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Trends, commentary, and insightful rants from the bleeding edge of advertising, content & branding.

The Enduring Mythology of the “Name” Advertising Agency

death of the dinosaursThe Enduring Mythology of the “Name” Advertising Agency

Nobody ever got fired for buying IBM. That’s the story. IBM was such an industry standard, and so widely perceived as being the best in the business, that no one could impugn you for making a decision based on that name alone.

Well, we all know that was a load of horse crap. Plenty of people got fired for buying IBM; IBM just had them quietly killed to preserve their word-of-mouth. But the temptation to buy something large, well-regarded, and safe is still with us. It’s how most of us buy (or bought, and will again) houses, cars, investment funds.

Oh, and by the way, advertising agencies.

That’s the funny part of this business. Agencies stake their name on their early campaigns that create edgy, breakthrough, back-of-a-napkin, two-guys-in-their-wetsuits campaigns that change a category and instantly make a name for themselves. Then those agencies get noticed, and get more business than the two guys in their wetsuits can handle. They get big. They hire people. They hire people to manage those people. And every level they add puts them further and further away from the ideas that made them great in the first place.

Here’s the ugly truth: big agencies get out of the idea business. They get into the selling-the-idea business. They stop feeling the idea and start thinking it to death. That’s why with every idea, you get a ream of paper explaining why the idea is not only good, it is also right. And they create an entire bureaucratic structure of planners, account service, creative and media to sell the idea to you, so you can sell it to your boss. Because nobody ever got fired for buying IBM.

Everyone who works at Super-Genius has worked at a big agency. We’ve made the sausage. We know what goes into one. And we were once seduced by the big names, too. We get it.

But we wanted to talk ideas without asking the admin assistant to schedule a pre-brief meeting in the staff room. We wanted to pick up the phone and talk to you. We wanted to be closer to the work and farther away from the smoke and mirrors we use to sell you the work.

Who knows? We might hire a bunch of people and sell out to Omnicom tomorrow.

But today? You’ve got two guys in wetsuits. Anything is possible.

Filed under: ad agency, advertising, brands, supergenius llc, , , , , ,

Social Networking Still the #1 Growth Area in Online Marketing

http://mashable.com/2009/01/12/social-networking-online-marketing/

Yeah…apparently it’s still going. I imagine at some point around May we’ll all get of talking about social media and social networking and anything really with the word “social” in the headline. Until then, I guess it behooves us to pay attention.

Filed under: Uncategorized

Link By Link – All a-Twitter About Stars Who Tweet – NYTimes.com

Link By Link – All a-Twitter About Stars Who Tweet – NYTimes.com.

Yeah. Celebs are “twittering.” Makes the bile rise at the back of your throat a bit. But really a useless, pandering bit of online copy – rather tell us who is doing it well (I’m looking at you Hammer. I kid you not, he’s on his game.) And does it matter? And what stars is it working for? Blah blah and so on. In the twilight of the republic I see the NYTs is now just a boot black for US Weekly.

Filed under: online advertising, social networking, supergenius llc, twitter, viral,

Reinventing conservatism, one tweet at a time

Reinventing conservatism, one tweet at a time.

A brief nota bene from the clever kids over at Ars Technica. Does Twitter of any tech tool really matter more than ideas? Probably not. But interesting to note how Twitter continues to be the flavor of the moment.

Filed under: social networking, twitter, , ,

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Super Genius LLC is a digital media and creative incubator that excels at bringing fresh, new thinking to existing strategy as well as blank-page strategic development. Our mission is to open up unique and exciting ways of connecting brands and consumers.

"The future is here, it's just not evenly distributed yet." William Gibson

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