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Mktg – Q&A Chuck Brymer;worldwide CEO of DDB

Prasad Sangameshwaran

From one standpoint Chuck Brymer is no stranger to advertising, considering that he entered the agency business straight out of college. Yet when he
was made worldwide CEO of DDB, the world at large wondered if a person from a branding agency — Brymer was heading Interbrand at that time — was the right choice to sit in the corner office. Probably, what won the day for Brymer was his ‘inside-outside’ understanding of the advertising business.

When BE caught up with him at the DDB headquarters in Madison Avenue, the natural question to ask him was what would he like to change about the advertising business. And yes, he had to give us three answers for every question.

Things that you would want to change about advertising.

The way in which we buy media. The agency business has often purchased media on specific measures like CPT, reach and so on. The time has come to measure media using a better layer like consumer behaviour and attitudes. For example, a set of consumers could watch a specific show. But they could be very different people. Also, increased usage of the Internet can help in understanding consumer dynamics better. The progression of ad agencies into communication companies, where ad agencies are involved in the management of media properties rather than just the commercial breaks and be more content driven. In Latin America, our agency has written soap operas. In the US we have a musical group touring the states. We must aim at creating integrated communication opportunities , one that drives even aspects like product design, packaging and sales promotions. Change the structure of agency in a way that there is more integration with clients. At present, agencies work in silos.

Lessons from Bill Bernbach , the co-founder of Doyle Dane Bernbach (DDB)

The future belongs to the brave The purpose of business is to sell . Anyone who forgets that is a phony and ought to get out of the business What we do can shape culture and society , benefit society and elevate it . We have to be an enemy of the ordinary

Things you hate about awards ceremonies.

Losing The time it takes to sit through an entire awards nite Too many of them

What can change at Cannes Lions

Keep focus on work . Cut down the number of attendees . Now it becomes a social gathering rather than a place where you can evaluate work and imbibe learnings that make you better Better deals in the pricing of hotels Try to got to bed earlier

Three things that need to change at Madison Avenue , the mecca of the ad business

Change of mind Change of heart Change of attitude in the way you work

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October 22, 2009 - Posted by | Uncategorized |

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