Skip to main content

It's Time for Me to Zag

Wayne Gretzky has one of the greatest sayings of all time that has stuck with me since I heard it several years ago. When asked what the difference between a good hockey player and a great hockey player was, he said, "A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be."

I'm not comparing myself to the Great One by any stretch of the imagination. However, if you've read my blog posts and pay attention to the agency world - and most important, listen to your clients - you know the business is changing fast. A few companies are growing larger and larger while others are starting up, shifting focus or being bought. The lines between advertising, PR and digital agencies has been blurred so badly that it's difficult to really tell what their differentiation really is. The PR firm has hired digital teams, the ad agencies now have PR folks and the digital shops, well, they claim to be able to do everything the other two can do but better. Which totally makes sense given their long time lines, production-shop mentality and outsourcing. Oh wait -- it doesn't.

I still think PR has the leg up because of their ability to respond quickly with messaging, something the other shops will only see as a "bolt on" solution for clients. "Make this ad (or website) 'PR-able!'" is a request I've heard all too many times from the large players, who are raking in millions of dollars for creative, only to watch it fall flat because the smart sounding British dudes in funky glasses oversold the impact their widget would have. "EVERYONE WILL BE DOWNLOADING YOUR WIDGET!" they'd say. The whole thing has clients heads spinning and this is before you even factor in social media-specific shops, also known as the dodo bird of the agency world.

Back to large agencies for a second: In certain instances, it makes a lot of sense for a multinational business that spans many continents to hire a large agency because they need the scale and as such can negotiate competitive rates. This makes procurement happy because it's one contract with one holding company and theoretically they're saving a few bucks. I've yet to see this model work flawlessly as typically campaigns are customized and executed differently in local markets, but I digress.

Conversely, there are companies (and marketers) looking to smaller firms that can be nimble, provide senior level thinking and attention on a regular basis to help guide them through the ever changing business and marketing landscape while providing the creativity and speed that their multinational counterparts can't offer.  I truly believe the agency world is changing and that while for the past several years I've worked at the former, it's time to go where the puck is going. It's with that that I'm happy to announce that I will be joining an independent, smaller firm next week where I will have control and authority to do some pretty remarkable things beyond what one discipline with a bolt-on solution can offer.

Which one? Well, I'm not going to let the cat out of the bag just yet. Needless to say that after six years and four months with the only agency I've ever known it's going to be a different world for me. I've had a lot of great opportunities with MS&L and got to show the world's largest companies my marketing chops and for that I will be eternally grateful. I've worked with some brilliant people and have had access to C-level executives, brand managers, marketing directors and clients that most agencies dream of. The journey has been difficult, long and at times extremely challenging but it's one that I believe has prepared me for this new opportunity. I've played "intrapreneur", if you will, for years, within a big company -- so it will be a lot of fun to build a business again, this time on a much different scale with new partners and clients.

I'll spill the beans soon on where I'm headed once the time is right. Until then, I'll continue to zag while everyone else zigs.

Comments

l.brander said…
Hi Dave,

Congratulations! I wish you the best of luck. I know it was for a short time, but I learned so much from working with you. Be sure to let me know when you are ready to tell where you're going!

Lauren
David Binkowski said…
Thanks, Lauren. It was great working with you too. You were an extremely fast learner and helped us take our thinking and offerings to new heights!

Popular posts from this blog

How to Rick Roll Someone

I've noticed a lot of traffic to my blog from a post I did on Rick Roll. In particular, people are looking for how to do it. So, without further adieu, here's a quick 1, 2, 3 on "How to Rick Roll Someone."


Pick your target. This should be someone not suspecting a peculiar link, email or heads up. Works great if you're the guy/girl in the office known for sending YouTube links via IM
Grab the URL. The YouTube video is probably the easiest to snag, because the URL isn't a dead giveaway. Sites that truncate URLs like SnipURL and TinyURL are handy if you want to send folks to yougotrickrolled.com.
Pick your delivery method and send! IM, email, blog (wink!), what-have-you.


Please, feel free to get creative. Our programmers used a "Can someone test this site?" email to the office to Rick Roll the entire staff. Or better yet - send the URL along to unsuspecting family members as "Our newest family pictures!".

Another fun way is via conference or phon…

My first Facebook spam!

Well, that didn't take long. I was spammed twice today via my Facebook profile by someone named Andrea Rowe, saying that she likes my profile picture (flattery is my weak spot) and wanted to chat. She's promoting a site through one of the TinyURL-esque sites and let me know that her username is "foxy_hotty". Here's her follow up message:


hi there David, how's it going? i wanted to chat with you, but they don't have that here, whatever. if you'd like to, you can check out my other profile at http://snipurl.com/XXXXX my username's foxy_hotty. we can chat there, just dont mind the bad pics, lol. soooo, ya, see you i hope.


Yes, I edited the SnipURL ending because I refuse to give spammers free promotion or even worse, the click through. For those unaware, sites like SnipURL and TinyURL allow you to send truncated versions of URLs, which is particularly handy when you're posting URLs to your blog (formatting) or SMS-based tools like Jaiku and Twitte…

Fake Facebook Likes and Twitter Followers -- And the Implications for Brands

This post originally appeared on the Large Media blog.


There's been a lot of talk about Twitter followers lately, including both presidential candidates, celebrities, musicians and the like utilizing services to game their numbers. Specifically, a lot of the "Top 10" have been found to have a substantial amount of fake followers, in some case to the point where 70% of their following is either bots or inactive profiles. Most articles and infographics on the subject are telling, however with a little digging you can find out that there are also social media "experts" utilizing the service to give the appearance of bloated numbers. Intrigued, and given our rare propensity to tweet as an agency, we wanted to see what the fuss was about.

So we gave it a try.

Discovery

In August we saw some ads on a third party Twitter "profile checker" site  saying they can send a thousand followers your way for $9. The process is pretty simple: select how many followers yo…