Sep 16, 2007

Sometimes It Really Doesn't Matter What They're Saying About You

Many tears have been shed in the geekosphere about a column/blog entry written by Ad Age's Jonah Bloom about 2.0 guru Joseph Jaffe, wherein Bloom basically calls Jaffe the world's most effective practitioner of doublespeak.

Now given that the occasion for Jaffe's admittedly buzzword-stuffed post was the departure of three of his not-an-agency's top brass (the CEO, the Creative Director and someone else) the fact that Bloom, one of Ad Age's top columnists, was even writing about him is pretty impressive.

Call it succeeding by wildly failing (Jaffe's Second Life misadventures were the subject of a particularly nasty piece in Wired called "How Madison Avenue Is Wasting Millions In A Deserted Second Life.") but his not-an-agency Crayon is top of a lot of people's minds these days.

And that can't be a bad thing, despite the fact that his supporters are all up in arms about Bloom's "schoolyard bully tactics" (for real.) Truth is, all that press-- good, bad or otherwise-- has put him top of mind for a lot of pre-2.0 marketing and advertising people. None of whom actually know anyone in the 2.0 space, so by default, he's become their man, the name they can drop to show just how au courant they really are.

I mean just last week the Wall Street Journal did a story on the shortcomings of Agency.com and mentioned that among other shortcomings, Agency.com was the old new thing and that shops like Crayon were the new new thing.

So if I were you Joe, I'd be grinning real wide right about now. When a guy like Bloom calls you out, all it does is give you visibility, credibility and above all, legitimacy. You're now worthy of AdAge's anger and you're obviously on their radar. That' something thousands of small start-up agencies would pay big money for.

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