For those of you who, like me, didn’t have the luxury of a recent trip to Austin, our friends at JWT Intelligence have pulled together the highlights for your enjoyment. It seemed like a fitting reason to return to my blog, which has been sadly neglected over recent months due to a little issue with time management. If i’m ever hoping to regain some readers i’ll need to keep the content up in quality, so this seems like a good topic to kick off with.
In advance of the Marketing Association’s Digital Day Out, we commissioned some research in line with JWT Intelligence’s previous work which fed into the ‘Embracing Analogue’ presentation at SXSW.
Here’s the report for any interested parties. Feel free to use – just give us a credit.
A little bit of work to share. As the X Factor auditions swept the country, we were there with Ford, giving people the chance to be part of our re-record of Che Fu’s Fade Away. With a new Ford Kuga pimped out as a recording studio, here are the Passengers in all their glory…
If you’ve been in the ad business for a while, you’ll no doubt be confident that you know what makes clients tick. Unfortunately, as much as we all believe we’ve got an innate sense of what clients are looking for from their agency, time and again we demonstrate the opposite. Not in big, grand demonstrations of ignorance, but with small, seemingly insignificant examples that all add up to a sense that we don’t quite get it.
Well, here’s the antidote to that disease. Ben Rose, a senior marketer at ASB, was kind enough to give our team at JWT his personal view (not that of his current employer) of what clients look for from their agency counterparts, particularly account service folk. It’s a great reminder of the behaviour that’s likely to add value to the client-agency relationship and what will detract from that goal.
If you’re a suit, read this deck every Monday morning, and have a more successful week as a consequence.
Thanks to Ben for taking the time to share this with us.
Countless articles pronounce the end of advertising, the death of marketing, and a gloomy outlook for all involved. From the Harvard Business Review, Forbes, or pretty much every marketing and advertising conference, the headlines shout that we’re in serious trouble. There’s only one problem. It’s all bullshit.
Whilst it’s an easy win to announce the end of advertising as we know it, the underlying point is that we’re simply at a very tangible turning point, and advertising today and in the future will look very different to all that has come before. But as with Romney’s recent attacks on Obama’s governance of the armed forces, I’m inclined to believe that any calls for calamity based on the travails of individual media or channels are somewhat over-stated. We’ve been here before, and as before, some of us will evolve and adapt, and others will choose to bow out. No big deal.
Looking back on the archives, there was a time when JWT was one of the biggest producers of radio shows in the U.S. Not radio ads, but the writing, producing, casting, and broadcast of the shows themselves. I imagine it wasn’t a happy day when someone walked in to the office and told the team that from now on they had 60 (or 30) seconds in between shows to communicate their brand message. Suddenly, long content was out of fashion. Skillsets changed. Writers would be rewarded for being pithy, not for gently unfurled drama. I imagine some people holstered their pens and walked into the sunset, confident that their trade was dead. Others, evolved, embraced the new opportunities and survived.
Advertising is persuasion, behaviour change, and influence. It’s a group of people dedicated to identifying strategies and tactics likely to achieve objectives. It’s understanding people. It’s working out what will overcome indifference to brands, products and messages. It’s not dead. It’s brilliantly alive, increasingly challenging, and all the more enjoyable for it.
It’s just not easy any more. Which is perhaps why people feel more comfortable announcing its demise. The opportunity lies for those who roll their sleeves up while the pessimists walk away.