Monday, April 14, 2014

Not So Short Lists

Interesting article from Adweek on a current trend in agency reviews.

Creative Review Shortlists Are No Longer All That Short


Traditionally, a finalist in a creative review has had to beat just a couple of other shops to get the business. Recently, though, the odds of winning have gotten much longer.

The finalists that emerged in reviews for CVS, the Legacy anti-tobacco campaign and TripAdvisor faced four or five competitors. “That’s frustrating,” said a leader at one of six shops that pitched TripAdvisor, adding, “It’s hard to stay motivated.”

With as little as a 17 percent chance of winning, some may wonder why agencies in those reviews even bothered with the long and expensive pitch process. Then again, the market isn’t exactly awash with opportunities right now, and those three brands collectively spend about $200 million in media each year.

What’s making these shortlists so long? Agency leaders, search consultants and a marketing chief point to three factors: market conditions, the number of decision makers involved and when the brand last searched for a new agency.

First and foremost, it’s a buyer’s market. For agencies under pressure to grow, the prospects, again, are few. And if you’re a marketer, why not seek more ideas, even if it means a longer process? After all, the agencies foot the bill.

“The calculation is that the agency business is hurting, so they’ll get more participation,” explained Robert Birge, CMO at Kayak.com. “Clients often want to get a range of perspective,” added Ken Robinson of Ark Advisors in New York.

Of course, more ideas don’t necessarily yield better results, particularly with finalists working off the same brief. Meanwhile, a key goal of any review is to get a sense of what it’s like to work with an agency, which, naturally, is harder with a longer roster of finalists.

“I would imagine, for a client, it becomes very difficult to distinguish some of the agencies,” said Matt Weiss, CMO at Havas Worldwide.

Then, there’s the factor of how many decision makers. Generally, more “cooks” lead to more shops, as each marketing leader puts forth his or her individual preferences.

At TripAdvisor, for example, CMO Barbara Messing and vp of brand strategy Anne Bologna collectively have spent decades in advertising, and Bologna is a former agency exec. The point is, they know a lot of players, and in that context, a sextet of finalists doesn’t seem so outrageous.
Finally, those marketers that haven’t done a search in a while may want to meet with more shops to get a feel for the current environment.

Before hiring 72andSunny in February, Legacy had worked with Arnold for 13 years. Four other agencies pitched that business. Likewise, BBDO beat four other agencies to land CVS last month.
TripAdvisor appears headed to Johannes Leonardo, though a company rep said the search was still ongoing.

Whether the trend of longer shortlists will continue is debatable. What is clear is that as long as agencies outnumber marketers, marketers will have the leverage to ask for more.

Thursday, April 3, 2014

Why OS (Open Source)?

Some reasons why we like to use open source software (thanks Firstborn tech guys):

Code is available to peer review for quality, security audits, bugs, etc. Fixing these issues is dramatically quicker on open source projects. It’s in the whole community’s interest to work together to make a project better and more resilient.

Code is available to extend or fix by our team or the general community if needed.

No licensing costs for utilizing the technology. For server technology this can make a pretty big difference if you need to deploy on multiple production servers.

If a technology becomes discontinued, the larger community can continue patching / supporting it as opposed to being at the mercy of the technology owner.

Knowledge sharing, stand on the shoulders of giants instead of reinventing the wheel (this is especially true for libraries and frameworks). People spend a lot of time working on solutions and abstractions that you can use for free.

Support is generally easier because of source code visibility, large online community and documentation. A lot of larger open source projects have foundations / consulting services to offer support to big companies if they want to pay for it. If your pockets are deep enough you can get official support for MySQL, RedHat, etc. from the creators/maintainers.



§