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From 'The Mobile Indian'
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There are uncanny parallels between why people hop pubs and switch jobs, with special focus on agency life.
David Ogilvy's statement that clients get the advertising they deserve finds fresh support. There is new proof that a client's behaviour is the key that unlocks significant improvements in agency output.
Differentiated content, and not advertising revenue, should be the cornerstone of a TV channel's business plan. Addressability and digitisation, for the first time, will transfer the power to the subscriber, who will choose the channels that he wants to watch and will pay for them.
In advertising, the passing on of secrets is the centre piece of diplomacy.
People, given the dichotomy of lonely lives in a crowding world, are aching to connect back with people in the real way.
This is in response to countless agency meetings in client boardrooms where the agenda is to 'build a brand'.
The old polarity between creativity and effectiveness is no longer generally acceptable. Times have changed and the Holy Communion between creative and effectiveness has reached a new high.
The medium of marketing can be traditional or digital, but the fundamentals do not change.
