RE: UKNM: P&G FAST

[Ross Sleight]

Isn't the most interesting thing about the FAST Summit (apart from it being

an obvious competitive reaction to Unilever's AOL/MSN worldwide shut out

deals two months earlier) is the meeting of several clients to move forward

in what seems to be a partnership.  If Coke, Levis and Nike all work with

P&G online, as they are complimentary rather than competitive brands,

doesn't this open up new opportunities for the web concerning advertising

and marketing?


Its also a good idea to read Denis Beausejour's (VP Advertising worldwide at

P&G) speech at Ad Tech on the Fast Summit site at


http://www.fastsummit.com/pages/index.cgi/speech as this explains P&G's real

motivation for utilising the Web - one to one marketing I recently met the

ex head of P&G world-wide advertising and he confirmed that this is the aim

for P&G on the web. (although I believe that one to one marketing doesn't

exist actually - a consumer does want only one relationship with a company,

but companies are not really geared to a one to one relationship with

consumers, so I think what P&G want is actually defined as one to few

marketing from company to consumer with the pretence of one to one from

consumer to company)


Ross


-----Original Message-----

From: Ray Taylor [

taylorbizbiz [dot] com (mailto:taylorbizbiz [dot] com)

]

Sent: 15 September 1998 16:29

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: P&G FAST



Congratulations to Steve on his offline creative activities. Hope you have

at much fun with it as I do (the parenting bit, that is)


P&G summit is covered at: http://www.fastsummit.com/


There was some brief discussion on http://www.revolution.haynet.com/wall/

and that publication's esteemed editor also pointed out that Unilever's

policy on Internet advertising is covered at



http://www.unilever.com/public/imarket/press/press.htm


>From reports that I have read on the Fast Summit, it degenerated into the

usual argument about what you _can_ and _can't_ do - as opposed to what has

been tried or has not been tried and ought to be.


Ray Taylor

NMC/Adplan

0181 639 0015


-----Original Message-----

From: Steve Bowbrick <

stevewebmedia [dot] com

>

To:

uk-netmarketingchinwag [dot] com

 <

uk-netmarketingchinwag [dot] com

>

Date: 15 September 1998 15:49

Subject: UKNM: P&G FAST


>Didn't see any discussion of P&G's FAST summit here (this may be because my

>mind has turned to mush since my son was born. Did I tell you he's very

>advanced for his age?). The summit, intended to 'kickstart the web as an ad


>medium', has triggered a lot of debate in the US ad press and online.

>

>It looks grossly flawed to me - P&G's agenda so skewed towards advertising

>it explicitly excludes discussion of e-commerce, databases, non-ad

>commercial models, promotions etc. etc. This is the same kind of imperial

>model pursued by P&G in other media - hardly subtle. The summit spawned

>four 'task forces' charged with investigating the following four areas:

>advertising models; media buying; measurement and consumer acceptance.

>

>Does P&G's intervention promise a vital boost to the medium as it did for

>TV in the fifties or is it just the dead hand of an old medium?

>

>s

>

>--

>Steve Bowbrick                                      Webmedia Group

>0171 292 5545                                         0468 257 570

>

>

>

>

http://www.webmedia.com/steve stevewebmedia [dot] com (mailto:stevewebmedia [dot] com)

>

>

>

>http://www.bowbrick.com - he's very advanced for his age...