Behind Cannes 2007: Industry Leaders Refuse to Share Real Learnings and Best Practices
Written by Webmaster
Wednesday, 27 June 2007
Here's what we learned at the high-powered Cannes Debate panel on agency reinvention, which I moderated during last week's International Advertising Festival: next to nothing. Here's what that means: The ad business has a bigger problem than it realizes. Because its leaders refuse to share real learnings and best practices, or to discuss the frustrations they face in reinventing their legacy businesses, there's little chance ...
As President-Media, Will Oversee Publishing, Broadcasting and Online Ad Sales
Written by Webmaster
Wednesday, 27 June 2007
When she worked at Yahoo, Wenda Harris Millard supervised the selling of internet-display advertising just as the medium came into its own. During her time at the web portal, she often had to talk up the benefits of advertising on the web to a marketing world more comfortable with print and TV advertising. But now that she is joining Martha Stewart Living Omnimedia, Ms. Millard will take on more of an operational role.
Nike Plus Shows How the Best Ideas Are Discipline- and Media-Agnostic
Written by Webmaster
Monday, 25 June 2007
The news from Cannes is that the drugs, particularly the Advil, work just fine, but the award silos don't. Members of at least three different Lions juries -- for promo, direct and media -- have bemoaned the difficulty of judging integrated work as it relates to a specific category. If you're judging a successful and innovative loyalty program with data capture, data analysis, point-of-sale promotion, direct mail, ...
The current cost-based compensation model for advertising agencies is flawed for a simple reason: It misaligns the economic incentives on each side. The client pays whether the agency adds value or not, and the agency is paid a fixed amount regardless of the value it creates. Clearly, this model is not in the best interests of the client or the agency. Even more perniciously, the existing compensation model focuses entirely on the wrong things:
Here's what we learned at the high-powered Cannes Debate panel on agency reinvention, which I moderated during last week's International Advertising Festival: next to nothing. Here's what that means: The ad business has a bigger problem than it realizes. Because its leaders refuse to share real learnings and best practices, or to discuss the frustrations they face in reinventing their legacy businesses, there's little chance ...
When she worked at Yahoo, Wenda Harris Millard supervised the selling of internet-display advertising just as the medium came into its own. During her time at the web portal, she often had to talk up the benefits of advertising on the web to a marketing world more comfortable with print and TV advertising. But now that she is joining Martha Stewart Living Omnimedia, Ms. Millard will take on more of an operational role.
The news from Cannes is that the drugs, particularly the Advil, work just fine, but the award silos don't. Members of at least three different Lions juries -- for promo, direct and media -- have bemoaned the difficulty of judging integrated work as it relates to a specific category. If you're judging a successful and innovative loyalty program with data capture, data analysis, point-of-sale promotion, direct mail, ...
The current cost-based compensation model for advertising agencies is flawed for a simple reason: It misaligns the economic incentives on each side. The client pays whether the agency adds value or not, and the agency is paid a fixed amount regardless of the value it creates. Clearly, this model is not in the best interests of the client or the agency. Even more perniciously, the existing compensation model focuses entirely on the wrong things:
