As a whole, the advertising & marketing industries have historically been very fond of patting themselves on the back for their innovation and creativity - if one needs proof just think about the seemingly never-ending new awards events each year. Yet in an age where B2B Marketers focus more then ever on engaging business audiences with consumer-style tactics, there is still a tendency to shoe-gaze and not focus on what the audience needs vs what brands think they require. At Kingpin our first question to clients is always "what does the audience get out of this?" Only with that starting point can we truly deliver engaging campaigns (and consequently great results).
We need to be smart, humble and flexible. We are further away from people than we have ever been, at the exact time we need to be the closest. As organisations grapple with their future, the risk is that "everyone has their face toward the chief executive and their ass toward the customer", as General Electric’s Jack Welch once put it. The industry needs to drop the inward-gazing nonsense it never seems to tire of. Because, if not, we will find ourselves "Napstered".