Smart Agencies

1 Reason To Pitch French Advertising Clients

Peter · April 13, 2014 · Leave a Comment

One of the better weekly newsletters I get is from the long-time-insight-rich-website Six Pixels of Separation. As the website says:

TWIST IMAGE PRESIDENT, MITCH JOEL, BRINGS YOU DIGITAL MARKETING AND MEDIA HACKING INSIGHTS AND PROVOCATIONS FROM HIS ALWAYS ON/ALWAYS CONNECTED WORLD.

Twist Image is a digital agency with offices in Montreal and Toronto that kicks most digital agency’s marketing butt and, as you can see, has a blog that adds value and drives agency awareness. Interesting fact… the agency website does a location lookup to personalize the home page. In my case, it knows that I am in Mexico right now. Nice touch.

OK, Back To Pitching French Clients

The blog has a guest feature called: Six Links Worthy Of Your Attention. This week it points to the news that the French government has dictated that management can’t email employees after work hours. In France that means after 6PM. Here is the post along with a link to the CNET News article.

French say ‘non’ to work email after 6 p.m. – cNet. “Ahh, who doesn’t want to spend their entire childhood and teenage years studying in an old school education institution that is making young people miserable, feeling inadequate and, ultimately, forcing them into a regiment of memorization of things they should never need to remember? I see this often when you look at more traditional European countries and their non-progressive school curriculums The good news? You get to graduate and become a ‘fonctionnaires,’ (if you live in France). A place that makes insane rules like this. I have a better idea: why stop at email? Just shut down the electricity for all fonctionnaires so nobody has to do anything? Alternately, you could just say, ‘hey, what if we let these adults make their own rules and attempt to find their own balance? Wow, what decade are we living in? How stupid do we think that people are?” (Mitch for Hugh).

My take…

France is fucked up. I am not a small government guy but please… can’t people run their own lives? Are the French babies that need coddling?
Recent press has discussed France’s issue of losing talented digital / programming / entrepreneur / creative class types to countries where they can do their thing in a pro-business environment.
It must be a sign of the times when management (this means some of you) has to be told to let people live their lives. I never emailed my staff after 6PM. I am a really good, understanding, caring pro family guy. I didn’t need laws to be act like a decent person. 🙂

If French agencies are going to work at say 80% of capacity then go and get business from the French clients that need 100% agencies. Hello Peugeot. That said, you will need to have a French language website like Twist Image (it helps that they are in Quebec where the government dictates that they need a bilingual website.) Hmm… is there something about French speakers?

Bon chance!

Advertising Age & Web Marketing ala 1997

Peter · March 20, 2014 · Leave a Comment

Ah, the joys of doing an Internet search on yourself. Here is an oldy but goody editorial I wrote for Advertising Age in May, 1997 on advertising agencies not getting into digital marketing fast enough. Remember… this is from 1997. I left Saatchi & Saatchi in 1995 to put newspapers online for Advance Publications. Yes, I invented the Internet with my friend Al. If you are an Advertising Age subscriber, you can see the editorial here.

Opinion: Have agencies lost their footing in Web marketing?

I’m worried that the advertising community is getting behind the curve when it comes to the Internet. Most clients are ahead of their agencies in understanding the value of Internet marketing–I know, because they’re coming to us to design their programs.

What’s holding agencies back? A love of proven media and maybe some myths.

1. Advertising agencies cannot make money planning and producing Web advertising.

Agency profits, strangled by clients during the past 10 years, don’t leave much room to dabble in new low cash-flow technologies. It’s easier to plan and buy TV.

However, almost every client is now marketing on the Web. Since the Web seems a bit better at direct response and promotion than brand building, I think it provides agencies with a great opportunity to grab from these other ripe budgets.

2. The only folks making money on the Web are pornographers.

Dell is selling $7 million worth of computers online every week. New Jersey’s Planet Honda has sold over $1 million worth of cars and parts off its site. Condomania is selling $1,000 worth of condoms every day off of a $10,000 Web site.

3. Banners do not work.

I worked in advertising for over 15 years, and the only time I could swear on a Bible that advertising had any direct effect on sales was when my airline client’s fare ads sent people to the counter. Now, when I look at my advertisers’ banner statistics, I know exactly what worked and what didn’t.

4. Web advertising will not work for mass brands.

Why not? Both men and women buy pasta, and when they’re online, they’re not using other media. Use the Web to leverage some of that mega co-op spend out there. Imagine a banner that says “50¢ off pasta today at A&P” and also links to that “brand-building” Italian odyssey site the creatives want to build.

5. The only big-time advertisers on the Web are large Web sites or technology companies.

Advertising follows the eyeballs. It took radio 38 years to reach 50 million users; TV, 13; cable, 10; and the Internet, five. That’s why a recent scan of “high-tech” Web advertisers included Rockport, Levi’s, Visa, Gatorade and Godiva.

6. Push is the future.

Maybe familiarity with broadcast is why the new “idea” of push is so beloved by the advertising industry. Pull is the power of the Internet. It may be hard to learn how to turn it into an advertising tool, but it is intrinsically more powerful and consumer-focused.

7. PointCast is push.

OK, I do like push. But sorry, guys, e-mail is the push God. E-mail is easy to use, it’s low-tech and highly targeted. There are more than 35 million Americans (70 million worldwide) using e-mail every day, while there are only 1 million active PointCast users. Pick one.

Peter Levitan is president of Advance Publications’New Jersey Online.

So, was I right? I was certainly opinionated. I am still.

From X Rated to 4 Skins

Peter · March 19, 2014 · Leave a Comment

Last week I got to deliver my first X Rated blog post.

This week I get to point you to one of my favorite (WTF?) brand names: 4 Skins Wine. Hmmm. I don’t even know where to begin or should I just cut myself off?

I found this brand while doing some competitive agency research for a great Canadian agency client. Competitive research can be a bit boring but when you find such an exciting, attention generating, scrumptious sounding and mouth watering brand name, you just have to tell the world. Here it is care of Halifax’s Spectacle Group. Enjoy!

Coca-Cola And The Future of Advertising Agencies

Peter · March 10, 2014 · Leave a Comment

Today’s Wall Street Journal article, A New Marketing World Requires New Skills, gives us a sweet opportunity to get into the head of Joe Tripoldi, Coca-Cola’s Chief Marketing and Commercial Officer. Joe shares what he expects from his marketing organization as the world of marketing makes some dramatic and fast-paced shifts from old-fashioned brand-building to digital marketing.

This deep look also provides client-side direction for advertising and digital agencies to better understand where the world of marketing is headed. Not that any of this informations should be news. However, it is reinforcement for the way all agencies should be thinking in March, 2014. Thinking means designing agency services and hiring the right talent for the future. If Coke wants analytics, digital, social, mobile and gamification expertise — all clients will eventually want this and agencies need to plan accordingly.

“The biggest issue for CMOs today is the critical need to ‘re-skill’ their marketing organizations and build new capabilities in areas like big data/analytics, digital, social, mobile, gamification and design.

“This is not just about hiring a few subject-matter experts, but building a depth of knowledge leaders and practitioners in these critical new competencies. If they don’t, marketing organizations will be stuck with traditional 1980s and ’90s brand-building skills in a 21st-century world of an ‘always on’ consumer. The times, they are a-changing.

“You cannot slide over people in your current organization because they have loosely dabbled in these areas. You need to go to the millennial marketplace for ‘natives’ who have lived and breathed these disciplines for much of their lives. Individuals who have passion for connecting brands with people in new ways.

“The talent is out in the marketplace, you just have to be creative to source it in nontraditional ways through communities or networks. Then you have to understand that you may only retain these people for a short time, but the positive, disruptive impact and the knowledge they can impart on your organization is game changing.”

How To Sell Your Advertising Agency

Peter · March 8, 2014 · Leave a Comment

I talk with advertising and digital agencies every week that want to “sell in five or fewer years.” We discuss how they can begin to position themselves for a future sale. Well, one way isn’t to be “full-service” or another “social media guru.” These generalist brand positions are not going to get the attention of a WPP or even the larger shop down the street.

One of the paths to SOLD! is to find a niche to own. A niche that a larger company might want. At the moment, and for the foreseeable future, a technology niche is what the bigger boys are looking for. Portland’s not yet three year-old tech niche-owning Vizify (“Vizify turns your social media data into interactive infographics, videos, and more”) just got bought by Yahoo!

Vizify found a data visualization niche and worked it.

I know. They aren’t an advertising agency. But… so what. There is still a lesson here for you ad guys.

What is Yahoo! gonna do with Vizify? Who the hell knows. (OK, it might have been a talent acquisition since Vizify is shutting down.)

As Selena Larson on readwrite writes… “Yahoo is shutting down innovative apps and services right and left as it snaps up startups—to no clear purpose.” So, go figure. But, the guys that sold the company are smiling.