Germany falling behind in digital
Oldies have taken to the digital age, says Amelia Torode, and so have their grandchildren. It’s the middle-aged professionals who fear and resent it. Guess what? It’s the people running agencies and working at the ad agencies that resent digital for a pragmatic reason, they are making good money with selling old world solutions. So why bother bringing the magic back to our industry even with the leadership position being long at stake.
German trade press, is saying that this was to be expected. Now the trade press has done little or nothing to being tranformative themselves. In Germany you must turn to CNN Europe to hear about anything transformatve. To all I know, BRAND EINS, the highbrow economy magazine, I would have wanted to place my bets on, has failed to look into what drives the deficit.
So yes, the festival in Cannes has Germany stand out as the design nation and there is truth to my friend Gogo’s observation. He trusts that it is mediocracy that makes Germany stand out: “We hurdle in the middle as we see fit as does a school of fish defending themselves from predators.” MPG CEO, Maria-Luisa Francoli, recently stated in an article of Germany’s trade mag,WuV, that 70% of all media spending will go to digital. You may think that there is little hope for Germany’s rigid ad industry to catch on. Think again. Germany has always been ridiculously slow with adapting to change of the serious kind. Think of the world wars, and how well Germany did after hell had finally broken loose. Ad agencies big and small, networked or family run, believe to have no reason for concern. They are winning in Cannes and they are earning good money with selling non-dynamic websites as dynamic to businesses, slow in moving themselves into the new world. “It’s not over ’til the fat lady sings”, as my daughter Dido pointed out to me, “but it’s good to know the fat lady has taken center stage.”