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Does Your Advertising Agency Advertise Itself?

Peter · July 6, 2020 · Leave a Comment

An Advertising Agency Launches An Advertising Campaign – For Itself. Weirdly Wonderful.

I council my advertising agency clients to advertise. I mean, actually use on and offline advertising to advertise the agency to increase awareness within the marketing universe, own their own story, and drive incoming leads.

Oh, and be UNIGNORABLE. A weirdly wonderful thing to do.

Today, LONDON Advertising, an uber-cool, massively award-winning and strategic major league agency, has done just that. These guys are ballsy and not your mother’s advertising agency.

The ad I am highlighting says, “How many advertising agencies can you name? Well, now you can name one more.”

A bit more about LONDON – note how focussed their positioning is:

LONDON Advertising is a global agency with just one office. It was set up in 2008 (two weeks after the collapse of Lehman Brothers) to disrupt the traditional network agency model. Since then it has worked with clients based on every continent and run campaigns in more countries than WPP has offices. The agency’s iconic “I’m a fan” campaign for Hong Kong-based Mandarin Oriental has proven to achieve the highest ad recall ever recorded by Ipsos Mori.

LONDON Advertising has been voted Agency of the Year for six out of the last seven years.

The Advertising Deal.

Agencies have historically told their clients to advertise into the headwinds of a recession. Reasons include hold your share or voice; increase your share of voice; be one of the winners while your competitors hunker down; make sure your brands don’t die a slow death. You get this picture. Well here is an agency putting their money where their mouth is. A rarity even in the good days.

I am going to let the LONDON Advertising press release speak for itself.

Ad Agency launches major campaign day after lockdown for a highly unusual client – itself

Ad agencies often tell their clients, brands that advertise in a downturn increase market share.

However, few agencies take their own advice.

LONDON Advertising is taking its own advice and is today launching a major campaign with
10 TV ads, starring Helen Mirren and Liam Neeson, on 9,000 spots on Sky News.

The TV is supported by super-premium digital posters across Ocean Outdoor’s UK portfolio and Linked-in. The campaign is running from 6th July to 2nd August and will reach 30 million people.

Michael Moszynski, Founder and CEO, said:

“Our campaign, launching on the first working day after the easing of Lockdown, is a call to arms to all businesses to get Britain going again. We believe in ‘by example shalt thou lead’ and that we all have a duty to help rebuild our economy.”

‘Advertising Legend’ Rupert Howell (Founder HHCL, MD ITV) commented:

“This is the first time I have seen an ad agency do a major campaign like this for itself.
The ads are bloody brilliant!”.

 The agency’s Founder and Creative Director, Alan Jarvie, explains the rationale:

“It is a fact advertising builds brands and fame. We believe the current situation provides a rare opportunity. Audiences are currently higher than normal and media is cheaper, as many companies have cancelled their campaigns. So, we’re doing what we would advise our clients to do; advertise now.

Our campaign demonstrates the three criteria we believe work must satisfy to be effective: Is it simple? Does it stand out? Can you remember who it’s for? A lot of advertising fails to do one, two or all three of these things.

We also wanted to show it’s the size of your idea that matters, not the size of your production budget. We would like to thank Dame Helen Mirren and Liam Neeson, OBE, for making themselves available to take part in the campaign.”

Here Is The Advertising.

Videos of all 10 TV ads featuring Helen Mirren and Liam Neeson can be downloaded here 

Hi-res image of the poster ads can be downloaded here

If you are a serious client… contact: michael@LONDONadvertising.com +44 7968 063 155

If You Are An Advertising Agency That Wants To Grow Its Client List… Contact Me.

Japanese Advertising, Marketing And Sushi

Peter · July 6, 2020 · Leave a Comment

Robert Peterson / Bob-san Grew Toyota, Saatchi & Saatchi, and Now A Skin Care Brand Plus (!) His Peeps Just Won A Big CES Award. Not your average expat life in Tokyo, Japan. And, the perfect guy to give us the lowdown on Japanese advertising, marketing, and sushi.

I think that that about says it all until you listen to this episode. If you did listen, arigatōgozaimashita.

SHOW LINKS – リンクを表示


Bob-san on LinkedIn

Bob’s Book – Make It Happen on Amazon.

Toute Nuit – Please look your best. Oh, and wrinkle-free.

Do not forget to subscribe to Advertising Stories whenever you Listen To Podcasts. See my handy links to podcast players.

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

A Lost $80 Million Advertising Agency Account That Rocked The Ad World

Peter · July 1, 2020 · 3 Comments

Would You Like Your Advertising Agency And TV Commercial On The Front Page Of The New York Times Because You Lost an $80 Million Advertising Agency Account? Not This Executive Creative Director. Not This Time.

Let’s just start with 1988’s The New York Times headline

Cigarette Maker Cuts Off Agency That Made Smoking-Ban TV Ads

Patrick Peduto was the ECD and I was the Management Supervisor on Saatchi’s Northwest Airlines account. We were just doing our jobs, even super well, when unbeknownst to us, RJR Nabisco simply got pissed off at one of our Northwest Airlines commercials.

SHOW LINKS

Patrick Peduto On LinkedIn

New York Times RJR Nabisco Article

Northwest Airlines No Smoking TV Commercial

Do not forget to subscribe to Advertising Stories whenever you Listen To Podcasts. See the handy links to podcast players.

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

 

The Birth, Life And Death Of L’eggs Pantyhose

Peter · June 12, 2020 · 16 Comments

Michael Donahue Has Many Letters to His Name. DFS, S&S, L’eggs, 4A’s, and ANA. Hear Him Discuss The Birth, Life, And Death Of L’eggs Pantyhose.

Michael is going to tell us about how a brand can be born, grow to greatness, and die. This interview covers the birth, life, and death of one of America’s best-known brands – Sara Lee’s L’eggs. Michael ran this account. He also managed to corral ZZ Top and the Radio City Rocketts for the brand’s advertising – two names not usually associated with any brand at the same time. Nothing is forever in brand land.

Michael, an original Mad Men man, has been an Executive Vice President and Board member at Saatchi & Saatchi Advertising; EVP at The Association Of American Advertisers and Senior Director Of The Association Of National Advertisers. He is also the tallest man in advertising. And, if that was not all, he did in fact urge the advertising industry in the 1990s to move into the world of digital marketing using his exalted position at the 4A’s.

We will also discuss what the Association Of National Advertisers is and does for mankind.

SHOW LINKS

Watch: Michael Donahue – from the LinkedIn Trust Series at Advertising Week New York 2017

1988 L’eggs TV With ZZ Top

Association of National Advertisers

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

Do Not Forget To Subscribe to Advertising Stories Whenever you Listen To Podcasts. Please Tell Your Advertising Friends.

Dallas Advertising Agencies What Agency Is On Top At Google?

Peter · March 5, 2020 · Leave a Comment

Why Is Miller Ad Agency On Top At Google? Why The Answer Is Important For All Advertising Agencies No Matter Where Your Agency Is.

I’ve been doing some work for my advertising agency clients about how they get found by their future marketing clients. To narrow the process, I took a look at how Dallas advertising agencies are listed on Goole’s SERP home page.

It isn’t pretty.

Today is a rather important time to check every “how clients find your agency” box given the current state of the COVID-19 craziness and inevitable client spending pullback. If you were not around during the 2007 recession… ask someone who was. The agencies that fell asleep — fell off the map. I owned an agency at the time and got aggressive – we prospered.

Dallas Advertising Agencies And Google

As part of my research, I did a quick search on Google, via a Chrome incognito browser, to see what Austin, Houston and Dallas advertising agencies are listed first on Google (of course YMMV, depending on your browser and history). I did a fast search as if I was a prospective client searching for a new agency. My search term was simple… “Dallas advertising agencies.”

Here is a screenshot of the results. Kinda critical results for future clients as Google only provides a very limited list on page one.

Dallas Findings

  1. WALO Creative comes up first. They are smart to buy the ad to get out ahead given that Clutch says that there are over 500 Dallas advertising agencies.
  2. Miller Ad Agency is second. They have 75 reviews, so I assume that that helps Google make a decision. However, Slingshot with five reviews is listed as four. So, maybe the number of reviews isn’t the secret.
  3. Finally, I am going like, where is Dallas’ leading Richards Group? They are not on page one. Huh, given their size and history. This time I searched via Google map and Richards shows up as number 4. This makes sense, right? But, again, I am a bit perplexed since smaller Miller is number one.
  4. A “conclusion”. Miller has all five-star reviews as is listed at 5.0. Richards has lots of reviews but because it has a couple of lower review numbers has a 4.5 rank. But wait, Slingshot which is listed as number two only has a 3.4 review rank. Yikes.

My Conclusion… Find a seriously smart, expert SEM / SEO expert and drill down if you want to be listed high on Google’s results for Dallas Advertising Agencies.  Maybe start at Google’s Improve Your Local Ranking On Google page. Keep reading – Google’s algorithms are fluid.

One more… make knowing where a prospective client will look for your agency and make sure you are there. If it means that you might have to buy an ad or a listing, do it. The way to get here is to put on a client hat and understand their buyer persona and act like them. Or, have your mom do the search.

Also, check out my article about there being too many advertising agencies. I also have a list of everywhere you want to be.

Note: If your superior expertise can help ME figure this specific Google ranking stuff out…. make contact. Thanks.

 

 

 

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