Digital Discoveries (or is it Interactive Interpretation?)

If you are sick of being abused for not ‘getting’ the digital space, I suggest visiting this page. Simon Van Wyk has a spray at ad agencies, clients, media folk, the digital industry and ad agencies again.

It suddenly hit me that ‘digital’ is like a booming gold-rush town: there’s money and opportunity everywhere but no one is really sure where. People are digging holes that either collapse on them or yield fortunes. It’s a fun ride but there is no certainty. There isn’t even an industry as such!

After reading this article I felt quite relived that my knowledge was a bit muddled. It turns out that even the experts disagree, sometimes violently.

http://mumbrella.com.au/2009/03/16/guest-posting
-interactive-agencies-need-to-stop-being-digital-agencies/

Gruen’s back. This show reminds me that there are some pretty smart people in the advertising industry. The Gruen Transfer brings a sense of pride and professionalism to an industry whose morale is very low. In fact, next time you have an agency meeting, why not give one of the ad people a hug and say ‘thank you’. Tell them Tony said it was OK.

http://www.abc.net.au/tv/gruentransfer/

I was having a chat with a couple of Tennis dads on Saturday. One of them, John Bird, is an experienced Ad industry guy. He summed up the position of ad agencies (as distinct from the ad industry as a whole) quite well I thought.

 “20 years ago an ad agency made 17% on a client’s media billings. Today they make an average of 3%.”

Or put another way, traditional ad agencies are making a fifth of what they used to, for doing the same work.

This can’t last! The structure of the industry will have to change. It’s only a matter of time.

I did a crazy thing this month.

I sent out a short survey to a number of clients and ex-clients. I wanted to know what they thought of my business. I asked for brutal honesty. And I got it. I deliberately targeted a few who had fired me. Most people were very complimentary. But a small number mentioned the same issue that bugged them. I was unaware of this issue and will now do everything to fix it.

This made me wonder how huge brands, particularly services, could benefit by asking consumers, “What one thing could we do better?” Imagine what a Bank could learn if it asked this simple question. And imagine how its brand image would be improved just by the act of asking.

If this becomes a marketing fad of the future, remember you heard it here first.

If you have a creative advertising problem call Tony Richardson on (02) 9929 0588 or visit Tony Richardson Advertising

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