Peter Levitan & Co.

The New Business of Advertising

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Your New Advertising Agency Business Plan

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I admit it. I am a bit buzzed. The Formula 1 season just started its first race in sunny Melbourne (it will be crazy and unpredictable this year, by the way.) I had a glass or two of Malbec and then I saw these numbers that show the shift from desktop to mobile advertising from the nice folks at eMarketer. These numbers are dramatic:

Desktop Search to Decline 1.4 Billion as Google Users Shift to Mobile eMarketerOverall desktop ad spending is set to decline in 2014 while mobile grows 83.0%. Not surprising. You knew what is going on, right?

So, why should I be jumping on the desktop to mobile bandwagon? Why? Because advertising agencies, primarily the medium to small, have not yet figured out how to leverage this shift. Well, folks, it is time. Your advertising business plan better take into account what is happening.

Here are my three primary take aways that I think advertising agencies (and digital shops as well. OK, video production companies too) need to incorporate into their business plan…

  1. Video is way hot and WE know how to do this.
  2. Video is hot.
  3. Mobile is the future.

Now, you’d think that a lot of agencies are putting “We know mobile” on their home pages. They are not. Which means they don’t get it yet and that is good for you. Need a crash course in mobile marketing? If you live in Portland go to Mobile Portland  events. If not, find your local mobile developer community and make friends.

 

My First X Rated Advertising Post

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Behold a brilliant campaign from PornHub. If you don’t know who they are, well, they are using you and me to tell their X Rated advertising story. Take a look at the website that asks…

Do you have what it takes to be Creative Director of the world’s #1 adult website?

I love this type of marketing. It builds their brand and reach while entertaining us and… it may land them a great Creative Director. God knows there are a lot sitting around wondering if they will ever have fun again in the ad biz.

Pornhub Creative Director Challenge Bus station campaign. Submitted by Itamar C.Here is one of my favorite executions. (And there are many great ones. Oh, yes, this is a rather rich subject.) Who knew outdoor could be so effective?

Do Not Put Your Advertising Portfolio On Your Website. Really?

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I am working with a Canadian advertising and design agency and am doing a competitive analysis. I came across the website of Halifax’s Burke & Burke agency and found this amazing page where Burke & Burke tells its website visitors that it…

Won’t Show You its Advertising Portfolio!

I thought that I’ve seen it all. Apparently not. Mind blowing approach to using the website to NOT sell the agency. And, why wouldn’t they “want to walk into their competitor’s office with our portfolio”? Is the issue potential idea theft.

Marketing Branding Web Design and Advertising Agency in Halifax Nova Scotia

 

An Advertising Agency Website That Actually Brands

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Most, like most, advertising agency websites do not do a very good job of branding. Ooops, an understatement. They kinda look alike. or, at least fit into a standard set of design styles (peruse this visual agency directory.)

Lets face it, leading with client work, which makes a great deal of sense, doesn’t really brand an agency. Like its nice to know who did the Samsung work but branding? No. That’s why 72andSunny’s website could work for Goodby Silverstein & Partners and vice versa.

JWALK has an agency website that brands the agency within 2 seconds of your visit. Jay Walk… get it?

JWALK

I think that JWALK could do a better job of explaining what they do (see their About copy below.) But, there is no question that I am in JWALK land when I am on their website.

JWALK makes brands culturally relevant through storytelling with intent.

As an agency of creatives, designers, technologists, entrepreneurs, influencers and inventors, we understand what it takes to build businesses. Our job is to make your brand part of culture, loved by your consumers and envied by the competition.

The customer journey has evolved from the traditional awareness-to-purchase funnel to today’s fragmented shopping experience. Storytelling is the only common thread that binds the brand together, and drives consumer engagement.

(They do a better job within the limitations of their Twitter profile):

“@jawalk JWALK is an award winning agency that believes the only way to build a brand is through immersive storytelling.”