Posts Tagged ‘Albion London’

How do you make something go viral?

June 25, 2010

I’m cheating a bit and doubling up another post with the Albion Blog, but thought this was worth a mention on here also. On Wednesday morning this week I was overcome with geeky excitement when a picture I posted ‘went viral’.

As much as I hate those words, and find it difficult to comprehend when clients ask for ‘virals’ – It was great to see the power of online word-of-mouth succeed again. I just wonder if this had a company logo in the corner it would have done half as well. Have a read of the full post I wrote here.

The England Muppets

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Digital & Traditional Agencies; The Differences.

April 13, 2010

I’ve written posts in the past about the differences between digital agencies and more traditional Ad agencies – both claim to be leading the way with innovative communication methods (online or otherwise). So, I thought it was about time I opened the floor on this and asked a few industry stalwarts to chip in – these guys have been living and breathing agency life since before I was donning my graduation cap, so pay attention.

First things first, I’m not going to get bogged down with who comes up with the better ideas – or even start to talk about that magical word ‘creativity’ – that opens a whole world of different arguments. But here goes:

  1. The attitude. Phil Adams (Ex BBH, Leith and now Managing Partner at Blonde) explains how  Digital agencies are naturally collaborative – Digital people share and talk openly in the expectation that doing so will make things better’ and ‘They also embrace the idea of launching something, then perfecting it.’ Whereas he explains traditional Ad agencies can be more closed and insular in terms of generating ideas, building to a ‘supposedly’ perfect big reveal.
  1. The budgets. Jerome Cortial (Ex Glue, BBH, Weiden +Kennedy and now Strategy director at Saint London) places massive emphasis in the hard cash that different ‘types’ of agencies get hold of: ATL (above the line) agencies have big budgets. They can afford time to think, plan and execute.’ But on the other hand he explains: ‘Digital agencies are built on speed – Briefs need to be written in hours, creative ideas cracked within a few days’.
  1. The ideas…Digital is NEVER an add on. Keith Martin (Ex WCRS, BBH, Albion and now Business Director at Work Club) will try and claim this one – but I also want it for myself. Look at any agency nowadays that answer a client brief with a TV, Print or PR idea and doesn’t show how it lives and breathes online in its own right, and you’re looking at agency that won’t be around for much longer –  Some traditional ad agencies are still guilty of this sin, adding the ‘bolt-on’ digital layer of an idea just to tick the box.

So there are many other differences to add to my list, and I may well run this into a second post later down the line. Things such as agency culture, how ideas are sold in to the client, the ‘rock star’ effect and the key difference in talent that’s attracted to certain types of agency.

But studying the responses I received to the original question – I keep coming back to my original thought – putting all the differences to one side, and I’m in agreement with all of the above (some I’ve seen more clearly than others) – all agencies, no matter what their industry pigeon hole, should just be concentrating on creating communications that capture the imagination of our digital-dependant world.

Thanks to all who contributed, if not mentioned above you certainly added to the thinking here.

digitalagencyblog.com