Bob To Keynote Radio Industry Confab

The Radio Advertising Bureau (RAB) and the National Association of Broadcasters (NAB) announced today that Bob will be delivering the keynote address at the 2014 Radio Show. Here's more info.

"Incredible Insights Based On Facts"


Reviews of Type A's presentation today to the Inman Connect Real Estate conference in San Francisco are rolling in. Here are some excerpts:

To inquire about having Type A add some juice to your event, click here.

The One-Day Agency Reboot

We've been reading all about your agency:
  • You are nimble and agile...
  • You believe a good idea can come from anywhere...
  • You are collaborative...
  • You believe the consumer has greater control than ever... 
  • You are tech savvy and media neutral...
  • You have a proprietary method for gaining consumer insights... 
  • You believe the biggest asset any brand can have is a team of creative, passionate thinkers devoted to its success...
Congratulations! You are exactly like every other agency in the universe. 

As an advertising agency you have the eternal problem: How do you differentiate yourself in a way that means something?

Every day you tell your clients that one of the most important things they have to do is differentiate themselves. But you sound exactly like your competitors.

You are in desperate need of our One-Day Agency Reboot.

The One-Day Agency Reboot takes the ideas you read here and applies them to operating principles for your agency. We do it at your office in one day. We did it successfully for ourselves for years.

It is a no-bullshit all-day session that gives you simple, specific ideas about how to create a differentiated position and philosophy for your agency.

It is not about putting big pieces of sticky paper all over the walls and writing down your "core competencies" and "best practices" with Magic Markers.

It is about giving you 8 principles on how to think and talk about advertising that will make you look smarter, act smarter, produce smarter work, and attract smarter clients.

You will sound different. You will have a clearly differentiated point of view. You will make better presentations (and, with a little luck, better ads.)

We promise that it will change the way you look at what you do, and how you talk about it to your clients and new business prospects.

You will finally understand what the hell you are doing and why. And you'll be able to explain it in a way that separates you from all the bland jargon-monkey agencies.

If you want some more information about our One-Day Agency Reboot, contact us here.

(For marketers and clients, we are developing a "One-Day Strategy Reboot."  If you are interested, contact us here and we'll be in touch with you when it is ready.)

Ain't It The Truth

"Whenever anything happens anywhere, someone over 50 signs the bill for it."  P.J. O'Rourke

Independent Is Good

It wasn't long ago that the agency business was the province of independent entrepreneurs. In the 1980's Y&R was the largest agency in the U.S. with a 1 1/2% share of the US advertising market.

Today, four global holding companies control over 70% of the advertising in the U.S. We don't believe this is a good or healthy thing.

The Polluted Fountain Of Youth


Anyone who's ever had a parent knows one thing for sure: Old people think young people are idiots.

If you're young, your parents hate your music, hate your haircut, hate your friends, hate your language, hate your clothing... it's an inviolable rule of nature.

This is nothing new. It's been going on for generations. Ever since youth culture emerged about 100 years ago, every generation of parents has thought that every generation of kids were a bunch of bozos.

The only people who don't seem to know this are us geniuses in the advertising industry. According to us, older people don't just admire young people, they long to be like them.

Bob Kills It At Ad Week Europe


Bob was invited to deliver the “Spotlight Lecture” at Advertising Week Europe, which was held in London.

His talk was called “The Golden Age Of Bullshit” and shed light on the enormous differences between the predictions of experts and the reality of the past 10 years in advertising and media.

The fellow introducing and interviewing Bob is Mark Austin who is chief newscaster for ITV, the UK's largest private TV network.

Recognizing Foolishness In Everyone But Ourselves


One of the great truisms of marketing is that a good deal of consumer behavior makes no sense.

While we often go out of our way to scour Google for the lowest prices and the best reviews, we also frequently behave in ways that defy common sense. When it comes to buying stuff, or any other human behavior for that matter, we are not logic machines.

17 Mind-Blowing Facts About People Over 50


Here is the first video from Type A Group.



You need a strategy for talking to people over 50. That's one of the reasons we're here.

To share this video, go here.

Battle For World's Most Valuable Consumer

Last week, Type A was invited to speak at a conference sponsored by the 4A's and the law firm of Coblentz, Patch, Duffy & Bass LLP. The topic was "The Battle For The World's Most Valuable Consumer."  Below are the remarks.

Good morning boys and girls.

I’m going to try something amazing today. I’m going to try to talk and change Powerpoint slides simultaneously. This is not a core competency. It's sad. A few months ago I was the ceo of an ad agency. I had departments full of people who did nothing but advance powerpoint slides for me. Now look at me.

Okay, my talk today is entitled The Battle For The World’s Most Valuable Consumer.

Who is the world’s most valuable consumer? Actually, it’s my wife. But that’s a whole other slide show.

The world’s most valuable consumers are people over 50. And the title of this talk is a big fat lie because the truth is that there is no battle for these people. But we’ll get to that in a minute.

Why Everything Sucks

video 

Thanks to Tom Pellack for this.

Top 10 Mistakes When Advertising To Grown-Ups


One of these days your phone is going to ring. Your boss is going to want to see you in his office.  He will say, "What is the biggest opportunity for growth we are currently missing?"

Microsoft's Surface Gets Buried


Several months ago, we made a presentation to a group of agency owners. The theme of the presentation was the foolishness of marketers who ignore people over 50.

One of the misguided campaigns we talked about was the introductory campaign for the Surface tablet by Microsoft.

The "Youth" Car Delusion

According to The Wall Street Journal, it's not young people who are buying "youth cars," it's older people.
"Appealing to the young has auto makers designing and marketing to the "millennial generation"—that group of consumers in their 20s and 30s whose numbers could rival the postwar baby boom that has dominated the auto market for decades. But senior citizens are making Swiss cheese of those efforts."
The auto industry continues to target 18-34 year olds who account for only 12% of subcompact car sales. Meanwhile they essentially ignore the 88% of the population who actually buy these cars.

The Most Valuable Generation In the History Of Marketing

Nielsen calls them "The most valuable generation in the history of marketing."

Forbes calls them "The most neglected wealthy people in the history of marketing."

They are people over 50.
  • Over 70% of the wealth in the U.S. is controlled by people over 50.
  • About half of all consumer spending is done by people over 50.

Will Marketers Ever Get It?

The New York Times is catching up to us...
"From 2007 to 2011, the age group most likely to buy a car shifted from the 35 to 44 group to the 55 to 64 group"
Read more here.

Type A's Go Hollywood











Last week, the Type A's did a satellite TV telecast to 150 TV stations across the US and Canada. We were invited by Noll Media to speak to these stations on the subject of improving the spots that they create for their clients.

Agencies Never Take Their Own Advice

 
Spend 15 minutes in an agency and the first thing you’re likely to hear is that the most important aspect of marketing is “differentiation” – communicating to your audience how you are different from your competition.

Car Marketers Driving Blind

As we've been saying, the automotive industry, along with just about every other industry in America, is completely out of touch with reality. Below we have reprinted an article from Edmonds.com in which they report on a study conducted by the University of Michigan that concludes that automotive marketing should be focused on people 55-64. Duh!

While You're Pretending To Work...

...put on your headset and listen to us on the BeanCast.


What They're Saying About Type A

We launched Type A on May 6th and it was a home run!

Thanks to all the people who wrote, tweeted and visited. And especially the people who called and wrote to inquire about our services.

We also made news in some of the top ad blogs. Here are some samples from AdPulp, AdScam,  Ben Kay and Sell,Sell.

Tweet Of The Day














Yes, you can book us for your conference -- info@typeagroup.com

Bob's Book Hits #1

Bob's book, 101 Contrarian Ideas About Advertising, reached the #1 spot on the Amazon charts for advertising books.

Amazon updates its charts every hour so titles tend to jump around. But for most of the past few months 101 Contrarian Ideas... has been in the top spot.

Rampant Fraud In Online Advertising

A number of reports recently have brought to light an extraordinary amount of fraud in online advertising -- particularly in what are called "ad exchanges" -- that are costing advertisers hundreds of millions a year.

If you're interested, a good place to start is this series by Adweek reporter Mike Shields.

Amazing Ad Experiment

For years now we have been told that one of the great advantages of online advertising is that, more than any other medium, we can target people precisely based on their actual behavior patterns. Several months ago, three very bright people decided to test this claim. The results were amazing:

Associates and Advisors

Type A is assembling an outstanding group of professionals with special skills throughout the advertising and marketing industries to serve as associates and advisors to us and our clients.

Here are some of the people we are working with: