Showing posts with label The Future Thinkers. Show all posts
Showing posts with label The Future Thinkers. Show all posts

Tuesday, May 19, 2009

The Future Looks Bright. Think fast. Think Smart... or Get Out of The Way.

Today Scott Goodson returned. (Insert dramatic SFX.)

I missed his writings over the past couple of weeks, and what a come back.


Scott and StrawberryFrog has always remained a very positive voice in this crazy ad world and in his blog today he pointed out the changes he is seeing in the current landscape and what the future is expecting.

Simple. Chief Marketing Officers (CMOs) are looking for more, better, faster.

Here’s is a few highlights from his blog post:
Things are getting busy. Very busy. So much so that I simply haven't had much time to write on this blog. After the economic collapse in the back end of 2008 and the first quarter of 2009, the phones started to ring again in early spring. First there were one or two inquiries a week. Now it's a new call a day.

I have been in touch with a select group of other modern agencies, and it's much the same with them. We are getting a lot of calls, most of them from large clients that previously worked exclusively with the very big legacy holding company agencies or networks.

This is a phenomenal sign for places like the FrogPond.

We've noticed that clients are looking for smarter, better, more effective and more efficient partners. Partners that are part of the solution, not the problem.

If current contact growth rates hold up, we could be witnessing the first significant shift in business away from the traditional agencies… towards new, more innovative firms with the competence and pedigree to strategically steward a brand and scale it with creative excellence in all media. Far-fetched? Perhaps. But if you understand the pressures clients are under… then you can see why they are searching for new options...

When we started StrawberryFrog ten years ago, it was virtually unheard of for huge major clients to award multi-million dollar accounts to new challenger firms. This is no longer the case. We have proven over ten years that you can do what huge clients need and want, but do it differently than the dinosaurs. Many of the calls we've received the past month have been from America's blue chip companies wishing to meet us and understand how we can service their businesses and brands differently from the legacy agencies.

For agencies like ours this is a welcome sign. "Yeah, yeah yeah", you say. Sure thing. But even in the face of that semi-corny line, these call do signal the importance of brilliant ideas, the resurgence of strategic and creative excellence, and not the focus on money or the crushing weight of bureaucracies.

Today, intelligence, experience, innovative and being agile as hell counts.

The pressures of the economy mixed with the media revolution underway are pushing clients to take hard looks at their traditional agencies and this is blowing the cobwebs out of the advertising attic, and creating new opportunities for modern…
It was once echoed in a song “The future looks bright… I’m gonna need shades”.

Sign me up.

Scott and StrawberryFrog continue to inspire me to change the way I teach and how my students need to prepare.

You gotta be smarter, you gotta be faster, and you gotta adapt.

Tuesday, May 5, 2009

New Roles In Advertisng

Scott Goodson posted this on his blog the other day and I found this very interesting.

We are moving forward in this business so quickly that the traditional sitting in a cubicle as an copywriter, art director etc. has become a thing of the past. The roles are being redefined everyday.

The new breed of "adlander" needs to bring more to the table and have a bigger vision of the role they can play.

From Scott Goodson May 5th, 2009

For a long time there have been the same old jobs in advertising. But all of a sudden there are new kinds of jobs out there in advertising which require new kinds of skills. New roles have started to appear in advertising that have not been here before. Like green shoots exploring upwards out of the grey brittle bottom of an age-old pine forest, these new roles have evolved because of what’s happening out there. More modern agencies already have them embedded in their teams, but if you’re thinking of a career in advertising, these new roles will become increasingly important for the industry as a whole.

Digital Presence Strategist

This person is a hybrid web strategist with curiosity about new technologies and a familiarity with mobility applications. This is not a media strategist or a technologist. This is a new role in the US. These guys have tended to be mostly Nordic because 3G happened there like 10 years ago or Japanese, and more recently British and or other Northern Europeans. This is the role on the rise in advertising. I use the term “advertising” because it’s the only short-hand word that carries the weight of strategic and creative excellence in all media, including digital and brand PR. This is a role on the rise because it is becoming important to have a strategic thinker sitting in the team who understands all the complexities of the social media scene, the mobility scene and all the innovation opportunities out there.


This is an idea generator who has a legacy in the digital space but is broad enough to come up with ideas that live in all media. This person must play across many disciplines. This role will become increasingly important because the emphasis, the value, and the fundamental business model for agencies has shifted away from a focus predominantly on execution to a focus on ideas.

Partnership Director

Partnering with ‘best-in-class’ individuals and firms is what enables agencies like StrawberryFrog to leapfrog the traditional legacy corporate agencies. This person’s role is to continuously manage the agency’s partnerships and be able to draw on the world’s best talent, tailored to a client’s specific needs. While all agencies work with outsourced talent in some shape of form (some more openly and overtly than others who hide this fact), this is now becoming a mainstream way of working in the evolving media revolution. And this role will become a mainstay of the best in class firms able to deliver for their clients globally and across many different disciplines.

Social Media-Whatever

I'm not going to write much on this. But anyone with any expertise in social media has been important for some time now, and this area of expertise will only keep growing.
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