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My Wishlist
While reading this, I stumbled upon this. Don’t ask me how.
Anyway, The Top 10 Wishlist for Agencies of the Future was interesting, especially #3: Leverage Virtual Communities. Really? Um, okay. The list lost some credibility at that point, but, it also inspired me to make my own Wishlist (some “borrowed” from the original list):
- Know your shit (aka #1 on the original list). In an ideal world, BDC’s allow BDA’s to do all the heavy thinking (aka the strategy), but if a BDC isn’t confident that the BDA knows their shit, then they’re going to “interfere” with the strategy. Wow, just solved one of the marketing world’s biggest problems
- Use our newest assets. This would also be known as using our correct logo.
- Don’t bother cc’ing the Big Guy on your first creative attempt. He hates it and we hate it because it puts him in a pissy mood for the rest of the day. Your first attempt always sucks. It always needs a ton of revisions. Why even bother showing someone who actually has the power to instantaneously fire you something like that?
- Practice what you preach (aka “Agency Executives using the technology they are recommending”). This one always flabbergasts me. How can you give a presentation, say something sucks or highly recommend x when you HAVE NOT used the technology yourself??!! Still, there’s a lot of Top Execs or people in the space that I admire that never try the latest and greatest. They have ZERO social network accounts, they don’t have a blog nor do they read them, etc. Yet, they adamantly wax on either way based on… Yeah, the world may never know.
- Set expectations (aka “Ability to Measure Success”). We hired you because (we hope/think) you have more experience than us. Therefore, you should determine the best way to measure success of a campaign. Maybe it isn’t CTR or DR. Gasp! In addition, you should also be able to take the results and turn them into Executive Reports that (a) our Execs can understand and (b) are actionable.
- And a bonus one… be proactive. Show us new stuff. Bring things outside your realm to the table. A $15MM sponsorship deal with Microsoft? Oh yeah, we’re going to be insanely pissed you hooked that up. Even if we ultimately turn the idea down, we’ll still appreciate it and have more confidence in your skills and value.
Posted in Advertising, Interactive Media, Marketing, Rant
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