I guess Sir. Martin Sorrell invented the word ‘Frenemy’. It was in honor of Google.
It implies someone who is an Enemy and a Friend!
And there was substantial reason for Sorrell to create that word.
As head of WPP – whose business it is to make the world’s biggest brands spend billions of $$$ on advertising (creative and media), party spoilers like Google – who allow Brands to directly upload ads on their massive media are Martin Sorrell’s enemy.
But in the same breath, Google allows massive reach, targeted keyword reach and call for action – so for a client like FORD, WPP has to use Google!!
That makes them a Friend.
This post is dedicated to Frenemies and how smart people and Companies in the world are sleeping with them!
To begin, check out this mail I received:
Start of Mail
Forwarded message
From: A B <my1information@gmail.com>
Date: Wed, Oct 5, 2011 at 3:02 PM
Subject: Irony
To: alok@games2win.com, partnerus@gangofgamers.com
Hi,
I do play games on your company site. Today while playing I came across with the advertisement as below ( arrow marked).
I wondered why would game2win allow competitors ads on their website. So just thought of mailing you and kind of know more about it. Why would any one want their customers be diverted to any other site.
Just wondering if the ads are random. If not then have the games2win gone to Zapak and asked them for advertisement.
Why????
Wondering….
Hope to have a Response….
Thanks
🙂
End of Mail
I was personally so impressed and touched by A B who had bothered to mail me and also remind me for an answer asking WHY Games2win was allowing ZAPAK ads in its site!!!
Consider this screen:
ON OF THE STEPS IN SETTING UP ‘SYNC’ ON THE iPHONE
This is the screen that comes up when you are setting up your SYNC management system on your iPhone to Backup your Contacts, Calendars and Notes.
Now this is the interesting part:
– Apple’s iPhone does not store contacts on its own. When you sync it to your PC/Mac, it relies on your e-mail id to send these contacts and notes to the e-mail provider YOU select.
In my case its Gmail – which competes with Apple’s MobileMe.
Of course Gmail is from the House of Google – the biggest competitor to Apple.
Now, it gets even better.
The EXCHANGE platform used to connect my Iphone contacts to my Gmail is via Microsoft Exchange!!
YUP – this is the same Microsoft who heavily competes with Google and Apple in every aspect you can imagine!!
Yet, they so wonderfully work together on the iPhone to make sure that the minute I enter A B’s mobile number on my phone, it appears as a contact on my Gmail and is also becomes immediately available on my Android phone!
So, why do Games2win and Zapak and Apple, Microsoft and Google all sleep together???
What’s the Frenemy Orgy all about?
Well, its very simple!
– For all of us as Companies, our Consumers COME FIRST!
We are devoted to our consumers and their happiness is paramount to us.
If this means that the consumer wants a little bit of Apple and a wee bit of Microsoft and most of Google – SO BE IT!
– We benefit financially!!
In the case of Games2win and Zapak – hey – WE BOTH are making money here!
A progressive client has a property on Zapak (that they Zapak has financially benefited from) and then that client wants to advertise that nice property on media sites including Games2win!
Games2win gets media dollars and everyone – Client, Zapak and Games2win are happy!!
– There is a lot of learning from Competitors
I believe that working at arms length with a competitor really teaches you a LOT.
It makes you cognisant of your own weaknesses and also makes you understand the value clients and consumers see in your competition!
In this super crazy cut throat world, every learning is precious.
– Finally, WE ARE SUPER CONFIDENT of what we are good at!!
Most successful Companies are really proud of what they do and they are usually the best at their business. So why should they worry about others and feel intimidated?
It’s a nice feeling to know that you have the confidence and the strength to play and exist and compete with anyone and everyone in the world – be it Friend, Enemy and better still – Frenemy!!!
******
ON OF THE STEPS IN SETTING UP ‘SYNC’ ON THE iPHONE 
