Adam Vincenzini's Share-house

As a general rule, I don't like to pass judgement on the performance of people in the media industry.

How on earth can I?

I have no idea what pressures other people are under or what their mandates involve.

Additionally, there is always more to every story than what is captured in writing (and made public) - directly or indirectly.

So, when journalists / bloggers call out the actions of PR people I get incredibly worked up.

In no way, shape or form am I defending PRs unconditiionally - in fact, the behaviour that gets highlighted is usually very disturbing - and, it paints the industry in a very poor light.

But (and you know there is a 'but' coming), calling out PRs doesn't achieve anything.

All it does is make the good majority nervous as hell the next time they try and engage with a journalist.

I have no idea why these squabbles can't be handled privately...no matter how poorly the approach has been executed.

Frustratingly, there is no single solution.

PRs need journalists. 

Journalists need PRs.

And both camps are human.

Instead of exacerbating the problem (which is all a public call out actually achieves), I can only urge both camps to think about the jobs each one is asked to perform - our goals might be very different but we're both playing the same sport.

Play nicely, or don't play at all...and think about the example you are setting to the people who aspire to be in your position one day.

A large chunk of the marketing community has spent this week talking about PhD's 'We are the future' video - a two minute film featuring teenagers talking about how they'll be marketed to in the future.

While a lot of talk has been about the content of the video (and the rationale behind it), it is something else that has stood out for me - industry cynicism is at an all-time high.

Perhaps the level of cynicism has always been high, but the ability to voice your opinions and be heard is like nothing we've ever experienced before.

This is fundamentally changing the way agencies approach their own marketing...or at least it should.

Proof points and priorities

More than ever before, proof is the single most valuable currency in the marketing industry.

But, in order to have the proof, you need the opportunity, and creating new opportunities is a challenge for even the brightest brains in the game.

So what do you do then?

Do you attempt to depict your thought-leadership via an insights video a la PhD?

My boss and best mate John Rivett is one of the most experienced consumer brand consultants going around, but keeps a low profile because his priority is for his clients to be known, not himself.

His credo is: Do great client work, make them happy and if they want to be your advocates, so be it.

He's absolutely right, too.

Proving a point?

Proof is never gimmicky, it is earned.

Proof is often not fit for public consumption (live with it).

Proof is best proved when you're not going out of your way to prove it.

What do you think?

Is proof the most valuable currency in marketing?

Adam