The Push To Truly Embrace Interactivity

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Saatchi & Saatchi UK chairman and CEO, Lee Daley, appeared on a CNN program the other day. Here’s a clip:

CNN: How will advertising be different in a decade?
Daley: I think the advertising industry as a whole will change very dramatically because of the change in the media universe. The advertising industry has grown up, essentially on the back on analogue technologies, and it’s grown up around multi-domesticity.
We’re going to be in a global media environment where basically we’ve got common platforms, we’re going to have convergence of media platforms, content migration from pier to pier and across markets and I think that’s going to change fundamentally the way global and local advertisers invest in content and communication.
That will mean a shift in the fundamental dynamics of the agency relationship, I think it is going to present great challenges to the economics of our industry, but potentially it will liberate our creative potential and agencies may well end up having assets under management creatively that they own and create and distribute themselves as well as having serviced based relationships. So, I think there are great challenges, but also massive opportunities for our industry to reinvent itself off the back of these technologies.
I think the potential is there for the advertising agencies and their clients to prosper exponentially if we embrace these technologies and liberate our thinking from the cataract of the analogue media world, which was a push world, and truly embrace interactivity. To truly embrace the capability of these technologies to build fundamentally different communication and marketing models and understand that these are truly global technologies that will integrate audiences around the world with common behavioral characteristics and aspirations — that is astonishingly exciting in terms of the future of our industry.

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About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • http://www.gapingvoid.com hugh macleod
  • http://adpulp.com David Burn

    Even though I have no idea what you mean by “slush,” what this guy is pushing for is precisely what the critics are calling for.
    To truly embrace the capability of these technologies to build fundamentally different communication and marketing models…
    Hell, you could have written that yourself. Although, your version would, no doubt, have a cool doodle attached.

  • http://www.consiliencepersuasion.net Tom Beakbane

    I presume

  • http://www.adpulp.com Shawn

    Its 1997 all over again. Just change the names of the technology and you’ve got the same story.

  • http://adpulp.com David Burn

    Now do you understand?
    Didn

  • Clyde

    David, I think Tom’s point is that people like Lee Daley tend to lapse into marketing speak at the expense of clarity. Rather than making their case simply and directly, they spew out jargon-heavy statements that border on the incomprehensible.
    Or maybe he’s just being sarcastic.

  • http://adpulp.com David Burn

    For sure. Guess I just wanted in on the sarcasm.

  • teeveedubya

    “I think it is going to present great challenges to the economics of our industry” = we are all screwed.
    “liberate our thinking from the cataract of the analogue media world”. what???
    keep dancing Lee. keep dancing.

  • http://www.consiliencepersuasion.net Tom Beakbane

    Yeah, too many layers of irony and sarcasm here.
    For sure I cannot explain what Lee Daley is saying (and I doubt he could explain it clearly himself).
    Of course technology is changing

  • http://newpersuasion.typepad.com/new_persuasion/2005/09/advertisings_sl.html New Persuasion

    Advertising’s Slushoholism

    Last week I said that advertising is going through menopause after Hugh @ gapingvoid said advertising was slushy. Now I read bits of a CNN interview with Saatchi Saatchi UK chairman and CEO Lee Daley over at AdPulp. Now I’m

  • teeveedubya

    yes, the fundamentals don’t change.
    but this is especially laughable doublespeak from a guy whose job is to communicate. and what crediblity does ole Saatchi and Saatchi have in new media anyway? precious little that i’m aware of.
    doubly ironic that the S&S mantra is “brutal simplicity”.
    Chuck Porter must have been unavailable.