6 Preview Issue theibcdaily
60 Seconds with Miles Young
Miles Young is CEO of Ogilvy & Mather Worldwide, one of the world’s leading advertising agencies. He joined the company in 1983, and has seen the company expand significantly in terms of size and market share since then. He is keynoting ‘The New Advertising: How the Medium and the Message are Adapting to the New Digital World’. (8 September 14:00)
How would you say
advertising has changed since you joined Ogilvy & Mather nearly three decades ago? Then, everything was packaged into neat little packets, TV, press, radio etc. Now, that packaged creativity has changed into pervasive creativity. We don’t lob individual packages at people any more, we create a content environment that consumers access.
What career achievement are you most proud of? Building a strong business in China. We were the first advertising business to enter China and are by far the largest. Also winning the Guinness business -- which was the one great pitch of my life back in the early 1980s.
What are the main challenges that the ad industry faces in 2012?
Revenue and sustaining growth. It’s very clear that things are going to be extremely difficult in Europe, and the first year of a
“It’s an inability to understand the nightmarish confusion of
problems and issues”
the way you go about communicating, i.e assuming TV is everything, for example, and that integration can happen after you’ve got a piece of advertising created, then it’s not at all relevant.
What are you most looking forward to at the Show? Just being there. Advertising isn’t at the heart of IBC, so it’s going to be fascinating to network and meet people.
How close are we to global advertising, or is localisation at national or even regional level still important? In some areas we’re quite close in creating platform ideas which cross borders. Having said that, it’s pretty clear that local or regional activity is still fundamental. The process of creating global advertising has to be bottom up as well as top down. If you just sit in a gilded tower in New York it won’t work. But it you create it as a cooperative effort involving people and harnessing insights from different markets, you’ll have much more chance of succeeding.
What is your all time favourite campaign?
David Ogilvy’s Rolls Royce campaign; it’s so elegantly written, so beautifully crafted.
new administration in the US might be difficult as well.
What is an American viewpoint on the European market?
Complete perplexity. It’s an inability to understand the nightmarish confusion of problems and issues. It just
Friday night is Party night
IBC is all about making connections. Most will be made in the conference rooms and exhibition halls, but that does not mean you cannot get to meet people in a more relaxed atmosphere, too. Which is why
IBC traditionally celebrates the end of the first exhibition day with the IBC Exhibitor Party. Starting at 18:30, the
Diamond Lounge becomes the venue for networking. There is plenty of good, simple food and
looks to people like it’s a crazy piece of knitting that’s unravelling. It’s seen as arcane and it’s worrying.
How relevant is the non- digital world to advertising nowadays?
The importance of an idea remains critical. But, in terms of
free-flowing drinks. There are quieter areas for conversation, strolling entertainers and games, and lively music for dancing. Something, in short, for everyone.
Gold and Silver Pass delegates receive invitations to the party, as do Friday’s Bronze Pass holders. Each exhibiting
Imagine that in 10 years time, we will repeat your panel. What new things would you expect to be talking about? By then I expect we won’t use the word digital. Digital will be so much what we do normally it won’t need to be described separately, and that will be a huge progress.
company has a number of tickets, based on the size of the stand, so hard-working staff can celebrate the successful end of the first day.
So take the chance to relax and unwind with fellow exhibitors. Join us at the IBC Exhibition Party, Friday 7 September from 18:30.
Plan your IBC trip
Now is definitely the time to think about accommodation for IBC. There is plenty of competition from the large number of hotels in and around Amsterdam, and deals are available for as little as €89 a night in the centre of the city, and even less if you stay a little further out, for example near the airport which is a short 10 minute train ride away from the RAI. You can start your
search on the IBC website,
www.ibc.org/accommod ation. There you will find links to a number of travel operators, including the RAI Hotel and Travel Service. All of these companies are committed to providing the best deals for IBC attendees. Through these operators’ sites you can pick the hotel that suits your needs and your budget, then book online.
IBC constantly strives to make a visit to IBC affordable, and many of the hotel prices this year are at the same rate as last IBC. An event the size of IBC fills the city and so pressure on hotel prices is high, but you should be able to find accommodation, especially if you book through an approved agent.
The agents can also help with flights, transfers and other travel arrangements – even renting a bike. But hotel rooms are filling quickly, so book now to get the accommodation you would prefer.
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