Sir Martin Sorrell…don't you Think it Odd..

that an accountant has become the advertisingall these millions of (digital) advertisements, and, in
industry's spokesperson?turn, all these millions of pounds are spent. It
He was just an accountant at Saatchi & Saatchi andemerges that only 57% of consumers are inclined to
it was there that he probably witnesses just howtrust companies and resistance to marketing is also
easy it was to make money from gullible Clients!now at a peak, with just 6% of consumers admitting
Please return to those words, he was (is?) anto trusting any form of advertising!
accountant…not an Account Director or someHow to overcome this mistrust? Well the most
such grandiose title…just an accountant, andobvious thing to do is talk to the customer and try
now that makes him a leading authority within anand deal with the problem.
industry labouring under a heavy burden of doubt.Although they make uncomfortable reading,
When you read any of the interviews given by thiscustomer moans can provide valuable insight to
illustrious figure, never once does the wordmarketers on what customers really think of their
"communication" pass his exalted lips, why, becausebrands.
he knows nothing about the process ofIt is now a universally acknowledge truth that all
communication.organisations need to communicate with their
Probably doesn't want to because he is making hiscustomers using any device or method that works.
money with an investment in highly inefficientAnd the truth is that interactive communication,
industries, inefficient that is, to their Clients! - namelyproperly executed, is the means for anyone to have
advertising/marketing/media agencies."conversations" with their customers.
It is also interesting to note that he, like manyIn 2004, New Yorker columnist James Surowiecki's
others, keeps bumbling on about digital…notbook The Wisdom of Crowds explored a deceptively
communication, as they should be, but digital.simple idea that had profound implications. As he said,
Thus it would appear that in advertising it has"Large groups of people are smarter than an elite
become an evident truth that digital w ill continue tofew, no matter how brilliant; they are better at
grow as a force. The only question is how fast.solving problems, fostering innovation, coming to wise
But as digital marketing continues to capture addecisions, even predicting the future."
spend-as well as headlines-it is worth rememberingThat is why ideas such as "Shopper's Voice" work so
the basics that underpin good effective marketingwell, and that is because it is interactive! More and
communication.more developments are emerging behind this concept
We all know technology is prompting revolutionaryand it has already spilled over into packaging, product
changes in marketing at all levels all the time.design, marketing and a whole host of other ideas.
However the key for marketers is to adapt toThis is truly a big idea and the energy and creativity
developments and use new marketing tools in waysit taps are set to be major drivers of competitive
that makes sense.advantage in the near future.
The growing importance of digital has led to internalOn-going dialogue is crucial for the success of any
jockeying within some companies and in agencies asmarketing communications programme. Involving your
those dealing with direct budgets vie with those thatcustomers with your product is a way of pulling them
handle conventional advertising for control over onlineinside your business and securing their
spend. Oh dear…will they never learn?loyalty…interactive is the way forward!
Meanwhile out there in the real world, the world were