Maurice Lévy from Publicis on persuasion
I caught an interesting article in the Daily Telegraph on Publicis Chairman and CEO Maurice Lévy.
While the focus of the article was about advertising in a downturn, there was a paragraph that caught my eye.
In the interview with Rowena Mason, Lévy says
“When there is less money, advertising has to be more desirable, more useful, more fun, more affordable.”
This comment could also be used to sum up the inherent benefits (and challenges) of mobile advertising.
Foremost, in a recession when money is tight (as it is likely to be well into 2010 if we believe the financial commentators), then mobile advertising could become the winner with a more targeted, and highly responsive and measurable approach to engaging brands with consumers.
Secondly, mobile advertising creative needs to be just that – creative. We need to really think differently to ensure what we communicate through the tiny screen has real cut-through, aids recall and importantly – drives the consumer to purchase.
We’re not there yet – we are certainly on they way and perhaps the recession will help us “do more with less” and come up with a winning formula for mobile creative that is more desirable, more useful, more fun, more affordable.