Today’s Ad Industry Innovator is Jake McKee from Ant’s Eye View.  Talk about a niche, these guys get customer engagement like Picasso gets painting.

The founders have very diverse backgrounds: Jake McKee built his reputation playing with Legos and Sean O’Driscoll in a company you may have heard of in Redmond, WA called Microsoft. These guys are bright.  They’re insightful.  Ant’s Eye View occupies a place in marketing that’s not only unique, but 5 years ago, wasn’t even talked about–now every company needs to be listening.  The voice of your Customer demands to be heard.

Ant’s Eye View recognizes that as companies grow, often they unintentionally detach from the customer relationship and miss out on crucial conversations happening about their brand.   Through grassroots, online and offline collaborative processes, Ant’s Eye View helps companies engage with those customers by developing strategies that identify, address and leverage those conversations.

What was the aha moment when you realized “our company needs to be doing things differently than we have been?”

Actually we’ve developed our company specifically around the aha moment! Our team has been doing customer engagement work for a combined total of something like 40 years. We get that this customer engagement stuff is the path to amazing business success and customer loyalty. When Sean O’Driscoll left Microsoft and when I left LEGO, it was because we saw that so many of those companies and agencies talking about this stuff had never been on the frontlines of customer engagement and we thought this “in the trenches” understanding was important to share.

What books are on your nightstand or great blogs on your Google reader?

Well, selfishly, I just got my first copy of the 10^th anniversary edition of The Cluetrain Manifesto, where I had the extreme honor of being asked to write the afterword. On top of that, I just got a review copy of Angela Connor’s 18 Rules of Community Engagement. It’s an exciting to book to have gotten in the mail: small, tactical, and smart.

Give me an example of marketing you think is brilliant and why.

One of my favorite examples, an example that makes me just giddy with excitement is the new and much written about Skittles.com. I once had someone ask me “how do we create community and social media for a particular soda pop?” At its core, the question was really about an agency trying to understand how to pitch “social” to clients. But the problem with the question is that soda pop in itself doesn’t have much inherent social interest. Marketers can work hard to create some type of inherent value, but what Skittles realized is that it would be smarter to simply highlight the conversations, interest, and inherent value already being created by their customers. Replacing nearly their entire Web site with a floating nav item that links to Wikipedia articles, YouTube videos, and a Twitter search. Brilliant. It’s the most compelling CPG Web site I’ve seen to date. If I meet the person that sold this into the organization, I’m buying them a drink for work well done.

We’ve all read that the pitch / RFP process is broken.  Many agencies aren’t even interested in competing in pitches.  Do you see an alternative to this process?

I do agree that the pitch/RFP process is broken in today’s marketing climate, but not for the reason so many agency people talk about. The agency focused argument is one that goes back years, well before the rise of the Social Web: pitches are little more than free spec work that allows clients to get far too much for free and agencies to deal with too much risk.

From my perspective, the problem is that the pitch/RFP process work happens almost entirely void of true strategy development activity. When developing strategy, and certainly strategy work around social engagement immersed marketing, you want to have a better understanding of your customers by first engaging. Listen first, generate ideas second. But a pitch to get business is inherently based in ideas. Certainly agencies are doing research, often expensive research, but that misses a great many opportunities for the client. My work at LEGO had me listening for 6 months to adult fans who were angry that the company had ignored them for decades. After joining fans in basements, classrooms and restaurants to hear their concerns, not only did I learn, but I proved to them that the company was honestly interested in knowing more about how to serve and work with them.

How can that happen if your ideas are being largely generated as a means to first win the business?

What does the agency of the future look like?

I don’t know what it looks like, but I know it has to have a new billing model. In my opinion, traditional marketing agencies will only be able to move to a place where they can more effectively help their customers understand and plan for a more social customer experience once they figure out how to charge for the time that that takes to do. We’re not talking about limited, specific campaigns anymore. Or at least not those alone. But agencies are setup to bill against that model, and it’s nearly impossible for them to effectively teach rather than implement.

What do marketers need that agencies are not giving them?

An agency that is happy, both in approach and in billing model, to train their clients to not need them after a reasonable period of time. Today’s marketing and agency culture is based on the fundamental principle that the bigger check the brand writes, the less work the brand’s marketing person has to do in the daily grind work. When headcount is a core metric of a division’s success, writing checks, even big checks is easy but hiring is not. Unfortunately that simply doesn’t work in today’s environment. When I talk to one of my favorite brands, I don’t want to talk to their agency, I want to talk to the employees of the brand. Agencies have traditionally existed to take the load off the shoulders of their clients, but today they have to be switching to helping their clients learn techniques and tactics for being able to better engage, to scale that engagement, and to support the daily grind in a way that helps build internal competency.

I’m not suggesting that agencies don’t have or shouldn’t have long-term clients. My suggestion is that agencies large and small should be working with their clients “teach, learn, own” model. Once the client owns the project, the (hopefully and expected) success will drive a more complex project that will start the process over.

Oh, and to be clear, I’m talking about marketing agencies, not advertising agencies. There is a often forgotten difference between the two and sadly they’ve gotten mixed up into one concept when we talk about this stuff.

Who do you admire and why?

Easy to explain, hard to name. I really respect and enjoy meeting the practitioners at brands that are doing this social stuff every day, toiling away in relative obscurity. You may know the “social media experts” who blog and twitter and speak constantly, but do you know the folks at H&R Block who are convincing a company working in a highly regulated industry to get involved in Second Life? Do you know who convinced Skittles.com to give up thousands of dollars of Flash development and replace it with Social Web content? Do you know who at Alaska Airlines is the face behind the official twitter stream? If not, you should find out. Those are the true experts, the experts you can learn from.

#####

Share/Save

I’ve been looking forward to this Ad Industry Innovator profile for a while: Spike Jones of Brains on Fire from Greenville [say, Greenvul] South Cackalacky.

Recently someone commented, “Ad Industry Innovator is an oxymoron.”  Getting to know agencies like Brains on Fire proves that point of view a little ill informed.  

The shops works with a wide range of regional and national clients including Best Buy, Fiskars Brands, Confluence Watersports, the American Booksellers Association, Rage Against the Haze (SC’s youth-led anti-tobacco use movement), Love146, Jason’s Deli, Michelin and BMW.

So you get a sense of Spike, one of my earliest email exchanges with him had this in his signature line:

I wanna be like Cap’n Kirk.

Get up everyday and love to go to work.

Don’t wanna be like Mr. Spock.

Wanna kick out the jams and rock the block.

 -Bob Schneider

Says a lot about Spike, I think, and anyone who turns me on to a new artist who sounds, at times, like Dr John and Taj Mahal’s love child gets props from me!

Brains on Fire are marketing kudzu.  

Not this Kudzu 

THIS kudzu:

Once you see them they keep popping up everywhere.  

Not sure where I first heard of them.  They floated across my screen somehow and from there, well, things just kind of spread.  

• In Charlene Li & Josh Bernoff‘s game changing book, Groundswell (Pg 147, if you want to look) and there they were, Brains on Fire.
• A PEMCO business event at the Space Needle at the premier of a new spot by previously profiled DNA-Seattle I met Sean O’Driscoll from Ant’s Eye View (also coming up on a future Innovator’s profile) who are tight with, you guessed it, Brains on Fire.  
• Last month over my breakfast cereal and coffee I crack open the newest Fast Company and what should I flip to?  An article about Brains on Fire.
• Based on my friend, Alan Schutte ‘s (Platt Hollow Road) recommendation to feature Norfolk, VA based Grow Interactive on an upcoming Innovator post, and who pops up on their site?  Brains on Fire.

Next time the Brains on Fire team rolls through your town, go check ‘em out.  Based on the places they pop up, they’ll probably be in your town next week.  If you’re ever in Greenville and you drop in, as people in the South are want to do, take them food, coffee or beer, they’ll love you for it.  (You’re welcome, Spike.)

1. What was the aha moment when you realized, “our company needs to be doing things differently than we have been?”

Well, this may come across as conceited, but Brains on Fire IS the ah-ha moment. We always say that Brains on Fire is a state of being. A condition. A movement. A cause. An attitude.

As for our current model, we found it in 2002 when we started a word of mouth movement that birthed Rage Against the Haze, SC’s youth-led anti-tobacco use movement. We didn’t have the funds to run ads like the TRUTH campaign, and we knew that even if we did, after the money ran out we’d be back to square one. So we created a peer-to-peer movement built on education instead of one built on fear. We used our identity/creative chops to bring it to life and RAGE has become one of the most successful anti-tobacco use movements in the nation (with one of the smallest budgets). At the time, we were just doing what we felt was right. A couple years later, the word of mouth industry came to be. Now we had a name for it.

2. What books are on your nightstand or great blogs on your Google reader?

I’ve been on a business book hiatus for a while, but I’m currently reading New York Stories: Landmark Writing from Four Decades of New York Magazine. It’s fantastic. And the last book I read before that was Under the Black Flag: The Romance and the Reality of Life Among the Pirates by David Cordingly. (You’ll notice an old-school pirate mentality around the Brains on Fire crew.)

As for blogs, I look to Adpulp for my daily dose of the ad world. I faithfully read Peter Kim’s blog, John Moore’s Brand Autopsy, Jake McKee’s Community Guy blog, Mack Collier’s Viral Garden, the Brand New blog (since Brains on Fire’s heritage is in identity development), and then, of course the FAIL Blog.

3. Give me an example of marketing you think is brilliant and why.

Maker’s Mark brand ambassadors. Turbo Tax’s Inner Circle. Fiskars Fiskateers (that’s ours). Any movement that is shoulder-to-shoulder with your biggest fans where you empower, engage, listen and join forces with your customers. Scratch that. Not your customers. Your brand’s best friends.

4. We’ve all read that the pitch / RFP process is broken. Many agencies aren’t even interested in competing in pitches. Do you see an alternative to this process?

Don’t get me started. RFPs represent all that’s wrong with the client/agency relationship. We don’t answer them. I despise them. What a waste of time. But that’s the way things have always have been done – and it seems that no big agencies or companies are willing to take a stand. And for every RFP we refuse to answer, there are ten thousand agencies willing to roll the dice.

Especially spec work in RFPS. Come on. Giving away the one thing that you have to sell is completely insane. For example, an international hotel chain called us up…

An alternative? How about sitting down and having a conversation with the agency? How about checking out what they’ve DONE instead of making them guess about what they would do? How about checking out their culture to see if they believe what you believe? How about basing your decision on tangibles? Stupid RFPs.

5. What does the agency of the future look like?

You think I’m going to say digital, don’t you? I’m not. The agency of the future will be the one that is willing to roll up their sleeves, get their hands dirty and figure out how and why people connect OFFline. Let’s face it, 92% of WOM happens offline. Digital is getting to be the easy part. And those are tools. Just tools. We are humans. And we crave real interaction. The rise of offline focus – and I’m not talking traditional advertising – is coming.

6. What do marketers need that agencies are not giving them?

Long. Term. Actionable. Strategies. They HAVE to get rid of the “campaign” mentality. Build a movement first. Campaigns are short-sighted and tactic-driven. It’s a great way to quickly become the former agency of record.

7. Who do you admire and why?

That’s an easy one. John Saringer. This is a guy who saw possibilities in everything. He couldn’t afford college, so after his chores and work, he’d sprint down to the local university, climb the fire escape and listen through the open window to chemistry classes. John Saringer took nothing and turned it into one of the most respected cattle ranches in the state of Texas. He worked his ass off every single day of his life, but was quick with a smile, a kind word and there’s nothing he wouldn’t do for friend or stranger. Oh, and he was my grandfather.

But if you want someone who I’m not related to, I’d say pick someone at Brains on Fire. Anyone. Matt Reese, the First Impression and one of the smartest people I know. Kathie Conway, our CFO, who has a mind for numbers I’ll never have in a million years. Geno Church, the most forward-thinking WOM practitioner in the business. Greg Cordell, a principal and Inspiration Officer – the guy is freakin’ brilliant. Robbin Phillips, our Courageous President who has created a flat organization where everyone can thrive. Carrie Woodward, who manages one of the most successful WOM programs of all time – and never complains about the bad days. Simply. Amazing. People. And I could go on and on.

######

Share/Save