Disqus - Latest Comments for jbc95a

Re: Free content sells. We get it. What’s next?

Josh Copeland — Mon, 02 Nov 2009 14:34:45 -0000

Hm.. this gets me thinking about service industries and what they consider loss leaders. Because in service industries, what's "free" is typically expertise or manpower (or creative development). Sometimes even access to leadership or time to listen is "free" when it typically costs a client a per-hour fee.

When I look at the advertising industry, there's a big argument going on over spec work. The fact that doing it automatically devalues it and the creative industry on the whole.. But the truth to the matter is that spec work is basically an ad agency's loss leader. And while most people want to argue the merits of spec work, it's good to start thinking about other loss leaders and other ways to monetize the "free" aspects of our work. Aside from spec work, agencies would likely be better served freely sharing their expertise (typically a premium) via digital channels like blogs. Some seem headed down the path (Razorfish? Digitas? BBH? Mullen? CPB?)...
Great thought starters Monica.

Re: More Magic Advertising Words

Josh Copeland — Thu, 22 Oct 2009 01:08:08 -0000

Thanks for the response Alan. At the heart of your argument, I totally agree with you. Even if Ogilvy had completely nailed Yahoo's brief, it was still going to be advertising a product that the industry is very "meh" about.

I wonder how well the agencies will play together in the "Brand Advisory Board" that Yahoo is setting up for Ogilvy, Goodby and Landor. Considering the agencies are under two holding companies, it *seems* like Yahoo's way of pitting agencies against each other to fight it out. And the "best work" isn't always the product of such fights...

Re: More Magic Advertising Words

Josh Copeland — Tue, 20 Oct 2009 17:09:13 -0000

I've been hot on this same subject since seeing a video interview of CMO Elisa Steele on Yahoo's own blog this morning. In it, she described the genesis of the new campaign and the insights that led to its final executions..

Two things confound me:
1) The insight or "Unifying factor around the globe from consumers is that they really want to use the web more easily to navigate their life." The introductory TV spot does not show any examples of this happening nor any explanation of it.
2) "Yahoo doesn't have an issue with awareness around the brand." If they had no problems of awareness, why the giant global spend? Why use awareness-supporters like tv so heavily?

As some have said, their campaign may ring hollow with too many of their current supporters, and I wonder if it starts with a marketing team that doesn't truly connect its insights with its actions...

Re: Job Search Tip for October 19, 2009

Josh Copeland — Mon, 19 Oct 2009 17:42:57 -0000

Thanks for sharing my progress Melanie. I've learned that having a portfolio of work to share with potential future work colleagues not only helps provide some valuable examples to the interview conversation-- but it shows a passion for the projects a person is most proud of.

I've gotten some great advice over the course of its development and will likely be showing the final version this week...

Re: wormholes - “Back when I was a youngin’ - (this was probably...

Josh Copeland — Wed, 10 Jun 2009 22:58:42 -0000

Fast forward 20 years, and would you believe that Han Solo became my boss? He was, for a time, the General Manager of Tribal DDB Dallas.... and it was a complete coincidence that we realized we had crossed paths two decades earlier.

Good times.

Re: Social Marketing Bullshit Bingo » raena.net

Josh Copeland — Thu, 26 Feb 2009 20:20:13 -0000

I love the notes on the highlights

Re: http://gary.tumblr.com/post/78888436

Josh Copeland — Tue, 24 Feb 2009 00:34:03 -0000

ex: Cheetos sponsoring Mashable :)