Tuesday, September 01, 2015

12832: Call Cavalry Time Of Death.

Advertising Age published a perspective titled, “Cavalry CEO on Losing a Major Account: Don’t Cry in Your Beer—Just Move On.” Can’t help but think that Marty Stock, the Cavalry CEO who authored the piece, is the General Custer of our industry. He’s an insensitive idiot too. After all, a lot of Cavalry troops will “just move on” to the army of the unemployed. Cavalry was assembled by WPP in 2012 to exclusively service MillerCoors, and it appears to be an Enfatico rerun. Stock admitted, “While Cavalry has existed since 2012, our relationship with MillerCoors and, before that, the Coors Brewing Co., goes back decades, spanning five CEOs and seven CMOs.” Hey, you live by Corporate Cultural Collusion and you die by it. There’s no Silver Bullet for success—even for White advertising agencies. Stock ended by declaring his battered shop won’t give up “[b]ecause staying put is simply not an option.” Especially when you lose the overwhelming majority of your revenue.

Cavalry CEO on Losing a Major Account: Don’t Cry in Your Beer—Just Move On

Relationships Aren’t What They Used to Be, but the Need to Create Drives Us

By Marty Stock

Three weeks ago, I received a call that agency folks know all too well. A regime change had resulted in the loss of a big account. MillerCoors was severing our relationship.

My first thought went to the newest clients we’ve added: PepsiCo, Tyson Foods and the American Freedom Foundation, a group helping military veterans and their families. The success of these clients will define our agency.

While Cavalry has existed since 2012, our relationship with MillerCoors and, before that, the Coors Brewing Co., goes back decades, spanning five CEOs and seven CMOs. The best agencies have always internalized the ups and downs of their clients’ brands and made a personal investment of sweat equity to ensure their clients’ success. Creating content is part of what an agency does, but an agency’s job is helping to grow a client’s business.

When Coors Light was introduced, it wasn’t in the top 20. Today it’s the No. 2 beer in America despite being outspent four to one. There are hundreds of talented people who made that happen over a lot of years. The right CMO paired with the right agency partner can transform a business. Toss in luck and several well-timed competitive mistakes, and the window for growth opens, provided you’re poised to take advantage.

Lots has been written about the demise of the Big Beer brands. It’s certainly been a tough period, but we see opportunities for growth given certain patterns evident in the business. The recent trend of agency switching by the major brewers is a clear sign of unrest and dissatisfaction with brand performance, but there’s more to it.

Both agencies and clients used to feel it was a privilege to work on the brands. It was an honor because so much had gone into building those businesses, someone’s name was on the bottle, and frequently there was a legacy of famous creative work to live up to. Now, many relationships don’t make it to three years, in part because the honor of being entrusted with the health of a brand is disappearing and with it the bond forged, because both sides knew they needed each other to succeed.

Scratch the surface of any long-term agency/client relationship and you’ll find trust. Trust in people and their integrity. Trust that the ideas are great. Trust that financials are handled fairly.

Only a couple of days after our relationship with MillerCoors suddenly came crashing down, the itch to create stuff took over and the next phase began. We may be bloodied, but we have a fierce competitive streak and a desire to prove ourselves all over again.

My final thought as all of this was unfolding was about my dad. He was in the 101st Airborne Division and the first airplane ride of his life occurred during basic training. Forty minutes after takeoff they opened the door and everybody jumped out. You couldn’t pause at the door, you went for it because staying put simply wasn’t an option.

MillerCoors is headed off in one direction and Cavalry is headed in another and we can’t wait to see what’s ahead.

Because staying put is simply not an option.

Monday, August 31, 2015

12831: D5 Defines & Defies Diversity.

Campaign presented a perspective from Droga5 Chief Creative Officer Ted Royer—a self-described lumpy White guy—explaining why creatives should try working abroad. Royer’s commentary included, “Throw yourself into another culture to better understand yourself and your audience.” The CCO added, “I see an energy and enthusiasm in the faces of every foreigner who works in D5. They are delighted to be tearing it up in New York. They feel more alive just for being here.” Heaven forbid the White advertising agency might see the value of throwing itself into non-White cultures by diversifying its own staff with more than foreigners—versus perpetuating the exclusivity so prevalent in the industry.

Why creatives should always consider working abroad

By Ted Royer

Throw yourself into another culture to better understand yourself and your audience, says the chief creative officer of Droga 5.

Let’s say you’re having a shit(e) day. An account is going tits up. All your work got killed. You realise you lost the pitch while still actually in the pitch meeting. You’ve just shot an ad and some nerd just discovered the same thing had been done in Australia in 2002… Whatever it is, crap day.

Then you leave work and walk outside.

Outside, the sights and sounds are all different. Voices sound strange. The food is different, some looks good, some looks…gross wtf is that? Even the sunlight seems strange and surreal.

This is what living abroad, far from home, off on another continent, feels like. For a creative it’s intoxicating. And you know how much we creatives like to be intoxicated.

If you have the chance to live abroad, I can’t recommend it enough.

Creatives are lucky. We don’t need to pass some bar exam or get some specific degree to practice our trade anywhere around the world. All we need is empathy, an open, curious mind and a willingness to absorb what’s around us.

Live abroad and you will shake off pre-conceived notions, challenge assumptions about the way things are done, and be constantly surprised at the choices that have been made.

I’ve been lucky enough to live and work in Asia, South America and Australia. I definitely believe it’s made me a better creative, much less husband, father and friend.

In another country you soon begin to see which truths are universal, and which are merely regional or national. You develop a sense for what a truly global idea is. Will an audience understand your idea in Cambodia, or Bolivia?

You get to see what new clever ways old familiar problems have been dealt with. And you also see what stupidities are universal.

(An aside: when you live around the world you’ll notice every region or nationality always has another region or nationality they hate. Seeing this makes your own region’s prejudices and tensions feel ridiculous.)

If you’re single it’s even better. Whatever accent you have now seems exotic.

You’ll have more game just for being from a far off land. I should know. In America I’m just another lumpy white guy. Abroad I was interesting and exotic.

I see an energy and enthusiasm in the faces of every foreigner who works in D5. They are delighted to be tearing it up in New York. They feel more alive just for being here.

The best thing is perspective. You literally leave your comfort zones. You spend real time in your own head. You find out more of who you are and how wonderfully weird you are.

So if you have the chance, if you’re on the fence, or if you need to get the hell out of town before you go crazy, do it. Move abroad. Throw yourself into another culture. Dive into a strange world.

That way, when you have a shit day you can instantly make it great just by walking outside.

Ted Royer is the chief creative officer of Droga 5

Sunday, August 30, 2015

12830: Ignorance Is Free At BBDO.

A MultiCultClassics visitor shared a link to an AgencySpy post reporting on BBDO creatives seeking freebies from professional illustrators for a pro-bono assignment. Pathetic? Yes. Surprising? No. After all, the BBDO Diversity Council is comprised of volunteers. And it makes you wonder if the BBDO diversity comic book also resulted from freebie requests. Then again, delegating diversity has always been an underfunded, uninterested and unconcerned effort at White advertising agencies. Hey, the staffers are too busy trying to produce work for pro-bono clients.

Saturday, August 29, 2015

12829: Nothing Fresh At Subway.

Adweek reported Subway awarded its account to BBDO. It’s just as well, since the current tagline—eat fresh—is kinda creepy in light of the Jared Fogle mess. Plus, picking a new White agency to replace the old one is hardly a fresh move.

Subway Chooses BBDO as Agency to Guide It Into the Post-Jared Era

Chain hopes to redefine itself with a new shop and executive

By Patrick Coffee

Beleaguered sandwich chain Subway has chosen BBDO as its new creative agency of record after a review. The account will be handled by the agency’s New York office.

The company announced its review earlier this summer after two big changes: the departure of chief marketing officer Tony Pace and the news that longtime brand mascot Jared Fogle was under investigation for his alleged involvement in child pornography.

As we now know, Pace was replaced by Chris Carroll, who served as svp of global marketing from 1999 to 2005 and now holds the position of chief advertising officer. The company cut all ties to Fogle after he was taken into custody and agreed to plead guilty to a variety of crimes that will land him in prison for at least five years and brand him a sex offender.

The chain wants to move beyond Fogle, who appeared in more than 300 ads, as quickly as possible after ending its relationship with Boston’s MMB, which ran the account for about a decade.

In a statement, Carroll says, “All the finalist agencies did an excellent job during the process,” adding, “Our decision came down to our confidence in the quality of the team, business orientation, strategic insights and creativity. We look forward to our new partnership with BBDO to accelerate growth for the Subway brand.”

BBDO New York president and CEO John Osborn adds, “Subway is a great brand. We are honored and thrilled to partner with them and to create a fresh narrative for the brand.”

Subway said it decided to hold a review before Fogle’s legal problems went public. Its sales totals dropped in the United States last year, marking an unusual slump for a chain that passed McDonald’s to become the world’s largest in 2011.

After relying on Fogle for 15 years, Subway has given no hints about the direction of its next campaign. It did, however, increase its media spend in 2014 from $517 million to $534 million.

According to sources, other finalists in the review were The Martin Agency, MMB and McCann Erickson.

In a further statement, Carroll thanked “valued partner for the past 12 years” MMB for its “many contributions to Subway’s success.”

The review did not affect Subway’s media agency Mediacom, its social agency 360i, or any of its international partners.

Thursday, August 27, 2015

12828: Kohler Generates Stereotypes.

This Kohler commercial is a few years old, but culturally clueless stereotypes never go out of style. Dance on, Black people!

Wednesday, August 26, 2015

12827: Chief Irrelevance Officer.

Crowdsourcing con artist and Victors & Spoils Chairman John Winsor is abandoning his Chief Innovation Officer role at Havas. It’s just as well, since innovation and Havas are two words that should never appear together in the same sentence. Ditto innovation and Winsor. MultiCultClassics has consistently recognized the pseudo thought leader as a talentless, culturally clueless asshole. The man has become so irrelevant, even Digiday didn’t bother reporting on Winsor’s latest move—only AgencySpy shat out a post. And he failed to inspire a crowd of cutting comments too.

Tuesday, August 25, 2015

12826: Humana Hearts Omnicom.

AgencySpy reported Humana chose White advertising agency BBDO as its lead creative shop, replacing White incumbent RAPP. Both agencies are within the Omnicom network. Moving from RAPP to BBDO is like upgrading from Fathom Communications to, well, any Omnicom enterprise. A client spokesperson announced, “BBDO joins fellow Omnicom Network partners and incumbent Humana agencies PHD and GMR Marketing in helping to advance the brand and the business.” Humana presents another healthy example of Corporate Cultural Collusion at work. Oh, and selecting a White advertising agency where exclusivity reigns flies in the face of the insurance company’s alleged commitment to diversity and inclusion.