The Media Agency of the Future Will Be Able to Buy Google
Người viết: Webmaster
15/10/2006
The
agency of the future, said Nancy Mullahy, exec VP-managing director,
Starcom MediaVest, "will have the capability of buying Google." But it
won't. "Instead of engaging in a fiercely competitive bidding
war [for Google], they will choose to work with a start-up, one that
transmits digital imaging directly on to any surface in any home.
They'll be the first agency to sell the fourth dimension in visual and
surround sound for the images projected into the home.
For all its luxury stature, BMW Asia faces a surprisingly common
hurdle -- customers who drive a hard bargain. "Car buying is more of an
emotional purchase here," says Julia Esterer, the marque's new
marketing director, who hails from Germany. "One of my first
observations here was that you can't convince customers on rationale
alone. "The
challenge that comes out of it is that instead of arguing on a rational
basis, ...
I recently had a fascinating conversation with Bernardo Huberman, Senior HP Fellow and Director of the Information Dynamics Lab at Hewlett-Packard Labs.
Dr. Huberman is one of the creators of the field of ecology of
computation, and is editor of a book on the subject. MIT Press
published that book, The Laws of the Web: Patterns in the Ecology of
Information, in 2001. He is one of the recognized experts in the
dynamics of viral marketing and has recently published a research paper (PDF) with some of the best data on the topic.
Refinery's SVP of
performance marketing explains why interactive agencies charge by the hour and
not a percentage of the "spend." If I had a nickel for every time a client or prospect
questioned the fee structure we charge in interactive, as compared to offline's
commission-based model, I would have, well, a lot of nickels. In the late
1990's, interactive professionals, myself included, did a great job of
convincing clients how different we are from TV.
The
agency of the future, said Nancy Mullahy, exec VP-managing director,
Starcom MediaVest, "will have the capability of buying Google." But it
won't. "Instead of engaging in a fiercely competitive bidding
war [for Google], they will choose to work with a start-up, one that
transmits digital imaging directly on to any surface in any home.
They'll be the first agency to sell the fourth dimension in visual and
surround sound for the images projected into the home.
For all its luxury stature, BMW Asia faces a surprisingly common
hurdle -- customers who drive a hard bargain. "Car buying is more of an
emotional purchase here," says Julia Esterer, the marque's new
marketing director, who hails from Germany. "One of my first
observations here was that you can't convince customers on rationale
alone. "The
challenge that comes out of it is that instead of arguing on a rational
basis, ...
I recently had a fascinating conversation with Bernardo Huberman, Senior HP Fellow and Director of the 
Refinery's SVP of
performance marketing explains why interactive agencies charge by the hour and
not a percentage of the "spend." If I had a nickel for every time a client or prospect
questioned the fee structure we charge in interactive, as compared to offline's
commission-based model, I would have, well, a lot of nickels. In the late
1990's, interactive professionals, myself included, did a great job of
convincing clients how different we are from TV.
