Publishers should work more closely with agencies to create compelling content, according to Simon Francis, CEO of Saatchi & Saatchi EMEA.
Speaking at yesterday’s AOP Summit in London, Francis referred to successful online content such as YouTube hit Fred Figglehorn and virtual world Club Penguin, arguing there was no reason why publishers and agencies couldn’t have created such ideas themselves.
Francis recommended a change in model to serve “the twin gods of the publishing world”, namely advertisers and consumers.
“To serve this we need to co-create compelling content solutions that build loyalty beyond reason,” he said. “The creative agency and advertiser creative should work with a publisher’s editorial staff and creative staff to produce compelling content to serve the twin gods.”
Consumers’ focus on getting the best price when shopping has now switched towards companies that share their values, according to Francis. He said consumers want to have an interest in a company’s point of view, which could be “passion points” such as music or sport.
“If they have a shared vision they’ve reached the holy grail of loyalty beyond reason, where the consumer will buy again and again,” he added.