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To: Mike Perras who wrote (64)	2/12/2000 7:36:00 PM
From: Mike Perras	Read Replies (1) \| Respond to of 394

Another great read .. Advertising executives contemplate role of Internet in their future Copyright © 1999 Nando Media Copyright © 1999 Reuters News Service By DANIEL GREBLER AMELIA ISLAND, Fla.(April 22, 1999 6:21 p.m. EDT nandotimes.com) - John Pepper, chairman of Procter & Gamble Co., the world's second-largest advertiser, says if he were to open an advertising agency, he'd call it Pepper.com. "After all, I've learned something over the last year about how to boost market cap," he quipped in an address on Thursday to the management conference of the American Association of Advertising Agencies. "The Internet represents the revolution of our lifetime in how we can communicate with and serve consumers," Pepper told the gathering, which included some of the advertising industry's most powerful people. But he cautioned that many traditional ad agencies have yet to realize the importance of the Internet as an advertising and marketing vehicle. "I'm afraid some traditional agencies may miss the boat on this. I'd make sure mine wasn't one of them." In a separate address, Philip Geier, chairman and CEO of The Interpublic Group of Companies, Inc., one of the largest advertising holding companies, took a different tack on the revolutionary role of the medium. "The theorists may like revolutions," he said. "Consumers prefer evolutions. And guess who makes the final call?" Geier acknowledged that new technology "always finds a place." But he noted that it is not always the place its inventors had in mind. "Cable TV began life as a delivery system, not a medium - but look at it now!" he said. "Television was supposed to be the death of radio, but it wasn't. It simply changed the function of radio in the total mix." While agreeing that a growing number of consumers will shop on the Internet, Geier believes people will not give up the pleasures they derive from going to the mall or perusing a book they can hold in their hands. At the same time, he sees ad agencies playing a bigger role in the world of electronic commerce. But that role is limited by technology, said Geier, who admitted to having had difficulty managing his own e-mail. "The pipe provided by the telephone modem is too narrow. It plays a single note - the static Web page," he said. "And aren't you getting just a little sick of all those cluttered layouts with advertising stuck on with all the size and subtlety of a postage stamp? "What we need," Geier said, "are the Pipes of Pan, so that we can play our seductive little songs as only we can play them." When broadband cable modems "hook our audience up big time... and, when we can generate emotions as well as information... then the agencies will be able to do everything they've ever done and everything they've always wanted to be able to do." In a far-ranging discussion on the changing role of the advertising agency, Jack Connors, chairman and CEO of Boston-based Hill, Holliday, Connors Cosmopulos, called the Internet "the ultimate consumer tool." He said the Internet makes it possible for people "to change their loyalties dramatically as a function of price." But he added that for ad agencies, the medium "is a cow to be milked. It is nothing but opportunity." Toward that end, Connors echoed Procter & Gamble's Pepper, saying that advertising agencies should make the Internet an integral part of their communications programs and not just the realm of a specialty unit. "We are evolving to e-commerce," said Connors. "It's not going to be a division - these 'skunk work' units could take over the agency."