Inspired by the big 5 – A week in San Francisco
Marco Bertozzi, managing director EMEA at VivaKi, on his recent trip to San Francisco: Dreams are made in this place and you can’t help but admire it and be mesmerised at the immense footprint of these companies.…
There is something genuinely special about San Francisco and Palo Alto. A place that if you are into digital you can’t help but feel excited about when you go there. First time you go it’s about going to the offices – Google HQ, Facebook, Apple etc and the famous locations attached like Mountain View or Cupertino. The offices are a little disappointing, they are often deathly quiet and in the case of a Google a little battered and worn out.
The thing that strikes you is the scale – huge complexes, small towns in the case of Google, the meccas of those now famous names that come with such financial status and dominance and yet still have their young founders somewhere in those buildings. You can’t help but marvel at that scale after so few years of history. In that mix though you feel a sense of tension between hanging onto that founder spirit and the relentless burden of financial success and expectation… something Facebook will start feeling acutely post IPO.
Palo Alto itself comes with this air of amazing entrepreneurship. Much was mentioned of Sandhill Road, where all the VCs are based. I had not considered that even VCs like to cluster, I guess I thought they would be isolated, each one trying to find the golden nugget but I suppose they are like everyone else and like to chew the fat on whether x company or y company is of interest.
I found it fascinating that in every one of the meetings we had, Pinterest was mentioned. It is crazy how that company has come from nowhere to being on the end of every sentence and judging by my Twitter feed, I would imagine that those investors are all eyeing the company up with much interest.
Dreams are made in this place and you can’t help admire it and be mesmerised at the immense footprint of these companies. As we walked into Apple you remind yourself you are walking into the most valuable company in the world… it is staggering what has happened there. Or Facebook with its $100 billion price tag on its head and yet Facebook is still very lean with 3000 employees in US vs a Microsoft office of 70,000 (which paints a picture of Facebook needing to recruit fast to keep up with the demand for its products and insights).
The reason for the trip was to bring the VivaKi Nerve Center to the wider Publicis group and let them come together and meet with these amazing digital beacons. A fascinating few days as the Saatchi’s and Leo Burnetts came together to discuss and learn how we can all work together more effectively with these leading digital companies of the world. This new world of social by design has revolutionised the media and creative approach from a ‘bowling ball’ approach where a carefully aimed ball was fired at the consumers with the hope of hitting a few of them, to the ‘pinball effect’, where you send the content into the mix and watch it get fired around.
There were some revealing debates about social and where it fits creatively and who is driving those conversations. We have as clients some very sophisticated marketeers and those who are more tentative but all of them are becoming more global, more scaled and more digital and it is the role of The Nerve Center to help our group capitalise on our partnerships to be able to respond to those trends in a material way.
So as a marketeer who do you care about? Google, Facebook… what about Amazon? Apple and Microsoft will all lay claim to being the companies you need to work with. There are others of course but after a week here you start to consider exactly who are you missing if you work with these companies. The issue comes with knitting these companies together. In the last few years the rivalry has been intense with various fissures opening up between the companies and that’s where organisations like Publicis and The Nerve Center come in. When you sit opposite a Google or an Apple, they often hold many of the cards and yet all of them want to see the whole picture. The agencies hold those cards and they want to learn from us, so it’s a hugely valuable position to be in and one we must exploit on behalf of our clients if we are to get the most from an Apple or Facebook.
Based on this trip and my time at CES I can’t help feel this sense of a more and more closed world vs open. Facebook’s mission statement is all about connectivity and openness, which felt strangely at odds with their restrictions on how we as companies can track anything or the fact that their content can’t be found on Google search. Apple seemed very happy to sit and not want any sort of cross fertilisation, they felt that their billion devices is a big enough footprint for anyone. Everywhere you turn we are organising into silos – TV platforms with Samsung, Apple etc, social platforms controlling their data tightly.
That said, when you see the power of YouTube, Facebook’s scale and social by design capabilities, Google – from search to display to G+, combined with Microsoft and Xbox/Kinect or Apple’s incredible footprint through hardware, it’s hard sometimes to imagine that a global client needs to go much further afield to reach and engage with their audiences. These companies are uniquely global, consistent and so as a global brand you can work on the same platform across multiple markets, which will be an important offering of the future.
The days of media schedules with 40 sites on them have to be dwindling or dead. The specialism of tech press or context led site lists can not be totally recreated but you can go a long way towards that same effect through audience buying, targeted Facebook work, search and so on. These companies and platforms could be the media plan, if only the advertisers themselves could organise in the same global fashion. They don’t right now, but they will and they will want agencies who understand and have very grown up deep relations with these companies.
This week was about that, it was about saying lets work out how we can work together and not on the premise of spend and price but intellectually and strategically to create the media and technical solutions of the future. My last meeting was at Mountain View with Google. What they are working on is mind boggling and makes you realise that although there are many companies out there with great marketing decks and some very bright people, they are dwarfed by what’s going on in this company.
And above all, as I sat delayed by four hours, I thought what an incredible part of the world this is and how inspirational these companies are both person ally and professionally. I also thought that I am working for the most forward thinking organisation in the advertising and media industry – and one which is full of very smart people all looking at this business through different eyes and that is fantastic.