MarComedy: Don’t make me laugh

For what tickles my fancy in media, communications and life in general.

Agency of the Year?

with 2 comments

AdAge surprised me by naming ‘the consumer’ as its ad agency of the year. The pat on the back is nice but after Time did the same thing it just seems derivative. By selecting the consumer, Adage seems to want to send a message to the agencies. What that is, I’m not exactly sure. A wake-up call?

The ad community today is responsible for some very high quality creative.  For all the praise lavished on consumer creative, surely the year’s biggest YouTube hit is Dove’s Campaign for Real Beauty spot (created by Ogilvy in Toronto). And for every Mentos/Coke bit of viral magic, I’ve seen hundreds of gross, dumb, boring or deceptive efforts. The rise of consumer media is forcing agencies to adapt. No question. Digital media shops are in vogue, gaining both influence and budget share. Marketing selected promo shop Capital C as its agency of the year (vs the traditional big, sexy, creative shops that both it and Strategy have typically selected.) based on its mastery of consumer interaction.

Agencies are still leading the way when it comes to building and shepherding brands, but the consumer’s rising influence will force them to remain nimble, clever and creative. Toronto ad guys  Doug Walker and Sean Moffitt have thoughts on this too.

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Written by Jonathan Dunn

January 10, 2007 at 4:36 pm

Posted in Advertising, Blogroll

2 Responses

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  1. Thanks for the plug, Jon.

    I agree with you that Ogilvy probably should have got Agency of the Year, simply for Evolution and I think it would have made exactly the same point without the hyperbole.

    As much as I believe in social media, If any agency had the same signal to noise ratio that the consumer has in their efforts on behalf of brands, they would be out of business in a flash.

    Douglas Walker

    January 11, 2007 at 2:43 pm

  2. Doug,

    Completely agree.

    In fact, Adage would have done just as well if they had stuck with their original choice of DraftFCB – a major merger, then winning & losing the huge Wal-mart account has enough talking points and impact to justify the selection.

    The selection of the consumer just seems unimaginative and is a disserve to the audience and industry the purport to cover.

    It’s sensational rather than insightful.

    Jonathan Dunn

    January 11, 2007 at 3:50 pm

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