Category Archives: 4A’s Transformation 2011
4A’s Transformation 2011 Conference
Advertising holding company leaders gripe that the industry lags in tapping and nurturing good talent.
WPP’s Sir Martin Sorrell, appearing on a panel with IPG’s Michael Roth and Omnicom’s John Wren at the 4A’s conference in Austin, blasted the advertising industry’s “criminal neglect” in finding, recruiting, and keeping top talent. Instead of devoting time and resources to executive development, “if we need talent, we steal them.” he said. Holding companies should have a “chief talent officer” who identifies and nurtures good performers.
The three execs, in a rare appearance together, agreed that the industry needs to do a better job recruiting from business schools, film schools and art schools.
Sure, the ad biz competes with other industries for talent. But with so many people out of work and young college graduates eager to join the workforce, are promising, potential stars so hard to find?
These top industry executives probably weren’t around for earlier sessions at the conference when college students studying advertising and marketing in Austin asked questions about opportunities in the industry. (Perhaps the 4A’s should include promising ad students in part of their program next year…?)
Three cheers for Ronda Carnegie, TED’s global partnership director. She spoke up after the bigwig panel, saying “the best talent is sitting in your organization and you don’t know who they are…They’re there.”
There is a lot of talk at the 4A’s Conference in Austin this week about the “agency of the future.” One view: This agency won’t have 500 people in a building. It will have 50 people spread around the country. The crowdsourcing mentality will rub off on full-time employees. (“Freedom is something you have to put into your salary,” says Ignacio Oreamuno, president of GiantHydra.)
Draftfcb Executive Chairman Howard Draft says if he were starting an agency from scratch today it would be a digital agency with no more than 50 people. (Draftfcb has 10,500 employees.) Clients would have to pay a minimum of $1 million a month to work with the agency.
Nuts? Despite an industry in turmoil, there is, at last, optimism among ad makers about what’s next. Because of the chaos, says Peter McGuinness, chairman & CEO of ad agency Gotham, “there has never been a better time to be in this business.”
Transformation can be a scary and difficult journey for companies and individuals, as Sam noted in her introductory post.
Traditional agency executives certainly know that’s true. They have been blasted, as a group, in recent years for being head-in-the sand types who are reluctant to adapt in changing times. How many years have we been reminded at this conference that “the 30-second TV spot isn’t dead”? That came up as recently as last year at the ad group’s conference in San Francisco, where there was a lot of hand-wringing as one top marketer urged the jittery group to, at last, think beyond the 30-second TV spot. Embrace social media, they were told. Well, duh.
But, finally, signs of change. At the the 4A’s Transformation Conference in Austin this week the group is facing up to changing and challenging times–and agencies are trying to adapt. Many of the sessions and cocktail discussions (before the second cocktail) are about mobile apps, online video, crowdsourcing design, virtual collaboration, and brand-created content. Attendees—there are some 1,000 people at this conference—are eager use technology that’s transforming advertising.
- Web video is big and growing. In 2011 twice as many videos will be viewed than searches queried we heard Tuesday from Tremor Media. Marilyn Mersereau, CMO of Cisco, says 90% of all Internet traffic by 2013 will be video.
- Brand makers must become content creators. “Everything communicates,” Paul Woolmington, founding partner, Naked Communications, noted in a panel discussion on Communication Planning hosted by Antony Young, CEO, Optimedia International.
- Crowdsourcing is part of the future of advertising. “Collaboration is here,” Winston Binch, partner/managing director of Crispin Porter + Bogusky, said. One conference speaker, Tim McClure, co-founder of GSD&M, used the term “curativity,” noting that it may take some traditional agency jobs away. (How long before there’s a Chief Curator at agencies?)
Welcome to The Hit Board, the official blog of DiGennaro Communications.
We decided to launch our blog during the 4A’s Transformation Conference because DGC is deep in the throes of its own exciting Transformation.
The Transformation Conference kicked off this morning with a robust program of high-level content, punctuated by its “Transformers” presentations, quickie interstitials that offer points-of-view about how the industry is regularly evolving. In the spirit of the 4As Transformers, here are a few of our own…
- Fast & Furious Five: In January 2006, DGC had its official ribbon-cutting as a two-person team. Five years later, DGC now has close to 25 full-time practitioners – and our very own President, Howard Schacter– who strive each and every day to make our agency the leading PR partner for marketing communications, digital, media and entertainment companies. Thanks to this growth we relocated in January to a cool, new loft space in the Flatiron District. That’s a step up!
- Content is Queen: Melanie Wells, a former executive editor at Forbes and creator of its highly successful CMO Network, recently joined DGC to lead a new practice that we call Shine. Shine is a thought leadership and content development offering that focuses on executive positioning for organizations’ C-suites. This is an exciting new foray that we believe will help differentiate our clients from the industry’s indelible white-noise.
- The Hit Board: Since its inception, DGC has guided the thought leadership and social media efforts for clients ranging from global agencies to hotshot boutiques. Now that we have our own internal bandwidth (no time to focus on ourselves when there’s client work to do!), it’s time to practice what we’ve been preaching. The Hit Board is one of several new distribution channels you’ll be seeing from DGC in the coming weeks. This blog seeks to be a wellspring of ideas, news, videos, photos and commentary that are relevant and useful to the marketing communications industry at large.
Transformation can be a scary and difficult journey for companies and individuals. Believe me, in 2006 nobody was sure about what was next for the industry and that hasn’t changed a bit. But DGC opened its doors confidently in the middle of the nascent stages of the social-media boom, and we continue to be just as excited now as we were then about the future of our industry. More important, we are better equipped than ever to participate in its continued evolution.
We welcome your engagement and feedback in our social-media efforts, which start right here in Austin, Texas, at the 4A’s Transformation Conference.
You’ll hear from executive attendees via video interviews and editorial postings. Thanks for your continued support.
Next up is SXSWi, where we’ll continue our live blogging updates. Hope to see you in Austin…or on The Hit Board!