by Next Wave Team | Sep 20, 2006 | Advertising, Careers in Advertising, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Future of advertising, Great Ad Agencies, How To Select An Ad Agency
The advertising business isn’t much different than any other big business these days- why invest when you can outsource?
Big shops, small shops, everyone is doing it, but the question is what are you really getting? And how much are you paying for that name on the door? Are you buying a Jaguar or a Ford with a Jaguar name plate but still the Jag price?
It seems that everybodies favorite agency, Crispin Porter + Bogusky does quite a bit of outsourcing, but if you read the rest of the following post, it doesn’t sound like they are building good business relationships with their subcontractors:
Adrants » Reader Wonders Why Crispin Stingy On Sharing Glory
“I just think it’s interesting that CP B has so much trouble giving credit to those with whom they collaborate on their campaigns. I was just reading some coverage of the iMedia Connection Brand Summit and found the following sentence a little disturbing, ‘CPB also created a GTI Configurator that let online visitors customize their GTIs with all the available features, after which they could take a virtual joyride with the beautiful German Engineer, Helga.’ I’m pretty sure IQ Interactive actually created the Configurator.”
by Next Wave Team | Sep 15, 2006 | Advertising, BMW Advertising, Brand Relevancy, Everything You Want to Know About Advertising, Future of advertising, Great Ad Agencies, Hot New Creative Agencies, How To Select An Ad Agency, Marketing & the Web, Practical Marketing 101, Public Relations in the Web 2.0 world, Search and Business, Web strategy
In the art of the sound byte- anyone can be made to look like an idiot- I’ve had it happen to me, which is why we consider PR an integral part of the complete approach to marketing, advertising and especially on the Internet.
Before today- Bruce Bildsten was just a copy god in my book. He was one of the stars that came up with the great ideas for BMW Films (note- idiots at BMW took it down) while at Fallon. Fallon has always been one of my favorite big agencies that still acts like they are small.
Then Bildsten went out on his own- and sent some PR out claiming to be launching the next big thing in the advertising world- but, don’t call it an ad agency. It appeared on Ernie Schenck’s blog- which I enjoy greatly. Unfortunately, while Bruce may believe he’s the bomb, and his new agency, Brew, a Creative Collaborative, will be the shizzel, he forgot to make himself accessible.
You can read more on Ernies Blog on this link.
You can see my comments there- and read the previous post on this site here:
http://thenextwave.biz/tnw/?p=246
But- you can also Google Bruce and find this article he wrote for Fast Company- where, in his first line- he makes a PR faux pas- claiming to be a ski bum.
Which brings me to the point I want to make: What you say in print- is now forever findable in search. Does Bruce, newly minted “non-agency” owner, really want to be a ski bum now- or admit that he is in business?
And although it’s not entirely applicable, this post about conducting interviews via e-mail, and posting them on your site- with your spin, before someone else allows them to be pureed at will, might start to make more sense.
http://blogosopher.com/?p=161
Needless to say- I wish Bruce all the luck in his new business, however, If I’m a mega-brand looking for you- I’d rather find your site at the top of Google, than something you wrote years ago where you don’t admit to being in business.
Maybe it’s time to give up skiing and start managing your brand. We’d be glad to help.
Bruce Bildsten: A Creative Approach to Communication Clutter
Bruce Bildsten works as a creative director for Fallon. Because of his work on BMW Films, Bildsten was named to Adweek’s All-Star Creative Team.
I kind of joke that I never read business magazines. I don’t like to admit that I’m in business. I like to pretend that I’m still a ski bum.
The Next Wave is in business- for business, as an ad agency. We eat, sleep and breathe advertising. We will make you a lot more money than you pay us. That’s our promise. Our corporate mission statement isn’t about being new, bigger, better, hipper, cooler-
it’s this: Create lust, evoke trust.
We hope by reading about us, our work and our ideas, you get it.
Feel free to inquire about changing the world.
by Next Wave Team | Sep 15, 2006 | Advertising, Brand Relevancy, Change the world, Creativity, Everything You Want to Know About Advertising, Future of advertising, Great Ad Agencies, Hot New Creative Agencies, How To Select An Ad Agency, Marketing & the Web, Practical Marketing 101, Search and Business, Web strategy
Guy Kawasaki once said “Advertising is the plastic surgery of business,: a procedure to make ugly and old products look good” (“Selling the dream”) and it seems that agency types are still looking for new ways to package their same old mojo:
Ernie Schenck Calls This Advertising?: Bruce Bildsten Opens Brew. The Devil Made Him Do It.
Former Fallon CD, Bruce Bildsten, has opened Brew: A Creative Collaborative. Do not call it an ad agency or I will kill you. Brew is what I see as one of a new and emerging class of creative organizations. Says Bruce: “We are reinventing the creative team for the new communications landscape.” And Bildsten should know about new creative landscapes. While at Fallon, he directly oversaw the creation of BMW Films.“Think of Brew as the nation’s first truly unbundled creative shop—where we assemble best-in-class creative, strategy and media on a custom basis for clients,” said Bildsten.
I’m sure Bildsten is hotter than an Iranian nuclear dump- but his differentiation strategy is one of ignorance of the “new communication landscape”- you see the monster in the closet in marketing is search- the Google brand of search- and if we try to find Mr. Bildsten’s firm- well, we’ll end up looking at beer sites- lots of them.With a name like “Bildsten” he could have been like “Esrati”- a unique name for search marketing- but, I named this firm in 1988- in the days when a “Search engine” was a little old gray haired lady called a librarian and you still went to a phone book to look someone up.
I took some flack on Ernie’s site for suggesting that Mr. Bildsten was sounding like a poser on launch of his new endeavor, however I stand by the idea that the customers (marketers/clients in this case) still need to be able to define your “Creative Collaborative” by the standard vocabulary- “Meta data” of “Advertising Agency” in search- instead of forcing people into fumbling to find you.
I haven’t found the site for “Brew” yet- but I can almost bet that it will built with some search evading technology like Flash or a site full of pretty pictures with proper meta data to identify them.
If you do know the url for “Brew”- please add it in the comments.
Note: it’s been found:brew-creative.com
And if you want to see the Press release, it’s here: http://brew-creative.com/brew_press_release.pdf
Note: Dec 10, 2006, almost three months later, site is still under construction. Internet time doesn’t wait 3 months for content.
Note: Feb 8 2007, still waiting for content.
Note: April 13, 2007 it’s up. All Flash. No RSS. Search? 3 whole pages. Will there be new content from the “new” media gurus? Time will tell.
If you are really interested in new ideas for a new economy, but don’t want the same old tacking on the word “new” to the old wisdom of advertising- you are in the right place- The Next Wave in advertising- since 1988, nothing new about us, other than we were doing this long before Bildsten knew what a browser was.
We’re also available to speak to Ad Clubs around the country on the “new technology” of the “new media” of the “web 2.0 world.”
Sure hope this post has enough keywords in it.
by Next Wave Team | Sep 11, 2006 | Advertising, Change the world, Creativity, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Future of advertising, Great Ad Agencies, How To Select An Ad Agency
Those Miami based builders of buzz are adding yet another tool to their marketing array- a monograph from Warren Berger called “Hoopla”
They aren’t the first agency to do this, or will they be the last. I can look at our agency bookshelves and see quite a few of these types of books- some more useful than others.
My first experience with these types of books came at my second job in the business- working for Visual Marketing Associates (a very short lived gig). One of the partners had a copy of “Living by Design”- one of Pentagram‘s first of many books they have produced about their work and processes. It was engaging, intelligent and changed my view of how a creative company should approach a clients challenges- from the narrow- solve the problem, to the how do we create the complete WOW factor that Tom Peters later wrote about (Pursuit of Wow! 1994).
I read about wagering fees on results for a campaign for a racetrack in “Chiat/Day, the first 20 years” (now very hard to find)- and Wieden and Kennedy’s pursuit of their first car account in “Where the sucker’s moon” - and realized that even the best agencies still have to stretch to win the big accounts.
Crispin is turning clients away these days, so the question will be, how much of their secret sauce will be revealed, and even if other agencies gain the recipe- will they be able to re-create the phenom that defines Crispin Porter + Bogusky in today’s advertising battlefield?
by Next Wave Team | Aug 29, 2006 | Advertising, Brand Relevancy, Everything You Want to Know About Advertising, Future of advertising, Low Budget Advertising, Procter & Gamble Advertising
A client forwarded me an e-mail, suggesting that the high and mighty brand managers at P&G now think “aspiring copywriters, commercial artists, videographers” working in the food service industry are their new best hope to sell their soap.
Maybe P&G should award paychecks to brand managers based on a “if we like you- we may pay you” basis too.
For the worlds largest advertiser to turn to this is bad enough, but to make the top prize a measly grand, is an insult.
Never mind the instructions (facts, guidelines, tips) read like a “See Spot run” book- instead of a creative brief.
If P&G is really this desperate for ideas, maybe they should reevaluate their crazy bureaucracy that makes doing business with them so difficult.
Here is the text to the invite followed by a link to their site with an excerpt from the intro:
Procter & Gamble Professional looking for a few good ads
Aspiring copywriters, commercial artists, videographers and others working in the foodservice industry now have the opportunity to cash in on an exciting new initiative from Procter & Gamble Professional, the away from home division of the nation’s largest advertiser.
The “Create Our Ad” contest challenges foodservice professionals to develop print or video advertisements focusing on the back-of-house cleaning and sanitation needs of their industry. The winner will receive $1,000, and his or her ad will become part of the company’s advertising campaign. Procter & Gamble Professional will award $500 and $250 to the second and third place winners, respectively. Winners also will receive an introductory case of each product in the Dawn Grease Fighting Arsenal.
Procter & Gamble Professional is accepting print and video ads in any format. Visit www.pgbrands.com/createourad for contest details, general guidelines and suggestions to help non-advertising professionals create ads. Contestants will also be asked to recommend the publication or Web site where their entry should run.
Procter & Gamble Professional will accept entries through October 16.
Winners will be announced on October 31, with the winning ad appearing in print and online later this year.
Create Our Ad
CREATE OUR AD CONTEST: INTRODUCTION So, you think you have what it takes to create advertising for Procter & Gamble? We’re counting on it! After all, as someone who works in the foodservice industry - the industry we cater to - you’re the expert. Put that expertise to work, and the $1,000 first prize and bragging rights might be yours when your winning entry starts showing up in magazines or Web sites later this year.
Yeah, we all work for “bragging rights”- instead of providing valuable expertise in marketing, promoting, advertising and selling products.
Remind me not to buy P&G products anymore. If they can’t respect our profession- how can we respect their products?
by Next Wave Team | Aug 29, 2006 | Advertising, Brand Relevancy, Everything You Want to Know About Advertising, Future of advertising, Low Budget Advertising, Procter & Gamble Advertising
A client forwarded me an e-mail, suggesting that the high and mighty brand managers at P&G now think “aspiring copywriters, commercial artists, videographers” working in the food service industry are their new best hope to sell their soap.
Maybe P&G should award paychecks to brand managers based on a “if we like you- we may pay you” basis too.
For the worlds largest advertiser to turn to this is bad enough, but to make the top prize a measly grand, is an insult.
Never mind the instructions (facts, guidelines, tips) read like a “See Spot run” book- instead of a creative brief.
If P&G is really this desperate for ideas, maybe they should reevaluate their crazy bureaucracy that makes doing business with them so difficult.
Here is the text to the invite followed by a link to their site with an excerpt from the intro:
Procter & Gamble Professional looking for a few good ads
Aspiring copywriters, commercial artists, videographers and others working in the foodservice industry now have the opportunity to cash in on an exciting new initiative from Procter & Gamble Professional, the away from home division of the nation’s largest advertiser.
The “Create Our Ad” contest challenges foodservice professionals to develop print or video advertisements focusing on the back-of-house cleaning and sanitation needs of their industry. The winner will receive $1,000, and his or her ad will become part of the company’s advertising campaign. Procter & Gamble Professional will award $500 and $250 to the second and third place winners, respectively. Winners also will receive an introductory case of each product in the Dawn Grease Fighting Arsenal.
Procter & Gamble Professional is accepting print and video ads in any format. Visit www.pgbrands.com/createourad for contest details, general guidelines and suggestions to help non-advertising professionals create ads. Contestants will also be asked to recommend the publication or Web site where their entry should run.
Procter & Gamble Professional will accept entries through October 16.
Winners will be announced on October 31, with the winning ad appearing in print and online later this year.
Create Our Ad
CREATE OUR AD CONTEST: INTRODUCTION So, you think you have what it takes to create advertising for Procter & Gamble? We’re counting on it! After all, as someone who works in the foodservice industry - the industry we cater to - you’re the expert. Put that expertise to work, and the $1,000 first prize and bragging rights might be yours when your winning entry starts showing up in magazines or Web sites later this year.
Yeah, we all work for “bragging rights”- instead of providing valuable expertise in marketing, promoting, advertising and selling products.
Remind me not to buy P&G products anymore. If they can’t respect our profession- how can we respect their products?
