Jaffe Juice

After BMW, comes Pirelli

Pirelli has just released a prelude to a long form content creation, titled "The Call," starring John Malkovich and Naomi Campbell. Considering the automotive connection, it brings me back to the lauded Films, i.e. using well known celebs in a movielike long form context.

The common theme of the film and Pirelli's positioning is all about power and control (sound like traditional marketing, don't it?)

On a related note, it was either The Call or Skating with the Stars for JM and NC. Hopefully they both chose well.

How Technology will save Marketing

Bob Liodice, who runs the ANA, just posted a very insightful update on his blog. It's a strong point of view on how technology and marketing are forever interwoven...from here on end. Actually strike that, it's more profound than just saying technology is important...technology is in fact the single most crucial component that will bring marketing communications back to life and help navigate "beyond the 30-second spot" (their upcoming TV Forum theme)

It's funny. The original title of my book proposal was "How Technology will Save Marketing" (some of the interim feedback was "not sexy enough" and "not that bubble again" - aaaah, nothing like saying, "I told you so")

Liodice sums up technology's impact 4 ways:

1) Its impact on the consumer (chapter 7)

2) Its impact on media (distribution platforms - from blogging to iPods to PSP's)

3) Its impact on branding (chapter 8)

4) Its impact on measurement

He also introduces and outlines a suggested strategic platform for CMO's moving forward, which pivots on and around:

• Brand Building
• Integrated Marketing Communications
• Marketing Measurement and Accountability
• Marketing Organization

It is closely aligned with my belief that New Marketing is all about C.O.S.T. (plug for Russ) - no, NOT THAT COST, but rather:

a) Cultural

b) Organizational

c) Strategic

d) Tactical

It also plugs into another purposefully contradictory acronym from my coffers - R.E.A.C.H.

• Reject the Status Quo
• Embrace Change and New Marketing
• Accept a Higher Level of Accountability
• Challenge your external partners and yourselves to adapt....or die
• Hire and train like there's no tomorrow.

So apologies if you think I'm crowing, but I've earned it.

The power of us: ESPN stops charging for ads

In a lightening reversal of policy, ESPN pulls their pay-for-ads proposition on iTunes (read: it's now free). In return for their generosity, iTunes wipes their review slate clean - hence the * to ***** metamorphosis.

This is real testiment to the power and influence of the blogosphere. And quite frankly, in a positive and impactful way that effected change for the better

The Resurrection of Daniel

Not quite, but close. NBC will be streaming unaired episodes of just cancelled The Book of Daniel on the Web. Little downside, as many of the Conservative Christian groups who objected to the show's existence probably don't have broadband yet.

It does open a rather interesting dynamic for shows that have been cancelled on "terrestrial" TV, which now may enjoy an on-demand (business model uncertain) second chance on the Web (or iPod, PSP etc.)

My original post on the subject here.

Brand T&E - part II

A short while back, I introduced the concept of Brand T&E. In this post, I was mostly referring to how a brand (and its company) treats/regards/acts towards its consumers, with respect to putting their product/service in the hands of their customers who are most loyal/passionate/talkative/etc.

Here's a different spin...

I know an agency (not saying who) who has a client in the airline business (not saying who) One would think that they would fly for free, get tons of upgrades and most of all, get points. Not even close...

They fly on standby (and yes I know, rather a paying customer than a hired vendor) and don't get any points/frequent flyer miles. Yes, I understand the underlying reason/rationale, but why wouldn't you want to reward/spoil/indulge the persons charged with investing a signficant line item/expense...your marketing/media dollars, and in doing so ensure and maintain that their passion and commitment to your brand is unwavering.

The flipside is equally true. If an agency works on Coke, they should not drink Pepsi. EVER. They should replace their vending machines (assuming they weren't Coke to start off with) OK, that's an easy one...what about representing Kia or Hyandai or Jaguar :) Same rules should apply. In the first two cases, agency execs should be cashing in or putting their Beamers into storage. In the latter case, the client should be stocking up their talent zoo with purring feline queens of the night.

Live the brand. Spend the T&E. To be true to others, first be true to yourselves.

ESPN - what were you thinking?

I recently posted about the decision to charge consumers on iTunes for clips from Saturday Night Live. And just when you thought it couldn't get an uglier, ESPN decided to charge consumers for THEIR ADS (This is Sportscenter)

Consumers respond with a very kind * out of ***** rating (via MicroPersuasion)

No question these ads are entertaining and amongst the better of a pretty dismal crop. That still gives ZERO permission to charge for them. It's either greedy, clueless or both.

The more things change...

I was listening to FIR and Neville and Shel said something which I thought really resonated. It's one of those things that sounds simple, and yet it's profound...

They spoke about new and emerging forms of media (in this case, blogs) being used for old purposes (in this case, selling stuff)

To me, it serves as the ultimate reality check and reminder as to why we're doing what we're doing...and what business we are ultimately in. That would be selling.

Now, how we do this is completely another story, and in my opinion it is the smart, shrewd and strategic mix of bold old and new that helps us achieve the same goal - then, now and always.

Frey at last, Frey at last; Thank Oprah Almighty...She's Frey at Last

I just watched Oprah's interrogation of AMLP "author", James Frey. Instead of joining the mob of millions in grilling him and passing him guilty until presumed guiltier, I must admit...I felt sad for him and disgusted with everyone else, including his after-the-fact publisher and O.

A good part of the program was the vilification of Frey, but another healthy chunk was spent feeling good about Oprah..because she made a mistake, but hey at least she admitted to it, which is more than we can say for that pig Frey (PS The dude is fragile with a capital FRAGILE and DID make a joke with Oprah, which she DID mention on air...about hoping there was a gun waiting for him backstage)

Oprah made a stinker of a mistake all right...by calling in to Larry King and defending Frey, she acted as impetuously and foolishly as a high profile blogger with a nervous twich on the mouse button. For that, an "I'm sorry" shouldn't have cut it...her advisors, confidants, legal eagles and financial bean counters were AWOL or if not, should be. She clearly had some kind of (self) interest at stake (her reputation through her influence; from viewership through Oprah book club sales)

Then comes her show...and once again, self interest is pervasive. Good for ratings, no doubt!

As for Frey, he clearly was uncomfortable and yes, even though he should have been...clearly he was not at the show in order to stir the controversy and sell more books (which is happening without his current efforts, thank you very much) Instead, he was most likely contractually obligated...and dragged (this time for real) kicking and screaming by his publisher, who her/themselves wanted to save face...or at least kiss Oprah's butt.

Please don't get me wrong...I'm not and never will condone Frey's actions or fuzzy account. Nor would I ever hope or dare to attack The Oprah, who is truly one of THE most remarkable people in our current (why stop there) generation. Her generosity...HER story...memoir or not....even at 50% accuracy...is worth a billion big pieces (or at least book sales) What she has done for this country...for my country (South Africa) and so many others, is not short of miraculous. BUT in this case, she messed up...and let this be her only blemish in what is otherwise a stellar career and life.

Just don't dedicate an entire show on your terms and bring a bunch of journalists onstage who are going to tell the world how wonderful you are.

Instead (Doubleday - are you listening?), why not donate the Advertising proceeds of your show to recovering drug and alcohol addicts who don't have anyone to hear/care about their story or need someone to talk to or need help in general. And as for Doubleday, you should be REFUNDING every and anyone who produces a physical copy of the book under the pretences of being wronged/duped/insulted/emotionally traumatized. And yes, you should hire a lackey @ $30,000 to check facts. Brother.

And I do think the media that played a pivotal role in sensationalizing this story should also stand up and give something back. This may sound backwards and illogical, but there are so many people who didn't need his bubble burst...to the extent that their reality of Frey's perception uplifted, inspired and/or helped them, that too is now gone.

The whole show kept on emphasizing truth and how truth sets you free and how the first step in moving forward is to be truthful...and ultimately how that centers around being HELD ACCOUNTABLE.

All of you should give something back....if you're all about the healing, why not start with the people who are hurt.

Comparing Apples with Tomatoes

W+K creates a new ad for Honda. It's not half bad. So what?

W+K responds on their blog:

804,000 people watched our Civic 'Choir' ad ad online last week. Not bad. The viewing figures have been so high that they have needed to host the ad on a different server from the rest of their site in order to cope with demand.

804,000 people in a week. That's what. It's a real number and it's time to start extrapolating what 804,000 actual views (overtly permission based) means compared to all the potential views which are typically purchased in a typical media plan. In addition to actual audience numbers, you might also want to factor in actual cost to the client (hint: you'll be comparing paid media to server bandwidth...doesn't sound like much of a comparison, now does it?)

Still haven't listened to a Podcast? Well, listen to this one!

It's Across the Sound - my New Marketing Podcast - Episode 18 with myself and this week's co-host, PSFK's Piers Fawkes. I recorded it today, post-produced it in the car on the way to the airport and uploaded it from the Admiral's Club. Pretty cool.

One thing that I thought I'd mention (and it's not as obvious as it sounds...pun not intended): you don't have to have an MP3 player/iPod and/or have access to iTunes. You can just as easily click on the actual MP3 file on Across the Sound (you'll see it right at the top of the post) and listen to it from the comfort of your cubicle, desk or computer.

Right click if you want to download it onto your laptop and you can listen to it on the plane, train or 20,000 leagues under the sea.

If you're in the business of advising your clients on new and emerging forms of media and marketing, then it's time to release the rhetoric and starts listening to the talk.

Full shownotes are below: