http://www.psfk.com/2007/03/advertising_doo.html Ideas & Trends Mon, 23 Nov 2009 10:05:51 -0800 http://wordpress.org/?v=2.8.4 hourly 1 http://www.psfk.com/2007/03/advertising_doo.html/comment-page-1#comment-400 George Parker Tue, 30 Nov 1999 00:00:00 +0000 #comment-400 <p>What is so funny about these people... And I've worked with a ton of them... Is that they live in their own world. They speak their own geeky language. They are as divorced from reality as many of the people in advertising. But as I said at this weeks PSFK Conference, everyone is an expert at three things. Driving a car. Making love... Advertising. I'm the only person in the world who can do all three at the same time. CGC will pass, as all things do... Yes, the agency business is fucked... But a bunch of Silicon Valley geeks don't have the answer because they have no idea about content. And at the end of the day it's all about content. </p> What is so funny about these people… And I’ve worked with a ton of them… Is that they live in their own world. They speak their own geeky language. They are as divorced from reality as many of the people in advertising. But as I said at this weeks PSFK Conference, everyone is an expert at three things. Driving a car. Making love… Advertising. I’m the only person in the world who can do all three at the same time. CGC will pass, as all things do… Yes, the agency business is fucked… But a bunch of Silicon Valley geeks don’t have the answer because they have no idea about content. And at the end of the day it’s all about content.

]]> http://www.psfk.com/2007/03/advertising_doo.html/comment-page-1#comment-401 Patrick Tue, 30 Nov 1999 00:00:00 +0000 #comment-401 <p>CGC is (of course) not about having consumers “making ADs”. But, to miss the change of the consumers’ behaviour that takes place globally, and how that affects traditional marketing strategy, is to be blind. I think it is basic logic: today consumers have global access of information. They also have an arena for their own opinions, and that equals power. There is great potential in inviting consumers, rather than regarding them as passive receptors of communication. If they have the urge and technology to demand their voice to be heard, how could we possibly stop that? And if we could, would we really want that? Is it stupid to use the consumers creativity in, for instance product devlopment? Could their creativity be an asset rather than a threat to brands & companies? I belive so. <br /> Besides, does it make sence chasing consumers ‘a la 360° if they just click us away (with such ease) as they do today? There is a shift of power going on, the new consumer knows this . Maybe agencies should start selling creative strategy based on this shift, and little less "AD's"...?<br /> </p> CGC is (of course) not about having consumers “making ADs”. But, to miss the change of the consumers’ behaviour that takes place globally, and how that affects traditional marketing strategy, is to be blind. I think it is basic logic: today consumers have global access of information. They also have an arena for their own opinions, and that equals power. There is great potential in inviting consumers, rather than regarding them as passive receptors of communication. If they have the urge and technology to demand their voice to be heard, how could we possibly stop that? And if we could, would we really want that? Is it stupid to use the consumers creativity in, for instance product devlopment? Could their creativity be an asset rather than a threat to brands & companies? I belive so.
Besides, does it make sence chasing consumers ‘a la 360° if they just click us away (with such ease) as they do today? There is a shift of power going on, the new consumer knows this . Maybe agencies should start selling creative strategy based on this shift, and little less “AD’s”…?

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