Age of ideas driving creative bravery in Asia: Kevin Roberts

"It couldn't be more stimulating times," the worldwide chief executive officer commented in a catchphrase-laden phone interview with Campaign Asia-Pacific this morning.

With digital connectivity and social media, "the power is in the hands of the people, and it's a tremendously exciting environment."

For marketers and creatives, there are no longer any hurdles to prevent a big idea from making a big mark. "The barriers to entry have disintegrated," he said. "You used to have to afford a TVC. Now you can win just by harnessing and unleashing the unreasonable power of creativity."

Roberts refers to the change as a shift from an "attention economy" to a "participation economy" and warns that brands ignoring that distinction do so at their peril. Consumers expect to be asked to share their views, share the content, and be involved in something, and "if the media you're running doesn't offer that, then I'm not going to play."

In this environment, Roberts sees more confidence emerging among Asia's marketers. In the past, he said, too many clients in the region would "yap" about the Asian economic crisis, using it as an excuse. They would retreat into restructuring instead of focusing on growth. "Growth needs an idea," Roberts said, "Restructuring just needs an ax. Instead of trusting in art, they would go back to science."

Today, in contrast, the region is getting past that. Jobs are being created, and brands are acting with more bravery. Whereas people used to look for the next big idea, marketers and agencies are realizing that there is an inifinite number of small ideas that might become big ideas, if consumers latch onto them. "So let's move fast, fail fast, and stay tuned," he said. "When the flames start to rise, then we'll add fuel to it."

The region is loaded with talented young people who don't need lessons in how to operate in this "age of ideas" because they live connected lives. The challenge is making sure existing creatives get the training they need so they don't miss out. "And most of them are dying to get into it," he added. "All creative people want to do is get their idea out there somehow, and they don't care about what kind of screen it appears on. Today, you don't need big brave clients or a big budget – just a great idea."

As for marketers, the most successful in Roberts' eyes are the ones that are empathetic to their customers. He cites the example of what Kraft (not a client) has done with Oreo, which has been remade to fit the China market because those responsible for marketing it have taken the time to understand their customers.

This leads to Roberts' oft-cited remark of late that "Marketing is dead." In fact, he admits that what he means to say is that traditional marketing activities are now "table stakes": All the traditional tasks marketers learned in school are minimum required activities now. "Yes, you have to do it, but it doesn't create differentiation," he said. "It doesn’t create intimacy. You have to get to the next level, to inspire people to be part of something."

He added that contrary to conventional wisdom, people crave this connection with brands, and are willing to pay for it, even more in tough economic times than in good times.

"When you have less to spend, you demand more from every choice," he said. "So as well as the functional benefit, you want to have some emotional satisfaction, so that it makes you a tiny, tiny bit happier."