Digital must be anchored at the heart of agencies

November 13, 2009

logoGuillaume Pannaud, who heads TBWA Paris, has named Philippe Simonet vice-president of the agency, alongside Anne Vincent. Here he uses the occasion to explain his vision of the integration of the Web at the heart of communications agencies.

Le Figaro: Why did you make a digital specialist your right hand man?

Guillaume Pannaud: It springs from the absolute and essential metamorphosis of our industry. Philippe Simonet is one of the pioneers of the digital sector, yet this is the first time in France that a talent from that area has joined the management team of a large agency. It’s an upheaval – there will be a ‘before’ and an ‘after’. Fifty years ago, agencies were trying to integrate television into their offering; today it’s the turn of the Web. This process must be carried out at every level of the agency – and not via external growth or complex agreements. In that respect, two different visions are confronting one another in the market.

You’re subscribing to a logic that has already been adopted by TBWA at a global level.

GP: Branches of the group worldwide have recruited digital specialists and that has borne fruit, as TBWA now handles the interactive accounts of Pepsi, Visa and Adidas internationally.

Why not create a separate digital entity, like TBWA Interactive was before?

GP: That agency was founded within our marketing services arm, Tequila, two years ago. But today interactive must be anchored in a permanent and strategic manner at the heart of agencies. As for production tools, they can be externalized or outsourced – as is the case with regular audiovisual production – or indeed integrated. These are tactical or secondary choices that will be driven by the evolution the market. But TBWA certainly doesn’t want to get involved in a digital agency acquisition spree. That results in a juxtaposition of businesses and, inevitably, in the departure of talented people. On the contrary, TBWA wants to integrate them.

How do you explain the scarcity of digital talents in such a vibrant sector?

GP: You can count on the fingers of one hand the pure digital agencies whose breadth and savoir-faire are compatible with our mission as brand advisers. Their managers are sought-after by the entire market, because there’s such a huge need for them. And the talent battle has only just begun, because it’s not the production tools that count – they’re available to everyone – but the genuine advertising talents who are capable of responding to the new challenges of communication.

Read the full interview in Le Figaro or click HERE.

If you have any comments please email Ulrich Proeschel.

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Why East is best

November 9, 2009

mad-blog correspondent Mark Tungate reports from Berlin.

When I visit Berlin these days, I always stay in the former East. There are many reasons for doing this. The buildings seem older and more charming, the shops and galleries cooler, the inhabitants more bohemian, the coffee houses cozier. But it’s also simply because I can.

I was 22 years old when the Wall fell, still a young journalist working on a small suburban newspaper. Although I yearned to be here in person, I watched the whole thing on TV. Hard though it is to believe today, it was not easy back then to book a flight and hop across to a European city on an impulse. We couldn’t go online and reserve our e-ticket.

But now I can do all these things, staying in East Berlin is a kind of revenge for a missed opportunity. I’m particularly delighted to be here this weekend, the guest of an advertising agency, of all things, with offices in the East – how’s that for a symbol? Tonight, like thousands of others, I will make my way to the Brandenburg Gate to watch the celebrations. From the East, naturally.

Mark Tungate is the author of the new book : The Past, Present and Future of Luxury Brands.

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Celebrating Togetherness at the Brandenburg Gate

November 9, 2009

Today at the Brandenburg Gate. Bringing people from the East and the West together. Together is better. Send us your expression of this big idea.

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If you have any comments please email Ulrich Proeschel.

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Disrupt history

November 9, 2009

Twenty years ago today, the Berlin Wall fell. Chroniclers called it The End of History. Nobody had foreseen the fall of the Wall that day, but tumble it did, teaching the Politburo along with the rest of us that the unexpected is the only thing you can rely on. And in those same joyous moments, the people of East Germany proved decisively that nothing is more powerful than an idea whose time has come. They disrupted history by tearing down a wall that divided not only East and West Berlin, but the entire world. By crossing borders in every sense of the term, they created a better future for mankind.

The fall of the Berlin Wall is an archetype of the idea of Disruption. The convention of the time was that this was a bi-polar world: East versus West, Communism versus Capitalism. By October 1989 more and more people in the GDR had begun to believe that this was not a concrete fact, but an antiquated way of looking at reality. They overcame the convention and created a new truth. They were aided by the fact that this truth had been a wish for some time: it was even written in the German constitution, where reunification was a declared goal of the government.

Disruption is about anticipating change; it’s about creating and imagining new possibilities. Is there a better example than peaceful revolution leading to the reunification of a country? Disruption is not an instrument or a collection of rules. It is first and foremost a way of looking at the world. Disruption is liberation.

If you have any comments please email Dr. Simon Walter

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Together is better

November 9, 2009

Tassimo_BILDToday, at the day of the 20th anniversary of the fall of the wall. Some brands are actually able to celebrate with the people. Tassimo, a Kraft Foods brand, behaves accordingly to its brand belief: Together is better. In everything Tassimo does, it will support and push forward the ideal of togetherness. Tassimo makes it easier and fun for people to come together – no matter their origin.

See the ad, the brand runs in todays edition of BILD Zeitung. Tassimo is handled by the TBWA office in Berlin. The ad says:

Alone watches. Together does.

Alone is silent. Together shouts.

Alone stays. Together happens.

Alone excludes. Together unites.

Alone doubts. Together celebrates.

Alone is concrete. Together, the hammer.

Alone is a wall. Together is a bridge.

Together is better.

20th anniversary of the Fall of the Berlin Wall.

If you have any comments please email Ulrich Proeschel.

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20 Years After

November 9, 2009

Berlin has transformed into something completely new.

Its unique mixture of creativity and disruptive behavior has made it one of the world’s most compelling cities. It has become the destination of choice for creative minds, attracting artists from around the globe. It symbolizes creative freedom and the opportunity to forge new identities. Here people think differently, speak differently and – as we’re about to discover – party differently. Welcome to the city where the 21st century began. Join us for a week of special reports.

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Logic is Kryptonite, the stuff that killed superman

November 3, 2009

Before John Hunt presented his book “The Art of the Idea” during a presidents lecture at the Berlin School of Creative Leadership last night, he shared a couple of his observations at the Berlin office of TBWA. As an award-winning playwright, author, and Worldwide Creative Director of TBWA, John Hunt has witnessed again and again the power of original thinking to transform both companies and individuals. In The Art of the Idea, Hunt addresses everyone from the global boardroom to the man on the street, bridging the gap with ease. Few can argue with Hunt’s claim that it is ideas that move the world forward, and he refreshingly articulates that anyone can play: there is no hierarchy to original thinking.

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Mad-Blog had a camera running so you can be part of the conversation between John Hunt and Stefan Schmidt (CCO TBWA\Germany) to get John’s opinion on how ideas relate to diversity, Google, apartheid, life or logic. Enjoy.

(Part One)

(Part Two)

Check out reviews of the book on adage.com and mad-blog.com.

More background, click here.

If you have any comments please email Ulrich Proeschel.

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The Audience is Always Right: 10106 Views

November 2, 2009
Ever since this presentation has been uploaded and presented by mad-blog.com it has been most popular with our audience. Obviously it is a interesting way to show that Media Arts thinking today is more important than ever. Get inspired and click through the presentation yourself. Over 10,000 other people have done it before.
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