What Do Jackie Moon and “The Connected Agency” Have In Common?
On Friday, February 8th Forrester Research, Inc. released a reported called, “The Connected Agency” in which they tear into the advertising agencies. According to Peter Kim, the co-author of the report, “I can’t say there’s an agency now that’s the agency of the future.” That’s harsh, but the report goes on to state that agencies are in “a world of hurt.” It’s not news to anyone that agencies are struggling, but the recommendations do hold merit.
The report emphasizes the importance of creating community connections. One such community, or at least what you could call a connection can be found through a deodorant, specifically Old Spice. The recently launched campaign features Will Ferrell who plays Jackie Moon. Ferrell, known from his days on Saturday Night Live and hit movies is also a viral star with, “The Landlord” and most recently with his popular Bud Light Super Bowl commercial.
Perhaps most interesting is the assimilation with the upcoming moving Semi-Pro starting Will Ferrell. This co-branded effort is something we are all likely to see in the rest of 2008 and for some time to come. When you can get a movie studio such as New Line Cinema, Proctor & Gamble and Anheuser Bush to share in the marketing costs and to create this community connection, you will see success or so goes the advice according to Forester. Couple this with a celebrity endorsement, which have proven widely successful in recent years and you have the, “community connection.”
Can agencies with such sheer size as Publicis with it’s some 40,000 employees even adapt to this? The $1.3 billion dollar question is yes, and Digitas, being acquired last year is tasked with just that for Publicis. But it will not be an easy road, particularly for the larger agencies. For these larger agencies to deliver the community connection, they will undoubtedly have to reach out to smaller and independent agencies that live and breath online.
One such independent agency is Widen+Kennedy, who are co-creators along with DDB Chicago of the Old Spice campaign. The Old Spice site features eight brief video’s which are guaranteed to be a hit, stay tuned to Alexa.com to observe, as the rankings will undoubtedly rise as they are viral passed from one user to another.
Regardless of agencies abilities to deliver an engaging message that sticks, communities are most definitely “in” right now.
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