EightBlack.

Many moons ago, I worked for a big, bureaucratic telecoms company. But that company literally opened my eyes to the world of global business and how big corporates think. I was lucky enough to be on the global account team that looked after Procter & Gamble and saw first hand, on a trip to P&G’s headquarters in Cincinnati, how this giant works.

Fast forward to this article by Jim Stengel from P&G. He’s their Global Marketing Officer and he gave this speech recently to the American Association of Advertising Agencies. The speech, incidentally, is rapidly becoming famous due to the internet.

Why do we keep hearing these recurring themes? Blogging is the future, customers have taken control and want to engage with the brand or in other words - consumer engagement, content is king, secondlife, mainstream ad agencies are missing the point, the customer is moving much faster than the marketer,

Stengel quotes:

This reflects consumers’ increasing desire for self-expression–to be heard, and to be understood. Technology is simply the enabler. And in addition to enabling self expression, technology is also driving unprecedented levels of connectivity.

Maybe there’s something to take note here? What’s refreshing is that the world’s biggest advertiser has talent in the name of Jim Stengel who clearly understands that building relationships through their brands is the future of marketing. Hooray.

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This entry was posted on Monday, April 23rd, 2007 at 11:16 pm and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.