The secrets we were privy to usually saw the sun for two weeks on the back page of the mag and then were hidden forever. Not any more. Welcome to Off the Record April edition – where the dirt goes from static to shareable.
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Realities of VR
Virtual reality might be the new ground zero for marketers, but as OTR has learnt, it seems like it’s not for everybody. One advertising agency was very open to talking about the pitfalls of the technology, noting that for some ‘older’ people, their brains aren’t necessarily wired to use it. The case in point? A certain company CEO who found it so disorientating they fell backwards within minutes of using the device. Talk about being swept off your feet.
Punching bag
Everyone has their outlet for the inherent stresses of media and advertising. Some turn to vices like booze while others take a more zen approach with meditation. Yet others, like this fighting machine, need a more aggressive approach. While the imagined targets might be specific individuals, at least this time the punches are being thrown in the ring.
Deadman walking
A promotion is a thing to be celebrated. Except, when really it’s not. So while this high flyer might have gotten a top job, there’s still some sniping that they’re just a deadman walking.
Blindsided
One person’s winning streak is everyone else’s dumbfoundment, with one recent account move leaving many, even those beyond the involved businesses, openmouthed. It’s not just a case of being a sore loser, but genuine bewilderment at how the shift happened. All the signs were pointing one way, only to suddenly go the other.
Thumbs up
Traditional publishers are having a rough time. It’s hard graft selling an ever-shrinking pie and reading headlines that do nothing but spell out the end of days. For one commercial head who traded the old school for the new wave there’s a soft spot, but no looking back. “It’s just nice to be able to talk about growth” effused one new recruit.
Positive buzz
The new breed of content platforms has been propelled to the top of the internet buzzing with memes, top tens and even some real hard news, but perhaps the rosy glow is subsiding with claims that the leader of the pack slashed its revenue targets by half after missing its projections in 2015. Insiders here say they’re not worried, but is that convincing?
Cutting the cord
All is not fair in adland between one major brand and its media agency. AdNews understands that one marketer is not only refusing to tell its agency it’s a fan no more, but is actually carrying out closed door pitches behind its back.
The prodigal son returns
The return of Mark Buckman took many by surprise. What will be more interesting however is what he’ll be tasked to do at his new post at Foxtel. OTR hears that IQ box installs make up just 20% of Foxtel technicians’ days while at least half their time is uninstalling the boxes! The cord-cutting doesn’t paint good picture for Foxtel. Buckman is a change agent, but what change is he preparing for or to instigate? OTR hears it could be a mega News Corp and Foxtel content play. But at this stage, it appears only time will tell.
To neg or not to neg
Alcohol doesn’t always bring out the best in media people. At one recent media night out one whipper-snapper digital exec making sneaky negative remarks about OTR throughout the evening fell foul of OTR’s sharp tongue, which was not the desired response. It was a deliberate decision our digital exec revealed, engaging in a spot of “negging” to get phone numbers. Clearly no one told him you catch more flies with honey than vinegar.
When cracks appear
There have been a wave of account moves in the PR space of late. One, PR shop OTR hears, is scrambling for its next move, after it’s biggest client jumped ship, and it failed to pick up two lucrative new pieces of business. It’s hitting the bottom line and initial staff cuts have caused plenty more to ditch the sinking ship. Are the cracks finally starting to appear?
Lay of the land
Changing jobs and changing companies can’t be easy for a new CEO, so OTR tends to hold back judgement when a leader, new to the role, takes their time to offer interesting insights about a company. However OTR was taken aback when a new CEO, who couldn’t offer much in the way in commentary about his own company, had plenty to say about a rival - and not much of it flattering. Apparently learning the lay of the land is one of the tasks that come early.
Money walks and talks
“We don’t pay off staff to leave” exclaimed one digital business that howled at the strategy of getting rid of undesirables - except one spurned exec who fessed up to AdNews had in fact earned a pretty ‘push’. Thou doth protest too much methinks.
Love/hate on a string
OTR is usually the one asking the questions so when the big boss of a big hitter with a love/hate relationship with the market asks what it is it gets wrong, it’s hard to know where to start. How long is a piece of string?
Still unplugged
Marketers constantly say they still back traditional channels in their marketing mix, but do actions speak louder than words? OTR hears that one top marketer, since moving back to Australia, hasn’t even plugged in their TV. It’s been nearly eight months. OTR wonders if this marketing boss has managed to catch their current TV campaign on another screen? Maybe on mobile perhaps?
Over your shoulder
OTR is privy to many a secret but when it comes to knowing one agency is hunting for a new top dog to replace another – without that person even having a whiff of an idea that they’re about to get the boot, OTR feels bad.
#OverheardAtTheMediaSummit
Fill a room with industry execs, and there’s sure to be some gossiping between old pals. At the AdNews Media Summit one person was overhead saying, “I wish bloody journos would stop calling me about Pandora.” OTR wonders what they could have been calling about??
Poor form is ageless
OTR has learned the hard way that it’s never nice to ask a lady about her age – you’ll never get the truth anyway – but it’s just as poor form to make assumptions about a gent’s years, particularly when on stage.
Cue the no clue
How unlike a media agency to toot its own horn about its skill set and capabilities. One relative newcomer on the scene is talking up a good game about fusing media and data with a creative agency, but following the appointment of a large client, “they’ve got no bloody idea what they’re doing” was the review from a third party mixed up in the business.
Down down in the dumps
It’s not nice to kick someone when they’re down, but that doesn’t stop some rushing to pour salt on the wound. It’s no secret that an agency losing its biggest account is a big blow, but sooner or later the kicking shoe will be on the other foot.
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