Thunderclap

More news. Saw this story that details Blackberry’s business plans. Article suggests they are looking for a new CMO and will increase their focus on marketing. Perhaps a little too late, me thinks. How can your agency help them avoid being a myspace of their category? Perhaps you have a history of helping brands play leapfrog. Or…

But the royal we of Thunderclap digress!

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Another client leader change can be seen at buy.com. Here’s the story. Lest you think their brand is too small for  you. From their press release, “with more than 18 million customers, Buy.com is a leading retail marketplace, focused on providing its customers with a great shopping experience and a broad selection of retail goods at everyday low prices.”

Their new CMO has digital marketplace experience, hailing from Newegg and PC Mall.

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Typically, you see pitch predictors here based on client-side personnel change: new CMOs, directors of marketing, etc. But today, you’re seeing this one for another reason: badvertising. I saw this campaign break weeks ago and immediately saw this business will go into review.

I also happen to be a Netflix stockholder, and have been extremely disappointed lately. Here’s a Youtube link to Netflix stuff.

But wait, there’s more. Turns out there has been a change in management, too. Leslie Kilgore is stepping down as CMO. She will remain on the company’s board of directors.

Hey there! Thought you might find this interesting, as it can get your brain thinking about a similar idea. JWT introduced something called “Worldmakers,” which appears to be some sort of video series. Here’s JWT’s Youtube channel. Each video bit is an interview JWT Worldwide Chairman and CEO Bob Jeffrey interviews an interesting marketing leader.

If you’re interested in new business, this is worth checking out. Here’s some of the why and how:

It’s got legs. JWT kicked this off at the recent CES. So, the agency has many high profile people at one place. So, it’s cheaper to produce, easier to get interviews, easier to develop a SERIES of videos, etc. Name the great big trade shows that happen over a year, and you just might see Mr. Jeffrey there this year. On a strategic level, this is a platform that enables discussion of many topics relevant to the target.

It’s a door-opener. Of the highest caliber. So far, JWT has seemed to interview a handful of brands and media channels. I don’t know if the brands they’s interview are clients or not. But probably are. Many prospective clients – particularly those with a global reach and influence – have healthy, strong egos. It could be flattering for them to have a platform to share their perspectives. This is an emotional insight on a new business prospect. In my humble opinion, the best new business ideas stem from personal insight and relevance to your target. 

It’s on-brand. Looks like JWT’s latest brand story is Worldmade.” When I simply look at the video, see all these city names zip by, and then their global leader speak, I tend to think JWT is a global leader. Worldleaders.  Worldmade… Call me crazy. But you can see where this is going.

It’s online. Here’s an introduction to the series. It’s fairly standard and will give the viewer an overview of what Worldmakers will be. What struck me about this was not the video itself, but the page it was on. It’s chock full of interesting little video bits prospective clients would love.  Great ways time-starved professionals can be inspired and get an insight or two. Like their top ten trends for 2012 bit. There’s an opportunity to build an online community here.

I have followed JWT’s new business efforts on and off for years. And look forward to seeing how this will help their efforts. But from YOUR perspective, gentle reader, don’t think for a minute you can’t do something similar. If you have ten people in your office. Or ten thousand, spread across the world. Here are two quick thoughts:

Your one-office brand is in a specific city and region. Is there a spin you can bring to that? A series of interviews you might conduct? Keep in mind it doesn’t have to be a highly produced video. Could be a service of whitepapers or blog posts. Or…

Do you have a specialty? A target? A category? A specific business challenge? Don’t make me pull this car over to help you think this through. On second thought, gimme a shout. Papa’s got a mortgage to pay.

Anywho, hope this inspires you to find some new ways to develop relationships and build awareness for your agency. Thanks for reading. And keep on coming back.

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We here in The States could learn a thing or two from our neighbors to the North. Particularly as it relates to business models. One example is an outfit named LoyaltyOne. Your first clue that these guys are smart is their URL. www.loyalty.com.

I first heard about them when I needed to get smarter on the latest trtends in loyalty marketing. Our Canadian neighbors offer us a lesson in packaging and positioning agency-like services that enable a company to make new money from new markets. What follows, naturally, are a few observations about this company that can get you thinking about new ways your own firm can make money.

LoyaltyOne has six units; each centered around interesting vertical offerings. Airmiles is centered around direct marketing and analytical services in the airline business and could easily be extended into other loyalty-heavy categories with reward programs.