Jez Frampton, Global CEO of Interbrand, points out that it’s harder for companies to keep up in a converged online and physical world—the comparatively manageable world of channels is no more. “One of the primary things that brands need to do,” advises Frampton, “is to work out how to match experience and expectations.”
Jez Frampton, Global CEO of Interbrand, argues that the language many companies use “reduces consumers to a dumb animal” whose behavior can be easily manipulated. Companies must now give consumers “a lot more respect,” since they now have “tremendous will, and they can change the fortunes of a company over night.” Frampton then illustrates the importance of updating corporate thinking about the purchase path and “living up to their expectations when they’re doing the research.” “If that behavior is changing,” Frampton impels, “you’d better change with it.”
John Battelle, Founder and CEO of Federated Media Publishing, WIRED co-founder, and author of The Search, talks about finding a solution to the most daunting and deeply-rooted challenge facing advertising: Making it “inherently valuable in people’s lives.” To get there, according to Battelle, we need a “liquid environment of data,” a “culture of permission,” and an “infrastructure that can manage all this data.” Last but not least, we need the “creativity” to navigate and build real value within this new ecosystem. “I wouldn’t say we’re that far along on that one yet,” says Battelle.
Andrew Deitchman, CEO and Co-Founder, Mother New York, describes the new breed of agency-client relationships: deeper, wider, and focused on creating experiences—not just 30-second spots and one-off events. He stresses the need for today’s agencies to staff diverse skillsets, such as journalists and data analysts, in order to create remarkable, enticing content and deliver it to the right audience at the right time. More from this series at: Connected Perspectives
John Bell, Global Managing Director at Social@Ogilvy, explores the first and second "phases of social listening," the tendency to produce "chart junk" that yields no action, and making real-time marketing a reality.