Bruce Haines is the President and Global COO of Cheil Worldwide. Bruce just relocated to Seoul and brings a traditional advertising perspective to next generation technologies
Key takeaways:
- Global economy is having an impact on all marketers
- Changes are happening rapidly
- Consumer messaging bombardment is increasing
- The consumer is boss and has more power then ever - choice is fueling consumer power
- High quality and excellent value is needed
- Consumers want a choice of 4-5, they think there are 10-12 and there are really 25 total options
- Clutter and media fragmentation are growing
- Marketers have to find ways to connect and thereby break through without interruption, instead engaging them
- Proving ROI is mandatory and is the accepted benchmark for the C-Suite to gauge the effectiveness of a program
- ROI can lie as can all metrics
- Look at the ROI between McCain and Obama. McCain has a much better ROI if you look at dollars spent, but Obama won. That's what matters.
- Example - Cadburry's Gorilla spot - moved Cadbury to become a "cool" brand which was laughable a year ago - how is this measured?
- Platform combinations deliver value
- Consumers don't think in silos - marketers still do
- Delivering integrated communications is key
- Brand decisions are intuitive and not rational - information about brands are processed at very low attention/involvement levels
- Brand reputations are derived over time, there is no source of that feeling, it's almost by osmosis
- Brand decisions are emotional, brands have body language as do humans, every interaction counts
- Long-term thinking about branding is mandatory
- Assessing ROI in a vacuum without taking into account the impact of the brand is ill advised
- Ad Age quote on advertising ROI - "either the impact on the brand has to be ignored, which seems incorrect, or it has to be put in as an assumption, which makes the analysis suspect"
- Instead of the death of advertising, it's had a rejuvenation
- Creativity is key and where we add value
- Right media choices at the right time is key
- Beware of "lies, damned lies and statistics"
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advertising, branding, IDG, marketing, Matt Dickman, social media, Techno//Marketer, web2.0
