Lots of solid points, but isn't it about time we put the whole out-of-date Madison Avenue cliche to rest? I'm not sure there are any more agencies on Madison Avenue, but even if you mean it as a metaphor for big NYC agencies, it's still wrong.
There are no big agencies in NYC or anywhere else who aren't doing some good work in new media/non-traditional spaces. I don't work for one, but I know plenty of people at big agencies who are doing great, effective work across all media platforms. I'm pretty sure that DDB and BBDO (2 very big nyc agencies) won the most Effies this year (based on advertising effectiveness not creative coolness). Check it out. http://www.effie.org/ This whole trashing of the big NYC agency is a tiresome red herring. And a distracting one at that
Anyone who has ever presented to GM management knows that the problem isn't some old-fashioned obsession with TV, but GM itself. GM has been too lazy, self-involved and risk-averse to make the hard marketing decisions that any number of big or small agencies have recommended for years.
It's just as easy--and probably easier--to make expensive, unstrategic, pointless digital marketing as it is to make expensive pointless TV. Viral marketing in particular generally demands making the kind of provocative work which GM has never had the courage to make.
Thursday, June 4, 2009
What Madison Avenue agencies?
Just read a smart and well-intentioned blog post on what GM should do to truly reinvent its marketing. Here. Lots of good points, but it began by telling GM to fire their Madison Avenue agencies: "From a marketing perspective, you've become addicted to the crack cocaine of big budget advertising. " I find this a tiresome, inaccurate, distracting straw man that turns up in every post and article from every marketing strategist who wants to position themselves as a new innovative thinker. But what agencies are you talking about? Anyway here is my response (slightly cleaned up):