"The most exciting time to be an advertiser has just begun!"
Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi and head of a global workforce of 7,000, sat down for an interview with the *NZZ am Sonntag*. His thesis: Today, the consumer holds the reins.
Kevin Roberts, head of the advertising agency Saatchi & Saatchi and head of over 7000 employees worldwide, gave an interview to the "NZZ am Sonntag". His thesis: Today, the consumer is in control.
Most advertising is boring because many advertisers are stuck in the information age and have not yet caught on to the new age. It is no longer enough to do marketing in the same way as in 1940. The Internet revolution has only just begun and the consumer is now the boss. Despite this - or perhaps because of it - Roberts says that the most exciting time to be an advertiser has only just begun. Precisely because all the power lies with the consumer, they should not be bored with bad advertising. According to Roberts, the "age of attraction" has only just begun, in which advertising must entertain, stimulate, inspire and, above all, emotionally involve the consumer.
Incidentally, this also applies to newspapers. They should increasingly take advantage of the fact that people are optimistic by nature and believe in a better world. The motto here is not more news and not more paper, but the high credibility of journalists. Roberts sees the role of newspapers as explaining to readers what they should do with all the news flowing in every day. Newspapers have to tell the reader what to do. In the future, business will be done by those products that are not only respected, but also loved. After all, 85 percent of purchasing decisions are emotionally driven. In order to be successful and loved, two things must be offered: Mystery and sensuality.
Advertising will also have to be sensual and interactive in the future. According to Robert's forecast, all advertising will be interactive in the next five years.
Most advertising is boring because many advertisers are stuck in the information age and have not yet caught on to the new age. It is no longer enough to do marketing in the same way as in 1940. The Internet revolution has only just begun and the consumer is now the boss. Despite this - or perhaps because of it - Roberts says that the most exciting time to be an advertiser has only just begun. Precisely because all the power lies with the consumer, they should not be bored with bad advertising. According to Roberts, the "age of attraction" has only just begun, in which advertising must entertain, stimulate, inspire and, above all, emotionally involve the consumer.
Incidentally, this also applies to newspapers. They should increasingly take advantage of the fact that people are optimistic by nature and believe in a better world. The motto here is not more news and not more paper, but the high credibility of journalists. Roberts sees the role of newspapers as explaining to readers what they should do with all the news flowing in every day. Newspapers have to tell the reader what to do. In the future, business will be done by those products that are not only respected, but also loved. After all, 85 percent of purchasing decisions are emotionally driven. In order to be successful and loved, two things must be offered: Mystery and sensuality.
Advertising will also have to be sensual and interactive in the future. According to Robert's forecast, all advertising will be interactive in the next five years.
