Dentsu Scenario Confounds

By Matt Van Hoven 

Interesting points about full service work are coming out of the Dentsu conversation I’m having in my head. A friend tells me the position has been filled, and it’s actually an ACD gig. More about that here . That’s because Lawrence Orleck was picked up a few months ago. He worked on the Canon HD Campaign you’ve no doubt seen by now. An excerpt from Marketing Daily can be found after the jump. Keep scrolling.

I remember speaking with Mike Lebowitz of Big Spaceship, and him saying the full service idea doesn’t work like it used to. Even in digital, one stop is a dead horse.

More after the jump.

So with Dentsu (and others) making a jump into the field, is it because they feel obligated to keep up with the kiddies? Any of you that have tweens and teens in your life know you are hopelessly behind
their abilities to utilize the Web. Do big traditional shops feel the same way about their smaller, nimbler competitors?

Of course they do. Success and stability of death star measure requires methodology that breeds large billings, and non-stop production when things slow down. Big shops feed on retainers.

Reminds me of something a colleague once told me.

True artists rarely settle for full-time jobs. They work job to job, never doing the same thing twice, in a loft somewhere.

Here’s what I promised earlier.
From Marketing Daily:

Lawrence Orleck, interactive creative director at Dentsu America, says the ads position Canon as the company behind the technology. “The print campaign talks about this tiny technology called flash memory cards and the amazing life stories consumers can store on them,” he says. “The flash memory card in the camera is so small, but the memory of the experience with the child, the dog and the ice cream cone is larger than life.”

Orleck, who came to Dentsu America from management consulting firm Digitas, has a mission to create more ways for consumers to interact with brands through conversation marketing that creates dialog with consumers.

“The most effective way to engage consumers is to give them a voice,” he says. “Consumers want to know how they can get involved, what can they upload, and how will their opinion be heard. We’re starting to get there.”