Social media recognizance could provide a significant advantage to your agency’s new business initiatives. Twitter, along with blogs, blog comments, and other social networks, is abundant with conversations that can give your agency a boost over your competition.
JetBlue Airways tested the social media credibility of ad agencies vying for the airline’s marketing account by tweeting. Ad Age’s Kunur Patel recently reported, in his article JetBlue Marketer to Agencies: Find Me on Twitter, wrote,
“One basic way agencies can demonstrate digital chops to a potential client? Find him or her on Twitter.
That’s the lesson to be learned from JetBlue’s senior VP-marketing and commercial, Marty St. George, who earlier today decided to test agencies currently vying for the airline’s marketing account with this tweet: “We’re pitching our advertising AOR. Curious on digital savvy … first test is how many of the agencies will find me on Twitter.”
As of the timing of Patel’s article only two agencies, Mullen and New York-based Ludvik & Partners, were following Marty St. George (@martysg). Boston based Mullen was named as JetBlue’s new agency following a five-month review process.
I’m sure Mullen did its homework and was gathering as much intel as possible. Knowing that JetBlue’s marketing strategy leans heavily on digital channels and social media the past few years. That the company has 1.6 million followers on Twitter and that Mr. St. George also had his own Twitter account and was posting about the agency review process.
Mullen has been “walking the walk” creating a strong track record within the digital space and the social media arena, that has been producing new business results such as their recent win of the Zappos account.
Unsurprisingly, the Ad Age article raised quite a few comments. Many comments from those within the ad industry were negative toward Marty St. George’s tactics:
- If you ask me, JetBlue isn’t setting the bar very high with this little exercise. There are much better way to find a digital savvy agency.
- I’m not sure if this is absurd, egotistical, misguided or all of the above.
- Unfortunately this is an example of how not to start an agency review.
- By analogy, I wouldn’t find my future wife by asking her to find me on twitter.
- Hey, St. George, get over yourself. do you want top talent or not? stop with the rank “talent search” moves.
- Face it: its a hack move pure and simple (with the emphasis on SIMPLE).
My opinion, from a new business perspective, while many agencies whine about these type of tactics the smart agencies will seize the opportunities. What’s your opinion?
Additional articles that may be of interest:
- Ad Agencies in “The Great Race” for New Business
- Report Paints a Painful View of Ad Agencies
- Clear and Present Danger of Social Media for Ad Agencies
- Survey: 2010 Digital Marketing Outlook
- Ad Agencies: Don’t Turn Your Back on Digital
- Digital Agency Uses Social Media for New Business