Hugh is offering to help solve the conundrum of meshing big, corporate business advertising as performed by the big corporate advertising agencies with the world that is Web2.0. He has a solution he’s willing to offer you for $100k. And if I had the cash, I might have taken him up on the offer, given the success he’s having with Stormhoek, English Cut and others.
Meanwhile, I’ll keep plugging away here, hopefully breaking down a few barriers and making small steps into moving the big clients closer to a different way of using the web. I mentioned fear in my comment and sometimes this has a real foundation beyond the fear of lack of control. Previous skirmishes fought, previous damage to reputations mean the drawbridges are just harder to get down, especially in a litigious environment. But opening peoples eyes to what is out there about their brand, surprising them with all the positive stuff (remember the bloggers and the boards are not just negative) helps them on their way. You have to find the chink in the armour, the first steps that they are comfortable with before you can jump all the way head first into pool.
Update: an interesting survey from Sapient underlines the mistrust that CMO’s have with the big agencies doing digital as well, with only 10% believing the traditional agencies can move into interactive. The six key (aggregated) attributes are:
- 1. Quality of Creative Content
- 2. Innovation and Strategic Value
- 3. Price/Cost
- 4. Sophisticated Analytics and Measurement Systems
- 5. Proficiency in Emerging, Interactive or Digital Media
- 6. Traditional Print, Offline and Media Buying Services
Interactive is now ranking higher than the traditional stuff.