Twitter for Agency RFP

After splitting with JWT last year, JetBlue is searching for a new agency of record (AOR). Said VP-Marketing Marty St. George, “We’re pitching our advertising AOR. Curious on digital savvy …first test is how many of the agencies will find me on Twitter.” He also hashtagged it #sneaky. St George – who can be followed at @martysg – is an MIT grad that has been at JetBlue since 2006.
JetBlue’s marketing strategy has relied heavily on the web and social media in the past few years; using Twitter as a customer service tool (with over 1.6 million followers), Flickr to humanize the brand, and YouTube to inform and engage with customers. The airline made Ad Age’s America’s Hottest Brands list in 2009, and is recognized as a progressive marketer.
Maybe Marty is doing this to make a defining gesture about JetBlue and the pitch (good on ‘im) but I personally really don’t see how finding someone on Twitter indicates digital-savvy … I think my longwinded friend Jaffe concurs …

CMO 2.0 Interview with Marty St. George, CMO at JetBlue (
CMO 2.0 Conversation- How Jet Blue Won The JD Power Award (

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Agency of the Decade: CP+B

I confess when I read AdWeek‘s announcement about Agency of the Decade, I had something of a “WTF?” moment. Goodby? Thankfully sanity prevailed in their “People’s choice” vote, and CP+B romped home. AdAge’s Agencies of the Decade feature also gave it to Crispin. I think it’s pretty unarguable.
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What the pundits say, What CMOs say, What marketers are doing

Companies and brands that went with the flow of the boom-bust cycle by cutting ad spending — as data suggest household and personal-care players did last year — tended to lose more share to private labels both immediately and longer term. Companies whose ad spending didn’t vary according to economic cycles — based on an analysis of Ad Age data on global ad spending — also tended to increase their stock prices an average of 1.3 percentage points annually ahead of others from 1986 to 2006, said Mr. Steenkamp, who analyzed global results of 26 marketers across multiple industries.
“Marketing, we are happy to report, is not running scared from the economy by slashing budgets and headcount. Instead, marketing is getting back to our key function: driving business and opportunity to sales and owning the customer experience.”

Companies continued to reduce marketing budgets in the first quarter of 2009 but the rate of decline has slowed, according to the IPA‘s Bellwether survey. In the first quarter, the net balance of companies reporting an increase in budgets was -34%, which compares to the record low reading of -42% in the fourth quarter of last year.
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