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IAA World Congress: Maurice Levy exhorts industry to rediscover the power of the ‘idea’

IAA World Congress: Maurice Levy exhorts industry to rediscover the power of the ‘idea’

Author | Anurag Batra | Wednesday, Apr 09,2008 9:00 AM

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IAA World Congress: Maurice Levy exhorts industry to rediscover the power of the ‘idea’

Maurice levy, Chairman, Publicis Groupe, exhorted the global advertising and communications industry to rediscover the power of the ‘idea’ and recognise the fact that people were central to the business of communication. Going forward, Levy said that technology would be an enabler for the agency of the future.

“We are not afraid of Google, Microsoft, Yahoo! or ‘Microhoo’ in future (which essentially could be a possibility if Microsoft and Yahoo! come together) as they give us tools to marry the idea with tools that help scale up agency operations to analyse data.”

Levy also believes that the art and science of emotionally connecting with the consumer in an increasingly fragmented media world would be central to the agency of the future as the agency would use digital tools to create content in a context and carry them to the consumers using various channels of distribution.

He further said that in the past, too, there had been doomsday predictions that agencies would be annihilated, but they hadn’t come true. The agency and the industry had responded to the changes in the environment and morphed themselves to create value for the clients, he added.

Levy vociforously and quite convincingly shared that he believed that the business that his agency was involved in was creating value and that increasingly, intangibles would have more and more value.

And while sharing his views, Levy maintained that he was not “whistling past the graveyards” of the agency business.

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