论文部分内容阅读
来势凶猛的数字化浪潮令传统广告界无所适从,也为一些先行者带来更多可能。工程师们改变世界,广告人则改变人们对世界的感觉。15年前,一群工程师碰上了一个问题。人们觉得从伦敦到巴黎的旅程实在是有点长,他们希望快一点到达彼岸。工程师想出了一个看起来很不错的办法来改善这段旅程:他们决定将从伦敦到巴黎的轨道重新修建。这项工程让原本三个半小时的旅程缩短了40分钟,为了这40分钟,这段新轨道花费了六十亿英镑。广告人看起来并不买账。“我觉得这办法缺乏想象力。”奥美伦敦董事副主席兼ECD Rory Sutherland认为。它只是缩短了旅程,而一趟愉快的旅程要价
The ferocious wave of digitization makes the traditional advertising industry know what to do and brings more possibilities to some forerunners. Engineers change the world, and advertisers change the way people feel about the world. A group of engineers ran into a problem 15 years ago. People think the journey from London to Paris is really a bit long, they hope to reach the other shore faster. Engineers came up with a seemingly good solution to this journey: they decided to rebuild the orbit from London to Paris. The project shortened the original three-and-a-half-hour journey by 40 minutes and spent £ 6 billion on this new orbit for the 40-minute period. Advertisers do not seem to buy it. “I think this approach lacks imagination ” Ogilvy London chairman and ECD Rory Sutherland think. It just shortens the journey, and a good trip to the trip asking