“The world is getting smaller” was once an excuse for creating globally homogenized communications programs. And, by the way, it is still being done and in many instances successfully.
It could be argued that perception, i.e., advertising, can be global. You can get off a plane, just about anywhere in the world, and airports, everywhere ,display a good percentage of the same images—from the same companies, sending the same messages.
It could be argued that some products and services do the same around the core experience. Starbucks is Starbucks in Seattle, Paris, Madrid or Hong Kong. While each region sells a slightly different mix of food products, the core offering; style; coffee and overall feeling remains the same. And they are doing it successfully, so it seems.
We have always argued (rightly I think) while image, product and service can be homogenized to degrees, the motivation for selling, connecting, creating relationships must be localized and the more localized, the better it is. “All Relationships Are Local” is the way we, at Wunderman, describe it.
Mark Penn, the Chairman of Burson-Marsteller, who is famous for a similar philosophy, has just written a new, highly praised, book:
Microtrends: The Small Forces Behind Tomorrow’s Big Changes (http://www.amazon.com/Microtrends-Forces-Behind-Tomorrows-Changes/dp/0446580961/ref=sr_1_1/104-1319020-7247945?ie=UTF8&s=books&qid=1190557950&sr=1-1)
The book makes a strong case for our way of thinking and executing.
That said, I was struck by the death of one of my favorite performers this weekend—Marcel Marceau—a man who, without words, broke down the barriers of human communication and created a global language of empathy that people, of all kinds, and everywhere understood and cherished.
That led me to wondering – do we, unlike Marcel Marceau who broke down communication to the very basics, overcomplicate our message. And when we do, do we lose sight of the basic idea and its implications.
While thinking of Marceau and his contributions I came upon the following quote which, in its absurdity, is quite provoking:
“If you shoot at mimes, should you use a silencer?”
~Steven Wright
There you have it…and if you shoot at Ad people…? God forbid…
By the way Marcel Marceau spoke once in a movie: name the movie and what he said, and the first 5 people get a copy of Mark Penn’s book…
Silent Movie, 1976…only spoken words in the movie
Mel Brook’s Silent Movie
The Silent Movie – Mel Brooks
the word was “NON !”
Mel Brooks’ “Silent Movie” (he says ‘non’ when asked if he’ll be in the movie)
“Silent Movie”
He says, “Non!”
Silent Movie
Mel Brooks’ Silent Movie in 1976 and said the only word: “non”.
Silent Movie by Mel Brooks, and he says “No!”
1968, “Barbarella” as Professor Ping
Nothing like offering free stuff to get people to speak up
He spoke in the in 1976 Mel Brooks’ movie named “Silent Movie” and said the only word: “non” (no in french)
Nothing like offering people free stuff…….having said that not everyone posted — many sent direct — having said that — I just was at a presentation for RED — and it is interesting that good deeds can also have global roots
Congratulations to our Marcel Marceau question winners!!!
Pete Wise/Wunderman London
Wayne Berry/Fortelligent Boston
Alexandre Schlosser/Wunderman Paris
Cindy Shackelford/KBM Richardson
Dan Zinman/Wunderman Toronto
…and thank you to everyone who played!
David
After a long hiatus, I’m back and able to participate (hopefully making worthwhile comments) – I work off site 98% and David’s blog needed access from inside the LAN (or some other hurdle that IT couldn’t crack)…
Back in the about 93 when I was an academic I gave most of a lecture (on mathematical logic) in mime. Some former students tell me that’s the first time logic became clear to them. Without a VOICE, you can still make do. I had an email from one of the former students two weeks ago who still remembered it. [It wasn't my words... ...it was the effectiveness of the message].
Here’s a link to a newspaper story covering it…
Tom.
love the notion — the ultimate take on the elevator idea presentation — its like professional charades –
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