 |
 |
 |
 |
 |
 |
Welcome to March! For a lot of us, that means much more than being oh-so-close to spring. It's also time for a green beer or two, the latest bands at SXSW and one fast and furious month of college basketball. And at SicolaMartin, we have yet another reason to celebrate. Our newsletter earned an Addy award from the Austin Advertising Federation. For that, we owe you a big thanks. Your feedback over the past year has really helped make EP into something special. So it seemed appropriate to dedicate this issue to working together. From sharing our experiences collaborating with other organizations to what makes a strong brand, it's an EP we hope you'll really enjoy. Speaking of feedback, keep it coming! Cheers! Steve |
 |
 |
 |
 |
 |
 |
 |
 |
In marketing today, change is pretty much a constant. Agencies are in and out of favor as quickly as you can say "WalMart." Corporate marketing executives are under tremendous pressure to show results. The average tenure of a Chief Marketing Officer is now less than 23 months. So what's the impact of all this on the way we work? First and foremost, the client wields more power over agencies, even as their position is more precarious. Agencies are being forced to align services to the client's needs, not their business model. They have to break down the old silos to deliver integrated marketing solutions, not just advertising. And in some cases, the agency is being re-crafted as an integrated business partner. Consider the two-year old start-up Anomaly, recently profiled in Business 2.0 magazine. Anomaly is getting big ink for blowing up the classic agency model to create a client relationship that allows it to take a stake in a business or product in return for services. This is not completely new, but they're doing it exceptionally well, it seems. All agencies are invested in their client's success—at least all the good ones. But how many of us are ready to truly stake our business on the client's business? If you dig a little deeper on Anomaly, you learn that some of their business is still fee-based, even if called something else. Something between the old-school retainer model and a pure pay-for-performance or equity stake is more likely the right answer for most agencies and clients. Today's reality dictates a level of flexibility from agencies that challenges us financially and professionally as never before. And it's a good thing because it creates opportunities for new agencies and new players to emerge and drive change in the industry. It also requires clients that are willing to take some risks on new thinking from agencies to reap the rewards of new markets and opportunities. I think we all better start our stretching exercises and get ready for an amazing ride ahead. |
 |
 |
 |
 |
 |
 |
"Let's give them something to talk about" probably brings to mind Bonnie Raitt's Greatest Hits, track five. But in today's market, giving them something to talk about is the key to building and sharing your brand. A few months ago, I had the pleasure of sitting down to lunch with the best-selling author and brand communicator, Marty Neumeier. His thoughts on branding have been praised by designers, and described as, "simple, yet provocative insights" and "the groundwork in branding that will resonate for quite sometime." And I agree. Because, more than anything, I found it practical. Here's a quick summary of his research. A brand is not what we say it is, but what consumers say it is. A brand is not a logo, or a product, or a corporate color palette. Rather, it's the strategy and creativity that defines us to them, so that they can differentiate us, and know what to say about us. A brand that speaks to consumers with a clear, targeted strategy and compelling design is not only something for them talk to about. It talks to us, too. Strong brands command higher premiums. They earn two to five percent higher returns for stockholders. They consistently rate stronger on virtually all financial measurements. So go ahead, let's give them something to talk about. |
 |
 |
 |
 |
 |
 |
 |
 |
The painting of the curbs near our office building tells me SXSW is just a few weeks away. For 20 years, Austin has turned into a Mecca for unsigned bands, and I've attended the festival for 10 years as a music fan. The first couple of years I bought a $90 wristband that allowed me to stand in lines for up to two hours to get a glimpse of the next big thing. Ahh, wasted youth. Now that I'm 42 with a one-year-old son, things have changed. I pass on the wristband and wait for that special email. A friend in LA sends a spreadsheet of all the free SXSW day shows. They're sponsored by record companies and music magazines and held at some of the coolest places in Austin. A couple of the best venues for your favorite underground artists—and free beer—include the Yard Dog and Güero's located on South Congress. Every year, on a Friday afternoon, the Yard Dog hosts the Bloodshot Records party where the who's who of the Alt. Country music scene drink beer and eat MoonPies. Mark's top five must-see bands: 1. Peter, Bjorn, and John 2. The Pipettes 3. The Good, the bad, and the Queen 4. Lonely, Dear 5. Turbonegro Get all the details here. |
 |
 |
 |
 |
 |
 |
What makes great art? Who can say. But, at SicolaMartin, we know it's a lot of fun to make together. That's why Martians grabbed their smocks, pulled out the canvases, and let their creativity run wild for SicolaMartin Art Day. With so many creative types—and not just in the creative department—the results are spectacular. Next time you're passing through our lobby, be sure to take a look at some of our fine work, like Donuts Matisse, Drizzle in Pink, and Bob's Happy Trees. If you can't see it in person, check it out here. |
 |
 |
 |
 |
 |
Congrats to Scott Oliphant! Scott was the winner of our 2006 Three-I'd Martian award, SicolaMartin's employee of the year award for showing incredible innovation, inspiration, and initiative. And he played a big part in updating our agency reel. Now Scott gets a trip of his choice, plus one extra week of vacation in 2007. Way to go, Scott! You can watch the latest agency video here. |
 |
 |
 |
 |
 |
Visit us online : http://www.sicolamartin.com Feedback : epfeedback@sicolamartin.com Telephone : (512) 343-0264
|
 |