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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 elite. Now it’s the people
who are in control.”

                 Rupert Murdoch, Global Media Entrepreneur
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
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
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
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
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
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
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
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
So: “Everything a brand does that connects to the
consumer is media.”

           Lee Clow, Director of Media Arts, TBWA Worldwide
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
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
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
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
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
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
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”)
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
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
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
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
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
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
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“
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?”
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
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“
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
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
“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
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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TBWA quote compilation on change on mad-blog.com

  • 1. A STORY ABOUT FACING CHANGE IN ADVERTISING TOLD IN 30 QUOTES Published on mad-blog.com
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. So: “Everything a brand does that connects to the consumer is media.” Lee Clow, Director of Media Arts, TBWA Worldwide
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. “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. TBWA Group Germany Hubertus von Lobenstein, CEO Rosenstrasse 16-17 10178 Berlin (Germany) Compiled and arranged by michael.zorn@tbwa.de

Editor's Notes