How CMOs Integrate Marketing Agencies and Consultants

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Image by cleonleclerc

Consider how companies integrate agencies and consultants into the modern, multichannel marketing environment.

Contrary to today’s blogosphere conversation, CMOs, other C-level business executives, and their marketing lieutenants still drive marketing strategy in organizations. Agencies and consultants vary in role from strategic partner to tactical provisioning.

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Marketing in the Round Infographic: The Tip of the Iceberg

Marketing in the Round Infographic

Today, Gini Dietrich and I launch Marketing in the Round in Chicago with a virtual (1 ET) U-Stream book bomb and a live (5 CT) networking event! Read Gini’s post here about how the book happened.

Immersed in the era of visual media, what better way to start the day than with an infographic of statistics used in the book (also available directly on Flickr and Scribd). The RAD Campaign designed infographic demonstrates how today’s online marketing conversation, actual business expenditures, and business selection of tactics are not in synch.

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Why “The Pitch” Will Perpetuate Bad Practices

Perhaps you have seen the preview episode of The Pitch, AMC’s newest show about the advertising industry, which debuts on April 30. In this first episode WDCW competes against McKinney Advertising for a Subway breakfast ad campaign. While dramatic and entertaining, the episode also perpetuates several bad practices that plague the entire marketing sector.

This “reality” TV approach focuses on the tension of competitive pitching for major accounts. It assumes that winning depends on the creative that resonates most with the decision committee. In this case a Mac Lethal video-inspired campaign from McKinney out duels WDCW’s zAMbie campaign for Subway’s breakfast line.

But nowhere in the episode do we see serious conversations about the following:
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Six for Six

Day 71 - Dreidl Die
Image by slgckgc

Next Monday marks the six year anniversary of my first blog post. As I’m blogging less these days, I decided my final post of this year with six reflections based on my experiences over these years. Here are my observations about social media, blogging and marketing based on my journey:

1) The Idealism of Better Business Through Social

When I began blogging, I believed in The Cluetrain Manifesto. Its raw message that businesses would be forced to act better thanks to social media spoke to me. Cluetrain inspired hope that conversations could change the very fiber of business in favor of people. I was full of passion for that change, and my first book Now Is Gone reflected this idealism.

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The PR Industry Can’t Help Itself

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Of all the professional skill groups that can be included in the marketing toolkit, public relations is the most ridiculous (PR is also used for public affairs and other non-marketing activities). Filled with backwards unethical and untrained professionals that consistently spam people and promote attention metrics instead of actual outcomes, the PR profession can’t help its poor image.
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The Secret to Success: Impact and Experience

VCU Mass Communications Commencement Speech

I gave the following commencement speech yesterday in Richmond to Virginia Commonwealth University’s School of Mass Communications. The speech focuses on what makes for a successful career in communications, specifically by navigating today’s fast moving media environment. The keys to success are gaining experience and delivering impact.

Thank you to Bill Farrar, Yan Jin, Jon Newman and the rest of the faculty at VCU for having me. And thanks to those of you who took the poll and answered questions on the challenges facing today’s communications students entering the job market.

Commencement Speech for VCU Mass Communications School