A great many of us so-called advertising pundits have been harping about the coming brain-crunch in our business. But where is the call for these brains from Madison Avenue? Where are the Help Wanteds: "Web 3.0 Visionary. Get the experience necessary on us." Now is the time for all good men to come to the aid of their Advertising Agency. The bill for the last decade or so is coming due. Some guys in D.C. are printingup the twenties, fiddies and hundies to cover it. Scarrytime. Madison Avenue will have to stop fucking around, and step up. NeoInflation Creation is in full swing by the media. We Adworkers are the storm troops of NeoInflation fighting. Our Advertising All Nighters, Our Advertising Major Miracles. Our Advertising Grand Slams. That's what creates ca-ching! Time to step up Madison Avenue. Where are the "MadMen of this century? What are those ladies doing to shake up the playing field? Some of them are helping us with Lean Advertising Networks. There is a lot more out there to be done. The metric that has me losing the most sleep is the one that puts the receptivity capacity of the average web user at less than 30percent. The rest of their web use is reserved for people they know. Or want to know more about. So if I have to reach these fools on the web, I got to settle for a fraction of "less than 30 percent". That is just plain intimidating. Anyway. Where is the build-up on Madison Avenue? I would think that the one-two punch of NeoInflation and 30centSlice would do it. Road Blocks??? Check Points??? Lines, maybe? Nope. Nuthin'. Not even a blip on these guys radar. For the new Lean Advertising Network White Paper |
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Now to spread a little garnish of cyanide gas over this sad plate of affairs. The ANA, (that's Association of National Advertisers, to you) just released the findings of a survey of its members (our clients) that cited "Creative Arrogance" is high on their lists of things gone wrong with the agency. Does anybody out there remember the last Recession? We need to hit this NeoInflation thing running because it's moving digitally fast, fast, fast. We need to be ready to protect our clients who are so panic stricken over the potential of Capital Gains that they are failing to notice the army of thousand foot high gorillas coming up fast, furious and out of the sun. By June, today's audience playbook will be archaic. I'm figuring two total rewrites between now and Summer. And summer? Don't even get me started about the Q308. Just keep your options open and your doors bolted. I'm just vampin' for some of us to all to catch up. They eat the stragglers. Now, here's the deal. A lot of you are in large agencies doing cool things. A lot of you are at home wishing you had something cool to do. And a few of you are making it possible for cool things to be done. All of you need to get up off your ass right now and sell something. Get started right after you read and memorize these: Tactic #1: Make Some Business Happen. Use the technology that you can't get them to approve on your job, or that business model that only you passionately believe most in. Whatever it is, get it out there, and monetize it. Tactic #2: Do something you believe in. An idea is worthless if it cannot turn a profit. Believe you can turn a profit. Turn a profit. Then improve the business. That's what it takes to stop NeoInflation Creation dead in its tracks. Tactic #3: Keep current with the trends That means you have to fail fast to succeed sooner. You need to make it better and better. You need to never give up. And You need to be First, sooner or later. Got all that? Tactic #4: Put yourself in the shoes of the audience. You are circling the wagons and deciding who is let inside and who is left out. What will it take for a stranger to be let in? If you said "Trust." you go to the head of the class. If you whispered "trust", stay right where you are. We will be reaching out to you, shortly. Subtlety is everything. Nobody wants any attention drawn to them, or their stuff. Hummer in red? Rather be Dead. Hummer in black? Stashed in the back. Tactic #5: Don't get comfortable. Everything is poised to change. Start taking note. Tactic #6: Trust no metrics. Guys who count for a living, create inflation to stimulate employment opportunities. I believe they are all in this NeoInflation Creation thing together. That's cool. Accountants have to eat. But be sure to follow the Economics, not the Economists. Then collect your own metrics and keep them to yourself. Tactic #7: Keep your ear to the ground. Did you know companies that use steel in their products have begun to tack on a steel surcharge to offset rising steel costs? You gotta know this stuff to be able take advantage of it. Tactic #8: Stay connected with the end users of any product you sell. They will never steer you wrong on value perception issues. They know what they love. They know what they hate. But beware of social networks. They can turn on a dime and change their mind a thousand times a second. Never forget each social network is digital not predictable. Now, act like you know. Stay strong
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In response to I disagree with your hypothisis on so many levels so as to not be able to be debated. But I agree strongly with your notion of something needs to be done, why not this. Lack of a serious R&D effort in the advertising industry is a travesty. Let's see where Microsoft and Google take us next. I'm sure they are watching everything you do. – P.Stein, NYC Microsoft yes. Google? who would know. They own Urchin Web Stats, who tell us who is watching us. The guys I'm curious about is Limelight Networks. Call me, Jeff – hw
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