Redefining Direct and Promo
Thierry Halbroth, ECD McCann Worldgroup, HK/ Direct Lotus and Promo Lotus Jury
Transcription:
"The reason’s simple, the technology influence is a lot of the things. Everything you learn on the internet, social media has changed things and everything has become a direct way of communication. We’ve seen that across a lot of the entries to a point where it is almost impossible or very very seldom [to] see a proper or something that doesn’t involve either Twitter of Facebook, or doesn’t involve a piece of technology that had been created. So, we’ve seen that. That’s the trend that I think will come. Well…it’s not that it will come; it’s actually already there. You will see [it] repeated across a lot of the categories.
It is now quintessential, pretty much, to involve that. And it’s also a reason why sometimes a very simple piece will come on it’s own without any technology and will cut through because if it’s really good obviously it will stand out. So I’m saying that because I don’t wanna feel that people out there should stop doing things and not innovate. It’s not about this, it’s about if the work is good, [then] the work is good. And if the work is good in the old fashion way, [then] it would still go through. If you have an intelligent jury that can really recognize that and that’s looking for this [then] they will acknowledge it. And I think in the results you will see that because we did actually blend the old world and some old fashion world with some very high-tech or very intricate pieces of work."
