10 February 2012
We like to think we get our campaigns spot on most of
the time, but the minute you relax and take things for granted is
when it all starts to fall apart like the proverbial house of
cards. I guess, to some extent, that is what Future 5 is all about.
Not taking anything for granted, and making a genuine attempt to
find out what needs to be happening next with our industry, making
sure that we are doing it - and doing it well!
There are many companies that invest billions into analysing the
future direction of their respective industries. We don't have
billions of pounds, and unfortunately we don't have a
time-travelling DeLorean. What we do have, however, are some of the
brightest and most capable minds within the comms industry at our
beck and call - which turned out to be more than enough when
hosting our "Future 5 Breakfast Briefing" with PR Week.
The morning was a great success. This was all helped along with
Haymarket's Philip Smith pithy chairing of the event; our very own
Jon Lonsdale dealing with the cut and thrust of a questioning
audience; and two further great presentations from Steve Kirk at
Honda and Jamie Harley of Deloitte.
More details on the Future 5 trends/campaigns can be found
Feedback from the guests was brilliant, and I know that the
majority of people in attendance were pleased to know their comms
programs were starting to head in the right direction but also saw
areas that they knew they could improve on.
However, one thing that did strike me was how hard some of our
brand-side peers have to fight to get experimental and innovative
ideas through. Agency side, you kind of take it for granted that
you are encouraged to be as creative as possible, but this is sadly
not always the case with our friends across the divide.
I hope Future 5 has showed our guests that to be brave you
sometimes have to be willing to put your neck on the line and think
At the risk of sounding like a Honda advert, one of Steve Kirk's
remarks stayed with me that day - a quote from their founder, Mr.
Soichiro Honda. "99% of success is failure." Basically, don't be
afraid to make mistakes as long as you learn from them. Be brave,
pick yourself up and be prepared to (boldly) go where no PR has
gone before - that is what Future 5 is all about.
PR, PR week, marketing, Event, Future 5, Deloitte, Honda, Haymarket | Leave comment
site by rubbaglove
© Octopus 2010