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Archives: February 2008

Ogilvy Wants You To Taste Blood

David Ogilvy has a little of the Alfred Hitchcock him, right? Listen to that voice! He also has a touch of President Franklin D. Roosevelt with his whole fireside chat vibe. In this short video, Ogilvy talks about the difference between direct response advertising and general advertisers. He speaks frankly and directly and we love him for it. He makes predicitions during a moment in advertising when things were in flux. He calls for integration.

“In the advertising community today there are two worlds. Your world of direct response advertising and another world – the world of general advertising. These two worlds are on a collision course.”

“The general advertisers and their agencies know almost nothing for sure, because they cannot measure thei results of their advertising. They worship at the alter of creativity.”

“The trouble with copywriters and general agencies is that they don’t really think in terms of selling. They’ve never written direct response. They’ve never tasted blood.”

Change a few words and the old adage holds true: “somethings never change.”

Lady Luck Lands At BBDO West

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“Luck let a gentleman see/
Just how nice a dame you can be/
I know the way youve treated other guys you’ve been with/
Luck be a lady with me/”

BBDO West and PHD West are singing this tune right now. The pair have won creative and media duties for the Harrah’s Entertainment casino and resort properties. AdWeak is reporting an estimated $50 million annual spend on domestic ads. The duo have edged out TracyLocke and media incumbent Horizon Media in Los Angeles. TracyLocke will retain local advertising work. Who knows about Horizon.
“This is category that we’ve wanted to get into, and to get into it with one of the most recognized brands is fantastic,” said Peter Sherman, managing director of BBDO West in San Francisco and Los Angeles.

This follows RPA’s win yesterday of the Mandalay Bay Resort and Casino. The lady is getting around this week, no?

RPA Wins Mandalay

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RPA is now the agency of record for Mandalay Bay Resort and Casino. The agency will handle all integrated marketing for the property. Scott Voeller, vice president of hotel marketing for Mandalay Bay Resort and Casino said:

“RPA has demonstrated the expertise to develop differentiable positioning and the creativity to execute a distinctive, fully integrated marketing program.”

The press release states that a team from various disciplines within the agency will develop an integrated campaign, including television, print, out-of-home, search and relationship marketing. Tom Kirk, EVP, Management Account Director, at RPA said:

“We look forward to demonstrating the power of RPA’s brand integration across all disciplines.”

Crispin Wins Microsoft And It’s A New World Order

63e2477d25ca78b39f1dbe8217c9f5.jpgCrispin has won Microsoft. We repeat. Crispin has won Microsoft. Pick your jaw up off the floor. You better recognize. The $300M brand (Pretty. Fucking. Sweet.) has selected the upstart, the rebel, the defy the odds and take prisoners agency of the day. They took JWT and McCann – two agencies that have been around the block and back. Fallon, the runner-up, has got to be shocked.

This is where you must sit back and consider. You’ve seen the Mac vs. PCs ads. Microsoft is a stalwart. A heavy machine that is the pillar of the economy, of the American way. This is no little brand. This isn’t a burger chain looking to be hip. This is Microsoft. The software titan has bypassed the death stars, the agencies with all the resources and international locations, hundreds of workers to select Crispin. The game has changed and permanently. The Rebel Alliance has won.

The Future Of Media Buying

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Part of the conversation regarding the future of advertising agencies has included the development of new revenue streams – IP, charging based on performance, etc. It seems like where the ad agency is crawling, the media buying sector is a full tilt sprint. If you missed it, last week we talked about Irwin Gottlieb‘s legal, but questionable scheme for media buying. Now, interactive shops are looking to get in on some a new dish – “advertising exchanges, that are mean to trade impressions on Web sites the way Nasdaq trades stock.”

Rob Norman, the chief executive of GroupM Interaction Worldwide, gave a speech at the IAB Conference where he laid out his vision of media buying business. He specifically spoke on agencies, as content providers, which has also been tossed around industry circles. WPP is co-producing TV show October Road. BBH also got tied up in the MTV’s Game Killers show.

Norman is also in line with Irwin, as they push for new language to speak about the media business. They aren’t buyers. They are traders. As such, Norman suggested that soon his traders may begin purchasing inventory for resale to clients at a profit. As well, maybe they’ll help fund the next Nike campaign and thus, share in the profits.

“Today we trade on behalf of our clients, but tomorrow, and in some places today, we also trade on our own behalf.”

“We are perfectly entitled to share in the value we create, if we take the risk in acquiring inventory, or take the risk on.”

We see no problem with the idea of funding a campaign and then reaping some reward for the original investment. As for the latter bit, should a media buying firm be allowed to buy up space and resell it at a higher price? As Saul points out, this propreitary trading, which has notoriously been slammed for its conflict of interest. “Front running” is the practice traders buying up what their customers are buying in order to profit from the price increase. Trader, one. Customer, zero. Then there is the threat the traders will call up customers, ask them to buy under performing securities to unload the dead weight. Trader, two. Customer, zero.

So, what is the future to look like for media buying? Well, we probably won’t be calling it media buying for to many more years. Yet, will it come down to customer choice? As a brand, do you go with the standard media buying firm or do you go with the powerhouse, which in this case is GroupM – a gorilla who can arguably get better prices, locations and broker big deals for their clients?

Hmmm….

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Big, Bigger, Best – The Changes At GroupM

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John Montgomery, who has been serving as the worldwide CEO of GroupM’s MindShare Interaction since 2005, was named chief operating officer of GroupM Interaction North America. CEO to COO. This is a new position for the agency. According to MediaWeek:

“In his previous post, Montgomery managed the company’s global growth and oversaw expansion into emerging technologies including mobile, viral marketing and interactive television. He was also U.S. CEO of mOne, a joint venture between MindShare Worldwide and OgilvyOne Worldwide.”

“Montgomery’s new responsibilities will include oversight of strategic and operations activities at each of the unit’s interactive networks. Specifically, he will oversee all North American GroupM operations for display, mobile and data management while working with the digital units of GroupM media operating companies Maxus, MediaCom, Mediaedge:cia, and MindShare to develop and implement best practices company wide.”

GroupM recently annouced they would be plans to consolidate and restructure its global search marketing operations. The company has mashed together four units – Outrider, Catalyst, 24/7 Search and Quisma- as they plan on getting serious about search and SEO. As well, 24/7 Real Media’s proprietary bid management technology will also come under the fold. Big, bigger, best. That’s the GroupM, Irwin Gottlieb, way no?

Blind Item

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Which deathstar agency recently fired a group creative director, as well as a creative director from its office on Tuesday? The female creative director, recruited by the fired male gcd, was with the agency for less than 5 months. Prior to joining the shop, the svp gcd was fired an another agency in the same city.

Make your guesses in the comment section.

Chris Goodman Heads Back To Y&R

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Young & Rubicam has selected Chris Goodman to take on its global LG business. Chris was a former managing partner at who departed for Accenture in 2005. He’s baccccckkk. This time, he’ll be based in New York.

In 2001, Goodman founded Y&R Interactive, the digital arm of Y&R Advertising, and served as Chief Executive Officer until 2005. Goodman holds a BS in Management & Marketing from Cornell University and a MBA in Marketing from Columbia Business School.

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A (Desperate) Gary Coleman Pairs With (The Desperate) I Can’t Believe It’s Not Butter

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Here’s the plot: Gary “What you talkin’ about Willis” Coleman has teamed up with I Can’t Believe It’s Not Butter to battle you for a $1M prize. The Gary Coleman “Know Better Hour invites gamers to play live against ex-candidate for California governor and other “know better heads. Questions focus on fun facts over the decades, dating back to the 1950s.

The website also hosts a video in which Coleman admits to knowing better regarding his 1998 run-in with a fan he ended up assaulting. There’s also a “live chat” set up so you talk to Coleman during game play. In the mean time, it’s running a conversation between MrsBttron and NoToButter that you can join in on. We’re not kidding.

So, the message here is what…? Celebs make bigger mistakes than you do? Um, no. You should know better than to assault someone? Possibly. Or, does it have something to do with choosing regular butter first and then wishing you hadn’t? Maybe… Probably… No, yeah definitely. That must be it.

Christine Fruechte Ascends

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Christine Fruechte has been promoted to Chief Executive Officer for agency Colle+McVoy, which was founded in 1935. Fruechte has taken aided in taking agency growth to a seven-year high. Fruechte became president of the Minneapolis based agency in 2006 after serving as director of client services. Miles Nadal, chairman and chief executive officer of MDC Partners, said:

“She has built tremendous momentum for the agency with great new business growth, nationally recognized creative work and some of the best talent in the United States.”

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