Something I wrote in July 1994.
That’s more than 24 years ago …
It’s all come true …
THE WORLD IS GETTING SMALLER
Borders are disappearing. Walls are tumbling down. Curtains are parting. Phones are more accessible. Calls are cheaper … and portable.
Faxes are better than telexes. Videoconferencing is almost as good as being there. But being there is not that expensive anyway.
Don’t bother flying over. I’m online. Virtual office, virtual reality, who cares where on this planet you are? Just keep in touch. One telephone number wherever you roam. Are you sure you want to keep in touch? Don’t call me, I’ll beep you.
French water in Mexico. Mexican beer in London. Burberry’s in Hong Kong. Chinese food in Moscow. Russian vodka in Athens. Gyros in Jo’burg. Kwela in Milan. Armani in Beijing. Ginseng in LA. Spago’s in Tokyo. Rebirth in Detroit. Coca-Cola (always) everywhere.
RAM. ROM. 286, 386, 486, Pentium. Windows or Apple? Power PC by IBM, Apple and Motorola. There’s more computing power in my Apple Powerbook then there was in the entire computing department at the University of Cape Town in 1969.
It’s in the mail. E-mail? Voice Mail?
Here today and gone tomorrow? Snapple. Swatch. Absolut. Aids …
MTV. HBO. CNN. QVC. PPV. Movies on demand. Surf. Stop. Interact … Did you say 500 channels on the information highway? Where’s my agent?
Move! There is no speed limit here. Video game reflex … just do it. And, if it’s not perfect this time, just do it again!
Massive markets.
Not mass markets.
With so much choice the consumer finally is king.
Massive media.
Not mass media.
I’ll watch what I want when I want.
The rise of a new individualism.
The future.
One place.
Earth.
No more target markets.
Individuals.
Targets.
“Dear John …”
Do you really want a 30” spot on network television?
KEEP THE CLIENT
Here’s the problem with advertising. It’s a service business. Keep the client happy (if you want to keep him). Beware of change. Defend your turf.
And then he catches you by surprise. Thanks to some consultant, or an internal management reshuffle, a book on the bestseller list, some bright young kid with a crazy idea, or the guy with the agency in Portland … you’re old … you’re out of touch … you just don’t get it.
You’ve lost his respect.
You’ve lost your glamour.
You’ve lost your mystique.
You’ve lost your touch.
You’ve lost your authority.
You’ve lost your leadership.
You’ve lost your client.
Oh shit.
HE NO LONGER THINKS THAT HE NEEDS YOU
And he’s right.
So he seeks out the man with the knowledge …
KNOWLEDGE IS POWER
The world may be smaller but it’s a lot more complex. Things might be the same but they’re incredibly different. Evian in Paris is different to Evian in Rio. Same brand. Different meaning. Different role in the life of each individual. It’s like … the united colors of Benetton.
One world. Billions of people.
It’s all the same. It’s totally different.
