Laurence Boschetto Discusses Technology and Human Behavior in ROI Festival Address
SHANGHAI, Nov. 10, 2011 /PRNewswire/ — Draftfcb CEO and President Laurence Boschetto delivered an impassioned speech at the 4th annual ROI Festival in Shanghai earlier today, urging attendees to anticipate and embrace future breakthroughs in technology while continuing to focus on human behavior and keeping messaging simple.
In front of a packed crowd, Boschetto’s presentation, “Living the Future of Marketing Communications,” drew praise for its forward-looking vision of technology’s role in the advertising industry.
“Advertisers will be able to engage in direct, one-to-one communications to take consumers through an engagement process at a level we never thought possible,” said Boschetto during his presentation. “These sorts of breakthroughs underscore the accelerated fusion of science and automation — mixed with a healthy dose of humanity, which I like to refer to as the Age of “Tech-Manity.” The intelligence behind technology and robotics are merging with humanity. Fortunately, humanity still provides the filter of judgment and values and emotion.”
Even with advancements in technology, Boschetto observed that ultimately, marketing will need to remain focused on consumer behavior to succeed: “The role of marketing will be what it has always been – to inform and persuade consumers to buy. We will just be doing so in a much more futuristic way.”
Boschetto is currently the CEO and President of Draftfcb and a member of the American Advertising Federation board of directors. As Draftfcb’s CEO and president, he is charged with setting the agency’s strategic direction, while ensuring operational excellence and growth. He is also responsible for Draftfcb’s overall financial performance.
With its foundation based upon the equal principles of creativity and accountability, Draftfcb is the first global, fully integrated marketing communications agency to operate against a single P&L with one unified management team and no silos. The agency is driven by a singular focus on consumer behavior as expressed by its proprietary 6.5 Seconds That Matter(SM) operating system, which recognizes the brief period of time marketers have to capture consumers’ attention through creative executions that inspire them to act. The Draftfcb network spans 161 offices in 96 countries and employs approximately 9,000 people.