Archive for Doug Weaver


Posted by Doug Weaver on September 26th, 2012 at 9:23 am

Back in July in this space I recommended Susan’s Cain’s "Quiet: The Power of Introverts in a World That Can’t Stop Talking." Hearing clips of the author’s TED Talk on NPR this weekend has me now doubling down on that recommendation and underscoring some themes I didn't call out in my brief mention of the book.
The core idea in “Quiet” is that our culture – especially in education and business – incubates and celebrates extroverts, while giving short shrift to the potentially powerful contributions of the introvert. We organize our classrooms into “discussion pods,” and reward students for vocal participation and visible group “leadership.” Our business culture revolves around committees, task forces and work groups, all so we can collaborate our way to success. Along the way, we’ve come to the conclusion that the loudest voice belongs to he (and it’s very often ‘he’) who is the most confident, and therefore the leader. If forced to conform to today’s cultural and business climate, introverts like Gandhi, Warren Buffet, Eleanor Roosevelt, Larry Page, Bill Gates and (!) Dale Carnegie would never have emerged as leaders. The logic is inescapable, and there’s plenty of advice on... Read more

Brave New Agency.

Posted by Doug Weaver on September 19th, 2012 at 9:25 am

Last week in this space I commented on the look of publisher’s sales force going forward (“Media Seller 3.0”). I hadn’t intended to bookend that with a discussion of the future media agency, but Brian Morrissey’s Digiday interview with Forrester Analyst Joanna O’Connell (“Agencies in the Age of Machines”) got me going. O’Connell has some pretty crisp analysis and evocative comments; notably that agency trading desks won’t last more than another couple of years and that clients (rightly) don’t seem to be too worked up about all this programmatic stuff…at least not yet.
Accepting the fact that automated, programmatic buying will be a permanent part of the landscape, guessing the new look of Madison Avenue is an irresistible parlor game. But since I haven’t worked in an agency for more than 30 years, I’m probably not qualified to predict what the future media agency model will look like, or to prescribe specific solutions. So I’ll just offer these four questions for holding companies and agencies to consider as they plot their evolution over the next 5 years.

Joanna O’Connell and I have both predicted a bifurcated business where programmatic buying and the right brain work of... Read more

Media Seller 3.0

Posted by Doug Weaver on September 13th, 2012 at 10:07 am

Digiday recently interviewed several sales leaders and media executives on a pretty interesting topic: the shape of The Future Publisher’s Sales Force. Among the many observations are that nobody will be selling banners in 3 years, that digital sales leaders will find the balance between programmatic and direct selling, and that true media sellers will start to look more like McKinsey consultants (OK, that one was mine.) The whole thing got me thinking about what the 21st century media seller will and won’t do – and how the really good ones are already behaving.
The Digital Anthropologist: The old model of content as an anchor for “your ad here” is quickly falling away. Even in content rich environments, we’ll be focusing on the actual behavior of the consumer – how they’re interacting, what they’re forwarding, how they’re communicating with others. MS 3.0 will be good at finding marketing opportunities (not just ad placements) within real customer behavior.
The Guerilla Fighter: The first 20 years of digital selling was like watching World War II generals fight the Vietnam War. We organized around the big fixed battles of RFPs and presentations and planning cycles, embracing the same... Read more

What Matters…Now

Posted by Doug Weaver on September 6th, 2012 at 10:00 am

There’s something really significant about the close of the Labor Day Weekend. It all gets serious and focused now. The beach stuff gets put away, school’s back in session. And as a seller, you’re staring right down the barrel at your fourth quarter…and at how Q1 will begin to take shape. Indeed these are a really critical couple of weeks ahead and – feeling somewhat overwhelmed – many of us will come out of the gates fast, generating a flurry of activity: phone lists, batches of email, tearing into anything that feels like an RFP.
My advice is to push back on that urge. The seller who lets emotion drive his decisions at a time like this is bound to conflate activity with progress. I feel busy, ergo I must be getting someplace. But feeling busy is to productivity what grunting and sweating is to physical fitness: just a showy manifestation. At critical times like this, the good ones get really calm and focused on just a handful of really important themes.

Shorten Your Stroke. Volume is not your friend right now. Rather than getting a lot of plates spinning... Read more


Posted by Doug Weaver on August 30th, 2012 at 9:32 am

Over the years I’ve used this space to offer reviews and amplification of books that I think are important to the digital advertising and marketing community. Some are directly about sales theory (“The Challenger Sale”); others about how we think and create (“A Whole New Mind”); and still others are issue driven (“The Daily You”). Today I’m reviewing a internet book that’s about history. Sort of.
Cory Treffiletti is well-known to many of us in this industry. He’s been a leading agency-side executive (i-Traffic, Freestyle Interactive, Carat) and entrepreneurial thinker (IUMA, Catalyst S+F, Blue Kai) since the mid-90s. Now he’s taken on what can only be described as a massive labor-of-love in compiling “Internet Ad Pioneers: The Stories of the Unsung People Behind the Birth and Growth of the Internet Ad Industry.” The structure is simple: Cory queued up interviews with 31 people (buyers, sellers, entrepreneurs, researchers and others) who were all deeply engaged around the origins of digital advertising and marketing. The book is a straightforward presentation of those interviews.
Yes, I was initially quite interested in the book because I’m one of those interviewed (Chapter 7) and because I count over two dozen... Read more