Category: Advertising

How to Save the Ad Agency Business

In the Golden Era of the ad agency business -- the decades between the early 1950s and the late 1960s -- CEOs from the world's largest corporations would meet regularly with their agency counterparts to discuss ways to grow their businesses.And why wouldn't they? The best and brightest minds in business worked for the likes of Ogilvy & Mather, Doyle Dane Bernbach and Leo Burnet.In fact, by the mid-1960s, high ranking executives working for New York-based agencies were making about $65,000 per year -- the equivalent of $489,000 per year in today's inflation-adjusted dollars.Continue Reading..

The Digital Revolution’s Disruption of Agency-Client Relationships

This article is excerpted from Michael Farmer’s forthcoming book Madison Avenue Manslaughter (LID Publishing, September 2015), Chapter 7: “Media Expansion, Media Fragmentation and the Balkanization of the Industry.”Continue Reading..

Will Coca-Cola, Priceline, Volkwagon or Cars.com Win the Super Bowl Commercial Wars?

Who will have the best Super Bowl Commercials in 2012? That's a question CNN anchor Don Lemon asked me on Saturday night.This year, the cost of a 30-second TV spot on the Super Bowl is running $3.5 million. There are three dozen brands participating in the commercial-fest, including Bud Light, Budweiser, Cadillac, CareerBuilder.com (go chimps!), Cars.com, Coca-Cola, Pepsi-Cola, Priceline and Volkswagen.What are the big stories this year? Here goes:
  1. Priceline Kills Off William Shatner: It's true, the man who has re-incarnated his career more often than any other actor in history may have met his match. Rumor is that Priceline will introduce the new spokesperson during the Super Bowl. Will it be Spock? Chekov? Lieutenant Uhura? (My bet is that they'll reincarnate Shatner -- after all, how can you kill Captain Kirk?)
  2. Coca-Cola Integrates Social Media Into the Super Bowl: The Coca-Cola Company has decided to reintroduce the Polar Bears in an innovative way. They'll be running regular 30-second spots, but the Polar Bears will also be reacting to the game and the commercials from a dedicated, live-streaming Facebook page.
  3. Cars.com Will Have the Most Talked-About Commercial: The biggest risk in doing a Super Bowl commercial is to spend $3.5 million to bore people to death. There's no risk of that happening with the new Cars.com commercial that has two talking heads coming from one body. My prediction? It'll be the most talked-about commercial around the water cooler on Monday -- 60% will love it and 40% will hate it.
  4. CareerBuilder.com Reintroduces the Chimps: The challenge CareerBuilder.com has always had with their chimps campaign is that people remembered the chimps but couldn't remember CareerBuilder.com. Will they fix that problem this year? We'll see next week.
If you'd like to see more information about some of the commercials mentioned above, check out my interview on CNN with Don Lemon below.Posted by Jamie Turner, Founder of the 60 Second Marketer and co-author of "How to Make Money with Social Media" and "Go Mobile." He is also a popular marketing speaker at events, trade shows and corporations around the globe.