ideas have no boundaries, they can strike anytime, and to
anybody and at any place. A great idea can give brands the
required impetus to explore new heights. This was what Steven
Gatfield, CEO, Lowe Worldwide, had to share in his session
at GoaFest 2008.
Citing several examples, Gatfield explained
how brands behaved differently with ideas that had made them
successful. Banking on such a platform becomes critical for
a brand to create impact throughout its lifecycle.
?Unlike most other professions, in advertising
it is possible for idealism and pragmatism to meet,? said
Gatfield on the ability of creative geniuses to transform
possibly any thought or idea into reality and thereafter get
the consumers to believe in that idea. He further said, ?We
are in an age where everybody has a voice, the power to participate
in whatever they want, and in the manner that they want.?
Taking cognizance of the rapid growth of New
Media, Gatfield said that Google, Yahoo!, Facebook, and Microsoft
? the giants of technology ? were all disruptors of traditional
media. They were the ones in the new media domain that constantly
created new platforms, engaging consumers with innovation
across multiple platforms.
Sharing insights into the future of advertising,
he said that advertising inventory would be delivered based
on relevance, and content visioning would demand a far bigger
array of ideas. He further said that these points could have
huge implications on the manner in which the ad world produced
content today. Gatfield shifted his point of discussion back
to the consumers as he explained the great deal of online
and offline ad avoidance that was hitting advertisers and
agencies around the world.
As for the spate of social networks, Gatfield
said that he wouldn?t be surprised if the current leaders
would give space to a huge number of social networking websites
to gain popularity. ?Looking at the progress of social networking
sites today, I won?t be surprised if all of us in this room
will have a social network of our own,? he remarked.
Gatfield also spoke about peer endorsement
and the trend of trusting strangers more than marketers. In
such a demanding situation, he said, consumer engagement was
critical, and added that marketing strategies should be called
as engagement strategies for that matter.
Commenting on the concept of idea management,
he said, ?We need to change our assembly lines, and by this
I mean our process should not be restricted. If you don?t
do this, you will always be stuck with same products all the
Concluding his session, Gatfield re-emphasised
on high value ideas. ?The high value idea is the future. It
is a shared map of a new terrain,? he re-affirmed.