Image: Perception vs. Reality

by jneer 23. September 2009 06:52
There are two recent articles in AdAge about retouched images.  The first “French Lawmakers Want Warnings on Airbrushed Photos” (AdAge 9/21) and the second “The Gulf Between Ads and Reality Captures on German Website” (AdAge 9/22).

Does reality appeal to consumers?  

Marketers strive to find that perfect balance of rational and emotional and part of that emotional connection is aspiration.  Consumers want to see something they desire to have, but it also has to feel somewhat attainable. In recent memory, one ad campaign that showed reality, and celebrated it, was Dove Real Beauty. Much was written about this and the fact that its success proved you could use more “real” people to sell a product.  While the campaign was breakthrough and brilliant, the extraordinary initial sales growth numbers have declined since the launch in ’04 (AdAge 9/24/07).  

One has to wonder, should more marketers take this leap or does reality not a sustainable appeal?  Each marketers need to look to their consumers to answer this questions because there isn’t a one size fits all answer to retouching.

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Changing Industries During a Job Search

by mgill 22. September 2009 10:26
Changing from one industry to another is never simple and a recovering market doesn't make it any easier.  In order to effectively make the switch, you have to be strategic and diligent. And have I mentioned before that networking might be a good idea?  So, making the assumption that your networking plan is in tact, here are the top ten considerations if you are looking to change industry.
1. There are some organizations that will never hire from outside the industry.  Don't waste time trying to convince them otherwise.
2. Recruiters are not a likely conduit to a new industry - not because we don't understand the desire to switch, but because we take our direction from the client.
3. Use LinkedIn advanced search to find employees of your target company, look at their backgrounds - are they from industries other than your target company?
4. Be open to less money to get your foot in the door.
5. Target industries and companies that have commonalities, e.g. Hospital Marketer : Doctor :: University Marketer : Professor.
6. Target companies that will see your past experience as a benefit.
7. Craft a career story that bridges the gap to your new industry - don't use the argument  "I'm a marketer and good marketers can market anything."
8. Talk to those who have made a transition; find out what they did.
9. Bring something new to the table - if they are considering you, it's probably because they are looking for new ideas and new perspective - deliver it in the first meeting.
10. Network. People who know you are more likely to "take the risk" on out-of-industry experience.
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Managing your relationship with a recruiter.

by mgill 15. September 2009 03:28
In this market, it's not uncommon to be working with executive recruiters for the first time in your career.  And it may also be why a webinar I recently participated in, on this very topic, was so well attended.
There were a ton of questions and a lot of "it depends" answers, but I thought providing some of the major topics here might be helpful.  So, here are a few of those questions and the answers.
1. Are resumes even read if I send them in by email, without a "warm" introduction?  
Yes.  Absolutely.  If your background is a match for an immediate search, you will get a call.  If not, it goes into the proprietary database.  Most search firms don't acknowledge receipt (good or bad practice is another topic), but ALL read the resume.
2. What type of search firm should I partner with?
    Pick three:    1. Specialist in your industry - technology, pharma, CPG.....
                        2. Your professional discipline - marketing, finance, technology......
                        3. A global generalist that casts a wide net.
3. How do I stay in touch with a recruiter?
First, ask for their preference of communication and frequency.  If you don't get an answer, stay top of mind without asking for too much.  Simple emails such as, "It's been 8 weeks since we connected last.  I'm guessing nothing has crossed your desk that is a match for my skill set, but just wanted to stay on your radar."  Attach a resume.
4. General Advice:  
Don't think of recruiters as a switch you turn on when you need a job and turn off when you find one.  My best clients and placements are people who have developed a partnership with me over time.
MATT GILL | Senior Vice President | Executive Search
Pile and Company, Inc. | 177 Huntington Avenue, 17th Floor | Boston, MA 02115
P: 617.587.3958 | M: 617.276.2514 | F: 617.536.4800 | W: www.pileandcompany.com
LinkedIn: http://www.linkedin.com/in/matthewwgill
Pile Blog: http://www.pileandcompany.com/staffing/blog/
Twitter: http://twitter.com/Matt_Gill_4
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Should an Incumbent Participate In A Review?

by jneer 9. September 2009 10:09
Should a Client have their Incumbent Agency Participate?

Can An Incumbent Agency Ever Win?

Let’s take it from the client’s perspective first.

When we begin a review for a client and ask the question about whether their current agency will be participating, we often hear “Let’s let them participate.  We’ve worked with them for so long.  Its only fair.”

But the fact is the client is not doing the agency any favors by having it participate unless it has a real chance of winning.  It will be spending a great deal of time and money on the pitch.  Time and money that will take away from what it is working on for the client during the review process.  What is really fair is only including the agency if it has a fair shot.

Some questions we ask our clients when they are making these decisions:

·    Analyze the reason for the review.  If it is being done because of poor performance by the agency, can it ever recover?  
·    What is its reputation by others at the company?  Are their factions that don’t want to work with this agency anymore?
·    Will a shift in personnel make a difference?
·    Do they have the capabilities that you have laid out in the Selection Criteria for the new agency partner?
·    Bottom line – do they have a shot in hell of winning?


What about from the agency’s perspective?  Should it defend?

With the recent press that Crispin will not defend its AOR status for VW, comes the question every agency has to grapple with.  Should I defend one of my accounts that are now going into review?

There are some agencies that have a policy on this.  Crispin being one and The Richards Group another.  They will not pitch to retain a current client.  Then there are some agencies that will defend no matter what.   But most agencies make the decision on a case-by-case basis.  To me that is the way it should be.  But how do you decide?  Here are some questions we recommend the agency ask itself?

·    What is the reason for the review?  Do you really know or are you just being given an excuse?
·    What kind of relationship does the agency have with all levels at the client?  Be honest?
·    Is the client changing/expanding what they need in an agency?  
·    Does your agency meet their Selection Criteria?  Again, be honest?
·    Is the same kind of growth potential there for your agency?  Are you making a profit and can you continue to?
·    Do you have more value to add?  Have you gotten into a rut and really not been proactive and moving their business forward.

Decisions like this require real soul-searching and honesty for both the client and agency.

The statistics tell the real story.  Only about 10% of incumbents that participate ever retain the business.  

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Networking - what organizations do you belong to?

by mgill 4. September 2009 05:50
 

As folks return from summer and the market becomes more active – it's time to do the same with your jobsearch, specifically: Networking. If you haven't chosen at least two organizations to spend time networing with, below is a list that will help to jump start your choice.

 

But, before you choose your organiztions you have to have a game plan. In order to get the most out of your membership to an organization you have to do more than show up at events and trade business cards. Get involved at a board , committee or volunteerr level. This allows you to get to know the members and gives you the “authority” to reach out to specific members you want to connect with.

 

www.mengonline.com Marketing Executives Network Group - MENG is a national network of top-level marketing executives ($150k+). The organization is devoted to enhancing its members' professional skills, relationships, and knowledge and prides itself on a culture of genuine camaraderie. I am the local Chapter President and would be happy to answer any questions about the organization.

 

http://netshare.com/ NETSHARE, Inc. is a membership-based organization dedicated to providing executives and professionals across all disciplines and industries with quality $100k+ job listings, networking opportunities, and a community of peers for the exchange of strategic information related to job search, professional development and best practices.

 

http://adclub.org/ The Ad Club is the trade organization for marketing, advertising and communications in New England. Founded in 1904, the club serves as a community connector. Events steeped in tradition such as the Hatch Awards, the Rosoff Awards and the Gala Auction are the backbone of the club and invaluable due to the recognition and networking opportunities they provide to the New England marketing and advertising community.

 

http://www.mitx.org/ The digital world spins at 3,000 rpms, spawning opportunities that are transforming industries, economies and society. Marketers from every segment face square off with that world and the demands for an increasingly seamless relationship between online and offline realities. 

 

http://www.imediaconnection.com/ A great place to gather info, read opinions, keep current with trends and peruse a job board specific to marketing and advertising positions.

 

www.prsa.org  The Public Relations Society of America, based in New York City, is the world's largest organization for public relations professionals. The Society has nearly 32,000 professional and student members. PRSA is organized into more than 100 Chapters nationwide, 19 Professional Interest Sections and Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations.

 

http://www.the-dma.org/index.php The Direct Marketing Association is the leading global trade association of business and nonprofit organizations using and supporting multi-channel direct marketing tools and techniques.

 

 

 

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