Advertising and marketing have taken new directions with the recent integration of social media and consumer advocacy. Agencies have been forced to rethink their ideas and strategies to reach their consumers. One such agency, 22squared, has done just that with the help of its SVP Director of Brand Marketing, Brandon Murphy.
I had the opportunity to catch Mr. Murphy on the phone this past Friday and ask him about the company’s model, The Friendship Model: How to Build Brand Advocacy in a Consumer-Driven World.
“I think that basically it’s an approach for brands to build advocacy. When we first introduced this thing, it was mostly an internal thing, and actually still is. In essence it was an internal way to focus the agency on what marketing was about today, what a person does to make and maintain a friendship, earn enough respect, and I guess enough attractiveness for a consumer to advocate for them like a friend would advocate for a friend,” Murphy said.
Murphy says one of the hardest questions companies face when creating campaigns is the question, “How do we build advocacy?”
“A lot of times it comes down to not what you say but what you do,” he said. “How can we get the customer to interact with us. Your next customer could turn into your next 10 customers. It’s a pretty simple idea.”
Griffin Farley, senior brand planner from 22squared, has a great saying for this: “Don’t plan for the ones you reach, plan for the ones they reach.”
How can this model help an entire agency? I listed those questions and responses below:
Megan Green: For people now looking for work in progressive ad agencies, why is it important for them to know about advocacy, social media and word of mouth?
Brandon Murphy: The simple reason is because that is how brands are growing now. Brands aren’t growing by increased awareness, they are growing with people talking about them…that’s how people are choosing products and what brand to use.
MG: Media Planners are specialists at reach and frequency. Are those still important skills to know when advocacy is the end goal?
BM: I think there is always going to be a critical mass of people you have to reach to keep your brand afloat. You look at our agency, it’s not like we don’t do media plans, it’s just that we’ve changed how we do our media plans and how we engage the customer. For media planners, the one thing is that it is no longer about buying space and just calculating reach or frequency, it’s about getting opportunities for the customer to talk. Media planning has gotten to get more strategic and inventive to get messages to customers.
MG: When you brief Creative Teams, does the Friendship Model help them get to a better creative deliverable?
BM: The Friendship Model does a few things. First, it gives a sense of direction in work and strategy. We always still do the right things in understanding a customer and how a brand can fit into a customer’s life. The key thing is to think entirely around a problem and all different ways to solve it. Sometimes it’s something really cool or something simple. We’ve looked back and told a client, “it’s not a TV campaign you need, but it’s an associate campaign,” like we told Buffalo Wild Wings and Lincoln Financial. Second, [the model is] something else that makes them work better, it forces you to figure out what the brand’s purpose is. If a brand has a purpose beyond just selling something, as a customer you’re more likely to invest in it.
MG: Has the Friendship Model helped your New Business Team win accounts or peak interest among search consultants? What feedback do you hear from them?
BM: Well the good thing about the Friendship Model is that it really does help filter out clients that are right for you and clients that aren’t right for you. The client typically hates it [the model] or loves it. It’s a nice screener for us and prospective clients. It really puts ourselves out there and we’re really passionate about building advocacy. Also, search consultants really like it. Search consultants are tasked with bringing agencies that bring in business. With this model we can focus on the things that bring in sales. We can tell them how much they can expect to increase sales given an increase in advocacy or reach of other people. That’s really been super attractive to some consultants.
MG: Does the Friendship Model help Account Service strengthen the relationship with the clients? Do clients value the philosophy?
BM: In two ways. One, it’s kind of a gut check for us. The way we act and the people in our agency – it creates a pretty high road for us to walk in terms of being passionate and doing the right thing. You know, it’s interesting if you think about the relationship between friends, it’s not all nicey-nicey and how can I serve you. It’s real. It gives us a nice path to travel on how we build relationships with clients. Two, it most importantly gives our clients something to circle into. Clients always have business goals, but doing it through a filter of building relationships and advocacy gives the client a way to lead that they hadn’t had before. Most of the Friendship Model is based on what we currently do for our clients. It feeds the development on how to win over customers and act differently than other brands, like Publix Super Markets, Inc.
MG: Finally, as Director of Brand Planning, what skills do you look for when you hire Account Planners that want to work for 22squared?
BM: Planners have to be insatiably curious and really, really good at writing and getting ideas across to people. Those two things are core building blocks for planners. Something else we look at is planners who are always able to take a different look at things than most people. Whenever I hire a planner, I make sure they are not only smart, but smart strategically and creatively. Our planners are much more active in participating in the creative. We look for planners that understand how to engage a customer and not just about bringing a message but about where we engage, how we engage, and the content and value of the brand. Planners are provocateurs by nature. At least we want them to be. We want them to cause people to look at things differently. They need to be the glue that holds people together.
Want more information on The Friendship Model and what it means? Check out this video that 22squared put together, “I Love Blank”, or Brandon’s white papers.
Megan Green is an advertising and marketing professional published on PR News Wire, as well as many other outlets. She specializes in social media and is currently looking for a full-time advertising position. Contact her on LinkedIn, Facebook, Twitter, or at megankategreen@gmail.com.
After Cannes and all the recognition many commercials and agencies have received, I feel it’s only fair to nominate five commercials that are on the other side of the spectrum. Usually, I like to write about advertising commercials or campaigns that are noteworthy, but lately, there seems to be a lack of stellar campaigns (besides the few I’ve outlined in past postings and, of course, at Cannes).
