Cannes Lions Winners Make A Difference

I just opened up a page related to Cannes Lions winners.  If you are a hiring manager at your agency and you are looking for the something "extra" to take your work to the next level, consider bringing on a Cannes Lions winner or team of winners.  They do think differently and if you are able to attract winners that have a sustained history of success, you will see the immediate benefits.  For details check out the blog below:

http://canneslionswinners.blogspot.jp/

How to DESTROY your career in Advertising with 7 rules. (A real life story)

The quickest way to ensure you destroy your chances of advancing you career is to send an email out to a group of Recruiters in a niche market that goes something like this:

 

 

“So here’s my rules, and how it goes,

 

No, I don’t need Gaijins [foreigner]  (no offence) calling me @ my domestic office.

 

No, I don’t answer any ??? calls.

 

No, I won’t go visit your office to discuss my career plan.  If you wanna talk to me, you come visit me in my office or neutral place.

 

No, I won’t be calling you to consult you my career plan.  First, you mail me an offer then I might call you, only if I liked what I see.

 

No, I don’t feel urgent new job urge, only if money is great I might talk

 

No, I won’t go any lower than JPY 6,500,000 [US$71,000] unless its client side

 

No, I don’t want any job that is only AE [account executive] oriented or MP [Media planner] oriented; I want to work as both no just as one.”

 

 

 

This email came to “Dear all (recruiters)” in 2006.  Later in 2007 he emailed “Dear all” again letting us know he was ready for a move now.  Today, Jan 2013, I’m happy to report that despite his repeated request, he is STILL at the same company, but actually moved from their Tokyo office to their regional, smaller Osaka branch.  This is certainly no advance and his opinion of being a “catch” for any recruiter proved wrong.

 

If you approach a Recruiter, you should remember that in many cases we “represent” our client.  We are trusted by our client to screen out candidates for them and spend hours-upon-hours “judging” who will be a likely fit for our client and if we wish to put our reputation as a professional behind this person.  In the advertising industry in particular, it truly is a “people” business.  A business where you need to communicate a message to an audience, and the message he communicated to me was very loud and clear.  STAY AWAY.  I would never work with such a candidate and I also made sure my clients were aware of the attitude displayed.  Who wants to hire a person that is clearly trying to “bully” a recruiter and to be so naive about his position in the market.  The lesson to learn: When dealing with a reputable, knowledgeable recruiter, deal with them as if they were the ones doing the hiring.  This should always be your default and will put you in the good graces from the beginning. 

 

General Motors Pulls $10 Million campaign from Facebook - "it's Ad's don't work!"

Interesting timing with the IPO coming in days.  However, way too early to foresee a mass departure of advertisers. Simply, advertisers will need to ask themselves, is it right for them? 

"Search advertising—the kind Google provides—tends to be more effective on customers who are actively doing pre-purchase research. Facebook, on the other hand, is more of an entertainment medium; no one is shopping for cars on Facebook—a fact GM seems to have now learned."

Read more: http://www.businessinsider.com/why-general-motors-pulled-10-million-ad-campaign-from-facebook-2012-5#ixzz1v6slssGf

 

 

http://read.bi/KqKojb

LinkedIn becoming a strong platform for BtoB marketing

Check out this website I found at campaignasia.com

Beyond offering hiring soloutions and a chance for professionals to connect in a business setting, LinkedIn's marketing solutions offering has netted US$48 million in revenue in the first quarter of the year, which represents a 73 per cent year-on-year increase and 26 per cent of LinkedIn's total revenue. LinkedIn is a great platform for B2B marketing, as users are already in a "business" frame of mind when using LinkedIn, making them more receptive to targetted marketing from B2B firms.

Inspiring your employees?

The note above was put on the desk of a new employee at Apple.  A great welcome that certainly sets the tone of Apple from day one.

In my experience of working daily with advertising professionals for over 10 years now, I am always a little amazed how uninspired many of them feel about their own company and the way they are “treated” by their employer. In an industry where creativity and “big ideas” wins the day, an environment of support, challenge and inspiration must be the norm.  I wonder if advertising agency employers wake up every day and think how they can inspire their own people – and not just their clients?

A good challenge for all those managing people – try something new each day to inspire them! It can only lead to great work and enthusiasm.  And these two factors are a winning combination for any company!

 

 

Chinese student has two hits in 6 months with Apple and now Coke design.

Jonathan Mak Long, a graphic design student at Hong Kong Polytechnic University first came to the world's attention with a tribute logo to Steve Jobs on his death.

Now Ogilvy & Mather reached out to Jonathan to help them create a design for Coke. 

Based on the brief "Sharing a coke", Jonathan created a simple design with the coke ribbon.  Keeping true to an iconic brand image, this really is a lovely piece of work and I hope to see it go global!

Research from McKinsey & Company shows advertising drives economic growth

Having interviewed several thousand advertising professionals over 10 years as a Recruiter in Asia, I have sometimes come across the odd Advertiser that wonders if what they do, really is that important.  Making an TVC, having a poster put inside a train or creating a fan page on a social network site.  Rest assured advertisers, your efforts are a major contributor to the macroeconomics of the "world".

A new paper by McKinsey & Company demonstrates the role of advertising as an engine of economic growth.

  
The paper looks at the value of advertising in G20 countries (including Australia) from a global macroeconomic. It also takes microeconomic perspective, using Belgium as a case study.

Key findings:
·         Advertising fueled about 15 per cent of growth in GDP for the major G20 countries over the past decade because it generates new business (in some years the contribution was as high as 20 percent).

·         Advertising can contribute to a country's GDP and digital media can boost advertising's typical contribution to performance for both individual companies and the economy as a whole.

·         On a microeconomic level, introducing digital media to the advertising mix helped companies increase their revenues, market share, and profit margins to a degree greater than traditional advertising alone.

-          Digital media provided many benefits for the average company, contributing 16 per cent to profitability, 25 per cent to revenue growth, and 30 per cent to gains in market share.

-          Digital media produced its effect by enhancing the impact of print and broadcast ads, rather than by replacing them.