menu

British Marketers Won’t Get It

Advertising

Just a Friday point-of-view this but my recent visit to London made me realise something: that British marketers seem to be refusing to get on board with the digital evolution...

Piers Fawkes, PSFK
  • 22 july 2005

Just a Friday point-of-view this but my recent visit to London made me realise something: that British marketers seem to be refusing to get on board with the digital evolution in marketing. I’m not talking email or websites here – I’m talking blogs, social networks, Flickr.

There are a few folk in the UK who are very switched on, I grant you, but a lot of agency people I met in my short visit were rather bemused by PSFK and IF. Although blogs are championed by the Guardian newspaper – an important media read – the British marketing community seems to be dismissive of the new tools to develop dialog between brands and consumers.

The contrast with New York, where I am based, is vast. Agencies in New York get it – they may not be making the best attempts but they’re trying hard. It’s best to crash and burn than not not try at all, no? The buzz around new media tools is exemplified by the social networking going on here. Meanwhile in London, there seems to be an air of "well, we make the most creative advertising in the world, why should we listen to what’s going on anywhere else." Everyone in Soho seems to be still in the pub talking about the next commercials director.

When I attended the great Seth Godin talk held by Hugh MacLeod before I returned, there was discussion about how there were a high proportion of attendees at his talks from ’emerging ‘ marketing countries. The Brists don’t really care.

I can also quantify this too: If we take the PSFK newsletter list (in its thousands) and look at the location of subscribers we see a disproportionately low number of Brits on the list (and I am British so I would think that may have a positive influence). What we actually see is a disproportionately high number of subscribers from Northern Europe (Scandinavia, Netherlands, Latvia) and Australasia. We’re getting similar results with those folk subscribing to IF. When I spoke to Niku Banaie of Naked the other day he said he had similar representations on his email list too.

Someone name a really good British marketing-related blog that can stand beside European blogs like AdLand, Textually or WMMNA? Is there one?

So, why Scandinavia? Why Australia? It seems like folks in these countries are hungry: they’re watching, soaking it all up, learning. They’re connecting the dots. The Brits aren’t. In a world where we can create dialog anywhere, anytime, guess what happens next?

Advertising
Trending

Bringing Food Innovation To America's Crowded Milk Market

Food
Mobile Today

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Today

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger

Trending

Get PSFK's Related Report: Future of Advertising

See All
Culture Today

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace

Advertising Today

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Today

Artist Designs Covers For Books That Don’t Exist

Published by the fictional "Specious Books," the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Today

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Financial Services Today

Device Makes Digital Currency Feel Tangible

The concept gadget wants you to experience the highs and lows of spending money

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 21, 2016

Creative Agency Founder: Using VR As A Race Relationship Tool

Maurice Bernstein, CEO and Founder of Giant Step, explores the value in transforming headsets from high-tech entertainment tools into empathy machines

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Advertising Today

Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Thanks to a new partnership between the ride sharing service and Budweiser, drunk passengers are able to receive free rides

Design & Architecture Today

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

Augmented / Virtual Reality Today

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

Travel Today

What Happens When An Entire Airport Terminal Rebrands Itself?

JFK's Terminal 4 underwent a dramatic design facelift to guide and delight travelers

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

No search results found.