"People have grown increasingly skeptical of packaged, canned, Madison Avenue-speak," says Russ Klein, Burger King's chief marketing officer.
"Interruption or disruption as the fundamental premise of marketing" no longer works, says Jeff Hicks, chief executive and partner at Crispin Porter + Bogusky. "You have to create content that is interesting, useful or entertaining enough to invite (the consumer). Viral is the ultimate invitation."
"Interruption advertising is in question, but I believe it will continue to be in the marketing mix. The challenge is to engage whole sets of consumers who are not convinced by traditional advertising methods." - Michael Wolf, Director & Global Leader of McKinsey & Company's Media & Entertainment Practice
".....20 to 25 percent of spending should finance well-structured experiments" McKinsey - Boosting returns on marketing investment
"Everyone in this room must be ready to embrace risk-taking for the sake of innovation, or we face the biggest risk of all: being left behind." Jim Stengel - Proctor & Gamble
" Brands are not being built on advertising. You're seeing this with more and more companies. If you fly Jet Blue, you talk about the experience. That's how you build brands today, through experiences." John Heyes - American Express
The noise is now deafening - marketing needs to change. Its time to experiment. What are you waiting for?[SRC Big Picture]
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