Ad Agency Models Are Breaking!
PepsiCo exec Brad Jakeman warned that Ad Agency models are breaking. He said that he hates pre-roll ads!
Many people hate them too. They barely tolerate them so that they can get to the real content that they want to see.
I know I’ve muted the ads on YouTube or other channels when I find them too annoying. Rarely will I sit and watch the whole ad. Luckily some ads only last for a few seconds before you can hit the SKIP button! If it’s a long ad like 30 seconds, mute!!!
His rant included:
“The agency model that I grew up with largely has not changed today,” he said, noting that he has been in the ad industry for 25 years. “Yet agency CEOs are sitting there watching retainers disappear … they are looking at clients being way more promiscuous with their agencies than they ever have.”
Ad Agencies have to really evolve or die. Disrupt or be disrupted.
Was he too tough on them?
He also ripped into client agency meetings made up predominantly of white straight males discussing brands which are bought 85% by women. Unless you happen to be Karl Lagerfeld or Tom Ford, get some other people especially women, into your teams and meetings.
How embarrassing to have an ad approved and rolled out to find that the women in your agency hate it! Where’s the team work?
Know Your Target Audience
Who makes the buying decisions? If you’re not sure, go to the store or supermarket for your product and watch who puts them into their trolleys!
- If it’s predominantly women, ask them what they think about it.
- If it’s single moms, find some and get their feedback.
- If it’s couples, find some and get their input.
- If it’s seniors or baby boomers, find some and ask them!
It’s not really rocket science you know.
Live Long & Prosper. Peace.