Amnesia boss Iain McDonald: Hot or Cold agency ranking is old world and negative

I couldn’t agree more. The Campaign Brief “Hot/Cold” chart is a (deleted for legal reasons) divisive act from a publisher whose (deleted for legal reasons). It’s not about making the industry stronger. It’s not even about “helping clients have a better understanding of agencies” as the publisher suggests. It’s about (deleted for legal reasons). And reminding agencies that their fate can be controlled by Campaign Brief. The traditional agency Hot/Cold chart is now nothing more than a (deleted for legal reasons) as judged by Michael Lynch. (Deleted for legal reasons). Digital agencies, do all you can to resist. Don’t allow Campaign Brief to seize the power and circumvent the conversation.

Agreed.

We subscribe to the same thought process.

These types of things generally polarise, create angst and are not that constructive.

Creative is extremely important, however, as Iain mentions, it is only one facet of measuring a digital agency’s skill set and ability to deliver.

The reality is that most digital projects require creative, strategy, social media, technical implementation, etc.

I agree.
I think the last remnants of credibility for the hot/cold list went the year Droga5 were added right up the front and they had not even put out a single piece of work yet.

Ha! Campaign Brief complaining about anonymous comments… A bit rich.

Talk about spitting the dummy! The anonymous comments on Campaign Brief blog are totally vicious… and personal, even naming names from time to time.

Either get a freakin’ backbone Mr Lynch, or moderate the anonymous comments on your own blog.

If the purpose of this survey was to accurately be able to identify and recognise ‘great digital work’ then the methodology is indeed way too simplistic. Without being able to credibly rate elements such as the innovative use of technology, channel integration and proof of metrics around things such as acquisiton, retention or customer service it cannot really stand up can it?

And Ash – i think you guys do great work over at Soap. But I have to say my gut instinct is that if you ended up at the arse end of this like many others did I feel you would be more likely to decry the methodology than use it as a motivational force.

I think the point that has been raised previously on this, and seems to be ignored, is that this is a Campaign Brief initiative (it was going to happen whether Bannerblog got involved or not).

Campaign brief is a publication for creatives, particularly those in advertising. So to argue about the methodology outside of “is the work creative?” is sort of moot.

Saying search/social/etc. should be included is like Hot4’s & Rotaries giving a stuff about boot space or airbags in their ‘Hottest Cars’ award.

And comments like: “I view Hot or Cold as ‘part of the old world of advertising’, not the new one.” worry me a hell of a lot. It’s this attitude to ‘the old world’ that is seeing great creative ideas being sucked out of digital because the industry is turning it’s backs on the most creative people.

As one of the editors of Bannerblog, I’ve written a blog post on the merits of a Hot & Cold index and to ensure it’s purpose is reported correctly.

http://www.bannerblog.com.au/n....._index.php

Wow, how does Michael Lynch justify asking for comments to be adjusted on this blog, when his own blog is full of the same kind of vitriol. It feels very different when it’s actually about you doesn’t it Mr Lynch. Pathetic.

I’m glad this debate is getting some air. I think it is a big issue for an industry that is over-burdened with awards and rankings. I agree with Iain’s point that if something is about promoting the industry and making us stronger, then go for it. But the Campaign Brief Hot/Cold chart actually dares to claim that agencies are “cold”. How would that feel to come into work one day and be told that your agency is “cold”? How does that benefit anyone? Sure, award the brilliant agencies and give everyone something to aspire to. But don’t “shame” the agencies that haven’t yet reached those heights. It’s not exactly a great motivator.

Funny; these two sound identical to me:

> a thinly veiled threat that Amnesia will be judged and plotted on a table even if the judges do not have any real view or knowledge of its creative output.

> a “heads-up” that next time the agencies will be judged regardless of whether they participated in the process.

Thread/heads-up is just semantics, but they’re still saying, very clearly, that the agency will be judged…?

-p

I agree with all the points Iain made. This chart is so old school and makes the traditional agencies feel comfortable in a new world. These charts are how they have scored themselves in the past. It does nothing to reflect the reality of the digital industry. Last time I looked the development and placement of banners was a small proportion of the industry when you take into account web and application development, search, classified advertising, social media.

The digital industry should concentrate on helping clients understand and navigate these complexities and not be part of a beauty parade that dumbs our industry down to an outdated beauty pageant.

I always admired the fact that John Singleton said he would not enter awards he just wanted to sell the clients product. I don’t know whether it’s legend or not but it’s a good sentiment for a healthy industry.

If you care what old school creative directors at the dinosaur agencies think about the quality of your work, then congratulations.

Shame some digital agencies still depend on the big agency networks to feed their kids.

Other markets (UK and US) have ratings for their digital agencies (NMA top 100) and there is a ‘Most Respected’ (by peers and clients) list. They don’t shy away from a list which is essentially saying the same thing ‘Hot – Cold’.

If you shy away from doing this because you’re afraid of hurting feelings, you’re doomed to mediocrity. It’s a competitive market out there, not a love in…

@Simon – perhaps Singo would have entered awards if a category existed for “loudest shouty ad”

Michael who?

I didn’t realise how bad it was going to be until I saw where I was rated.

If you want to be involved in this list then great, if you want out then that should be respected, why Ash feels the need to dictate to companies, “you will be judged” is out of line.

This basically forces an agency to get involved, agencies will have to give the judges information or face what would most likely be a mediocre score based on an uninformed guess of that agencies latest work.

Respect peoples decisions, focus on your work and stop worrying what everyone else is doing out there.

Maybe instead of talking about work you should all actually do some. Isn’t that why we’re all working?? This is getting to be like a high school msg board….

Can’t you nerds just get along?

I think David May hit the nail on the head in the last TMR video here – https://www.youtube.com/watch?v=uZcFfI_Mo8A#t=2m32s It’s not that clients are thick – it’s just that a lot of (highly creative) ideas don’t seem relevant to the business.

I also think a lot more clients should and would be receptive to taking creative risks if they were presented within a framework of being able to clearly measure the business impact. I’d like to see a lot more agencies develop an interest in and ask for access to conversion metrics important to their client’s business.

only someone in digital could raise so much unnecessary attention around an ego contest

A few points.

1 – I think it’s wrong that any agency should be included in the chart without their prior permission, and completing a proper submission of ten pieces of work for consideration. If only to protect Michael from potential legal action resulting from loss of business.

2 – The submissions / ‘work’ is judged privately. By who, we don’t know. That fact makes the rankings less credible.

3 – The ‘hot’ area is also in no way influenced by awards. Droga5 was ranked out front with no work and no awards on a ‘speculative’ nature.

4 – Effectiveness awards aren’t included in any Campaign Brief rankings. Only the big shows and AWARD. ADMA is not included, last time I checked. If you want to go with the most effective creative agency (who wouldn’t) – you have no chance of knowing this from the chart.

5 – There is a rumour that the chart favours certain agencies that (edited for legal reasons). I am unaware if it’s true, but it makes the chart less credible to my mind.

6 – The process is basically not transparent enough for myself to take seriously.

7 – If you want to make a difference, compile your own chart based on the points mentioned above. Top 100 most effective agencies, top 100 for billings and top 100 most creative awards.

8 – Speaking of other lists, does the WON report have any bearing on this list? BMF and AIM proximity were ranked 15th and 16th in the world, Soap didn’t appear anywhere. Yet BMF ranked 17th on this chart, and AIM proximity 3rd, behind Resn & Soap.

Again, this just reinforces in my mind, the chart is useless for any marketer trying to make an informed decision on which agency can best deliver their needs.

All very good points Ms Greer. You watch Droga 5 go right to the hot end of the chart this year. It certainly won’t be because of the work they have produced. They’ve barely done any award-winning work. (Edited for legal reasons) It simply can’t be legitimate and credible if it is only one person’s opinion. And that person’s opinion (edited for legal reasons).

Who decides who judge awards?
Who decides which creative rules?
We do… We do…

Who’s the only way to get work abroad?
Who actually runs AWARD?
We do… We do…

Who holds Back illustrious careers
because a bitter little CD bought us some beers?
We do… We do…

Who’s the force you van not fight?
Who rigs every AWARD night?
We do…
We doooooooooo

Edited for legal reasons

Lynchy, that is a little bit like calling the kettle black. I just had a look at your blog for the first time in a long time, and remembered why I started reading Mumbrella. The rumours, outright lies and vitriol posted there was absolutely depressing me. You’re a decent bloke, you’re not into unfounded gossip – why do you let your site reflect you in that way?

I definitely know I’m not the only person in the creative department who’s changed their behaviour. Why can’t you clean it up a little?

We all want to get along.

I WORK AT SOAP

http://www.australiancreative......-finalists

At least the ranking puts some kind of mark in the sand. And I think that’s a worthwhile endeavour – if nothing else it will make agencies determined to prove they are betting than their ranking.

I’d agree with Germaine, because digital is measurable, it makes sense to include an effectiveness component next time they put the ranking together. I’d recommend something like a 50/50 split of the current creative component.

I want to get my friends over for Pizza and do a “how they blew the clients budget” competition.

I think it’s a bit rich to say that agencies will be judged even if they don’t want to enter. That is simply ridiculous and an appalling position. Agencies may not want to enter and may not be allowed to enter. However, some jumped up arse is going to drag their name through the mud because they feel…well actually I have no idea what why they want to do that.

If Iain and his team (and his clients) do not want to be judged then they should not.

If I was judged without my express permission I would be briefing my General Counsel the very next moment. And ensuring the fight was public.

Bloody Campaign Brief. It’s merely a witches coven.

Definitely agree with you Rich.

And Campaign Brief is probably the last blog I’d want to judge the quality of my work, let alone my agency.