They say blogs are all about the blogger — and in fact sometimes it is true.
Teams been talked to, clients notified, internal announcements made and the press release sent out. And of course George got it out on his blog, as you’d expect from a fully entrenched digital maniac.
If you are interested the articles that are online are here:
Iris raids Ogilvy for digital chief Baker
OgilvyOne’s John Baker Heads to Iris
Personally I’m really looking forward to the entrepreneurial kick of building up a group and helping an independent agency grow. Being on the MTeam at Organic (or BigWigz as it was also once called) was some of the most interesting and fun work I’ve seen. Big enough to have scale (and even go public amazingly), small enough to still make calls and move on them.
Ogilvy is a great company and OgilvyInteractive will have a great year — particularly in London. We’ve built the base with a lot of clients, done great work and hired lots of really talented people.
It is a tough decision choosing between moving a big company that is at the top of its game, gets digital marketing and does move — all be it at times slowly — or a small company that has a seriously entrepreneurial attitude, great approach to people and is growing like mad on the back of great work. Or perhaps I should actually just thank the Internet for the choices. Who would have thought the Mini-Tel could turn into this.
Published: August 06, 2007
Microsite Mania - Stop the Madness!
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It is official, all agencies are now digital agencies and brands are under siege… John Baker, Managing Partner at OgilvyOne, speaks out.
Advertising agencies are building brand experiences, sales promotions houses do games to drive in-store trial, PR agencies are building blogger outreach toolkits and DM agencies launch campaign microsites driving name acquisition and conversion to sales. The message has been heard — everyone realises digital marketing is important and everyone is proposing a microsite as part of their work.
The problem is that websites are persistent.
After the campaign has grown old and both the clients and the agencies moved on, the microsite remains. The flash animations play even if the promotion has long ago closed. The copy is served up even if the headline has nothing to do with the current campaign running. The webservers don’t know the online advertising impressions were all used up months ago and people aren’t clicking through as part of a “consistent campaign experience.” Someone asks them to display their message and they do.
Jeffrey Rayport is a HBS professor and was a board member of Organic back in 1999-2000. He has been both active in the industry and influential.
No question as he states here that there is a “Marketing Confidence Gap” as we call it Ogilvy — basically that interactive media is under weighted in media plans. The difference between 6% and 30% is too great.
But has it been proven that it needs to be 1:1?
Print has historically be a higher percentage of budgets then its media consumption time. Is that simply because it works — or is because it is easy to buy and do creative for? Are the big 4 dominant because they work or is it because they are the easiest to buy and run?
Advertising is not an efficient market and as long as interactive marketing wraps itself in complexity it will be held back.
OUTSIDE THE BOX
Advertising’s death is greatly exaggerated
Commentary: But marketers are losing touch with customers
By Jeffrey F. Rayport
Last Update: 12:10 AM ET Jun 8, 2007
BOSTON (MarketWatch) — No one could have missed the mad rush in recent weeks among advertising and technology players in their high-stakes game of musical chairs over online advertising assets.
