Whose job is it anyway?

Yesterday, I read an article in AdWeek entitled Digital Dips Toes in PR Water: A need for earned media spurs big change. Now personally, I don’t mind if the digital folks want to dip their toes in my water - I dove head first into theirs - so to that I say, “Come on in, the water is just fine.”

The Adweek article discusses how social media coupled with increased competition to be noticed on the Web has led digital firms to create internal PR teams to develop creative ways to drive traffic to clients’ projects. These types of articles add fuel to the fire of an argument that is as old as the marketing profession itself - whose job is it anyway? Does PR get to call dibs on social media? Can the digital realm get in on the advertising action? Can brand managers master PR principles?

As these thoughts swarmed around in my mind, I had an epiphany…”Isn’t all of this stuff just a part of marketing? And doesn’t the client need all of it in order to sustain the longevity of a brand?”

Don’t get me wrong, I’m all for specialization - which is why I identify myself as a PR professional. But look at the evolution of agencies. Nowadays you’d be hard pressed to find a public relations agency that doesn’t have a digital or brand expert on staff or vice-versa. I think that’s what makes EOS a unique agency; our agency has a media neutral approach. We focus on the idea, and once it is established, we devise the best way to use our agency’s capabilities to convey that idea to its intended audiences. EOS has a range of expertise from branding and advertising to interactive marketing to graphic design to PR and more. This means that we’re a one-stop shop that produces integrated, long-term marketing solutions, which is what clients are looking for.

So what are your thoughts on this new integrated agency trend? Is it  the new normal in the marketing world?

The Client Factor

Last week Lauren and I went to SCAD Atlanta to speak with students about life after art school. Well, I spoke with them about life after art school. Lauren had much more professional and beneficial insights to share.

Since I’ve been working here at eos, my life has been a whirlwind of designing websites, concepting, creating print collateral, logo redesigns, anything creative you can imagine, I’ve had the great fortune to do it all here. And I love it. So on the way to speak to these design students, I took a moment to reflect on how different life is when you leave art school and enter the corporate world.

The biggest and most important difference is what I like to call “The Client Factor.” Simply put (but not so easily executed), you are no longer creating for yourself, you are creating for the client.

And creating for the client takes modesty and professionalism (something that a lot of artists have trouble with). It also requires you to establish a level of trust with your client. After all, this is THEIR money you’re spending. Their hard work has earned that money. It’s imperative that you are empathetic to this.

That said, The Client Factor requires thorough planning before you even consider the execution. A lot of times people think creative work is just making something pretty. Not true at all. You must have a concept. A strategy. A support system that assures your client you are handling their hard-earned money with the utmost amount of sensitivity and smarts.

Look at good design out there today, I promise you it was made possible because of a domino-effect series of events between the client and the creative.

1. A plan was established
2. Trust developed between the client and the creative team because of this plan
3. This trust allows the creative to have more leeway when developing the work, leaving both companies with work that they all can be proud of.

So, in looking back after art school, I’ve learned that it is no longer about me. It’s about the client. It’s no longer about me. It’s about the client. If you’re a creative, say this over and over and over. And then over again. Because it can be tough at times. But if you can get that burned into your brain, I assure you, everyone involved will come out on top.

Is advertising dead?

Ah, yes. Is advertising dead…the most frequently asked question in this ad-soaked world we live in.

The truth is, it’s not dead. And I’m not just saying that because if it were, I would be out of a job. A few days ago I saw a commercial that proved this very point to me. It was one of the new Amazon Kindle commercials.

The light-hearted tone, cheery music and unusual film technique spoke to me. I actually walked away from viewing this commercial not wanting the last 30 seconds of my life back. And it got me thinking…why do I like this commercial so much?

I liked it because it spoke to me emotionally. It didn’t tell me how great the Kindle was or how much my life would benefit from it. No. In half a minute, they managed to do nothing more than create a world I want to be in. A world where things are whimsical and fun. It was a break from reality for me. And sometimes that’s all that advertising needs to be to be effective. An emotional break.

So to those who think advertising is dead, I ask you this: What is your definition of advertising? Because if it is spouting off the benefits of your product or service with no regard to your target audience or watching an inanimate object crack dumb jokes and use bad puns, then yes, advertising is dead.

But if your definition is connecting to the consumer on an emotional level, then advertising not only isn’t dead, but never will be. Because in pulling an emotion from someone, advertisers must continue to challenge themselves to speak to the consumer in a way that hasn’t been done before.

Click here to view the Kindle commercials.