How one mad woman will change Madison Avenue
Judy Shapiro , Editor | Nov 8, 2018
Title: CEO/Founder engageSimply
Topic category: If I ran the world

My career in marketing started at an ad agency called NW Ayer that created some of the most iconic ad campaigns including "A Diamond is Forever" (DeBeers); "Reach and touch someone" (AT&T) and the ever powerful "Be all you can be" for the Army.

These formative years imprinted on my mind and heart that great advertising is advertising that makes Human Contact – the guiding principle of the agency. This principle meant we were motivated to always do right by our clients. It meant we had to ensure that the media and the message were synergistic – not combative. Mostly though it meant that we were driven to create advertising that touched real people in their everyday lives.

Twenty years on and I had moved to the client side – AT&T, Lucent Tech, CA, Bell Labs among other firms. I got to work with many many agencies and saw many models ranging from "ala carte" to "full service." But irrespective of the agency, my main criteria for hiring and/or firing an agency all hinged on whether I trusted the agency to do right by us; to utilize the right tech; to create campaigns that connected with real people and to have a clear process that could improve our results with consistency.

Today, agencies have squandered their "trust" credentials because they did not lead the evolution of marketing technology or even evaluate it with authority. Instead, they abandoned their clients and their aching need to have some adults in the room to moderate the enthusiasm of adtech guys who promised them the world. Worse, after it was clear that the tech guys were walking away with the show, these agency holding groups tried to shore up their "creds" by buying tech firms at crazy high valuations with questionable real value to clients.

This is when I turned from agency advocate to one mad woman. I was mad that agencies allowed the industry to be taken over the ad tech guys. I was angry that agencies were underpowered to advise clients well on how they organize their marketing architecture to help them make their ad budgets accountable. But what was simply unacceptable is that agency holding companies burdened their agencies to use their newly acquired technology – irrespective of whether or not the tech served the client well. The core agency value of doing right by clients was shoved aside in pursuit of profits.

The solution for me was clear. Leverage my deep agency experience, brand experience, and tech knowledge to create a wholly new agency holding company with an entirely different DNA – who we serve, what we offer and how we make money.

We call it The Trust Web. This represents a new technological agency/ agent holding company that will thrive by serving both advertisers and consumers with new avenues for making connections that count.

Here is our vision. It is a radical departure of what you may think an agency is or isn't. Love it or hate it – talk to us – we want to get your take.

Read more about The Trust Web here.

Reach out to me @JudyShapiro.

Tags: transparency, Judy Shapiro, engageSimply, Organic Search Advertising, Brand Wisdom
comments powered by Disqus
We're a customer acquisition company with solutions that can help you become a Brand-to-Demand powerhouse!
Reach real-time intent audiences with Organic Search Advertising

This is a revolution in digital acquisition marketing because it is the first and only solution that integrates contextual PPC advertising for lower funnel conversion with AI-driven programmatic media buying to find matching trending topics on web for scalable, quality traction – all in one solution:

Imagine a new solution that identifies and verifies the right, real-time intent signals amidst the blizzard of impressions for a new level of marketing acquisition efficiencies.
Get the most accurate insights into your competitors' priorities with Content Wisdom.

Monitor competitors' trending topics, identify and analyze competitor strategic shifts by focussing on on web site content. That holds the most up-to-date and comprehensive information on a company’s product development, public communication, and evolving brand focus.

Built for REAL-TIME updates and insights so you know what your competitors are thinking – right now.
Get deep analysis of what the most monetizable topics are for your brand with Brand Wisdom.

It’s a better approach to market planning. At its core, Brand Wisdom AI analyzes brand, industry, trade, competitive content and keyword data identifying the most relevant and monetizable topic – with audiences clustered around them. Topic data is visualized through the Brand Wisdom Platform to display the brand’s best “macro topics” along with “micro topics” best suited to drive engagement.

How does Brand Wisdom work? Watch this short video.

Understanding what your customers love
 creates meaningful intent-driven customer engagement. Brand Wisdom is an evidence-based approach to content planning that delivers real insights.