Author Archive for Shannon Delaney

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Super Bowl XLVII: The Bird is the Word

I was very excited about watching the game Sunday night. It was the first time I have been able to watch the game since having kids, and my oldest is six. I had a very scientific approach, carrying around a notebook and logging every TV spot’s call to action.

Unscientifically, my gut feeling is 70% of the ads had a social component (mostly hash tags) when you filtered out all of the NFL and ABC branding.  The big takeaways for me are: Continue Reading

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10 Things Marketers Need from Agencies

Ten things stand out as priorities for agencies in today’s changing marketing game. Of course the mainstays of creative etc., are always important, but now things like Integration are critical too. Here are ten that are critical now.

1. Really understand the client’s business

I know that sounds obvious, but you’d be surprised how many agencies don’t study company organization, goals, structure and constraints, as well as the industry and competitive landscape. Brands are looking for agency partners to be an extension of their own team and get frustrated when they constantly have to school their agencies on what’s meaningful in their world. Agencies that don’t do their homework on a brand, or don’t stay up on the category are not doing their job.

2. Collaborate across the client organization, and with other agency partners

Sharing a vision and getting buy-in across departments can be tricky. Agencies can help by acting as the independent “voice of the consumer” and marketing across the organization. They should also be able to work well with other agencies because it’s becoming less common for brands to have one agency for everything. Continue Reading

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