If you've work in an agency, for an agency as a freelancer or are on the client side, you've heard all these phrases before. They are unproductive, don't help thew workflow and certainly don't contribute to creativity.
But here's how you can deal with the five worst things said in the advertising world and how you can turn things around and improve productivity.
Content marketing, inbound marketing and native advertising practices have entrenched themselves in every corner of the marketing spectrum. Entire businesses like Buzzfeed, Nativo and ShareThrough have sprouted to serve this growing marketing practice. But it's not just publishers and ad tech vendors who have hopped aboard this train. It's ad agencies as well. But how are these agencies folding these new methods of marketing into their service offerings? How are they collaborating internally and with external resources to ensure everything moves along swimmingly?
To find out, we reached out to several agencies to query them on their mindset, approach, and collaborative practices as they relate to the creation and dissemination of content. In general, agencies are approaching the creation of editorial content much in the same way they approach the creation of an ad campaign. But differences arise with the addition of new players in the process.
Smart brands realize they need experts to help them craft advertising programs that resonate with their customer base, deliver ROI and make the cash register ring. An agency provides an unbiased, 50,000 foot view of the media landscape and can choose what's right for the brand in a media agnostic manner.
This differs from, shall we say, a less-than-smart brand that decides to work directly with individual media outlets. If a brand follows this path and decides to work directly with a media outlet, they are going to end up with a biased media recommendation because this resource is not going to offer an unbiased, 50,000 foot recommendation. They are going to offer only what's in their portfolio. And that's not in the best interest of the brand.
In a strange feat of, it would seem, boredom, MRY copywriter Sam Bartos has decided he will go one month eating only what he can find in his agency's office. And he's chronicling the whole thing on a blog called Adult Food Finder. Witty.
Already, he's got the receptionist tipping him to food-fueled meeting in the conference room and co-workers passing him leftovers but for the most part, he's on his own; scavenging what he can find laying about.
To prove that Montana's Best of BBQ Sampler event is irresistible, the Montana's team tried to shoot an entire ad campaign by bartering with BBQ ribs, sausages, chicken, brisket, and shrimp. And it worked.
It's not often we get inspirational reminders of what we should be doing rather than what we are doing in life. If you're in the creative business, take two minutes to watch this video, The Idea Catchers, from DDB Group Asia Pacific.
Brussels-based motierbrigade has four tickets to the Monty Python Live shoe in London Sunday, July 20 and they want to give them to you. All you have to do to win them is subscribe to mortierbrigade and client Spam's "spam" email list.
You will then be inundated with three days of ridiculous emails. But somewhere within those ridiculous emails will be two winning emails each with a pair of Monty Python Live tickets.
Well that didn't take very long. One day after Uruguayan superstar Luis Suarez bit Italian defender Giorgio Chiellini, Amsterdam-based creative agency ACHTUNG! redesigned their original Suarez themed Pacman game Hapman to have a little fun with yesterday's incident. They've renamed the game BiteMan.
In the game, while running away from the Mexican referee as Luis Suarez, players need to "munch" through all Chiellini's before Marco Rodriguez catches them. have at it!
Well here's a happy story. It's the story of a man named...oh wait...not that story. It's the story of an ad agency, @123w.ca, a Vancouver-based agency with the most bizarrely awesome website we have seen in years, perhaps since the early days of Modernista.
The agency is out with a video which tells the story of how they started in a suburban garage and are now off to Cannes to tell the world how they became so awesome. Along the way, the picked up work from 7-Eleven and Mercedes and used Fivr to create create content.
Congratulations, guys. I'd see you there if I was going.
Change. Everyone hates it. Everyone drags their feet. Everyone complains. Everyone enjoys the status quo. For the most part, that's true of every human on the planet. Getting people to adopt new things and new ways of doing things is a challenge. Sure, there's a small percentage of restless souls for whom change fuels every fiber of their being. But, for most, it's a hassle.
Agencies are no different. I reached out to several folks in ad agency space and asked them how they face change, deal with feet-draggers and successfully convince and inspire people to adopt the necessary changes an agency faces as it grows, wins new clients or gets acquired.