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Mr. Agency Guy: Tear down this wall

Posted by Jodi Harris on December 13th, 2010 at 8:07 pm

One of my favorite things about attending conferences is the opportunity to be inspired by smart creative minds -- those who not only read what the experts are saying but can also absorb, reform, and expand upon their ideas for innovation and progress.
While I meet and listen to a lot of brilliant people over the course of an iMedia Summit, at today's Agency Summit in Phoenix, Ariz., I had a chance to catch up on the thought process of Uwe Hook, president of BatesHook, as he put his mind towards how media professionals -- and the entire agency model -- needs to evolve. Born in pre-unified West Germany, Hook certainly has first-hand knowledge of what it takes to completely restructure an important yet flawed framework.

With every evolution, the principal players need to decide what needs to change. But almost equally as important is what needs to stay.
Hook identified several areas of the agency model that have evolved into essential core elements:

The client relationship
Team relationships. itIt's important to keep the team together once you find people who click.
The 4 C's. The culture of an agency; the cooperation within the agency; continuity so you have long-term relationships; and the communication within the... Read more

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Brilliant Business Ideas I Learned from Brad Pitt – and other nonsensical nonsense of nonentities.

Posted by Josh Minnick on November 16th, 2010 at 1:31 am

"You can learn a lot from a Dummy" ~ some sort of PSA from my childhood.

I remember this line, because I firmly believe you can learn a lot from anyone. If you pay attention enough. Life is one big Community College Class, and each and person we come in contact with, is an opportunity for growth. And when I say growth, I don't mean the "Los Angeles Life Coachey" growth of transforming into a beautiful butterfly and saving the rain forests. I mean growth in the ability to not keep doing the same thing over and over and over again. Too many people continue to do the same thing over again and expect different results.

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Mining the Chilean Triumph

Posted by Greg Flory on October 15th, 2010 at 5:29 pm

“Chi-Chi-Chi!
Le-Le-Le!
Viva Chile!”
If you watched any of the Chilean mining rescue coverage (links to CNN), you probably heard the spirited chanting of a justifiably proud and relieved nation and maybe even felt the collective exhale of people around the world. I’m sure the first thing that popped into your head after the last of the 33 miners was brought safely to the surface and the wave of elation subsided was, “I wonder if there’s a lesson for marketers in this near tragedy turned triumph?”
And I’m not talking about the Oakley sunglasses given to each of the miners. Though that was a brilliant move.
It was a great moment for Chile and the world—pure, life affirming victory in a situation that so often goes the other way. And while the raw human drama of the miners’ rescue is considerably more compelling and urgent than the ongoing transformation of marketing, it inspired me to think about how we achieve something both worthy and challenging in a period like our industry is experiencing today, where much is at stake and precedent is not entirely clear. Specifically, it made me think about the conditions that compel and sustain action—how we choose our course in uncharted territory... Read more

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5 Marketing Myths The C-Suite Still Believes Because We Let Them

Posted by Rob Rose on October 12th, 2010 at 5:20 am

Some myths die hard.   Did you know that it really doesn’t take 5 years for you to digest chewing gum?  And, science has proven pretty conclusively that we use much more than 10% of our brains.  And finally, whether its water, or your love life, or your career or whatever else might see spin down the drain - it does not do so in any different direction in the southern hemisphere than in the northern.
And marketing myths are dying hard as well.   As much attention as we’re paying to new platforms like Search, Mobile and Social Media, and to conversing more effectively with our customers and prospects – it would seem we’re still not getting through to those who still feel like marketing is “a boat that I pour money into on the hopes that I’ll eventually get to use it” (an actual quote from a CEO).
5 Marketing Myths
Over the last month, I’ve had the pleasure to visit with more than 10 client companies.  They range in size from a five-person startup, to a mid-sized non-profit to a billion dollar global corporation.   And a fascinating trend emerged during those visits.   For all the progress we’ve made as digital marketers, The... Read more

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NeuroMarketing: Buzzworthy or Just Hype

Posted by Brian Easter on August 31st, 2010 at 4:09 pm

Marketing inherently entails a certain amount of psychological warfare.  Determining a target market’s thought patterns and utilizing their preferences to effectively boost sales is the underlying goal of every advertising campaign, while consumers are attempting to be more discerning and insusceptible to campaigns.  With neuromarketing, marketers are offered the opportunity to understand consumers’ mental biases from the inside out, potentially elevating everyone to the level of marketing geniuses.
Neuromarketing: The Process

The implications of neuromarketing are broad and open to interpretation.  What is more concrete are the techniques used to yield results.  Neuromarketing can simply be described as an analysis of different areas in the brain that respond to marketing stimuli.  These areas in the brain, usually monitored by fMRI (Functional Magnetic Resonance Imaging) will be inundated with oxygenated blood, therefore providing a distinct and indisputable reaction to a marketing campaign.
Neuromarketing’s success hinges on the ability to predict consumers’ predilections in an entirely new way; instead of relying upon individual analysis of how consumers will react when faced with a buying decision, the buying cycle can be observed and consumers’ opinions throughout the process will be transparently defined instead of subjectively interpreted.
Neuromarketing: The Problems
The big “but” in the fabulous field of... Read more

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