Went to a Masterclass yesterday at Lancaster University School of Management. Kevin Roberts, Worldwide CEO of Saatchi & Saatchi, was presenting to the region’s entrepreneurs.
He’s an old boy from Lancaster Grammar School and an avid Manchester City supporter, although he doesn’t wear the scarf as stylishly as Mancini.
Kevin is a dynamic speaker, he talked a bit about Lovemarks but focused on leadership due to the audience.
He said it’s not just knowing your clients or spending time with them that are the most important things but knowing how they feel. He asked “do you really know how your clients feel?” I liked that.
He also said that planning too far ahead is a waste of time for today’s leaders. It’s great to have a dream - like where you want to be in five year’s time, but not to plan long-term. At Saatchi & Saatchi they work on 100 day plans. If something goes in a plan for a second time Kevin steps in to help, if it goes in a third time it’s beyond help.
He asked who in the audience were the marketers..I raised my hand along with a few others, Kevin then responded “Marketing’s finished”. Great, thanks Kevin. He did laugh afterwards though. I interpreted this to mean that marketing in the traditional sense is finished. Consumer generated messages are where it’s at for most businesses these days. Particularly where younger people are concerned. They don’t trust advertising or marketing messages but they absolutely trust what customers, friends and “real” people say.
I chatted to some business students afterwards over a warming glass of mulled wine and we agreed that it had been a thought provoking two hours.
I can thoroughly recommend attending a Kevin Roberts event and I am now following his blog on KR Connect.