Al Moffatt Worldwide Partners Inc.

President/CEO of Worldwide Partners, the world’s largest network of owner/operated ad agencies and the 9th largest full-service agency network overall.

Ad Speak Translator

To help get 2013 off to a roaring start, what better way than to translate the ad speak of today versus, say, 1993 just to show how far (or not) we’ve come. Or this is what happens when you’ve actually been ‘in the business’ for 30 years. Here are just a few examples. Feel free to add your own, of course. Read more on Ad Speak Translator…

Read more on Ad Speak Translator…

2013 Outlook for Indie Agencies

What a difference a few years make. No longer is widespread, global economic growth the norm.  The Global Village has now solidly become a patchwork quilt of Local Hamlets.  Thus, companies are scanning the globe for pockets of opportunity, such as parts of Asia (namely China, Indonesia, India, and, yes, even Myanmar), parts of Latin America (Brazil, Colombia, Mexico and Peru), and Africa. No longer can global companies allow once-strong markets to carry the weaker markets. As such, multinational companies are and will increasingly be pulling back from mature markets and increasingly prospect for gold in emerging markets for growth. As a result, there are two general areas of opportunities for aggressive, independent agencies: 1) work with multinational, global companies to help them seek out the pockets of gold in the emerging markets in creative, cost-efficient ways, and 2) sniff out the local and regional entrepreneurial companies in the mature markets as they seek to gain a toehold as the multinationals scale back.
With this, branding will take on an increasingly local/regional appeal in order to capture the hearts and minds of local-market consumers. Progressive, independent agencies have a unique advantage because they know and understand their local markets, and thus can make the most of a client’s budget – be it multinationals trying to acquire customers and revenue in emerging markets, or start-ups attempting to capture market share in mature  markets. But with an increasingly cautious client base, independent agencies will need to have the reach, resources and horsepower to not just get new clients, but to also retain them, while maintaining their inherent passion, flexibility, creativity and collaborative spirit. Think of a colony of highly focused, well-coordinated, never-say-die ants that can each carry 50 times their own weight.  That’s what clients will need in 2013.

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Scanning Technology Comes to Clothes Marketing

We’ve all had the pleasure of submitting to a full-body scan before you can board a plane with one of those full-body scanners.  But now, that scanning technology looks like it will actually be put to a friendly rather than a fearful use – at least for most.

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The Olympics – Ad Guy or Consumer

As a consumer, try as I might, I just get too excited about this year’s Summer Olympics, other than the fact that I’m insanely jealous that the cyclists are averaging about 50km/hour!

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Smartphone as Storefront Changes Everything

Look no further than what is happening to big-box retailers, such as Best Buy, Blockbuster and even Target and Wal-Mart, to understand how buying products with a smartphone is quickly changing everything from local governments to ad agencies. In short, big-box retailers are hurting if not dying outright. Consumers can get game systems, computers, mobile phones, TVs, audio equipment, books, movies, even dishwashers and refrigerators cheaper on-line as compared to traditional retail stores. For instance, the same 48-inch, big-screen plasma TV at Best Buy, Target or Wal-Mart is 1-2% cheaper on their own on-line site than at their brick and mortar outlet, not to mention how much cheaper the same TV is at dedicated on-line retailers like Amazon. Read more on Smartphone as Storefront Changes Everything…

Deflation, Agency Margins and the Way Out

Cultures vary from country to country.  Business practices vary from country to country.  And even agency compensation plans vary from country to country. But the one thing advertising agencies worldwide now have in common, regardless of language and how they’re paid, is that profit margins for most agencies just plain suck. Why is this?

Most economists and pundits see inflation on the horizon; we see deflation. Deflation can basically be described as the economic point whereby you almost can’t give stuff away because consumers become increasingly shy to buy anything so businesses keep lowering and lowering prices in order to try to get consumers to buy. Read more on Deflation, Agency Margins and the Way Out…

Why the Chinese are kicking everyone’s butts

Is it us, or is it them? Why the Chinese have the golden touch in everything from education to marketing.