Saatchi creative head: digital shift has gone too far

Worldwide creative director of Saatchi & Saatchi, Pablo Del Campo, says that the shift by advertisers online and social media has gone too far, while print is a more powerful medium than most people realise.

Mr Del Campo said it was time to question whether digital media delivered the better return on investment.

In an interview with The Australian at the Cannes Lions International Festival of Creativity, Mr Del Campo said print media had ­become even more premium in the digital era because they had more engaged readers

“We are seduced by digital media and it’s not necessarily ­because it’s more effective,” he said. “I feel it’s because it’s new.

“The movement online has gone too far. Maybe advertisers don’t know exactly what to do. They are experimenting because they need to and I understand that. Let’s wait a couple of years and see, but I feel print is not ­extinct.”

He told The Australian clients should think more about measuring engagement rather than the amount of time spent by a ­consumer.

“Print is still powerful,” Mr Del Campo said. “The thing about print is that a consumer will be in silence and you have time to be exposed. Of course you have to catch the attention of somebody but if you get that attention then the type of relationship you can establish with the idea and the ­target audience is very good.

“Digital is more interactive but sometimes you want to read a print newspaper. It’s totally engaging and very effective.”

Mr Del Campo’s comments echo the thoughts of WPP chief executive Martin Sorrell, who said in April that print media was more powerful than agencies believed, and advertisers should direct a greater percentage of their revenue there.


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