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Around the Blogosphere: Communication through blogs

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Stanley Johnson runs a creative consultancy in Melbourne helping clients and agencies take advantage of the opportunities presented by new and emerging media.

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Stanley Johnson explores the use of blogs as a legitimate vessel of communication in marketing

For all their talk about the merits of digital as a communications channel, very few advertising agencies have actually taken the step of setting up their own blog – which is probably not surprising given the cut-throat nature of new business and agency client relationships.

A great example of an agency blog is the wonderful Welcome to Optimism, by Wieden + Kennedy, London. W+K is regarded as one of London’s most progressive agencies and its work for Honda such as Cog and The Impossible Dream appears regularly on our TV screens here in Australia.

There are very few secrets at W+K London; at least it seems that way if you’re a regular reader of the company’s blog. They post about almost everything, from their ever-smiling new receptionist to the accounts they’re pitching for.

Of course not everyone is happy about this openness, and there was a lot of talk in the advertising trade press recently, after the agency blogged about its involvement with the global Nokia pitch.

It posted several photos taken at the pitch briefing at Nokia HQ in Finland on its blog in a piece it called ‘Visit to Nokialand’. As well as the W+K staffers involved in the pitch, key people from competing agencies were also featured in the snapshots.

When quizzed on the matter, W+K MD Neil Christie said, “I hope we haven't breached any confidentiality agreements.” He then cheekily added, “Not every client likes you using your camera phone in meetings, but that isn't an issue for Nokia.”

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