tag:blogger.com,1999:blog-7288950850564395895.post6892178068933717741..comments2021-08-06T17:36:53.143-05:00Comments on Ad Majorem: The Moment of TruthSteve Schildwachterhttp://www.blogger.com/profile/05267248485736601931noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-7288950850564395895.post-23869310092699153672010-03-09T08:53:39.523-06:002010-03-09T08:53:39.523-06:00Thanks for the encouragement, Doug. The only smal...Thanks for the encouragement, Doug. The only small quibble I have with your comment is that a liberal arts education really does come in handy. I was an English major, and/but took courses in almost every subject at college. This education helped me to analyze situations, including data situations, and understand what matters. Apart from that, I agree that there are drawbacks as well as advantages to some of the other programs you mentioned.<br /><br />The real issue is in the agencies themselves. I agree that there is a very low level of respect for data. To be sure, some of this is borne out of resentment towards people who can't decide something without a number to "back it up". At the same time few seem to appreciate that clients hire us to drive the business, not just make ads.<br /><br />Years ago I worked on the McDonald's Owners of Chicagoland and Northwest Indiana, or MOCNI -- the local franchise association. We knew on Monday whether the campaign we started Friday was selling any hamburgers. We also had to calculate the P&L for each program, reassuring ourselves and the franchisees that selling Two Big Macs for $2 would drive more than enough traffic to make up for the revenue lost on the discount.<br /><br />I was hooked. Results matter.Steve Schildwachterhttps://www.blogger.com/profile/05267248485736601931noreply@blogger.comtag:blogger.com,1999:blog-7288950850564395895.post-28985124563416219392010-03-08T14:31:12.437-06:002010-03-08T14:31:12.437-06:00Great comment Steve.
And, it shows why advertisin...Great comment Steve.<br /><br />And, it shows why advertising education needs to change. J-school, portfolio school, design schools, and general liberal arts educations help set us up to be unable (as a business) to interact effectively with clients about their business goals. If we're going to target in-market sales effectiveness, then our agencies need to become capable of guiding all our efforts with an eye to their ultimate impact in-market.<br /><br />We do that (as it's clear you do too). And, my team members who came from traditional ad programs are clear that there wasn't even a hint of discussion in their programs about the measurement you're discussing.<br /><br />Keep up the good work. (Great to hear from Ben too!)<br /><br />...Doug GarnettAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-7288950850564395895.post-51871689471358480122010-03-07T21:15:54.614-06:002010-03-07T21:15:54.614-06:00Miamiboggs: Thanks for commenting. I love your b...Miamiboggs: Thanks for commenting. I love your blog, Retail Leverage, and just added it to my blogroll. Retail is too-often overlooked. TV requires a lot of money and Digital gets a lot of hype but Retail is where the moment of truth arrives. Not many in the agency world appreciate this fact. -- Steve SchildwachterSteve Schildwachterhttps://www.blogger.com/profile/05267248485736601931noreply@blogger.comtag:blogger.com,1999:blog-7288950850564395895.post-40608222685668611582010-03-07T16:49:11.675-06:002010-03-07T16:49:11.675-06:00From a brand / client perspective I like what you ...From a brand / client perspective I like what you are saying about market results, ultimately driving sales. Interestingly, your blog is from perspective of inside the agency. Mine is from inside the brand.Anonymousnoreply@blogger.com