General Mills is targeting "boomers" with the campaign, which is themed around "vitality" and is a content-based program. It includes news content, as well as retirement, travel-related content, and games.

The campaign includes a program header, which includes navigation for users to access news, games, etc. General Mills will include product media within the individual experiences over the course of the campaign, and will measure the effectiveness of the campaign through Yahoo’s Consumer Direct Program, which lets retailers track offline sales spurred by online ad campaigns.

Yahoo Games and Yahoo News will feature "vitality-themed" content:

- Focused on healthy living for Boomers

- Integrated/supported by their respective properties

- Linked to each other so users can easily find the Vitality areas on Yahoo and navigate to the relevant content

Yahoo’s News experience page is a custom Vitality section. When users click to read an article, they stay within the experience. The Yahoo Games Experience is called Yahoo Brain Games, and features several "brain" games such as Sudoku, crossword puzzles, and Mahjong solitaire. The Brain Games promotional position on the front page of Games will point users into the Vitality Brain Games for the entire campaign.

"General Mills’ Vitality campaign is a great example of how brands are working with Yahoo! to develop custom campaigns that bring together content around a specific topic to reach a large targeted audience segment," says Yahoo. "Boomers are the fastest growing audience online, and with this campaign General Mills has created a relevant experience that connects with the boomer audience."

The campaign illustrates an interesting way to capture the specific demographic that the advertiser is going after, by bringing the content that is also aimed (at least partially) at that demographic together, creating a whole new entity on the site with the purpose of accommodating targeted ads. It’s not exactly a new concept, but can prove to be an effective one.

This is from a sample of about 140 companies with an annual marketing spend of at least $2 million, including Citibank, General Mills, IBM, GE, and ESPN.

After nearly 15 years in agencies, this percentage sounds about right. But where the research tries to determine why this is the case, I take issue with it.

The other big reason [for the short tenure] is likely the fact that agencies take their eye off the ball. When you examine the reasons why clients get rid of agencies, a lot of it has to do with weaknesses in strategic thinking, creative, and service. Too many agencies try and do too many things well. They are in the business for being great creative and strategic thinkers and do-ers…not to be a great lead generation/business making machine. Too many agencies take their eye off the ball soon after an account is won, only to look for the next new win. Staying more focused on existing clients and leaving the business of building business to experts is likely a more productive strategy, long-term.

A lead generation firm sponsored the research. This fact turns the above excerpt from a research insight into a thinly-veiled ad.

It’s Not You, It’s Me

So who’s fault is it? Part of this churn is a natural cycle vs. it being someone’s fault. Marketers are restless creatives at heart. The shelf life for any type of creative work is getting as short as consumers’ shrinking attention span. And, while it’s expensive to select a new agency and get them ramped up on your business, doing an agency review is often seen as the best way to get new ideas. Even the research notes (depressingly) that “more than 40 percent said they ‘look forward to’ or ‘find it exciting’ to search for a new agency.”

But there are also external factors that impact the client/agency relationship. Many of these factors are out of the agency’s control, including industry economic climate, client contacts changing jobs, client politics and client chemistry. These are just a handful of items to deal with and we haven’t even discussed the work yet.

Since moving client side three years ago, one of the biggest benefits I’ve discovered is time. I’ve been able to prioritize and grow our marketing efforts strategically. With a few years of momentum, and plenty of results along the way, I’m looking forward to doing even more in 2008.

This may read all Pollyanna, but I think clients and agencies need to rethink ways to keep their relationship vital to realize this kind of return on investment. Yeah, who am I kidding. Anyone want to be a client/agency counselor? LOL, I can see the role playing session now.

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