Brtivic chief raps UK's 'digital lag'

by Jemima Bokaie Marketing 24-Jun-08, 08:44

LONDON - Britvic marketing director Simon Stewart has hit out at the UK marketing industry's 'slow' adoption of digital advertising.

'The UK is a long way behind the US in understanding digital media,' he said. 'Marketing doesn't understand a lot about digital.'

Stewart also believes the use of social networks, such as Facebook, is 'unadventurous' marketing practice. 'It is standard now, just like being on TV,' he said.

Stewart admitted Britvic 'hadn't used digital media much' in the past. This month, however, it launched a digital element on its Robinsons website to support its 'Taste Buddies' ad campaign. The application invites families to interact with seven Taste Buddies characters through games.

Stewart cited Nike as an example of a brand with an 'effective and consistent integrated digital strategy.'

Comments

pixie x - 24/06/2008

What!!?? I am confused!! Digitally I thought we WERE ahead of the yanks? Aren't they the ones playing catch-up? Especially re are interactive coverage etc

Mark from Worth - 24/06/2008

I'm often meeting with marketing directors who are afraid to 'test and learn' from fully integrated campaigns; they know they can achieve short term results from tried and tested ATL. How can we take Stewart's critique seriously when on the one hand he talks about the digital lag, whilst on the other he admits that Britvic hasn't used much digital media!

Alastair Duncan - 24/06/2008

Isn't this the pot noodle calling the kettle black?

Alastair Duncan - 24/06/2008

sorry, blackcurrant

Fred Perkins - 24/06/2008

I might agree with Simon to a degree, but I suggest he looks in the mirror to find the laggards in adopting innovative approaches. It's the marketing directors at the clients - and in their 'creative' agencies, who steadfastly pursue outdated ,failing, models, demanding 'proof that it will work' before even sticking their toes in the water on anything with even a hint of innovation. In fairness to Simon, it may be Digital Republic that has produced an incredibly sloppy story, rather than Simon actually throwing hismelf on his own sword...