Finally, an agency website that’s functional. CP+B (part 2)


OK, so they really weren’t lying.

My post went up this morning and in the 5hrs it’s been live over 30 people have been driven from Crispin Porter + Bogusky’s new website through to my blog. Reason being that the post appears on their home page (see details below).

CP+B home page - Dom Hind Collective reference

CP+B home page - Dom Hind Collective reference

CP+B home page - Dom Hind Collective reference (detail)

CP+B home page - Dom Hind Collective reference (detail)

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FINAL THOUGHT:

Imagine if you were pitching against these guys and wrote a couple of articles about your agency vs Crispin. It could definitely be interesting.

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How can ad agencies survive the GFC? Rethink their approach – Agency Nil


This is a great idea from a US agency where the client has the ability to pay what they think the idea is worth. It’s a little risky, but a great way to tackle the GFC (global finance opportunity) and the lack of perceived value that clients have in agency’s work.

Agency Nil doesn’t show any of their work on the website, but their idea is a great. They have just updated the site to include a chat function too. They aren’t there at the time I’m writting this, but no doubt when it’s a weekday and normal hour there is someone there.

Agency Nil - home page

Agency Nil - home page

Agency Nil - How it works

Agency Nil - How it works

Agency Nil - The Deal

Agency Nil - The Deal

Agency Nil - Why?

Agency Nil - Why?

Agency Nil - Chat window

Agency Nil - Chat window

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LEARNINGS

  1. Adapt to the environment – rather than let the economy get you down, you need to adapt to survive. If the recession takes your job, rethink the way you do things. Help turn the agency model from headhours into a value game.
  2. Gather like minds – like minds can help push you further and do things that you aren’t necessarily comfortable with.
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iSchool – Digital training for advertising agencies


The more people you can educate about your discipline, the more people you can encourage to do the selling for you.

My core discipline is digital and I love trying to teach as many people as possible about it. However, there are a lot of people within digital/online/interactive who think it is best to keep up the barriers and ensure digital is the mysterious black box it use to be.

While I was at Y&R Brands, I put together an 10 week digital training course to try and educate all traditional account service, creative and production people about digital – making sure that everything was easy to understand and translatable to traditional advertising speak.

Below is an overview of the 10 week course and the homework for each week.

iSchool loging screen

iSchool login screen

Week 1: Introduction to Digital Strategy
Synopsis:

Learn the how’s and whys of the internet and how you can use various tools for branding, lead generation, acquisition, promotions, retention, distribution and customer service.

Homework:
1. Find at least one interesting advertising/ interactive blog & subscribe to a blog aggregator. Submit links & comments to our blog.
2. Find a blog that might be relevant to your client’s industry & subscribe to it.

Week 2: The Internet Consumer
Synopsis:
Who is the Australian digital consumer? What are people doing online and when? What does the global digital consumer look like? How does online compare to other forms of media consumption?

Learn the online demographics and segmentation and the different interactive environments and the marketing, media and targeting opportunities they present.

Homework:
1. Find at least one article on Forrester’s Technographics and identify which segment you belong to.
2. Start thinking about how current campaigns can be segmented into smaller, tailored groups to communicate a more relevant message.

Week 3: The Digital Marketing Toolbox
Synopsis:
What sites can I use to make me look like I understand online? What are the tricks to the statistics? Where do I find the “next big thing”?

New digital tools are becoming available all the time, and the secret is knowing how to use them.

Learn what you could do with tools like digital television, online sponsorship, rich media, classifieds, games, viral, blogging and podcasting. Then, how to integrate digital channels with other media and reap the benefits.

Homework:
1. Set up your own blog & experiment with vlog, moblog & photolog techniques. Submit comments and the link to your blog on the iSchool blog below.
2. Start thinking about what online tools & applications could be relevant for your clients Upload ideas to the blog (reward for best ideas)
3. Log in to The Loop & After The Click. Investigate!

Week 4: Internet Campaign and Media Strategy
Synopsis:
What is the process? How do I include interactive? How much does it cost? Understand all you need to integrate online into an overall strategy. What sort of planning tools and key metrics are used? What do they mean?

Learn to evaluate campaign effectiveness, return on investment and budget requirements and optimise campaign conversion. Explanation of After the Click®

Homework:
1a. Have a look on an online advertising aggregate site & find your favourite rich media execution.
1b. Find an online advertising execution that has got it wrong. Submit links & comments to our blog.
2. Think about upcoming campaigns you have & where you could potentially be using a tailored & segmented email or online advertising campaign.

Week 5: Search Marketing
Synopsis:
What is a keyword? What is search engine optimisation vs search engine marketing? Why did Google grow so quickly?

Search engine marketing is both an art and a science, and understanding it is crucial.

Discover how to optimise a site for better positioning in search databases and how to deploy, track and optimise search engine marketing campaigns. Understand the current and future trends in search marketing.

Homework:
1. Pick one of our clients:
a) Think about 5 keywords that might be important to them.
b) Go to Google, Yahoo! & Sensis and do a search on all five words.
c) Note where our client appears on the blog & any observations about competitors or the client’s search engine activity. (paid vs natural) (brand vs keyword)
2. Ask your clients if they have registered their company details with Google.

Week 6: Creative Strategy: Being Creative Online
Synopsis:
How can I push the boundary online? What is the latest and greatest creative? Did it actually work and deliver against the objectives?

Online offers even more creative opportunities to talk to the audience. Learn how to develop an internet strategy and how to integrate creative ideas on and offline.

Homework:
1. Look at your clients’ microsites & see if there is anything you can improve from a usability perspective.
2. Review an email you received. What was good, bad & could be improved?

Week 7: Web 2.0
Synopsis:
What is web 2.0? Why has there been a change from web 1.0? Learn more about new digital tools and social networking sites. Discuss how these can be relevant for your client and leverage business objectives.

Homework:
1. Find a website that is using web 2.0 principles: What do you like about the website? What don’t you like about the website? How would you improve it?
2. Think about a client campaign & where some of the web 2.0 principles would be relevant. Customer communication & feedback
3. Sign up to Twitter & submit 4 posts.
4. Find a social network site & apply the honeycomb rule Outline what area you think it is focusing on

Week 8: Email Marketing
Synopsis:
What can I track in an email? When is the best time of day to send an email? How do we segment an email? Understand when, how and who to deliver emails to, ensuring you have the right message for the right person at the right time – with extremely measurable success.

This lecture will detail eMarketing best practices as well as mandatory processes to follow when developing websites.

Homework:
1. Go to Google & sit through the Google analytics video. Provide examples for your clients of where you could use it.
2. Identify where a website could be used for your client. Run through the 7 steps.
3. Subscribe to a number of different emails (retail, newsletters, product launches, etc) Write some common themes, your thoughts about messages, subject lines & offers.

Week 9: Mobile Marketing
Synopsis:
How can mobile marketing build brand equity? What are the different types of mobile marketing? Is SMS all I can use? What is WAP?

Understand a brief history of mobile marketing and how we use it in the agency. Explore the future of mobile marketing and the possibilities for emerging technologies.

Homework:
Revise everything!

Week 10: Pitch

Synopsis: Pitch to show understanding of the the last 9 weeks. There will be three guest judges (clients) who will award the winning team.


RELATED POSTS

Campaign set-up vs maintenance: what’s a fair split?


As an industry we are stuck in the ‘set and forget’ mentality. As soon as a campaign goes live, we all quickly pat ourselves on the back and move on to the next campaign, only thinking about the campaign when there is downtime (not often) or the campaign is close to finishing. The reason for this is that often there is no consistent process or methodology behind implementing a continuous learning culture. Unless maintenance/optimisation is ingrained in the people working on the campaign, it really doesn’t happen.

To try and change this mentality (both within the client and internally at the agency), we have recently introduced a 80:20 split with our clients. From their overall campaign budget, 80% is dedicated to the initial set-up of the campaign and 20% is dedicated to the ongoing maintenance/optimisation. Ideally, the split should be 60:40, but until we can prove the benefits, 80:20 is a good start.

What’s included in campaign set-up? Set-up is the initial campaign creation. It’s the awareness generating elements (online advertising, offline advertising, 1-to-1 advertising, social networking) and the engagement elements (microsite, corporate landing pages, stores).

What’s included in campaign maintenance/optimisation? Maintenance/optimisation is any updates made to the campaign after launch. It’s the creative optimisation to the awareness elements (rotation and testing of all executions – online being easier and quicker to test and understand results) and results optimisation to the engagement elements (content structures based on search results – both externally and on the site, creative testing and rotation.

WORD OF WARNING

To make sure this is a success, the following need to be considered:

  1. Owner – there must be an owner within the agency to drive this. The best person to do that is either a Data Director or the Account Director. Equally, there needs to be an owner on the client side. Someone who understands the numbers (ROI, CPA, CPC) and the need for making campaigns a success.
  2. Benchmarks – initially, there must be some targets or benchmarks set. Over time these benchmarks will become more realistic after campaign data has been collected and analysed. During the first campaign period, it is critical to ensure that the benchmarks are revisited and molded to reflect the results.
  3. Consistency – all communications (reports, results) must be delivered in a consistent manner: same time frame, format, benchmarks and structure. This will help the client and agency to understand recommendation, requirements, improvements and work more seamlessly together.
  4. Relevance – any recommendations made within maintenance/optimisation must be relevant to the client and the campaign. The recommendations must also be achievable within the remaining budget.
  5. Budget – to ensure the maintenance/optimisation budget doesn’t disappear to fund additional media or other creative ideas, it must be included in the original estimate and signed off by the client. This ensures that the campaign will be remembered and not just put on the ‘set and forget’ shelf.

SUMMARY

The set-up/maintenance strategy is extremely important, particularly now with the current economic downturn. The best and worst thing about interactive is it’s accountability and we can justify why we recommend doing things and what the direct impact is on our clients results.

Written by Dominique Hind.

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Think about the consumer – hero the search box


Google have trained us to be impatient. We go to a website and expect to find the information we want or something that will lead us to the results quickly. If we don’t get what we expect, we start to get annoyed and bounce off the site looking somewhere else for the information we need. More often than not, we bounce to a competitors website. If they have the information we need, we stay and research more. If not, we continue the search pattern until we find what we need.

As consumers, we know our own site behaviour and research habits, so why isn’t that influencing us in our website designs. Both agencies and clients get so caught up in making sure the site is pushing the best creative or as much copy as we can rather than thinking about the consumer. The consumer is the real reason we build sites and when they arrive at a site, normally, want to get in and get out of a site really quickly (with a better understanding about the product/service).

The majority of sites are developed to sell something or provide information so consumers can make an informed decision about a product/service, however, we (agency and client) try to push the information we think consumers want rather than understanding their mindset or purpose for visiting the site. One of my favourite examples of how this has been flipped on its head is with the VW UK website.

This site really thinks about the consumer and why they have come to the site. It understands the mindset and the reasons they have visited. It provides clear reference links through to deeper content that is relevant to different audiences. Those five statements show that VW understands its audience.

VW UK website as at 17 September 2008

VW UK website as at 17 September 2008

VW website audience statements as at 17 September 2008

VW website audience statements as at 17 September 2008

Another company that gets its online audience is ZAAZ. This has been one of my favourite websites since it launched last year. It is applying the Google principle that audience control (consumer control) is key when visiting a site. As soon as the site loads, you have the option of surfing through the navigation available or asking a question that will immediately take you to the search results you are looking for.

ZAAZ home page

ZAAZ home page

On the home page, I typed in what is data smog. The response to this question is in the screen grab below. It provided a brief overview and links to areas of the site that can provide more information. I love it because it means you can get in and out of a site really quickly without wasting time looking for content that you think would be easy to find.

ZAAZ home page response

ZAAZ home page response

LEARNINGS

How can we apply this to our clients? Quite easily.

  • When you get a brief for a website (even if it is just a refresh), think about why someone is visiting the site. Break it down into five key areas and see if there is a question or a statement that summarises it and would make it easy for the consumer.
  • Make the search box a hero on the site. Consumers are comfortable with search, so take advantage of it. Not only is it a great way for consumers to get the information they need quickly, but it’s also a good research tool for companies: What content is important? How can we highlight that information? Is there a campaign we can create around that content?

Key theme: think about the audience.

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Transition management & knowledge acceleration


People churn is extremely costly to any business. There are the costs associated with knowledge loss, information transfer and getting new people up to speed with company structures, clients, operations, expectations, etc. So why don’t more companies invest more time and effort to get new people up to speed quicker?

A lot of companies think they do have an induction program, but not many deliver it or continue to intergate it. I know that throughout my career, I gave lip service to an induction program, but have never really received or invested enough time in new people.

When I read The First 90 Days, it got me thinking about the transitions I have made throughout my career, and that I should have invested more time in putting together a structured set of questions/knowledge transfer to help guide me through any transition (ie I should have invested in my career rather than expect other people to do it for me). Companies expect you to hit the ground running, but it is hard when you don’t have all of the information (or you haven’t prepared anything).

I realised that I didn’t go into any of my new jobs with a plan or with a list of questions that I should have asked to get me up to speed quicker. Watch out Burnett’s. I have already questions for the different departments within the agency: finance, HR, clients, creative, digital, strategy, production, management, etc.

As a sneak peak, here are 10 generic questions I want to know about each of the client groups:

  1. Who is our primary client? Who is the supporting client/s? Who are the client partners we work with?
  2. What is the clients’ marketshare?
  3. Who are the major competitors? When was the last competitive review?
  4. What is their annual spend? Media? Production/agency?
  5. What is their typical activity? How open are they to doing new things?
  6. What are the clients expectations?
  7. What is working for clients within digital? Are they using any other digital providers? What are they getting from those companies that they aren’t getting from Leo’s?
  8. What services have organically grown with the client?
  9. Where are client details stored? Is there a central location?
  10. Does every client have a client plan?

The more time and effort spent in the first three months, from both employer and employee, the quicker the new employee (or me) reaches the break even point.

LEARNINGS

There are three key learnings to take out from this:

  1. Read ‘The First 90 Days’ by
  2. Think about what you know about your current role: How much of the information/knowledge is going to be the same? What else do you need to know?
  3. Put together the list of questions that you need answered in the first week, first month and first three months. You don’t need to go through these question by question, but it can be a checklist of questions you need answered in conversations.
  4. Refine your questions over time based on information you have received.
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Nobody can guarantee your job, except customers


After eight beautiful nights in The Maldives, I’m very much back into Sydney life. It’s definitely one of the most beautiful places I have ever been and provided an opportunity for me to disconnect from the digital world (no laptop but connected phone), read books (five in eight days) and have a wonderful break with my husband.

One of the books I read referred management writer, Peter Drucker, and his views on the customer, their expetations and how to manage the customer. There were a few quotes that I thought very interesting, particularly with the economic downturn noise, predictions for budget reductions and need for advertising campaigns to work harder. See quotes below:

  • ‘Nobody can guarantee your job, only customer can guarantee your job’
  • ‘The best companies don’t create customers, they create fans’
  • ‘Customers behave rationally in terms of their own realities and own situation’

My take out from these quotes is that our customers (or clients) are more important now than ever and we need to make sure we are invaluable to them. How do you make yourself invaluable? Think about what will:

  • Make your client a star in their company (through campaign success or awards)
  • Keep them from being made redundant
  • Present a proactive idea that will answer a business problem
  • Provide them research (or articles) and synopsis
  • Get your clients to their next step, role or position.

LEARNINGS

The common theme underlying them all is to ‘think about everything from the clients perspective’ and make sure you are researching to keep on top of their industry.

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Online advertising award entries – what to include?


In the second round of LIA judging, there were still 50 online ads (banner ads) that needed to be judged. Most online ads are extremely self-explanatory and easy to judge, but some of the entries did need some explaining (for me, it was usually those that weren’t in English).

There were only a few entries that had personalised their entries and created a specific entry landing page. Only a handful created a video showing the details of the banner including the interaction. These made it so much easier.

They don’t need to include much detail, just a brief overview. Below are a few of the good examples of award entries.

IBM Banner Award Entry

IBM Banner Award Entry

Smart Banner Award Entry

Smart Banner Award Entry

Smart Banner Award Entry Video

Smart Banner Award Entry Video

Something that bugged me as a judge was seeing that agencies hadn’t bothered changing the award entry pages for the different awards. An example of this was RMG with their Huggies entry. Rather than putting your award entries to specific sites, put them on a general site. It will help to minimise the preparation and work required in entry time.

Huggies Cannes Entry repurposed for LIA

Huggies Cannes Entry repurposed for LIA

LEARNINGS

Even though banner advertising can be easy and self-explanatory, they still need the same level of attention given to their award entries. The banner category was the most competitive, but there weren’t many entries that stood out. There were a lot of great executions, but not too much explaining.

The key learnings are

  1. Dedicate the same amount of time to the entries
  2. Think about the judge – what do they need to see? what will help the entry stand out? why should it deserve to win?
  3. Make a simple video of the key elements/animations.
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What makes a good digital award entry?


The LIA judges and I are into the second round of judging and rather than the number of entries being reduced they are around about the same. The quality is definitely a lot higher this time round and it is easier to judge them, but still so many to get through. I am about half way through the judging, but wanted to share some of the great award entry sites that have made the judging easier and a pleasure to do.

LIA Award entry

LIA Award entry

I liked this entry because it explained what elements were included in the campaign, showed some creative and provided all links. Easy for any judge to get understand what the campaign elements were.

History Channel Award Entry

History Channel Award Entry

This entry was great because an Art Director/Designer had thought about the award entry and all elements that might be important: auto playing campaign video, links to pdf, links to other campaign elements and an introduction.

Impulse Award Entry (AU entry)

Impulse Award Entry (AU entry)

This entry showcased all elements of the campaign, the overall idea, characters and provided all of the links to the different campaign areas.

Intel Award Entry

Intel Award Entry

I really like this entry because it had the entry summary at the top (title, client, category), a simple overview of the campaign (synopsis, innovation and results), auto playing campaign video and a link to the website. Ten out of ten for award entry preparation and a really easy template to update.

International Paper Award Entry

International Paper Award Entry

This is another of the great entry’s. It’s so easy to look at the entry, take most of the information in (minimal scrolling) and see what the creative looks like.

My Vegas Award Entry

My Vegas Award Entry

The video for the ‘My Vegas‘ award entry was definitely the best one. It summarised the whole campaign and had the most energy in describing all elements. It was a great video showcase because I didn’t have to read anything and knew what the campaign was about. Loved it.

OneClub Showdown Award Entry

OneClub Showdown Award Entry

Great award entry design showcasing the content and auto playing the great video.

LEARNINGS FOR AGENCIES

Just to reiterate the top two learnings previously shared:

  • Great designed award entry pages make it easier for judges
  • Comprehensive and engaging campaign videos showcases all of the elements that you want highlighted (auto playing and embedded).
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Actionable website analytics (ZAAZ principles) – book review


Working as part of the Y&R Brands network, and in particular Wunderman, it gave me exposure to a lot of great companies that were acquired, specialising in digital, direct and data. In my opinion, there were three stand outs: ZAAZ, Knowledge Based Marketing and Fortelligent.

While on holiday (in rainy Thailand last year), I did myself a favour and read their book ‘Actionable Web Analytics’. It is co-authored by the CEO and Chief Analytics and Optimisation Officer. A good book for all those who think they get analytics or need to get it for their jobs.

There were several themes that rang true for me:

  • Data smog: How can agencies cut through the data smog for their clients? Clients are getting so many reports from so many different partners – what is important? What do they need to improve? How can they improve it? How can this information be molded into bit size chunks and usable?
  • Monetising online: How can you monetise websites? Without having a thorough understanding about how websites are performing and all of the details, this is extremely difficult to determine. However, measures can be taken to ensure this is overcome (particularly those that allow to test, test and test).
  • Results: Why understanding the results are critical? Too many people don’t understand the results. They look at them, but don’t know what they mean.
  • The difference between web analytics and web reporting – yes there is a difference. One focusing on analysing the results, while the other just highlights the findings. The hard thing with this is getting clients to understand the importance of the difference and acting on the results.
  • Consumer journeys: How do you define the conversation path? This needs to be done both online and offline. How are you attracting people, getting them to engage with the brand/company, then moving them through to transaction and into a retention cycle? So important to map this out prior to starting any campaign.

The book also made me consider the following process upgrades within an interactive agency to ensure the following are happening (and not just been given lip service):

  • Google analytics – it’s free, why shouldn’t you include it?
  • Exit survey – there is a need to understand what is missing from the site and what other content is needed. This is best gathered from users rather than second guessing.
  • Test strategies – need to be developed at the start of a campaign identifying things to be tested – offers, messaging and media.

A couple of my favourite quotes from the book:

  • ‘Your website is a series of customer processes. They’re trying to discover, learn, compare, configure, price, locate, purchase, join, discuss, etc.’
  • ‘For every action, there is an opportunity for an intelligent reaction.’
  • ‘Keywords and banner ads are highly targeted doorways to specific destinations on websites.’

ZAAZ’s focus is on performance-driven design. Most agencies are trying to achieve this, but they get lost in the big ideas. I think we should all be striving for performance-driven engagement and bring all of the consumer learnings together and understand what engages them or continues bringing them back.

In summary, the book looks at the website from the users view (who comes to your site? what are they trying to accomplish?) and the marketer’s view (how can we make the website better? what do we need to look at and what is important?). It is a great sales book for ZAAZ, but they honestly are a brilliant company that know how to make money from any site.

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London International Awards – the best entries (part 1)


Below is a collection of the work from the London International Awards. These are examples of the campaigns I really liked. This is only part 1, part 2 will follow soon and the award entries that were wonderful will also be upload shortly (over the weekend).

Computer Bild

I love this entry. The idea and execution are brilliant. It is for the magazine Computer Bild where 33 emails were sent simultaneously. Each with their own subject line that helped to form the skull below. The content in each email was a message about spam and security. Easily one of my favourite entries.

Computer Bild Magazine - Creative work

Computer Bild Magazine - Creative work

Computer Bild Magazine - creative idea

Computer Bild Magazine - creative idea

Dove

While games have been done to death, I really liked the simplicity of this idea. All of the space invader characters were humans and all interactions (ammunition, killing) were animated with humans.

Dove Human Space Invaders - creative entry

Dove Human Space Invaders - creative entry

Fanta

Fanta World (World of Orange) was very cute. The simplicity of the designs and ring tone creator (see below) were the best features of this. The idea was good, the ring tone creator using kitchen appliance sounds was the best element of the website.

Fanta World - Ring tone creation

Fanta World - Ring tone creation

Another site using a video hostess to explain the use of the site. I like this for its video.

Live Academy (great use of video)

Live Academy (great use of video)

Lost

This is one of the best TV sites I have seen for a while (my all time favourite is the CSI:NY launch site). This was created in Japan for Lost season 2. It allows the user to find what sections they missed and watch on screen. You are not limited to watch the whole show, if you only want to watch 5mins.

Lost TV site - scenes from the series

Lost TV site - scenes from the series

Written by Dominique Hind

Entering awards? Make sure you think about the judge


I have the daunting task of judging online awards for London International Awards and due to my work load, I’m running extremely late in getting my judging finished (sorry). While I was going through the award requirements, it made me realise that this is the perfect thing to record what works and what doesn’t.

In the digital section, there are so many entries with each entry created differently and formatted based on agencies brands/requirements. BUT, what actually gets cut through and makes me to decide to put the campaign through to the next round? I am going to use this as a learning experience and make sure I take notes about:

  • What stands out? Why?
  • What the typical agency fails to do when entering awards?
  • What are the top ten learnings?

JUDGING UPDATE

I have nearly finished the first 10 of 120 entries. Common themes are ensuring there is a:

  • Campaign summary – One page (well designed without scrolling) concise campaign summary including creative elements (theme/character from the campaign)
  • Difference/Relevance – There needs to be one sentence on why this campaign is different or deserves to WIN.
  • Video – On the page there must be a link to a campaign video (with music or sound) showcasing all elements of the campaign. Even better when the video automatically loads.

After 3hrs of judging, I still have 75 entries to go and I’m so annoyed with every entry that doesn’t have a campaign overview page or video. It takes such a long time to go into every entry and look at all the details, especially when you are trying to find the most important elements that the agency/client want judged. It’s very time consuming and supports the campaign overview page being so important. Thinking back, out of the 50ish entries I have judged there are only three campaign overview pages I can remember and all have been put through to the next stage because I knew exactly what the campaign was about and all elements included.

Another hour later, down to 50 entries. Aaahhhh, I can almost see the light at the end of the tunnel. It’s so frustrating not having campaign overview pages and videos. Any entry that doesn’t have one is definitely at a disadvantage and even though you try and keep an even mindset for all entries, there is a sense of relief when someone has thought of the judges and made it easy to take in all pieces of information.

Down to 41 entries remaining and just waiting for them to download (I’m judging these from work, so it shouldn’t be this slow). It is taking forever and very frustrating.

On the home straight only 20 entries to go and it should only take another hour or two until I am finished. I am exhausted, but extremely glad that I have recorded my thoughts and learnings.

LEARNINGS

Five things to do:

  1. Campaign summary page (art directed and without scrolling)
  2. Auto play campaign video within the summary page
  3. Reason why you think your campaign should win/why it is different
  4. Results – how well did the campaign do?
  5. Client quote – how did it impact their business?

Five things not to do:

  1. No campaign summary page – Don’t just include the URL to the work without a campaign overview page. Within the cosmetic/toiletries/pharmacy so many of them just launched straight into the website and it was difficult to understand what the client problem/challenge was, what were the objectives and what was the solution (and potentially even results).
  2. No campaign video – When you have are trying to represent multiple executions in a campaign or multiple areas of a website, the best way to ensure everything is seen is with a video summary. The best ones explain the details
  3. Written in a language other than English – Even if the campaign is not in English, the campaign overview page must be. Many of the entries weren’t in English and even though I tried to look around them, it was very difficult to judge them.
  4. Slow load times – Due to the use of large files, so many of the sites took a long time to load. Unfortunately, this hinders the judging experience. Any heavy sites should be hosted through video streaming platforms like Akami.
  5. Don’t think of the judges – There were over 135 entries that needed to be judged between doing a ‘normal’ days work, exercising for the marathon and making sure Justin has dinner. So many things going on that entries need to be as easy to digest as possible. Whatever can be done to make it simple and easy DO IT! Think of the judge and everything that is going on in their life.

ENTRY DETAILS

The most competitive category was the weird and wonderful work. This group of entries had the campaign overview page down pat. Most of them were great.

The least most competitive category was travel work. Overall a large percentage of the travel sites just used their site’s URL as the main entry with no campaign overview page or a video describing the campaign.  Having a guess, I would say that it was the client or site itself who entered a lot within this category.

The agency of the future


What will the advertising agency of the future look like? Will traditional agencies realise the importance of things such as search and metrics or will they continue to hide behind TV? My prediction is that most agencies will realise that digital is just a channel and should be given the same cudos that TV departments are given.

There will be account service and creative people who specialise in digital, but they will be integrated and able to handle multiple channels rather than just one. The digital production and studio resources will be seen to be similar to TV, where there are directors (designers) and specialists (coders and developers) provide expertise and help craft the idea rather than being compared to the print production studio.

Written (but not finished) by Dominique Hind

Digital marketing 101 – An interactive intro


One of the most viewed posts (from this blog) and referring search terms are around digital training or advertising agency training for digital/interactive. Every agency is craving digital training and trying to up skill all staff quickly. In Sydney, there are so many digital courses and conferences out there, but it is hard to know which ones are right for the different skill sets.

Based on the iSchool sessions I ran at Y&R Brands (see previous post), I have put together an updated digital marketing introduction or basic 101 session for agency staff.

PURPOSE

The purpose of the presentation is to provide a basic overview of digital marketing, the different facets and how companies are embracing digital. This is only a short/quick introduction to digital.

TARGET AUDIENCE

Traditional advertising agency staff across all areas: strategy, account service, production and creative.

TOPICS

The presentation covers very basic digital topics including:

  1. Short introduction to the Internet
  2. Customers online: a paradigm shift
  3. Advertising today
  4. Online advertising
  5. Search consumption (SEM & SEO)
  6. Blogs
  7. Social networks
  8. Website
  9. Email
  10. Benchmarks & ROI
  11. Top 3 online trends

The presentation doesn’t cover the following topics (another presentation will be created for these):

  1. Mobile
  2. RSS
  3. In-depth web development
  4. Driving traffic (social marketing)

PRESENTATION

If you would like a copy of the presentation, please send me an email (in presentation) or post me a comment.

Written by Dominique Hind

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