To celebrate the 10th edition of
NMA Top 100 Agencies they are asking a bunch of guys who managed to survive the past few years for their thoughts - mine below. Please add, ignore, delete...
1) What inspired you to start working in interactive?
In '95 two days before the pan european print and poster advertising review I had painstakingly spent weeks collating via post, ups, fax and and old school 4 colour printouts, which was carefully laid around my desk, the cleaner at saatchi & saatchi threw the lot away. 48 hours of hell ensued during which I made enemies across the whole of the network and couldn't help but think "there must be a better way". Out of that frustration 'saatchi brains' an internet based digital asset management system was born. Everthing I looked at from that point I kept thinking "there must be a better way" and it went from there.
2) What has been the biggest challenge of the past ten years?
The digital chip on most digital peoples' shoulders
3) What's been notable about the way client needs have changed?
The used to need to be pushed, now they need to be held back.
4) What's been most overhyped in our industry? What’s not been hyped enough?
Over - The digital consumer
Underhyped - The consumer
5) What innovations are just around the corner that excite you?
The whole notion of Innovation Marketing; the phrase that McKinsey coined afew years ago. An 80/20 budget split; 80% on what you know works and 20% on measureable innovation. This will radically change how we and our clients work and are remunerated.
6) How does the agency landscape need to change?
Apply 80/20 to yourself. Send out tug boats - some will sink, some will drag you in the right direction to survive.
Tags: giles rhys jones
