Reclameweek Interview

Look out in next weeks Reclameweek for an interview with my good self . Bart Remmers came over for a chat this week and has done a very kind job of writing an article which I think really reflects some of the key thoughts of myself and cherish...also as we finally start the PR machine rolling with press releases in Adformatie and Reclameweek

Van Dobben

It's all about the English and Dutch getting together today...cherish has had the green light on a campaign with legendary Dutch brand Van Dobben. We approached them with a specific idea to help promote them but also to illustrate cherish's abilities to it's home market. Our campaigns are all over Europe but I wanted more visibility in The Netherlands. As part of the deal cherish will be visible on all of the collateral in the campaign...and actually I have really high hopes for the campaign itself...very funny and very visible...watch this space. From a PR angle the idea of an Englishmans company promoting the essence of Holland is already starting to bite...lovely...

It's not cross media...but what?

So for the time being I have settled on cherish being an "integrated, cross media" agency...but I am not happy...integrated:, well yes we do bring together different aspects of agency life, PR, media, creativity...but only because it makes sense and only then if a campaign needs it, not just for the sake of it...cross media: it is true our campaigns span several media, but cross media tends to bring up images of one concept pushed through differing channels, and always the same channels...cherish is focussed on campaigns that use any media that is relevant and necessary to pull the consumer into an engagement. Our business model, now and for the future, does not look to recruit large elements of a single skill set into the business...thus meaning cherish never NEEDS to sell a campaign of a certain type for the sake of the business, as out traditional and interactive colleagues do.

Without TV as part if the campaign the traditional agencies are really struggling to justify the budgets they need to match their costs, the interactive agencies have to keep the developers working so the campaigns must be interactive in nature. I don't have a problem with TV and interactive always being there if they are needed...but ONLY if they are needed...

What I am talking about is media neutrality, a media neutral agency...hmmm not sure neutral is a good way of describing an agency with a strong opinion. It's not about a new description for the sake of it, it's because there IS a new way of looking at things...media agnostic...nope...consumer led...naah...media independent...maybe? Suggestions on a postcard please...

Will it ever stop raining...

PLLLEEEEAAAASSSSEEEEE

The new cherish website...

Is live!! Rejoice! It's taken some time, as anyone in a busy agency will know, but it is live. A combination of living elements (like, photos, this blog etc) and a creative explanation of who cherish and what cherish is. It has been really well received so far which is nice, but it has only just begun, it will evolve and grow...watch this space...well not this space, that space...

Imitation is sincerest form of flattery

There seems to be a new, highly contagious disease in the ad/pr and media industries at present. Case's of NeedToSurvivitis (otherwise known as BandWaggoning) are increasingly common with more agencies are trying to re-invent themselves as integrated/cross media blah di blah companies.

The thing is, when I set cherish up it was specifically because I could not see any existing agency capable or even willing to change sufficiently to address the needs of the marketplace...cherish was established 2 years ago solely to deliver effective campaigns across any media and using and technique necessary to connect brands and consumers, irrespective of buzz words or convenient industry categorisations. What this means for our clients is that our business model is such that we don’t have large numbers of people in a specific skills area sat around not working if one campaign has no interactive or no TV - this means we don't have to find a way to price campaigns to pay their salaries. We have no pre-conceptions of the advertising industry, no minds needing changing, no egos damping.

So...don't accept substitutes....a pig in a woolly jumper is not a sheep...a transvestite is not a woman (no offence!)...a rebranded/repositioned agency is not..well...cherish.

Why will traditional agencies struggle?

Because there is s battle for hearts and minds of traditional creatives more difficult to win than that the Americans are fighting in Baghdad. The belief that an industry is changing incorporating media that they do not understand means they are frightened and defensive. Buying in interactive talent helps but as I know from people fighting the fight in Amsterdams 2 most famous agencies the politics and egos are making change slow and inefficient, and who is losing out whilst people are rutting like stags internally? Clients and consumers. As always.

Why will PR agencies struggle?

I'm afraid the shock of the complexity of devising, creating and producing campaigns including interactive media is simply not understood by much of the PR industry. The process and structure you need in an organisation is central to the culture of the company and will create conflict and failure before it creates results.

Why will interactive agencies struggle?

Mainly because they struggle to have the gravitas and strategic thinking to engage with a brand on a truly conceptual and strategic level, and even if they have are 'C' level clients ready to engage an interactive agency as a strategic brand partner? Also whilst some interactive shops are trying to break into TV this is a tough leap to make. I do think if they bring in the right skills and have the right culture to adapt they will find it easier than the traditional agencies to morph but to be honest I respect the agencies in this space that are focussing on increasing their depth of skill and expertise and creativity digitally and ignoring the lure of the integrated world and sticking to what they are good at

UPC Shoot...

Another week another eventful few days in the life of myself and cherish. Thursday was the first TV shoot for cherish, a big day in proving that we have credibility in "traditional media" as well as the many other forms of media we are already leveraging in our campaigns. The shoot is for UPC in The Netherlands and is a concept we created to promote safe use of the internet for teens in Holland. It integrates with an online resource to advise teens on how they can avoid getting in trouble.

We are working as a partner to Solid Ground in this campaign, a significant player in the PR world in Amsterdam and thanks have to go to CEO Peggy de Lange for having the faith in cherish to get us involved.

The shoot itself went very smoothly, other than the inevitable clashes between large ego's and creative minds (erm...that would be me and the director then!) but the result is going to be great and that's the most important thing. The biggest achievement of the day was getting good weather to shoot at all, the only sunny day in weeks of absolute crap in The Netherlands...Budapest feels a long time ago!

Also we saw the launch of Niels Broekhof's career as the Stunt Pervert, fantastic effort Niels!

The spot will be on TMF in The Netherlands (a youth focussed Dutch MTV) 4 times a day for at least a month and you can see further pics of the day by clicking the link to cherish photo's on the right of this page.