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About Us:

bob wolf partners/TPG is one of the premier U.S. agency search consultancies advising in all matters that optimize the client-agency relationship…performance audits, organization alignment, compensation, integration, in-house agency formation, “marriage” counseling, etc. Since co-founding the firm in 1996, we’ve also managed full-service, creative, social, digital, media, PR and direct response reviews for many Fortune 1000 companies. We are unique in our field as Clients value the insights and perspective we bring having been C-level leaders of advertising agencies, clients and consultancies.

We help marketers navigate the intersection of marketing, advertising, media, public relations, social content, technology and finance. We live in the space between building a brand and generating retail sales. With offices in Los Angeles and New York, we have extensive experience with over 100 clients in 14 different industries and work with hundreds of best-in-class agencies throughout the U.S.

Contemporary Social Content vs. Traditional Advertising

Past experience would have us believe that an advertising campaign should approach perfection to be successful…the superior brand brief, promise and positioning (with great creative/production) results in the most effective messaging aimed at the right audience leading to enhanced brand image/awareness, increased sales and improved market share. Production costs routinely exceeded seven figures for a campaign of 2-3 :30 spots.This worked well when TV dominated with three networks, their local affiliate system plus independent stations. Heavy reach & frequency programs, with multi-million dollar media buys, interrupted the consumer…usually with favorable results.

As the industry became more fragmented with digital, social, public relations and experiential messaging channels…coupled with how technology influenced younger consumers, advertising that interrupted consumers evolved to involve consumers with more storytelling and two-way engagement. Rather than seeking the perfectly crafted message/ad on TV, and with the added dimension of multiple-screens, it now appears that the unpredictability of a story’s ending makes a conversation memorable and, hopefully, more meaningful. The marketer’s job, tapping into this consumer culture, is to find beauty and truth found in the imperfect customer journey/ moments/ experiences. And, so, a short, creatively well-told story that surprises and delights gives credence to the popularity/effectiveness of platforms such as You-Tube, Snapchat, Twitter, Instagram, Facebook and so forth. Oh, and production costs are often 1/10 of what they were 20 years ago…particularly as less slick video is often more “authentic.”

Past (and to some degree, current) advertising executions have inadvertently helped to reinforce the unattainable ideal of perfection by often focusing on facts or unattainable locations/scenes over emotional reality. Consumers may not realize that many of the images they see online are actually produced during styled shoots or manufactured in fake settings. While some of these images may be inspirational, they often end up creating an unrealistic expectation of what can be achieved during the compressed reality of a :30 second TV spot. What if typical ads or TV commercials weren’t only meant to depict dreamy romance, but instead, chronicle a full range of real-world emotions?

With social, marketers and their agencies have the ability to reveal what it feels like to be in the moment of product purchase or usage…the joy, the comedy and the tension…the experience. They have the power to bring the consumer back or forward to the moment by showing an uncontrived version of events/usage. Today, the best social marketing (whether it’s 2 minutes or 7 seconds) touches us deeply…so much that we want to share and celebrate it…a common quality of successful viral content.

Nuances of Marketing Integration

The concept of all marcom integration goes back to the “Whole Egg” concept developed at Y&R in the 70’s. In short, all elements including branding, advertising, PR, digital, promotion, in-store, social, direct response, experiential and so forth all work together to achieve a unique, memorable and favorable image…increased sales/share for the Client brand. Unfortunately, most large agencies were developed around more profitable large creative advertising campaigns. And while large agency holding companies added dozens of specialty agencies, turf issues and competition for share of budget prevent most of these niche players from playing well together. There were a few small-medium sized agencies who staff/organize well for integration…and the occasional AOR that manages multiple elements well. But all in all, budgets and competition being what they are, it falls upon the Client to manage integration effectively.

Nevertheless, there are many obstacles to effective marketing integration even when the Client manages this process. First, there’s the in-house agency some Clients set up which often lacks superior creative talent, but somehow keeps inserting itself (or being inserted) into many projects. Then, often, there are various departments and/or brand teams competing for budget and control of a given initiative, or the top-down authority, bosses in corner offices, power bases and conflicts of interest…all getting in the way of doing great work on a given brand’s behalf. What’s critical, but difficult to pull off, are “circles”/teams of independent experts from different disciplines working synergistically on the brand’s goals. All that’s needed are excellent systems, independence, feedback mechanisms, quality control and best practice management providing the right environment! Easy, right?

Before You Call For An Agency Review

There are many pieces of advice I might offer to the prospective marketer considering an agency review. Having the perspective of having been an Agency CEO, Client CMO and CEO of a leading U.S. consulting firm, I’ve been through over 100 different reviews and have observed/faced countless problems and opportunities. That said, my one piece of advice that follows may only be worth what you’re paying for it…ha!

Too many reviews seem to be initiated due to management changes, KPI’s not meeting expectations and/or a lack of scrutiny as to what Client issues may have resulted to poor advertising/marcom campaign results. Before a review decision is made, I would suggest a careful 360 performance review of both Agency (incumbent) and Client teams to see if the key elements of the relationship…culture, lines of communication, values, insights/ creativity, briefing/feedback, account service, expectations and personnel “fit” are optimized against brand goals. This kind of initial Client/Agency performance audit may lay the groundwork for improved future results with the incumbent agency …or, at the very least, provide the foundation for a new review and a successful long-term relationship with the winning agency. The Performance Audit also is useful as the basis for agency compensation negotiation/renegotiation. As you might expect, self-serving as it may seem, this kind of 360-Performance Audit is best conducted with the assistance of an outside consultant to ensure objectivity and ease in handling any delicate personnel/turf issues.

Some Industry Reflections

Going out to the movies – Cable, Netflix, Roku, Apple TV and large home screen/sound systems from Samsung, Sony, LG and others are resulting in many consumers shunning the movie-theatre, the expensive restaurant and the infatuation with nightlife. Streaming and high movie ticket prices fuel “stay-at-home” market growth while companies such as AMC, IMAX, iPic and mall developers are trying to fight back with in-theater dining, pre/post theatre pubs, anything to enhance the consumer entertainment experience out-of-home.

The slow demise of retail stores – one walk down Madison Avenue, 5th Avenue, or Rodeo Drive will reveal that while restaurants are full, stores are not. Pre-X-mas sales of up to 60% off are regularly seen in the best department stores and malls. While general mall traffic/sales declined almost 9% from 2016, some specialized malls such as the Grove in LA that offer “shared holiday experiences” that offset the general market’s decline. Nevertheless, retail outlets are suffering despite the US economy doing relatively well… Macy’s, Payless, the Gap have shuttered hundreds of stores. Oh, and of course, did I mention the growth of Amazon and e-commerce as major reasons for cannibalizing brick & mortar/mall retail business?

The future of consumer products (e.g. CPG) – new digital technologies have transformed the way consumers live-from how and where they get their food to how they stock their homes with cleaning, beauty, and personal-care products. Add to that an information overload that has made consumers avoid the traditional 30-second spot and a love-hate relationship with retailers…all resulting in a perfect recipe for category disruption (e.g. one example is Amazon’s new promotional/ad push to sell sponsorships tied it’s home AI vehicle, Alexa. Another example has Kellogg opening a new store in NYC that it hopes will spark a new hangout for young people where they can get a bowl of Froot Loops, meet-up, work on their computer…all for $7.50 per bowl). As the pillars that support the industry continue to erode, CPG companies are rethinking their business models, in some instances transforming their entire product portfolios, strategies for distribution, and marketing channels in order to engage consumers at the right moment. Consumers, increasingly looking for the most convenient, time-saving way to do everything, continue to choose those brands that fit seamlessly into their lives. As such, the future success of CPG companies will depend on their willingness to embrace new data and channels at every step of the customer journey.

The future of automotive repair – the internal combustion engine is in danger as the coming wave of electric vehicles quickly approaches. Auto repair retailers, manufacturers and mechanics are nervous about the reduced need of service/parts required as this future tsunami approaches. Volvo, GM, Tesla, Uber are but a few big brands that have embraced electric vehicles that don’t need oil changes, require fewer parts, break down infrequently and so forth. The 160,000 independent auto shops and nearly one million mechanics are right to be concerned.

Our Core Capabilities

* Agency screening, selection, consolidation (brand /general /creative advertising, media/channel management, digital/interactive, direct/CRM, shopper, social/public relations, event/sponsorship, audio/sensory branding…holding company v. independents v. boutiques v. in-house, etc.)

* Reconciling the different expectations by clients and agencies

* Assessing cultural fit between client and agency

* Compensation structuring and negotiation

* Performance audits and evaluation

Our Specialized Expertise

* Integrated marketing communications

* Staff training/ organization planning/alignment

* In-house agency organization/best practices

* Cause marketing/CSR & crisis planning

* Direct/interactive/CRM counsel

* Brand/new product planning

* Audio branding

* Interim CMO or Marcom Officer