„Social Media is not the idea“
Keith Reinhard is Chairman Emeritus at DDB Worldwide and he is also known as „The Last Mad Man“. When he first came to Cannes back in the late 70ies the world of advertising was still clear. The categories were TV and Press. Today there are thirteen categories and the digital channels are undermining the traditional media. But despite all those changes one thing remains the same: “The emphasis of idea. The idea is always first”, Reinhard states in his interview with Till Hohmann, Chief Creative Officer at JWT, who talks to two of the big names of the advertising industry in his video blog “Caught in Cannes”.
Hermann Vaske, a legendary advertising and movie director is also left rather cold by the hype of the several new digital possibilities. Storytelling follows the same criteria since the days of the cave man. The idea is crucial. In the past people sat around the fire, today they click YouTube. “It’s dangerous, that many youngsters jump on technology and think gimmicks are the idea. But gimmicks are only gimmicks.” Therefore the creative offspring should choose carefully which companies and agencies they want to join. “They should focus on ideas, not on digital. The focus on digital is last century”, Reinhard says. An advice that Hermann Vaske shares: “Ideas and content must be first. Social Media is not the idea.”
Watch the interview special on our JWT Germany YouTube Channel
27. June 2011 von editorial staff
Categories: Caught in Cannes 2011, Industry, Worldmade | Tags: advertising, Cannes Festival 2011, Cannes Lions 2011, Caught in Cannes, DDB Worldwide, Hermann Vaske, interviews, JWT Germany, Keith Reinhard, social media, The Last Mad Man, Till Hohmann | Leave a comment