Current Network Makes Ad Agencies Tweet For Its Business
This story was written by Tameka Kee.
Even as developers struggle with Twitter's abrupt platform changesand worry about having their service shut down all togethercompanies are falling deeper under the spell of the micro-blogging service. The latest example: Al Gore-backed Current Network is using Twitter to pick a new ad agency.
Jordan Kretchmer, Current Network's VP of brand, tweeted that the media company was on the hunt for a "full service ad agency partner," and almost 70 agencies responded with tweets of all kinds: from client testimonials, to 12seconds commercials, to a link to a live-streamed brainstorming session. Adweek explains the logic behind the "Twitter RFP" (request for proposal): Since the account would require an agency well-versed in social media, why not look for one that maintained a presence on the most buzzy social media property out there?
Responding to criticism that the Twitter-based request had taken on a "carnival" feel, Ketchmer said he'd been a little overwhelmed by some of the responsesbut that he never felt the process was negative. Agencies that made it to the finals include biggies like TBWAChiatDay as well as independents like Seattle-based Wexley School for Girls; Current plans to pick a winner by early summer.
By Tameka Kee