Posts Tagged ‘John V Willshire’
31st January 12
After Part I last Friday, which foraged largely outside the parameters of brands and marketing, this post – the final and second part of our interview with John Willshire (@willsh), founder of Smithery – comes back closer to home to discuss the future of advertising, what’s stopping brands universally adopting better marketing practices and ‘Real Marketing’ … along the way taking in cargo cults, starting fires and Doctor Who.
BBH Labs: In the past you’ve used a bonfires and fireworks analogy to describe the difference between advertising and social, and more recently we’ve debated what we at BBH call “Super Bowl, Super Social” on your blog. We can’t help but think (great) advertising will have a role in people’s lives for a good while yet, for the simple reason that good marketing acts as a persuasive shorthand for choice and news in a world increasingly flooded with terabytes of irrelevant information. And we’ve had the likes of Eric Schmidt speaking recently about advertising becoming super-relevant and connected in future. What’s your view on the future of advertising? Is there one?
JW: I think your point about the persuasive shorthand matters, and redefining the story that advertising is going to tell. When I was thinking more about the media planning side of advertising, it was useful to simplify it to two things, activity & phasing; what we should do, when we should do it.
So Bonfires & Fireworks is the what – never really an either/or choice, as companies still need to do social bonfires and advertising fireworks together to make each work.
The when of doing both together, the phasing, is crucial.
What the social bonfire piece allows you to do is, as a company, do noteworthy things that are amazing for your customers, for your employees, with your products, whatever… let the real human stories and triumphs emerge.
Then, after that, you can then tell the story of that. And if you want to tell that story with scale and immediacy, there is no better way to tell that story than in advertising.
The crucial difference is that advertising is no longer the thing you do, it’s the story of the things you’ve done. Read full post
27th January 12
Every now and again, we like to interview someone doing something interesting. It’s a pleasure to say that this time we’re featuring a good friend of Labs, John V Willshire, (or @willsh, as he’s known to the Twitterverse). John broke free from agency life last year to set up his own business. In this, the first of a two-part interview, we asked John to tell us a bit about it – along the way sharing his thoughts on a bunch of things from The Smiths, social connectivity, the economic viability of social production today and, er, rocks vs water..
BBH Labs: Tell us a bit about why you founded Smithery.
JW: The idea powering Smithery is Make Things People Want beats Make People Want Things. The former doesn’t replace the latter, as companies still do both, but what’s interesting is the switch in emphasis.
Over time, the advertising industry became very, very good at making people want things. It didn’t matter if those things weren’t all that good, because nobody could tell each other with any meaningful scale at a meaningful volume. Advertising was louder than bombs, to inappropriately hijack The Smiths (hey, if it’s good enough for John Lewis…).
Obviously we don’t need to go into the details here of how the internet has changed how companies can connect with people, but the advertising instinct is to use social connectivity to make people want things. That’s why I think the majority of social activity we see is poor.
As time passes, companies and agencies will work harder and think better about how to use social connectivity to make things people want, whether that’s changing established goods and services, or creating new ones.
So I founded Smithery to help do that; whether it’s working together in better ways, making better things, or helping telling better stories about those things. Read full post