Nancy Vonk on Blogging

In Campaign Magazine this week, a double page article by "advertising's most famous blogger" sets out a few things I knew and a lot I didn't. She blogs here.

Her article is written as answers to a series of questions. Here are edited hightlights:

Aren't blogs written by a bunch of losers with nothing better to do than criticise everything and everyone?

Yes, yes, yes, millions of blogs are tragic, but many others are hugely worthwhile.

Who are the blog experts?

Blogs are so new there aren't any gurus yet. The "rules" are being stumbled upon through all the mistakes and lessons learned, particularly when it comes to corporate blogs.

...should all my clients be starting their own blogs?

For most, not yet...the first prerequisite for success is authenticity.

what's to stop a company from creating a fake blog to promote its agenda?

You just don't go there...nobody "outs" better than bloggers.

Couldn't a corporate blog get lost among the millions and be a waste of time to create?

It's true that no-one is waiting breathlessly to hear your message. The really vibrant blogs have stickiness for a few common reasons. They're focused; they stand for something and stay on topic.

Do the best bloggers have incredible writing skills?

...the good ones write spontaneously (phew!); their words aren't meticulously thought through. In a context where speed and authenticity really count, this kind of under-thinking is a plus.

How will traditional, rule-bound marketers cope with approaching this powerful communications tool that cannot be controlled?

...the oxygen for blogs is truth, transparency, focus, nimbleness and constant refreshing of content.

How can agencies get involved in blogging?

Proposing to create a blog for your clients right now should be done with extreme caution.

Shouldn't a company live in fear that when they have bad news, it will be amplified on their blog?

...a blog can help neutralise some events that have PR nightmare written all over them.

...Lessons learned from "death by blog"?

I thought it was important for the people who attended that now-infamous event to hear another point of view, from a female creative director and key sponsor of the night...to say I was naive is an understatement.

Other blogging watch-outs?

Ad people already tend to live in bubbles. Blogs are our fancy new friend, but they may dumb us down in the long run. In the meantime, don't wait another day to get on the ride. It's thrilling.


Nancy Vonk is the co-chief creative officer of Ogilvy Toronto. She's the one who reported Neil French's comments about women not getting ahead in advertising because "they wimp out and go suckle something".

Rona, don't forget to send me the details on free phone calls.