CPB popping up in Idaho

Here’s a little tidbit that I came across today…

Crispin Porter + Bogusky (yes, that CPB) posted an ad on the Boise Craigslist site for a Flash Developer. My first reaction was that they posted this across all of the Craigslist sites, but after a little digging, it appears that this is somewhat of a targeted posting.

So the question now is — who or what in Boise Idaho caught the attention of the illustrious CPB, to the point that they’re looking to hire somone from the area?

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Some things just repeat themselves

Once again, I have to wonder who thought it would be a good idea to make a radio spot that consisted entirely of a jingle? Yes, I have written about this before. Last time it was a Hubble Homes spot. This time, the award goes to ZigZorp.com.

What really gets me is that this spot, and the larger concept of a jingle-as-a-commercial got approved. I can see just see it — group of people sitting at a conference room table, throwing around ideas for a radio spot. Someone chimes in with “You know, if we fill the whole spot with a jingle, people will think its another song and won’t change the station.” Sorry kids, but I’m afraid that train of thought has long since left the station.

John and Tug over at American Copywriter covered the topic of radio, particularly the state of radio advertising, in American Copywriter #40. Its well worth a listen, as are all of their podcasts. I’ll also be adding a link to their site in the “Other Notable Sites” sidebar.

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Davies Rourke has a new website

While perusing the Idaho agency sites this evening, I noticed that Davies Rourke has launched a new version of their website. I’m ashamed to say that I don’t know how long its been up, but there is one glaring point that sticks out time and time again…

The entire site has been done in Flash. And while it makes for pretty pictures and sexy graphics, it is the farthest thing from search engine friendly. A little peek behind the curtain (viewing the HTML code) reveals that they don’t even have a text description or keywords for their site.

Okay, so now its my turn to rant…

Davies Rourke, and other agencies that continue down this train of thought are going to continue to fall further behind as the advertising/marketing industry evolves, and the online push continues, as it no doubt will. By building these same Flash-only sites over and over, you’re missing the point that people spend as much, if not more time searching than they do browsing.

Put another way — I’m John Smith, who’s been running my own business for a while now. We’ve had moderate success, but feel that the time is right to seek out a little professional help to build the company’s brand, polish the message, etc. Do I have time to flip through the phone book and make a number of calls? No. I’ve got a business to run. So what do I have time to do? Spend a few minutes while I’m sitting in front of my computer and run a couple of searches to see what I can find. Idaho ad agency, idaho marketing agency, idaho branding agency. Am I going to find Davies Rourke and their fancy Flash site? Nope.

I’ve said it before and I’ll say it again — as an agency, in many cases you are being evaluated before you even know it. If you don’t make it as easy as possible for clients to find you, you’ve lost. Add to it the fact that, from a potential client’s point of view, if you’re not willing to demonstrate your full capabilities on your own site, why should I put my trust, and the money behind it, into letting you do similar work for me.

Okay, I’m done with the ranting for the time being. I have to give credit to the folks over at Davies Rourke for taking the time, and making the effort to put out an updated website. I just think that it could have been so much more.

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A Philosophical Musing On The Letter V — And Words Tethered To It

I first came across this article, written by Russ Stoddard, back in December. Regardless of your position on whether he’s right or wrong, it definitely makes you think. Reprinted here with permission:

There’s a “V” word that isn’t in our Vocabulary at Oliver Russell — and it shouldn’t be in yours, either, especially if you’re looking to create Value.

In this case, V isn’t for victory and it isn’t for the monologues. V is for Vendor.

There. I’ve said it. The dreaded V word.

Now some folks might wonder why I’m making such a fuss. And some might not mind being a vendor. Or called one.

But here’s the deal. We all know that vendor is often used, whether innocently or not, as a dehumanizing, clinical, insensitive pejorative. (Are you wondering how I truly feel about it?) Dictionary definition aside, vendor has come to connote total commodity — who can provide something the fastest or the cheapest. And that’s a dead-end, zero-sum game going forward in the marketing arena.

The key to success when using resources outside your business is to find individuals or agencies or alliances outside your company walls that add value — true partnerships that deliver forward-looking return on investment beyond the simple scrimping of cents on the dollar.

I know here at our agency, we have higher aspirations than to be a vendor — and we’re keen on semantics as well — so we’ve outlawed the word from our vocabulary. We’re sharpening our brains to help brands navigate marketing change and add value with a big-time V. We aren’t looking to work in vendor relationships, and similarly we aren’t referring to printers or mail houses or our freelancers with the V word — we’re according them the respect of partnership and demanding that they add value to the equation for our agency and our clients. And guess what? Sometimes in the process of engaging outside brains we even get thinking that pushes the cost lower as well.

And you? Where do you fall in regards the V word? In the camp of value or on the sword of vendor? I’d like to know — email Russ at rstoddard@oliverrussell.com.

Please feel free to comment here, or send Russ an email if you’d like to discuss this with him directly.

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