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Advertisers Seek Alternatives To Agencies

 February 27, 2012

 by Karl Greenberg, Wednesday, February 22, 2012 4:27 PM

An annual review of website traffic and search criteria submitted to leading online search and selection consultant AgencyFinder.com by registered advertisers shows that clients are more open to solutions from non-traditional marketing service providers than ever before.

"If you look at the hundreds of search inquiries we've processed over the last 18 months, you see more and more clients willing to meet with the entire spectrum of marketing service firms -- from integrated marketing firms to shops specializing in digital, social, experiential and other mediums," explains AgencyFinder's Chairman and CEO, Chuck Meyst, in a statement.

"Over the years, 'ad agency' and 'advertising agency' have morphed to become marcom, integrated marketing communications, digital, interactive, experiential, shopper, crowd-sourcing, social media and more, all contributed by well-intended individuals seeking differentiation," Meyst continued. "But clients regard those distinctions as services. Clearly there's a difference between what giant corporations desire and what many small to mid-sized clients desire, but regardless of size, most suggest they'd like a marketing partner to provide whatever discipline is called for."

Read more »

The Multiple-Personality Stadiums

 December 27, 2011

What happens when a stadium loses a sponsor again and again?
By Robert Klara

Some 70 percent of pro sports facilities have a corporate name over the front gate—or in the parking lot, on the scoreboard, even in the rest room. Brands have demonstrated that they will plunk down serious cash for the exposure. Bank of America, for one, is paying $140 million over 20 years to name the home of the Carolina Panthers. And it’s little wonder. A recent study by marketing firm Performance Research found that 90 percent of fans can recall the names of companies that sponsor their local arenas, while 35 percent say it causes them to have a more favorable opinion of the brands. But what happens when a stadium loses a sponsor—not just once, but again and again? The average naming-rights pact spans 19 years—assuming the brand itself survives—yet some venues suffer from a touch of schizophrenia. “It creates confusion,” says Michael O’Hara, professor of finance at the University of Nebraska and a sports economics expert. “The purpose of naming rights is to build a nice, firm, solid brand.” Maybe that’s why, after a brand bails, ballparks seem to have little trouble lining up another to take its place. Following are a few venues with serious identity issues. Read more »

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