Schupp Company Blog

The Past, Present, and Future of Advertising

Friday, August 13th, 2010

I’m often not compelled to compile links throughout the week, but for some reason this past week has felt a little different.  With an influx of information coming through at all angles, sorting through the good and the bad can often be an agonizing issue, but this week the good just kept getting better and the bad decided not to show.  Below you’ll find some of the most well written articles I’ve read in the past few weeks.  What’s the common thread?  They all focus on the new, the old, and the in-between of the advertising industry.  Interested yet?  Read on.

This week we take a look at the past, present, and future of advertising.   We witness the end of a cultural revolution as Alex Bogusky continues to confess why he left the ad world to pursue a new life of fearless and sustainable creativity.  We read about what’s keeping advertising alive, and why those that say it’s practically six feet under are dead wrong.  We learn how to leverage social media and how to restructure the typical agency model to cater to a new type of consumer and more importantly, a new type of client.  Lastly, we’re given access to some of the most inspiring thinkers in the biz, offering ideas and insights on the future of digital and links to the most important books, blogs, and people leading the way.

And so it begins…

Advertising is Undead

When radio came out, print was supposed to die. When TV came out, radio was supposed to die. When the inter-webs were born, TV was supposed to die. The reality is that with every new medium, or adjustment to a medium, new tools become available to advertisers.  Those that claim “advertising will fail” are grossly misinformed.

Three Key Lessons to Learning Social

These are challenging times for corporations and ad agencies alike but they’re also exciting. The future is characterized by accelerated change and we all must respond accordingly.  You don’t sell to a community, you support it.  Business isn’t changing, it’s changed.  You want social media success?  Quit resisting the demands of becoming social.

Alex Bogusky Tells All:  Why He Left the World’s Hottest Agency

Over the past two decades, the ad business has changed utterly, with digital imploding linear 30-second spots, earned media usurping paid media, and consumers co-opting brand conversations.  Bogusky’s insatiable appetite – and foresight – for change kept him ahead and on top.  Find out how he got there, how he stayed there, how he defied those around him, and how business will change now that he’s gone.

Books, Blogs and People to Follow

The digital community is extremely open and collaborative when it comes to offering advice, recommendations, and insights on what is and isn’t working in the industry.  There are inspiring ideas floating around the Internet, but oftentimes you’ve got to know of the right people and the right places to look before you can truly benefit from the free-flowing influences of the community.  Edward Boches takes the guesswork out of the process.   Happy (un)hunting.

Tags: Advertising, facebook, marketing, news, schupp company, social media, trends, work
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The Huffington Post | Stepping Out to Be More Social

Thursday, July 29th, 2010

I just recently I read an article on the Huffington Post labeling itself as a social media company. While many rival editorials may scoff at the idea of social media ad buys and integration across the board, I think this is one of the smartest tactical moves that a publisher could make to take a significant lead in the era of content creation and distribution.

For those who don’t know much about the publication, the Huffington Post is a liberal/progressive Internet newspaper that has more monthly unique visitors than the Wall Street Journal, LA Times and the Washington Post (quickly closing on the NY Times). While being an online-only news source is probably the largest differentiator in the Huffington Post’s strategic plan, the approach that it’s now taking aim at ad sales is almost equally unique.

In a recent interview with Ad Age, Greg Coleman, President and Chief Revenue Officer stated:

“First and foremost, we are positioning ourselves as a social-media company, meaning that all of the great and powerful social marketing tools that have made the Huffington Post grow right now to 24 million unique visitors, we can now use to help our marketers beam their messages throughout the Internet, across the galaxy, and around the world.”

What does this mean? It means wider distribution, a viral spread of branded messages and a hell of a lot more eyeballs.

When talking about how the Huffington Post has implemented social in the past, they use GE’s healthyimagination campaign as an example:

“One example is a terrific project we did with General Electric, where GE has this whole campaign on ‘healthymagination.’ We allowed them to run advertising on anything tagged ‘wellness’ across our site. We then created a special share bar for GE, and any time you tweeted that article or retweeted that article or shared it, the ad module would go with it. So when you shared it with your friends on Facebook, the GE ad module would go there. When you retweeted it, [you'd get] the hashtag “GE healthymagination.”

This is the future of social. Creating campaigns that earn impressions through the use of industry experts, established news sources and identified thought leaders. The pub will earn the impressions, and the brand will pay for what’s been earned. We haven’t seen many ad models for social, so I’ll be keeping an eye on how this goes.

Quotes via @adage

Tags: Advertising, Huffington Post, social media, trends
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Advertising: It Seemed So Much Easier Back Then

Wednesday, July 7th, 2010

Looking at advertising and what it is now, it’s pretty easy to see that it’s nothing like it used to be. Sure, some elements remain the same. There’s a client, an agency, a brief and a creative execution, but the channels, the platforms, the programs and the strategic thinking have all changed drastically over the years.

It’s good to be in something from the ground floor. But I came in too late to be a part of the ad industry heyday. I’m getting the feeling that I came in at the end. The best is over. Advertising will never be the same. I think many Americans think that way. I think many advertisers do, too. The good thing is, I don’t think this is the end of an era. I think it’s the beginning of a new one. There’s a lot more opportunity around the corner. We just need to realize that things aren’t quite as easy as they once were.

The number one thing we need to think about, as we look into the future, is the idea that we can no longer market a brand to an audience. We need to build a community around a brand. It’s about marketing with people, not at them. Consumers have the power, and they will embrace advertising that treats them as fans. It’s getting easier to skip, block or refuse those brands that threat them like consumers. The model below states the evolution best:

In the past, advertising was about buying impressions. The future is all about earning them. As agencies evolve, we will continually need to focus on adopting new practices that cater to this new, radically different business model. The consumers have spoken, and they continue to get louder and louder as they go. This isn’t going to be easy. It isn’t going to be fast. But we must evolve. If we can’t be digital natives, we must at least be digital immigrants.

Edward Boches, Chief Creative Officer at Mullen, has a lot of great insights on the topic of what it takes to be a successful agency in the future. He states, “Digital isn’t about technology; it’s about the people. We want to do business with people, not companies. The focus shouldn’t be on telling a story; it should be about getting other people to tell it for you.”

With all of this I couldn’t agree more. As consumers, we have new sources of information (RSS, Delicious, Twitter, Buzz), the tools to create quality content (Flip cams, iMovie, WordPress) and the platforms to distribute our ideas (YouTube, Posterous, Tumblr). As marketers, the goal is no longer about producing the content ourselves. It’s about conceiving ideas that generate content from consumers. It sounds easy on paper. Getting it to happen is a whole different story.

The future is upon us, and we need to adapt now. Traditional advertising is still alive and well, but there’s a new agency model that’s impossible to miss. Communities looking to engage, collaborate, and share stories on behalf of a brand – it may not be the old industry model, but it most definitely shows signs of opportunity to me.

Tags: Advertising, social media, trends
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Facebookers Who Annoy Me

Wednesday, June 16th, 2010

Last year, CNN posted an article describing the 12 most annoying types of Facebookers. I rediscovered the list recently, after a friend had posted it on her profile. I scrolled through each description, hoping to find those seriously annoying individuals in my newsfeed called out for their negligence. For the most part, the author’s depictions were in tune with my own opinions. But I think there are many more aggravations that occur in my newsfeed that must be further addressed.

The Locator. Foursquare is the new big deal. I get it. But really? Oh, you’re eating at Bread Company? You just parked your car at the stadium? Guess what? I don’t care. But if you’re close enough to where I am, maybe I’ll come over and steal your hubcaps. That’ll teach you.

The LoveSICK Couple. The awkward topless engagement/pregnant family photos with the gentleman’s hands so casually covering the lady’s dirty pillows. The countless self-shot make-out pictures. The entire check-out-my-hot-man’s-abs photo album. Listen, love is a beautiful thing, but you’re making us all uncomfortable.

The EcCeNtRiC TyPeR ©©© A#. WE cAn’T rEaD wHAt yOu’Re TyPiNg wHeN It LoOkS LiKe ThIs, PLeAsE sToP. A heart or peace sign does not make you appear any more interesting. It does make you look like my 6^th grade notebook, though.

The Passive Aggressor. “Jessica is so glad she found out who her true friends are.” “Amy knows he’s with that b*!@#? right now.” Nothing spells coward more than broadcasting to your newsfeed what you wish you had the guts to say to a specific someone. Send them a text.

The Preacher. I can tell you what Jesus wouldn’t do: post his teachings in a status update.

The One-Upper. No one likes them in real life conversation. So don’t devalue your friend’s story in web life, either.

My Mom. I’m not going to target every mother on Facebook (some actually do have a built-in filter). But Mo-oooommm!!! Mushy-gushy, lovey-dovey sentiments should be shared via a Hallmark Card or some form of spoken communication! Not in the form of a wall post that all my friends can see. You know that phase everyone goes through where they’re embarrassed by everything their mom does? Welcome to my eternal hell.

I still love you, Mom.

So, really, the most important thing to do when it comes to Facebook: Think… then post. Or don’t post at all.

Now if you’ll excuse me, I’m going to post a status about my keyboard wrist cramp on the Schupp Co. Intern fan page.

Tags: facebook, people, schupp company, trends
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What Type of Artist Are You?

Thursday, May 13th, 2010

A new art print from Caudwell Tanner of DangerPress.com makes it easy to discern the level of artistic talent all you artsy peeps have. Finally, we have clarity!

Tags: Art, graphic design, trends
Posted in Art, Culture | No Comments »

Stop Creating Ads and Start Creating Useful Things that Advertise

Thursday, April 29th, 2010

I’ve been stuck to the computer most of the day but I’d have to say it’s been a pretty productive experience.  It’s amazing how much information you can find in the form of videos, podcasts (which I’m not sold on), blogs, Twitter Feeds, and Facebook posts. While a new client project has taken up most of my morning, I did come across a post this afternoon that really got me thinking.

In a video titled “The Way Forward,” Bob Greenberg and Barry Wacksman of digital agency R/GA discuss ways in which they are changing the framework of advertising – specifically digital.  What are they doing different?  They’re not creating advertisements; rather they are creating useful things that advertise – most importantly, what they call platforms.

People are reading and listening more than ever, however the digital landscape has changed the distribution channels. More people listen to music, but CD sales decline.  More people are reading, but magazines and newspapers are no longer the most prominent mediums.  Television is still a huge part of society, but DVR, on-demand, and online sites like Hulu have changed when, what, and where people watch.

What does digital allow us to change?  It allows us to change the way in which we place our media.  It’s no longer about what you buy; it’s about what you own. It’s not about delivering a message to a target market; it’s about bringing that target market to you.  How are the most successful agencies changing the landscape of advertising as we know it?  They are focusing on platforms rather than campaigns.

What is a campaign? At the most basic level, a campaign is something that comes and goes. It delivers a short-lived message to a consumer in an up and down cycle.

What is a program? A program is designed to create ongoing relations with an audience or a consumer. Most often a program is created with the intention of rewarding loyal consumers.

What is a platform? A platform is the future of digital and interactive advertising.  A platform creates long-lasting interaction between brand and consumer. It’s a unique application that often provides useful tools to an audience of individuals while also connecting them with the brand.  Let’s take a look at R/GA’s example.

Who’s heard of Nike?  Everyone.  But not everyone has always been interested in purchasing a pair of Nike Running shoes.  Campaigns have attracted the attention of consumers in the past, but a huge audience was still out there looking for ways to connect with the brand and the running lifestyle it promoted.  A platform needed to be created to connect user and brand.  What was the platform?  Nike +.

Nike + introduced a chip in Nike shoes that allowed users to track their runs on a computer.  After you were done with a run, you could log onto your Nike + account and see all the statistics associated with the run.  I’m sure everyone has heard of this.  It’s been around for about 3 years now.  Results?  Users have logged in over 160 million miles in 3 years.  The average user logs onto the platform at least 3x a week. The product was a huge success.

In 2008, R/GA took this to the next level. They hosted the largest race in World History. People could gather at one of the locations around the world, they could run in their backyard, on a treadmill, or they could simply watch others run online.  Individuals posted pictures, congratulated one another on message boards, and interacted with each other through different social networks.  The platform brought the world together, and continues to do so to this day.

We’re at a time when advertisers shouldn’t have to sell ideas to a client.  Advertisers should be there to prescribe solutions.  What does it boil down to?  Talent.  Finding individuals, who can tell a story, think outside the box, systematically manage the execution of an idea, and do what’s necessary to make it work. Advertising is an epidemic that makes some people sick.  It’s finally time to change that perspective. It’s time to find useful solutions that make the audience and consumer happy, healthy, and headed in the right direction. It’s time to build platforms to the future – now.

Tags: Advertising, interactive, social media, trends
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IDK What’s Up With Adronyms

Wednesday, April 7th, 2010

As the current copywriting intern at Schupp Company, I’ve had to aggressively grasp the concept of agency life. While my education has helped to nourish my skills as an ad junkie, one of the more important things I learned throughout my life is efficiency. And that’s one skill I’ve discovered that I can really use in advertising.

I’ve always had an affinity to save my minutes in various forms. Making the most out of a small amount of time is a great way to get things accomplished. I love quick-dry nail polish, the speed of a Starbucks drive thru in the morning, ordering pizzas from the comfort of my keyboard and even brushing my teeth in the shower. But, I was caught off guard my first week at Schupp when the first adronym (advertising acronym) was used during a morning status meeting.

I had a hard time catching on with all the “RFPs,”  “CGIs,“ “EADs,” “FSIs” and “ROIs” being flung around like a baby monkey flings its dookie. I have only recently begun to accept “LOL” and “OMG” into my daily vernacular. But I get the point: adronyms save time.

There’s a lot to do in an agency. Words must be shortened. Why would Mark Schupp waste time telling his employees to produce “award-winning, never been done before” work? AWNBDB works much better. It cuts three extra syllables out. The agency-wide status meeting acronym, AWSM, has progressed from a bunch of words, to a bunch of letters that spell out a much shorter word. We save hours with all these abbrevs and adronyms.

How much time do you waste spelling everything out? IOI (I’m Over It). S4L (Spelling’s 4 Losers). ASAT (Acronyms Save Agencies Time), so they can GAWO (Get Awesome Work Out), like RFPs, to the client, ASAP (…you know that one).

SEO! CPG! PPI! AA! AAA! AAAA! AAAHHHH!
Awesome! I feel better already. Time to go watch an episode of Law & Order: SVU.

Tags: acronyms, Advertising, trends, work
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