British Marketers Won’t Get It


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?


Transformable Table Maximizes Utility In Small Spaces

Design & Architecture
Syndicated Yesterday

How Fashion Became All About Fonts

Why a new wave of designs have put typography front and center on your clothing

Retail Yesterday

GM And Audi Are Experimenting With Car Rentals In SF

The automakers are trying something new to capture the segment of urban dwellers who don't want to own a car


Get PSFK's Related Report: Future of Advertising

See All
Travel Yesterday

This Vertical Forest Hotel Will Improve The Air Around It

An architectural firm is creating a lush mountain lodging in China with so much greenery that it will actually clean the atmosphere

Related Expert

Megan M. Garwood

Conceptual Art, Cycling, Travel

Europe Yesterday

This Company Believes Insects Can Provide Biofuel To Power Our Future

A Polish group is testing out a new factory concept that can provide a source of renewable energy, and even serve space missions

Technology Yesterday

Music Venue Caters To Virtual Reality Events

Boiler Room has launched the first VR hub for content creators to capture special footage for the masses

Gaming & Play Yesterday

Automated Chessboard Lets You Play Against Anyone In The World

Square Off is an AI-powered board that can move the pieces on its own


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 25, 2016

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact

PSFK Labs october 25, 2016

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Technology Yesterday

Contraband Recorder Helps Those In Need Capture Captive Conversations

Designer Marianna Mezhibovkaya created the device to help prison inmates capture crucial evidence of abuse

Advertising Yesterday

A Compelling Brand Purpose Is Never Born In The Boardroom

Strategist and Designer Anna-Rae Morris shares why she believes all brands exist for a reason, and how Snapchat has upended our behavior

Retail Yesterday

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

Fitness & Sport Yesterday

Editorial Roundtable: The Xs And Os Of Performance-Enhanced Sports

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats explain that we're only at the iceberg's tip of performance enhancement

Technology Yesterday

Microsoft’s New E-Paper Sticky Note Runs On Ambient Light

Researchers have developed the first e-ink display powered entirely by office bulbs

Sustainability Yesterday

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house

Retail Yesterday

Retail Concept Offers Food Hall Inspired Space For Online Brands

The store will offer a lower cost way for internet entrepreneurs to try physical retailing

No search results found.