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Archives: July 2010

OpEd: Is General Market Advertising Dead? Try Contextually Relevant Ads Instead

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While AgencySpy has been more than glad to provide our POV on the ins and outs of the ad world over the years, we figured that every once in a while it’s good to leave the insight to the professionals. As promised, we will be slowly rolling out more op-eds from agency folks as the weeks and months progress. Here is the first of what we hope are many, from Brian Tolleson (pictured), founder/creative director at Atlanta-based shop Bark Bark, which has done work for clients including Bank of America and Home Depot. Here, Tolleson discusses the state of general market advertising, brand integration, the need for contextually relevant ads and more.

A familiar cry used to be that the :30 spot was dead. But we only got it half-right: in fact, the :30 is alive and well, still successfully delivering on just about every media platform, it’s the general advertising market that’s given up the ghost.

Shockingly, we’re seeing a large number of advertising campaigns airing in the general marketplace (the three major networks), that don’t connect to what people are watching. It’s pretty tragic that many advertisers still imagine that creative can be generic across different channels, when programmers have, for the last decade, painted bulls-eyes on their uber-targeted audiences. Why haven’t people realized the opportunity to create messaging content that is as specific as the programming or content surrounding it? Well, some folks have.

Here’s what we know: media itself is splintering so much that people are not just engaging on 3 broadcast networks or even 100 cable channels. In fact there are more than 500 cable channels plus all of the broadband channels and program content. For advertisers, this means the more the media splinters, the more that marketers must refine and define the target.

(Read on after the jump)

More: “OpEd: The Good and the Bad of Banned Ads

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Thursday Odds and Ends

-Personal details from 170 million Facebook profiles were harvested and wrapped up in a downloadable torrent file. Yikes. link

-San Francisco-based shop Whirled chronicles every cigarette smoked in Mad Men. Ambitious? Crazy? Eh, probably both (above). link

-As if dealing with the “Miami Thrice” wasn’t enough, the South Florida city has approved skyscraper-size billboards. link

-GSD&M Idea City hired Carrie Hines as VP, account director on the agency’s Popeyes Louisiana Kitchen account.

-Stupid tweets lead to Canadian footballer’s punishment. link

-Goldman Sachs is playing mommy/daddy and banning employees from cursing in emails. F**k that. link

-A report from the rather annoyingly named Research Company Evaluating the Media Agency Industry picked Omnicom’s OMD as the top global media brand in terms of global billings. link

-Apple extends mobile ad platform to developers. link

-Microsoft is hoping for a chance at redemption. link

More: “Wednesday Odds and Ends

Eric Silver Out as CCO at DDB New York

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AdAge reports that DDB New York CCO Eric Silver is being replaced by Matt Eastwood, who currently holds the same post at DDB Australia.

Silver replaced Lee Garfinkel at DDB in early 2009 after spending five years as ECD at BBDO. While he might have lured a few of his former colleagues to join him at DDB, the major campaigns were sorely lacking during his tenure (checking our email archives, there’s been chatter since March that Silver was going to be ousted).

Still, Silver isn’t completely out at DDB as he’s now been relegated to “taking on creative responsibilities for DDB’s business development efforts in the U.S., working with U.S. Director of New Business Development Brandon Snow” according to a statement from DDB’s Dick Rogers. We’ll see how long that experiment lasts but spies are speculating that Silver could be in contention for a certain vacant CCO post at a certain agency that had a bug problem recently. We’ll keep our eyes open for this one.

More: “DDB’s CCO Speculation

Two More Chiat LA Creatives Join Up with Deutsch

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It looks like Jeremy Stabile will be seeing some familiar faces soon enough at Deutsch as two of his former Chiat LA colleagues will be joining him on the Volkswagen account.

Some of you pointed their names out already in comments and tips, but we needed the official word and now Deutsch has confirmed that copywriter Christine Call (pictured) and AD Clemente Bornacelli will begin work on the VW biz at the agency on August 2.

The creative duo spent nearly two years at Chiat and worked on accounts including Pepsi. To the few of you who took issue with the fact that we’re taking the time to report on AD departures and what not, may we suggest you look at what’s been going on at this agency over the past year. It’s not some fluke, but sadly a recurring theme.

More: “Chiat Alums Nguyen, Rappaport Join McCann LA

Dickies: Pants You May Not Be Tough Enough to Wear

The aspirational youth can “go forth” all they want, but the blue-collar, salt-of-the-earth punching-their-cards 9-5er will continue toughing out the daily grind. That’s at least what the 90-year-old, hard-working Dickies brand seems to be saying in the company’s first ever advertising campaign with Goodby.

The three new commercials (directed by Dante Ariola) in Dickies’ “874 Versus” campaign highlight the quality of the brand’s Original 874 Work Pant by taking the pants through a series of toughness tests, as well as also showcasing their everyday use. For instance, Dickies 874′s are probably for you if you happen to work in a junk yard with a gentleman who reads almost as well as Morgan Freeman.

In a statement, Tad Uchtman, Dickies’ SVP of marketing says, “We challenged Goodby, Silverstein & Partners to create a unique campaign that acknowledges the ethos of our brand and honors the diversity of our consumer base. These are people who work hard, often under the radar, but with earnest dedication and heartfelt passion.”

Leveraging the tagline “Earn Them,” the Dickies commercials are just part of the brand’s overall campaign, which will focus on traditional marketing (television, out of home, print), as well as digital, social media and PR initiatives. When you go to 874.Dickies.com you can see clips of upcoming commercials. In the meantime, check out the other two from this first rollout after the jump.

More: “Diesel Flaunts Spring/Summer Line in Hipster-Ridden Music Vid

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Plan B Taps Leo Alum for CD Post

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Months after making their presence known in the Windy City, Plan B (the agency, not the morning after pill), has hired Frank Angeletti as creative director.

Angeletti joins “The Agency Alternative” from Leo Burnett/Arc Worldwide, where he was also CD and worked on initiatives for clients including Samsung and Purina. Prior to Leo, Angeletti was an ACD at Tribal DDB, Draft FCB, and Element 79 in both Chicago and New York City

From what Plan B tells us, Angeletti has digital chops, whether it be in web design, graphic design or Flash presentations, so he might fit right in with the agency’s “Tradition and Technology in Balance” operating model…whatever that is. In his new post, Angeletti will lead the cross-functional creative teams at Plan B, whose clients include Volvo of North America, Wilson Tennis and Allied Van Lines.

More: “Susan Treacy Joins Leo Burnett as SVP/CD

Taco Bell Justice League Returns

Draftfcb Chicago/Orange County have unveiled episode two starring Taco Bell’s Super Delicious Ingredient Force, where this motley crew including Captain Enchilada Sauce and the, um, flamboyant Fantastic Rice return, this time to get rid of late-night munchies on a college campus and tout the fast-food chain’s “Fourth Meal” mantra. It’s campy enough, but meanders towards the end in terms of dialogue, etc… Just a heads up if you get that far.

More: “Taco Bell Unveils its Own Flavorful Justice League

Stick and Move Hands Out Summer Swag through Facebook

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Agencies always seem to amass all kinds of goodies from their clients over the years. Well, usually that stuff is just handed out to people within the agency but Philly-based shop Stick and Move is giving their swag to the public.

For the next week, the agency will be giving away stuff to their Facebook fans on a first-come, first-serve basis in their first annual Summer Swag-Away. There will be goodies and products from adidas, Leatherman, Yakima, Schwinn and more. S&M has already given away a pair of Adidas Jam Master Jay tribute sneakers (damn, I wanted those), a pair of Nike Lunar Glides and within the past hour, dished out an LED flashlight from Leatherman.

If you’re looking to get in on the action, you need to visit their facebook page and keep an eye out for new postings. Good luck.

More: “Boutique Call: Stick and Move

IPG Joins Other Holding Firms in Reporting Q2 Success

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Like Omnicom before it, Interpublic Group is reporting a solid Q2 as the agency holding company announced that for the quarter ending June 30, earnings rose almost 200% to $82.5 million, compared with earnings of $27.8 million in the same period last year.

Meanwhile, IPG revenue was up 9.7 percent in the second quarter of 2010 compared with the same period in 2009 with the tally hitting $1.62 billion. In a statement, Interpublic chairman/CEO Michael Roth seems optimistic enough, saying, “With revenue stability and growth back in the picture, we feel we are very much on track to deliver on our operating margin objective of better than eight percent for 2010. Combined with our commitment to put the cash on our balance sheet to work on behalf of shareholders, we believe our financial performance positions us well to enhance shareholder value going forward.”

Roth added that thanks to economic recovery, IPG will be able to get back on a positive margin trajectory and even increased its margin outlook for the year to better than 8 percent.

More: “IPG CEO: The Worst May Be Over

Ogilvy Appoints Russell Davies to Head of Planning for EMEA

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It looks like Ogilvy’s global planning director Colin Mitchell has a new right hand man as the agency’s announced that Russell Davies will take on the head planner role for Europe, Middle East and Africa.

Davies, who’s a contributor to Wired UK and Campaign as well as the author of the “As Disappointed As You Are” blog on the side, was once the global consumer planning director at Nike and had stints at W+K’s Portland and London offices, where he worked for clients including the aforementioned mega-brand as well as Microsoft and Honda.

According to Ogilvy, Davies will succeed John Shaw, who’s splitting this fall to take on the role of strategy and planning partner at U.K.-based consultancy Rapier.

More: “Tribal DDB’s Hernandez Lands at Ogilvy in Dual Role

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