At CTAM: Ogilvy's Steve Hayden Wants to Coin a New Acronym

DDAB, or Dada Data Alpha and Beta, as a Way to Grab Consumers' Attention

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WASHINGTON ( -- Steve Hayden wants to introduce a new ad acronym. He's already credited with creating one, AIDA (Attention Interest Desire Action), and the vice chairman of Ogilvy & Mather Worldwide shared his most recent contribution to marketing with the crowd here at the Cable Telecommunications Association for Marketing (CTAM) Summit yesterday: DDAB, or Dada Data Alpha and Beta.
Ogilvy vice Chairman Steve Hayden has already come up with AIDA.
Ogilvy vice Chairman Steve Hayden has already come up with AIDA.

Mr. Hayden sounded a lot less Greek in explaining how each of the words pertained to brand marketing. Dada, a direct reference to the pop art movement, is "artful creation of attention," Mr. Hayden said. Data is the gathering of the necessary information. He defined Alpha as "aggressive and fast. You can't be everywhere, but where you can be, be big." And Beta, of course, is the testing of the product.

chief listening officers
Listening has also become a priority for agencies and brand marketers alike, with bloggers playing an increased third-party role in shaping campaigns. "The blogosphere keeps us authentic, open and honest -- or it kills us," Mr. Hayden said. He proposed agencies start hiring for new positions called CLOs, or Chief Listening Officers. "We need someone to impact the dialogue," he said.

One brand that successfully incorporated listening to the consumer is, of course, Dove. The Unilever soap has come a long way from its original use in World War II as a treatment for burn victims, he said. The viral "Evolution" campaign, which encouraged women to share their thoughts on beauty and self-image through their own YouTube videos or interactive surveys on, went beyond the typical skin-and-moisturizer ads most beauty products tend to pursue. And the ad was done on the cheap, too.

"[Unilever's] total profit on the campaign was $200 million, and we only got $5,000" for creating the ad, he said.

"It's what we call our going-out-of-business strategy," he said. "We're working with our clients to get back to a commission basis, and the more you use it the further it goes." Marketers, and cable MSO's, could even take a cue from Ogilvy's agreement with Motorola China. Mr. Hayden described it as, "if you don't make money, we don't make money."

Commercial ratings
Mr. Hayden also had a few choice thoughts on commercial ratings, the new Nielsen measurement for TV ads that threw both the buying and the creative community for a loop in May. Networks and agencies "have to partner, making up the whole thing together," he said. "There's been a lot of experimenting with pods and length [of spots.] I like what NBC has done, which is make a quick pre-roll for its broadband video. Not only is it faster, it's more memorable that way."

Branding, Mr. Hayden noted, is never easy. "Branding is more complicated than ever," he said. "In fact, there are tremendous untapped opportunities in this very city." He proceeded to share a humorously doctored photo of the Washington Monument branded with a Viagra logo strewn across its phallic structure, followed by a shot of what a rebranded White House might look like as the White-Out House, complete with twist-off bottle cap. The CTAM crowd was less amused by that one.
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