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Interviews

R/GA Global CCO Nick Law Thinks Analog and Digital Can Get Along

In case you haven’t seen it yet, IAB’s Peter Minnium recently had a conversation with Nick Law, global CCO at R/GA, about a subject close to all of your hearts: digital vs. analog in the ad world.

In this one-on-one interview, Law elaborates on a point made in an earlier lecture: storytelling and systematic thinking can both be creative. In fact, Law implies that the ad world’s focus on narrative above all other things (combined with the egos of certain “analog” creatives) has placed agencies at a disadvantage.

We’d like to see creative departments’ reactions to Law’s assertion that the new dynamic duo isn’t an art director and a copywriter but, rather, “a storyteller and a systematic thinker” — and that the two mindsets aren’t as far apart as we might think.

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Fine Brothers Discuss Rebranding and the Future of Digital Agencies

Home Page After

Fine, previously known as Fine Design Group, is one of the oldest “digital agencies” around. After founding the company in the halcyon dial-up days of 1994, brothers Kenn Fine and Steven Fine created “some of the first marketing websites on the public Internet” with the help of partner Josh Kelly.

While the Fine brothers made their livings in molecular biology and bicycle apparel, Kelly had a different kind of background: advertising. In fact, he played a marketing role at DDB/Publicis early in his career, which explains the future direction of his partners’ digital branding business.

Now the Fine brothers have progressed, through two decades of digital work, to become a shop specializing in the sorts of things that dominate conversations in the ad industry: “websites, mobile sites, digital video, applications, social media, and search engines.” In their own words, they’re “an agency for the digital age.

The redesign specialists recently gave their own home page a makeover and changed their name — and they collectively answered our questions about their own rebranding and the future of the agency model in the digital world.

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Marcy Bloom on How Digital Media Has Changed Magazine Advertising

Marcy-Bloom-Article

Marcy Bloom has spent 17 years working as a publisher on national magazines, from GQ to Lucky. Now, she’s taking on an even bigger role as senior vice president and group publisher at Modern Luxury.

With more than 40 titles across 15 major markets, the company has an abundance of content to be shared on various media platforms. Here, Bloom explains how digital has changed the magazine advertising landscape:

You know, I believe that one of the key things that digital has done is it’s allowed you to be more targeted. And that is from a national magazine perspective — you can’t get as close as you can in a digital sense. And that’s actually why I’m beyond inspired by what we’re doing here [at Modern Luxury] because we have a closeness and an intimacy. We have editors, sales staff and marketers in each market. Our brands reflect those markets. So we’re getting as close as you can via print, and that feels extremely relevant, especially because of what digital can offer.

For more from Bloom, including how the company is creating a national advertising platform for its many niche, regional publications, read: So What Do You Do, Marcy Bloom, Senior Vice President and Group Publisher of Modern Luxury?

YP CEO David Krantz: ‘We Were Mobile Before Mobile Was Cool!’

David-Krantz-YP-mdThis week, Adweek offered readers the gentle musings of YP CEO David Krantz. In case your Web browser doesn’t have that URL in its search history, that would be the former Yellow Pages

For the Millennials out there in AgencySpy land, that is what was once called a phone book.

It was a bundled array of print technology listing the numbers and logos of anyone in your neck of the woods. What was formerly the listing service of AT&T Interactive decided to skew a little younger by breaking out the two-letter moniker.

In the interview, Krantz stuck up for his brand, downplaying the influence 0f all those cool kids at Google and stuff.

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Agencies Officially Need to Pay Attention to Vine Now

vine

You’ve heard of Vine, right? Of course you have–and we’ll go out on a sturdy limb in suggesting that most of our readers probably don’t think of Twitter’s six-second loop tool as the Next Big Thing in digital marketing.

This week, however (as reported on our sister site Lost Remote), the company unveiled the latest step in its campaign to appeal to those of the agency persuasion: loop counts.

What does that alien phrase mean? Metrics to measure how many times people have clicked on given “vines” have been around for a while, but this one tells us how many times a clip has looped–and it somehow controls for the “open tab” factor as well. The idea is that viewers will watch the most compelling Vines repeatedly, thereby increasing brand retention, etc.

In short, we can now get a better sense of how much Vine campaigns are worth. Given recent agency trends focusing on more accurate measurement for social media campaigns, some think that this means more shops will have to take Vine seriously.

A few marketing experts weigh in after the jump.

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Shop Behind Viral Hello Flo Spot on the Agency/Production Company Model

Hello Flo

You’ve probably seen the Hello Flo ‘First Moon Party’ spot this week; it’s already gotten 7.2 million views in four days.

You probably also noticed that there was no major agency behind the campaign, which followed an earlier, equally popular campaign released a year ago.

Today we spoke to Todd Wiseman Jr.–co-founder of Hayden 5, the production company behind the viral hit–about the way his shop works and how it’s different from traditional agencies.

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Microsoft Global Media Director Joins Ad Tech Startup

Meredith BraceToday we received news that true[x] media, an L.A./New York-based “engagement advertising platform” company, had signed former Microsoft global media director Meredith Brace as its new director of sales for the Northwest region. Brace, with more than 15 years experience at Microsoft and HP, will run the company’s new Seattle office.

We were interested in learning more about why Brace made the move, so we got her thoughts regarding trends on the media side of the industry.

Brace says:

“I have spent many years on the client side looking at solutions to major global marketing challenges.

In my experience, media buying is getting polarized.

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Updates on Leah, the Energy BBDO ‘LEGO Intern’

Leah-LEGO

A few weeks ago, a clever and creative young woman with agency aspirations named Leah Bowman won a bit of attention on this Internet of ours by submitting an account services internship application that starred herself in LEGO form.

You may have heard, via our morning stir or some other party, that she did indeed score an internship with BBDO.

Today we reached out to the newest member of the agency world to learn a little more about the application that went viral.

Our questions and her answers after the jump.

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