David Kenny on Efficiency in Advertising
Kenny is Chairman and CEO of Digitas and is a member of the Publicis Groupe Executive Committee, the P12. He leads the Group's overall digital and interactive strategy. Beginning with his appointment as CEO in 1997, Kenny has led Digitas through a decade of evolution and growth to an industry-leading position in digital and direct marketing services. Prior to Digitas, Kenny was a senior partner in the global strategy consulting firm Bain & Company from 1991 to 1997. He was named to its Policy Committee in 1995 at the age of 33. Prior to his consulting career, Kenny held marketing and strategy positions with General Motors Corporation. Kenny holds a B.S. from the General Motors Institute (Kettering University) and an M.B.A. from Harvard Business School. He is a board member for Teach For America and a director of The Corporate Executive Board.
Kenny: I think that the most important way to make advertising efficient is to listen better to people. People tell you what they’re interested in. They tell you what they need, they tell you what they care about, they tell you what communities they’re in and they tell you how they entertain themselves, and I think if you listen to all of that and put your message in their environment, whether it be in their social network, on their Facebook page, respond to them directly in search, all of those things are efficient because you’re connecting to the people that you matter to, and you’re not wasting the time and money of people who are really not interested in your product, or it isn’t relevant for. So, you take a lot of waste out if you listen first and then talk.
David Kenny offers his ideas for how to run hyper-efficient agencies.
When adults are challenged to behave like adults, by a child, they can go in one of two directions.
A disturbing interview given by a KGB defector in 1984 describes America of today and outlines four stages of mass brainwashing used by the KGB.
- Bezmenov described this process as "a great brainwashing" which has four basic stages.
- The first stage is called "demoralization" which takes from 15 to 20 years to achieve.
- According to the former KGB agent, that is the minimum number of years it takes to re-educate one generation of students that is normally exposed to the ideology of its country.
When it comes to scientific theory, (or your personal life) be sure to question everything.
- The theories we build to navigate the world, both scientifically and in our personal lives, all contain assumptions. They're a critical part of scientific theory.
- Cognitive psychologist Donald Hoffman urges us to always question those assumptions. In this way, by challenging ourselves, we come to a deeper understanding of the task at hand.
- Historically, humans have come to some of our greatest discoveries by simply questioning assumed information.