Two very
different perspectives on the evolution of advertising hit the wires
today. Steve Smith wrote a column in
OMMA Magazine (registration required) about the adoption of consumer generated
media by traditional advertisers. He
makes the point that while marketers have been hesitant in the past, they’re
now beginning to realize the opportunity these “alternative” media offer for
reaching difficult and desirable audiences like young adults. There are a number of interesting observations
in the article. Jeff Marshall, senior
vice president, managing director, Starcom IP recognizes that this is truly
permission-based marketing, as marketers find ways to enter into these
conversations.
"We come up with really
creative ways to invite ourselves in and provide some value as part of the
environment."
Smith makes
an astute point about the strategies and tactics necessary for success in
marketing on social networking sites.
“The smart way in seems to be the side door. The key is not
to promote so much as facilitate, as well as provide people hip and humorous
tools for expressing themselves.”
Over on the
other side of the blogosphere ANA President Bob
Liodice is rattling the chains of one of his opinionated
members, Ron Berger. Berger apparently
delivered a diatribe against multi-agency sourcing by marketers during the Four
A’s conference last week. (Imagine
that! A dyed-in-the-wool mass media
bombast with an aversion to sharing his fees with people who might actually
understand integrated marketing programs and recommend creative solutions
beyond 30-second spots on the national news and ESPN. Who knew?)
Having
suffered the slings and arrows of being the “below the line” executive at one
of Mr. Berger’s largest clients I know how fiercely they fought outside
intrusion from any other type of agency. So it wasn’t surprising to learn that he made the assertion that the
single-agency model is superior. Bob Liodice makes a polite yet forceful case that
Mr. Berger is flat-out wrong in his claims.
“In fact, it is my strong belief
that in most instances, a roster of agencies – working in tandem – can provide
better insight, stronger focus and broader expertise than any single
agency. To me, it seems not only
appropriate but necessary that marketers partner with a range of expert
resources that collectively offer the full complement of competencies and best
practices necessary to build strong, enduring brands. The single-agency model, in my view, is just
not a compelling solution for most major marketers today.”
My response
is less diplomatic than Mr. Liodice’s. Ron: get over it. The days of
basing your marketing plan on a handful of 30 second spots and national media
buys are long gone. The consumer is in
control, and we’re tired of your irrelevant, self-referential ads. Stop talking and start listening. Learn how to gain permission to enter the
conversation, instead of shouting over it.
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