Here are all of the posts tagged ‘John V Willshire’.
Our friend John V Willshire has been developing the analogy that “if advertising is a firework, social media is a bonfire”. We think it’s a good one, and very useful for simply explaining the difference between advertising and social media.
And for our non-UK readers, you can find out more about Bonfire Night here.
Update: As a counter argument, read Asi Sharabi’s On bonfires and that.
I spent a few days in Brighton last week attending the iMedia agency summit.
It was a great chance to mix with senior people from both media, above the line and digital agencies and discuss the challenges facing our industry (and, let’s be honest, get to know each other over a few beers).
We are an industry built around reaching out to a million people in order to affect a small proportion of them for our clients. It’s embedded in the language we use, the business models we’ve created, even some of the ideas we suggest and persist with.
However the opportunity exists to build conversations and relationships with the thousand people we originally wanted to affect in the first place… and if we create a great relationship between our clients and them, they will be more likely to be loyal, enthusiastic advocates of that company and their products.
Which is better for the company and the people. So I guess the big question is what role will the agency play in that world?
Of course, this is the question we setup We Are Social to help answer…
This week, the IPA published a report snappily titled Social Media Futures – The future of advertising and agencies in a networked society. A 10-year perspective, the launch of which was covered both by the FT:
Two-thirds of advertising agencies are not prepared for the industry changes prompted by social networks and new forms of digital media
For agencies used to what one senior executive calls a “broadcast mindset”, the social networking phenomenon and the way it empowers consumers can seem seriously scary. Which makes this week’s warning from the IPA that, when it comes to social media, the majority of agencies “aren’t getting it” all the more disturbing.
The Campaign piece includes some good analysis of the state of play, including this from Mark Collier, Managing Partner at Dare:
Social media should be viewed as a discipline in its own right and doing it properly will require genuine specialists who live and breathe it. But it will need to be closely allied to core marketing strategy and execution if it is to be relevant and effective.
And this from Steve Henry, the former TBWA\London Executive Creative Director:
The current agency model needs rethinking because it’s run out of steam. Remember that a lot of digital agencies are ten years old and you have to ask if they’re flexible enough to seize the opportunities on behalf of clients. Many clients are starting to feel that the agency they need doesn’t exist. That’s to say one that understands the mechanics of social networking as well as delivering the upstream strategy and thinking.
These are the very reasons we set-up We Are Social in June last year (combined with a similar malaise in the PR industry), and I’m confident that what we’re doing addresses Mark and Steve’s concerns head on.
Essentially, the IPA gathered a group of industry social media champions across agencies & media owners. Then bored them