The
Battle For Coca-Cola
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On.
Ain't
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The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
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Then We Are?.
The
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Mr
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At Mitsubishi
The
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Dare
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Mitsubishi's
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Out
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Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
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The
Brand
The
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The
Targets
The
Future of Advertising
The
Grid
The
Future of Advertising
The
Swarm
Technology
Making
The Message Meaningful
The Only Business That Matters Is The One You're In.
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When Ideas Fail, Words Come In Handy. Something is obviously not working. It's not just me and everybody else saying "The sky is falling! The sky is falling!" The damned thing is busted. Here's another damage report from the June 2005 issue of Harvard Business Review, reporting on the effectiveness of 500 various consumer and B2B marketing programs |
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84% resulted in less market share, not more |
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I always liked your ideas better than your analyses, but I suppose you need one for the other, and this was spot on. "Step Up America"? Pure genius, Now just wait for someone to steal it and rename it. Nic K. Stockholm. My lawyer is Ken Kleinberg. They proceed at their own risk.-HW |
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Last week we talked about all the doom and gloom editorial coverage on the fall from grace of Madison Avenue. This week I'm not gonna go there. Wouldn't be prudent. This week I'm going to step over the entire mess on the floor and walk over to the living room. What if it's not just the advertising that's broken? What if it's the whole damn business model? What if the advertising agency has in fact, outlived its usefulness to the business community at large? Well let's face it. As a business proposition, the advertising agency has not changed substantially in the 200 years since its inception.
Others will chime in with, "Don't forget, we no longer place media in most cases." So what? The basic premise is still the same. Companies pay third-party vendors to act as trusted advisors to tell them how to best deal with their customers. That's what we do in a nutshell. "But the times, they are a- changin'." Let's take a look at some new ways we are looking to re-skin the basic Madison Avenue Advertising Agency Business Model at the Institute for Advanced Practices In Advertising the advertising industry's first and only public policy "think tank". The Hollywood Model This one's not so new. Advertising vendor builds a movable feast of services around each client on an as needed or on-demand basis. Highly specialized skill sets, provided on a cost-plus compensation basis. Most of the large Japanese agencies are structured around this model. The Wet-Ops Model Call it a task force. Call it a battle group. This model uses the brand organization as its management hub and staffs up with specialists who are contracted for thirty day project based assignments. Most operatives work independent of each other or in small, tightly focused work groups that report to project managers who communicate between operatives and senior decision makers. As outsourcing of production services catches on this model will gain more traction. Skunk Works Model A holdover from the "New Economy" era when small, horizontally organized work teams were set up within larger unwieldy organizations to "fast-track" new product development or new business process evaluation and implementation. Look for a strong return to this model as C-Level managers start tying new product failures to line-of-business marketing disasters. Stealth Teams The fact that competition creates value is not lost upon the crisis managers that will undoubtedly be brought in to fix the mess down in marketing. One of the turnaround artist's favorite tactics is to put two or more teams on a given issue with little more knowledge of each other, other than a competitor exists. Generally speaking these teams will be silo'd in different Geos and timezones so as to keep interaction at an impossible arm's length. Best solution wins. Winner take all. Coca-Cola favors this approach with its marketers. Platform Agnostic Think Tank Model This approach is already finding its way into the day to day activities of the "Agile 1000" fast growth companies. Again, as in some of the above, the client organization, rather than an independent third party organization is at the core. Here the emphasis is almost always on strong, single objective programmatic results driven activities, rather than areas of specialized practice. I.e. "Demand Creation and Lead Generation." "Awareness Building," "Category Definition or Dominance." This one is gnarly to manage, given the large number of direct reports, but as the heat turns up and old taboos go out the window, this model could replace the "agency" as we know it. "Step Up America" Thank all of you who responded to the question set forth in last weeks column. As a few of you astutely guessed, "Step Up America" was a real reality show presentation made to both NBC and CBS and we were fishing for prospective sponsors willing to put up a $Million per show to make America better. You will be pleased to know that more than 20 companies so far have responded with an expression of interest in sponsoring such a show. Certainly more than we could have ever imagined. Even CBS, Inc in New York visited the site twice last week to see what we were up to. Our next step is to select a network approved production company to wrap the deal up and secure a broadcast commitment for 15 episodes. We will let you know how it goes. If there are any other potential sponsors (or agencies) out there with an interest in the show, e-mail us at stepup@BrandedFilm.com Stay tuned.
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