filter by tag: partnership

When the average marriage only lasts eight years, Cone is lucky to celebrate 20 with a truly remarkable company. J. Barbour & Sons, Ltd., known worldwide for manufacturing fine British country outerwear, joined the Cone family of clients in 1990, and two decades later, the relationship is stronger than ever. This month, we surprised our client with a champagne toast. We shared many happy memories and best wishes for another 20 years together.

There seems to be a trend emerging wherein agencies and clients use new media and Web analytics to catch each other sleeping. It started with the Zappos agency review in July in which one respondent, Ignited, tracked Zappos’ review of its submission and found the company had spent fewer than 15 seconds per page viewing only five of the 25 pages submitted. Right, wrong or otherwise – as usual both sides have their story – the point is that Zappos was “found out” thanks to Google Analytics.

And just yesterday, Marty St. George, senior vice president of marketing and commercial at JetBlue, tweeted the following:

We're pitching our advertising AOR. Curious on digital savvy....first test is how many of the agencies will find me on twitter. #sneaky
10:57 AM Feb 17th from UberTwitter

I would look at these examples as an eye opener for parties on both sides – you better be on top of new media or it’s likely to bite you in the “you-know-what.” The hashtag #sneaky at the end of JetBlue’s tweet gives me a sense of the spirit in which it was done. But, for Ignited, I think it was a legitimate test to see if there was any valuable return on its hours of time invested.

Some follow-up tweets from JetBlue indicate the sneak attack may not have been as fun as initially thought, but it was a great wake-up call to agencies on the types of metrics some clients are beginning to use. No longer should we just view new media as a way to communicate, but realize that they’re also a way to track us, like a bloodhound. Sarbanes-Oxley would be proud – you can run, but you can’t hide.

As someone involved in business development, these tactics initially make me question the authenticity of a relationship we might be about to embark upon. If the client and/or agency is setting up “tests” for us to fail or pass and we don’t even know we’re being tested, it seems sneaky (no hashtag needed) to me – the wrong way to lay the foundation of a trusting relationship. Shouldn’t the quality of our work, the quality of our strategies speak volumes? Isn’t that what they are hiring us for?

The JetBlue example also feels arrogant. But even if I “passed” the test, found the tweet and presumably were as smart as the client, I’d constantly have to wonder what next test was being administered. Would I start to think up some of my own tests to get the upper hand (even if I never told the other party)? Wow, this could get interesting…

Hanes’ decision to end its advertising campaign featuring Charlie Sheen, following the actor’s domestic violence charges, comes right on the heels of a flurry of other terminated celebrity partnerships stemming from the Tiger Woods scandal.

Given the recent spate of high-profile celebrity partnerships turned sour, many brand marketers are scrambling as they rethink their celebrity engagement strategies for 2010. But, before you hit the panic button, be sure to take a step back and carefully weigh the benefits and risks of celebrity engagement.

Celebrity spokespeople can be a powerful addition to a marketing communications strategy. Celebrities have strong influence with consumers and drive valuable media coverage and exposure for a brand. But there can be some risk involved. Keep in mind that celebrities are human beings – meaning they have plenty of flaws and are apt to make mistakes. While most celebrity partnerships go off without a hitch, those that don’t often end up splashed across news headlines, creating problems (and headaches) for brand marketers.

So what’s the best approach for maximizing value from a celebrity partnership while minimizing your risks?

• Do your homework – In addition to the basics of ensuring a celebrity partner is a good fit for your brand and your target audience, conduct a thorough background check to uncover any “skeletons” that may be hiding in his or her closet. If a celebrity has been tied to scandals in the past or has had previous run-ins with the law, be aware of the risk you are taking.
• Set clear parameters – When developing a contract with a celebrity, clearly outline your expectations and behaviors that will result in termination of the contract. Be sure to structure your contract in a way that gives you an out if the celebrity should engage in behavior that is not in keeping with your brand.
• Be prepared – Tiger Woods is a prime example that even celebrities with a squeaky clean image can be a risk, so prepare for the worst. Have a clearly defined action plan for handling a crisis involving your celebrity spokesperson. Determine in advance what key factors you will use in deciding your course of action. Be sure to identify the key decision makers and map out how you will communicate your decision. This will allow you to take swift action if the need should arise.
• Act quickly and decisively – In the hours following a scandal involving your celebrity partner, what you do – and don’t – say can have a significant impact on your brand. Hanes’ quick decision to pull its ad campaign sent a very clear message to consumers about its brand values to ensure the Hanes brand image stayed intact.

-- Amy Russ, Director

I had the good fortune on Friday, May 15 to attend the gala celebration for the grand opening of the Modern Wing of the Art Institute of Chicago; a near flawless addition designed by famed architect Renzo Piano. The building is beautifully concepted, and executed so well that it truly celebrates the art it was created to house.

It is nice to see that an organization like the Institute has the vision and commitment to raise the funds necessary to build a wing of the finest materials and workmanship and does not merely raise enough to just meet current needs. This is a building that will be enjoyed by generations long after we have all left this earth.

Too often today you see organizations just making do or letting budget constraints drive short term thinking and decisions.  I love it when organizations understand the value of "doing it right," hiring the top experts in their fields and then giving them the license to truly practice their craft.  Often you see the client "playing designer,"  making significant changes that compromise the integrity of the concept, or cutting corners to save a few dollars.  But when people have the courage and commitment to avoid these pitfalls, it is a gift to all of us of near perfection.

Kudos to the Institute and Mr. Piano for a remarkable achievement.