Peter Levitan & Co.

The New Business of Advertising

Insights

JESS3: Advertising Agency of the Week

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This is my first Agency of the Week post. My criteria includes: agencies that deliver some distinction, a competitive positioning, have figured out what the agency of the future might look like, delivers “great” work (my personal opinion), appears to be a destination agency for incoming new business and seems to be able to get out of their way to sell themselves. And, this is a rare one, has some soul and maybe even a sense of humor.

Who:

JESS3. LA and Oklahoma City. Not the usual mix. (Compare JESS3 to other LA agencies here in the Pinterest Advertising and Digital Agency directory.)

What JESS3 says:

At JESS3 we take complex topics and large data sets and make them accessible through beautiful visuals.

We are a creative interactive agency that specializes in the art of data visualization, adding context and meaning to the exponentially growing world of data around us.

And…

JESS3 is a creative interactive agency that specializes in visual storytelling. We challenge ourselves and our clients to push the limits of what creativity and engagement means. Our services range from UI / UX, animation, content creation and digital PR to developing large-scale installations, social strategies, data visualizations and infographics.

Why I Dig JESS3:

They specialize. A major zag while other agencies zig by trying to do too much and have an unfocussed agency positioning.

They are positioned for success. They meld data with visual storytelling. Two biggies.

They have lots of cool clients like Amnesty International, AMEX, Chobani, CSPAN, GE, Facebook, Google, Samsung and Skype.

They are hot:

“JESS# Named to iMedia 25 Agencies to Watch”

iMedia Connection named JESS3 to the iMedia 25 agency list, recognizing JESS3 as a key agency that has advanced interactive marketing through big ideas, brilliant creative, cutting-edge technology, and the passionate pursuit of excellence in the digital space. Citing our work with Samsung, ESPN, American Express, and recent partnership with the Google Politics and Elections team for the 2012 National Conventions, the article states, “JESS3 has a gift for turning numbers into stories and a passion for creating content strategies that resonate over the long haul.”

They are funny:

Hit their creepy cupids on Pinterest.

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Hello: There is a 78% chance that you loved what you just read. So, read my Corleone Offer and call me if you are an agency CEO or want to be someday.

 

Me-Too Boring Ad Agencies and The Harlem Shake

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AdAge writes,

A staggering 60 agencies –and counting– have already put their own spin on the Internet phenomenon, according to a Tumblr that’s been set up just to collect examples, called “Harlem Shake Agency.”  So far there have been videos by shops including TBWA Paris, Grey Moscow, DDBBarcelona and M&C Saatchi Johannesburg — evidence, clearly, that the meme has gone international.

No, sorry… its about the paucity of advertising originality. OK, its fun. But, this is an industry where agencies should be talking up real creativity not me-too creativity. 60 agencies doing the same thing… and promoting it???

From the ever entertaining Ad Contrarian,

Slaves To Trendiness

Take a look through any agency website and you’re sure to read about how innovative they are. They do things differently. They have a unique perspective.Spend time at these agencies, on the other hand, and you’re sure to find out how absurdly derivative and slavishly trendy they are.According to AdAge no fewer than 60 agencies have so far posted videos of their staff doing the Harlem Shake.Not only are agency cretins posting Harlem Shake videos, but so are advertising “educational” institutions like the Miami Ad School and the VCU Brandcenter. If that’s not enough for you, so have Pepsi, A&W, Chili’s, Google, and Facebook.

I guess one of the positive things about the web is that the life cycle of these memes is so short that by the time these dimwits have posted these monstrosities they are already past their sell-by.

 

Smart Email Marketing For Ad Agency New Business

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Two emails hit my desk this morning and they both “sell” the idea that good old-fashioned email marketing still works.

The first was an email from MarketingSherpa promoting their new “2013 Email Marketing Benchmark Report.” My key takeaway is that email marketing continues to have a high ROI for both business and consumer marketing when used to reach and convert a business’s house list. As we all get lost in the social media weeds, we need to remember that email not only works but also can be easily tracked and analyzed. I love reading the real-time stats from an effective email campaign. Who opened the email, who read it, who clicked on and so forth. Here is one of the core charts from the report showing the relative strength of email. Frankly, this isn’t surprising but it should reinforce our decision to use email.

Email Marketing Rates

 

 

 

 

 

 

 

 

The other email I received was from Portland’s HMH Advertising (with an east coast office in Charlotte, NC.) The email promotes a new campaign for its Montana Lottery client.

HMH deftly uses email marketing to promote one big agency idea. It is a great example of Keep It Simple Stupid. In fact, they call the email series One Idea. It is a simple, direct, informative monthly sales tool sent to the agency’s existing and prospective clients.

HMH Email One Idea

This email acts as an announcement of new work, strategic thinking and acts as an example of how the agency knows how to leverage the power of email.

The email clicks through to a dedicated campaign website that shows the TV commercial and the integration of other media including digital, radio, outdoor and a promotional video of the $1 million winner. A man of many words.

 

Digital or Traditional Ad Agency: Choose One?

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I don’t think I need to add many words to what the these two charts from eMarketer tell us. It’s sort of pick one for your digital or advertising agency’s future.

OK, maybe you don’t have to freak out and choose one direction today but imagine what your agency could look like in 3 years if you sit still.

I’d bet on mobile and would get started ASAP. This space is young and it isn’t too late. It sure dosen’t look like many agencies have mobile figured out yet.

eMarketer marketing strategies 2013

 

 

 

 

 

 

 

 

 

 

 

 

 

eMarketer marketing strategies increase 2013