Joe Keegan’s Post

OMG ADWEEK, Kyle O'Brien & NoCo. This study is amazing. Agency execs of every stripe, producers, clients...everyone....you need to read this. It speaks truth. Truth for a producer and production's role in the advertising/marketing world, truth in our value and truth in the way forward. Something we're doing at The Martin Agency. I've been shouting this for a while, but producers ARE the linchpin to great ideas and work. Production shouldn't be looked at as the caboose on the project, but instead as the engine moving it forward. As working instead of non-working dollars that have immense impact on a brand's voice, tone and feel. In how it appears to consumers in the world. While audiences continue to fragment and eyeballs are everywhere instead of just network TV, the producer HAS to take a more prominent role at the table. In particular seniors and executive producers need to be brought into client relationships at the outset with an equal voice to our counterparts in creative, strategy and account. At The Martin Agency we're taking a wholistic look at production strategy rather than simply execution. Diving deeper and more comprehensively into the why, how, when and where production impacts a brand and it's ecosystem rather than simply as an executor of assets and deliverables. This study makes me, and I'm guessing most every producer feel seen! #martinproduction Nicole Lederman, Ann Parker, Kim Zaninovich, Heather Collier, Tricia Hoover, Ramin Mirshah

Good article. Never hear this perspective!

I'll be 30 years in the industry this January, so I've seen a lot, including recessions in 2001, 2008, and 2020, COVID-19, client losses, office closures, and work in multiple cities. Hey, I am from Detroit, and that city rises from the ashes about every 10 years. The worst is happening right now...watching Production Departments get commoditized by bundling it under one roof ("group") or under a separate company rather than with the creative AOR. When clients do this, they miss a huge chance at making their OOP dollars go further with better vendors. WHY? When you hire a creative agency like The Martin Agency, you hire their Producers and Business Affairs team to work side-by-side with your creative team to get the best work for the best money. We start at the beginning and are a desk, Slack, or Zoom away. There's no form to fill out to get a Producer. There's no creative on an island to hope what they have works with the timing and budget. From the beginning, they have a Producer and our job is never to say "no" - we say "no, but..." and help craft how the creative can be done well within time and budget. The article also makes other great points about Production being undervalued and the lack of training for the department in general. I just wanted to call out what I did in the above because it's NOT good for creativity and it seems to be the thing right now. Brett Alexander - has a whole 'nother point below about strategy and getting us involved sooner in the client process and being part of the holistic view in the brands we work on. This article by Kyle O'Brien at ADWEEK validates everything our department has been preaching. Thank you for the study NoCo. https://lnkd.in/em3CfHmJ #MartinProduction

Production centric creative has been an approach with great success - and with budgets and turnaround becoming more tight and creative proven to come from anyone, anywhere at anytime, this is an approach I not only agree upon but is cornerstone to my consulting for Culture Driven Efficiencies. It’s a good read with data to support. No high end creative needed to get the message and content across. This does not negate the need for powerful and arresting creative but points out a leveling of the accountability and responsibly to ensure all are pushing for the same goals.

Budget got you down? Audio provides a cost effective and measurable alternative that can help your brand weather uncertain economic times. In fact, radio ads can be up to 22% more cost-effective than television ads in terms of cost per 1K impressions. Take a look at our blog post below to explore audio advertising strategies when the marketing budget gets tight. Contact us to harness the power of sound. https://lnkd.in/gxrvh_qU #AudioBranding #AudioAdvertising #BrandMusic #Audio #Marketing #Branding

The Shift from #Interruption to #Engagement Traditional advertising is often characterized by interruption – think TV commercials, billboards, and radio spots. These methods aim to capture the attention of consumers by inserting promotional messages into their daily lives. In contrast, #contentmarketing takes a more subtle and engaging approach.

"If you pay peanuts, you get monkeys." Avoid content stress and try this instead... ANSWER THESE SIMPLE QUESTIONS: Would you like your content partner to deeply understand your audience, goals and key messaging? Should your hired creatives generate NEW ideas around strategic campaigns that have proven to be successful? Would you like to work direct with the productions producer and save on paying that middle person who most of the time only slows down the process? If you've answered YES to all of the above, then you need to contact us. We are Damn Handsome. www.damnhandsome.co.nz

I am asking a serious question. You just have to watch TV to see the barrage of suckness hurled into your face. No ideas. Bad writing. No story. Cringeworthy taglines. Why is this so? 100% of the blame surely can’t be put onto clients. I’ve met clients who bemoan the work their agencies show them. 100% of the blame surely can’t be put onto agencies. I’ve met agency leaders who bemoan their clients. So, I ask again….what the f#ck is happening with creativity in advertising and how can it be fixed? On the client side, is it fear? Is it a bad relationship between the client and the agency? Is it budgets? Is it deadlines? I’d love to know. On the agency side, is it also fear? Shareholders want their money. But that doesn’t explain the smaller shops. Is it a lack of senior talent? Maybe they should have kept more on board if that’s the case. Is it deadlines? Is it budgets? Again, I’d love to know. Yes, there are some nice pieces of work out there…I just judged an awards show and saw some for myself. But they are the needles in a very big haystack. Ads don’t need to suck. They can be better. Ideas and creativity sell. The industry is in a state of flux. I see a lot more change coming. I feel, and this is just my gut talking as my name is not Nostradamus, that the age of ‘small being the new big’ is looming large. It has happened before. We’re seeing the big agencies let people go, close down offices, the holding companies are merging divisions and other agency brands they own. People don’t hate brands. They do hate being annoyed by brands and being interrupted by bad advertising. So, it doesn’t make sense to bombard the very audience you need to engage with annoying, bad, and boring messaging.  I’ve had the benefit of stepping back for a while, a self-imposed hiatus, and not being in a leadership role of an agency for a year has allowed me to look at the bigger picture. It’s not a pretty picture. Who do I think will be the winners? The independent agencies. The small shops. The teams who went solo and gained the trust of clients. You don’t need a cast of thousands to create ads. You just need the right people, some ideas, and a strong agency/client relationship. This sh#t is not rocket science. Okay, rant over. Please let me know your thoughts below. #advertising #creativity #creativedirector #adagencies #cmo

When brands proclaim their fame, they say ‘as seen on TV’.   Not ‘as seen on Instagram’.   To be blunt, you’ll never be famous if no one’s heard of you.   In a sea of online content, TV advertising is a beacon of certainty and I can prove it.   (If you don’t like stats, look away now*.)   TV ads are responsible for 71% of all advertising-generated profit.   “Oh, but it’s too expensive” people say.   TV is the lowest-priced video channel. (TV’s cost-per-second is £8. YouTube’s is £12. Other online video is a whacking £130.)   “But you need a huge production budget”.   No, you don’t. Check out this wee beauty:   https://lnkd.in/dz_6yzrC   TV is the lowest-risk advertising investment with the highest likelihood of profit return.   And it’s the single biggest source of website traffic. (For comparison, TV stands at 42%, social at 5%).   TV ads are the quickest way to make your brand famous.   And I’m good at writing them, just saying.   *If you love stats, I got mine from https://www.thinkbox.tv/ #tv #telly #gerryfarrellink #copy #copywriter #creative #ads