How (much) do clients pay their advertising agencies? Obviously- it depends. But usually an appropriate response could be “Through their noses”

Saw the recent IAS (Institute of Advertising Singapore) ads promoting “Singapore International Advertising Congress 2009″ and they touched a chord with me. They also organize the Effie Awards in Singapore. And I have judged some categories at the awards with an esteemed panel of the who’s who from Singapore advertising landscape.

I have at many occasions talked about how creativity need not be at earth shattering costs. And though some marketing campaigns might need them,many do not.

Finally- managed to blog about the videos they created- and here they are- Creative, timeless, simple, unpretentious and inexpensive (though I’m sure they don’t cost $0 as mentioned in the ad).

But before you jump to crucify your staff or your agency- here is the thing- this does require talent- both in performance and execution- not to mention marketing the videos. The shift is that the production costs are cheap- and marketing assets like this become of prime importance.

Therefore- if your media agency pretends to understand digital media- ask them to market this stuff. Grain from the chaff. Men from the boys.

New Media Marketing has content at the forefront- and these digital assets can prove quintessential to marketing your web presence- which in turn is important to get audience that convert into sales.

However, one caveat though- they have taken a outward-in approach- they do succeed in creating buzz using the ads- specially because they aim to reach the marketing fraternity- though they missed an important discipline- Landing page Optimization. Ask me how.

Enjoy

Shalabh (@shalabhpandey)