I sat in on a 4A's webinar this morning on "How Agencies Can Create New Revenue Streams." As we grow our business here at Traction, it's interesting to hear how other agencies are evolving their businesses. It's also exciting to learn that Traction is pushing the envelope in all of the areas that the 4A's cites as ways the most innovative agencies in the world are reshaping the agency model.
The basic premise is that a new role for agencies in creating value for marketers that has nothing to do with a "message."
Here are the areas outlined in the webinar and some of the things we're doing at Traction that align with each.
Traction will be closed from noon to 2pm today. Despite the rain, the team will all be rambling on down Larkin Street to Civic Center for a chance to scream our heads of at the San Francisco Giants ticker tape parade. I couldn't keep people at their desks if I tried.
Last week, I had the good fortune to attend the Ad Age CMO Summit. Lots of CMOs and CEOs sharing great wisdom from companies like Kraft, Nationwide, GoPro, Target, Method, Plum Organics, Cisco and Oracle. But the highlight for me was the closing presentation from the Global Creative Director of Coca-Cola, James Sommerville.
James was the founder of Attik and I used to follow his work when I was cutting my teeth as a designer 18 years ago, so it was a real treat for me to see him speak. And as a designer, I found his presentation on Coca Cola's World Cup brand activation inspiring not just because of the work itself, but because of the lessons I took away from the design process he shared...
We’ve all heard of the Ice Bucket Challenge. The campaign has been a viral sensation this summer raising a ton of money for the ALS Foundation.
Digital metrics promise the ability to be accountable for everything we do in advertising, but the reality is that they are limited in what they can actually measure.
Let’s admit it. No one is perfect, although we may strive to be. Whether it is your personal or professional life, success is our ultimate goal.
The Wall Street Journal reported today that "Ad Buyers Sure Love Vice, But Are Torn About its Valuation." And I am the "ad buyer" they were talking about. I was asked for an opinion on what I thought of their billion-dollar-plus valuation and potential acquisition by Time Warner and I have to say, I was pretty enthusiastic about Vice as a content brand.
eMarketer released a report today showing how the $50 billion in digital ad spending in 2014 is being divided across branding and direct response. Unsurprisingly, direct response is winning. Marketers crave a clear ROI and direct response gives them one.
Let's take a quick look at the data and see how it breaks down...
Two weeks ago, I was asked to be part of "The Landscape Panel" at the iMedia Agency Summit in Austin. It was called the Landscape Panel because they had representatives from the brand side (Kristi Karens from Mondelez), publisher side (Nicki Purcell from Dallas Morning News), media side (Shenan Reed from MEC) and me, representing the creative side of our industry. The theme of this year's summit was "the future of data-driven creativity."
This morning I wrote a post in Ad Age on why the collapse of the merger between industry giants Omnicom and Publicis is great for small agencies. This was a follow up to another story I wrote nine months ago on why the merger itself was great for small agencies.
Clearly there's a trend here. No matter what the big guys do, it's good for us. Because they are clueless.