Lyft has put out an RFP virally on Twitter inviting agencies for a 10th slot on an RFP process that already has 9 candidates. The link is below. While each agency can decide what to do, I believe this fuels the already increasing syndrome of small agencies giving away their creativity for free to get a shot. I’ve seen this first hand. The mentality is that this is our chance to get noticed, so why not, go all out without any compensation for the work. I believe it is unfair to ask for ideas before intent. If Lyft was really interested in seeking out a new and undiscovered creative shop, it could just as well ask for examples of existing work before asking them to invest. Sadly, after the scramble, there may not even be the satisfaction of knowing what happened to your investment. I will be interested to see how many agencies jump in. Will it be just 10 or over 100? I fear it is more the latter.
Here is the link:
I found these five secrets to a successful design career on the Landor website. They are excellent for success in marketing as a marketer also. I hope you find them as beneficial as I.
First. Look critically at everything. Don’t take anything for granted. Don’t allow your vision to be numbed by routine and familiarity. I mean truly look. Go through life every day looking at every environment, every product, every package, every graphic design, every photograph, every piece of furniture, all the way down to the manhole cover—on a daily basis. Next, sit back and enjoy it. And then figure out what you could do to improve it. It’s a wonderful exercise that will keep your talents fresh and your creative skills well honed. It is an exhilarating way to go through life.
Second. Learn to listen. This is difficult. We all enter a dialogue with preconceived notions—nearly unshakable convictions. It is all too easy to shut out another’s point of view, to dismiss it as irrelevant before we have truly heard it. A good way to overcome this is to postpone arguing against another’s point of view until you find yourself receptive to it. Then question it. This will do wonders for you in design critiques and client meetings.
Third. Become articulate. “But we are designers,” you say. “We are not word people. We express ourselves through our creative work.” That’s not enough. The business world is verbal. Try to overcome your shyness and trap yourself into talking at crucial moments—quietly but articulately. You will be amazed at how well you can hide your insecurities once you start expressing yourself convincingly. Believe me, we all suffer from insecurity. You can see I’m shaking right now as I stand in front of you.
Fourth. Trust your intuition. This is not to say that you should grab at the first design solution that pops into your head and declare it the final word. Many of you will go to work in design groups or in agencies where you will find yourselves required to attend design briefings, study copious market research reports, read statements of design objectives, and analyze the client’s competition. You may wonder, “When do I get to design? All that left-brain thinking for a right-brained designer? Something is wrong.” No. Nothing is wrong. Welcome to the world of strategic design. You may wish to develop what I call a “right-brain-left-brain volley.” Learn the rhythm of the game. And then, then trust your intuition. Finish the set with a smashing right-brain serve.
Finally, and very importantly, develop a third eye. That’s the eye that views anything you design as if someone else were looking at it. You see it one way because you’ve created it. You are a prejudiced party in that sense, and you bring to it clusters of your own associations that do not necessarily exist in the design itself when perceived by others. Look at it with your third eye, as if you were just an average person who has just happened upon it for the first time. When you master that, you will be a great design communicator.
As the world of healthcare transparency is exploding. I thought this video from Fairhealth.org in NY was an excellent testimonial to what consumers face.http://vimeopro.com/wdfilms/frank-dupont-director-vnsny/video/30859226
As NancyMarie Bergman points out, many times consumers have no idea what they have to pay until the first bill comes in after surgery. The bill was for $42,00 and they already $24,000 for only the first surgery. The testimonial is believable and clear and is directed toward a good cause. Non profit transparency.
Forrester’s 2013 B2B CMO Imperatives, is full of smart insights that made me realize B2B marketing is catching up with B2C at a much faster rate. I love how the “Customer” is touted as the heart to any strategy. Here are the 5 highlights that all make tremendous sense.
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I love Agency Mania by Bruno Gralpois. It is extremely well written and provides invaluable insight into navigating agencies and getting the best work from them. The notion of a Chief Agency Officer makes sense for companies who have multiple agencies and are looking to get the best work from them in an integrated, efficient and effective manner. Here is the link:
I’m just now discovering the many ways one can use the web for recruiting talent online. I am on assignment for The Clorox Company helping them to recruit outstanding Digital Brand Managers. Here are things that I am learning so far. Please add to this wherever you can.
There seem to be 3 primary Social Media tools in addition to all the job posts you already know about on Monster, Career Builder, craigslist, University websites, vertical media sites, etc.
- The first and best is Linkedin. If you do not have an account, get one now. It is not just for job seekers, it is the ultimate networking site for business professionals helping them seek answers to a myriad of questions, stay connected with colleagues and get quick perspective on people you may be meeting with.
So far I am learning, some clever ways to recruit on Linkedin:
- Generate word of mouth buzz by writing letters to your network and asking them both for good candidates and people they may know who do. You can also approach their connections by way of an introduction. This can be especially helpful as you search for people with your expected level of expertise. Within your note put together a compelling summary of the role. You can post the full brief to a website and/or create a doc that can be forwarded.
- Post the job on Linkedin Jobs. You may need to pay for this but its worth it.
- Post a question about who may have the level of experience you are looking for.
- Update your status with what you are looking for. This generates response as your connections can see your status and may opt for emails when you change it.
- The second opportunity is Twitter. Post a description of what you are looking for to Twitter and then provide a link with more details. A friend recently got 300 people to look at an opening from the Twitter link. This is another good reason to build up a list of followers on Twitter.
- The third is Facebook. I am just learning about this. Create a group around what you are looking for. For example, “Clorox is hiring Digital Brand Leaders”. You will then need to drive traffic to this but some people will join as they search for your company. Again, per my last blog, it’s smart to get up on Facebook. If you built a Fan Page for your company, you can post jobs there.
I would love to hear some other ideas too.
Forrester recently published an interesting article on “How To Optimize Your Interactive Agency Roster- A Process For Improving Agency Relationships In A Complex Landscape”
It’s a thought-provoking article that creates even more complexity in the digital landscape as it points out that marketers are increasing the size of their agency rosters while looking to cut costs. Here are three of the key issues facing marketers today, included within this article, and some personal insight.
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