September 12, 2004
ad agencies: “their business models suck and they’re expensive for what you get.”
My life has been completely governed by an e-mail exchange I had earlier in the year with Bob.
Bob is the Japanese brand director for a very large international brand. A famous one. You’ve heard of it. Bob is a very smart and talented guy.
At the time I was starting to really get into the whole Cluetrain thing. I was looking at the advertising industry as a whole, and not liking what I was seeing, frankly.
So I exchange a few e-mails on the subject with Bob over in Tokyo. I remember Bob writing back something in particular about ad agencies– I don’t even have to look it up, I can easily recite it from memory:
“Their business models suck and they’re expensive for what you get.”
There’s the rub. Their business models do suck and they are indeed expensive for what you get. Bob is no fool.
So, my advertising friends, here’s the new deal:
It’s not about strategy.
It’s not about media.
It’s not about creative.
It’s about having a business model that (a) doesn’t suck and (b) isn’t expensive for what you get.
I have a plan. Do you?
Yep. I charge ten percent less, and I suck ten percent harder. That’ll work?
Oh, Wait, Corporations are fucking horrible and all working toward the elimination of the profit margin of the entire activity of the human race, until even outsourcing your sewage to Burkina Faso becomes too low margin to be worth it. Mind you, then the CEO will be playing golf with his trophy wife in a gated community on the moon, because it’ll be the only place left that isn’t screwed.
But wait again! Hell is other people, and the other people for him will be the other CEO’s. Buy a telescope now, because I’d pay to watch how horrible that place would be…
Gaaahhh.
Hugh: should i sue you for reading my mind and putting it online or do you want to talk me out of this legal action:631 – 764-6747?