World of DTC Marketing
Consumers are changing but most pharmaceutical marketing is stuck in the past
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Most Ad Agencies refuse to accept the fact that
consumers have the power
Nov/03/06 16:58 |
The agency side
His first
piece of advice: Stop worrying about the 30-second TV
commercial. The death of the TV ad is highly
overrated, he maintained, and "to talk about it is to
miss the point. Our industry is the best in the world
at short-form content. We should think of ourselves
as creators of short-form content, not 30-second
ads." Admitting to a bit of shameless promotion for
his agency, he showed "Waterboy," an animated
commercial that runs for more than two minutes,
created and produced by Euro's Paris office.
"'Waterboy' took on a life of its own" after it was
aired, said Mr. Jones. The ad's soundtrack, which
featured a cover of Queen's rock anthem "We Will Rock
You" sung by a French schoolboy, was a spectacular
success in France, where it was released as an album.
The album went gold and the single reached platinum.
He then criticized a popular trend in advertising today: the use consumer-generated content. "We've got to stop thinking that consumer-generated content is an idea," he said. "It isn't. It is a phenomenon." The problem with relying on communications created by regular Joes, he said, is that they "rarely create content with your brand strategy in their pocket." Uhhhh attention Mr Jones: marketers are no longer in charge of their brands consumers are. Leave to someone trying to save his ass to talk so much crap and ignore the trends in media. Mr. Jones would might want to take a look at the latest activity around the Dove brand generated by a viral video on YouTube.com.
With not a
penny of paid media and in less than a month, "Dove
Evolution," a 75-second viral film
for the
brand has reaped more than 1.7 million views on
YouTube and has gotten significant play on TV talk
shows "Ellen" and "The View" as well as on
"Entertainment Tonight." It's also brought the
biggest-ever traffic spike for
CampaignForRealBeauty.com, three
times more than Dove's Super Bowl ad and resulting
publicity last year, according to
Alexa.com. By
those measures, "Evolution" is the biggest
online-buzz generator in the U.S. personal-care
and beauty industries.
Mr Jones is a symptom of what is wrong with ad agencies today. They can't accept the fact that consumers are now in control of brands and that most advertising has become irrelevant. It's no wonder that at this time agency fee's are increasing at a time when they are providing less and less value for marketers.
He then criticized a popular trend in advertising today: the use consumer-generated content. "We've got to stop thinking that consumer-generated content is an idea," he said. "It isn't. It is a phenomenon." The problem with relying on communications created by regular Joes, he said, is that they "rarely create content with your brand strategy in their pocket." Uhhhh attention Mr Jones: marketers are no longer in charge of their brands consumers are. Leave to someone trying to save his ass to talk so much crap and ignore the trends in media. Mr. Jones would might want to take a look at the latest activity around the Dove brand generated by a viral video on YouTube.com.
Mr Jones is a symptom of what is wrong with ad agencies today. They can't accept the fact that consumers are now in control of brands and that most advertising has become irrelevant. It's no wonder that at this time agency fee's are increasing at a time when they are providing less and less value for marketers.
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