Social Media. It’s Time for Ad Agencies to Be Creative

As ad agencies, we don’t need to apply old media applications to the most exciting new medium to emerge in decades. The real opportunity is for us to do something as new as the medium itself. The art isn’t in what social media does, it’s in what we do with it. What will it be?

I was recently introduced to Edward Boches through Twitter. He sent me a nice complimentary message which mentioned that he was with the Mullen agency.

Edward BrochesI had gone up against Mullen on a number of occasions for new business pitches so I checked out his Twitter profile. I was impressed to learn Edward is the Chief Creative Officer for Mullen (There aren’t a lot of agency creative directors that I’m aware of who understand or participate in social media).

From his profile I discovered the link to his blog “creativity_unbound.” Reading through his posts I was very impressed by his understanding and passion for social media. Then I came across a post that he had written, Twitter. It’s time for brands and agencies to get more inventive.”

My first impression after reading his post. Here is a creative director who get’s it. Who not only has a good understanding of Twitter but also social media.  Edward realizes that brands and agencies have been slow to get on the bandwagon but I get a sense of his excitement knowing what is going to happen when more agencies “get it” and we allow our creative juices to flow for how social media can be used.

A few excerpts from Edwards post:

While there are plenty of brands already using Twitter – GM, Comcast, JetBlue, Dell, and Starbucksto name a few– many of them are simply applying old media applications to one of the most exciting new mediums to emerge in decades.”

“Sure you can do all the things you did in other media on Twitter … the real opportunity is to do something as new as the medium itself.”

“Nearly 2500 brands have taken the initiative to tweet and connect. But as with any technology the art isn’t in what Twitter does, it’s in what you do with it. What will it be?”

My second impression. I’m not sure Edward knows how brilliant his post is from a new business perspective. Hopefully you’ll “get it” when you read it. Let’s just say if I were LowesBarnes and Noble or UnderArmor I would make contact with Edward ASAP!

If they are social savvy they would be monitoring what is being said about their brands, have already read his post and made contact.

Click on the title to read Edwards entire post:  “Twitter. It’s time for brands and agencies to get more inventive”

“If the ad community and marketing community with all of its creative and intelligent minds cannot find a solution for using, effectively using, social networks and user-generated content, it will be the greatest loss to the advertising and marketing business that we’ve ever experienced.”  Jack Myers, a leading media analyst

About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.

Comments

  1. premiersocialmedia says

    Great post Michael!
    Ad Agencies are slowly getting there. Most of them are afraid to get into the unknown. We are always approached by agencies who would like to offer the service to their clients but don’t know how or where to start. If it’s not done with the right strategy, it can be a great failure. Now there are a few good branding examples that can be used as case studies.
    AnaRC

  2. Thank you for your comments. I believe that the place for agencies to start is to use social media for themselves. For once, practice what they preach and use the tools they will recommend to clients. It’s a powerful demonstration to a prospective client to show them how your agency is involved in social media to build relationships and awareness. Social media “teaches” ad agencies to do new business the right way.

  3. Michael,

    I’ve enjoyed reading through your articles. You have some valuable insight and I appreciate your honesty. I recently wrote a post the ROI of Social Media. People are so addicted to analytics and tracking everything nowadays that they forget that the value of relationships goes far beyond revenue generated.

    Keep the awesome posts coming and best of luck.

    -JR. Farr

  4. J.R.

    Thanks for taking the time to comment and for your kind words. I fully agree the value of relationships goes far beyond the revenue.

  5. Michael – I also have enjoyed your articles – not sure how I came across you in Twitter but I’ve subscribed to your RSS. I am leading a search & media practice at a digital agency, and I agree that social media is not formulaic – the creativity is where the opportunity is. Creative directors need to immerse themselves in social media in order to truly get an appreciation for how the technologies work and how relationships can be formed ‘on the fly.’ As the social media space evolves, those who are first to market with a unique approach and success will benefit and copycats will not have the same effect. Creative and new ideas will be a huge factor in distinguishing companies in social. Thanks for pointing out Edward’s blog too.

  6. you’re absolutely correct. there are a few other agencies making strides towards social media, and looking to innovate rather than imitate.

    fallon (minneapolis)
    allen & gerritsen (boston)
    ogilvy (worldwide)

  7. Great creative is a little like obscenity difficult to describe but you know it when you see it.
    Problem with social media is that the New economic order like to be a part of something they perceive as being a part of.
    They want to lead and not travel down well worn paths. The reason I mention NEO’s is that they make up about 40% of the disposable income demographic.
    They spend more on premium stuff than the traditionalists and the 16 to 24 year old new punters.
    Nice article though. I guess we’ll have a closer look.
    Cheers. take care and get as much joy as you can everyday.

  8. Sorry. That should read, being part of something they themselves are perceived as creating.

  9. Michael,

    FYI:I tried to go to Edwards blog, however it must have been removed.
    Thanks for all your great posts.
    Tom

  10. Tom,

    I checked the link and it seems to be working fine. This is it: http://edwardboches.com/

  11. “Twitter. It’s time for brands and agencies to get more inventive” http://bit.ly/bEqn7x

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