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LONDON Advertising Kicks Ass

Peter · September 26, 2020 · 1 Comment

The LONDON Advertising Case Study

I’ve written a couple of blog posts about the LONDON Advertising self-run and crafted advertising campaign. I’ll put those links below.

My bottom line is that in the cutthroat world of advertising and digital agency business development, a critical goal should be to want to stand out. To be what I call Unignorable. These guys are Unignorable. And famous.

But, before looking at my prior posts, here is the video case study. Yes, that is me inside.

Strange, But True. An Advertising Agency Actually Likes Advertising

The LONDON program is an “interesting” story because, well, most advertising agencies do not advertise themselves. Why? Well, first many advertising and digital agencies do not have a well-crafted business development program (beyond WOM and referrals). Second, I’ll guess here, they might not actually think that “traditional” advertising works. Hey, I’m just guessing here.

Here is what I do know… advertising does work; even after 30 years of the growth of digital marketing, The good old fashioned TV commercial and out-of-home ad/poster/now digital still grab attention and sell. I can say this because I have done it all. And, I admit it. I started to invent digital advertising in 1995.

Earlier LONDON Advertising Blog Posts

Is Your Advertising Agency Famous And Unignorable

Does Your Advertising Agency Advertise Itself?

Want A List of The best Advertising Podcasts? Sure You Do.

How To Sell Your Business

Peter · September 25, 2020 · Leave a Comment

So You Want To Sell Your Business? Start The Process Early.

I have bought and sold a few advertising, digital, and design businesses. The process is stressful and rewarding. The keys to success are knowing why you are selling (and buying), spending time to build value, building a compelling, market-leading positioning, getting your financials in order, and hiring the right experts that will help you sell your business.

That’s why I interviewed Mark Holdreith of Media Advisory Partners. Mark and his team specialize in delivering M&A services for small and mid-sized marketing services and media companies.

From Media Advisory Partners:

MAP was founded in 2010 to provide financial advisory services to small and mid-size marketing services, media, and related companies. From the beginning, we have been committed to Advisory…providing the in-depth, end-to-end support and services required to meet your specific M&A needs.

I have two big pieces of advice; Start the process early. Read my free book, “How To Sell An Advertising Agency. And, How To Buy One.” There are a couple of links on this page to make that real easy.

Media Advisory Partners

YO – Hypnotism coming: Remember to subscribe to Advertising Stories. Remember to subscribe to Advertising Stories. Remember…

A nice thing for me… Feedspot has recognized Advertising Stories as being a top 15 advertising podcast.

Is Your Advertising Agency Famous And Unignorable

Peter · August 24, 2020 · Leave a Comment

My friend Michael Moszynski, Founder and CEO of London’s global advertising agency LONDON Advertising, recently sent me an agency Press Release with the headline: “LONDON Advertising ad campaign sees its awareness surge an impressive 50% and overtake Adam & Eve in Populus poll.” I’d say that LONDON Advertising is able to say “yes” to the question… “Is Your Advertising Agency Famous And Unignorable.’

LONDON Advertising got to fame and unignorability by running a real broad awareness advertising campaign for the agency (and working on being famous for years). Yes, you heard me right. They actually used real (LOL) advertising to up their image and awareness in the UK. I’ve written about this campaign here: Does Your Advertising Agency Advertise Itself?

Help You Getting Your Advertising Agency Famous And Unignorable

#1. How did LONDON do it? Read their PR and think about your agency

Here is a quote from the press release (gotta love that England still has Lords)…

In a Populus poll of awareness of UK ad agencies among over 2,000 members of the public, LONDON Advertising demonstrated the power of its ad TV and Outdoor campaign to promote its own brand with an outstanding set of results.

Lord Cooper, Founding Partner of Populus, said:

“Amongst the public, brand awareness of LONDON Advertising rose by an impressive 50% in just a month. LONDON Advertising is now 6 times more well-known than highly established agencies like VCCP. The increase in awareness of LONDON Advertising was the only statistically significant change in the month between our two polls, so their campaign clearly cut through. Among the critical sub-group of consumer opinion influencers, LONDON Advertising now has the highest awareness of any of the agencies covered in the poll, at 27% – its campaign taking it past Adam &Eve.”

Here is the press release sweetly shouting about LONDON. Results of LONDON Advertising advertising campaign

#2. How do y’all get to famous?

Quick story. A while ago I moved to London to work at the original Saatchi & Saatchi Advertising Worldwide on Charlotte Street. I quickly found out how famous Saatchi was when I got in a cab and told the driver the address. He said, “Oh, you are going to Saatchis.” From then on I’d just say that I was going to Saatchi. If you said your agency name to an Uber driver (let’s pretend she does not have the app for a second) would she know YOUR address?

OK. How to get to famous? Three “simple” but, ya know, like, important things.

Make being famous and unignorable an objective. A second on the idea of being unignorable… Imagine the alternative?
Is your advertising, digital, social, PR or whatever agency marketing designed to be famous and unignorable?
Show the world that you are (!) unignorable. Shout it. This is precisely how Maurice and Charles Saatchi did it. They made damn sure that the world thought that Saatchi & Saatchi was famous. This was an objective. This was LONDON’s freakin objective, too.

Oh, while you are at it, how about your personal brand? Are you famous? Did you see the video on my Home Page? For some of you… yes, I ripped off the name association idea from the great conceptual artist Chris Burden. Steal like an artist.

Need more fame???? Contact me.

The Smartest African American Advertising Agency

Peter · August 20, 2020 · Leave a Comment

The Real Power Of African American Advertising

Wil Shelton runs L.A.’s Wil Power Integrated Marketing, a major force in African American advertising and marketing. Here is just one not-ordinary thing that they do:

“Wil Power Integrated Marketing is positioned in more than 40 urban markets nationwide with well-established business relationships with over 100,000 African American salons and barbershop nationwide and the ability to reach over 100 million consumers annually.”

How many advertising agencies have a unique idea as powerful or as unignorable as that?

WOW!

I was blown away when I heard about the Wil Power Integrated Marketing approach to marketing to the African American community. While all agencies, Wil Power included, fuss over their digital programs, few get “out on the street” to meet people and talk to them where they hang out. Wil Power gets it and has harnessed the power of America’s salons and barbershops – where millions of people meet to discuss their lives and what they do, eat, drink watch, and buy.

From an advertising agency business development perspective, Wil Power offers its national Fortune 500, entertainment, streaming, and telecom clients a solution that is totally unique — it is based on Wil Shelton’s perspective and hard work that get him and his clients inside over 100,000 salons and barbershops.

Yes, there is more. Have you listened to Wil on how to solve the problem of racism in advertising and marketing? In particular, the low numbers in African American senior advertising and marketing positions? Go ahead, take a listen — “Kamala Harris And Advertising…”

Links To Wil Shelton And His African American Advertising & Marketing Solutions…

Wil Power Integrated Marketing

Wil Shelton on LinkedIn

Hypnotism coming: Remember to subscribe to Advertising Stories. Remember to subscribe to Advertising Stories.

A nice thing for me… Feedspot has recognized Advertising Stories as being a top 15 advertising podcast.

Kamala Harris And Advertising. Not.

Peter · August 13, 2020 · Leave a Comment

Kamala Harris And Advertising. Could Kamala Get A Senior Job At An Ad Agency? Probably Not.

I pose the question about Kamala Harris and advertising as a thought-starter that leads to my discussion about the rather poor numbers of African-Americans in senior marketing and advertising roles. WOW, what an understatement.

I recently interviewed Wil Shelton, the CEO/Founder of L.A.’s Wil Power Integrated Marketing agency. Wil Power is a unique independent African-American market expert agency. The power of Wil Power comes from its work at “Harnessing the power of word of mouth in the African American market through Urban Beauty Salon and Barbershop marketing.”

In this interview, I asked Wil for his thoughts on what I consider the appalling state of African-American representation within leadership at the four major advertising agency networks (2 percent) and the CMO ranks at the Association of National Advertisers (3 percent.) That’s why I ask the question, could Kamala Harris get a job in advertising? Do the words Kamala Harris and advertising sound like a deal in 2020? Not in today’s advertising and marketing worlds.

Note that the marketing communications agencies Wieden+Kennedy with its Workforce Data and San Diego’s Basic are working to increase diversity and inclusion. My guess is that these two agencies, when asked if Kamala Harris and advertising could work together would be a YES. Would WPP say yes? That’s your guess.

This is inclusive “career” copy from a notice on Basic’s President Matt Faulk’s LinkedIn page. Basic is looking for some new people. I bet that Kamala Harris and advertising would work at Basic:

As we look to further develop a diverse, equitable, and inclusive workplace, we’re currently looking for Creative Directors, Design Directors, Senior Designers, and Producers (all levels) to come join our team.

The Full Transcript Of The Wil Shelton Interview. And Why Kamala Harris And Advertising Might Not Have Been.

The interview was modified for clarity and brevity. This Interview Was Held Before Ms. Harris’ Appointment.

Peter: Hello, Advertising Stories people. Today I am talking with Wil Shelton, that’s with one L, and he is the CEO of the marketing agency, Wil Power Integrated Marketing. Again, with one L.

This conversation is about diversity, the lack thereof, and hopefully the opportunity of driving more diversity and inclusion in marketing and advertising. This must be a conversation you have often Wil, is that right?

Wil: Yeah, I do have it often. At this time, in this era that we’re in, yes.

Peter: Let’s just jump into that for a second. When you say this time, we have an increased consciousness of the lack of diversity, the problems of endemic… You fill in the next word. Do you think that the world that we’re living in now, the awareness of the really big idea of Black Lives Matter, do you think that will have a positive effect on the growth and expansion of diversity within the marketing and advertising communities? [Read more…] about Kamala Harris And Advertising. Not.