To: MICHEL GUIBERT who wrote (956 ) 3/30/1999 8:45:00 AM From: Link Lady Respond to of 3896
Off-topic sort of.canoe.com For Tuesday, March 30, 1999 Browse the Web or be left in the dust, ad agency president warns clients By SUZANNE STEEL The Financial Post The Internet is a turning point for the advertising industry and a turning point for business, says Geoffrey Roche, president and creative director of Roche Macaulay & Partners Advertising Inc. But, he says, many of Canada's top executives are reluctant to see its potential. "I'm amazed at how many executives don't really spend a lot of time on the Web. It's beyond comprehension. What scares me about Canada is I believe we have this opportunity to speak to the world and we could be leaders in the Web if we wanted to, but there is not a sense of that." Mr. Roche routinely browses the Web looking for sites that might be of interest to his clients, part of a process that can involve more than just a little prodding. "You might as well be speaking Greek to people sometime when you are speaking to them about Web sites, and how Web sites should work." He recently decided to send a reluctant executive a computer with 20 sites already bookmarked to encourage his participation. "If I think the world's going to pass my client by, then I've got to be screaming at them. I don't think the Web is something you can ignore. My clients look at me like they don't have the time. I just say spend 20 minutes a night. Some of them get excited, but not all." Many clients don't have confidence in the Web because they see it as a great expense with uncertain results. "In every industry there are people who are leading edge Webwise, and there are some who are just completely left in the dust. I don't understand any client not being at least interested in what's going on on the Web." Mr. Roche says the number of substandard and unprofessional Web sites doesn't help. "I think so much of the industry right now is filled with fly-by-night operators. If there was ever a time that the entire industry is a bunch of snake-oil salesmen, I think it's right now. There's no end of people who say they'll put a site up for you. You still need a base of talent to come up with something decent." Roche Macaulay's client roster includes the Canadian Egg Marketing Agency, Eaton's, Harry Rosen, Ikea Germany, Mercedes-Benz Canada, Ralston Purina, and Reebok Canada. "It's important to me right now that our clients are as up to speed as possible on the Web and what's happening. It's a great unknown, you might as well be Columbus. No one knows where it's going to go."