Marketing: Stop talking about you and make it about them

- - Marketing

In the past two weeks: Droga 5 just got Hershey’s from CP-B; EP+Co got the social media business for LinkedIn; Heat got an assignment from Levi’s to tap the millennial market; Deutsch got Neiman Own’s account and Peter Mayer lands the Mississippi Tourism account.

First: Why is this important? Because if you are going to do your marketing efficiently then you will stand out in congratulating your marketing targets on the work they do and the brand wins they receive.

Second: What is the difference between assignment and account (technically AOR- agency of record). Years ago a brand would assign their creative work to just one agency, but these days many brands are awarding assignments to several different agencies to handle a portion of their marketing needs. For example:

Droga 5 is added to the creative roster of the Hershey’s brand. They have split with Crispen, Porter & Bogusky. According to AdAge, the Hershey’s account is working with Droga 5, MDC’s Anomaly and Dentsu’s McGarryBowen.

EP+Co (formerly called Erwin Penland) Greenville, SC office is doing the social media for LinkedIn.

Heat (SF) got an assignment from Levi’s for one market-the millennial market.

Peter Mayer (NOLA) has landed the Mississippi Tourism account.

I have been in this business for years and have witnessed the changes in not only how brands award their business but also the mediums in which the work is awarded.

I have said you should do your marketing as it was done before computers but now with a computer. The most effective photographers and agents read the trades (Adage, Adweek and others) and called us or sent a promo piece congratulating the agency for winning the brands business. Now, you should send an email to congratulate them on their recent win.

Why does this stand out? Because not only are you congratulating them on a win in this market, but it shows you are researching current information about them. It is a more direct way to do your marketing in addition to sending out epromo’s about recent work you have done in collaboration with the company that hired you.

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s.  After establishing the art buying department at The Martin Agency, then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies, she decided to be a consultant in 1999. She has a new Twitter feed with helpful marketing information because she believes that marketing should be driven by brand and not by specialty.  Follow her at @SuzanneSeaseInstagram

Suzanne Sease

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