Who Would You Rather have Help Create your Fashion Ad? A Traditional Ad Agency or Anna Wintour? - Steve Blacker

AD AGENCIES COULD BECOME AN ENDANGERED SPECIESConde Nast39s recently launched Studio 23 is a branded content studio that will allow advertisers who buy major programs to access their editorial assets In other words Conde Nast39s stable of award winning editors would help create ads for advertisers This is a major game changer It is a brilliant move that other major media companies ie Meredith Hearst Time Inc and others are certain to follow Native advertising started to take down the separation of church editorial and state business Studio 23 and what follows will make every editor now responsible for helping to generate advertising revenue across all platformsGrayden Carter EditorinChief of Vanity Fair is already a savvy marketer of cultural tastes owning several successful restaurants a movie producer and hosting the major after Oscar event Whatever the ad category most editors of successful magazines better understand how to connect with customers than any ad agency or branding company Imagine a TV commercial for a major automotive company that was helped created by a Car ampamp Driver and Road ampamp Track editorial team which Hearst now owns Whatever the marketingadvertising platform print TV digital events etc most media companies have greater expertise and experience than a traditional ad agency creative head who main objective is to win an award versus sell productIn some ways magazines becoming a creative marketing force through their editorial support has been a long time coming Every fashion and shelter magazine have offered editorial credits to major advertisers as part of their ad sales presentations for decades Many magazines offer advertisers a free facing advertorial page opposite their ad often the advertorial page is created by the magazine39s in house creative team That39s because every major publisher has their own highly talented business side creative groups that put together special sections for advertisers Often times a publication can use its clout to get major celebrities to participate in their themed ad sectionsMajor media companies live or die by their ability to connect with consumers and obtain both readership and viewership Imagine a major TV program producer such as a Sony or Mark Burnett helping advertisers produce TV commercials Or a Google Matchcom or Facebook helping companies produce digital ads When Carol Smith was Publisher of Elle she helped launch the highly successful Project Runway TV ShowMedia companies already have an existing structure that is in most cases profitable To create a new marketing capability for major advertisers would add little to their operational costs and be highly profitable Ad agencies are finding it tougher and tougher to stay profitable given how fee structures have been greatly reduced Often a major publically traded ad agency will take on a major new client at a fee that will not be profitable This is done to generate favorable news that can positively impact their stock short termThe other major function that ad agencies have is media planning and buying With the advent of automated buying for TV and digital this function and capability is no longer that needed Print is in most cases negotiated and usually bought through major corporate programs with a Conde Nast Hearst or Meredith Thus the media function of agencies has already changed and will continue to do soAd agencies will continue to exist but their roles in both creating and buying of advertising could become diminished The challenge to ad agencies is to rethink their current structures and become better branding partners for clientsSteve39s most recent book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBloggers commentaries at Media ReinventionsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Who Would You Rather have Help Create your Fashion Ad? A Traditional Ad Agency or Anna Wintour? - Steve Blacker

Author

Publish date

Channel

Steve Blacker

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Who Would You Rather have Help Create your Fashion Ad? A Traditional Ad Agency or Anna Wintour? - Steve Blacker

Enjoying This Commentary? There's More to Love

Steve Blacker

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies