I was most taken with the comment headlining this post - a quote from Craig Barrett, founder of Intel, last night, courtesy of and Oxford Business School event I was lucky to attend. It reminded me that one of the things that digital marketing has taught the industry in the past ten years is about remembering to innovate. Advertising people talk about innovation rather a lot, but rarely deliver it. Because we have people with ‘creative ‘ job titles, we think we have a god given right to talk about innovation. Wrong. Most of the innovation in our industry comes from technology changes, and insight into consumer’s use of technology. I’d like to ‘shout out’ as Jamie Oliver might say to the technologists who solve problems, make stuff happen, think of new stuff every day. We are closer to how magical that can be in a ‘new media’ world than perhaps some of the new entrants are with their mad men ways. I do think that belief in innovation will become an important differentiator in the not too distant future. It true that creative content generators take advantage of technology, and put it to brilliant use, but they’d be sitting twiddling their thumbs most of the time without clever people who invent things like the internet, make the cinemas 3D, make the computers work. I guess the true test of successful innovation is imitation. And we’re really good at that, aren’t we?
Alastair Duncan
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Member since: 03 Jun 2008
Last login: 18 Nov 2008
Total Posts: 56
