Agencies Look To Engage Consumers – A Recap From Agency Executives
April 9, 2008 – 12:25 pmOk, so I have been on an “engagement” kick lately. What better than to look at how the big spenders, the agencies are looking to engage users? I blogged about Saatchi & Saatchi’s Toyota Campaign with YouTube a few days ago – the campaign was very well done.
Below is a clip of an interview that Kevin Roberts, CEO of Saatchi & Saatchi gave with Knowledge@Wharton of the Wharton School. A transcript of the interview can be found here, “
Saatchi & Saatchi’s Kevin Roberts: ‘It’s All about Getting to the Future First”
Paidcontent.org also interviewed Matt Spiegel, CEO of OMD Digital. Spiegel discusses OMD Digitals expansion goals.Finally in Today’s AdvertisingAge, Ira Teinowtz discusses, “Digital Engagement Top of Mind at IAA World Congress.” Discussed are the views of Interpublic Group of Cos. CEO Michael Roth; Microsoft President of Platforms and Services Kevin Johnson; Leo Burnett USA CEO Tom Bernardin; and Tribal DDB West President Elizabeth Ross.
The key pointers that I took out of these articles are that as advertisers we need to focus more on engaging and not just advertising. Perhaps all this “advertising” is to blame for the consistently decreasing click-through-rates which currently stand around .02%!
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