Dating back to the 1930s, Campbell-Mithun, Minneapolis, has been helping marketers fix what ails their brands, but the shop recently found a brand-repair project it had to outsource: its own. Management at the Interpublic Group of Cos. agency found its brand meant little in the marketplace -- and that many prospective clients saw it primarily as a solid account-service shop that offered middling creative. Even worse, executives there said,
Why is it that we agencies see ourselves as unique, while marketers count us at a dime a dozen? How do you know if you're among the dozen? Name one thing your agency provides a client that is truly unique and beneficial. Forget about process -- everyone has it. Every agency's got experience with major brands, and successful case studies in the books, too. Oh, and forget about great work. Most clients with their own tastes don't see the subtle quality in what we do.
Remember when you used to march into a client presentation and the media and public relations ideas fell into the last eight pages of a 50-page deck? Times have changed. These "required" pages have moved up and tripled in number and are, perhaps, more required than ever if you want to win the business. We regularly talk about the shifting face of advertising, the new forms of media and the morphing business of PR. Everyone claims that each is just as important as the other,
Royal Mail offers digital mailers through Sony partnership
Written by Webmaster
Tuesday, 01 May 2007
Royal Mail and Sony have established a partnership offering advertisers the ability to post personalised CD-rom brochures to prospective clients and track their responses. Audi has already enjoyed a 10% response rate from using the service and has rebooked, while a second unnamed major car manufacturer is also currently running a campaign. Audi's advertising agency BBH used Sony DADC's technology to
Dating back to the 1930s, Campbell-Mithun, Minneapolis, has been helping marketers fix what ails their brands, but the shop recently found a brand-repair project it had to outsource: its own. Management at the Interpublic Group of Cos. agency found its brand meant little in the marketplace -- and that many prospective clients saw it primarily as a solid account-service shop that offered middling creative. Even worse, executives there said,
Why is it that we agencies see ourselves as unique, while marketers count us at a dime a dozen? How do you know if you're among the dozen? Name one thing your agency provides a client that is truly unique and beneficial. Forget about process -- everyone has it. Every agency's got experience with major brands, and successful case studies in the books, too. Oh, and forget about great work. Most clients with their own tastes don't see the subtle quality in what we do.
Remember when you used to march into a client presentation and the media and public relations ideas fell into the last eight pages of a 50-page deck? Times have changed. These "required" pages have moved up and tripled in number and are, perhaps, more required than ever if you want to win the business. We regularly talk about the shifting face of advertising, the new forms of media and the morphing business of PR. Everyone claims that each is just as important as the other,
Royal Mail and Sony have established a partnership offering advertisers the ability to post personalised CD-rom brochures to prospective clients and track their responses. Audi has already enjoyed a 10% response rate from using the service and has rebooked, while a second unnamed major car manufacturer is also currently running a campaign. Audi's advertising agency BBH used Sony DADC's technology to
