Q&A with Bob Jeffrey, The Times (Raconteur)

Wednesday, July 01, 2009

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Talking advertising, technology and tie-wearing with worldwide CEO of creative agency, JWT. By James Silver.

What’s your all time favourite advertisement?
Bob Jeffrey: The Volkswagen ad “Think small”.

I don’t know how tough you are about dress codes at JWT, but as a rule should advertising creatives wear ties?

BJ: The dress code here is completely casual. But years ago, when creative people were walking around, looking like slobs, I had a creative partner who deliberately wore a tie, white shirt and blue blazer because he was convinced that clients were so unaccustomed to that wardrobe that he had a greater chance of getting edgy work approved. My view is that [JWT staff] should wear whatever they want, but they should err on the side of the unexpected versus the predictable.

How has the NY advertising scene changed from the hard-drinking, hard-living world of the TV show Mad Men?

BJ: I think it’s actually become too serious. My view of advertising is that conceptually we should be closer to Hollywood than Wall Street. When I travel the world and go to places like India and Brazil, it reminds me of the energy that existed in the business when I first got into it.

What is the one thing no advertising man or woman should be seen without?

BJ: I would say some kind of smartphone device...

iPhone or Blackberry?

BJ: You’re putting me in a very difficult predicament as I have [Blackberry manufacturer] Nokia as a client. So, I carry the [Nokia] E71.

Which takes us onto another tough choice - as you also have Microsoft as a client - Mac or PC?

BJ: I do both!

Which city is now the global capital of advertising and which are the cities to watch?

BJ: In terms of destination and the stimulation that exists here, I’m going to say New York. Cities to watch would be San Paolo, Mumbai and Shanghai.

Name the technological invention which has had the single biggest impact on advertising?

BJ: I’m going to say TV, because TV was the first mass medium, so it was beyond advertising, it transformed the culture. Also TV in my estimation was the single biggest thing which began to export American culture to the rest of the world.

The industry has been predicting mobile marketing to be The Next Big Thing for years now. Any sign that its moment is finally here?

BJ: I believe that now more than a couple of years ago. I’ve always been a big believer in mobile and I’ve always thought it was an underleveraged weapon in our communications arsenal. But I think the ubiquity and popularity of the iPhone and the applications that exist on that is paving the way for more specific advertising applications.

When are you clients telling you the downturn will be over?

BJ: Most clients are fairly conservative and are saying the second half of 2010.

Coach of First-Class?

BJ: I’m a pragmatist, I try to fly coach as much as I can. But on long-distance flights, I pretty much fly Business class. I rarely fly First Class anymore.

(The Times, published by Raconteur, 1st July 2009)

Posted by James Silver - On Wednesday, July 01, 2009

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