“Mobile’s Disgusting Obnoxious Stupid But It’s The One Thing I’d Invest In”: Saatchi & Saatchi Boss

“Mobile’s Disgusting Obnoxious Stupid But It’s The One Thing I’d Invest In”: Saatchi & Saatchi Boss
SHARE
THIS



Utterly confused about your marketing strategy? No idea what lies ahead? Well, stick all your dollars into your mobile strategy says Saatchi & Saatchi New York’s executive chairman Kevin Roberts.

Roberts – speaking at yesterday’s World Marketing And Sales Forum in Melbourne – told B&T that, big or small, every business needs strong mobile thinking.

“We’re all screen-agers, everybody looks at the screen, people these days are never parted from their mobile; there are now more smartphones on the planet than there are people,” Roberts said.

“Currently people are using mobile in a disgusting obnoxious stupid way because it’s still very new. Mobile will become the biggest platform for advertisers. Already 85 per cent of all the advertising growth at the moment is on mobile.”

Targeting customers via their smartphones is ideal because everybody has one, it’s cheap and most of us can’t go five minutes without checking it, Roberts argued.

He believed the world is miniaturising – business, people, politics were becoming increasingly local. Technology had made advertising and content very personalised, very bespoke and very one-on-one. “The days of global multinational business is all over,” he said.

“If you’re a small business with small resources then just target your key prospects and you know for a fact that everyone of them has a mobile and you know for a fact that they’re spending about five hours a day on them or some horrific amount of time. We’re addicted to our mobiles; most people can’t go five minutes without checking it.

“So that makes a great opportunity. It’s now all down to ‘what the hell is my idea?’ We live in the age of ideas and the mobile is merely a platform, it’s merely a distribution vehicle which is very, very good for any small business because it’s not mass medium television and that means mobile gives you this beautiful little vehicle,” Roberts said before warning that “without an idea it is just garbage.”

He concluded: “There’s no magic wand but if you look at mobile as your one medium and then find the idea that is sticky and compelling. But I appreciate that’s easier said than done.”

Please login with linkedin to comment

Latest News

Infographic: Only 13% Of Aussie Media Agencies Are Considering Voice Marketing Strategies
  • Advertising
  • Marketing
  • Media

Infographic: Only 13% Of Aussie Media Agencies Are Considering Voice Marketing Strategies

IAB Australia has issued a handy infographic providing further insights on how the media buying community is using audio advertising across all platforms. According to the infographic, the number of media agencies using podcast advertising regularly has nearly tripled in the last year (from five per cent in December 2016 to 14 per cent in […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

OMD’s Jessica Torstensson Joins Wavemaker As Group Business Director
  • Advertising
  • Media

OMD’s Jessica Torstensson Joins Wavemaker As Group Business Director

GroupM’s newest media, content and tech agency, Wavemaker, has appointed Jessica Torstensson to the role of group business director. Torstensson joins Wavemaker from OMD Australia, where she was the client lead on the McDonald’s Australia account. Prior to that, she worked both agency and client-side in her native Sweden, including at PHD Sweden, Mindshare Sweden, […]

Isobar Launches VR Documentary ‘Carriberrie’
  • Media
  • Technology

Isobar Launches VR Documentary ‘Carriberrie’

Digital agency Isobar has partnered with director and producer Dominic Allen to create a ground-breaking virtual reality (VR) film celebrating the depth and diversity of Indigenous dance, music and song. The world premiere of the 360° live-action documentary, Carriberrie, will be held tonight at the Australian Museum in Sydney. Narrated by award-winning actor and dancer […]

Study: What Marketers Really Want From An Agency
  • Advertising
  • Marketing
  • Media

Study: What Marketers Really Want From An Agency

A new study has delved into the murky waters of marketer/agency relationships and found that creativity still tops the list for winning new business. The study, albeit a US one, examined the relationships of some 736 brands and their agencies and found that satisfaction levels in the relationship remained surprisingly high. Brand strategy firm, Provoke Insights, conducted the study […]

by B&T Magazine

B&T Magazine
Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

In this opinion piece, Customology general manager Michael Barnard (pictured below) explains that in order to use data effectively, brands and advertisers need to speak its language. Customers are giving us their data, but we are still not using it effectively. Why haven’t we learnt how to speak data yet? Stating we live in the […]

Opinion

by B&T Magazine

B&T Magazine
Feeding Video Success After Facebook’s Update
  • Opinion

Feeding Video Success After Facebook’s Update

In his latest post, Hamish Brown, sales manager at Brightcove ANZ, takes a look at Facebook’s new update and what it all means for brands, particularly those ones who use it for video… There’s been a lot of talk about what updates to Facebook’s news feed algorithm mean for brands generally, but not much about what […]

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine