In a recent blog post, Paul Gumbinner, a friend and advertising recruiter, suggested NY unemployment in our sector is around 15%. At one point I read there are 275,000 advertising jobs in NY which suggests about 40,000 are on the beach.
Between that, reduced budgets and digital and earned media shops rightfully requiring pie, one can safely say there has been a retrenchment in the ad biz. As hard as it is to say, it has improved the business. The work product of ad agencies is improving; it’s more creative, meaningful, idea-based and friendlier — with the exception of all those ads about hitting on the Super Bowl. Even the new work out of Kraft Macaroni and Cheese’s new agency Crispin Porter seems more wholesome. Roots! (Perhaps it’s all the bicycles and mountain air in Boulder.) And if you are watching a good TV spot and smiling, there’s a good chance you’re watching something from JWT. Quite a renaissance for them.
It seems that all the pink slips got rid of many marginal players and a ton of haters. The latter group can now be found commenting on Adweek and Ad Age posts. Disruption (sorry Mr. Dru) has given way to heartfelt selling and that’s a good thing. Money is creeping back into agency pockets and human resources calendars fill up — let’s hope we hire higher up the food chain. Peace.
June 15, 2018 in Marketing
It only takes one meme to move a market. I’ve been in advertising, communications and marketing since 1978 (Geezer) and know one of the quickest ways to success is a big communication idea that captures the interested of the masses. If you capture consumer attention, they will sit still long enough for you to deliver […]
June 14, 2018 in Marketing
Brand planning is not just about words on a paper. Colors on a palette. Planks and buckets and values. Or even taglines…and I’m a big fan of taglines. (If you’re spending marketing dollars which don’t prove your tagline, you’re “off piste,” as I like to meme.) Brand strategy is integral to marketing. As such, all […]
Here’s an exercise for brand planners. I read this morning that when president Richard Nixon prepared for a summit in China to meet Mao Zedong, he created a checklist. What do we want? What does China want? And what do we both want? Each question had three answers. Brand planners should ask themselves the same […]
June 11, 2018 in Marketing
I’m always on the lookout for new questions to use in brand discovery. I rely on a fairly static battery of questions for company stakeholders, who provide the business foundation for my consumer questions. (Consumer questions are way less static.) Truth be told, the company is paying the bills and approving brand recommendations so they […]
June 8, 2018 in Marketing
I hate to pick on Memorial Sloan Kettering Cancer Center and its ad and web agency. MSKCC does such important work. It’s a brand with some of the greatest promise in all of brand-dom. Healing. And had the organization not developed a great brand promise “More Science. Less Fear,” I’d have probably let them […]
June 7, 2018 in Marketing
There has always been a tension in advertising between strategy and creative. The best creative ideas, creative people will tell you, come from coloring outside the lines. Think Different, to quote TBWA Chiat Day and Apple. The creative mind flourishes without bounds. Strategy people like lines and organization. We love creativity, but our day job […]
June 6, 2018 in Marketing
My LinkedIn profile lists me as a Brand Strategist. That’s the “Is” of my Is-Does. As for the “Does” I say “Redistributor of marketing wealth.” I use redistributor of marketing wealth rather than redistributor of business wealth because one can redistribute business wealth by buying a company. That’s business and finance, not marketing. Marketing is […]