Condé Nast, Bartle Bogle Hegarty Switch Ad Roles
ADOTAS – Where does an advertising agency stop and publisher start?
That’s what I was thinking as I read how Condé Nast was expecting to increase revenue in custom advertising and how ad agencies are creating their own brands to sell.
The Condé Nast Media Group, which creates ads for the company, earned almost $100 million with custom advertising in 2008. Richard D. Beckman, the president of the media group, told the Times that the group’s revenue is expected to double over the next few years. (At least they have a plan here as opposed to this.)
Bartle Bogle Hegarty, with fashion site mrs-o.org, which obsesses over everything Michelle Obama, is one of the advertising companies that is using its marketing expertise to create and brand something it owns.
Both are examples of innovative and aggressive attempts to raise revenue and in the coming few years that will help.
– Express your opinion, comment below.
Reader Comments.
Actually, BBH isn’t the first agency to try this ploy. If uncertain memory serves, Work, the now-defunct firm started by Cabell Harris, not only created its own brands, but launched an on-premise retail store that featured both client and house brands – including a fairly decent beer. Come to think of it, for some reason when agencies decide to go this way, they always include a beer. Why do you suppose that is?
Ooops – just Googled “Work Labs” and found out that the agency is still alive, doing well, and kicking some serious butt on the product creation front. Jeeze…coulda sworn I read an article to the contrary a few years back…but there you go. Apologies.
Jef,
I think people pick beer because everyone thinks they can make their own better. Plus the profit has to be huge. When I was a bartender, I saw the costs of beer and booze. As compared to what we charged, it was incredibly little.
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