Media Owned Agencies.

Have a look at this http://adage.com/agencynews/article?article_id=143491 and if your still interested this http://econsultancy.com/blog/5809-media-company-as-agency-a-trend-long-overdue?utm_medium=twitter&utm_source=twitterfeed. Now I know I’ve blown the usual protocol of keeping readers on your page out of the water. But it was important to get a bit of background on this post first. So i’m thinking why the hell would any one go to a media owner to come  up with creative campaign?

Well, the first advantage I can think is that the media owners ‘agency’ gets the audiences mindset totally. The knowledge on tap inside the building through the content makers, the marketing guys and communications teams puts the media owners at a distinct advantage over external agencies (include the more niche agencies). The the record I’m assuming that it would be a luxury brand using the Conde Nast agency and not KFC.

Blue Sky Thinking - Ha

I’ve worked in agencies and the best the best ideas didn’t necessarily come from the AM/Ad’s who knew the clients universe inside out but also from people who have not worked in that vertical before bring fresh ideas and practices with them and cross pollinating (oops) these ideas across the business. Now I’m on the other side, I look for client diversity in an agency rather than expertise within one market. As a challenger brand/New entrant what other choice do I have?

I’ll be watching this development closely, I’m not sure it will be the best thing for creativity, but with the budgets behind them the ‘Inhouse’ agencies will no doubt be given a good crack to prove themselves.

Networking from the age of 7 (but I didn’t know it).

My girlfriend ventured out to the shops to buy the obligatory Friday night bottle of wine and came home with the Panini World Cup 2010 sticker album (along with the wine ;-)). I surprised myself by how excited I was with the purchase. It’s been years since I last purchased a world cup sticker album – I think it would have been Mexico ’86 or even Italia ’90. But anyway, as I was sticking players I’d never heard of into position I thought back to the days in school when whole breaktimes would be spend looking for other boys to swap doubles and get that all important ‘need’. I seem to remember each person would shuffle the whole pack and the other person saying ‘got’, ‘got’, ‘got’ ‘need’ should a sticker come up that they needed. How the hell we remembered we needed Gok Chung Pu from North Korea I’ll never know but we did.
What I’m writing about is that, this essentially, was my introduction to networking; each person potentially had something that we needed. So basic networking groups were formed. We even ventured into a rival school and formed networks after school with the network in there. As you get older you forget how easy networking can and that it can become a necessary bore. But if you think about it in the way we did when we were kids then it becomes fun again. It’s not the England badge I’m after nowdays but an essential bit of knowledge, industry gossip or simply a website recommendation.
Last night changed my outlook on networking but I draw the line at doing saking the kids at the train station if they have this year’s elusive player.