Getting out of tricky situations isn't easy. But along the way, I get to hang out with princesses (they never wear their crowns), camel jockeys (literally!) and famous (well at least quasi-famous) people...all for the love of media and travel.
Retail therapy was in order this past week. Hey, what can I say? Nice shoes are the cornerstone of any wardrobe. Add a pair of Louis Vuitton Racetrack Moccasins to a pair of jeans and a blazer and you're set for also any event or a 14-hour work day. Plus, you'll get noticed...the right way! Yet I digress..
So there I am looking for just the right purchase and I notice one of those blue 99-cent Ikea bags chained to the counter like copywriter to his desk on deadline. I notice the tag and you could audibly hear my gasp upon seeing the $2,145 price.
Little did I know that storied French fashion house Balenciaga released their “Arena Extra-Large Shopper,” a comically oversized blue tote bag. Of course, the Internet exploded drawing coverage from outlets like CNN, Forbes and the like. The bag hatched an outbreak of scornfully derisive news pieces, spiteful headlines, and enraged Twitter rants in 140 characters or less. And occasionally, some pretty good humor...
So what's the big deal on the media side of the world you ask? Well, the geniuses at Ikea took this as an open door to craft a brilliant response. On the insistence of its agency partner Acne, Ikea churned out a print ad explaining how to tell the difference between their bag and Balenciaga’s:
Click to Enlarge
In case you can't reads it, it goes like this:
How to identify an original Ikea Frakta bag
1) Shake it. If it rustles, it’s the real deal. 2) Multifunctional. It can carry hockey gear, bricks, and even water. 3) Throw it in the dirt. A true Frakta is simply rinsed off with a garden hose when dirty. 4) Fold it. Are you able to fold it to the size of a small purse? If the answer is yes, congratulations. 5) Look inside. The original has an authentic Ikea tag. 6) Price tag. Only $0.99.
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Pure brilliance, which just goes to show you that quick pivots and sage responses will always win the day, even during retail therapy.
Goldilocks says to choose just the right size agency...
With all of my awards show and hockey talk lately, I've heard from quite of few loyal readers, that I haven't given enough attention to the nuts and bolts of the ad business as of late. This got me thinking of my current passion [read: not working inside an agency and the grind that comes with it.] And, my 30-year career has seen me inside an agency for 23 of those years, so maybe I know what I am talking about. Maybe...
I've done the drinking lunches (now a no-no - see bullet #5 below), been promoted through anger management, and worked on both coasts. Working at an agency is a roller coaster ride of epic proportions. An adrenaline rush that defies imagination. but sometimes, you need to step away because the burnout factor is just as intense.
Three-plus years ago, I had reached my limits at an ad agency. I went to work running a communications department at a top secret location in Hollywood. I still run it like an advertising agency, but all of the politics and manipulations have been replaced with colleague camaraderie and a different kind of marketing angst. It's difficulty to articulate why working at an advertising agency is similar to being in the circus. Trust me, it is. Down to the carnies and the freak show stories you might see in The Elephant Man or an episode is Law and Order. This all led to rumored demise of the small- to mid-tier agency.
Looking in my rearview mirror, I have to tell you that the death of smaller agencies has been greatly exaggerated
Since the 1980’s, the anticipated shrinkage in numbers of the small- (less than 25) to mid-tier ad agencies (less than 100 people or so) has not happened. If anything, there are more of them! While worldwide mega-agency groups (starting with Saatchi & Saatchi back then) have continued to grow, merge, morph, and control more media dollars, the small, independent shops stubbornly remain. There are several reasons why even worldwide brands, as well as local or regional brands, prefer working with small- to mid-tier shops.
Relationships matter - Most businesses are small themselves, and those large enough to seek the help of an ad agency, PR firm or web shop prefer to do so, in most cases, with similarly-sized companies. In RFPs, a common question is about the agency's client roster and where the prospect's account would fit in the pecking order. Mattering to an agency's business translates to a certain amount of leverage, regardless of the added services or bench strength the larger agency promises it would give access to. All that added firepower that's promised sounds good, but in reality, how much will actually be used on your business?
The age of specialization - Almost as common as in the field of medicine, many small shops have become known for their areas of expertise, whether based on creative, or digital media, by client, or channel experience and reputation. Very often advertisers want the particular ingredient for which the small shop excels. It’s not uncommon for marketing departments of larger advertisers to manage several “boutique” agencies to keep ideas fresh and flowing.
The digital age - The advent of personal computers and the Internet have been the great equalizer between large and small agencies. As long as a small shop stays current with technology, they can compete with agencies twice their size; provided the brain-power and desire is equal to the task. The search ability of the Internet, affordable survey programs, and niche market research available off the shelf, has also leveled the playing field of category knowledge and competitive intel.
An appreciation for experience - Make no mistake; the ad business is a young business. Always has been and always will be. That’s because historically, many consumer brands (which constitute the bulk of advertising dollars) are aimed at a young adult demographic. But as the population has aged, the number of active, senior-level ad execs has also increased. Many of these are found as the hands-on ownership or leadership in small agencies that they themselves have started. Clients, in turn, benefit enormously from direct access to their tried and true wisdom and insight.
The end of the three-martini lunch - The move toward a more accountable approach to client service began in the 90’s, as accounting systems and MBA’s began to take hold. The recent Great Recession cemented this new, more austere reality. Clients, on the whole, are simply more overhead sensitive nowadays. They know intuitively they will ultimately be paying for all of those assistant’s assistants, lavish offices, and entertainment. Small- to mid-tier agencies, on the other hand, run leaner operations out of necessity. And smart clients appreciate the obvious stewardship of money – their money.
Demand for better service - As the ad business has matured, the associated mystery and mystique has diminished to a certain extent. Clients are less inclined to suffer aloof, prima donna creative directors, disorganized media buyers or absent-minded account executives. They want and expect more service for their marketing dollar. They have seen "the man behind the curtain." It’s been our experience that small- to mid-tier shops, even with smaller “bench depth,” deliver as good if not better service for most clients than shops that are much larger.
AD OF THE WEEK/MONTH/WHATEVER
The Horrifying Chuck E. Cheese Promotional Video
In honor of the company going public, I dug up this nugget of advertising. Yes, Chuck E. Cheese is about to go public. The IPO is estimated to generate over a billion dollars. The animatronic-filled pizza palace was created in 1977 by Atari founder Nolan Bushnell and is now controlled by the New York private equity firm that owns Caesar’s Palace and Harrah’s. That company, whose art-loving CEO spent $120 million on this painting, has added booze to more locations and smoothed over some of the rough edges of Chuck E., making him more extreme skater dude and less streetwise street rat.
Back in the days of this training video you might want to cross the street to avoid these characters:
This is beginning to be a yearly column all of the sudden...
My Los Angeles Kings* flamed out on their way to the Stanley Cup. Shoot, they didn't even make the playoff this year. Nothing left to cheer for in the 2017 playoffs except every team playing the loathsome Anaheim Ducks. Attention NHL: let's get this done ASAP.
Needless to say I'm a little depressed after watching this season. So many reasons including the Bob Miller, the vaunted voice of the Kings is retiring after 44 years and then the team's decision to fire the coach and the general manager right after the season ended.
To say I need a stiff beverage is definitely an understatement.
For once, I have to tell you that this column is written for more for me than for you. And so, if you don't want to read my catharsis about a sports announcer, I forgive you. Come back later for a new column or re-read an old Oscars column. Today, it's about a beloved voice that impacted me in ways too profound to truly describe...
Bob Miller is special for many reasons. None of which most would ever understand. In my sports universe, Bob was there for almost every high and every low. Bob Miller announced 3,353 Kings games, closing with this unscripted speech:
“It’s finally come to an end. I just want to thank all of you again, you viewers and listeners for joining us all these years. For your passion for Kings hockey, for your loyalty to the National Hockey League and I know all that will continue.
“I’ll be visiting with you and look forward to it because I’ve enjoyed visiting with your Kings fans all through the years. I’ll be at some games in the future and we will be able to renew those friendships and those visits and I look forward to it.
“But for now, with Anaheim winning in overtime, the end is here for me. So the only thing I have to say is good night and good bye.”
For those 44 years and nearly 4,400 games, Angelenos have been hearing those passionate words come floating out of that voice: the most passionate, most welcoming, most knowledgable voice in the sports universe. And if it feels as if this voice has been a part of your life forever, well, it probably has.
He has been as much a presence over these last 44 years as the cool ice mist and the sparkling spotlights that hover above the broadcast booths where he has spun his magical web of hockey tales. So how am I supposed to comprehend life after Bob, life after hockey's most iconic voice exited the booth for the last time?
When Bob first walked into the Kings broadcast booth, I was just a kid who was allowed in Jack Kent Cooke's office stuffing season tickets into envelopes. I went to so many games in the early years, that I only heard his voice on away games and home games that were sold out (those were the games I couldn't go to for free). In a game that featured non-stop motion and a rubber disk you could never see on a 1970's TV he drew a verbal picture that guided my hockey senses for nearly four decades now. It was one particular instance that forever engrained him into my life.
It was April 22, 1976. My Kings were overmatched against the Big, Bad Boston Bruins (yeah I hate alliteration too) playing game six at home trying desperately to force a deciding game seven. Try as we might, there was no ticket to be had for me. Staying at home wasn't something I was used to doing when the Kings played. After all I had been to about 100 games in three seasons. With the game NOT on television (imagine this today), I sat cross-legged in my dad's Inglewood apartment as I listened on my Toot-A-Loop radio, staring intently as if I was willing Bob's voice from the device. The game ventured into overtime and the playoff torture was on. Each shot resulted in a heart attack for this eight-year-old. Late into the fourth period of the game, the magic happened and I can still hear the words exploding from the AM dial:
So how do I capture the magnitude of Bob Miller, the meaning of Bob Miller, the majesty of Bob Miller? I guess it is not with my words, but with the words of the people who have known him best and whose company he has shared:
To some of you reading this, you'll say, "it only sports."
To me...to many...Bob Miller was the steady voice showing us the way. First, through decades of failure. Then through a pinnacle of success. He was the cadence of my life. The one steady force I could count on to get lost with after a bad day or celebrate on a good day. Surely, there will be someone decent, maybe good, maybe great, to replace him over the airwaves. But that all rings hollow right now.
I'll miss you Bob.
Hockey will never be the same.
#ThankYouBob
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AD OF THE WEEK/MONTH/WHATEVER
Panasonic was the trail blazer of the gadget mobility path. Making electronics smaller and smaller was a big part of the second-half of the twentieth century. The the Toot-A-Loop could transform from a loop that (kind of) fit around your one's wrist into a shofar-like horn contraption, and yes, it was also a radio.
The Cooper Hewitt Museum explains "Simply by twisting the swivel joint at its thinnest point, the radio opens out into a snake-like 'S' shape with a bold, circular station selection dial at the top and the speaker grill at the bottom."
In print ads, Panasonic emphasized how crazy such a radio was. It was no gray box. No, it was "as much fun to look at as listen to." While I opted out of the color model -- I went white -- the device that predominantly delivered Bob Miller voice during hockey games was beautiful with smooth, interesting curves. Good times...!
Toot-a-Loop Radios - great ads. Great sound. Better with Bob Miller.
Recent United Airlines ad offering friendly service...
Just a few days ago, I wrote that Pepsi should have called the Media Guy before their ill-conceived Kendall Jenner ad launched. Apparently all that was needed was for another major brand to screw up royally in real time to have them breathing a sigh of relief.
In case you missed it, here's the video Pepsi is quietly cheering about:
Before we go any further, you know what I am going to say...right? Yes, you're right, United Airlines CEO Oscar Munoz should have called the Media Guy. As a matter of fact, Oscar Munoz should have me on his speed dial. When in doubt on your media campaigns or crisis, call the Media Guy.
Instead Mr. Munoz did it his way and made a public relations crisis a complete disaster:
Note to Mr. Munoz: I know you were named PRWeek's U.S. Communicator of the Year, but even the best of us need some help. You know, "it takes a village..." and all. You should know already that you must offer a quick, unreserved apology when there's video out there. Get in front of it and fall on your sword.
I joked on Twitter that the bat guy from The Walking Dead going up and down the aisle on a United Airlines flight is the leading storyboard idea for the next big ad campaign for the positive media challenged corporation.
This is not really a laughing matter because 1) not only did someone get hurt (mentally and physically), 3) is a public embarrassment, but now 3) the stock price is down $1.4 billion after the video went viral.
No look at what you did. Instead, you only apologize for "having to re-accommodate ... customers?" Seriously?
You came off callous and uncaring with little self-awareness. But then you doubled down and made it worse. You took pen to paper and wrote a letter to your employees, describing the passenger as "disruptive and belligerent." So glad you let your workforce know that "employees followed established procedures for dealing with situations like this." You know what happens when you do things like this? Clever consumers start posting these kind of videos:
Rupert Younger, a well known public relations expert (and director of the Oxford University Centre for Corporate Reputation), agrees with me stating "The apology by the CEO was, at best, lukewarm or, at worst, trying to dismiss the incident," said Younger. "The CEO should make a better, more heartfelt, more meaningful and more personal apology."
And now, besides the stock drop, the internet ablaze and United is struggling to contain fallout from the incident. The top trending topic on Twitter is #NewUnitedAirlinesMottos, with users suggesting slogans such as "not enough seating, prepare for a beating."
So Mr. Munoz, as Pepsi celebrates you for taking the spotlight off them and Air Canada smirks that their #AirCanadaSux hashtags are pushed back a bit, keep in mind that the Media Guy is here with a few tricks up his sleeve. I left you a voice mail...have your secretary ring me, morning, noon or night. If common sense doesn't make you call, try looking at these before you go to bed:
I'm on a conference call with the big bosses of Strong Zero based in Tokyo trying to get them to change the radio ad that I penned. Why should I campaign for change? Take a look at the television version they made:
This is definitely NOT what I had in mind when they said they would float me an extra $800 in royalties for the added exposure on TV...Ugh...
All of this got me thinking about what makes a great radio ad. I have written nearly 100 radio commercials over the years. Some were great. Some were smart. Some were shlock. Nearly all worked and the clients were happy.
Why were they good? Well, I use a few principles that guide good copy. Take a journey with me...
A barn.
Blue skies.
A horse running through the fields.
A great image just came to your mind reading those words, right? But what color was the barn – red? What color was the horse – brown, white, black, spotted? And while the horse was running through the fields under the blue skies, was it a winter day with snow on the ground or were there wild flowers growing. Whatever your answer was, it doesn’t matter. The image that came to mind was relevant to you and that is the power of radio commercials.
Therein lies the the secret formula: regardless of who you speak to and who works on creating radio ads, they all share the same thought – ads on radio always tell a story and, if done well, it’s memorable.
When working on radio ads, here are some quotes that can help you remember what makes great radio.
“Speak softly…” While that may be a portion of President Roosevelt’s memorable phrase, it can also apply as advice if you want to get the listener’s attention. You could yell, and that might get the listener to remember you – remember that they don’t like you.
“I get no respect.” Yes, that’s a famous Rodney Dangerfield line and when he said it, it made people laugh. Humor doesn’t always work, and in fact it is difficult to pull off so you have to do it right.
“You really like me!” Sally, who wouldn’t like you? And like Sally Field, making sure that listeners like your commercials means that they will remember the message you send.
“I have a dream.” Those were the words of Martin Luther King. Those words drive a strong and emotional reaction today as they did back in 1963. Radio ads should always prompt an emotion – whether it is sad, funny, happy, etc.
“Rome was not built in a day.” Writing great radio takes time, patience, and work. Sometimes things that look good on paper may not sound.
“Tried and true.” Just because it’s been used before doesn’t mean it works. Keep away from clichés.
“If you build it, they will come.” Putting together a script for a great radio ad is good but why stop there? Make it great by putting just as much work into producing it as you did creating it. You can’t fake the sound of someone running when creating a sneaker commercial. It’s not believable and they won’t buy the product. Now, have someone really run while speaking. It takes it to a whole new level.
What is the most powerful use of sound? Silence. Sometimes the most effective sound is no sound at all. It causes the listener to “lean in” and really hear the message. When it comes to radio creative, silence really can be golden. AD OF THE WEEK/MONTH/WHATEVER
Radio will surpass newspapers in local ad revenue by 2021
Usually I bring you a clever new or TBT ad to spark nostalgia or your creative energy. But today, I couldn't resist telling you that radio is growing again! A new report from industry giant BIA/Kelsey foretells digital ad spending for local radio stations will increase with the fastest growing segment not being over the air, but rather on digital platforms.
BIA/Kelsey’s 2017 Investing in Radio report details that the 2016 digital advertising income of U.S. radio stations was up 14 percent. Online radio includes locally targeted online streaming advertising on services like Pandora as well as online properties of over-the-air stations.
The report found that by 2021, radio will surpass newspapers and become the fifth-largest media category among advertisers. Over-the-air income raked in the biggest piece of the pie at over $14 billion.
“In an age where consumers have many entertainment choices, local radio maintains its strength and popularity in the marketplace among national and local advertisers,” said Mark Fratrik, SVP and chief economist at BIA/Kelsey.
Direct mail remains the most lucrative segment of local ad spending. Radio revenue is expected to hit $14.9 billion this year, and by 2021, it will top $16 billion, according to the report.
The news-talk category wins the most improvement category with robust presidential campaign spending taking Washington DC's WTOP to the top spot with $67 million in revenues. $67 million? Who know that local radio could generate like this?
I'm waiting by the phone hoping Indra Nooyi, the CEO of PepsiCo, dials my ten digits so we can discuss their latest Kendall Jenner spot. I mean, I feel for Indra Nooyi because how many people at Pepsi are going to get fired? I say this is because I can't remember the last time a big corporation with deep pockets making this kind of advertising mistake. Before I get going on another media rant, take a look at the ad...
Isn't it lovely how the cola giant joined the fray in capitalizing on a Trump America where big business appropriates real feelings and related imagery from serious protests to sell product? All the while, corporations are minimizing the danger protesters encounter and the frustrations that inevitably get pushed within.
In a bit of Hollywood fantasy, the ad’s climactic scene shows a police officer accepting a can of Pepsi from Kendall Jenner, setting off riotous approval from the protesters and an appreciative grin from the officer. This is precisely the opposite of real-world experiences of protesting police brutality. Who knew police officers just needed a Pepsi to stop beating and shooting civilians?
Back to the rant...
...it's bad enough to have an ad that people don't care about, but what you cannot do with your media buy is produce a national spot attached to your product that people despise. You just can't do it and I am shocked that this even made it to air because it had to go through so many approval cycles jsut to get produced. This isn't one person's decision, there are executives after executive weighing in. A production team, writing staff, and more.
So we've arrived in 2017 in an interesting place where Steve Harvey messed up the Miss Universe announcement...when the Oscars get botched by Faye Dunaway (yes her and NOT Warren Beaty)...when Mariah Carey can get furious while lip-syncing onstage on New Year's Eve...that truly bad publicity is good publicity. We've arrived in a place where you get more attention by botching things to the point where you might think that some people might actually do things badly for the extra publicity.
But this mindset can't be what Pepsi was going for with the Jenner spot. My guess is that if you asked Pepsi, "would you like to go back and do it over again?" that they would jump on the opportunity. They are just too big to make such a colossal blunder. You never want this hatred anywhere near your marketing and advertising.
Lady on the left: “Hey, Kendall, why are you pawning your wig off to me?"
Maybe they were looking for genius to be assigned to them for this campaign, simply on the merits that nearly all of their ads work. There was no genius in this work and no brilliant strategy that this would get people talking and thus help the brand. I'm finding it difficult to believe that after all of the pop star ads and not-so-subtle shade at Coca-Cola that Pepsi wants to be edgy.
Alternative thinking was that Pepsi was jumping on board with the notion of being socially responsible would give them a leg up. Oh goodness no!
This is why you do focus groups and you send the spot to the team for a looksee and enable your staff to have a voice. The hope is that someone, anyone would speak up. Maybe someone spoke up and maybe they didn't.
C'mon Indra, one call to the Media Guy—before you spent millions on a campaign like this.—could have solved all of your issues. A simple review of your story boards or creative brief by your new Commissioner of Common Sense (that's me) would have saved all that embarrassment. My moderate salary or retainer fee would have already paid for itself.
A Pepsi Google search looks something like this...
A bit of advice...the ONE THING you cannot do with your advertising is offend the public at large. If you're working in your our creative vacuum or within a creative team and I ask, "what's the worst case scenario on our ad and how people react?"...what's the response?
The worst case scenario is definitely "offending the viewers" and staining the brand with offensive publicity. You want people to like your product. You don't want them talking about how another Jenner/Kardashian is jinxing your brand. These are same people who pixelate logos and brands out of their television shows.
So here we have Kendall Jenner catwalking down the street from Privilege Island to sell some cola while sashaying through real protests is at the height of misconceived notions. Staggering in its stupidity if you will.
With this in mind I feel sorry for the people who will be fired because today people are talking about Pepsi, only to laugh at it.
So Indra, one final time, please, for the sake of your brand: call me back. You'll be happy you did.
