A visit to the IOD annual convention – how the other 99.9% live

I attended the IOD annual convention this week and it was an eye opener. Occasionally we need reminding of how the other 99.9% live. They do not live at the digital speed of light. The do not get their news from twitter. They do not skim Tumblr. They do not care that Instragram was sold to Facebook.

They do know they need to change though.

They know because Kevin Roberts, CEO of Saatchi&Saachi told them. He is apparently the only speaker ever to be invited back to the IOD annual event, and it’s clear why. He was energetic, passionate and he probably scared the hell out of them. “Marketing is dead” is always and interesting opener to a room full of suits.

“There is nothing new” he went on “we are in the age of now”. He challenged the audience to become Creative Leaders. And he told them to forget the “big idea”. It’s dead too btw. The now is about iterating constantly i.e. what I’ve referred to previously as Agile Creativity.

To people who live and breathe digital marketing this is nothing new. It’s how we live our lives. To the other 99.9% it’s probably like being spoken to in Dutch.

Bottom line – it’s no longer ROI as we know it. Forget Return on Investment and pay attention to Return on Influence

If you’d like to get a feel for what else he said you can read a summary here: http://www.saatchikevin.com/Shake_It_Up/

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About Robin Charney

As AAR group's Business Director for Digital, I work with the senior leadership of leading agencies to help them improve their new business and marketing practices I also work with some of the UKs leading brands to help them find and appoint agencies for their Digital work. If you're an agency/consultancy wanting to learn more about what we do or a brand looking for help with either appointing a new agency or evaluating your current agencies, please feel free to get in touch. In addition to the AAR, I produce Collision(@colisn). Collision is a series of London events that brings together Adland and Techville. Its goal is to bring together senior leaders in advertising and start ups to foster more collaboration, conversation and get them hatching evil plans together. www.colisn.com.
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