September 9, 2010
Last weekend I read yet another article featuring a chief marketing officer bemoaning his advertising agency for being out of touch with new media. Here is Part II of my response…
For the entire twentieth century brands endeavored to grow by alleging they bring people together. Indeed, connectivity has long been the uber-strategy of so many of our biggest clients: CPG, QSR, Telco, beverages and spirits, the list goes on; you name a brand and I’ll show you a connectivity strategy. The Holy Grail was to create an obsession around brands. A cult. Nike, Coke, McDonalds, Apple and so many others claim –often rightfully- to have done just that. And they’ve done so with our help.
But client’s now bellow (sometimes at us): “We need to be part of the conversation. We need to engage people!” Clueless about these new paradigms, the much-educated CMO is frustrated. He clamors for relevance like a drowning man over a life preserver. He wants “likes” and “fans” and “followers.” In some respects advertisers are dogs chasing their tails. The faster they run the more frustrating things get. Agencies become their scapegoats. But isn’t that like blaming the pusher because the drugs don’t work?
Besides, whenever we created something new and different you called it “edgy” and “hard core.” We’re not selling skateboards to skinheads, you said. Guess what? We cut our shit with vanilla because you make us. But now the world is upside down. Everyone is praying to new and different Gods. Indeed, the new, new thing is the only thing. And guess what? Your best chance at getting religion is with us misfits in the creative department.
While we’ve all got a lot to learn, the ad industry began digging into new media before most industries. Likely including yours. That makes us the closest thing to experts your money can buy. Welcome to the Island of Misfit Toys. I suggest you stop making fun of the red nose.