Wednesday, February 24, 2010
Everyone is weighing in on the Tiger Woods drama, most
recently the public apology he made last Friday. I must confess that I was right there in front of the TV. Clearly it was well-scripted and he was in a
safe environment with no press calling out questions. I actually thought he did a good job and there is a small, very
small part of me that feels sorry for him. There is no way he can get through this bad time in his life without the
scrutiny of the press.
Today I read this article on bnet.com, (http://industry.bnet.com/advertising/10005744/tiger-woods-speech-more-sales-pitch-than-apology/)
and I was quickly brought back to my senses and to the real world of
celebrities. Early in their careers,
they are only focused on getting in the press to increase their “brand” and
marketability. Then when they’ve made
it, they want to slip back into obscurity, particularly if there is something
they want to hide. Guess what…it doesn’t work that way.
It is no different than the brands agencies work to
build. You can be sure Toyota would
love nothing more than to be fixing its cars without the public knowing there was
even a problem. But there too, it
doesn’t work that way.
So I guess I don’t feel sorry for Tiger anymore…he asked for
Friday, February 12, 2010
Recently a colleague of mine shared this article from the WSJ - Making a Temporary Stint Stick
I think the points here are very valid: prove yourself, ask for the opportunity, become indispensible. There is one scenario I've seen, however, that wasn't covered in the article--the preconceived notion somewhere in the company that you aren't the person for the job regardless of all other factors. It's not uncommon, especially for mid/senior marketing roles, for someone outside of the marketing department to have veto power over a hiring decision. So even if you prove yourself, ask for the opportunity, become indispensible, this individual doesn’t have first hand experience working with you. It’s very possible that having only seen your resume they will make a snap judgment that because six years ago you were in CPG and they are a technology firm and you could never make the leap. Sad but true--it happens.
So, along with all of the great suggestions in this article, you need to add “be a detective”. Find out the politics that surround the role, who are the influencers, who has veto power. What are their hot buttons? How can you dispel any preconceived notions of why you aren’t "the one"?
Wednesday, February 10, 2010
This week, it’s only appropriate that I weigh in on the
Super Bowl ads. To be honest, I was disappointed. There wasn’t one
ad that really surfaced above the rest to be ‘my favorite’ or ‘the best Super
Bowl ad’. I have to wonder, what are
clients trying to achieve with having spots in the Super Bowl? This years Super Bowl was the most watched
TV show ever – ever! What do you
want to tell 106 million people about your brand?
Comedic spots ruled of course, largely comprised of male
humor and user-generated content. The
fact that male humor dominated isn’t surprising, but over the years the humor
has gone from comic to sophomoric. Rather than celebrating the male, it makes him look, well, dumb. Maybe
this year the Creative Briefs simply said: make it funny. I personally just think everyone missed the
Well, at least I laughed a little bit watching
Betty White try to play football.
Wednesday, February 03, 2010
The drama in the automotive industry continues. Just when you thought that things couldn’t get any worse, the king in the automotive wars suffers a huge blow. The questions is “Is there any positive that can come from Toyota’s crisis”?
I certainly don’t have the answer, but will pose a few possibilities:
1. GM reaps the benefits of its “trade-in” offer and moves up in the automotive consideration set.
2. Toyota’s advertising budget increases providing an upside to the media and their agencies.
3. Companies get to witness a real-life crisis communication case and can be better prepared through those learnings.
4. All automotive manufacturers increase their quality control procedures resulting in safer cars.
5. A lesson is learned….growth at the expense of quality, no matter what the product, is a risky path to take.
The coming weeks will be very interesting. I for one will be watching closely, both how Toyota handles the situation and how their agencies rise to the occasion.