Excellent piece on the front page of the Financial Times today - Andrew Robertson the CEO of BBDO talking about the problems for traditional advertising and endorsing our view that mobiles will become a key ad medium.
“We are rapidly getting to the point where the single most important medium that people have is their wireless device,” he said. “It's with them every single moment of the day. It's genuinely the convergence
box that everyone has been talking about for so many years.”
And picking up on the fact that Ad Avoiders are winning, he talks about the challenge for agencies as they have to move from interruption to invitation.
“You have no way to interrupt because they can choose what they can do,” Mr Robertson said. “The opportunity is if you can create some content that they want to engage with, they can do that all of the
time from anywhere.”
He was speaking as BBDO issued a report on consumers views on mobile phones; BBDO "asked nearly 3,000 typical consumers in 15 countries to choose the communications device they would most want to keep. Forty-five per cent said their home computers, 31 per cent their mobile phones and 12 per cent their televisions. In China, 61 per cent opted for mobile phones, compared with 30 per cent for home computers and 4 per cent for televisions. The survey found that mobile phones users like to stay connected even while they are asleep. More than 60 per cent said they kept their phones on and within reach 21 to 24 hours a day, and 15 per cent said that figure was 16 to 20 hours a day"
We´re delighted that many of the smartest thinkers in traditional agencies share our vision of the future. The question for advertisers is whether agencies can do more that talk the talk - does their current business model and company structure allow them to embrace this new future. We find that Agency chiefs do want to move forward, but find themselves limited by the fact they are essentially factories devoted to creating TV commercials.
Big Picture believes the future belongs to more nimble agencies who are channel agnostic in their thinking and able to build talented project teams to develop whatever is the right solution.