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Blogs in Marketing: Small, Smart Boutiques Trump Big Ad Agencies Every Time

Dictionary.com defines clueless:adj: totally uninformed about what is going on; not having even a clue from which to infer what is occurring

Like PR firms, ad agencies have begun to talk about social media and blogs so their clients will think they have a clue.

Interpublic Group, for example, announced that it has formed a new division to deal with new media. At least I think that's what they were trying to say:

"In the age of the empowered new consumer, the establishment of this unit at Interpublic Media is a logical next step in broadening our offering and further maximizing the opportunities for our client partners in the emerging media space," Rosenthal said in a statement.

MarketingMonger had a great post, "Interpublic, Where Are Your Blogs?" which noted that Interpublic Group, 91 ad agencies, 43,000 employees, $6 billion in revenues annually, no agency blog listed on its website, and only three corporate blogs among its member companies. How can they possibly lead a conversation they haven't even joined?

Can ad agencies catch up? Not bloody likely
Look guys, social media is here. It's happening. It already affects your clients. And little boutique companies like this one, and this one and this one are using blogs and social media for campaigns that are leaving you behind in the dust.

Here's some free advice: Do what you do well. You know PR and traditional media. You understand the metrics, you know how to get your clients to spend big bucks. Now you need to hire us to bring your clients into the world of social media. That way you can stop wasting everyone's time and money on your education. Otherwise, by time you get with the current program, the next big thing will already be passing you by.

Categories: Ad targeting, Advertainment, Advertising Campaigns, Alternative Marketing, B.L. Ochman, Best Practices, Blog Advertising, Blogging and Moblogging, Cross Media, Internet strategy, Marketing Strategy, Multi-Media Advertising, Needs a Blog, Up Your Budget Treasure Hunt, Viral Marketing, Word of Mouth

BL Ochman | Mar 14 06 3:04 | TrackBack (0)

Comments

Anyone who uses the word "maximize" as a verb deserves a verbal lashing from B.L. Ochman. BTW, IPG's Weber-Shandwick PR unit has made some strides on the blogging front, AND they now have Jeremy Pepper in the house!

Posted by: Peter Himler at March 14, 2006 5:13 PM

Thanks for this. Jill's saga is so very sad; sadder still that there's been more coverage on W's ratings than Jill's plight of late. He deserves what he's getting. She doesn't.

I'll post on it later.

Posted by: Rick Murray at March 14, 2006 5:46 PM

I'm not sure it's a fair asessment to say "How can they possibly lead a conversation they haven't even joined?" Just because an organization doesn't have an official blog, it doesn't mean they don't understand blogging. Like most other companies today, their employees are blogging.

Posted by: John at March 15, 2006 8:58 AM

I really don't think you can draw this conclusion based on the size of an agency, B.L (but then I would say that wouldn't I?).

Smart is smart, whatever your size. So is clueless.

Posted by: Niall Cook at March 15, 2006 9:14 AM

Amen.

Posted by: Tac at March 15, 2006 12:34 PM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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