A STORY ABOUT FACING CHANGE
IN ADVERTISING TOLD IN 30 QUOTES
         Published on mad-blog.com
Change started here: “Technology is shifting the
power away from the editors, the publishers, the
establishment, the media...
People got power: “Consumers are beginning in a
very real sense to own our brands and participate in
their creation … We n...
People lost trust: “People don’t trust businesses the way
they used to ... For the first time we found that the most
trust...
People don‘t care that much about brands: “Often
our biggest mistake as managers is believing that,
in general, customers ...
People don‘t care that much about advertising:
“Nobody reads advertising. People read what
interests them. And sometimes i...
And the lack of interest gets bigger: “There’s a limited
amount of attention in the world. If more of it is going
to perso...
A logical deduction: “Brands that rely too heavily on
mainstream media, or that are not exploring new
technologies and con...
Remind yourself of what the actual job is: “We’re not
in the business of keeping the media companies alive.
We’re in the b...
Today‘s possibilities to connect are endless: “In an
interconnected world, media is everywhere: (...) The
opportunities fo...
So: “Everything a brand does that connects to the
consumer is media.”

           Lee Clow, Director of Media Arts, TBWA W...
The change in media broadens the creative playground:
“By 2015 there will be no separate media and creative
awards because...
The change in media alters the way brands should
communicate: “Every brand today has to think and act
like a media company...
Stop boring the people by sending simple messages:
“The whole industry is obsessed with the idea of a
simple message, endl...
So what should brands talk about: “If you want to be
boring, talk about yourself. If you want to be
interesting, talk abou...
Stop interrupting what people are interested in.
Become part of it: “You used to use your budget to
buy an audience. Now y...
Because today ... :“Audiences can now watch
whatever they want, whenever they want. ‘Safe’
advertising gets ignored. It is...
And they are right: “The audience is right. They’re
always, always right. You hear directors complain that
the advertising...
What agencies should deliver to attract an audience:
“The agency’s job is to create content so valuable and
useful that co...
Giving becomes crucial for a brand: “People become
loyal to that what the brand is giving.”

 David Armano, Vice President...
Create something valuable that people can engage
with: “The key is to produce something that both pulls
people together an...
Why strive for engagement: “Engagement has a
psychological component, but it will manifest
behaviourally – it will lead to...
But ... : “Content isn’t king. Conversation is king.
If I sent you to a desert island and gave you the choice
of taking yo...
The content must contribute something interesting to
the conversation: “Brands only have a role if they can
make the conve...
So ... : “If it’s not worth talking about, it’s not
worth doing.”

                   Andy Sernovitz, Author of “WoM Marke...
Finally media changed marketing: “New Marketing
isn’t a single event or website or technology. New
Marketing treats every ...
Finally media changed model: “The old model was
informing, persuading and reminding, the new model
is demonstrating, invol...
We can face the change by being prepared:
“If you’re not prepared to be wrong, you’ll never
come up with anything original...
We can face the change by celebrating trial and error:
“Enlightened trial and error succeeds over the planning
of the lone...
We can face the change by failing again: “Always
make new mistakes – If we keep doing the same thing,
we’ll get the same r...
“We are at the beginning of the most exciting time the
advertising business has ever seen. While lots of
people are talkin...
TBWA Group Germany
         Hubertus von Lobenstein, CEO
             Rosenstrasse 16-17
           10178 Berlin (Germany)...
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TBWA quote compilation on change on mad-blog.com

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Some Brands don't like change.
Change doesn't much care.

Today the people live in the network era,
while lots of brands stick in the industrial age,
relying on industrial strategies, tactics & metrics.

If brands don't want to loose touch with their customers they must stop walking the industrial walk and change the ways how they operate and communicate.

But how?

An answer is swirling around in bits and pieces, as lots of different, savvy people already shared interesting and inspiring thoughts about how brands should change.

We simply put those statements togehter to unfold the whole story.

Source: mad-blog.com

Published in: News & Politics, Business
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  • Transcript of "TBWA quote compilation on change on mad-blog.com"

    1. 1. A STORY ABOUT FACING CHANGE IN ADVERTISING TOLD IN 30 QUOTES Published on mad-blog.com
    2. 2. Change started here: “Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch, Global Media Entrepreneur
    3. 3. People got power: “Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.” A.G. Lafley, CEO and Chairman, Procter & Gamble
    4. 4. People lost trust: “People don’t trust businesses the way they used to ... For the first time we found that the most trusted sources were ‘a person such as yourself or a peer’.” Steve Rubel, Director of Insights, Edelman Digital
    5. 5. People don‘t care that much about brands: “Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Prof. Patrick Barwise, London Business School
    6. 6. People don‘t care that much about advertising: “Nobody reads advertising. People read what interests them. And sometimes it’s an ad.” Howard Gossage, Freeman Mander & Gossage
    7. 7. And the lack of interest gets bigger: “There’s a limited amount of attention in the world. If more of it is going to personal, non-commercial, un-advertised media, less of it will go to advertising.” Russel Davies, Strategist & Author
    8. 8. A logical deduction: “Brands that rely too heavily on mainstream media, or that are not exploring new technologies and connection points, will lose touch.” Jim Stengel, Gobal Marketing Officer, Procter & Gamble
    9. 9. Remind yourself of what the actual job is: “We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” Trevor Edwards, Vice President of Global Brand Management, Nike
    10. 10. Today‘s possibilities to connect are endless: “In an interconnected world, media is everywhere: (...) The opportunities for value creation are greater than ever before – but we must expand our vision of what media is to begin realizing them.” Umair Haque, Director, Havas Media Lab
    11. 11. So: “Everything a brand does that connects to the consumer is media.” Lee Clow, Director of Media Arts, TBWA Worldwide
    12. 12. The change in media broadens the creative playground: “By 2015 there will be no separate media and creative awards because there will be no distinction between ad agency creativity and media agency creativity.” Cliff Francis, Manager of Global Media and Communication, Procter & Gamble
    13. 13. The change in media alters the way brands should communicate: “Every brand today has to think and act like a media company, rather than pushing stuff out there, to instead aim to pull an audience in. With our audience, word is spread like wildfire and it’s much more cost effective for the client.” Spencer Baim, Head of Virtue
    14. 14. Stop boring the people by sending simple messages: “The whole industry is obsessed with the idea of a simple message, endlessly repeated (...) What people actually want is stuff with some complexity, some meat, some richness (...) Not stuff that’s distilled to a simple essence or refined to a single compelling truth. No-one ever came out of a movie and said ‘I really liked that. It was really clear.’” Russel Davies, Strategist & Author
    15. 15. So what should brands talk about: “If you want to be boring, talk about yourself. If you want to be interesting, talk about something other than yourself.” Hugh MacLeod, Cartoonist, gapingvoid.com
    16. 16. Stop interrupting what people are interested in. Become part of it: “You used to use your budget to buy an audience. Now you have to invent ideas to attract an audience.” Lisa Seward, Mod Communications
    17. 17. Because today ... :“Audiences can now watch whatever they want, whenever they want. ‘Safe’ advertising gets ignored. It is the beginning of the end for repetitive advertising.” Jean Marie Dru, Chairman, TBWA Worldwide
    18. 18. And they are right: “The audience is right. They’re always, always right. You hear directors complain that the advertising was lousy, the distribution is no good, the date was wrong to open the film. I don’t believe that. The audience is never wrong. Never.” William Friedkin, Movie Director (“The Excorcist”)
    19. 19. What agencies should deliver to attract an audience: “The agency’s job is to create content so valuable and useful that consumers wouldn’t want to live without it (…) create content that’s interesting and entertaining enough to invite the consumer.” Jeff Hicks, CEO, Crispin Porter Bogusky
    20. 20. Giving becomes crucial for a brand: “People become loyal to that what the brand is giving.” David Armano, Vice President of Experience Design, Critical Mass
    21. 21. Create something valuable that people can engage with: “The key is to produce something that both pulls people together and gives them something to do.” Henry Jenkins, Director Comparative Media Studies Program, MIT
    22. 22. Why strive for engagement: “Engagement has a psychological component, but it will manifest behaviourally – it will lead to an action.” Robert DeSena, Director of Relationship Marketing, MARS USA
    23. 23. But ... : “Content isn’t king. Conversation is king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you’d choose your friends – if you chose the movies, we’d call you a sociopath. Content is just something to talk about.” Cory Doctorow, Sci-Fi Author
    24. 24. The content must contribute something interesting to the conversation: “Brands only have a role if they can make the conversation more interesting. Advertising can’t succeed against the conversation but it can influence and contribute to the conversation.” Richard Huntington, Director of Strategy, Saatchi & Saatchi UK
    25. 25. So ... : “If it’s not worth talking about, it’s not worth doing.” Andy Sernovitz, Author of “WoM Marketing: How Smart Companies Get People Talking“
    26. 26. Finally media changed marketing: “New Marketing isn’t a single event or website or technology. New Marketing treats every interaction, product, service and side effect as a form of media.” Seth Godin, Author of “Meatball Sundae: Is Your Marketing out of Sync?”
    27. 27. Finally media changed model: “The old model was informing, persuading and reminding, the new model is demonstrating, involving and empowering.” Mitch Matthews, Marketing Chief, Microsoft
    28. 28. We can face the change by being prepared: “If you’re not prepared to be wrong, you’ll never come up with anything original.” Sir Ken Robinson, Author of “Out of Our Minds: Learning to be Creative“
    29. 29. We can face the change by celebrating trial and error: “Enlightened trial and error succeeds over the planning of the lone genius.” Dave Kelley, Founder of Ideo
    30. 30. We can face the change by failing again: “Always make new mistakes – If we keep doing the same thing, we’ll get the same results. We need to be unafraid to experiment, to try new approaches. And we need to be unafraid of cocking up and of failing.” Esther Dyson, Journalist, on emerging digital technology
    31. 31. “We are at the beginning of the most exciting time the advertising business has ever seen. While lots of people are talking about the challenge of the multi- media future, I believe it is the biggest opportunity for creative minds since the ‘60’s.“ Lee Clow, Director of Media Arts, TBWA Worldwide
    32. 32. TBWA Group Germany Hubertus von Lobenstein, CEO Rosenstrasse 16-17 10178 Berlin (Germany) Compiled and arranged by michael.zorn@tbwa.de

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