Month: May 2016

Google is going after TV dollars. Are we ready?

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It has been all over the news that Google is going after TV dollars. Makes sense for them. Does it make sense though for advertisers? Some key questions arise. How will we achieve traditional advertising metrics in the digital space? Do we need to?

As Google is now dynamically positioning itself as an alternative to TV, talking “traditional” language like lift in brand awareness (based on Nielsen measurements), makes it easier for advertisers to make the leap. However, as the digital and traditional media scenes are converging, digital and traditional agency teams need to converge as well.  What will the framework be? Transferring traditional awareness advertising into the new media scene is not as easy as transferring traditional awareness dollars. Creative will not be about 30 or 60 sec ads. Will not be just about the product. Will be more. Will be about the role of the brand in the world. The digital space requires that. A new form of creativity, that will build awareness of the brand within the social, vlogging and entertainment context of the new medium. Agencies need to figure this out. Quickly.

Why I like snapchat

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Snapchat has been for quite a while now, youngsters’ favourite social media platform. It is the favourite app of 13-30 year olds. And has recently also became my favourite too (so much older than this target group, actually shouild be banned! :-). At the beginning it seems too complicated to comprehend its user interface. But after using it, I realised that the lack of an interface, is its beauty. Which gives you a feeling of freedom, a feeling of less clutter… And I love that. Facebook and twitter have a huge ecosystem built around you, that makes you feel constrained and distracted. Snapchat is the opposite. No clutter, no major interface, just awesome technicalities offering the users the ability to be creative. Without a need to show off, without being interrupted, without cultivating the vanity of creating content to be “liked”. It is authentic, creative, humble, visual, democratic. And I love it !!!!

Qualities of a leader

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Humility and empathy are the cornerstones of great leadership. It’s shocking to see how often companies judge leadership (and promote people) based on results only. You make your numbers, you bring the results? Then you are a leader. Well, maybe you are not ! You may have a capacity to achieve your goals but that does not necessarily make you a leader. So what makes you then?

Ethos and emotional intelligence; integrity and fairness – that is what great leaders are made of.  Because these qualities lead to trust and respect. People should trust that you are going into the right direction, trust that their work will be fairly evaluated, trust that they will be supported and challenged, trust that they will be developed, trust that you will admit wrong doing if needed…And in order to gain respect, you need to demonstrate a few more things; that you walk the talk, that you pull your equal weight, that you have a genuine interest in the people and the job (and not only your career), that you are a “real person” and not a “corporate robot”… Only then you will become a leader, a person that people want to follow. Someone that will become a beacon for the rest and an asset for your company.

http://fortune.com/2016/04/27/quality-defines-leader/

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