Monthly Archives: April 2011

What’s of greater value: the idea itself, the selling of the idea, or the production of the idea? asks Tim Brunelle, CEO of Hello Viking. Why does the advertising industry continue to struggle to ascribe value to and get paid for the core concepts that fuel everything else? — In other words, the exchange of money for ideas. Marketing 1.0 Vs Marketing 2.0 “Shouting from the mountaintops with bull horns, hands firmly pressed against the corporation’s ears to thoroughly insure a consistent stream of one-way communication.” The only question merely was, “How could we keep costs down?” Agencies with glorious offices slaving away on your account, adept account executive picking up your check for dinner, drinks, and what-have-you. These where the glorious days where agencies … Continue reading →

What clients want from an ad agency (a vendor of services) is often not what they really need (a provider of ideas). Most agencies however fall somewhere in the middle which in today’s business environment is a gray place to be, states Tim Williams of the Ignition Consulting Group. The traditional advertising agency faces competition on all fronts as once loyal advertisers are dissolving their longstanding relationships in favor of branding, media and CRM specialists to try and increase the effectiveness of their marketing dollars. On one side are the marketing and brand consultancies and research firms—all claiming to provide the strategic planning offered by agencies while on the other end is the media firms and production houses which are now getting into the business … Continue reading →