ANDYVISION - watch me try to be creative. live.

Sunday, June 7, 2009

Talking the Talk = Talking Out Your Ass

[Disclaimer: Views expressed here are just my own and absolutely no one else's, including my employer.]

A few weeks back I wrote a post about how people will soon be using Facebook to target jobs they want directly. Well, as I was YouTwitFacing today I came across another such ad. Although, this time is wasn't a hopefully young creative trying to break into a top agency. It was just this dude:

OK, fair, I thought. Let's see what Doug's got. Clicking his ad took me to a page that looked like this:

No, Doug. No. No thanks. No thank you. Somehow I don't think our styles would jive. (Also, make sure you use the agency's name correctly.)

If you want to check the page, it's right here. He's also got a post about this "campaign" on his website here.

Here's the issue I have with stuff like this. Doug's clearly gets that there are ways to reach consumers/people/your target/whatever with media in smart ways. The problem is that that's where the smarts end. Not to knock Doug—I'm sure he's a great guy—but this is what I keep seeing time and time again. Self-professed social media experts that promise to "provide vision and guidance needed to navigate the waters of social media, digital marketing and influence."

OK. a) That's just a lot of meaningless words you jumbled together. If that's the kind of masterful command of the social landscape I can expect from you, I'm better off without help. And 2) Anyone with a laptop and an internet connection, you should be their own social media expert. As advertisers it's our job to understand this sort of thing. I'm sick of hearing all this BS from people who's only goal is to follow as many people as they can on Twitter just so they'll get followed back. It's the same sort of people that sit in coffee shops yammering loudly about branding and the Starbucks model and how their start-up will leverage intelligent marketing. (Also an experience today.) Good people don't talk about how good they are. They just make kickass work and let that speak for them.

Marketing is empty without creative. Sure. You can talk at people with your entire ad budget or masterful "navigation of the waters of social media" until you're a deep, purpley blue. But if your breath still stinks, everyone's going to turn away. Media and marketing are not ideas in and of themselves. Surprising, creative work supported by great media ideas are. Just because you can tweet doesn't mean you always should.

I remember seeing an article recently about why advertising creatives are so antagonistic toward these social media experts. I can't find it now, but it's true obviously true that we are. I'll be 100% honest when I say I scoff at most. Not because I feel superior. I just don't see their necessity yet. Until I see one wildly successful campaign (or heck, even anything of note) created by a social media expert, I'm going to hold that opinion. And I loved to be proved wrong. Seriously. Maybe I'm being ignorant here. So please, if you know something I don't know, clue me in.

I'm not threatened or scared of them like the article said. Just annoyed. Like when I see a banner ad with George Washington booty shaking in front of a list of all 50 states telling me I can save on my car insurance.

As I was navigating ole Dougy's page, another banner of his popped up.

Where's the third to make this thing a full-blown campaign?

Ha. Just found the third.


Anonymous said...

Seriously - you're saying that he's talking BS because he can't do what he's promising. Well, let me tell you something: You call yourself a copywriter but besides being one hell of an untalented one (just by reading your blog I know that), you're arrogant and an idiot.

PS. Your agency's work is the most hilarious I've ever seen - how can you make an agency with no skills what so ever.

PPS. And no, I'm not Doug.

ADMIN said...

his fan page is so aweful that it's borderline completely awesome.

nikolaus said...

Oh transparent Anon, you are so good for a laugh.

Also, every time I hear someone say "I think we're living in a postmodern world,"I throw up in my mouth a little.

It would be nice if more folks had any idea what they're talking about.

Andy makes a good point: good writers are easily understood.

So why are so many marketers trying to make things more confusing than they really are?