advergirl

Four smartly-positioned agencies

You're going to hear a lot about Adam Ferguson over the next few days. He's been filling my inbox with all sorts of interesting tidbits that just demand to be blogged about.

Let's start with this little number from AdAge last week: "Six Ways Ad Agencies Are Reeling in New Business Now "

#3 ADOPT A RECOGNIZABLE PLATFORM Agency-positioning efforts such as Kevin Roberts' "Lovemarks" platform at Saatchi may not be new, but they really can work. One of the more recent platforms to emerge is Publicis Groupe's "Contagious Ideas," which rolled out across the globe a year ago and quickly gained momentum. Existing clients have embraced it and entrusted the company with additional business, and it has attracted new clients across the network. "It's not just some abstract theory," said Mark Hider, exec VP-director of engagement strategy for Publicis USA. "There is a conversation going on about brands whether we like it or not," and the key is to "monetize brand conversations, and then alter them in your favor."

Smart idea. Increasingly, our clients - and our potential clients - need to justify their budgets and their decision making to senior leadership. They need an easy way to say why this company / why now / what the impact will be.

What's more - they're up against incredible pressure to produce. To do things in innovative ways that deliver previously-unrealized results. They need the hope of a new, big idea.

An agency position founded in a provocative, relevant point of view is absolutely one way to deliver on both.

Four agencies that are already there:

Cult Marketing creates Cult Customers: This savvy, growing firm outside Columbus hinges their story on connecting with the very customers who are driving the word-of-mouse and word-of-mouth trends we're all chasing. They start with insights but drive every project on ROI.

Sullivan Higdon & Sink in Kansas City delivers men. Yeah, yeah, we've heard over and over how 80% of purchases are influenced by women, but these guy-knowing creatives take on the products that need that shot of masculine purchasing power. These are "Men who buy engagement rings. Men who go camping and fly fishing. Men who run companies. Men who grill steaks and fry turkeys. Men who purchase industrial engines. Men who dig Star Wars."

Cow: I am forever a fan of this London-based agency of the year.  Their POV: If you aren't news, make news. These provocateurs will do whatever it takes to get "get bums on seats, people through the door, products off the shelves and people thinking about your brand in new ways." Their claims to fame: "We’re the agency that got baked beans on the front pages of the papers, created the world’s most expensive burger and developed sausage and mash ice cream style cones and vans."

22Squared: This Atlanta/Tampa agency gets that branding isn't communication, it's behavior. And, they show their formula for connection through a crafty little framework called the friendship factor.

Will texting be the Hotels.com of nonprofits?

This Hotels.com campaign is one of my favorite running right now. It elevates the power of peers. As its quirky characters take on the armchair reviewer role they were born for, we see a brand built not by experts, but by us. Weird, wonderful us.

I got a great text message this weekend that made me wonder if the same sort of “power of peers” change is afoot for non profits. A shift that will leverage the financial power of hundreds of thousands of small donors rather than relying on corporations and wealthy donors to foot the bill.

Here’s the text message:

[Presidential candidate] asks that you give to the Red Cross: give 5 dollars by texting GIVE to 24357 or give more by calling 1-800-435-7669 or at redcross.org/donate. Please fwd.

Pretty powerful stuff.

• A simple message.
• Sent at a time (just prior to the Gustav hit) when we were primed to care about the cause
• And closed with an almost ridiculously easy way to donate.

It’s difficult to get an individual to write a check for $100,000. Especially a fatigued donor who is asked again and again. But, with the right distribution list, how difficult is it to get 20,000 people to text $5? No billing information to fill out, no credit card number to type in. Just text.

Causes that inspire passion – whether it’s empathy or insurgency – are uniquely suited to the energy of the social Web – which, largely, extends to the community of texters. Campaigns like this are not only primed for action, they’re ready for pass-along.

When the Democrats were still fighting out the primary, I remember hearing news that more than $10 million (1/3) of Obama's second-quarter contributions were made online, and 90% of them were in increments of $100 or less.

What will a donor shift like that mean to decision making in a campaign or at a nonprofit? How will it change priorities and challenge assumptions?

I should know more on this topic soon. Later this month, Ologie (my home agency) is hosting Richard McPherson, the author of Digital Giving - a book about how technology is changing charity. I’ll tell you more about that soon, but for now – it’s interesting to think about the groundswell using technology to democratize giving. And fascinating to see just how easy we can make it to break down the barriers to giving.

Social Media in Action: Learnings from a successful flop

You’ve probably all been in that dead-end social media pitch. The one where you have a perfect audience and an authentic story, but your client heads down one of three painful directions:

• The Social Kids Table: (Or the Intern Factor.) Assuming social is just for (irrelevant) kids, they offload the brand voice to the nearest 20-something and hope for the best


• The Slow Lane: The mere mention of social starts the weaving of a bureaucratic Web. Mediation, distrust, individual approvals. How can we protect ourselves from the people who want to engage with us?


• The Soapbox: Prepping for command and control. Spewing content into the vast social underbrush. Comments locked down. Brand Invincible.

It’s enough to convince you that social can’t succeed with an average business. That – as the blogging boys say – your brand can never be my friend.

But just when you’re about to give up: A completely unlikely brand throws itself entirely into social and comes out smarter and more authentic for it.

Obama to nom VP by text; Advergirl news at 5

Earlier on NBC4:

After the investigative report on Olympics-watching inside Applebees and before the third mention of the weather, political reporter Patrick Preston packaged up a smart little marketing story featuring the unstoppable duo: Advergirl and Obama.

Ok, so the Obama part was a totally canned national bit. And, I had on the biggest earrings ever. Still.

Anyway, since I don't know anyone who's actually home at 6, let alone 5, here's the perspective:

The Obama campaign announced plans today to reveal their VP choice to supporters by text message. Just sign up at the site and you'll know before the big news breaks.

Smart approach for one big reason: The national media will cover his pick no matter what. The question is: what else can the campaign get out of the announcement?

Answering that question with this texting tactic is smart strategy for a couple of reasons:

1- It differentiates Obama. He's running against an older candidate supported by a political machine. This reminds people that he's a younger candidate riding a groundswell of support from $100-and-under donors.

2- It engages supporters. The campaign has made personalization its hallmark. It started with dynamically assembling each communication based on individual supporter data. And, now it comes to life by talking the way we talk, in the mediums we talk. The result is a sense of approachability - a sense that he thinks like us (only, of course, way smarter... we hope).

3- It activates those supporters. Text messaging is the ultimate "in the tent" communication. Recipients feel like they are the first to know and that creates another conversation about the candidate - one where you share the scoop (with anyone who will listen).

Breaking through: High-engagement agency marketing

Writing about Plaid's quest the other day made me think about the changing ways agencies are engaging potential clients, partners and employees. Increasingly, they're not settling for create-and-wait tactics, rather they're engaging best-fit audiences with can't-resist content and experiences.

Today's agency marketing is LESS like:

• Spray-and-pray mailers
• Dialing for dollars against generic lists of "creative decision makers"
• Pulpit positions at preaching-to-the-choir conferences
• If-you-build-it-they-will-come agency Web sites

It's MORE like:

• Creating opportunities to share ideas
• Spending time with like minds
• Building value around content
• Making the Web a personal experience

In our fast-moving, client-driven world, agency leaders are investing time and resources in changing the playing field. The results are ... pretty desirable. Check out these two examples.

Space150: Rip up your white paper, host an event

Thought leadership used to come in a 15-page white paper, complete with charming 12-point type and the occasional bar graph. Today, it comes in shared time and ideas. Agencies leveraging their partners  and networks to create immersive events on topics clients are actually interested in.

Check out Space150's DeepSpace Mobile workshop for a great example. 

Cole & Weber: Create deep dive industry experiences

Industry relevance was once a column of client logos. Today, it's a sense of the experience. Of speaking the language, having apropos theories, demonstrating a targeted approach.

Cole & Weber brings a great example to life on this micro site showcasing their experience in the wine category. It's peppered with thought leadership. Has a taste of quality, a note of investment and a nose of confidence.  (Metaphor - and post - officially exhausted).

Social media story in the making

I'm not sure how many Columbus natives follow my blog - or are interested enough to dig deep in the Experience Columbus campaign I covered last night - but, I think there's a larger story unfolding here. One that's less about Columbus and more about the power of - to borrow a phrase from a sister agency - an open brand.

In a few weeks I could be writing a post called: How bad advertising built authenticity for an embattled tourism agency. I'm totally kidding on the bad advertising part, but, you know, these things do require a little drama.

I digress.

A number of local bloggers have written about the Not in Columbus campaign with a mixture of hesitation and disappointment.

Pete McGinty (our hero - and marketing VP - at Experience Columbus) has not only stayed in the conversation - he's leveraged our feedback to revise the campaign.

Here are just a few of the comments Pete submitted around the local blog scene:

"Your feedback, as well as the subsequent comments in your blog, is very helpful as we go forward with the campaign. We couldn't have afforded enough focus groups to garner the input we've received!

One of the benefits of how the campaign is structured is that the elements allow for flexibility.

In fact, we have temporarily removed the videos so that we can rework the ending with a more positive spin. Stay tuned."

"We recognize the role of social media in our marketing mix. We are learning. As you know, we are not launching the NotinColumbus.com Web site at this time. We shared it to ask for the precise kind of input that we've received from you. That will only make us better going forward."

"I'm glad that you were able to make it to our event last week. We found it extremely valuable to gain the direct feedback of people like yourself. And, of course, the feedback keeps on coming, which is what we hoped for. It is exciting for us to hear from those who are engaged in this city and have the same kind of passion for it that we do."

"I'm glad you see the potential of the campaign. "Working the bugs out" is actually what we are doing right now."

"Thanks so much for coming to our event last week and for your support of the campaign.

We have received so much valuable feedback. It is great to feel the energy of so many people so passionate about our city.

Glad you enjoyed your t-shirt."

I have to say I'm somewhat floored by this. Despite the able counsel of a damn good PR partner, this kind of totally productive, chin-up response to feedback has to be really tough. As both the delightful Adverboyfriend and my loyal Adverbrother would point out - my skin isn't nearly thick enough to stand up to similar criticism.

Cheers, Pete! You've won over the mob.

Plaid Nation 2008: What the cool kids are doing this summer

Back in the innocent days of 2007 -- in a time before a perfectly innocent van was wrapped, wired and wandering America -- the guy on the left and the guy on the right were talking agency self promotion ideas in a conference room in Danbury, CT.

The guy on the left joked, "we should get one of those funky Scooby Doo type vans, and just take it on the road."

Not the kind of joke to tell at Plaid, a one-of-a-kind design, branding and social shop, that makes weird ideas kind of wonderful.

Later that year, the first Plaid Nation tour came to life. And this year, its big brother - Plaid Nation 2008 - is storming the West Coast.

What is it?

It's five Plaid-ians driving through the country meeting creative, marketing, brand and internet workers, and sharing Plaid love. It's Tweetups, meetings with the creative community, introductions to inspiring dudes, and a big fat live Web experience to go with it. It's taking social on the road and using it locally and globally to continue a conversation. In short - it's a one-van mission to change people's perceptions about social media. From impractical to integrated.

Why should we care?
Sure there are some cool ideas being discussed and great connections made. But let's go a little bigger than that.

They've mobilized some of their best ideas and people in a freaking Scooby Doo van.  And it's netting out some incredible connections and enviable awareness.

The van is the power of "What if?" Of not being afraid to speak, explore and act on ideas. Even ones that, frankly, seem a little crazy. Especially ones that tear down assumptions about just how far a brand or product or experience can go.

It's about embracing the personality of your brand. And not being afraid to take smart chances.

I've got a Plaid Nation key chain hanging on my cork wall to remind me to bring a little of that Scooby Doobery to my every day.

Safe travels, guys!

Breaking through: The drama of the every day

About a month ago, GirlEffect.org (sponsored by Nike) made speedy work of our pass-along circuit.  Its near-universal acclaim was credited to the simplicity of the design and the pace of the engaging story.

But I think it was something bigger. Or, I guess I should say it was about being bigger.

The easiest objection to make to advertising in any form is - what does it matter? What does the brand of chips I buy, the sports team I cheer for, or the brand of shampoo in my shower* really matter in the big scope of things?

The challenge was even greater for this nonprofit. Can a small contribution really make a difference in a village thousands of miles away? Can someone on a couch in Ohio change the lives of a nation?

The Girl Effect pulls that thread.

Makes it personal.

Blows that little donation up into something that will change the lives of first a girl, then a village, then generations.

Makes it bigger than you. Bigger than itself.

It even lays the gauntlet that husbands and children are bad for girls. That's drama. Hell, yes. I'm in.

The hallmark of creating drama in the everyday is the lump in the throat. The experience so big that you see yourself as having real responsibility to it. You feel like it matters.

And, it doesn't exist just in the work of philanthropy.

Take these two niche favorites:

Cesar's (the dog food cum canine cuisine) I Promise campaign brings the Love Them Back tagline to life. It sets up your pet aisle picks as nothing less than an expression of how much your value your fuzzy friends. It lays down a gauntlet of love.

Or Monster.com's Stork spot. The beautifully shot story that hints at how valuable each life is and asks - are you reaching your potential? Stork replaces the transactional choice of work with nothing short of the meaning of life.  It either lays down a gauntlet of guilt or hope. You pick.

*Baked Sour Cream and Cheddar Lays, the Pittsburgh Steelers and Aveda Sap Moss ... you know, if it matters.

Breaking through: The power of direct mail

If you were out and about last night, you probably noticed one sure way to break through: burrito giveaways. Chipotle's free burrito event netted crowds stretched around multiple city blocks at the downtown locations here.

But, if you don't have a burrito bar built into your core business strategy, here's another suggestion:

Direct mail.

Sure, it sounds old school, but I'd argue that some of the most engaging DR work going on right now can be found among the newsprint and val-packs right in our mailboxes. It represents opportunity seized from the jaws of faux highlighters and foil starbursts. So attention will be paid!

My favorite is the new catalog work coming out of Neiman Marcus. This seen@nm series targets a younger audience with a more editorial style and breaks out of the usual catalog form factor with a tabloid shape and a great matte stock that just makes the sexy color pop. The quality and content feels exclusive. It not only breaks through -- I'm guessing it's a temporary keeper in a stack of recent issues of Vogue and The New Yorker in bedrooms around America.

My second favorite is totally local, although the concepts are paralleled nationally.

Local example. Take a look at this item:

Couple of buy local stickers and a business card from the Director of Dangerous Ideas at AreYouBrilliant.com. It came in a plain envelope, handwritten with my address and stamped with the brilliant logo.

I was curious and logged on to check it out. (Incidentally: logged on? Total adopter word. Who logs on anymore? Oh, wait, sorry Mack.)

Seems like community action, right? Nope. It's an insurance agent who specializes in local businesses. And, what's more - I wasn't even disappointed to find that out. The Web site features local businesses, tells their stories and positions Ryan Morgan (said director) as a really authentic partner to them.

Fantastic execution.

National example: HBO's True Blood.

This effort was definitely buzz marketing instead of social outreach, but it's still an interesting approach. A slew of other bloggers beat me to posing about it; so, I won't go too deep, but essentially I got a padded envelope in the mail that  contained a "free sample" of a new synthetic blood:

And a decidedly creepy overview of just what an innovation in SNACKING this new choice in blood would be.

The only URL in sight? This creepy destination.

Ok, you win, I'll Google. Turns out it's publicity for True Blood, a new show about vampires premiering the Fall. A name I'll definitely remember. And, an experience that created something between dumbfoundedness and curiosity.

Check out Yes but No but Yes for more.

Breaking through: "Crack the code" advertising

That was a term coined by fellow strategist Carey S in a last minute could-have-been-manic-were-we-not-so-intentionally-mellow brainstorm this winter. We were talking about what it is that makes sports ads like Jordan's Clock Tower break through? What takes them from being watched in prime time to being chatted about around the water cooler?

Our theory: It's the respect they pay their audience. They way they bring us in and make us feel clever. The way they reward us for the silly trivia we collect, the seasons of television we watch, the unique perspective we each have on the world

CTC advertising generally falls into two categories:

#1 You're like us.
These campaigns connect with us on a passionate level. They unpack the big things we believe in and serve them up in dramatic ways. They are the corollary to an inside joke - the secret handshake that only people like us would know.

• Example: The Become Legendary Campaign that W + K created for Nike/Jordan. The fourth in the series was this Clock Tower spot ("No Cinderallas") that played in the runup to the tournament and left big proud fans welling up on couches around the country:
  
  

• Example: The Economist. Although BBDO's long-standing well-written in red campaign is probably the clearest example, even the newer campaigns target the pride in target readers. The idea that their sense of savvy and their curiosity make them part of an elite group of global citizens. The sense that they are truly banded together by difference.
  
  

#2 You remember.
It's rewarding to be the first one to figure out the puzzle. To trump your sister by guessing the identity of the murderer halfway through the new episode of Law & Order. To run the board at the annual holiday Trivial Pursuit match.

These "you remember" ads engender similar competition. They tease and hide just enough to make us want to guess it first.

• Example: HP's delightful Personal campaign developed by Goodby, Silverstein and Partners that features a celebrity's hands revealing their online life. Only at the very end - after glimpses and clues - do we find out who's online life it really is.
  

• Example: Discovery Channel's I Love the World brand ad created by 72andSunny. Yeah, it's wildly addictive music, but behind that is the montage to rule all montages. Places, shows, animals. Any number of things to competitively guess at from across the living room. Hey, wasn't that the whale from season 4....?

How it's social: A fellow traveler at Bridge Worldwide has been writing a lot about "marketing with meaning" these past weeks. A concept that may sound philanthropic, but is really just social. It's about creating engagement and content & experiences that people actually want, rather than forcing our messages into aggravated ears.

If you should go looking around online for people's comments about the Jordan spot, you'll find mentions of shivers, of welling up, of wanting to get out and practice. For the Discovery Channel spot, texted sing-alongs. For HP, personal takeoffs. The list goes on. The engagement in these "crack the code" campaigns is truly emotional. Pride, joy, curiosity. Uniquely human. Perfectly translated.