Home Agencies Neo@Ogilvy COO Smith Says The Advertising Agency Model Needs To Drop -Advertising- From Its Title

Neo@Ogilvy COO Smith Says The Advertising Agency Model Needs To Drop -Advertising- From Its Title


neo-at-ogilvyGreg Smith is COO at Neo@Ogilvy, a full-service digital and direct media company and division of OgilvyOne Worldwide.

AdExchanger.com: What trends are you seeing on the client-side in 2009? How will 2010 take shape in your opinion?

GS: Clients are discovering ROI, metrics, data. 2010 will look more like 2008 than 2009.

Does media deserve a bigger seat at the strategy table with the client and creative agency? In your experience, have DR metrics made it (or should they) into the high level, strategic conversations with clients on target segmentation and brand positioning?

Media and data are more important than creative. The first validates creative, the second represents the largest investment.

Is placement and context less important than audience? What has spurred the move towards addressable media?

All work together. For CPA, response rate matters the most. For branding, the right context gets the right audience.

In the future, what challenges must the agency model overcome in order to remain relevant its client base?

Drop the word “advertising” from its title. Marketing is much bigger and consumers are better at avoiding advertising.

How does the ad exchange model uniquely provide opportunity for advertisers?

It doesn’t. Just another way to commodify cheap inventory.

What are your thoughts on demand-side optimization and real-time bidding (RTB)? An opportunity for advertisers and agencies?


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Another tactic, but I’m not sure it’s a game-changer.

Is attribution still a challenge? Is the view-through conversion accepted by your clients? Any solutions out there that show promise for solving attribution – whether internal or external?

We’re using more reliable data feeds and advanced analytics to improve measures of direct/indirect attribution. Still a long way from perfect.

Can you discuss Neo’s experience with B3, WPP’s trading network? Is this the technology platform Neo@Ogilvy needs for a future that includes the trading of online media through an exchange?

Can’t discuss.

What recommendation would you make to those beginning a career in media? What skills need to be acquired to insure future success?

Understanding of numbers, analytics. Good communication skills.

Follow Neo@Ogilvy (@neo_Ogilvy) and AdExchanger.com (@adexchanger) on Twitter.

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.