Archive for the 'comms change' Category

Good Quote

Your audience will hear nothing of what you say until you hear what you sound like through their ears.

 From http://www.bellpottinger-sansfrontieres.com/businessvalues.html

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Grand Union website copy

Have you ever had that weird thing where you’d had a mini thesis going around your head for ages and saw no connections whatsoever for it. Then all of a sudden you see someone saying *exactly* the same. Well it’s a bit of a shock for me to find it twice. Once on Modernista (although a shocking, up-itself site in so many ways) and then on the “About us” pages of a competitor’s site Grand Union (a lovely site, although I was amazed to find it so flash dependent). The following is a direct extract from their site

Changing World

We are going through a period of rapid change. What makes this period so difficult to predict looking forward is that many of the changes that are occuring largely by accident. Take text messaging as a good example. The networks were suprised by texting, they never promoted it, but it is still the front-runner in mobile’s evolution from it’s dependence from voice to data. In fact we send over a trillion SMS messages a year. The global revenue for this accident is $50bn.

In Denmark, VOIP (Voice Over Internet Protocol) minutes now exceed landline minutes. The consumer is embracing technological change virtually overnight. Skype has acquired over 100 million users in under 2 years. This makes me the fastest growing consumer application in history.

A New Model

We need a new model of communication. The consumer no longer views brands through the prism of traditional channels that help to inform their choices.

Moverover, consumers are still being bombarded with commercial messages (around 3,000 per day). They are unable to cope with the growing tides of information. It is no suprise that we are editing out commercials to get the content we want.

We agress with Jim Stengel of P&G when he says that brand communications require a new model. The consumer is no longer just a receiver of information and entertainment as in the old linear model

Change is Good

We love change. We live and breathe change. The agency was born because of change. Without it we wouldn’t be here. Born and raised on traditional advertising agencies we decided that enough was enough. If change wasn’t going to come from within then we’d have to do it ourselves. So we created Grand Union, an agency that seeks to unite consumers and brands via digital channels.

So rather than being solely reliant on pushing messages at consumers we seek to build relationships with consumers and thereby better understand what it is they need.

What we do

We leverage change as a competitive advantage. We are able to do this because we take a consumer -centric approach. We see the changes that are taking place and derive insights that help to keep brands ahead.

Our work encompasses more than just helping brands to adapt to new media formats. For example, we also help clients to adapt to changes in retail. This is already transforming the way some brands have to operate to influence the consumer.

How we do it

Grand Union is a communictions agency that specialises in the developement of digital communications including: advertising, web site development, e-commerce, e-mail marketing and other emerging technologies and channels.

We believe in a consumer-centric approach, building our solutions on strong strategic platform from which we develop innovative creative and technological solutions. While the agency specialises in digital communications we are made up of people with a variety of backgrounds including advertising, PR, direct marketing, games development, music and film-making. We believe this varied expertise enables us to provide more integrated solutions to marketing problems.

NOW if you set the marketing bollocks-o-meter off on that, you get a fairly high score but there are some very good things about it (imho).

  • The unpredictability of the marketing world now is scaring the hell out of people. People are seeing a previously ordered world as full of uncertainty
  • The understanding that it’s not about tactics anymore but about a full-blooded approach
  • The understanding that consumers de-construct marketing
  • The understanding that consumers *want* relationships with brands but that those relationships cannot be shams

There’s some intersting Space Race themes in there too, although as I’ve heard quite a few times recently, the digital agency assumption that the ad agencies are simply too slow to respond or don’t understand the issues is a little hopeful on their part. As far as I can see, many ad agencies know what is happening but are simply marshalling their troops and proceeding with some caution. Many of the heartland problems in the GU thesis – connecting with consumers and creating consumer-centric brands – are not *new* requirements but are merely being brought to the fore by changes in technology and communications.


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