So the agency was full of “mad men” not too long ago.

It’s no wonder new media agencies like Deep Focus have to do the real work, the heavy lifting, of getting companies to use the Web the way it’s meant to be used . . . socially.

Agencies that came with mad men and their particular DNA have gone psychotic. They can’t believe the vid of this little dude got nearly 12M hits. But, more than that, it terrifies them that the only way they can compete with those numbers is to drop a couple mil on a “campagin” that drags around the Internet into dark corners.

And pixel for pixel it really can’t compete when it comes to attracting pure attention.

I mean what did the “Laughing Baby” vid take to produce? Exactly, the cost of production is essentially zero.

But, right, that’s not fair: “Laughing Baby” isn’t a real ad, it doesn’t do what a real ad does.

And to keep this koan going, that’s why you shouldn’t sell Web ad inventory like “pork bellies.”

Okay, this is what I’m saying. When we sell ads, we should do it honestly, simply, and efficiently like Google, but if what we’re after is to attract attention, then we should find the most accessible baby and tickle him.

Update:

I think traditional ad agencies have very little contribution to make,” Bryan Simkins, a marketing specialist at FedEx, told TNS. “They are mostly driven by their compensation models which are made for closed media. Those models don’t apply in open media. Link.

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