Home > Uncategorized > ad:tech NY 2009 Keynote

ad:tech NY 2009 Keynote

This past November I had the opportunity to attend ad:tech NY, as Compete had a booth space on the exhibit floor. I was fortunate enough to sit in on the keynote from Sir Martin Sorrell, CEO of WPP.  For a quick background – WPP is the world’s leading Marketing Communication services company. It has about 145,000 employees around the world and owns companies such as: Ogilvy and Mather, Hill and Knowlton, TNS, Omniture, Grey and many more.

Sir Martin has such a unique perspective and view of the global marketplace from his position as CEO of WPP, world travels as well as other involvements. For instance at one point during his address, he mentioned how the week prior he was in China sitting on the mayor’s board for Shanghai.  The title of his address was What’s Coming Down the Line? He spoke about a variety of topics, and one that I found very interesting in relation to our class is the power and growth of online. He says that we are seeing a shift in power and a war for talent as new media and the web are growing. These media are more attractive to a younger and more tech savvy group of employees…which is changing the industry culture.  Older advertising executives may be less willing to learn the new technology and resistant to change as they head into retirement. And in their places are younger, more digitally focused professionals – that want a laid back, entrepreneurial, and  flexible work environment.

He also spoke about corporate social responsibility and innovation. In many ways technology has influenced social responsibility and we have seen many foundations rise because of it, for example, The Gates Foundation, The Murdoch Foundation as well as work from Richard Branson.  Sir Martin said that, “doing good equals good business”. It allows brands to build longer term meaning for their causes and companies. Consumers now, are more conscious of what they are spending on and I think we have seen this over the past few years with the green, eco-conscious movement. In some cases consumers may even be willing to spend more for a brand if they believe in its cause. Another great quote from his address, “You can have innovation without a brand but you can’t have a brand without innovation”.  This definitely rings true as we see so many companies being creative with their marketing strategies and it will certainly be interesting to see what innovation emerges as we begin to come out of the recession and move forward.  Below is a clip from Sir Martin Sorrells keynote at ad:tech NY.

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