THE POWER OF THE ATTRACTION ECONOMY
The Attraction Economy tells us why the future belongs to those who can make emotional connections in the market.
From Attention to Attraction…
One certainty: Most of you in this class will find your future in the Attraction Industries – entertainment, packaging, interactivity, research, marketing, innovation, telecommunications, event creation, publishing, gaming, talent, in store, tourism, hospitality, design.
MY JOURNEY TO THE ATTRACTION ECONOMY
- Working class Lancaster had few connections with the Attraction Economy. Limited choices, little engagement, one-to-many media.
- People say it is tough at the top but I found it much tougher at the bottom.
- Mary Quant – a fantastic attractor in Swinging London in the 1960s. She connected fashion, make-up and attitude to create a world-famous brand.
- FMCG Gillette and P&G – consumer attractors on a global scale. My time in emerging nations was a highpoint.
- PepsiCo – Attracting passion and commitment with…a machine gun.
SAATCHI & SAATCHI – ACTION ATTRACTION
- From a client of advertising agencies, to Worldwide CEO of Saatchi & Saatchi.
- Founded in London, we are now headquartered in New York with a Network of 7,000 people in 84 countries.
- I signed up when the company’s Dream was faxed to me: “To be revered as the hot-house for world-changing ideas that create sustainable growth for our clients.”
- The art of the idea has become the only discriminator.
- Ideas can come from anywhere.
- Ideas that convince, persuade and illuminate.
- Our Spirit: Nothing is Impossible; One Team, One Dream
THE “REINVENTION OF ADVERTISING”
- The search for a new marketing model is futile. What we need are ideas that make emotional connections with consumers.
- Advertising and marketing have to transform if they are to survive in the Attraction Economy.
- The future of advertising will not to be found in new technologies or new media, new mergers or new acquisitions.
- The future of advertising lies in coming up with ideas big enough and simple enough to be brought to life over time in many or any media.
- This future will be shaped by Creative Connectors.
- People who can connect ideas and insights across telecommunications, media, advertising, marketing, art, design, entertainment, games.
- Job descriptions for account people or media people, planners or creatives are history.
- As an Ideas Company we are in a fantastic place to bring together clients, ideas, consumers, touch-points, media.
THE CREATIVE CONNECTORS WE ARE LOOKING FOR
- 20 percent of our people head off on new adventures each year. We love restless people. The average age at Saatchi & Saatchi is 27.
- We need Creative Connectors who are curious and collaborative whether their experiences come anthropology, web design, dance, video games, or art.
- People who want to explore different places and lives.
Example. Saatchi & Saatchi Switch is a global initiative. You can switch jobs with a compatible person in the Network for six weeks to expose you to new ideas and cultures.
- Creative Connectors who are passionate about ideas.
THREE SAATCHI & SAATCHI IDEAS
1. Lovemarks are Inspired Attractors
- From products to trademarks, from trademarks to brands. Nine years ago Saatchi & Saatchi set out to find what came after brands.
- Lovemarks transform how to connect with consumers.
- Lovemarks are rich in Mystery, Sensuality, and Intimacy. The most powerful human attractors.
- Lovemarks are built on Love and Respect.
- Lovemarks inspire Loyalty Beyond Reason.
- Lovemarks are owned by the people who love them, not by companies.
- Lovemarks can be anything people care deeply about.
2. The Screen Age Has Arrived
- The screen has stepped out of the living room. Into our offices, cars, stores, streets, hands, pockets.
- Screens are morphing. TV is becoming more game-like, mobile phones more TV-like, in-store screens more movie-like – even computer screens are easier to like.
Fact – Almost two-thirds of young adults (18-29) use their phones to send text messages. More than half use them to take pictures and almost half to play games. They use these features, plus Internet connections, about twice as often as cell phone users overall. CNN
- The use of television is changing. The big questions are not: “How will this play on TV?” but: How will this connect with consumers where ever they are? Can we get interactive and collaborative? Is this a game, a contest, a movie?
3. Sisomo Plays the Future on Screen
- Sight, Sound and Motion on screen have helped build Lovemarks for decades. Television has been the heavy-lifter.
- Now the digital revolution is transforming marketing, entertainment and technology. Our new word for this new world. sisomo.
- All revolutions start with language. You are the sisomo generation and this is your generation’s revolution. Generation X-Box.
- sisomo accelerates Lovemarks.
- sisomo makes emotional connections fast.
- sisomo puts the action into attraction.
- sisomo brings technology, marketing and creativity together.
4. The Transformation of Stories
- Saatchi & Saatchi is headed from master story tellers on TV screens, to story magicians on all screens.
- Great stories make the crucial connection with the imagination.
- An engaging story well told is priceless.
5. The Role of Business
- I ask everyone who works with me one question: are you determined to be the best you can be?
- The greatest thing you can do with your life is to be an inspiration to others. Not a leader or a manager, but an inspirer.
- The role of business is to make the world a better place for everyone.
- Philosopher Dan Dennett: the secret of happiness is to find something bigger than yourself and then devote your life to it.