Loading ...The advertising industry is experiencing a tremendous transition. In the past, the advertisers had control over consumers, but that is not the case anymore. Now, consumers have the control, which means they can also reject ads.
In addition to the changes, the advertising industry has been hit with a hard blow from the economic downturn. However, the advertising industry is far from being over as Steve Hayden, the Vice-Chairman and Chief Creative Officer of Ogilvy Worldwide, so eloquently explains in the above video. His words should not be taken lightly since he co-created the 1984 Apple commercial that launched the Macintosh computer, led the team that produced IBM‘s award-winning e-business campaign, and his clientele at Ogilvy has included Kodak, Motorola, Dove, American Express, and more.
With advertising, on one side lies the “fear” factor and on the other side is the “love” factor. Given the changes in the industry and the impact of the economy, it is no surprise that there is a sense of “fear” among advertisers. Steve developed a tool called Hayden’s Mandala that describes the cycle a business or even a person experiences when facing changes. The stages of the cycle include:
1. Fear and Arousal
2. Intelligence
3. Intelligent Fear
4. Arrogance
5. Intelligent Arrogance
6. Stupidity
7. Arrogant Stupidity
8. Cowardice
To counteract the current fears among advertisers, Steve introduces 3 new innovations that pushes the fears aside and brings back the spirit of excitement and love to advertising. They are: Intelevision, Bunkspeed, and Ogilvy PR’s Digital Influence program. These innovations prove that the advertising industry is still very much alive in spite of the obstacles the industry has encountered. As Steve says, many valuable inventions and developments resulted from the Great Depression and as evidenced by his 3 examples, the same could happen today.
I find this video to be very informative.
good insights from a very intelligent man into this rarely taked about “Fair” in undertaking any business activity.I will definitely watch this video again and again
thanks for the opportunity of sharing it
True advice on Advertising. I found one small news paper so tight in working together that they are expanding when others are closing down? I have never see a small news paper runing like a small smart happy family. From the minute you walk in the front door to waving goodby when leaving it a real treat to see this company in action. They welcome visitors from the start, every member is a team member offering solution, suggestion to help you with your small business. They make the extra effort even taking interested customer to purchase your product at your store location, or locations. Every person in the company really knows the bottom line “when you make money so do they” one woman working at the other end of the counter made a suggestion and the woman I was working with listened to her solution and incorporated it, all to save time and money. It is with great please I leave the company name “The Reporter” in Vacaville, California.
Its refreshing to watch and listen to a giant of advertising share his knowledge so openly. I could watch him for a lot longer than 10 or 12 minutes, but I’m grateful for the time he gave us.
Thanks!
OH,OH,Its by far the best package in this industry right now!
HAVE A NICE DAY!!
Ruth
http://trackthatad.com/i/r.asp?r=99558
What a treat to hear one of the greats of advertising speak and share his knowledge! Thank you!
Until I found this I touhght I’d have to spend the day inside.
Make no mistake … the advertising industry is innovative. And resilient. Just take a look at Vuitlive. A response to the downturn, or evolution?
Advertise never ending…,good info…
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To counteract the current fears among advertisers, Steve introduces 3 new innovations that pushes the fears aside and brings back the spirit of excitement and love to advertising.
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Great blog you have here but I was curious about if you knew of any community forums that cover the same topics talked about in this article? I’d really love to be a part of community where I can get feedback from other experienced people that share the same interest. If you have any recommendations, please let me know. Bless you!