agencies - Internet Marketing News and Blogs

Yesterday I noted that Google has stepped on a few toes while walking down Madison Avenue.

Google's threat to ad agencies, in particular, has been discussed frequently and while the company claims that it has no intention to disintermediate agencies, its actions have won it more enemies and frenemies on Madison Avenue than friends.

Don’t mention the 'R word', I hear you all say. Well, I thought a post on “Recession Challenges” would be a fairly topical one, bearing in mind the recent ‘credit crunch’ stories we’ve seen taking up more and more column inches and airtime each month.

In 2002, AT&T made a major mistake. As part of the launch of its mobile initiative m-life, the company purchased television advertising during the Super Bowl coverage. Nothing wrong with that – along with the Oscars, it attracts one of the biggest audiences in American television and is seen as a creative showcase for the best in American advertising.

But what AT&T missed was how its advertising affected later search behaviour.

Later this month we'll be hosting an event aimed at helping digital agencies to figure out how to win those projects that are worthwhile from a strategic perspective.

Why is this necessary? Well in these busy times there needs to be a little more thought involved in the business development cycle - it isn't 2002, when agencies were foraging for any sort of work.

On the face of it, digital / interactive agencies have never had it so good, but there are underlying reasons for pitching for Project X but declining to get involved with Project Y...