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edward cotton

If he means this, it's wrong.

Sure, there needs to be some control, some boundaries and ad agencies still need to develop ideas that inspire.

The difference, agencies need to compose Ideas that can be molded, changed and morphed and taken by people/performers and be transformed into new tales.

David Koopmans

I haven't read the full article (can't get in to the subscriber only site) but if your representation of Saatchi is right, it doesn't surprise me too much.
He is right in one thing; the old advertising world has changed forever. However his perscription appears to be straight from the old advertising world of thinking.

It is a simplistic idea that comes from a culture that essentially believes that consumers (aka people, I like that)are there to be crudely manipulated.
In my mind the focus, company marketing budget and energy should shift back to real product and service differentiation instead of these attempts.

John Roberts

Been there, heard that. He's a master of recycling.

In 1987, after Saatchi & Saatchi had acquired Ted Bates, we at Bates in NY were asked to adopt the Saatchi UK one word method. Back then it was called "Brand Essence".

Saatchi is all about provocative propaganda that captures the imagination (and headlines). To Saatchi "strategy" is just another art form. This makes for a good read and stimulating discussion. But remember he was also selling unadulterated Ted Levitt and one-size-fits-all global marketing in the 80's, too. Very cool stuff to present to clients at the time but the thinking and execution lacked depth and breadth.

The best work right now is being done by creatives putting together engaging content that reinforces across platforms. This struggle to weave together a focused and powerful communication is different and bigger than the Saatchi premise.

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