Comments on: #18 Generation C – Saatchi & Saatchi Digital on the future of communication http://www.jakepearce.com/2009/08/18-generation-c-%e2%80%93-saatchi-saatchi-digital-on-the-future-of-communication/ Wed, 11 Jan 2012 21:07:34 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Jake http://www.jakepearce.com/2009/08/18-generation-c-%e2%80%93-saatchi-saatchi-digital-on-the-future-of-communication/comment-page-1/#comment-473 Jake Mon, 14 Jun 2010 02:31:56 +0000 http://www.jakepearce.com/?p=764#comment-473 Hi there It's Revolution. Glad you enjoy the site. Cheers, Jake Hi there

It’s Revolution. Glad you enjoy the site. Cheers, Jake

]]> By: jake http://www.jakepearce.com/2009/08/18-generation-c-%e2%80%93-saatchi-saatchi-digital-on-the-future-of-communication/comment-page-1/#comment-450 jake Tue, 04 Aug 2009 23:52:56 +0000 http://www.jakepearce.com/?p=764#comment-450 This was e-mailed to me by a senior advertising person who wishes to stay Anon For any agency person saying “you as Marketers need to relax and allow us to move faster and try wackier things. You just focus on the Single organising idea”... I know that means “we as the agency really want to throw lots of unconnected but award winning ideas out there so Kevin will continue to love us”. I agree with the concept of the SOA. I always have. The single organising idea or Lighthouse idea is bloody necessary. You and I have talked about this a lot. Brands need to figure out what they stand for and demonstrate that in all touch points, from the marketing to the call centre to the billing. The organisation (not just marketing) need to figure that out and make it come alive. Then they need to develop a 1 to 1 relationship with their customers (avoiding any agencies in the process, they will not help the conversation) and involve their customers in their brand constantly. Final thought. Any attempt to tell Gen C what is cool on the web, or weed out the dross will turn them against you. The whole point of the web is that you, me, Gen C can watch what they want, ignore what they don’t want to watch, and through a truly democratic process throw weird stuff up into the public consciousness. Last week everyone was talking about the dancing wedding intro. No agency could have developed that. If they had tried, it would have been ignored. That is what we all love about the web. Discovering for ourselves. This was e-mailed to me by a senior advertising person who wishes to stay Anon

For any agency person saying “you as Marketers need to relax and allow us to move faster and try wackier things. You just focus on the Single organising idea”… I know that means “we as the agency really want to throw lots of unconnected but award winning ideas out there so Kevin will continue to love us”.

I agree with the concept of the SOA. I always have. The single organising idea or Lighthouse idea is bloody necessary. You and I have talked about this a lot. Brands need to figure out what they stand for and demonstrate that in all touch points, from the marketing to the call centre to the billing. The organisation (not just marketing) need to figure that out and make it come alive. Then they need to develop a 1 to 1 relationship with their customers (avoiding any agencies in the process, they will not help the conversation) and involve their customers in their brand constantly.

Final thought. Any attempt to tell Gen C what is cool on the web, or weed out the dross will turn them against you. The whole point of the web is that you, me, Gen C can watch what they want, ignore what they don’t want to watch, and through a truly democratic process throw weird stuff up into the public consciousness.

Last week everyone was talking about the dancing wedding intro. No agency could have developed that. If they had tried, it would have been ignored. That is what we all love about the web. Discovering for ourselves.

]]> By: Richard http://www.jakepearce.com/2009/08/18-generation-c-%e2%80%93-saatchi-saatchi-digital-on-the-future-of-communication/comment-page-1/#comment-449 Richard Tue, 04 Aug 2009 01:22:03 +0000 http://www.jakepearce.com/?p=764#comment-449 The concept of a " lighthouse" is a good one ( Mike Hutch will be flattered Kevin Roberts finally found saw the merit in his idea) It is by no means a new idea but has always been the endpoint all planners and strategists seek when summing up any brand / idea ( aka over the years as brand essence, lantern, USP etc etc). In the digital future the "lighthouse " thought will be even more important in giving companys the confidence to hand consumers the co-creation role in the brand communication process. I am doubtful however that the process can run as freely and as unencumbered by input from marketers as Tony Gardner suggests. There are many examples where the "consumer as co-creationist" has ruined brands and eroded them of long term positioning and culture built up over many years. To me there is a potential major pitfall in the theory by digital agencies to "let things go and see how they turn out" ...great brands weren't and won't continue to be built without clearer signposts for the creators than a whim for creative indulgence. There needs to be created some sort of forum / brainstorm to ensure interaction between brands and consumers during the process rather than just leaving the co creation process to chance. The concept of a ” lighthouse” is a good one ( Mike Hutch will be flattered Kevin Roberts finally found saw the merit in his idea) It is by no means a new idea but has always been the endpoint all planners and strategists seek when summing up any brand / idea ( aka over the years as brand essence, lantern, USP etc etc).
In the digital future the “lighthouse ” thought will be even more important in giving companys the confidence to hand consumers the co-creation role in the brand communication process.
I am doubtful however that the process can run as freely and as unencumbered by input from marketers as Tony Gardner suggests. There are many examples where the “consumer as co-creationist” has ruined brands and eroded them of long term positioning and culture built up over many years.
To me there is a potential major pitfall in the theory by digital agencies to “let things go and see how they turn out” …great brands weren’t and won’t continue to be built without clearer signposts for the creators than a whim for creative indulgence.
There needs to be created some sort of forum / brainstorm to ensure interaction between brands and consumers during the process rather than just leaving the co creation process to chance.

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