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The State We’re In? Digital Miosis

The State We’re In? Digital Miosis

Greg James

Greg James

December 13, 2018

In a culture of distrust, clarity is key.

How we use our phones or devices is human. It’s not about the technology inside, it’s about what we do with it.

LBB

By Greg James
Global Chief Strategy Officer, Havas Media

Dec. 13, 2018

 

I’m a huge fan of my Google Pixel and it was kind of a big deal when I left iPhone after 10 years to switch last year. Clearly ‘big deals’ are relative but it’s honestly a frequent talking point when people spot that my phone on the table in a meeting isn’t an Apple.

When I made the change I figured I’d struggle to move to a new operating system, a new language, but two days later I was fumbling around my other half’s iPhone in the car trying to remember where Spotify was – my brain had adapted within 48 hours and I now looked like my dad trying to get his head around WhatsApp.

How we use our phones or devices is human. It’s not about the technology inside, it’s about what we do with it. Manufacturers don’t expect me to learn how the phone works inside – they expect me to reap the UX benefits and get value from the features and outputs – and we could all learn a lesson here.

The business of media planning and buying is suffering from “digital miosis,” a nearsighted blindness where we’re only able to focus on “platforms,” “data,” “ad tech” and “analysts.”

Clients don’t speak our language so they’re fumbling with this operating system. All this technology is critical for success in our industry today, but it’s just how we do the job, not why we do it, nor is it what our industry is fundamentally about.

As agencies suffer the apparent threat of extinction from consultancies and frenemies, we’d do well to reclaim what’s ours: the deep and human language of consumers – real people; the nuanced alliance of man and machine combined in solving problems; the uniquely creative way only imperfect human brains can land on new ideas and ways to communicate.

 

Read the full article

How we use our phones or devices is human. It’s not about the technology inside, it’s about what we do with it.

LBB

By Greg James
Global Chief Strategy Officer, Havas Media

Dec. 13, 2018

 

I’m a huge fan of my Google Pixel and it was kind of a big deal when I left iPhone after 10 years to switch last year. Clearly ‘big deals’ are relative but it’s honestly a frequent talking point when people spot that my phone on the table in a meeting isn’t an Apple.

When I made the change I figured I’d struggle to move to a new operating system, a new language, but two days later I was fumbling around my other half’s iPhone in the car trying to remember where Spotify was – my brain had adapted within 48 hours and I now looked like my dad trying to get his head around WhatsApp.

How we use our phones or devices is human. It’s not about the technology inside, it’s about what we do with it. Manufacturers don’t expect me to learn how the phone works inside – they expect me to reap the UX benefits and get value from the features and outputs – and we could all learn a lesson here.

The business of media planning and buying is suffering from “digital miosis,” a nearsighted blindness where we’re only able to focus on “platforms,” “data,” “ad tech” and “analysts.”

Clients don’t speak our language so they’re fumbling with this operating system. All this technology is critical for success in our industry today, but it’s just how we do the job, not why we do it, nor is it what our industry is fundamentally about.

As agencies suffer the apparent threat of extinction from consultancies and frenemies, we’d do well to reclaim what’s ours: the deep and human language of consumers – real people; the nuanced alliance of man and machine combined in solving problems; the uniquely creative way only imperfect human brains can land on new ideas and ways to communicate.

 

Read the full article

Greg's experience spans strategy, media, sponsorship, content, editorial and marketing for brands including Unilever, Nintendo, Vodafone & more.

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