• Privacy policy
  • T&C’s
  • About Us
    • FAQ
    • Meet the Team
  • Contact us
TLE ONLINE SHOP!
  • TLE
  • News
  • Politics
  • Business
  • Sport
  • Opinion
  • Elevenses
  • Entertainment
    • All Entertainment
    • Film
    • Lifestyle
      • Horoscopes
    • Lottery Results
      • Lotto
      • Thunderball
      • Set For Life
      • EuroMillions
  • Food
    • All Food
    • Recipes
  • Property
  • Travel
  • Tech/Auto
  • JOBS
No Result
View All Result
The London Economic
SUPPORT THE LONDON ECONOMIC
NEWSLETTER
  • TLE
  • News
  • Politics
  • Business
  • Sport
  • Opinion
  • Elevenses
  • Entertainment
    • All Entertainment
    • Film
    • Lifestyle
      • Horoscopes
    • Lottery Results
      • Lotto
      • Thunderball
      • Set For Life
      • EuroMillions
  • Food
    • All Food
    • Recipes
  • Property
  • Travel
  • Tech/Auto
  • JOBS
No Result
View All Result
The London Economic
No Result
View All Result
Home News

Advertising: we’re not Paying Attention to it

By Nathan Lee, TLE Correspondent  will.i.am has spoken out about the advertising industry at Cannes Lions awards show, saying despite metrics that prove otherwise, people are simply not paying attention to it. The Black-Eyed Peas founder, singer and entrepreneur joined a panel of media and ad industry leaders this week at Cannes Lions to discuss […]

Jack Peat by Jack Peat
2015-06-28 16:36
in News
The London Economic

The London Economic

FacebookTwitterLinkedinEmailWhatsapp

By Nathan Lee, TLE Correspondent 

will.i.am has spoken out about the advertising industry at Cannes Lions awards show, saying despite metrics that prove otherwise, people are simply not paying attention to it.

The Black-Eyed Peas founder, singer and entrepreneur joined a panel of media and ad industry leaders this week at Cannes Lions to discuss the future of the creative industries. At the event, hosted by global communications group The&Partnership and The Wall Street Journal, will.i.am urged the advertising industry to think about advertising as “adding value to communities”, not “advertising or marketing”.

He said: “You know people don’t like it on YouTube. They skip it.”

Ensured by Google marketing executive Lorraine Twohill that 87 per cent of people do not skip ads on YouTube, he went on: “OK, well they’re not paying attention to it. They’re skipping it in their head.

“Regardless of what your metric says, we’re not paying attention to it. If you don’t add value to people’s lives, I don’t really give two shits about your advertising,” he said.

Johnny Hornby, founder of The&Partnership, who was moderating the panel, brought up the topic of content marketing, asking will.i.am what excited him most about content.

RelatedPosts

Anger as man is appointed as Scotland’s first ‘period dignity officer’

Trump comments come back to haunt him

Unite secure thousands of BA staff a pay rise of 13% on average

Soaring energy prices force UK company to relocate to the Netherlands

“The fact that everyone’s in the same pole position now,” said will.i.am. “Yeah, I make content, but I know some guy in a dorm-room or someone on an airplane or a bus has the ability to reach 1m airs in nine seconds.”

The star discussed why real creative success is measured by creating shareable content which penetrates culture. He said, “when it’s adopted is when it’s successful, because that’s when you know it’s penetrated. The views … the views could be fake views.”

Lorraine Twohill, Senior Vice-President of Global Marketing for Google, agreed: “We’re all in the content business now,” illustrating how the media industry has evolved by saying, “content can be a Snapchat message, or it can be ‘Game of Thrones’. How we consume content now is completely different.”

WPP CEO Sir Martin Sorrell agreed, referring to the days of ‘Mad Men’. “75 per cent of our business now is stuff that Don Draper would not recognise,” he said. “There is a duopoly, with all due respect, of Google and Facebook, in terms of platforms.”

Will Lewis, CEO of the Wall Street Journal and Dow Jones, voiced concerns about how new media platforms and social networks are disrupting traditional journalism models, saying: “Do we run towards offers from companies like Apple and Facebook to put content in their walled gardens? Or do we pause and think together about what the most appropriate ways of dealing with these opportunities are?

“Professionally created news is of incredible importance in societies and has deep moral purpose. If you stop doing the stories brilliantly and it just is all about cats on skateboards then none of this will work.”

will.i.am, however, enforced that Apple is here to stay, saying: “These guys changed the world. And it will never go back to the way it was. It just quickly alters.”

The star also warned his fellow panelists that competing against each other was not the path to success, saying: “Right now, who you think your competitor is – if you’re competing with the people you think your competitor is, you’re going to lose.”

Referring to the rate at which new technologies are emerging, he said: “You’ve got to compete with the invisible person coming round the corner.”

Since you are here

Since you are here, we wanted to ask for your help.

Journalism in Britain is under threat. The government is becoming increasingly authoritarian and our media is run by a handful of billionaires, most of whom reside overseas and all of them have strong political allegiances and financial motivations.

Our mission is to hold the powerful to account. It is vital that free media is allowed to exist to expose hypocrisy, corruption, wrongdoing and abuse of power. But we can't do it without you.

If you can afford to contribute a small donation to the site it will help us to continue our work in the best interests of the public. We only ask you to donate what you can afford, with an option to cancel your subscription at any point.

To donate or subscribe to The London Economic, click here.

The TLE shop is also now open, with all profits going to supporting our work.

The shop can be found here.

You can also SUBSCRIBE TO OUR NEWSLETTER .

Subscribe to our Newsletter

View our  Privacy Policy and Terms & Conditions

Trending on TLE

  • All
  • trending
Abdollah

‘Rescue us’: Afghan teacher begs UK to help him escape Taliban

CHOMSKY: “If Corbyn had been elected, Britain would be pursuing a much more sane course”

What If We Got Rid Of Prisons?

More from TLE

British homebuyers confused by ‘unfair’ property buying process

Communities tackling housing crisis by building own homes

Charities handed out 8,400 meals to drivers stranded at border over Christmas

Aid charity Shelterbox under fire for not reporting three incidents of sexual misconduct

Government ‘asleep at the wheel’ over plans to reopen schools, says Labour

Tory who said Boris was ‘ambushed with cake’ now claims there was no cake

Donald Tusk slams UK government response to Ukrainian refugee crisis

Piers Morgan hits out at ‘outrageous’ plans to hand journalists who embarrass Govt jail sentences

Police cannot explain ‘unfair’ use of powers against BAME people

Tusk says there’s a “special place in hell” for those who promoted Brexit without a plan

JOBS

FIND MORE JOBS

About Us

TheLondonEconomic.com – Open, accessible and accountable news, sport, culture and lifestyle.

Read more

© 2019 thelondoneconomic.com - TLE, International House, 24 Holborn Viaduct, London EC1A 2BN. All Rights Reserved.




No Result
View All Result
  • Home
  • News
  • Politics
  • Business
  • Sport
  • Entertainment
  • Lifestyle
  • Food
  • Travel
  • JOBS
  • More…
    • Elevenses
    • Opinion
    • Property
    • Tech & Auto
  • About Us
    • Meet the Team
    • Privacy policy
  • Contact us

© 2019 thelondoneconomic.com - TLE, International House, 24 Holborn Viaduct, London EC1A 2BN. All Rights Reserved.