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Agencies Blogging

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Seth Gaffney
Seth Gaffney

A quick look at some advertising agencies that blog as you start to answer the question: Should we be blogging?

1 of 17
Advertising Agency Question :: Should we be blogging? July 2007
What is the purpose of our blog? This is the first (and most important) question to ask. In other words: 1. Who are the relevant audiences and does it provide a platform to connect with them? Is this internally or externally focused? Externally to new clients or current clients or both? 2. What are the objectives? Get our company-brand out there? Reposition ourselves? Thought leadership to what end? Prospect new business? To learn?!?
Let¡¯s take a look at other agencies have done¡ª or not done¡ªwith their blogs.
The Outward Facing Culture Blog :: W+K London Becomes a tool for recruiting and retention
The Agency Site Becomes A Blog :: HHCC Proves its commitment to new media
The Branded Dept. Within An Agency Blog :: BSSP New business tool for Influx and agency including bundling posts as ¡°thought packs¡±
The Solid Dept. Within An Agency Blog :: Fallon Maintains planning reputation for recruiting and conversation catalyst
It has gained interest/buzz rivaling the agency¡¯s site. And all without any PR hustle
The We¡¯re A Unique Collection Blog :: Naked Aggregates individual employee feeds and creates its own agency community
The One Man Bigger Than One Agency Blog :: Modernista!, Digitas, and Leo Burnett Toronto Planning Director Gareth Kay¡¯s blog has much higher traffic than Modernista¡¯s m!ndless
The Blogs That Were :: BBDO and TBWA Portugal BBDO used its blog as an education tool and TBWA as a place to showcase work. May they rest in peace.
And what corporations blog? Companies with which we work and would like to work (almost 10% of the Fortune 500) and including: Food, Beverage, QSR: Whole Foods, McDonald¡¯s Airlines: JetBlue and Southwest Healthcare: Johnson & Johnson Technology: Cisco, Sun Microsystems, Dell, hp, and Sprint Internet: Amazon, Google, eBay, and Yahoo + Our clients: X and X Their competitors: X, X, and X
So what does all this mean?
An agency blog can be useful, but needs a purpose. The conversation is happening. Attitude towards blogging is reflective of agency culture with more experimental, cutting-edge agencies blogging. Don¡¯t talk about it, be about it. The types of companies we admire blog. So, the question is not do we want to be a part of it but how do we want to be part of it? Gives us a platform to take a stand, for us to be the next big thing. WATCHOUT: It is not a place for our corporate manifesto. We must start with a goal.
Appendix
Thought-Starters (depending on goal) Promote Collaboration. People from different departments weigh in on the same topic Connect with our other office. Engage in coast vs. coast agency benefit debate Become a community that people want to be a part of. Giveaways from our clients, featured ad spot for other companies that participate, chance to get a job, etc. Create buzz around our true culture. People cover what X is really like from the X floor
Resources http://en.wikipedia.org/wiki/Corporate_blog http://www.gapingvoid.com/Moveable_Type/archives/003804.html and http://www.gapingvoid.com/Moveable_Type/archives/001607.html Benefits of corporate blogging: http://itmanagement.earthweb.com/columns/article.php/3547411 http://www.blogopreneur.com/2007/03/30/the-benefits-of-corporate-blogging/ Execs are slow to see value: http://www.clickz.com/showPage.html?page=3604931 http://www.thecorporatebloggingshow.com/2006/12/19/six-aparts-anil-dash-with-tips-tricks-for-more-effective-corporate-blogging/ http://www.socialtext.net/bizblogs/index.cgi

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Agencies Blogging

  • 1. Advertising Agency Question :: Should we be blogging? July 2007
  • 2. What is the purpose of our blog? This is the first (and most important) question to ask. In other words: 1. Who are the relevant audiences and does it provide a platform to connect with them? Is this internally or externally focused? Externally to new clients or current clients or both? 2. What are the objectives? Get our company-brand out there? Reposition ourselves? Thought leadership to what end? Prospect new business? To learn?!?
  • 3. Let¡¯s take a look at other agencies have done¡ª or not done¡ªwith their blogs.
  • 4. The Outward Facing Culture Blog :: W+K London Becomes a tool for recruiting and retention
  • 5. The Agency Site Becomes A Blog :: HHCC Proves its commitment to new media
  • 6. The Branded Dept. Within An Agency Blog :: BSSP New business tool for Influx and agency including bundling posts as ¡°thought packs¡±
  • 7. The Solid Dept. Within An Agency Blog :: Fallon Maintains planning reputation for recruiting and conversation catalyst
  • 8. It has gained interest/buzz rivaling the agency¡¯s site. And all without any PR hustle
  • 9. The We¡¯re A Unique Collection Blog :: Naked Aggregates individual employee feeds and creates its own agency community
  • 10. The One Man Bigger Than One Agency Blog :: Modernista!, Digitas, and Leo Burnett Toronto Planning Director Gareth Kay¡¯s blog has much higher traffic than Modernista¡¯s m!ndless
  • 11. The Blogs That Were :: BBDO and TBWA Portugal BBDO used its blog as an education tool and TBWA as a place to showcase work. May they rest in peace.
  • 12. And what corporations blog? Companies with which we work and would like to work (almost 10% of the Fortune 500) and including: Food, Beverage, QSR: Whole Foods, McDonald¡¯s Airlines: JetBlue and Southwest Healthcare: Johnson & Johnson Technology: Cisco, Sun Microsystems, Dell, hp, and Sprint Internet: Amazon, Google, eBay, and Yahoo + Our clients: X and X Their competitors: X, X, and X
  • 13. So what does all this mean?
  • 14. An agency blog can be useful, but needs a purpose. The conversation is happening. Attitude towards blogging is reflective of agency culture with more experimental, cutting-edge agencies blogging. Don¡¯t talk about it, be about it. The types of companies we admire blog. So, the question is not do we want to be a part of it but how do we want to be part of it? Gives us a platform to take a stand, for us to be the next big thing. WATCHOUT: It is not a place for our corporate manifesto. We must start with a goal.
  • 16. Thought-Starters (depending on goal) Promote Collaboration. People from different departments weigh in on the same topic Connect with our other office. Engage in coast vs. coast agency benefit debate Become a community that people want to be a part of. Giveaways from our clients, featured ad spot for other companies that participate, chance to get a job, etc. Create buzz around our true culture. People cover what X is really like from the X floor
  • 17. Resources http://en.wikipedia.org/wiki/Corporate_blog http://www.gapingvoid.com/Moveable_Type/archives/003804.html and http://www.gapingvoid.com/Moveable_Type/archives/001607.html Benefits of corporate blogging: http://itmanagement.earthweb.com/columns/article.php/3547411 http://www.blogopreneur.com/2007/03/30/the-benefits-of-corporate-blogging/ Execs are slow to see value: http://www.clickz.com/showPage.html?page=3604931 http://www.thecorporatebloggingshow.com/2006/12/19/six-aparts-anil-dash-with-tips-tricks-for-more-effective-corporate-blogging/ http://www.socialtext.net/bizblogs/index.cgi