Ladies and Gentlemen, welcome to one of the great match-ups in marketing history. It’s the past versus the future, the big budget TV spot against the do-it-yourself video, paid media taking on social media.
In one corner we have the indisputable champion of creativity, from the sun-bathed beaches of Santa Monica, Leeeeeee Clow. And in the other corner, the challenger and self-made brand, hailing from Springfield, New Jersey, Gary Vaaaaaaaaynerchuk.
At stake? Nothing less then the future of marketing. So let’s get this match underway.
Round One: Best Title
Lee Clow: Chairman and Chief Creative Officer for TBWA/Chiat Day, one of the most highly regarded and visible advertising agencies in the world. It’s a big title, a huge job and filled with perks. Gary Vaynerchuyck: Director of Operations at The Wine Library. Doesn’t sound quite as impressive. Round One goes to Lee.
Round Two: Claim to Fame
Lee Clow: Considered by almost everyone in advertising to be the industry’s art director guru. Helped build one of the world’s great agencies and has his name on some of the most memorable advertising every created. Gary Vaynerchuk: Inherited a New Jersey liquor store. Bought a cheap video camera. Made some videos about wine. Put them on YouTube. Round two goes to Lee.
Round Three: Classic Video
Lee Clow: 1984 for Apple Computer. The ultimate Super Bowl commercial, still admired for its disruptive power 25 years later. Gary Vaynerchuk: Appearance on Ellen DeGeneres where he got her to lick a rock and munch a potato skin. Round three goes to Lee.
Round Four: Brands Built
Lee Clow: Apple, Nissan, California Cooler, Gatorade, VISA, Pedigree and dozens of others. Gary Vaynerchuk: Gary Vaynerchuk. Round four goes to Lee.
Round Five: Approach to Marketing
Lee Clow: For $10 or $20 or maybe $100 million in fees and media his agency will create work that helps build your brand. Gary Vaynerchuk: For free you can watch his videos and he’ll teach you how to build your brand yourself. Round five goes to Gary.
Round Six: Book (as in real book)
Lee Clow: Chiat Day: The first 20 years. Out of print and unavailable at Amazon. Gary Vaynerchuk: New seven figure contract for Crush It: Turn Your Passion Into Profits in a Digital World. Round six goes to Gary.
Round Seven: Awards
Lee Clow: One Club Hall of Fame, New York Art Directors Hall of Fame and every advertising creative award known to man. Gary Vaynerchuk: American Wine Blog Awards, Best Wine Podcast of Video Blog. Round seven goes to Lee.
Round Eight: Google Results
Lee Clow: Lee + Clow yields 60,000. Does anyone outside of advertising even know who he is? Gary Vaynerchuk: Gary + Vaynerchuk yields 540,000. Appearances on Today Show, Conan, Mad Money, Nightline and Ellen give him more than 15 seconds of fame. Round eight goes to Gary.
Round Nine: Twitter Followers
Lee Clow: Zero. Lee Clow’s Beard, 19. He’s a legend; he doesn’t need Twitter. Gary Vaynerchuk: 540,000. You can argue who cares, but round nine goes to Gary.
Round Ten: Quote
Lee Clow: “We’re not in the advertising business, we’re in the media arts business. We’re using all forms of media to tell a brand story-and the media is everything a brand does.” Huh? Gary Vaynerchuk: “People are always talking about what you’re doing now… To me, it’s not what you’re doing now, it’s about where you’re going.” Round ten goes to Gary.
And the decision goes to…
Huh, it appears to be a draw. Looks like you’ll have to decide. Who wins? Lee or Gary? The past or the future? The traditional approach that calls for you to spend huge dollars on paid media, or the new way that encourages you to develop a presence in social media? Whose arm gets lifted into the air when it’s the bell goes off? OK, you’re the referee. What do you say?