OPINION: MILES ON ... E-CREDENTIALS

Fourteen weeks ago I left Abbott Mead Vickers BBDO to help found Miles Calcraft Briginshaw Duffy. As my former colleagues and clients will testify, I was not generally described as a ’techie’, let alone an ’anorak’, and I was never a regular customer in the Internet Cafe.

Fourteen weeks ago I left Abbott Mead Vickers BBDO to help found

Miles Calcraft Briginshaw Duffy. As my former colleagues and clients

will testify, I was not generally described as a ’techie’, let alone an

’anorak’, and I was never a regular customer in the Internet Cafe.



It has been an extremely sharp learning curve.



So far Miles Calcraft Brigninshaw Duffy has done six internet or

e-commerce-related credentials presentations. And we are now working

with three of the six clients we originally talked to. I’ve begun to get

familiar with some of the appropriate lingo: ’It’s all about getting

sticky’; ’We want two million eyeballs by January’; ’We’ll drip the skin

over the portal’; ’Maybe a pounds 5 million loss in the first year’.



What is absolutely clear is that the internet and e-commerce will play

an increasingly important part in any company’s success. And it is going

to take a growing share of the communications budget.



E-commerce offers enormous advantages to the public. Among other things,

it will allow people to interrogate products or services as well as

enjoy speed of response and delivery.



But it is also evident that the internet is the symptom of a changing

consumer in terms of attitudes to and expectations of the brands they

use. The consumer is increasingly demanding of the products and services

they choose and the internet simply empowers them further.



What has been particularly encouraging is that all of these

entrepreneurs, without exception, want an agency to help to create a

brand for their product or service. They are nearly all supported by

wealthy individuals, investment backers and venture capitalists, who

appear to be prepared to pump significant sums of capital into a wide

variety of sectors.



As a prospective client recently put it: ’We hope that by building a

brand we will be able to differentiate ourselves. An enormous amount of

people are climbing on this bandwagon so we need to get in quick and

invest, because the market is spawning competition every day. Sooner or

later the risks will begin to outweigh the potential rewards.’



For advertising professionals with a passion for brands and the way they

affect consumer’s lives, this is enormously encouraging. The demand for

distinctive, compelling and relevant brands has never been greater. And

the fragmented environment means that there will be an even greater

pressure to ’connect’ with the right audience.



Everybody in our business is going to have to get to grips with the

present and future opportunities that the internet and e-commerce will

offer consumers.



It will, with apologies to Timothy O’Leary, be a case of ’turn on, tune

in or drop-out’ (am I showing my age a tad?).



And a final plug for business. Miles Calcraft Briginshaw Duffy cannot

live on cyber space alone. We need food. We need clothes. We need

wheels.



We need liquid.



And on that note, it’s Friday night. Time for an e-lixir.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).