
Does Size Matter In Advertising?
By now we’ve all yawned at the failure of the Omnicom / Publicis merger.
Here is how Bloomberg reported the snoozer and a link to an insightful interview on Bloomberg Television’s “The Pulse” with London Advertising’s CEO Michael Moszynski. Michael manages to offer a perspective that only the English could enunciate clearly — and he gets some great PR for his agency. And… manages to also squeeze in London’s One Brilliant Idea pitch – sweet:
“LONDON is an international advertising agency built for today. We create One Brilliant Idea that can work in any media, anywhere in the world.”
Not a bad PR days work.
So Does Size Matter?
No.
But, of course, many clients like it big. Microsoft as of last week thinks that having a mega-sized agency is a must have for a major brand that lives across the globe and, I assume, a cure all for past marketing ills. From Advertising Age:
Microsoft is moving its multibillion-dollar ad and media business, indicating a fresh-start approach under newly appointed CMO Chris Capossela.
The tech giant has selected Interpublic Group as agency of record for advertising and global deployment while Dentsu Argis will handle media planning, media buying and search advertising, the company said in a statement.
You want big?
Interpublic has 43,000 employees and dentsu 7,500. Does Microsoft, a notoriously lame, directionless marketer, need an agency resource with over 50,000 scattered strangers or does it need one really smart agency that can manage some global TLC? Smart being the operative word.
Sure Microsoft (and thier new CMO) thinks MSFT needs lots of dots on a map and I know that this perspective, in addition to ego, drove a search for a large humongus agency base. But, what Microsoft really needs more than a BIG agency is A BIG STRATEGIC IDEA to help create a big, sustainable, compelling brand proposition for all of their B2C and B2B brands? You know, a Master Brand position to start and then run with. Apple, a notoriously not lame or directionless company, never went mega agency. Nuf said.
And, at the moment I think that Google is creating some of the best tech advertising. Can you name their huge agency?
But, really does size matter? That’s why I want you to watch the Bloomberg video. Michael answers the question.
[Truth be told, I sold the idea of dots on the map when I ran business development at Saatchi. So, I get that approach. But, it feels so 1990’s.]
From ADWEEK: Is TV Dead? (Um, Seems So)
Guess ya just gotta try to sell some advertising magazines. Case in point… “Is TV Dead” care of ADWEEK.
But… ADWEEK is correcto. Its a slow death, but a death nonetheless.
No real surprise, we are shifting from watching the big box to watching TV shows, movies and videos on the Internet and mobile devices. See the fast-paced shift in the Business Insider chart below.
So, how is your advertising agency’s video expertise? If you are an agency that is / was good at writing and producing great TV advertising then just shift focus. Use those really hard to get skills and go lighter, faster, smaller into the growing world of video. Did I say faster?
