Last Thursday, in front of the 1,300 staffers crowded in Manhattan's Cipriani restaurant, Ogilvy North America co-CEO Carla Hendra ruled that the 60-year-old agency would now be in "perpetual beta," a state of permanent change to meet a challenge faced by all the large agencies: How to retrofit a hulking beast of a company to compete in an increasingly media-neutral world, in which lean one- or two-office shops are beating their bigger brethren.
Ten Industry Leaders comments on Ad biz and Recession
Written by Webmaster
Monday, 14 January 2008
Merrill Lynch last week became the first major U.S. investment bank to declare the U.S. economy in recession. Two days later, Goldman Sachs jumped in, predicting that the economy would enter recession during 2008, if it wasn't there already. The thinking at both banks is that a recent spike in unemployment is evidence that the credit crunch roiling the housing and financial sectors is beginning to infect the larger economy. So in order to find out what that means for the marketing world,
"Brands now are more than identity assets created 10 years ago. If you're seeking integration across channels and across multiple agencies, brand expression -- how a brand behaves -- is a crucial ingredient to add to the mix. Most brand guidelines need an update; in addition to classic topics such as logo, color, grid, type and imagery...". Digital creative is still new for most folks judging it. Here are some thoughts to help demystify, debunk and better prepare for the present future.
"If You Won't Follow Through, Don't Bother!". It's that time of year again. We make our resolutions for the coming year and hopefully engage in steps to fulfill them. While doing this for oneself is pretty simple -- lose weight, exercise more and get more sleep -- making resolutions for your agency may be a bit more complex. First, you must know where you need to improve. This might seem like an easy task, but it can be pretty elusive without careful and consistent observation.
Last Thursday, in front of the 1,300 staffers crowded in Manhattan's Cipriani restaurant, Ogilvy North America co-CEO Carla Hendra ruled that the 60-year-old agency would now be in "perpetual beta," a state of permanent change to meet a challenge faced by all the large agencies: How to retrofit a hulking beast of a company to compete in an increasingly media-neutral world, in which lean one- or two-office shops are beating their bigger brethren.
Merrill Lynch last week became the first major U.S. investment bank to declare the U.S. economy in recession. Two days later, Goldman Sachs jumped in, predicting that the economy would enter recession during 2008, if it wasn't there already. The thinking at both banks is that a recent spike in unemployment is evidence that the credit crunch roiling the housing and financial sectors is beginning to infect the larger economy. So in order to find out what that means for the marketing world,
"Brands now are more than identity assets created 10 years ago. If you're seeking integration across channels and across multiple agencies, brand expression -- how a brand behaves -- is a crucial ingredient to add to the mix. Most brand guidelines need an update; in addition to classic topics such as logo, color, grid, type and imagery...". Digital creative is still new for most folks judging it. Here are some thoughts to help demystify, debunk and better prepare for the present future.
"If You Won't Follow Through, Don't Bother!". It's that time of year again. We make our resolutions for the coming year and hopefully engage in steps to fulfill them. While doing this for oneself is pretty simple -- lose weight, exercise more and get more sleep -- making resolutions for your agency may be a bit more complex. First, you must know where you need to improve. This might seem like an easy task, but it can be pretty elusive without careful and consistent observation.
