Digital Misfitz and Digital Landscapes

March 2nd, and Digital Misfitz had their latest event in space@rothco. A very full room of (mostly young) advertisingy types to hear about digitality from the marketing/media perspective. In their own words, 'Digital Misfitz brings together artists, creative minds and industry specialists through events on topics surrounding digital technology specifically in relation to advertising.'

Declan Kennedy from Facebook app developers Betapond did the sales bit for the new Big Blue, Mark Little did the 'the world is changing faster than my presentation' bit and Suzanne Fitzgerald very ably pulled the entire thing together, with sponsors and helpers from advertisingland, including Smirnoff, who obviously had alco-response wifi receptors built into the skulls of the student hordes from DCU and DIT. 
Interesting to see the coalescence of disciplines around low-key but well
managed events like this. Great attendance, very relaxed and people do seem to be putting ideas into their own heads about taking a very malleable medium and shaping it to find new ways of communicating.
On the Digital Misfitz fanpage you'll find the entire evening's content (minus the alcohol. Pesky students.) I'd post some of the video here but Facebook doesn't do house calls. You must become a fan of.

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At the five-course end of the spectrum, the students from the Smurfit Business School were only sipping orange juice at 7.40 am (AM!!) in UCD for the half day conference on how to apply the web to your business. The panels were top-tier stuff and the chair, Professor Damien McLoughlin, terrified the assembled audience of business types by telling them with great frequency that they should be terrified. If you wanted a complete overview of how Ireland must work as part of a world economy and concentrate on quality, not 'the biggest' anything, the speakers here were the people to be listening to.

The round-up included Chris Horn, Google's John Herlihy, Colm Long of Facebook, HP's MD Martin Murphy, Kim Majerus of Cisco, Eamonn Fallon, co-founder of Daft.ie, Damien Mulley, Dylan Collins of Jolt Online Gaming and boards.ie co-founder John Breslin. It was a wide-angled presentation, but a quick look at the Tweets from the morning has some terrific bite-sized zingers from the speakers.

More:
What Mashable reported from John Herlihy's speech on the importance of mobiles here.
The big brain end of things here. Chris Horn on the similarities of feedback loops, positive and neg, for engineers or businesses.

Who is Ireland's largest advertising agency?

Have a guess. Is it McConnells? McCann Erickson? IIBBDO? QMP? DDFH&B? Pretty big hitters all, representing some heavyweight (what my old boss Frank Young in Wilson Hartnell used to lovingly call) Blue Chip clients. I guess the colour refers to Vegas more than the Embassy Grill.

Anyway, I'm not sure how the billings stack up. I could probably do a graph or something, look up the IAPI website. But I can't be arsed and it's after one in the morning. Ultimately you know it's going home to one of the many heads of Medusa, innit. Interpublic, Havas, WPP, Omnicom and Publicis have, between them, Irish advertising by the curlies.

Speaking of the IAPI website, I see that there are fifty eight member companies on the list. Impressive. Ireland's biggest media specialist is bound to be in there somewhere, right?

Anyway on an entirely unrelated topic, I read an interview in siliconerepublic.com with John Herlihy, Google's European Director of online sales and operations, and he has this to say in ironically a not-very-coded way to advertisers.

I believe many Irish companies are missing a trick, and there is a big opportunity for businesses to go out and capitalise on the shift of consumers to the online arena. Research shows people are becoming increasingly value-conscious as a result of the credit crunch, and are choosing to go online to both inform their purchasing decisions and to look for the best value available. If you don’t have an online presence, then you’re losing business.

I don't think that ad agencies should feel concerned by this. Akin to Spinal Tap's smaller stadia final tour, the audience is simply becoming more selective.

It's also probably entirely irrelevant, but that same Google just posted some juicy figures for the final three months of 2008. Read these while bearing in mind that in its biggest market, the US, Google has a healthy but not exactly knicker-bursting 35% of the search market. Here in vanishingcubland it's got about roughly in or around oh I dunno say 100% of that same market. So do the sums accordingly. Stats from the Beeb.

• Net profits of $204.1m (€147m) in the three months to 31 December.
• This compares to the $27.3m profits the company made a year earlier.
• Total fourth quarter turnover jumped to $1.03bn from $512.2m.

I'm just saying. It's not really relevant anyway, cos Google's not an ad agency. They just find stuff for you and do a kinda fun themed logo every so often on their search page, right? If they were an ad agency they'd probably be more into Powerpoint and they'd definitely be members of IAPI. I just wonder how they make that pot of cash in this climate just from being friendly and not evil and über-helpful when we're searching for shit. But they're absolutely, definitively, categorically not an agency.

Meanwhile, I read today in the Business Post that we're facing tough times, but media executives are upbeat. So that's all pretty jolly. Ed McDonald, Chief executive of the Association of Advertisers in Ireland, says that

In tighter economic conditions, it is vital that businesses look on their marketing and advertising spend as an investment rather than as a cost. Sure, it’s a cost, but it is more importantly an investment as essential as any R&D investment or capital equipment purchase or property lease.

I'd agree with all that, Ed, but I'd sure hope for agencies' sakes that clients don't start looking at remarkably accountable alternatives to the tried and trusted agency setup.

Dermot Hanrahan meanwhile, a long-time mover in broadcast and online circles, is staking it less on trad media and more on what's been working well for him up to now.

‘‘Online is still the fastest growing medium and it will continue to grow strongly. It... has gone from being an optional extra to being the medium which will eventually matter most. Marketeers who don’t use it are becoming rare, and are usually confined to decision makers above a certain age. Growth forecast for 2009 range from 15 per cent to 20 per cent, despite recession.

‘‘The medium is the most accountable, measurable and increasingly innovative as we see the decline of old banner ads and the growth of newer, more engaging, video-led ad formats. Again, the lower cost of entry in online advertising positions it better than most for the year ahead.”

Interesting bit about the decline of banner ads. I wonder if he's punting virals as newer and more engaging?

Happy Monday, Adland Ireland.