I have to come clean. I've too often put slides in front of my audiences touting the insane number of mobile subscribers globally or the penetration of broadband in North America.
Guy Murphy's talk on the future of account planning gives a sobering view of a world where "more people in the world do not have a mobile phone than do have one, that only 13 per cent of the world have a computer and the global penetration of broadband is just 4%". It's an awesome and cogent plea for a focus on building global brands, albeit a little strong on the ever increasing profits front.
"There is no such thing as a global consumer. There are only local consumers enjoying more and more globally available things."
"Ideas for global brands will be rooted less in consumer insight and more more in human truth."
Guy Murphy:'What would Stephen say?' from JWT on Vimeo.
A quick shout out to Paul at Hee Haw for this find. His post is worth checking out as it had no less than 5 tantalizing links from Mantyhose to an amazing book I have finally put on my wishlist.
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