Marketing Shift Quotes

The film business has changed hugely. You seem to spend about 30 per cent of the time producing the films and 70 per cent talking about it.

In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts

There was a time when using TV to sell albums was frowned upon.

Marketing has taken such a complete shift, thanks to the internet.

Celebrity is hawking make-up, cars, everything; it's shifted.

Netflix did it right and focused on all the things that have replaced the dumb, raw numbers of the Nielsen world - they embraced targeted marketing and 'brand' as a virtue higher than ratings.

In the beginning it was just about the business - now it's about the brand.

There's still a place for someone to come up with a strong headline, some copy in a commercial that's well written. I'm not saying it was better in the old days; it's just a totally different way of communicating.

I don't think display advertising is the future of advertising.

Digital advertising is now larger than TV.

The rise of the citizen review site is a sobering development. No longer are you on top of the mountain, blasting your marketing message down to the masses through your megaphone. All of a sudden, the masses are conversing with one another. If your service or product isn't any good, they'll out you.

I'm not saying that advertising is going away. But the balance is shifting. If today the successful recipe is to put 70 percent of your energy into shouting about your service and 30 percent into making it great, over the next 20 years I think that's going to invert.

The low point for neon came in 1982, when Holiday Inn did away with its signature 'Great Sign,' replacing the neon extravaganza with a forgettable green plastic box.

But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.

Books marketing has moved from the review culture to a preview culture.

The marketing business has been just about promoting things, but we don't believe that anymore. There has to be a societal component, too.

The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.

My thought process was: We had decided to become a B2C company and build the UTV brand and we couldn't be that as a TV producer or ad film-maker or doing in-flight programmes.

The first clothing line I had was called Very Rue. Then we changed the name and moved to QVC, and the name became A Touch of Rue.