Dichotomy. Think on this…
On one hand, the world gets smaller. But segmentation (on the positive side) and what divides us (on the negative side) seem to get bigger.
Archive for the ‘Ad Tech’ Category
Monday, June 12th, 2006
Corkscrews
So what do you think? I facilitated a session at a leading Consulting Firm and one of the partners said, “Without my computer I couldn’t do my job – I’d be lost.”
Interestingly, a number of the other partners challenged her. “What did we do before computers? You’re kidding right? What if you were marooned on a desert island…?” they asked. I’m sure you get the point.
- Like Mark Horn, i too feel happy working with my pen and writing pad. I never tire of telling creative people that the greatest computer is in your head. Solve the problem there, figure out the what and the how of the communication there, put it down on a writing pad and then hit the PC... you will end up ...Read more >Posted by Murali Gopal on 2006-06-15 05:45:45
- Creativity is one of the victims of technology, not only in advertising, but in many art forms. Great ideas are very difficult to see now days because we are distracted by spectacular skills of art directors who use their computers prodigiously creating beautiful images. But our business is all about ideas, ideas to sell our clients products, and even if ...Read more >Posted by Luis Gonzalez on 2006-06-13 16:43:34
- you've hit on one of my bugaboos (to continue the word theme here). sometimes working on a computer allows us to believe we are doing something when in fact we haven't come up with a compelling idea that will drive action — we simply have some interesting techniques or a nice layout. i'm at my happiest when i see people ...Read more >Posted by mark horn on 2006-06-12 20:42:12
Monday, January 16th, 2006
Dumb and Dumber
What is it about technology that creates so much fear and trepidation in the marketing world? Say the word and people tremble. Ask a question and executives break out in a sweat. Yet, is it worth delivering an idea and seeing nothing much happen? Despite the trembling and the sweats and the fear and trepidation, is it not worth a try?
It seems that maybe the terror of the unknown and the anxiety about failure, or possibly the dread of looking un-cool/un-hip, causes panic-related paralysis. It is considered better to ignore, hide behind ROI, budgets or resource allocation and hope that time is on your side. Either you will have moved on to another job and it becomes someone else’s problem (a real issue in a world where the average CMO is in the position less than two years, where they go for the short term instead of rocking the boat); or the sheer size and momentum of your business hides everything but the big obvious marketing initiatives – a phenomenon we have seen many times… And of course, does it really?
- Peter Drucker never faced Cylons. Or maybe he's a Cylon agent.
- It's true... 'Computers are dumb.' Until the communicators move into a new medium that medium doesn't reach it's full potential. It happened in Mail - where it was more important you knew 'the formula' than anything insightful about your audience. It happened in Online - where the early agencies were all technicians. And it will happen with the next new ...
- "Feel the fear and do it anyway" - I think it is a mind-set thing, there are business people who are 'yes-people' for a simple, boring, no-risk, stand-still approach to business - the 'dinosaur companies of this world' and there are a small proportion of people who are willing to put their head above the parapet and say what they ...
