Re: UKNM: Battleship JWT

[Felix Velarde]

on 26/6/00 Ray wrote:


>Ah, so the trad agency that owns you is, like Tim's, an exception to the

>rule that ad agencies are wankers? Now I understand where you are both

>coming from ;-)

>

>Anyone else for a bit of self-justification?


Wooo - hangover? Ray dear, we're not owned by an ad agency, we're 

owned by myself and Jason, and a company that owns a company which 

owns an ad agency has a minority stake in Head - all of which is 

public knowledge. Ad agencies aren't 'wankers' - they are however 

specialists. Head New Media is a specialist too; we don't do what 

they specialise in, nor does cousin Lowe Lintas pretend to do what we 

do.


Banners were invented so that non-specialists would 'get it' about 

on-line commercial communications - a kind of facile "here, we'll 

make it easy for you because you're a specialist in something else 

poor thing". Banners devalue the internet, in the same way that it 

could be argued that flyposting devalues outdoor media.


Now that marketers are becoming sophisticated enough to see that net 

users ignore banners, and traditional Sunday media is suddenly awake 

to their existence at all (see also inane Sundays hype about 

now-you-see-it WAP), hopefully everyone will wake up to the fact that 

their agencies should be including serious on-line brand/CRM 

activities in overall brand strategies, as they do in the particular 

network we belong to.


My view is that banners were sold in by 'netpreneurs' (remember when 

the net was about eyebrows not eyeballs?), so it's their fault for 

muddying the waters for the rest of us - or, charitably, providing us 

all with the negative example to prove the worth of our wares. The 

argument that I hear frequently is that if the click-through rate is 

risible, at least you get brand impressions. If direct mail was 

measured like that, their industry, which is now taken very seriously 

in the marketing mix indeed, would be a laughing stock.


Felix

-- 


Felix Velarde, CEO, Head New Media     office  + 44 (0)20 7737 7579

http://www.head-newmedia.com            mobile  + 44 (0)777 557 2000


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