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July 20 2009

olishaw
07:47

Zappos Review Incites Reproach From Ad-Agency Creative - Agency News - Advertising Age

NEW YORK (AdAge.com) -- Zappos is known for stellar customer service, but when it comes to dealing with adland, the marketer is portrayed in a blog post by a creative at ad shop Ignited as the poster child for a flawed agency review process. Unbeknownst to the marketer, Ignited tracked how much time Zappos spent reviewing its submission. Using Google Analytics, the agency calculated that Zappos viewed only five pages of its 25-page submission, with an average page-view time of 14 seconds. "If Zappos wasn't prepared to evaluate 80-plus responses they shouldn't have opened the review beyond the initial 16 agencies they contacted," Mike Wolfsohn, VP-executive creative director, wrote in a post Sunday on Ignited's blog.
Tags: advertising marketing socialmedia zappos adage rfp request-for-proposals process pitching