Interesting day at the tech' gathering over at Earls Court today.
Rory Sutherland, Executive Creative Director and Vice-Chairman of Ogilvy Interactive gave a keynote address which was interesting, if not laden with insights in need of conceptual development. What most grabbed me was his insistence that in the current climate we are seeing a shift from the obsession with the bottom line to greater consideration of abstract nouns such as trust. This invokes greater application of cultural/social factors over hard-nosed business, and on the surface appears contra to the notion of "accountability through digital" that has adopted mantra status.
He also made the argument of ideals over ideas (very reminiscent of Saatchi's Lovemarks) through an exposition of work done for Dove. Hmm, now do these same principles apply to Dove's brand stablemate, Lynx?
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- Andrew McStay
- I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.
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