by Next Wave Team | Jul 17, 2006 | Advertising, Brand Relevancy, Creativity, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Great Ad Agencies, Guerrilla Campaigns, Low Budget Advertising, Marketing & the Web, Search and Business, Web strategy
We just took a look on Google for Crispin Porter + Bogusky, we are now ranked 7, that’s from not in the first 120+ search results last week. Found this interesting article from the Miami Herald about the growth of CP+B that’s worth a read:
MiamiHerald.com | 02/13/2006 | Crispin Porter + Bogusky’s rise to the top
Our favorite quote from Chuck Porter: ‘When we were small, we learned to use imagination — not money” - well, not that they are big- they sometimes use a lot of money (not always bad) like for the Burger King Manthem spot that we compared to the Apple Campaign in “Is your agency ego in line with your budget”
Crispin Porter + Bogusky is now over 400 employees, and in two offices (Denver and Miami)- and while the quality of their work continues to be spectacular, the question that Guy Day and Jay Chiat once asked may become relevant one day: “How big can we get before we get bad?”
With the demand so high for CP+B’s magic, they have the opportunity to pick and choose their clients, and to dictate what their clients should do. Gateway didn’t like the advice to scale back their offerings to a simplified product matrix- and now Gateway isn’t a client. Compare the Apple store to the Dell store, and you will quickly see that Apple has a far easier site to navigate and sticks to a simple “Good, better, best” type matrix- Crispin was absolutely correct in their advice to Gateway, and it’s this type of advice that clients should be willing to pay more for, instead of bigger ad budgets.
Another quote from this article stands out:
”They’re really vested and interested in our commercial objectives,” says Chris Rossi, vice president of sales and marketing for Virgin Atlantic Airways North America. ‘You don’t just go in and say `give me a print concept.’ I have a conversation with Alex [Bogusky] about sales and market share. You don’t usually have a conversation with the creative director like that.”
Our first meeting with clients almost always includes the question: “what is your most profitable part of your business- and how can we jump start that” - it’s not about doing advertising for advertising’s sake, it’s about building a relationship on mutual growth and profitability. If your agency isn’t asking these kinds of questions, maybe you should be looking for a new advertising agency.
As the old quote goes “it’s not creative, unless it sells.”
And if you can’t get Crispin Porter + Bogusky to talk to you about growing your business, we know a small shop that would love to talk to you.
We can get you to the top of search, create relationships with your clients, and get people talking about your brand- using more imagination, not money.
by Next Wave Team | Jul 16, 2006 | Advertising, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Future of advertising, Great Ad Agencies, Guerrilla Campaigns, Low Budget Advertising, Marketing & the Web, Search and Business, Web strategy
Think Tank 3 thinks they are brilliant. They bought ads on Google (the ones that show up on the right of a search) for key phrases for searches for other hot shops. Here is their site:
think tank 3 | a modern day think-shop
Note- no RSS feeds, pop-up windows- all the things that Google and blind people really don’t like.
If you look at how Google sees them by typing in site:thinktank3.com you will find they only have 51 results- many with the same headline. The OneShow thinks this idea of buying keywords was an innovative use of media- we say, it’s embarrasing. We can get to the top of search for free. The following is from their site- I can’t link to the exact page- because it’s a pop-up):
THINK TANK 3
This online campaign for and by Think Tank 3 is the first ever idea based campaign to run on Google, using Google’s ad-words program. Search marketing accounts for gazillions of dollars in online advertising and it had never been used to host an idea based campaign. That’s why our series of ads, which appear on Google when you type in searches like “Crispin Porter”, “Alex Bogusky”, “DDB”, “Modernista”, or “Kaplan Thaler,” stand out so much. It’s also the reason they were worthy of a One Show Merit Award for exceptional innovation in media.
We’ve gone from not showing up in search for Crispin Porter Bogusky to number 11 because we understand that content brings real results. Google AdWords is an expensive way to get people to your site. And once people get to your site- wouldn’t it be great if they could comment on it- or point to an exact part of it- so they can send it on to their friends. Sort of like what this site accomplishes? What do you think?
by Next Wave Team | Jul 14, 2006 | Advertising, Careers in Advertising, Creativity, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Future of advertising, Future of TV, Great Ad Agencies, Guerrilla Campaigns, Low Budget Advertising, Marketing & the Web, Media, Viral Marketing, Web strategy
Animusic - Pipe Dream - Google Video
The idea of the 500 channel world should be long purged from anyone’s vocabulary at this point- there will be content to watch until the world goes into self-cleaning oven mode- or freezes over like a hockey rink- but, there may not be many humans in the actual show. Take a look at Animusic videos of music making machines- or go rent the movie “Final fantasy” or start looking into virtual worlds like “Second life” and you realize- we can do much cooler things in a virtual world. By taking scenes from video games to illustrate stories, Machinima, anyone with a creative bone in their body will be able to create stories with a look equivalent to a Hollywood movie.
The big question will remain- what to watch? This is where the power of crowds and agents of influence will come into play. The best advertising agencies will be the ones who can guide the masses into unwittingly being their agents of mass propaganda. Strike the right nerve- and the reaction is exponential compared to the force of the first strike.
The key to the future will be how will these provocateurs be paid- in the free wheeling virtual world? Agencies have relied on the idiotic media commission system for too long. Will it come down to some kind of pay-per-click (or the 2.0 version- commission on sale)- or some other formula?
Crispin Porter + Bogusky in Miami has started to take equity positions in companies they work with- which should make people in corporate marketing positions start wondering how long they will be able to hang on to their cushy “C” level jobs where they just play General to the mercenary agencies that are hired to do the job or be the scapegoats.
Big changes are coming- all thanks to the shift in power from the ones with the most money- to those with the best ideas- and tools that put the power in everyone’s hands.
What do you think?
by Next Wave Team | Jul 12, 2006 | Everything You Want to Know About Advertising, Future of advertising, Future of TV, Marketing & the Web, Media, Web strategy
I admit it- I’m a sucker for Rockstar Supernova (and Rockstar INXS before that). Now that we’ve gotten that embarrassing part out of the way- let’s look at why it’s absolutely necessary to have your show available for download at the same time it’s being broadcast- that is if you want to keep your audience.
Last night was only the second week of the elimination program- had it been the final there might have been mayhem, because, viewers in Dayton OH and Southwest OH, had the show at first interrupted- then preempted by a tornado. WHIO-TV, Channel 7, the CBS affiliate in Dayton, in their haste to be “The Leader” had their “Newscenter 7 team” showing off their latest Doppler radar- for over 50 minutes of the show. This guaranteed that the viewers wouldn’t be able to see the performances – or vote- or be a part of the “Rockstar” community- which is what makes these shows so popular and successful.
Tonight’s elimination show will mean nothing to the viewers here- and some may not come back next week, because once disenfranchised- it’s easy to find something else that holds your interest.
If the show was available over IP- viewers who weren’t in the danger zone- wouldn’t have been lost- and or driven to something like Bit Torrent to get the content. Unfortunately, Mark Burnett productions is tied in with MSN- and the site Rockstar.msn.com is biased to Windows- an
d Windows media player- leaving us Mac users having to suffer through poor streaming video downloads- and no access to the forums (where they claim to support the latest version of Firefox- but not on the Mac). I have also just found that when using flip4mac to view WMV – that I only have access to Magni’s performance off the site- once again, a developer who ignores all 508 standards (tagging and navigation for the blind).
When this show began last year- they had a 3-episode week on Network, which quickly shifted to 2 network, 1 cable, and this year- it’s 2 network and one download. The question to ask Mr. Burnett- with running the risks of local preemption- and having to fit into the networks time slots- why not try a complete online, on demand program? Your ability to build community, individually target ad messages to your viewers- and offer interactive sales opportunities for the music, clothing, and products that are showcased on the program could be huge.
I’m sure I’m not the only viewer in Dayton that’s ticked, or the only Mac user that’s left out- but, more importantly- I’m an advertising target who just got totally missed.
What do you think?
by Next Wave Team | Jun 29, 2006 | Change the world, Everything You Want to Know About Advertising, Future of advertising, Marketing & the Web, Retail, Search and Business, Web strategy
Google Checkout Video Tour - Google Video
Google isn’t just the best search tool out there, it’s becoming the best of everything online. (It’s amazing what you can do with googles of cash). With a ton of money, and a different vision of the online world than Microsoft- Google is advancing into building relationships of convenience with their users- in other words, they keep trying to make your life easier- which is a GREAT marketing strategy.
We, at The Next Wave, like to say marketing is a simple concept- create lust, evoke trust. Google is working their way into the hearts of consumers everywhere by offering a complete selection of services- for free, that are useful, honest and open, that make your life online easier.
The big question will come when they face their first security failure- that is bound to happen. Will they do it more gracefully than PayPal, the VA, Ohio University or others- that have “lost” customer records.
Eventually, Google is going to be the king of digital content distribution (even though Apple has designed a better interface with the iTunes store and solved digital rights management issues) because they have the capital- the brains and the vision to do it right.
Google checkout is the first step to the complete customer relationship management solution- that will involve everything from Micro payments to credits for interacting with ads. Keep an eye on Google- they will inherit the earth- sooner than you think.
What do you think?
by Next Wave Team | Jun 21, 2006 | Advertising, Everything You Want to Know About Advertising, Future of advertising, Future of TV, Marketing & the Web
Nielsen to Offer Commercial Ratings
Yep, you read it right, Nielsen, the people who deliver the ratings for TV shows now are now going to offer ratings on commercials. This is so the networks can say- “sorry, we delivered an audience- they just thought your commercial sucked.”
Which brings me back to the monster sitting in the room- who is rating the audience? While Nielsen offers all kinds of demographic info- it’s still broad swipe data- which is so passe.
All these attempts to improvise a way to avoid the inevitable- a unique data set about each viewer- with all the likes and dislikes - and preferences- that allows advertisers to absolutely nail down who is seeing what ad- and when- and then getting feedback- think Amazon.com with it’s suggestions, it’s reviews - all on steroids- but not quite as bad as the ACLU pizza scenario. You would actually receive credit for viewing and interacting with commercials in the form of discounts on the programming you wish to watch.
The real future of TV advertising is more like a website- and as the two merge, you will be hard pressed to tell the difference. Commercials will have stats packages much like websites- telling marketers exactly what they need to know about the buyer- so they can either continue marketing to them, change their message, or abandon all hope.
And Nielsen, should abandon all hope of this service offering meaningful data.
