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Agent of Change


10 October 2011: Tom Eslinger, Digital Creative Director at Saatchi & Saatchi talks to Figaro about the interface between social and search and explains why marketers need to shift their focus away from specific channels and towards specific sets of behaviour.

“We’re only seeing the very tip of social media’s impact,” says Tom Eslinger, Digital Creative Director at Saatchi & Saatchi, the agency who rolled the royals down the aisle to East 17 for T-Mobile’s massively successful viral campaign earlier this year.

“It’s going to change the tools we use. The way the money’s spent. It’s going to change the way businesses are structured. Our tools and experience have been based on the idea that users are sitting at a PC in a single place. That entire experience will change to become absolutely location based. What’s exciting is this is the first time so many disciplines have been working together at once. Exciting - but for clients a little scary.”

Eslinger is well-placed to judge. He’s been on Saatchi’s worldwide creative board since 2002. A passionate advocate and theorist of innovation in technology and design, he’s picked up multiple Cannes Lion Awards, done several stints as a juror at the festival and still finds time to design his own fonts, some of which have featured in Saatchi campaigns. Marketing’s focus in the 21st century, he says, needs to shift away from specific channels and instead focus on specific sets of user behaviour.

Read full article at figarodigital.co.uk

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