In a splashy presentation at the 2006 American Magazine Conference, R/GA CEO Bob Greenberg warned magazine executives to not fall asleep at the wheel when it comes to the potential of the Internet, and to push change rather than react to it, and to become “fearless in spite of quarterly reports.”
“Content doesn’t end at publication,” Greenberg said while showing off his New York-based advertising agency’s campaigns and interactive Web sites built for mega-clients like Nike and the relaunched Nike.com.
Greenberg, whose left arm was in a stylish black sling, also warned advertising agencies of losing focus on the customers. “It’s almost like we’re in a Bob Woodward State of Denial,” Greenberg said. “Consumers never like ads as much as agencies like making them.”
Greenberg pointed to illuminating if obvious case studies of companies losing focus. “Sony created the Walkman, but fell asleep at the wheel with the iPod.”
FishbowlNY will be blogging live this week from the American Magazine Conference — the annual pow-wow of high-powered magazine executives — at the Arizona Biltmore Resort & Spa in Phoenix. Check back often for our extended coverage.
FishbowlNY’s AMC 2006 Coverage: