Morning Update: Tips for becoming a better client; Confessions of a frustrated marketer: ‘It’s easier to be a fraud at an agency’
https://www.youtube.com/watch?v=1uUddkfxQFM
AdWeek: Ad of the Day: This Lovely HP Commercial Has the Year’s Most Perfect Soundtrack
See Jane fret. And struggle. And begin to lose focus and confidence. As she rises through the professional ranks, she loses touch with her childlike creative side and becomes stuck in a workaday rut.
That’s the setup for 180LA’s and director Lance Acord’s lovely 60-second film “Jane,” which ushers in a new campaign called “Go Make Things” for the Sprout by HP all-in-one desktop platform. (This is also the first major creative initiative since former Visa executive Antonio Lucio joined HP’s Personal Systems Group in May as chief marketing and communications officer.)
AdAge: Your Agency Hates You and You Don’t Even Know It
Former Heineken CMO Offers Five Tips For Becoming A Better Client
We’ve all been there. You have briefed your agency, waited for what seems like forever, and finally it is the day when you will see this amazing work that will propel your brand to greatness. What follows is a big blur and the next thing you know, you are saying in not so many words, “All of this is crap, go back and give me some more ideas.”
No matter how charming you are and how nicely you said it … I can pretty much guarantee they hate you. And by the way, it’s probably your fault, not theirs.
I have been fascinated over the years to watch my agency partners do a fantastic job of appearing to like someone on my team that they really, really don’t like. It’s their job. And it’s not hard to see why. Their job is to make work. So they need to find a way to get to the finish line. Thus, the great coverup. I have known people who quit the whole industry over one person.
DigiDay: Confessions of a frustrated marketer: ‘It’s easier to be a fraud at an agency’
Agencies have their share of pet peeves when it comes to clients — and often, rightfully so. But there are plenty of grievances flowing in the other direction as well. This week’s installment in our Confessions series is from a digital marketer on the brand side who has also spent time at agencies. Today, this client primarily works on the digital parts of the business and bemoans the number of “frauds” in the industry.
Excerpts, lightly edited:
What don’t people get about your job?
The first thing people in the company assume is that we have a button we can push to make things go viral. We can magically get fans. They make comparisons: “So and so brand has 5 million fans; why don’t we?” The answer is usually because that so-and-so is spending 10 times what we are in marketing. It’s astounding how there is still this theory of “build it and they will come.”
Mumbrella Asia: India is first Lowe APAC operation to change name following Mullen merger, launches second agency brand
The Asian offices of advertising agency Lowe are facing a name-changing exercise following the merger of Lowe & Partners with American IPG sibling Mullen.
India, Lowe’s largest and most high-profile operation, is the first market in Asia Pacific to change its name. Mullen is to feature before the Lintas brand in India, which has been around since the start of WWII.
The Lowe Lintas & Partners name now becomes Mullen Lowe Lintas Group.
Other Lowe agencies in Asia are to follow.
Campaign: Persil “breakdancing girl” by DLKW Lowe
DLKW Lowe created the spot, which shows Terra playing hopscotch and then break-dancing when a beat kicks in. The girl’s clothes get dirty during the performance, but a quick head-spin makes them pristine again. The ad ends with the line: “Powerful stain removal with every spin.” It was created by Ben Evans and Adam Sears, and directed by Nadia Marquard Otzen through Academy.
Wall Street Journal: Omnicom Investors Focus on Media Reviews, Programmatic Ads as Company Reports Earnings
As Omnicom Group reported organic revenue growth that outpaced analysts’ estimates, investors were more concerned about the impact of technology on the advertising industry, including its role in the unprecedented volume of media accounts up for review.
“We know the media landscape has become more complex and many of the reviews are strategic reevaluation of agency suppliers,” Omnicom Chief Executive John Wren said on an earnings call with analysts Tuesday. “Technology has radically changed media planning and buying. The rise of digital, data and analytics has given marketers the ability to more precisely understand how consumers are using media.”
The second-largest ad holding company by revenues said it is defending media assignments that represent about $1.2 billion in billings and could win $1 billion in potential additional business from these accounts, which in most cases it shares with other competitors. There is greater upside, however, on the pitches where Omnicom currently has no relationship with that marketer or a very small one, Mr. Wren said.
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