The Jordan Philips Marketing Blog - Internal Branding - Employee Engagement

Ad Age Headline that Kills Me

I couldn't make it past the headline in this morning's AD Age titled "CMOs annoyed by Ad Agencies, Ad Networks" (http://adage.com/ana08/article?article_id=131857). I did glance down and saw something about a broken agency model. NO SHIT...Really? Why is it that every one knows this except for Ad Agency folks?

The days of traditional advertising are gone. In thier place, CMOs need agencies that have entirely new skillsets. We are living in the time of marketing from the inside out...not the days of old where we would do mediocre creative and the largest possible media buy. GONE GONE GONE are those days. CMOs need agencies who understand the intricate cross-functional demads of changing business from within. You see, marketing has to cozy up with Sales, R&D, HR, IT, Operations, Customers and do it in a way that is retail focused, face to face focused, accountability, event focused and story / experience driven. Forget the old agency models and structures that only support traditional media. 

Wake up C-Level Ad Execs. Grrrrrrrrrrrrrrrr

Video is Still King...YES I did say that

For anyone who reads this blog, I could see how you might think that I am anti TV, Print, Radio, DM etc...well, to some degree you are right. But it's important to clarify things. I think BAD traditional advertising is a waste of money and when BAD creativity meets BAD medium you have an expensive disaster on your hands. Just turn on your TV...you will see what I mean.

With that being said...I have always thought that Video is King. There is nothing that can tell your story like video. If done right. Maybe the exception is your customers talking to each other; thats pretty good too.

Take a look at this Hyundai Commercial. No fancy graphics, No fancy voice over. No cute little jingle (BTW to all of the car dealers out there...STOP WITH THE $&#^% JINGLES!!!!!!!!)

I think it says enought by itself to make people think. Making people think and is good. Letting them have an inner dialogue (without you SUPER smart marketers telling them what to think) is much better. Almost perfect. Hats off to Initiative Media, Los Angeles for their work.

Optimism...When it really counts

OK…I realize that I am only 37 but I have gone through some hard economic times. The normal ups and downs of the economy…a few recessions (a.k.a. the "R" word) and even a Dot Com bubble here and there. As a business consultant I have worked with a great number of CEOs and CMOs who Zigged and Zagged through what was in front of them. Some making good decisions and some…well…not so much. When times get tough, the cream rises to the top and the gap gets a lot wider between the winners and the losers. This is the time when good decisions count the most and take this from experience, you can't make good decisions without a healthy sense of Optimism.

Here are my 5 tips for keeping your wits about you in hard times.

1. Maintain a Positive Mental Attitude and provide a positive sense of leadership and direction.
   
2. Stay focused on what's most important. Realign your goals and share them throughout the organization.
   
3. Keep everything that's good. This means good employees, good vendors, good customers, good service. Its OK to make cuts but do not and I will say this again, DO NOT sacrifice your quality or your values…not even a little.
   
4. Let your employees be part of the solution. They are creative, and they want to feel that they are somewhat in control of their situation. Let them take ownership and be part of the rescue team. This will also continue to build trust which is so vital in times like this. Beware of low trust actions…there is a real and true economic factor that affects businesses with low trust.
   
5. Find a way to get rid of YOUR stress. Get out and exercise. Set goals and make sure that you are getting enough sleep. Make sure that you are confident in your strategy. I say do these things because people will sniff out the fakers. They are looking for folks like you to be positive leaders who can steer the ship in tough waters. If you say one thing and project another, you are DEAD. So button up yourself and others will follow you.

Final Word:

There are winners and losers. Leadership, vision and execution…that comes…from you, can be the difference maker.