In Advertising Bigger isn?t Always Better

If you have been following the recent advertising news you will notice that more and more major advertisers are looking to smaller ad agencies to handle their campaigns.

Is it because they feel bad? Is it because they are cheaper? Or is it because they see the level of creative talent of smaller agencies?

Lets take a quick look at why this is happening and how this is good for the consumers and the advertisers. When I use the term smaller it doesn't mean that it's a one-man show, but that they aren't part of the "BIG 6". Now with that said lets continue, smaller agencies have a hunger to succeed, they have a need to be customer service oriented, they have a desire to be more creative without the fear of upsetting upper management. Take these points into account and you have an agency that will be tenacious and with the number one goal of showing their clients results.

At New Age Media Concepts, we believe that major advertisers deserve better results from their campaigns, don't get me wrong there have been great campaigns launched but who are going to be the new creative minds to develop the next memorable moment in advertising history?

If advertisers like General Motors, Ford, McDonalds, Taco Bell, Coca-Cola, Pepsico, Microsoft, Burger King, Toyota, Home Depot, Wendy's, ConAgra Foods, Wal-Mart Stores, American Express, Colgate Palmolive, Intel and the many others are looking beyond what agencies they are accustomed to working with and are looking towards connecting with their consumers in a big way, then they have to look beyond the brick and bring in a creative team that can help them do that.

Consumers today aren't ignorant and in this age of reality television and the shock factor mentality, advertisers need to step up to the plate and shed their skin to be able to reach the new age of consumers, the ones that are their core audience, the ones that will have brand loyalty.

By Louis Victor ? New Age Media Concepts, August 31, 2004
[email protected]

Louis Victor has been involved in the investment, advertising, marketing and public relations indutries for close to two decades. Through various articles he looks to give some insight on various topics as it relates to these industries.

In The News:


AdAge.com (blog)

Brand Safety Issues Go Way Beyond YouTube | Special: Advertising ...
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AT&T and J&J are the latest big advertisers to pull YouTube ads, but the problem of ads placed in offensive content extends way beyond Google.

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Investor's Business Daily

Will Google Advertising Flap Boost Facebook, TV Networks?
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J&J joins YouTube advertising boycott as Google struggles to contain crisisSilicon Valley Business Journal
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AdAge.com

J&J and Verizon Join Major Marketers Suspending YouTube Advertising
AdAge.com
Johnson & Johnson has suspended its YouTube advertising globally, joining a growing group of advertisers and agencies stepping back from the dominant video platform over ads' proximity to hate speech, terrorist propaganda and other objectionable ...
Google advertising row spreads to US brandsBBC News
Verizon, AT&T suspend ads from Google over offensive videosReuters
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Adweek

Sling TV Is Partnering With Adobe for Programmatic Advertising ...
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Sling TV is getting into programmatic advertising, partnering with Adobe's newly unveiled Advertising Cloud to let brands bid in real time on livestreaming and ...
Adobe launches Advertising Cloud - Screen AfricaScreen Africa (press release)

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AdAge.com

London Mayor Sadiq Khan Cancels Advertising Week Europe Talk
AdAge.com
But later Advertising Week's executive director, Matt Scheckner, encountered in a hallway at the venue at about noon, said Mr. Khan had been called into a British government cabinet meeting. Mr. Scheckner said Mr. Khan's theme, in a Q&A session with a ...
Sadiq Khan cancels Advertising Week Europe appearance following Westminster attackThe Drum
Sadiq Khan: London mayor says terror attacks 'part and parcel' of living in a major cityThe Independent
Donald Trump Jr. on Twitter: "You have to be kidding me?!: Terror attacks are part of living in big city, says ...Twitter
Evening Standard
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Forbes

Navigating The Growing Pains Of Advertising To The Education Market
Forbes
As industries go, healthcare and education rank neck-and-neck as the two largest industries in the United States, with education totaling a whopping $1.2 trillion in total expenditures, or 7.2% of the nation's GDP. And while the healthcare industry ...


Yahoo Finance

Advertising That's More Than 'Hot Air'
Yahoo Finance
TORRANCE, Calif., March 23, 2017 /PRNewswire/ -- Toyota Mirai trailblazing customers care about the air – their vehicle emits nothing but water vapor. Now, the fuel cell car's newest campaign is blazing a trail with eco-billboard technology that will ...

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Adweek

Facebook's Head of Advertising Says Purpose-Driven Marketing ...
Adweek
Purpose-driven marketing like this Airbnb ad from the Super Bowl may be around to stay. Airbnb. Share. By Marty Swant. |. 1 day ago. Share. Facebook's head of ...

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Adweek

How to Prepare for Mobile Advertising's Fast-Approaching New Frontier
Adweek
Only a few years back, mobile was a “maybe” in the marketing world. In short order, smartphones and tablets proliferated. Consumer consumption on smaller screens rose. Suddenly advertisers needed to be “mobile first.” Taking things one giant leap ...


AdAge.com

Forget Out of Home, Try Out of This World Advertising With VR
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Now, imagine flying through Times Square and all the ad screens are taken over by one brand. Now, imagine a future-based video game, chasing through traffic, and a billboard up ahead is playing a commercial. Whatever future is in store for advertising ...

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