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NONE: ONLINE-ADS>> Re: The future of the advertiser/agency relationship
ONLINE-ADS>> Re: The future of the advertiser/agency relationship
David Smith (david_smith_at_kvo.com)
Tue, 1 Oct 1996 00:46:38 -0700
John R. Fess wrote:
<snip>
On the other hand, there are some agencies who "get" the interactive world
and provide value to their clients in a different way. Instead of making
money off a percentage of ads placed, they charge professional fees to
assist their clients in understanding how to use the web and other media as
effectively as possible. If the best course of action is _not_ to buy web
ads, then that is what such agencies will recommend. What a refreshing
concept! :-)
</snip>
Can't leave this ace on the table.
KVO chucked advertising media commissions years ago for a fee-based model.
That has made it simpler for us to offer new media services. And since we
can push the levers of advertising, PR, direct mail and executive
communications, I can tell (and have told) clients when projects are NOT
suited for the web. Strangely enough, they haven't felt refreshed, but
perhaps disappointed.
Then John asks:
<snip>
Winners on the web will be smarter about how to use it effectively and any
agency which helps an advertiser get smarter is providing real value --
regardless of how much advertising is ultimately purchased.
Any other thoughts/feelings/comments about agency services:
What value do they claim to provide today?
What value will they need to provide in the future?
Who "gets it" and who doesn't?
</snip>
One value is applying familiar rigor to the new medium. Who is your
audience? What are their needs? What do you want them to do (your
objective on being online)? How will you judge success? Many advertisers
are so spooked by the web's immediacy and interactivity that they forget
the fundamentals. But as always, the agency that designs a program aimed
at specified goal serves AND educates its client at the same time.
One thought: media commissions aside, a bigger challenge for ad agencies is
overcoming a "project" orientation. We are used to short-term projects to
create a specific ad, commercial or mail piece. But a web site is a
living, breathing animal that needs care and feeding. We've had to
experiment with new creative processes, QA steps and analysis capabilities
to help our clients maintain web projects. At the same time, we set
clients up to maintain their content themselves. Not only is this more
time and cost efficient for our clients (than having us perform routine
maintenance), but it also allows them to invest in our services more
strategically.
das
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
David Smith, V.P. New Media, KVO Advertising and PR
Web Strategy, Development and Promotion for Corporations
david_smith_at_kvo.com (503) 221-2391 fax 221-0564 http://www.kvo.com
Portfolio #14: A new mystery. New games. New T-shirts. Hit www.kvo.com
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