Is it Dutch? I had a Poop once.Posted on 10 Mar 2010 16:44

Having read both the main article & the previous comments from everyone on this topic, I am sometimes awed by the immense scale and implications of what is lying ahead, and wonder if everybody is 'getting it', or have I simply lost the plot?

There definitely has been a hierarchical segmentation in the agency industry resulting from each new technological step in the world. Before the early Mac IIci's even hit our shores, I remember mocking up copy with 'letraset' of all things, and if you did not have a lightbox to view your tranney's and swish your traces, or a drawing board to stencil up a logo, you were in deep poop. They were the golden days of print, packaging, signage and exhibition design. Sure, ATL was in place with big screen tobacco commercials and other products along a similar vein, and to an alternate mind or budget, the radio was a healthy tool. But I don't think ATL was a key growth area as such or as much as it has become today. The introduction of TV is what gave ATL it's true wings, and enabled it to grow in leaps and bounds, and segregated the industry collective into more niche area's. With IT media implications exploding in the early 90's, what is really significant is that it has taken longer for the industry to adapt around the digital market, than the time it took for the TV market. 20 years later and we are still debating traditional vs digital. That to me is really significant, and pointless, and raises two questions: have we been dragging our feet to commit resources to the inevitable, or has it truly been a learning curve of note, that us *smart* people are still trying to get our head around? I personally am not a believer of the latter, and would even suggest that the industry has been deliberately stalled by the bigger ATL agencies, for fear of losing the vast and traditional profit margins. As 'leaders of men' - they are the ones at the back of the race.

I look at agencies like Aqua Online, that have embraced digital media with a vengeance, and are boxing way above their weight with any digital need. Yet the lumbering big five elephants are simply that..lumbering. So we have all these new platforms from 3 & 4G, Ali-G, wAP, touchscreen, whippedcream, streaming, pay-per-view, broadband, aliceband & satellite - all significant terms that define our new industry. We are definitely in another phase of splintering. Perhaps the reason it is taking so much longer this time round, is because technology in general is changing and evolving at such a rapid rate. Some of the bigger agencies are embracing the whole diversification plan, some are not. Some I think because they cannot afford to. One of the previous comments was that traditional will always be here, I agree with that, for the time being. And so will TV, and so will our new found digital media phenomenon. So why are things moving so slowly this time round?

If we wish to retain our clients in a one-stop shop relationship, then the answer in quite evident. Everyone has to diversify and provide all the solutions that complete the brief. Practically, that's actually impossible. Most will not, which (let's be honest here and not fool ourselves) will lead to clients spending less and choosing more prudently, targeting avenues of where and how they want to market. We all know marketing works Gordon, and the average Jo knows that too. They actually are quite savvy, and where to place that shoe, is the question that is now being asked. Instinctively, and ultimately, the new media industry is where they WILL land up. So where does that leave the big brick & mortar agencies that rely on the huge revenues that traditional ATL generates? Frankly, I don't care. And neither should any new young agency that can read the writing on the wall. My advice would be to diversify as quickly as you can, strengthen your digital media department, and utilize the traditional mediums as little as possible, or if you are currently unable to do that right now, then gradually wean yourself off the reliance, as digital media become more and more a part of our everyday lives.

Ultimately Mr Young, in your experienced heart-of-hearts, you know traditional will be reduced to a trickle and fraction of what it is today, and perhaps even die the death some believe it now deserves. Whether that be in 5 years or 50, it is inevitable.Posted on 10 Mar 2010 16:38

If digital media is electronic media as apposed to analogue media. If TV and Radio are electronic mediums, then that should make them digital media. Right? Dunno? Just wanted to ask you clever guys.Posted on 10 Mar 2010 16:30

Sorry, you're not a little bit bitter. You are totally bitter. Take it easy. Go for a ride. What's your beef with Jupiter, Ogilvy's and Joe Public?Posted on 10 Mar 2010 16:19

I think there might be some problem with the people who do the nominations, PRO does not only deserve to be nominated, but he was the obvious winner with his latest albumPosted on 10 Mar 2010 16:07

I was devastated to hear that Robyn had passed away - I will always remember him - he inspired me in so many ways. He was a fantastic leader at O&M and over the years nurtured so many youngsters through the creative department at O&M. He was highly respected, sometimes feared, but someone who could be relied on in tough times. My deepest sympathies go to Margarita, Kelly and Victoria.

Melanie SilbermanPosted on 10 Mar 2010 15:48

I had the privilege of meeting Robyn a couple of times before his untimely death. What I remember most is how he would listen to others and as if he had a recording in his head, would take great care in answering each point with great insight. He would then throw several curved balls that at some points took me by complete surprise and yet were so blatantly obvious.
His legacy is well documented and stands testament to his brilliant creative career. I wish to extend my deepest sympathy to his family and friends who feel the pain of losing a loved one.Posted on 10 Mar 2010 15:36

start cracking..... agencies that are good @ online:

Aqua
Stonewall
Lighthouse
Isobar
Purple Cow
Acceleration
Digivox
etc

The ones that still need to pick up the whip and start cracking or be whipped...
Jupiter
Ogilvy
Joe PublicPosted on 10 Mar 2010 15:31

Little bit bitter, are we? Dude, or Dudess, Agency people are smart people; not matter how old we are. We will, and have started cracking the digital medium that is now a part of the marketing mix. When TV came out, we struggled with it, but cracked it big time. When outdoor came out, we struggled, but cracked it big time. Digital has been around and we are struggling, but boy, or girl, we're gonna crack it. Big time! We're smart people, us lot.Posted on 10 Mar 2010 15:10

It's obvious that there is a lot of latent debate on the subject matter and some deep feelings towards agencies, so ...I'm looking for one person to speak at a MoMo (Mobile Monday) presentation at the end of this month (Cape Town, March 29). I would like to offer this spot to any Agency, especially Ogilvy, so that they can discuss how mobile and digital is being used as part of the marketing mix and what they believe the future holds. Any takers? give me a call 0823386967.Posted on 10 Mar 2010 15:07

Kenny made a big mistake by joining Highveld, he eventually lost his touch.He came back and look at what we are left with, the man used to be excellent in the 90's during that midday slot.

Just Ice is a revelation of SA radio, i mean the man is crazily fun to listen to he copmpletes a day before it even starts. Pay attention to the serious events happening in our contry and hear him taking them on the lighter side so that we are able to laugh at ourselves.....i mean that's therapy.Posted on 10 Mar 2010 15:06

Assumptions are bad, but one can normally look at the local agencies website first to see whether they are geared for Digital (ogilvy is not), their clients (not) and then the age of the staff members on key accounts (old in Ogilvy's case). After years of trying to get Ogilvy to spend more online, it becomes quite clear that it was and will never be on their media schedules as this comes from the top and they are very professional in finding ways to not use digital to fullly integrate campaigns and in doing to not always looking after the best interest of their client. Online is not for everyone and will not replace any mass media in the next 5 years in SA and only compliment it. However one should at least look a the medium when doing a media schedule Mr. not so Young and the rest of the Key account Managers at Ogilvy.Posted on 10 Mar 2010 14:45

Rhuey46, I do not understand how you perceive my comment on marketing as a contradiction? This is why there are usually two departments in large companies; one to perform the marketing function and the other to solicit sales. For example: If I know you are running a marathon and I tell you about a pair of running shoes that have all the qualities you are looking for in a shoe (marketing); I am not selling you the product, but I am giving you a reason to go to the store and possibly make a purchase.
Consumers have ALWAYS dictated to brands what THEY want; the difference now is that they have a forum and a voice where they are being heard by millions and not just the brands customer service department, therefore unless a brand wants to commit suicide they had better be listening and responding on a personal level.
I fully agree with your comment on the youth market and this is where digital and mobile brand communication is second nature and will continue to grow rapidly and have more relevance than traditional media but don't forget that the 45+ age group are the largest segment on Facebook where many iconic brands such as Coke have made a massive impact. What technology has done is to socialise media to become more democratic and therefore more relevant.Posted on 10 Mar 2010 14:27

How about including a Corporate Social Investment to give the bank's name a boost?

20 March 2010 is the World Head Injury awareness day.
See www.kznhealth.gov.za/headinjury.htm for more information about that day.

The whole of March is actually the Head Injury Awareness month.

21 March 2010 is the Human Rights Day in SAPosted on 10 Mar 2010 14:18

WB Nzimande is a living redio legend. How many others have been as loyal as him in this industry? May God bless you. Whoever is to fill those great shoes we, as listeners and loyal members of the station will support every good deed you may impose.Posted on 10 Mar 2010 14:12

I joined Ogilvy when it was still in the old building in Sandton. Robyn was a giant even then, and I remember finding it difficult to string a sentence together whenever I encountered his larger-than-life presence. But over the years, I learnt so much from him - both as a professional and as a person. He taught me that good branding was about honesty, performance and customer intimacy, and no brand did that better than Omo, with its cold water formula and testimonee advertising. Omo wasn't glamorous, it didn't win awards and when I started on the account, very few creatives wanted to work on it. But Robyn always maintained it was his favourite brand, and by the time I finished working on it 2 years later, it had become iconic within Ogilvy. Robyn also encouraged me, and a number of other hapless employees, to run the Comrades. He said that with discipline and training, anyone could do it. A group of us started running with him, beginning with gentle 2 km trots around the agency precinct. I eventually worked my way up to half marathons, going way beyond what I thought I was capable of, but never managed the Comrades, although many others did. Thank you Robyn for pushing me beyond myself. Thank you for reminding me to have fun along the way - you always laughed at my litany of strange surnames. Thank you for giving me the best foundation training a youngster in advertising could ever hope to have - you and a bunch of others like Mike Welsford and John Montgomery imprinted upon me so many enduring mantras, not least of which was that if you employ people smaller than yourself, you end up with a company of dwarfs. Ogilvy was full of giants. You were the tallest.Posted on 10 Mar 2010 14:07

Over the past 4 months they have been calling me twice a day. I started of saying I can't make it and I am not interested. They persisted in calling me! They call from a private number and due to my job I am forced to answer these...

I eventually told them I would go just so they will leave me alone. Did not go and they called again. I told them again that I will come! This happened six times and they still calling me!

Currently I am just slamming the phone down when they call, but they still continue to call me twice a day.

WHAT CAN I DO???? Surely this borders on harassment!?Posted on 10 Mar 2010 14:03

What a very surprising comment from a traditional ATL agency group that just had their worst year ever!

The future is integrated and as such we will all need to have all the skills of all the media available in the new marketing landscape.Posted on 10 Mar 2010 14:03

every aspect was amateur. someone should do a phd on this lot!!!!!!!!!Posted on 10 Mar 2010 14:00

Fact checking is always handy. Being "fast on the draw" with your Twitters and postings doesn't always pay. You guys are slipping up as journos.Posted on 10 Mar 2010 13:43