Posts about Ad

The adman and the ice age

I was amazed at the retrograde thinking from WPP chief Martin Sorrell in a speech reported by the FT. But Richard Edelman, head of Edelman PR, was even more gobsmacked. He blogged:

Now Sir Martin Sorrell is seeking to turn back time to a fairyland that he and other advertising executives knew so well, when media was only old media, when top down marketing prospered, and when control of the message was paramount. Sorrell’s speech… is absolutely stunning in its recidivism.

Among Sorrell’s gems as reported by the FT:

“How do you deal with socialistic anarchists?” he asked, referring to Craigslist, the popular, free classified advertising site that has been threatening revenues at US city newspapers.

“The internet is the most socialistic force you’ve ever seen,” he added….

Well, actually, I think the internet is potentially the most capitalistic force yet invented, empowering the individual and the small business to control their fates and their value.

It seems that Sorrell is defining capitalism as buying up ever more companies, since that’s what he does. But that, I say, is not the essence of the free economy. The individualistic anarchy — the free marketplace — of the internet is much purer.

The internet is not a socialist collective. That’s not to say that we do not end up acting in collective ways. The internet enables societies to form as well, even when they don’t know it — that is, when the data about our activities shows, after the fact, that great minds think alike. Still, the wired are not pinkos.

Sorrell next whines about media giving away content for free:

“They have decided – ‘if I don’t eat my children, somebody else will’,” … adding that he disapproved of giving away content for free. “You should charge for it if the consumer values the content,” he said.

Well, ain’t that ironic? Here’s an ad guy staring incredible new advertising opportunities and availabilities in the face and he can’t see that this is the greatest gift his industry could ever have imagined: the end of scarcity, the introduction of endless competition for ad dollars, lower prices meeting greater effectiveness. Wake up, mate!

Next, Sorrell complains that companies are losing talent because young people don’t want to devote themselves to slow-moving heirarchies. How shall I put this, Sir: Well, duh?

And then, as Edelman says, Sorrell gets to his real bottom line. Says the FT:

Sir Martin said that while his agencies and Google were co-existing, the search giant could make life difficult for the advertising industry. “We are Google’s third-largest customer, but on the other hand they are talking about an electronic media buying and planning exchange,” he said referring to a service where advertisers can buy and plan their own media campaigns without going through agencies.

Says Edelman:

The dirty little secret for ad agencies (and hence their holding company owners) is that the real money these days is made in media planning and buying, a model jeopardized by Google and by the dispersion of media which disrupts advertising price points.

Here is the reality. The peer-to-peer revolution has happened. The genie is not going back into the bottle. Paul Saffo, technology futurist,who addressed Edelman’s management meeting on Tuesday morning in Washington, said,

“We are shifting from information to media. Media is information when it is embedded into our lives. The mass media order that came in the 50s with the advent of television is shifting to personal media. Mass media brought the world to us on a one way street. Now in the era of personal media, you must answer back, you must be engaged. There can be no bystanders in this revolution….” . . . .

So there you have it, Sir Martin’s fervent wish that the world returns to a walled garden of proprietary content, a well manicured lawn and beautifully tended flowers where marketers reach consumers through saturation advertising or direct mail or other one way push tactics versus the Saffo/Jarvis/Gillmor view of a chaotic world of continuous discussion, learning from the crowd and remixed media where companies must cede control to gain credibility. To me the choice is as clear as Berlin before the fall of the wall and the Berlin of today.

[Full disclosure: I was brought in to run a panel at the Edelman management meeting in Washington yesterday.]

: FRIDAY UPDATE: The FT sums up the reaction to old Sir Martin’s daydreaming.

Classified

Topix adds local classifieds. Although free, that requires much local traffic to work. Since the company is controlled by newspaper investors, it’ll be interesting to watch the strategy. But I think the lashup of classified aggregator Oodle with the Sun is more intriguing. The cycle of distribution and aggregation will make this world go ’round.

One for the good guys

Hugh MacLeod wins an award for his wine selling.

Flickad

Two moves to put advertising on Flickr:

* Adverlab sends us to Marketallica’s idea of taking a picture of your books and adding a notes layer with links to Amazon together with your Amazon affiliate ID.

* Steve Rubel also reports on a deal with Nikon (see the MediaPost report here). Says Steve:

Nikon has struck a deal with Flickr to place Nikon branding on the site, including small logos next to photos that were taken with their cameras. In addition, there will be branding on the login pages as well as special Nikon-only photo galleries.

Follow the money

The Internet Advertising Revenue Report says that online ad spending in the U.S. is up 38 percent this quarter over a year ago to $3.9 billion.

Ah, but before you start crowing, fellow American geeks, see what Jon Fine says about online ad spending in the UK: He quotes the ad group Heavy M saying that online ad spending there is overtaking spending on national newspapers. Adds Jon:

What really caught my eye, though, is Group M’s expectation that 13.3% of all UK ad spending will go to the Web this year. That’s about twice as much as the Web will get in the US this year, if I recall the figure from a recent Merrill Lynch analyst report correctly. (And which I’d quote from if I hadn’t stupidly deleted.)

Once again, the Europeans are ahead.