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Opening Address at the Food Beverage Marketing Summit Montreux

I had a great time in Montreux at the Food & Beverage Marketing Summit. Some fascinating speakers. Here is my opening address for downloading if you are interested. It covers WB Yeats, Fernando Casasempere the sculptor from Chile, food labelling, connected communication, holy relics and sensory marketing...all in 10 minutes...!Download opening_address

Instinct Lives...

In an industry where the move to more accountable justification of marketing investments is in full swing, it is refreshing to see a major company go with their instinct in selecting their agency partner.

JC Penney shifted their business to Saatchi & Saatchi in the U.S. recently, the seed of which was sown when the JC Penney CEO heard Saatchi CEO Kevin Roberts inspire him at a conference.

Two things come out of this for me. Firstly, the emotional BITs (belief, inspiration, trust) between client and supplier is all too often undervalued in the chase for 'procurred services'. This example shows that agencies should not get fixated by the demands of the CFO and their procurement teams. Too much defensiveness leads to uninspired pitches for a start...

Secondly, let's look again who was inspired at JC Penney. The CEO. The person about whom so much is written in terms of their desire for efficient marketing investments, a search for reduced costs and focus on the bottom line. Yet they like to be inspired too. More focus on the Emotional BITs in a world of ROI justification might go a very long way...

Starbucks evolving their music strategy

Starbocks have announced that they are scaling back the number of stores that have CD-burning booths from 45 to 10. The idea itself has burnt out with the advent of the mp3 format.

On the face of it, their commitment to music seems out of touch with where consumers are right now. Yet this is more a company accepting that certain tactical executions have a short shelf life.

Their sonic strategy is still strong. They have created a powerful sonic identity that many would love to have themselves. A bigger emphasis on selling retail CDs is to be tested. Rumours in the U.S. also suggest tests for mp3 downloads instore and even a store designed more like a record store that also sells coffee. So many other brands have closer ties to music historically, yet have not capitalised on sonic branding the way that Starbucks have. Many can learn from them.

We are all Creative aren't we?

The word Creative conjures up very distinct images in the business world.

On the one hand, it refers to a number of individuals who have immense talent to turn vague client briefs into stunning advertising that powerfully connects the brand with consumers. Or they are overpaid pool players.

In a wider context, the word carries negative connotations. 'Creative Accounting' isn't too positive, whilst Finance Officers and Sales bosses of many companies continue to be wary of the word in the context of building business success.

Yet aren't we all creative? Every kid has a go with Crayola crayons, constructs something out of nothing, creates a story or has imaginary friends. All very healthy for the mind

Isn't it time to start celebrating Creative Thinking within organisations, rather than hiding it away?

That after all, is where great innovation stems from.