YESTERDAYAccount Service Manages the client, and asks them what they need.The creative department creates ads that reﬂect the client’s needs.Agency leadership makes sure nothing goes horribly wrong.
WITHIN THESE GROUPS, SEVERAL SPECIALTIESNew BusinessResearchArt & CopyStudio / ProductionMedia
NEW BUSINESSA single purpose: ﬁnd new clients, and win theirbusiness.Create meaningful pitches.Learn a lot about a business in a short period of time.
RESEARCHAnswer three questions:Who are we trying to talk to?What makes them tick?What can we say to motivate them to buy from us?
ART & COPYTake the insights thatresearch develops, andturn them into concepts.
STUDIO / PRODUCTIONTake the concepts from the creative department, andreproduce them in ads of all shapes and sizes.
MEDIAPlace the adswhere people willsee them.Print, Outdoor,TV, and Radio.
RESEARCHACCOUNT MEDIA NEW BUSINESS SERVICE CREATIVE AGENCY LEADERSHIP PRODUCTION
ONLINE PAID MEDIA CONTENT STRATEGY SEOEMAIL MARKETING COMMUNITY MANAGEMENT WEB DESIGN RESEARCHACCOUNT USER EXPERIENCE MEDIA NEW BUSINESS SERVICE PR CREATIVE AGENCY SOCIAL MEDIA LEADERSHIP PRODUCTION TESTING MOBILE ANALYTICS APPLICATIONS
TRUTH IS,MOST AGENCIES AREN’T RE-THINKING ANYTHING.They create a “digital” department. They hire “social media” people.But they don’t re-think how these new mediums actually impact theirbusiness.Their ideas about the role of advertising haven’t changed.
TRUTH IS,MOST AGENCIES AREN’T RE-THINKING ANYTHING.They ﬁnd new products to sell, rather than think about the audience’sexpectation of interaction.They don’t try to get rid of things that aren’t working.And then, they wonder why the ad industry isn’t what it used to be.
TRUTH IS,MOST AGENCIES AREN’T RE-THINKING ANYTHING.To many agencies of the past, the digital revolution bringscomplexity that they can’t handle.
“When the ecosystem stops rewarding complexity, it is the peoplewho ﬁgure out how to work simply in the present, rather than thepeople who mastered the complexities of the past, who get to saywhat happens in the future.”- Clay Shirkey, via Heather
You’re entering the ad industry at a time of vast cultural andinstitutional change, not unlike 1960.Once again, long held beliefs, processes and traditions are beingproven ineﬀective, too expensive and wrong—and it hurts.In the chaos there is opportunity.
COPY RESEARCHSOCIAL MEDIA STRATEGY PRODUCTION PR
RESEARCH STRATEGY ARTMOBILE APP DEVELOPMENT COPY CODING PRODUCTION
THE SUCCESSFUL ADVERTISER OF THE FUTUREDOES NOT STOP AT THEIR SPECIALTY.THEY BECOME GENERALISTS.
“A generalist species is able to thrive ina wide variety of environmentalconditions and can make use of avariety of diﬀerent resources.”
“I believe what we’re seeing in the creative jobmarket is a sea change akin to the dissolution ofthe art director/copywriter wall.”- Kyle
“While many of the traditionalists of the ad worldignorantly cling on to the old standards ofmagazine spreads and TV commercials, there areplenty who see this as a shift for the better andenthusiastically welcome the change.There is a lot more opportunity for young talentto emerge, collaboration is encouraged, and thedemand for creative content has never beenhigher.”- Michael
Art directors don’t need to be developers.Account managers don’t need to write copy.But they do need to have an in-depth understanding ofwhat each role brings to the table.
It’s the diﬀerence between an OK idea and agroundbreaking campaign.
This took:A strategist that understood the basics of web developmentA creative team that understood the basics of Facebook ConnectA developer that understood the user experience that the creativeteam wanted to buildA producer that was able to articulate the strategy to thedevelopers in a way that preserved the overall idea
YOUR OPPORTUNITY:BIG IDEAS THAT TRANSCEND SPECIALTY.
TODAY’S ASSIGNMENT:Peruse those sources.Read Perfect Pitch: How Droga5 is Making Ads You Can’t Ignore
TODAY’S ASSIGNMENT:Identify a brand that has done a remarkable job of bringingthemselves into the digital age.Things to look for: • Building unique, never-before-seen digital experiences • Brands interacting with their audiences • Thinking beyond advertisingWhat to post to the blog: • At least two examples of the brand’s digital creative work (website, video, Facebook page, ad, etc.) • What about this creative work is interesting to you? • Does it make you think diﬀerently about the brand? Why?