Two big, inter-related topics are a big part of the discussion this week at Cannes. Namely, the increase in consumer control over the media they consume and the increasing irrelevancy of the :30 television commercial.
P&G’s Bernard Glock told attendees he hopes to eliminate his company’s bias toward using the :30 and said, “We are all back to school in media communications to learn how to connect with the consumer in a way that is touching and enjoyable and welcome.”
Not sure advertising will ever be welcome but he’s on the right track. Advertising needs to become something that is sought out rather than avoided. That is the biggest challenge in this current day consumer-controlled media universe.
