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Live @ IBM Smarter Commerce Global Summit Madrid: OgilvyOne Chairman & CEO Brian Fetherstonhaugh Speaks About The CMO Hotseat

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Brian Fetherstonhaugh, as the chairman and CEO of OgilvyOne Worldwide, has a unique vantage point on how brands are built, how corporate cultures are created, and what happens as the world goes digital. In the course of the past 25 years, Brian has worked hands-on with many of the world’s leading brands including, IBM, American Express, Cisco, Coca-Cola, Motorola, Unilever, Nestlé, Kodak, and Yahoo! Today, Brian leads OgilvyOne Worldwide, the interactive marketing and consulting arm of the Ogilvy Group. With more than 4,000 staff in 50 countries, OgilvyOne is at the forefront of the digital revolution. In 2007 and 2009, the Forrester Report ranked Ogilvy as a leading U.S. interactive agency.

OgilvyOne Worldwide Chairman and CEO Brian Fetherstonhaugh started our Q&A today here at the IBM Smarter Commerce Global Summit in Madrid by revealing who his favorite character on the 1960s-era AMC show about advertising, “Mad Men,” was.  Drum roll, please….It’s…JOAN.

Mainly, Brian explained, because Joan “gets things done.”

We then turned our discussion to the vast evolution IBM’s own marketing culture has endured the past two decades, and the opportunities and challenges presented by the changing marketing landscape for CMOs, whose tenures these days last an average 27 months.

Brian also discussed other key issues facing chief marketing officers during this time of great change, including the need for CMOs to focus on new talents and skills development. Before he jetted off to another city somewhere in the world, Brian left the IBM Smarter Commerce Global Summit, and you, with some valuable marketing advice.

And when you watch the video, never mind the Spanish waiter who entered the frame for just a moment: He was simply doing what we wish to see companies everywhere do best, servicing their customers!

WPP’s Sorrels: Flat is the New Up

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WPP’s Martin Sorrels sat down with The Wall Street Journal recently and answered some questions about the state of the advertising and marketing industry.

If you’re a subscriber, the full Q&A is here.

A couple of my favorite sound bytes from the interview:

  • Regarding the state of advertising spending around the world: Flat in the U.S. and Western Europe is the new up.
  • On the likelihood of ad spending returning to some sense of where it was before the downturn: We describe the recession as L-shaped, which implies that it will never go back to where it was before. The forecast for levels of increase in ad spending, both traditional and nontraditional, are pretty anemic for the next two or three years.
  • On the fact that a quarter of WPP’s revenues now come from digital, yet clients are spending only an estimated 13% of their marketing budgets there:  We know we spend up to 20% of our time online, so in theory spending should be up at 20%. It’s just natural conservatism, resistance to change and inability to adapt to change. I believe when digital budgets get to 20%, which will be in four or five years, we will be spending 30% of our time online.

Fellow digital marketers, prepare to continue with your Sisyphean task of pushing that digital marketing rock up that very big hill.

And get over it…life ain’t fair.

Look at it this way: The longer “they” take to get what’s going on, the more job security and slow, Darwin natural selection evolution type growth there’s likely to be in the digital marketing and social media milieu.

In a related video interview, Sorrels blamed this slow change on old media dinosaurs like himself being in positions of authority and being resistant to change.

Hey, at least he’s willing to call a spade a spade.

But seeing as you’re the steward (through Ogilvy and Mather) of much of IBM’s marketing spend, could you hurry it up already??

Written by turbotodd

September 22, 2009 at 5:58 pm

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