Comments on: Social Media: Why the Smarter Ad Agencies Will Take the Lead and Keep it. http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/ Intelligent brand thinking made engaging and spread through art and technology. Tue, 07 Feb 2012 15:07:00 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Elesha Gabriell http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/comment-page-1/#comment-255 Elesha Gabriell Sat, 13 Mar 2010 03:31:14 +0000 http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/#comment-255 Larger agencies are either competing or losing the battle as Large accounts hire an in house team...Brand image is built from the inside of every company..not the other way around. Larger agencies are either competing or losing the battle as Large accounts hire an in house team…Brand image is built from the inside of every company..not the other way around.

]]> By: reasonapplied http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/comment-page-1/#comment-151 reasonapplied Tue, 05 Jan 2010 03:00:11 +0000 http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/#comment-151 Carol,<br><br>I guess I should've been more clear. Due to organizational problems (silos, hierarchy, reporting, etc.), larger agencies will likely have a difficult time adjusting. So, yes, I agree with you that this is an opportunity for smaller, agile and smart agencies to take advantage of the socmed and larger digital opportunity.<br><br>As Gretzky famously said, "Go to where the puck is going, not to where it's been."<br><br>If you have the chance, you might also find this post interesting: <a href="http://reasonpartners.com/2009/10/14/are-canadian-businesses-asleep-when-it-comes-to-online-marketing/" rel="nofollow">http://reasonpartners.com/2009/10/14/are-canadi...</a> Carol,

I guess I should've been more clear. Due to organizational problems (silos, hierarchy, reporting, etc.), larger agencies will likely have a difficult time adjusting. So, yes, I agree with you that this is an opportunity for smaller, agile and smart agencies to take advantage of the socmed and larger digital opportunity.

As Gretzky famously said, “Go to where the puck is going, not to where it's been.”

If you have the chance, you might also find this post interesting: http://reasonpartners.com/2009/10/14/are-canadi...

]]> By: Scromp http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/comment-page-1/#comment-150 Scromp Tue, 05 Jan 2010 00:06:24 +0000 http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/#comment-150 It's starting... Pepsi abandons Superbowl in favor of CRM, strategy includes Social Media, CRM and Corporate Social Responsibility (<a href="http://bit.ly/5pW2ht" rel="nofollow">http://bit.ly/5pW2ht</a>). <br><br>This is another shift to conscious capitalism and engaging consumers as partners in business, like Dave states as "Content creation in this space can’t be brand (ego) centric, because people won’t respond to it, let alone spread the message around. Nobody likes a braggart. Rather, listening in order to find shared passion points that are both relevant to the brand and the audience is a critical first step. It’s akin to identifying a mutual point of interest, as you would in striking up and carrying on any meaningful conversation. Once those points are found, you have the basis for sponsoring conversation through the creation of a social object – an object of conversation – or, an idea. It's starting… Pepsi abandons Superbowl in favor of CRM, strategy includes Social Media, CRM and Corporate Social Responsibility (http://bit.ly/5pW2ht).

This is another shift to conscious capitalism and engaging consumers as partners in business, like Dave states as “Content creation in this space can’t be brand (ego) centric, because people won’t respond to it, let alone spread the message around. Nobody likes a braggart. Rather, listening in order to find shared passion points that are both relevant to the brand and the audience is a critical first step. It’s akin to identifying a mutual point of interest, as you would in striking up and carrying on any meaningful conversation. Once those points are found, you have the basis for sponsoring conversation through the creation of a social object – an object of conversation – or, an idea.

]]> By: Carol Phillips http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/comment-page-1/#comment-149 Carol Phillips Mon, 04 Jan 2010 23:51:35 +0000 http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/#comment-149 Are you predicting the smarter agencies will take the lead? or are you suggesting that if they are smart, they will take the lead? I agree with the suggestion, but not necessarily the prediction. With digital media claiming only 12% of marketing dollars, most large agencies are still stuck creating TV commercials, print ads and radio spots, leaving an enormous vacuum for small firms and even individuals to fill. Large clients have proven more willing to engage small firms for niche expertise - as witnessed by the rise of the freelance consultant. These small firms could become big quickly, leaving 'large agencies' in the dust. We are already moving past early adopter stage. I think 2010 will be digital media's break out year. But it remains to be seen whether large agencies will participate proportionally. Are you predicting the smarter agencies will take the lead? or are you suggesting that if they are smart, they will take the lead? I agree with the suggestion, but not necessarily the prediction. With digital media claiming only 12% of marketing dollars, most large agencies are still stuck creating TV commercials, print ads and radio spots, leaving an enormous vacuum for small firms and even individuals to fill. Large clients have proven more willing to engage small firms for niche expertise – as witnessed by the rise of the freelance consultant. These small firms could become big quickly, leaving 'large agencies' in the dust. We are already moving past early adopter stage. I think 2010 will be digital media's break out year. But it remains to be seen whether large agencies will participate proportionally.

]]> By: reasonapplied http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/comment-page-1/#comment-146 reasonapplied Mon, 04 Jan 2010 22:00:11 +0000 http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/#comment-146 Carol,<br><br>I guess I should've been more clear. Due to organizational problems (silos, hierarchy, reporting, etc.), larger agencies will likely have a difficult time adjusting. So, yes, I agree with you that this is an opportunity for smaller, agile and smart agencies to take advantage of the socmed and larger digital opportunity.<br><br>As Gretzky famously said, "Go to where the puck is going, not to where it's been."<br><br>If you have the chance, you might also find this post interesting: <a href="http://reasonpartners.com/2009/10/14/are-canadian-businesses-asleep-when-it-comes-to-online-marketing/" rel="nofollow">http://reasonpartners.com/2009/10/14/are-canadi...</a> Carol,

I guess I should've been more clear. Due to organizational problems (silos, hierarchy, reporting, etc.), larger agencies will likely have a difficult time adjusting. So, yes, I agree with you that this is an opportunity for smaller, agile and smart agencies to take advantage of the socmed and larger digital opportunity.

As Gretzky famously said, “Go to where the puck is going, not to where it's been.”

If you have the chance, you might also find this post interesting: http://reasonpartners.com/2009/10/14/are-canadi...

]]> By: Scromp http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/comment-page-1/#comment-145 Scromp Mon, 04 Jan 2010 19:06:24 +0000 http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/#comment-145 It's starting... Pepsi abandons Superbowl in favor of CRM, strategy includes Social Media, CRM and Corporate Social Responsibility (<a href="http://bit.ly/5pW2ht" rel="nofollow">http://bit.ly/5pW2ht</a>). <br><br>This is another shift to conscious capitalism and engaging consumers as partners in business, like Dave states as "Content creation in this space can’t be brand (ego) centric, because people won’t respond to it, let alone spread the message around. Nobody likes a braggart. Rather, listening in order to find shared passion points that are both relevant to the brand and the audience is a critical first step. It’s akin to identifying a mutual point of interest, as you would in striking up and carrying on any meaningful conversation. Once those points are found, you have the basis for sponsoring conversation through the creation of a social object – an object of conversation – or, an idea. It's starting… Pepsi abandons Superbowl in favor of CRM, strategy includes Social Media, CRM and Corporate Social Responsibility (http://bit.ly/5pW2ht).

This is another shift to conscious capitalism and engaging consumers as partners in business, like Dave states as “Content creation in this space can’t be brand (ego) centric, because people won’t respond to it, let alone spread the message around. Nobody likes a braggart. Rather, listening in order to find shared passion points that are both relevant to the brand and the audience is a critical first step. It’s akin to identifying a mutual point of interest, as you would in striking up and carrying on any meaningful conversation. Once those points are found, you have the basis for sponsoring conversation through the creation of a social object – an object of conversation – or, an idea.

]]> By: Carol Phillips http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/comment-page-1/#comment-144 Carol Phillips Mon, 04 Jan 2010 18:51:35 +0000 http://reasonpartners.com/2009/12/27/social-media-why-the-smarter-ad-agencies-will-take-the-lead-and-keep-it/#comment-144 Are you predicting the smarter agencies will take the lead? or are you suggesting that if they are smart, they will take the lead? I agree with the suggestion, but not necessarily the prediction. With digital media claiming only 12% of marketing dollars, most large agencies are still stuck creating TV commercials, print ads and radio spots, leaving an enormous vacuum for small firms and even individuals to fill. Large clients have proven more willing to engage small firms for niche expertise - as witnessed by the rise of the freelance consultant. These small firms could become big quickly, leaving 'large agencies' in the dust. We are already moving past early adopter stage. I think 2010 will be digital media's break out year. But it remains to be seen whether large agencies will participate proportionally. Are you predicting the smarter agencies will take the lead? or are you suggesting that if they are smart, they will take the lead? I agree with the suggestion, but not necessarily the prediction. With digital media claiming only 12% of marketing dollars, most large agencies are still stuck creating TV commercials, print ads and radio spots, leaving an enormous vacuum for small firms and even individuals to fill. Large clients have proven more willing to engage small firms for niche expertise – as witnessed by the rise of the freelance consultant. These small firms could become big quickly, leaving 'large agencies' in the dust. We are already moving past early adopter stage. I think 2010 will be digital media's break out year. But it remains to be seen whether large agencies will participate proportionally.

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