Comments for More About Advertising http://www.moreaboutadvertising.com The alternative voice of advertising, marketing and media Wed, 23 Jul 2014 08:42:36 +0000 hourly 1 Comment on W+K packs a punch in Cannes Film, Brenner for NewsCred, an Englishman abroad, Droga and Hegarty by Roy Brooks http://www.moreaboutadvertising.com/2014/06/wk-packs-a-punch-in-cannes-film-brenner-for-newscred-an-englishman-abroad-droga-and-hegarty/comment-page-1/#comment-41756 Roy Brooks Wed, 23 Jul 2014 08:42:36 +0000 http://www.moreaboutadvertising.com/?p=83445#comment-41756 Maybe didn’t enter ‘The Reader’ because even a liquor company realizes that there’s a distinction between fiction and total fiction when they see it?

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Comment on Bronwen Hemming of W+K London: the search for the holy grail of agency payment by results by Katty Roberfroid http://www.moreaboutadvertising.com/2014/07/bronwen-hemming-of-wk-london-the-search-for-the-holy-grail-of-agency-payment-by-results/comment-page-1/#comment-41741 Katty Roberfroid Tue, 22 Jul 2014 16:11:03 +0000 http://www.moreaboutadvertising.com/?p=84466#comment-41741 Very interesting topic indeed…
Thinking of audio visual media owners and their sales houses, the claim is similar: measuring value from investment rather than focusing entirely on the “savings” target. Where does the PBR model leave broadcasters? Can it help slow down and reverse the spiraling down of media inventory prices that is unavoidable when the only KPI in use is the size of the discount squeezed out of media owners?

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Comment on New BBH campaign for KFC shows there’s still life on TV by Iain Maclean http://www.moreaboutadvertising.com/2014/07/new-bbh-campaign-for-kfc-shows-theres-still-life-on-tv/comment-page-1/#comment-41740 Iain Maclean Tue, 22 Jul 2014 16:01:42 +0000 http://www.moreaboutadvertising.com/?p=84515#comment-41740 “Too many people leading our industry are accountants, and I think for a creative industry that’s a tragedy.” Sir John is absolutely right.

Why? Because accountants, ike lawyers look backwards at past results. They have no big vision other than that of the cancer cell, to grow bigger and bigger. PE ratios come a long way in front of people or quality

People say what a wonderful job Sorrel has done for the industry. Really? Ask George Parker (and me, because I worked there) about Sorrell’s foray into starting up his very own full-service agency from scratch – as opposed to buying someone else’s vision. Enfatico was a fiasco.

But I digress. Returning to accountants running, or should I say, ruining our industry, the same thing is happening on the client side.

Marketing people are supposed to redress the balance of backward-focussed accountants, by looking forward; for having vision. That’s great in theory, but very few sit on main boards, or are not on the same level as their bean counterparts.

I encountered this problem, when for a mad year or two I was a marketing director and every time I proposed a new product, the FD would jump to his feet and ask what evidence I had that this would sell other than, as he termed it, “reeesearch.” When something worked, he wouldn’t say, “OK, maybe we should look at other ideas.” Instead, he would say, “can we do something just like the one that worked – but different. But not too different.”

I walked out and went back to copywriting.

How far would Apple have got with that attitude? We all know the answer. As Fran Liebowitz said, “Every intention, every achievement, comes out of dissatisfaction, not serenity. No-one ever said, ’Things are perfect, let’s invent fire.”

Accountants are happy with 10% annual increments. They haven’t the fire in their bellies, the talent or vision to double, or treble turnover or profts overnight, other than by cutting costs or acquisition (buying other people’s visions).

Ultimately, all empires collapse and eventually new ones emerge. Having watched the growth of global empires on both client and agency sides, I look forward to the inevitable decline and fall in both areas.

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Comment on New BBH campaign for KFC shows there’s still life on TV by Iain Maclean http://www.moreaboutadvertising.com/2014/07/new-bbh-campaign-for-kfc-shows-theres-still-life-on-tv/comment-page-1/#comment-41739 Iain Maclean Tue, 22 Jul 2014 15:59:45 +0000 http://www.moreaboutadvertising.com/?p=84515#comment-41739 “Too many people leading our industry are accountants, and I think for a creative industry that’s a tragedy.” Sir John is absolutely right.

Why? Because accountants, ike lawyers look backwards at past results. They have no big vision other than that of the cancer cell, to grow bigger and bigger. PE ratios come a long way in front of people or quality

People say what a wonderful job Sorrel has done for the industry. Really? Ask George Parker (and me, because I worked there) about Sorrell’s foray into starting up his very own full-service agency from scratch – as opposed to buying someone else’s vision. Enfatico was a fiasco.

But I digress. Returning to accountants running, or should I say, ruining our industry, the same thing is happening on the client side.

Marketing people are supposed to redress the balance of backward-focussed accountants, by looking forward; for having vision. That’s great in theory, but very few sit on main boards, or are not on the same level as their bean counterparts.

I encountered this problem, when for a mad year or two I was a marketing director and every time I proposed a new products, the FD would jump to his feet and ask what evidence I had that this would sell other than, as he termed it, “reeesearch.” When something worked, he wouldn’t say, “OK, maybe we should look at other ideas.” Instead, he would say, “can we do something just like the one that worked – but different. But not too different.” I walked out and went back into copywriting.

How far would Apple have got with that attitude? We all know the answer. As Fran Liebowitz said, “Every intention, every achievement, comes out of dissatisfaction, not serenity. No-one ever said, ’Things are perfect, let’s invent fire.”

Accountants are happy with 10% annual increments. They haven’t the fire in their bellies, the talent or vision to double, or treble turnover or profts overnight, other than by cutting costs or acquisition (buying other people’s visions).

Ultimately, all empires collapse and eventually new ones emerge. Having watched the growth of global empires on both client and agency sides, I look forward to the inevitable decline and fall in both areas.

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Comment on Martin Sorrell on Murdoch’s $75bn Times Warner bid by g http://www.moreaboutadvertising.com/2014/07/martin-sorrell-on-murdochs-75bn-times-warner-bid/comment-page-1/#comment-41703 g Mon, 21 Jul 2014 14:12:53 +0000 http://www.moreaboutadvertising.com/?p=84496#comment-41703 @Stephen…
Bloody hell… He’s going to buy Interpublic… How many times do I have to say it. Then he can award himself an even bigger pay packet. The upkeep on the Gramercy Park “Love Nest” is fucking horrendous. It’s tough at the top.
Cheers/George

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Comment on Murdoch tries to cap career with Time Warner mega-bid by George Parker http://www.moreaboutadvertising.com/2014/07/murdoch-tries-to-cap-career-with-time-warner-mega-bid/comment-page-1/#comment-41611 George Parker Thu, 17 Jul 2014 12:14:55 +0000 http://www.moreaboutadvertising.com/?p=84379#comment-41611 “Close his career.” You must be joking… The “Wizened of Oz” is NEVER going away. He’s got that picture in the attic, remember. The best bit is that he is now being described as America’s most eligible bachelor. Horse tranquilizers anyone?
Cheers/George

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Comment on W+K’s new ‘Mandroid’ pulls for Old Spice by George Parker http://www.moreaboutadvertising.com/2014/07/wks-new-mandroid-pulls-for-old-spice/comment-page-1/#comment-41561 George Parker Tue, 15 Jul 2014 12:01:37 +0000 http://www.moreaboutadvertising.com/?p=84314#comment-41561 As I point out on AdScam. Using a robot allows you to glue TWO Old Spice packs to his tin arm for the completely un-natural, but obligatory pack shot. “Why else would you buy Old Spice? It’s very good at disguising bottom of the garden shithouse odors.
Cheers/George

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Comment on John Keeling of Grace Blue: why you just might need a ‘wizard of light bulb moments’ one of these days by Iain Maclean http://www.moreaboutadvertising.com/2014/07/john-keeling-of-grace-blue-why-you-just-might-need-a-wizard-of-light-bulb-moments-one-of-these-days/comment-page-1/#comment-41559 Iain Maclean Tue, 15 Jul 2014 11:33:49 +0000 http://www.moreaboutadvertising.com/?p=84251#comment-41559 The use of lightbulbs to represent innovation and the Eureka moment is such a sad cliche. It’s almost on a par with the maze, which hs been used on everything from morgages to IT. Apart from the internet, which is another distribution and marketing channel, most of the changes in marketing communications are based on nomenclature, as digital wallahs try to rename everything. So storytelling becomes content. Advertorial becomes native advertising.

Remember digital upstarts, the Internet was invented by…Babyboomers.

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Comment on Agencies and clients half agree on payment by results – but will it ever happen? by neil christie http://www.moreaboutadvertising.com/2014/07/agencies-and-clients-half-agree-on-payment-by-results-but-will-it-ever-happen/comment-page-1/#comment-41517 neil christie Sun, 13 Jul 2014 20:40:37 +0000 http://www.moreaboutadvertising.com/?p=84118#comment-41517 Obviously initiatives of this sort are to be welcomed. As an industry we should all be in favour of fairer remuneration and greater accountability. But I’m skeptical about PBR in practice. IPA/ISBA figures show that only 1/3 of agencies on PBR schemes earned even 50% of their maximum PBR entitlement. If you’re relying on getting all your PBR to achieve your margin, then only making 50% or less is a disastrous result.

And I’m skeptical about ‘new models’. To generalise, agencies like ‘new models’ because they see them as a way potentially to get paid more. Procurement people are interested in ‘new models’ because they see them as an opportunity to reduce agency fees, while still getting the same or better service.

As you suggest, it’s all very well talking of paying for ‘outcomes’, but if what the agency is paid doesn’t cover the costs incurred in achieving that outcome, then the agency will go bust. The inputs still need to be covered, however the model is calculated.

At the end of the Marketing Procurecon conference last month, when a hands up poll was done amongst the many marketing procurement people in attendance, “Are your KPIs based on targets for cutting costs?” the overwhelming response was, “Yes”. Until that changes, talk of ‘new models’ and ‘outputs’ is just disguising a fundamental tension between vendor and purchaser.

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Comment on New Commonwealth film for Man U’s Chevy sponsorship harks back to a more golden era by George Parker http://www.moreaboutadvertising.com/2014/07/new-commonwealth-film-for-man-us-chevy-sponsorship-harks-back-to-a-more-golden-era/comment-page-1/#comment-41415 George Parker Wed, 09 Jul 2014 12:36:41 +0000 http://www.moreaboutadvertising.com/?p=84091#comment-41415 As I say on AdScam, when it comes to “Twats” don’t point the finger at Ewanick now… Anyway, Wayne “I finally scored for England” Rooney fills that role quite nicely. And whilst on the subject, did you see that the curse of Mick Jagger was the Brazilian’s downfall? On the Man U spot, whoever did the location scouting went out of their way to find Manchester’s scruffiest streets. As someone who grew up on “Factory Lane,” Manchester, I know all about that shit. It’s all on AdScam.
Cheers/George

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