vSente is a marketing consultancy. We help challenger enterprises wage and win battles for market shares.
Disciplines - Advertising | Marketing | Sales
Competency - Challenge | Defend
Deliverable - Profitable Market Share
Audience - CEO's | Marketing | Sales
Scale - Small | Medium-sized Enterprise
Services - Campaigns | Workshops
Location - San Francisco | London
SIGN-UP FOR VSENTE'S CAMPAIGNER LIST
Join vSente's Campaigner list and get a free download of vSente's Campaign Planner.
This is the generic version of the planner we use for our workshops and campaigns. The planner is in Excel format and includes the campaign worksheet and one-page plan of campaign. Enter your name and email address to join and receive your planner.
If you're responsible for sales or marketing in a small or medium-sized enterprise, then I'd like to invite you to join vSente's Campaigner list. This list is composed of marketers interested in learning more about accountable and effective marketing campaigning techniques.
Weekly we send via plain text email a short description of a competitive marketing tool or technique along with a link to a resource you can download and use. These resources come from vSente's Armory and consist of wizards, manuals, white papers, planners all focused on helping marketing managers battle larger competitors.
The content and resources are free to members of the campaigner list. But should you find yourself engaged in a tough battle for market share against a larger competitor then you will likely gain value from paying for a monthly subscription to vSente's Armory, booking our two-day workshop or engaging us to help with your campaign.
This community is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the list for you. On the other hand if you're interested in exploring the underlying dynamics of competitive advantage, then the topics discussed on this list will be of help.
Submit your name and email address above and the link for the planner will be sent immediately to the email address you used to sign up. Then look for a plain text email from vSente weekly.
Nobody Ever Did a Good Ad Writing to a Strategy?
Do not hire any grads of Virginia Commonwealth University's graduate program in advertising. At least don't if you want to increase market share or operating margins. On the other hand if you want to win a ton of creative awards, be an artiste and hang with really cool folks then go ahead and hire 'em.
Mark Fenske currently teaches in the graduate program in advertising at Virginia Commonwealth University and he has a fascinating take on the creative process and what it takes to make great ads. Mark is also a highly celebrated Madison Avenue creative director. He does voice overs - his droll, Midwestern twang has generated a lot of work and copycats. You currently hear him on Cheezit spots... Cheezit - get your own box. And Mark even won an MTV video award in the mid-nineties for directing Van Halens music video Right Now.
I recently came across a podcast of an interview done with Mark by two copywriters at Sullivan, Higdon and Sink. Mark was describing some of the "truths" he teaches his students including this little gem:
He also has several other truths/rules including "never take the company tour" and "nobody ever created a good ad writing to a strategy". Mark's point seems to be that all this business shit gets in the way of the creative process. So just don't listen. Block it out.
I don't get this. I never will get this. I am proud of the fact I don't get it. Look, advertising is not art. Advertising is weaponry in a battle for market share. If creativity helps me gain more share fine. If not then it is wasted sword motion. If you want to create art, if you want to be an artiste then get out of advertising and go be an artist. Write a screenplay, write a novel, go make another award winning music video but get the fuck out of advertising. God forbid if you work for me and try to create an ad without the strategy.
I have one question for Mr. Fenske... did you ever learn how to hit the curve ball?
UPDATE: 12.15.05: MARK FENSKE TO WIEDEN: HAS MARY MINNICK READ THE 14 ANTI-LAWS OF ADVERTISING?
AdWeek via Yahoo via Adpulp has the full story on Fenske's return to Wieden. I found this exchange between Wieden and Fenske interesting:
Mark Fenske is returning to Wieden to work on the recently awarded Coke account. Mary Minnick, Coke's new marketing guru is the latest in a long line of Coke marketers to try to move the needle. George Parker has his typically hysterical view on the account move here.
I have several predictions: First, Mark will craft ads that will be creatively brilliant and will win at least two Lions at the '07 Cannes. Second, Weiden will siphon huge amounts of cash from Coke shareholders over the next 12 months. Third, Coke's market share erosion will accelerate as will their year over year marketing spend. Fourth, Minnick will depart Coke for personal reasons and then write a book about branding. Mark Fenske will write the forward to Minnick's book. Do you think anybody on Coke's board of directors has read Fenske's 14 anti-laws of advertising?
UPDATE: 01.15.07 - A little more than a year ago I predicted Mary Minnick's departure from Coke. Her departure was announced today. I also made some predictions about her next move, Mark Fenske's creativity and Coke's market share and spend.
UPDATE: 01.31.07: Mark Fenske announces his departure from Wieden & Kennedy according to Adweek:
More on Mark Fenske here.Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competitors.