Jan van de BerghInteractive marketeer and Chinabiz Speaker Jan van de Bergh makes on his blog fun about an article by a leading marketeer, Ashok Sethi in the China Daily, who clearly has lost touch with reality.
Reading this article early this morning, I wondered when China Daily will ask some of the Chinese interactive leaders to write about advertising. The author of this one is a TNS big shot in Asia Pacific. A researcher. The article gives a superficial overview of what he thinks to be the changing face, but he clearly is not aware of the landslide going on: advertising is not "changing face", but "losing face". You can continue to call it a change, but that's a suicidal euphemism. It's also not a phenomenon which is uniquely Chinese, but intensely global.Reading the China Daily is not such a useful way to get information.
4 comments:
Hi Fons, when reading Jan van den Bergh his article I noticed that the text on your blog is pretty similar without showing that its verbatim referal.
Anyway, I am not sure how off the writer is of the original article in the China Daily.
He recognizes the fact that there are changes in the advertising business in China. He describes the was, the current... and approaches the future.
I believe that advertising is a major market in China and will be a major market. The way its done......correct that will change. Current the main forms are still traditional, magazines, billboards etc.
However many new forms are coming up and are getting deployed. As for example by pioco.com or tudou.com
Other forms as sponsorship are slowly developing....
Advertising losing ground? Dont think so... TRADITIONAL print advertising losing ground.... well they will face challenges....
So am curious to see in which ways Ashok Sethi misses it......
Sometimes the information you get from China Daily, makes clear what the mainstream thinking is within certain communities. It's clear that some opinion leaders still live in another era as far as advertising is concerned. That's why it's interesting to read China Daily and use some of the strange thoughts as another starting point to broaden and deepen the discussion about ... advertising in this case. Thanks for giving us a helping hand in spreading the New Thoughts :)
I must say, that because of the lay-out (big picture) the quote blocks are not that clear.
What Jan hits at is that the media - and all those who made a living out of it: journalists, PR-agencies, ad agencies - are phased out now companies, organization can get in touch with their audiences without that traditional intermediair.
That change is of course not happening overnight and when the current stakeholders play their cards right, they might still have a future in a new world. But the smell of decay is very clear.
Marcel, you can read a lot oy thougths on my Facebook page (Name = Jan Van Den Bergh)
http://www.facebook.com/profile.php?id=760029923
... and on our blog
http://i-wisdom.typepad.com/iwisdom/
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