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Archive for the ‘Hollywood Studios’ Category

Don’t be too quick to dismiss Gary Vaynerchuk’s views on the impact of social media and social media’s ability to integrate directly into CRM and/or POS.  You can’t get more accountability than POS results.  TV still has power, but the flaws are adding up.  However, consider how a global advertisers target their brand’s core customer?  Buying broad demographics groups A18-49 or A25-54 is archaic and ignores what brands understand in ethnographic studies and real-time research where actions, comments,sentiment, and word-of-mouth offer valuable feedback.

ANA Masters Of Media: Are Marketers Missing The Forest For The Trees?

 

Social media for brands requires a lot more work than buying TV off a Nielsen ranker to reach a broad demographic group like adults 18-49 that is a demo range too large to think that and 18-24 group will respond to the same marketing as the 34-49 portion of that demo category.  Unfortunately, effectiveness measurement requires deeper insights and different work-flow to get actionable feedback.  Social media is both a marketing tool and real-time analysis of customer feedback or feedback about the brands top competitors.

The ANA group is the right place for this debate.  There is real proof of top global brands like J&J who are making internal ,cultural changes about digital and social media to improve effectiveness of marketing and improve overall P&L performance.  Programmatic is all about speed and less about effectiveness.  If you believe in the effectiveness of display advertising in general, we will simply agree to disagree.  Social media giants are studying 1-1 customer data every second of every day.  Television is studying Nielsen data in different formats, but it is still using a 75 year old demographic approach from samples that are scientifically to small.

There are 200 million Facebook subscribers in the US with targeting and audience analysis data that forces accountability and effectiveness to different performance standards present more effective brand analytics and results.  There was no discussion in your post about the changes in the customer’s path to purchase which is different for different products, but totally different than the marketing funnel created in the mid 20th century for off-line and TV advertising.  Reference McKinsey’s article about J&J’s cultural shift to digital and social to a more holistic approach driven by social media impacts. For Listerine brand, J&J changed a longstanding strategic philosophy of producing two or three TV commercials per year to taking in-house producing teams to the World Cup where they produced 200 video messages for social media at the World Cup in real-time!.  Marketing shifts are usually gradual.  Consumers are changing patterns of media consumption from linear TV , to on-demand TV or OTT/ IP Channels and video on-line and mobile.

Mobile_subscriptions

CMO’s are spending more time on mobile and social media strategies based on evidence collected from research.  Mobile has created new distribution channels for new video formats for advertisers to place on brand new social media marketing channels.  Gary Vaynerchuk was probably presenting advanced social media technique that he has developed over eight year which can be validated with results, but if you are accustomed to listening to traditional CMO presentations at ANA Gary would sound like a computer scientist explaining the positives and negatives of coding.  I don’t know Gary Vaynerchuk or Guy Kawalski but they have made brands of themselves in social media strategy.  Disparaging either them would be like saying Warren Buffet really doesn’t know much about financial investing.

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In March of 2015, Jon Mandel, an experienced c-level executive on Madison Avenue, declared in a keynote speech at the ANA annual conference that “kick-backs” at the advertising agency level and/or at the conglomerate holding companies who control close to 80% ownership of the world’s largest advertising agencies were pervasive, totaling in the hundreds of millions of dollars.  Mandel’s speech sent shockwaves through every side of the business associated with advertising, most prominently the top advertising brands who were allegedly being left in the dark.

When the ANA announced that it had hired two outside consultants, one with cyber security experience, to advise the ANA, the advertising industry’s largest trade organization representing brands like P&G, Unilever, AT&T and hundred more, I published a blog post on the advertising industry scandal. that Jon Mandel brought to the forefront at the ANA’s annual convention.

In my three decades working for Hollywood Studios, the largest broadcast television groups and working on Madison Avenue can I recall a more explosive event triggered by one very brave and bold individual, Jon Mandel.  Some credit has to go to the ANA board who had to have approved the content of the speech as Mandel was serving as a paid consultant at the time.

After that, the ANA went through a vetting process for consultants to investigate and recommend potential fixes to the board.  Having been a part of one of the finalist groups presenting to the ANA’s executive committee, I can attest to firsthand experience that the ANA with Jon Mandel still participating as a consultant were serious and on a timeline to advance the discussion.  The only exception I took to the ultimate approach that was being taken was making the broad discussion more open to the community who had a vested interest in findings and the outcome.

Maybe suggesting the use of social media was too progressive for this group, but I pointed out that it was the only way to let all stakeholders have a voice in the process.  So now trade journalists and industry experts are left wondering what, if anything, is going on as both the WSJ.com and Jack Meyers, industry expert, did in published stories where the headlines were:

“Seven Months Later: Smoke But No Fire”  Media Village.

After over three hundred hours of research preparing for the presentation to the ANA executive committee and Jon Mandel, I felt like I had a good understanding of the critical issues which required infographics to explain.  Without having some public debate, the industry may not hear a word from the ANA on the so called “transparency” issues, or “kick-backs”, “fraud” for years because it is complicated, heated, and almost impossible for two organizations that have so much at stake, ANA and AAAA’s, to reach consensus.ANA_Blog

Case and point where the AAAA’s, Agency’s trade group, feeling pressure made a public announcement, prematurely in my view, without the support of the ANA.  I believe I said this was the advertising industry’s version of the “Watergate Scandal.”   Because of that, I think Jon Mandel should get the book rights and play himself in the movie to a story that is destined to get published.

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