BIG’s Blog: Assume He Is Right

Recently, Kevin Roberts, the CEO of Saatchi & Saatchi Worldwide, one of the top five largest advertising and marketing agencies in the world, made the claim, "Marketing is dead."

Mr. Roberts made this statement in his keynote address to other advertising and marketing executives and went on to defend his claim by explaining, "We have a much higher calling now. Your role is not to market stuff at people, but to create a movement. You've got to create a movement and inspire people to join your movement . . . We've moved from interruption to interaction."

What the heck is this guy talking about?

Higher calling? Are advertising agencies going to start a “movement” to get people to buy McDonald's hamburgers, Ford cars and trucks, Kenmore appliances or Tide detergent? 

A movement? Really? 

Okay, so what is happening here?

Here is my take:

The traditional advertising agency and marketing world is seeing what is going on with social media (Facebook, Twitter, et al) and it scares them to death. Unlike traditional broadcast media (TV, radio, print, et al), where the message is “pushed” to consumers, and agencies know how to make money placing media buys, the huge growth and reallocation of marketing dollars to Web-based media and social media where agencies don't make much money is troubling for their business models. 

They see that social media in particular isn't about overtly “selling” things.  Anytime some company tries to sell on social media, there is a huge push back.

As traditional broadcast begins to decline in effectiveness, and more companies want to be in web-based media, the agencies are beginning to feel at risk. If they are going to remain relevant and bring value to their clients, they need to help their clients position strategically  in a way that is in synch with the media. And for social media this means proffering the positioning of “creating a movement.”

It might surprise you, but I believe Mr. Roberts is dead-on with his idea of “creating a movement,” especially through social media. But I don't see this being effective for commercial companies like McDonald's, Ford, Kenmore or Procter and Gambles' Tide brand. Frankly, that is just silly. But web-based social media is perfect for creating movements about things people are passionate about. Like for instance . . . your organization???

Hello?

But the use of social media isn't just “bolting it on” to your current direct mail and planned giving. It is completely different! 

-Mike

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