Tuesday, August 17, 2010
Scanning-In vs Mobile App: Consumer In-store Activation
Sunday, June 13, 2010
Posterous - Timely Technology.
Tuesday, June 8, 2010
Will CPG Follow the Soft Lines Evolution? NFL's?

I think private label products are really solid.
Monday, May 24, 2010
LOST: Establishing Discovery-led Engagement and More
Thursday, May 13, 2010
Bakery: Cookie for Clients & Doughnut for Agencies

I think analogies help make the world go round.
Get a blanket and run wildly around a field waving it in the air until you catch one?
Spread some breadcrumbs on the lawn and wait for them to come around?
The same is true in promoting online. People don't want to have ads shoved in their face, so it's much more productive if you can figure out ways that they can find you instead. If they show up at your page because they are actively seeking what you have, it puts them in a totally different frame-of-mind. Now you become the trusted advisor instead of just another pushy salesperson." - oldbuddy
Wow, what a difference.
Do NOT run around yelling your message but add value in small ways in many places.
NOT a single over investment in one area but a handful of strategic small investments in multiple areas.
Listen and watch the small investments and throw down more bread in the valuable areas.
Let that bread be portable and facilitate sharing.
These two bakery analogies do not solve the problem.
But they hopefully bring out the Plato-minded side in all marketers to reinvent our way of:
1) working together as partners (clients and agencies)
2) beginning and maintaining relationships between brands and people.
Tuesday, January 19, 2010
Agency Side or Client Side: 3 Simple Steps

I think working in advertising and marketing is a fantastic way to make a living.
And thank you to either the tumultuous job market or the wild success of Sterling Cooper...
Because more and more people are asking me about getting into this crazy fun game.
But before they jump into the game they are asking themselves, me and maybe you the "question."
Am I a client or an agency person?I hear this OFTEN from marketing professionals of all ages and levels.
Whether someone is a recent graduate, happily employed or just out looking for a job...people want to know.
What is the real difference between client and agency side jobs? Where do I fit best?
You can see it in some client's eyes when they come to NYC.
Nights out. The "talent" around the office. The buzz in the hallways. This grass looks pretty green baby.
And ironically you can see it in the agency's eyes when they go to Purchase, Minneapolis, Kansas, Plano and the like.
Nights at home. Everything is on the "campus". More consistent schedules. This grass looks pretty green baby.
Some have said it is just, well personal?
So if you are thinking about coming over to the "sex, drugs and rock-n-roll" side of business (advertising & marketing), where should you go?
Follow these three simple steps to help find your way.
STEP 1
Here are some general questions that hold some truth as provided by anonymous agency and client stars.
- You like to tell people what to do? (client)
- You like to wear t-shirts to work? (agency)
- You like to manage budgets and make decisions? (client)
- You like to create solutions under deadlines? (agency)
- Apple? (agency) PC? (client)
Though superficial, these still draw smiles while holding grains of truth, but for most of us the decision runs a bit deeper or seems more complex.
So first let's address a few things that have changed - especially since the glory days of Mad Men.
Here are a few dynamics to consider in 2010.
SPOILER WARNING - could burst your bubble.
Client life is NOT easier.
Not true anymore or not a given. Marketing departments shrank (Bubble burst, Global Recession) driving longer hours, hand-held addictions and loss of a desire to have fun. Clients are grinding it out in many cases as hard as their agency partners.
Agency life is NOT necessarily more fun.
Agencies have been decimated by clients slashing budgets and working with procurement, driving layoffs, leaner staffing, grumpier over-worked clients and cutbacks on employee perks - think whole bagels become bagel "quarters". Agencies are doing more with less.
Relax. Relativity still plays in here...so agencies are still more fun and clients do have it easier BUT the gap has shrunk dramatically.
STEP 2
Now watch the these short educational videos:
1. Why agency life.
2. What it takes.
3. How it works.
STEP 3
So after considering the gap shrinkage and enjoying some short educational videos, here is an unofficial guide on how to determine your marketing DNA.
DISCLAIMER - Quiz is based on my experience working as a client and an agency person and working with some of the most amazing and worst agency and client people on the planet.
Answer this 5 question marketing self-assessment quiz:
1. Do you prefer team sports or individual sports?
2. Have you ever successfully waited tables? Or would you like to?
3. Head or gut? (Works both ways people - where to take a punch? what do you trust more?)
4. Where do you sit in a school classroom?
5. Do you like slow and steady or fast and inconsistent?
Answers to these questions can help direct you toward your marketing DNA - client or agency.Think about your answers.
Acknowledge that your answers may change over time.
Be honest.
We need passionate people on both sides so answer, reflect and jump in.
P.S. - Check out e. My favorite book on the agency business. Must read. Hilarious.
Friday, April 24, 2009
Gift of Feedback. Accept the Gift Today
