As you are all no doubt aware, the Advertising Committee of the ADM has been constructing a list of standards that podcasters and media planners can agree upon, which should further the acceptance of podcasting in the eyes of ad agencies, advertisers, and key executives in the industry. I felt this was a task we could accomplish easily and I began the discussions with the committee with no trepidation. 

Several weeks into the process, back in January, Susan Bratton threw me a curveball that didn’t break and was coming directly for my head: “When you complete the ad standards, they’ll be reviewed by the ADM Board and turned over to an Advertising Counsel for review.”

“Makes sense,” I thought to myself.

Susan continued, “An Advertising Counsel made up of Media people experienced in online advertising, from around the country.”

“Media people?” I relived in my head. “Uh-oh.”

I don’t know how many of you came out of an agency background? I did. I was a creative director and copywriter at Ogilvy & Mather back in the 90’s and I never enjoyed going to see media.

Media didn’t like creative. They could barely stand account service and the AE’s kept them employed. As far as the media department was concerned I was the one always changing things, the one always making things late, or, the media department’s favorite, the one always starting sentences with “And” or “But;” a crime punishable by death according to their 1880’s era Scholastic Grammar Guides. 

Anytime I actually went to visit them, it meant something was really, really bad and I was begging forgiveness. 

At times like these, they were particularly nasty upon my arrival.

“But hello, Mr. Creative Director.”

“And welcome to the Media Department. And what would you like to change and delay?”

Now I was going to face a national panel of Media Planners and Directors. These weren’t just any-old media people, these were confident media people. “And let me assure you, those are the most dangerous kind.”

I began to think about the Advertising Committee Staff. “On whom could I drop this assignment?”

But I’d never get that past Susan, after all, she was still on the phone with me. In fact, as if aware of my panic, Susan apparently attempted to brighten my mood by letting me know I wouldn’t be facing the panel alone, I’d have an intermediary.

Oh goodie, a human shield. “Who?”

“David Herscott, president of MEA Digital,” Susan said

Do I know him? I wondered aloud.

“David is the ad guy that everyone on the executive counsel loves. He ran for your position as Chair of the Ad Committee, that somehow you won.”

And he gets along with all of these media people, does he? I could see the writing on the wall. Soon the Zune™-guy would be my only friend at ADM.

Despite all that, the advertising standards came together in record time. The committee had fabulous email and phone conference sessions. I’ve never seen such a diverse group throw together so many exceptional ideas and have them recognized as exceptional on the spot. The process was so great we had a complete list of standards, including passes at legal jargon a week before the posted deadline. 

I was so proud. Here they all are. Shake their hands if you see them at ad;tech or an ADM get together: David Hamilton, Britney Mason, Murgesh Navar, Frank Neill, Rob Simon, Risto Koski, Jennifer Iannolo, Chef Mark Tafoya, Billy Raymond, and our liaison to the Board, Jim Louderback. Thanks again to all of you.

The presentation to the Media Ad Counsel was broken into two pieces and wouldn’t you know, I was seven minutes late for the first one. Media people love when the creative guy is late. Fortunately, I was quickly forgiven and we started into the standards. 

They loved them.

What?

One of the media people commented, “I have never seen a first draft of standards, from a new medium so young, so complete and ready as these.”

In fact, the only thing the first group of media people wanted was a glossary of terms, which another committee is already working on.

The second group, the following day, was also complementary. They asked for a few more details such as Under Delivery, Number of Breaks per podcast , number of spots per break, etc., etc. All things Susan identified as negotiation points rather than standards.

And let me be very clear, the Ad counsel was very kind and very helpful in every way, regardless of what I said above. I appreciate their time and the phenomenal amount of time David Herscott has contributed. I can see now why they all wanted you to win my job. Hell, I’d vote for you too. Here is the Ad Counsel, thank them if you meet them:

Jonathan Adams, Digitas Kendall Allen, Incognito Digital

David Berkowitz, 360i Katia Dimitrova, Organic

Jocelyn Griffing, ICON International David Herscott, Mea Digital

Alyson Hyder, Avenue A-Razorfish Jennifer Kim, Sigma Group

Jeffery Adelson-Yan, Level Wing Media Jody Slater, US International Media

Susan MacDermid, Real Branding Jason Burnham, Burnham Marketing

Tom Hespos, Underscore Marketing Stephen Smyk, Performance Bridge

So now we’re ready for ad;tech. Hey, that was easy.

Following Ad;Tech, we must prove that Podcasts are the most engaging form of media, old or new. 

We’ll be working with Marketing Research people. Marketing Research guys hate creative types…