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If TV is dead, why are so many people watching it?

Sep 21, 2015

After watching the Emmys, we couldn’t help but think about how TV is supposed to be dead by now. But instead, it’s just growing more heads.

According to Nielson the average person in America watches just under five-hours of TV a day. That number has been pretty consistant hovering around the five-hour mark for the past few years. But here’s the thing: Nielsen only tracks live TV viewing, or traditional TV. When you add time spent watching streaming content like Netflix, Hulu, Amazon, Vudu plus online viewing and app viewing it’s pretty clear that TV video consumption overall is growing like crazy. Throw in the constant mobile viewing and TV is not only alive and well, it’s sorta out of control.

While traditional broadcast TV numbers for 18 – 24 year olds have declined, those eyeballs are simply moving to streaming TV, online programing or delayed viewing. Plus binge viewing has also shifted the paradigm and opened up a whole new world of TV opportunity for viewers and advertisers.

Is there actually too much good TV?

As the Emmys showed, there is more great programming to watch on more platforms than ever before. According to industry insiders there are roughly twice as many shows as there was just five years ago. And more shows means more advertising potential and more eyeballs. Of course, it makes it harder to decide where to put your dollars: network, cable, streaming, online, long content video, hell, create your own content. But you have to be part of some kind of TV to get in front of the growing numbers watching stuff.

Still not convinced? Just ask the next president.

As the Presidential race heats up, follow the money to TV. The Wall Street Journal points out the continued millions being spent on TV along with the digital and social programs the candidates need to get their messages out. The presidential purchase funnel, sadly, is not a whole lot different than your box of breakfast cereal.

What does it all mean?

Advertisers need to make sure TV is part of the mix, somehow. It may not appear where it did ten years ago and it may not be a simple :30 or :60 second spot that runs on a network or cable buy. But you have to plan for TV/video content to run around all the amazing programs that are out there.

 

A few thoughts on the Small Agency Awards.

Aug 9, 2015

Division of Labor was recently recognized as the best small agency in the country under 10 employees. This is the second time in four years that we’ve been honored by Ad Age at the Small Agency Awards and for that, we’re truly thankful and humbled.

Three thoughts on the Small Agency Awards:

1) Award shows make you jealous and proud. The two go together. No matter how much you pat yourself on the back for all the great work you’ve done for your clients, you can’t help but look around at other agencies and think, “Damn, I wish I did that.” So while it feels good to win, you end up coming back to the office with a lot more work to do.

2) Innovation is not the goal. It’s the standard. There’s always one client and one agency that does something or uses something that no one else has used before. But the second a new technology is out there, it becomes standard. Name your buzzword, everyone’s doing it and using it. Technology is not the silver bullet. You still have to come up with good ideas and interesting insights every day.

3) You’re only as good as the work you actually do. There are a lot of really talented people out there. But when your work is judged on how successful it was for your clients, that changes things. Doing work someone will actually embrace and put their hard earned money behind is a much harder task. And in the end, the work is only great if your client says it is.

Thanks to our clients for putting their hard earned money behind our work and thanks to Dan Wheaton and Ad Age for putting on a great event and pushing all of us.

http://adage.com/article/special-report-natpe-2008/small-agency-year-1-10-employees-gold-dol/299780/

 

What to do when your clients are funnier than you are.

Aug 6, 2015

 

TBS asked us to help them launch a new sitcom called Clipped. It stars George Wendt, Ashley Tisdale, Lauren Lapkus and a bunch of other really funny actors. The show takes place in a Boston barber shop, so the first thing we suggested they do was a commercial for the barbershop that runs only in Boston. Nothing about the show, just a local cable spot starring the cast. They loved the idea and we went down to the set in Burbank to shoot.

The show was created by the guys who did Will and Grace, Max Mutchnick and David Kohan, so they’re pretty funny. And it’s being directed by James Widdoes, otherwise known as Hoover from Animal House. So there you go. Pretty damn funny.

Needless to say it was a hysterical shoot and a seamless collaboration. In the end, we created great work together and they made it better every step of the way. Not often you can say that. Check out the whole campaign here. And check out Clipped on TBS, Tuesdays at 10/9c.

 

 

New Digital Magazine. New Client.

Jul 6, 2015

Walk into the office of Ozy Media and you get a sense of what the new media landscape looks like. It runs less like a traditional newsroom and more like, well, what it is, a Silicon Valley startup. Ozy is founded by former MSNBC news anchor Carlos Watson. And it’s backed by Laurene Powell Jobs and other investors.

So what is Ozy? It’s a digital magazine that delivers stories you won’t find anywhere else, along with the ten stories of the day everyone should know about. And they introduce readers to people and ideas that no one else is talking about. Yet.

Carlos dubs the Ozy audience as the Change Generation; people who not only embrace what’s new and next, they crave it. And they have no problem consuming the day’s news right from their inbox every morning while waiting in line at Starbucks.

But it’s a crowded world of new media with HuffPo, Buzzfeed, Vox and Vice to name a few. So to help carve out a niche for them, we launched Ozy’s first advertising campaign on the New York Times, Daily Beast, Slate, The Guardian, The New Yorker Magazine and host of other digital media sites.

The campaign launches the tagline Welcome to the New News and is a combination of video, print, digital placements and rich media content promoting individual stories from Ozy. Check out the campaign here. Read what AdAge said here. And check out Ozy.com for yourself.

Stock Footage Will Never Die

Apr 6, 2015

Advertising keeps evolving. TV kills the radio, the internet kills TV, the iPad kills the newspaper, social kills DM, and on and on. But one iconic part of advertising hasn’t changed much over the years; stock photography. In all its staged, stilted glory, stock photography has remained steadfast. Save for the shift from horrifically posed black and white to horrifically posed color, the general look and feel has remained, by and large, the same.

But when the job search website Simply Hired needed a new campaign, good old stock photography was ready to command a starring role.

Unlike their competitors, Simply Hired doesn’t focus on the sheer number of jobs that might be available at any one time. They want to help people find the one job they’ll actually love.

So we combed the stock libraries. And it wasn’t hard to find what we were looking for; actors loving their jobs, or, at least, pretending to. The whole campaign is made up of stock footage of office workers high-fiving and dancing in their cubicles and smiling the smiles of bullshitting actors who are playing the whole scene way too big.

“Love your job as much actors in stock photos pretend to love theirs” says the line at the end of the video.

The campaign consists of video, digital, social and print executions all under the campaign premise that encourages people to “Love what you do.”

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Who We Are

Division of Labor is an advertising agency that crafts strategies and ideas that make brands matter.

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328 Pine St
Sausalito, CA 94965

415-944-8185
info@divisionoflabor.com

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Laura McAllister Davis
415.944.8185
laura@divisionoflabor.com

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