Guinness Tipping and Blog Outreach
I’ve had a second email about the Guinness Ad Hunt, Guinness Tipping. This one was from iChameleon, not AMV BBDO as the first one was. Interestingly the latter appear to be a client of the former, so not sure if they were employed to do blog outreach in addition to what the first agency were doing,.
This is demonstrating one of the difficulties that I am seeing at the moment in the social media space - who is doing what in a campaign. In something I worked on recently, 5 agencies were involved in planning and executing an outreach and video distribution campaign and lines were not clearcut. Different reporting, different accounting meant that some stuff appeared to be duplicated, assets were not utilised to maximse spread and some things were missed. Is it the PR agency, a specialist agency, the producers of the content - who has the skill set, the time and people (and the financial set up) to do these things. A complicated factor is competition for the business. Last year, doing something similar, it was simpler as few wanted the business or even considered it. This year, it’s all changed and I see different types of agencies working across an account all trying to get into the social media space and competing against each other. If the client does not have ways of dealing with competing agencies - who are likely to compete for additional business whatever ‘integration’ they have across the campaign, then it can only end badly. I’m expecting there to be large changes over the next year as this service becomes part of standard offerings from all types of agencies - do you know how you are going to assess them?
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POSTED IN: Advertising Agencies, Blogging and Blogs, Buzz Marketing
3 opinions for Guinness Tipping and Blog Outreach
That Agency? This Agency? « Agency Spy
Oct 29, 2007 at 5:04 pm
[…] Read her whole insightful statement here. Posted by superspy Filed in Agencies, BBDO, Brands […]
Todd
Oct 30, 2007 at 11:32 pm
So funny. When will clients learn? When agencies compete, many times they lose. There’s very little thoughtful cooperation. There’s no real leadership. There’s a cocophony of styles and a voices blaming each other.
Each time they say, “No, no, we do this all the time. We don’t mind taking direction from another agency.” or “We will totally work with x, y, and z agency to come up with the most integrated solution for you.” Then you kick it off and it’s dropped ball after dropped ball.
Rachel
Oct 30, 2007 at 11:47 pm
What is not clear is if Guinness employed iChameleon or if they are working for BBDO. BBDO are listed as a client of IChameleon but Guinness are not (and they would be if they were being employed directly - it’s a big client). Whilst agencies competing and never being clear is common, annoying and a waste of client money, this situation appears slightly weirder, with one agency starting the outreach, outsourcing it and then never telling them who they had contacted.
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