HCF CMO: Agencies Are Light Years Away From Understanding MarTech

HCF CMO: Agencies Are Light Years Away From Understanding MarTech
SHARE
THIS


What best describes you?

HCF CMO Jenny Williams has delivered a damning assessment of agency land in Australia labelling creative, digital and media shops as all unable to meet her needs as a modern MarTech-wielding marketer.

Speaking with B&T in Las Vegas at Adobe’s Marketing Cloud Summit, Williams said that the world had moved on from the traditional services offered by agency land and that there was little choice for corporations but to bring much of their marketing activity in-house to fully embrace the power on offer from MarTech providers such as Adobe.

Williams also said that she had been inspired by Royal Bank of Scotland’s head of analytics Giles Richardson’s keynote address at the Summit to reconsider the traditional creative partnership of art director/copy writer. She said that she was going to try a threesome instead.

RBS’s Richardson had told the 10,000 strong audience at Summit how he had developed Superstar DJs to optimise the customer experience journey, which were really an analytics person and a content producer.

Williams, however, could see that to meet her marketing needs, she would require three people to work in partnership. The reason came down to the world being governed by rules. Rules set by machines driving algorithms made by MarTech.

“The Adobe Marketing Cloud enables us to create rules-based content delivery effectively. Whether that content goes out through [Adobe] Campaign or whether it’s going out through [Adobe Experience Manager] or whether it’s going out through [Adobe Mobile], it’s all about the customisation of that data through rules.

“What you actually program into the rules, that’s the differentiator between me and MediBank in the future. How well I write my rules and how much content I have that delivers real insight-driven personalisation under that content.

“To write those rules you need analytics guy, because analytics guy can find the gaps and tell you what to optimise and gradually the tools will get better at alerting you to those gaps and prioritising those and using data science to analyse those to determine whether it works or not, so analytics guy is critical.

“Then you’ve got producer guy, who knows how to use the tools to program the rules to make it happen. Producer person is a combination of a programmer and a marketer.

“And then you need content guy. Content guy is creative. They are images, words, video, sourcing stuff.”

Perhaps even more illuminating for any budding creative, Williams believes the creative person needs to be a combination of both art director and copywriter. “Otherwise you’re going to end up with too many people,” she added.

“My instincts are that the average advertising agency is light years away from being able to understand what this is. And your average digital agency is still building sites and implementing gizmos and gadgets and so forth.

“It’s going to come down to the clients to put those pieces of talent together in their organisation. Maybe that’s just because I’m client side now that I see that, but having come from agency side I think that space in the middle just requires things to be done in-house.”

Williams also had an opinion of media agencies, which she said she found to be still quite siloed.

“They tend to get really specialised. You’ll have the guy that’s doing search optimisation, then you’ll have the guy who’s doing display optimisation, the guy who’s doing the video optimisation and the guy who’s doing TV buys. You do have a little bit of integration at the top, but what they’re not necessarily doing is the creative test, learn optimise piece.”

She also said that in the Australian market there is a dearth of MarTech talent. “They’re like unicorns; it’s too hard to find them.”

Williams said that she was going to follow RBS’ Richardson in not hiring digital analytics people, rather just hiring analytics guys and then teaching them marketing.

“If they’ve got the right maths skillset, we teach them Adobe, we teach them what they need to do and that’s all they do. They don’t care about the pictures and so forth, it’s just all numbers for them.”

Overall, despite her negative assessment of agencies, Williams said she was excited about where marketing was going and what MarTech was now making possible.

“All of the barriers to achieving attribution, responsiveness, effectiveness etc are gradually starting to fall, which just means you can get to the point where you’re doing it smarter. The challenge is as you get the ability to do all that, your competitors get it too …

“At an industry level it’s always interesting to observe how these things change and wanting to be at the front riding the wave. I think it’s exciting that a lot of those technologies and things that we can play with without having to make big investments and create big infrastructures and that sort of stuff changes the dynamic.

“I think though, there’s a piece that sits underneath all of that, which goes back to the heart of what we do, which is that the actual creative idea, we now have to think a lot harder about. The creative idea has to be your differentiator.”

Williams said that the old advertising model was we’ll have one big idea, but MarTech now needed much, much more.

“We’ll have strategy develop the insight, the creative department develops this one big idea, and we pump it out across all of the channels. Well that doesn’t work because in digital there are so many more channels and that holds true today.

“The big idea does still needs to be there, but it has to be a much bigger, much more core idea; something that will resonate with everyone. Touch some basic core human truth. But then how you then replicate that across every channel, the number of times you have to find the nuances of that and the amount of work involved in creative optimisation is enormous.

“I think the challenge for advertisers and agencies in that world is how they do that multiplication? What does this idea mean to segment X when they’re at this stage of the buying cycle and if they respond to it in this way how do we then respond back?

“So it’s almost like artificial intelligence ideas applied to marketing, which creates an exponential growth in the content creation space.”

And that, is where the traditional agency model falls into trouble. MarTech is making life difficult.

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]