EPISODE 2: HOW IS THE INDUSTRY CHANGING?
Ms. Dieu Anh: Yeah, so, what should we do next for the business like even in the industry in VN, we feel so lucky living in this period of time, because we can see the dramaticaly change from the early day of 30s TVC to new phenomenal of social media, and digital. So it changes significantly. You’re (more) luckier than us, you work on regional base, you see different market. So can you give our audience of view, how significant specifically the industry change?
Mr. Kent: Within that there are a number of topics, because it’s a very big topic and let me break it down a little bit talk to different elements of it. I think it starts with the reality of consumer world is very different than it was before. Before we talked about reality of agencies or communication of world or for more today the agency even the term of reality need to change. Because what we do is very different than what we used to do it, it’s much broader, but starts with consumers, right.
The average person living in this world, you got something in your hand, you got a tablet in your hand, rolling connected. We are always connected. And what we do, as an industry, starts with what human is doing everyday. And human life has changed dramatically in the last 20 years, demand of connectivity, what they are doing with it, demand of creativity, demand of content, demand of access to new idea instantly, demand of data that creates, these are important because you got so many things talking to you now, define the relevant ways to connect with you.
So when we start our work, which talking to people whose life has changed, a kind of change because they are smart, a lot of smart clients. Clients today are international clients. They have been many years, who want to develop their business in the fast growing market in the world like Vietnam. But there are also a lot more clients that we work with great local clients, local brand like Vietnam for example. That are building are very eager to build their brand engagement with consumers, potential grow their business and other places.
So when we start work our work we have to think about consumer life changes a lot. We have clients who have more and more needs and demands in order to engage with consumers that have changed a lot. The industry where has how change as well and for us that means that more of what we do has a number of connected parts.
When we talk about things like we use the term “Modern Marketing”, they ‘re really what we were signaling in the past when people talk about “Integrated Marketing”. I think that's kind of an old terminology now. But the point is today you have to connect if you want to be an effective for a brand. You have to connect with an insight, with great creative idea, with ability to talk to multiple channels, to engage in multiple channels, to use data intelligently, to create experiences for consumers, to allow consumer to participate to talk to you, to allow consumer to talk to each other. If they are engaged with the brands, they often become advocates for the brand to other consumers.
The desire what we do now is much more extensive than in the old days and it means making a more complex world simpler for a client is going to our clients and just telling them the world complex and making it more complex than help them. We need to take a complex world and make it more graspable for them.
So the industry is pass the change. We are a company as Ogilvy. We push start cells to change for a long time. So I think what's important I guess this is my main message to you is that all of these changes you can look at two ways: you can either look at this and have a little bit of anxiety, which I think the industry around the world talks about all the world's changing and where is our future going, and you know, the Google of the world, people see them as very dominant what's the future of your industry or you can look at this as an industry go “This is terrific”. I've got more things to do for clients, more ways to build influence, more ways to help my clients talk to consumers than ever before. So I think the mindset is the beginning point. At the core of it to the other thing I would say that's a go back to the clients right their building brand. And one of the things that Ogilvy very focus on as we have been for ever - DNA. How do we make brand master to people. How do we make a modern time whether an international brand or a great local brand. How do we it a symbol of people of life of quality. Something they trust, something that is tailored to their needs, something that they like but they understand why it's good intellectually but they also feel that it's a brand that represents what they have a value. You know that within all of this that's also what we need to be doing. That's a very center in principle as ensuring that were helping our clients build relevant brand matter in today's world just like we did it back in the days when we were building brands. And you've been in the business for a decade. Plus, doing that for clients. We all have to – in our industry - add value to our clients. We don’t have industry without clients. This is not only about us internally, this is about us as Ogilvy but also as an industry, finding new ways to help clients succeed at what they do.
So I think the other thing in Vietnam is important is to built the industry to attract great young talent and I think Ogilvy is grow. As you know, leading agency in Asia is obviously our primary job is help our clients but I've always seen part of what we're doing as building the industry were in the importance service and you know investing in talent, raising young talent to be great professional. Because I think having a professional standard is important to have credibility client. So many issues, many issues I can talk all day about it. Because it's not a simple topic. It's not consumer changing, clients have new demand, agencies have to think much more at agencies any more and being capable several of it making sure you still do building great brand. That’s really a big topic.