Insights
Apple misses opportunity to show off mad video skills
I don’t have time to sit and watch Steve Jobs introduce the new iMac and iLife while tethered to my high speed connection- but, man, this would be great to watchon my iPhone on the plane to Chicago tomorrow, so I bop on over to Apple’s site and there it is:
Apple - QuickTime - Apple Special Event - August 2007
Watch Apple CEO Steve Jobs unveil the all-new, redesigned iMac and demo new features in iLife 08, iWork 08, and .Mac. See the video-on-demand event right here, exclusively in QuickTime and MPEG-4.Voiceover users click here to listen to keynote address.
The problem- even with Quicktime Pro, I can’t save it to my desktop because they have it as streaming media… oops. Went to the iTunes store- and it’s not there either.
Either you fully embrace the idea of video anywhere anytime or you don’t.
Lesson to marketers: make your video, commercial, training film, industrial video available to anyone, to watch anytime if you want to get maximum bang for your marketing dollar.
CMO’s as rockstars? A new trend?
Just a few weeks ago, Ad Age was lamenting the future of CMO’s with their short stints at the top. Next thing you know, they are popping up in their own tv spots.
This morning at the gym, in the span of 2o minutes, I saw two spots featuring CMO types:
Adrants » Old Spice Stakes Claim to Tony Stewart’s Armpits
The grand old deodorant brand hits us again with a spot called Armpit for its Collector’s Edition. Compiled by Wieden Kennedy, it begins and ends with the maniacal laughter of the company’s “marketing president,” Alex Keith.
The spot’s theme is how the CMO scored a success by sponsoring NASCAR driver Tony Stewart’s armpits as ads for Old Spice. Old Spice wants you to visit the excitement at www.tonystewartsarmpits.com
The second CMO as rockstar sighting was a Coors ad- probably about drinking responsibly. However, I can’t find any reference to the spot, or the CMO (other than Coors has a new CMO) anywhere. The fact is- no consumers care who the CMO is- or what they think, much less than they care who the CEO is- unless you are Steve Jobs.
Advertising isn’t about you- the marketer, it’s about what interests the customer.
And although those of us in the business were caught up in the Julie Roehm scandal at Wal-Mart, and dismayed when VW ditched Kerri Martin- consumers don’t care.
The idea of elevating CMO to rockstar status needs to go away.
What ad agencies need to learn from Rupert Murdoch
Back in 2005 Rupert Murdoch was interviewed in Business week, long before he purchased the Wall Street Journal and Dow Jones:
The Birth of Murdoch.com
BROAD VISION. “Our strategy is quite simple,” Murdoch said. “News Corp. at its core is about content. The Web at its core is about personal choice. What we are aiming to do is combine the two, and in the process redefine the meaning of [an] Internet vertical.”
And in buying up newspapers, which ad agencies and CMO’s are writing off as an advertising medium- Murdoch is proving he’s way ahead of everyone else: he’s buying content generators, which will give him eyeballs. He’s planning on earning attention the old fashioned way- by providing useful content.
Which brings me to advertising as practiced today. We’re no longer generating ads to ride along with content- now more than ever the ad has to be able to stand alone as its own content. Not by intruding, but by being invited as content worth watching. So fun, interesting, informative that consumers will actually want to share it, interact with it, or use it to expand their own personal equity stash.
So, before you look at your next media buy and your new ad campaign, look at it as content first, and think what you would do with it? If you would want to hang it on your wall, share it with friends, save it to solve problems, or just keep it because it’s beautiful or funny- then go ahead and run it.
If it doesn’t do any of those things, or is mostly you beating your chest, maybe it’s time to select a new ad agency.
Another ad agency search firm surfaces
Putting an account into review seems to be pretty popular these days. Doesn’t matter what you did for us for the last twenty, thirty or fifty years, or if we catapulted the client to the top of their category- a new CMO (and they change faster than models at a fashion show these days) has to strut their stuff and see if they can save a bit on fees or trade you in on a new model agency. The client agency relationship in America has gone the same way the institution of marriage has gone- from till death do us part, to starter marriages and a string of trophy wives.
The most recent shockers were GSD+M losing Walmart, Wieden + Kennedy losing Nike running and Fallon losing BMW. All the agencies had taken their clients to the top- and then some. With each of these divorces must come costs- yet, clients don’t seem to understand the brand equity involved in an agency relationship. It can take years to find a client voice- and only one swift move by a budding CMO to lose it.
So, with the “trading agencies” show going great guns- the new business to be in is one of matchmaker- to which we recently added Ark Advisors/AAI to the mix. Here is their uninspired bio: (with writing like this, it’s a wonder they are qualified to tell the good agencies from the bad)
About Us
Ark Advisors is a management consulting firm that focuses on a broad range of complex issues facing corporate advertisers and their marketing communications partners. We work in concert with our clients to optimize their relationships with their agencies and to maximize the effectiveness of their own marketing operations.We have four primary areas of specialization: Agency/Resource Search, Agency Compensation, Client-Agency Relationship management, and corporate Marketing Management.
The Next Wave tries to provide the most update to date list of “agency search consultants” on the web- for those thinking of finding a new agency. Of course, once you’ve found us- you really shouldn’t need to do much more searching.