Chuck Kent is President/Creative Director of Creative on Call, Inc. the branding and creative services company that helps marketers identify and communicate the simple truth about their brands.
I think one could have leveled the same criticisms at agencies for the last fifteen years or more, and in all that time I've been expecting the old model to crumble, and yet it hasn't. What's different now, as you note, is the ability of non-traditional agencies to account for their results. Inertia and the CYA nature of many client decision-making chains will keep the old behemoths alive longer than one might think... but you are right, the boutique agencies with the right teams should have a major leg up.
That said, I've done two interviews lately, one with an American digital leader within a large company and the other with the CCO of an American agency in China, and both report an organizational shift toward just that boutique-style team you mention. We'll see if they can really pull it off.
1 day, 15 hours ago on Agencies Must Evolve or Die
@hessiej "how you treat them on a one-to-one level" is really the sticking point, I suppose, between success and lack of it. It's not only a matter of technology and structure, but of corporate acculturation, of getting the individuals within an organization to actually care about the individuals they serve. Now if there was just a app to make us all more caring...
3 weeks ago on Norrrrmmmm!!: You Wanna Go Where Everybody Knows Your Name
I think that Norm's – or any initiative's – success in replicating the environment of Cheers will depend more on how well it is able to help "hypersensitize" a marketer to it's customer's real needs and concerns rather than simply doing a better job of targeting sales messages, however apt, via ever-greater hyperlocalization, It is, I suppose the difference between becoming better at eavesdropping at a bar – which is what an opportunistic stranger does – and closely listening in the mode of a concerned friend.
Oh, she's a mess... just a successful one. It all depends on what she, and we, want out of life.
1 month, 1 week ago on Miley Cyrus: A PR Case Study in Flawless Execution
Congrats, Clay; looks like 2014 should be a very interesting year for Arment Dietrich.
1 month, 1 week ago on #FollowFriday: Our New Vice President of Operations
@LauraPetrolino Congrats Laura (and to you, too, Gini). So that must have been why you were jumping for joy and high-fiving @jasonkonopinski after Content Jam. If anybody missed it, here's the evidence: https://vine.co/v/hwxeznFptjY
So glad I got to meet you in person!
1 month, 2 weeks ago on #FollowFriday: Our New Client Services Director
@Matt_Cerms @creativeoncall All is good here... doing my usual, trying to make a buck, raise some kids and make a nuisance of myself in song
1 month, 3 weeks ago on #FollowFriday: Matt Cermak
@Howie Goldfarb @Matt_Cerms Bovine slander will get you nowhere in this highly principled comment section, Howie
Welcome to the #FF fold... it's questionable company, but I'm sure your career will survive :)
I think somebody needs to create a "Moral Compass App," because it's a sad-but-true situation when we can't each find our own moral compasses, let alone follow them. We as individuals need to be able to reach beyond the expedient, safe and comfortable.... and I'm also guessing that, should your employer fire you because you refused to break the law, you might have a case there, too.... another question for Mr. Lasky, Esq.
2 months ago on Fake Reviews Fined; PR Firms Beware
@EricPudalov @creativeoncall Puns? What puns? The Spin Sucks community only allows the most sophisticated, Noel Coward-esque wit... (or at least half of it)
2 months, 1 week ago on #FollowFriday: Alina Kelly
Alina. Nice to meet you... thanks for giving new meaning to the term "Breaking Bad" (I hope your series is over, too)
Delighted to see you here Lisa!
2 months, 3 weeks ago on #FollowFriday: Lisa Denten
Hmmm... spin classes... maybe she doesn't really believe it sucks. Nonetheless, nice to meet you Lubna!
2 months, 4 weeks ago on #FollowFriday: Lubna Sadik
@ginidietrich @sherrilynne Yes, but what do you use for a highlighter, particularly when riding or driving?
3 months, 1 week ago on Create In-Depth Articles to Increase Your Google Authority
Beyond the benefits with Google, I think the big plus to "going deep" is that you stand a better chance of proving yourself an authority to your readers once they find you.
Have you read Jonathan Baskin's latest book "A Thousand Words: Why We Must Fight the Tyranny of Brief, Vague & Incomplete"? It provides some great context as to why and how information registers with people, why deeper thinking and longer exposition is better... oh, wait a minute... it's not on audio. Sorry. Give me a call when you're headed out for your next ride and I'll read it to you over the phone :)
@dbvickery same here.. and as to Biblical perspectives on marriage, here's the one I always share with my wife: "Only one of us gets out of this alive" (Back to that thing about going all in.. being inseparable.. and liking it that way).
3 months, 1 week ago on The Spin Sucks Community: A Modern Day Salt Covenant
Great post Brian. For all the yammering online about building trust and community and yada yada, there's little commentary on the kind of investment and commitment the salt ceremony speaks to. All in. Inseparable. And liking it that way. No online community may rise to the level of a good marriage, but recognizing the traits and aiming for them serves us all well. Thanks.
@ginidietrich Well, I think you should be Mulan (Dad's of daughters born in China always go for the kick-ass heroine) and of course Jason, as part of your extended team, has natural dibs on Goofy. But let's see... @belllindsay as belltinker? I'm guessing she's not going for that... can' t wait to see you all in costume!
3 months, 2 weeks ago on The Ideal Customer Experience: Lessons in Loyalty from Mickey Mouse
Jason, I enjoyed vicariously sharing your vacation on Facebook. I think that, as part of perhaps the ultimate content brand, Disney theme parks benefit from exceptionally positive "customer pre-experience"... at least most of the parks (see @ginidietrich comment on Euro Disney below