November 01, 2006 | Wednesday
Pulp Fiction
By Simon Whittick in Company News |Search Expertise
Read the unpublished letter submitted to the NMA this week by Dylan Thwaites, in response to Kevin Murphy, planning director of Zed.
Dear Editor,
I wish I could get as animated as Kevin Murphy (letters 26.10.06) who twice spluttered on his coffee while reading an NMA article on search marketing, but instead I watch with wry amusement as people who understand little about the power of search thrash around trying to get attention for themselves.
I loved the use of a phrase “day-part weighting”, it was delivered with as much confidence as Gordon Brown telling us of his love for Arctic Monkeys. If Zed has any search experts I would be happy to explain to them why the use of day parting by most agencies is counter-productive, and actually reduces return on investment. In the meantime Kevin, somebody needs to tell you that you are listening to Artic Monkeys but dancing Abba.
Before potential clients of Zed “pick up the phone” and call, perhaps they should try to find Zed through a search engine. I found some references to Bruce Willis in Pulp Fiction, but no evidence of anyone who does search marketing. I’ll save you the 20 minutes it took me to find them……www.zeddigital.com. You’ll find a lovely graphic, just a pity it is one page long, though it helpfully informs us “our new website is coming soon”. Nice fully integrated marketing. Do let us know when you’re ready to play Kevin
The reality is that Latitude could take any Zed client and improve its search return on investment within weeks. Idle boast? Not really – we’ll guarantee it.
Recent NMA coverage suggests a shift from specialist to generalists. The facts seem to show otherwise, the last edition of NMA identifies four new search wins in the week, all have gone to search specialists, none have gone to generalists.
In the last quarter, we have won Media Momentum’s fastest growing media company, a New Media Entrepreneur award and the prestigious Ernst and Young Technology and Communication Entrepreneur of the Year, incidentally, when Rt. Hon. Lord Young presented this award he highlighted our ability to “secure deals with huge blue chip companies”.
We have opened 5500 square feet of top quality office space on New Oxford Street, and before Christmas will add a further 5000 square feet in Warrington. Far from laying staff off, as envisaged by the NMA Editor, we are recruiting at the rate of 10 new people a month. But we need to do this to service the 22 new clients we have secured since August. It doesn’t feel like a shift to me!
Oh I forgot, what did Bruce Willis say? “Zed’s Dead Baby, Zed’s Dead”
Dylan Thwaites
CEO
Latitude
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