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贵州快三开奖—官方网址22270.COM鈥2017骞磋嫳璇笓涓氬叓绾х湡棰樺惉鍔 Interview(2)

鏉ユ簮:绉掔蹇笁 鈥旈椤-绉掔蹇笁 鈥旈椤-鑻辫 缂栬緫:Melody 锘  VIP鍏嶈垂澶栨暀璇曞惉璇 |  绉掔蹇笁 鈥旈椤-绉掔蹇笁 鈥旈椤-瀹樻柟寰俊:ikekenet
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W: Tom, I understand When Havas Media North America hired you early this year to be head of strategy and innovation, it did not include the words "future" of "futurist" in your title, but a large part of your role is understanding where the near and not-so-distant futures of media can be applied and accelerated in ways that give Havas and its clients a competitive advantage.

濂筹細姹ゅ锛屾垜浜嗚В鍒颁粖骞村勾鍒濆搱鐡︽柉鍖楃編鍒嗗叕鍙歌仒璇蜂綘鎷呬换鎴樼暐涓庡垱鏂颁富绠★紝褰撴椂浣犵殑澶磋閲屽苟娌℃湁鈥滄湭鏉モ濊繖涓瘝锛屼絾浣犵殑鑱岃矗涓紝鏈夊緢澶т竴閮ㄥ垎鏄鎵炬湭鏉ョ绉掑揩涓 鈥旈椤-浠ュ簲鐢ㄥ獟浣撳苟涓斿姞閫熷叾鍙戝睍鐨勯鍩燂紝浠庤屼娇鍝堢摝鏂笌鍏跺鎴疯幏寰楃珵浜変紭鍔裤
M: Yes.
鐢凤細鏄殑銆
W: So, what exactly is your role at Havas?
濂筹細閭d箞锛屼綘鍦ㄥ搱鐡︽柉鐨勫叿浣撹亴璐f槸浠涔?
M: Well, I'm very lucky in that I get paid to think! My role is about understanding the changes in behavior, technology and media, and then to use that information to inspire new thinking and new ideas, and then to bring them to life. It could be anything from what the Internet of things means for our clients, to how mobile coupons could develop. The key is making something from it.
贵州快三开奖—官方网址22270.COM鐢凤細鍡紝鎴戝緢骞歌繍锛屽洜涓哄叕鍙镐粯閽辫鎴戞濊冿紒鎴戠殑鑱岃矗鏄悊瑙h涓恒佹妧鏈拰濯掍綋鐨勫彉鍖栵紝鐒跺悗鍒╃敤杩欎簺淇℃伅婵鍙戞柊鐨勬濊冨拰鎯虫硶锛屾渶鍚庡疄鐜拌繖浜涙兂娉曘傝繖浜涙兂娉曞寘缃椾竾璞★紝浠庣墿鑱旂綉瀵瑰鎴风殑鎰忎箟锛屽埌绉诲姩浼樻儬鍒哥殑鍙戝睍鍓嶆櫙銆贵州快三开奖—官方网址22270.COM鍏抽敭鏄湁鎵浣滀负銆
W: What areas of business do you think require the most focus on innovation right now?
濂筹細浣犺涓虹幇鍦ㄥ摢浜涢鍩熸渶闇瑕佷笓娉ㄤ簬鍒涙柊?
M: I think we need to innovate in two very broad areas. First, we need to start working around people and not our own interests or channels. We need to create new processes and structures, and bring in new talent to take advantage of the evolving media landscape. In the same way that television show were plays that were filmed, we've tended to simply repurpose advertising units that were invented several decades ago. Secondly, we need to re-evaluate the role of advertising. For me, media agencies should not be advertising clients on how to spend marketing money, but applying design thinking, creativity, data and consumer understanding to solve client business problems.
贵州快三开奖—官方网址22270.COM鐢凤細鎴戣涓洪渶瑕佸湪涓や釜闈炲父骞块様鐨勯鍩熻繘琛屽垱鏂般傞鍏堬紝鎴戜滑闇瑕佸紑濮嬩笌浜烘墦浜ら亾锛岃屼笉鏄彧涓撴敞浜庤嚜宸辩殑鍒╃泭鎴栨笭閬撱傛垜浠渶瑕佸垱閫犳柊鐨勮繃绋嬪拰缁撴瀯锛屽苟寮曡繘鏂扮殑浜烘墠锛屼互搴斿涓嶆柇鍙樺寲鐨勫獟浣撶幆澧冦傜數瑙嗗墽鏄褰曞埗涓嬫潵鐨勮瘽鍓э紝鍊熷姪杩欑鏂扮摱瑁呮棫閰掔殑鏂瑰紡锛屾垜浠篃瑕侀噸鏂板埄鐢ㄥ嚑鍗佸勾鍓嶅彂鏄庣殑骞垮憡鍗曞厓銆傚叾娆★紝鎴戜滑闇瑕侀噸鏂拌瘎浼板箍鍛婄殑浣滅敤銆傛垜璁や负锛屽獟浣撴満鏋勪笉搴旇鍚戝鎴峰浼犲浣曡姳鎺夎惀閿缁忚垂锛岃屽簲璇ヨ繍鐢ㄨ璁℃濈淮銆佸垱鎰忋佹暟鎹拰娑堣垂鑰呯殑鐞嗚В鏉ヨВ鍐冲鎴风殑涓氬姟闂銆
W: How do you know which areas to focus on that will actually lead to business results, vs. being interesting, but potentially low-yielding dead-ends?
濂筹細浣犳庝箞鐭ラ亾鍝簺棰嗗煙浼氬甫鏉ヤ笟鍔℃垚鏋滐紝鍝簺鏄竴寮濮嬬绉掑揩涓 鈥旈椤-鐩堝埄锛屽叾瀹炴敹鐩婂緢浣庣殑姝昏儭鍚?
M: The hardest thing with innovation is that it needs people to take a risk. You can't do anything for the first time if you need to show previous success stories, because by definition it's never been done before. As an industry, we need to focus on our gut feelings and on superb ideas, not just data-supported arguments.
鐢凤細鍒涙柊鏈鍥伴毦鐨勫湴鏂瑰湪浜庡畠闇瑕佷汉浠幓鍐掗櫓銆傜涓娆″仛浜嬶紝渚夸笉鑳界偒鑰涔嬪墠鐨勬垚鍔熶簨杩癸紝鍥犱负鎵璋撯滅涓娆♀濓紝渚挎槸浠庢潵娌℃湁杩囩殑銆備綔涓轰竴涓涓氾紝鎴戜滑闇瑕佸叧娉ㄦ垜浠殑鐩磋鍜屼紭绉鐨勬兂娉曪紝鑰屼笉浠呬粎鏄暟鎹敮鎸佺殑璁虹偣銆
W: What areas do you think are being overlooked by the industry that could be game-changing opportunities in the future?
濂筹細浣犺涓哄摢浜涜涓氬唴蹇界暐浜嗙殑棰嗗煙锛屽湪鏈潵绉掔蹇笁 鈥旈椤-鑳芥敼鍙樻父鎴忚鍒欙紵
M: I believe that the industry is going to start targeting at a user level, serving messages directly to consumers. Right now, we still move people to visit websites or either enter some silly competition. Why not use ads to download mobile coupons or send offers to friends, or save locations to bookmark, or make phone calls?
鐢凤細鎴戠浉淇¤繖涓涓氬皢浼氫互鐢ㄦ埛涓虹洰鏍囷紝鐩存帴鍚戞秷璐硅呮彁渚涗俊鎭贵州快三开奖—官方网址22270.COM鐜板湪锛屾垜浠粛鐒朵細璇卞浜轰滑璁块棶缃戠珯锛屾垨鑰呭弬鍔犱竴浜涙剼锠㈢殑绔炰簤銆傜绉掑揩涓 鈥旈椤-浠ュ熷姪骞垮憡鏉ヤ笅杞界Щ鍔ㄤ紭鎯犲埜锛岀粰鏈嬪弸鍙戦侀個璇凤紝鎶婂湴鐐逛繚瀛樺埌涔︾锛岃繕鏈夋墦鐢佃瘽銆
W: How do you reconcile your role between innovating and applying it into strategy?
濂筹細浣犲浣曡皟鍜屼綘鍦ㄥ垱鏂板拰搴旂敤绛栫暐涔嬮棿鐨勪綔鐢?
M: The hardest part of my job is establishing the "focal point". My approach is: first to take a long hard look at the future and see what will be possible one day, and then to consider an entry point that is buyable in the next 4 months, and make it happen.
鐢凤細鎴戝伐浣滀腑鏈鍥伴毦鐨勯儴鍒嗗氨鏄绔嬧滅劍鐐光濄傛垜鐨勬柟娉曟槸:棣栧厛瀵规湭鏉ヨ繘琛岄暱鏈熺殑瑙傚療锛岀湅鐪嬫湭鏉ョ绉掑揩涓 鈥旈椤-鑳藉彂鐢熶粈涔堬紝鐒跺悗鍐嶈冭檻涓涓湪鏈潵4涓湀鍐呯殑绉掔蹇笁 鈥旈椤-涔板叆鍙g偣锛屽苟瀹炵幇瀹冦
W: What do you think of other agencies' getting directly into the ventures game to fuel innovation vis-a-vis capital? Or is it best left to professional venture capital firms, or clients to do directly?
濂筹細鍏朵粬鏈烘瀯鐩存帴杩涘叆椋庨櫓鎶曡祫锛屼互璧勬湰鎺ㄥ姩鍒涙柊锛屽姝や綘鏈変粈涔堢湅娉曪紵鎴栨槸鐢变笓涓氶闄╂姇璧勫叕鍙告垨瀹㈡埛鐩存帴鎶曡祫鎵嶆瘮杈冨ソ锛
M: I think the role of media agencies needs to be about collaboration and openness and fostering creativity, but the key is how that is done, and how we ensure that everything is about the best interests of our clients.
鐢凤細鎴戣涓哄獟浣撶殑瑙掕壊搴旇鏄悎浣溿佸紑鏀惧拰鍩瑰吇鍒涢犲姏锛屼絾鍏抽敭鍦ㄤ簬濡備綍鍋氬埌杩欎竴鐐癸紝浠ュ強鎴戜滑濡備綍纭繚涓鍒囬兘鍏充箮鎴戜滑瀹㈡埛鐨勬渶楂樺埄鐩娿
W: OK, Tom. Thanks for being with us.
濂筹細濂藉惂锛屾堡濮嗐傝阿璋綘鏉ュ埌杩欓噷銆
M: Pleasure.
鐢凤細闈炲父楂樺叴鍙傚姞鑺傜洰銆
Questions 6 to 10 are based on what you have just heard.
鏍规嵁鎵鍚埌鐨勫唴瀹瑰洖绛旂6鍒10棰樸
Q6: What is Tom's main role in his new position?
绗6棰橈細姹ゅ鍦ㄨ繖涓柊鑱屼綅涓婄殑涓昏瑙掕壊鏄粈涔?
Q7: According to Tom, what does innovation require of people?
绗7棰橈細鏍规嵁姹ゅ鐨勮娉曪紝鍒涙柊瀵逛汉鎻愬嚭浜嗕粈涔堟牱鐨勮姹?
Q8: What does Tom see as game-changing chances in the future?
绗8棰橈細姹ゅ璁や负浠涔堜細鏀瑰彉鏈潵鐨勬父鎴忚鍒?
Q9: What does Tom do first to deal with the toughest part of his work?
绗9棰橈細澶勭悊宸ヤ綔涓渶鍥伴毦鐨勯儴鍒嗘椂锛屾堡濮嗕細鍏堝仛浠涔?
Q10: Which of the following might Tom work for?
绗10棰橈細涓嬪垪鍝釜绉掔蹇笁 鈥旈椤-鑳芥槸姹ゅ鐨勫叕鍙?

閲嶇偣鍗曡瘝   鏌ョ湅鍏ㄩ儴瑙i噴    
openness ['əupənnis]

鎯充竴鎯冲啀鐪

n. 鍏紑锛涘闃旓紱鐜囩湡

 
understand [.ʌndə'stænd]

鎯充竴鎯冲啀鐪

vt. 鐞嗚В锛屾噦锛屽惉璇达紝鑾锋倝锛屽皢 ... 鐞嗚В涓猴紝璁や负<

 
creativity [.kri:ei'tiviti]

鎯充竴鎯冲啀鐪

n. 鍒涢犲姏锛屽垱閫

鑱旀兂璁板繂
professional [prə'feʃənl]

鎯充竴鎯冲啀鐪

adj. 鑱屼笟鐨勶紝涓撲笟鐨勶紝涓撻棬鐨
n. 涓撲笟浜

 
previous ['pri:vjəs]

鎯充竴鎯冲啀鐪

adj. 鍦 ... 涔嬪墠锛屽厛锛屽墠锛屼互鍓嶇殑

鑱旀兂璁板繂
competition [kɔmpi'tiʃən]

鎯充竴鎯冲啀鐪

n. 姣旇禌锛岀珵浜夛紝绔炶禌

 
solve [sɔlv]

鎯充竴鎯冲啀鐪

v. 瑙e喅锛岃В绛

 
reconcile ['rekənsail]

鎯充竴鎯冲啀鐪

vt. 鍜岃В锛岃皟鍜岋紝濡ュ崗
vi. 璋冨拰

 
inspire [in'spair]

鎯充竴鎯冲啀鐪

vt. 褰卞搷锛屼娇 ... 鎰熷姩锛屾縺鍙戯紝鐓藉姩
v

鑱旀兂璁板繂
definition [.defi'niʃən]

鎯充竴鎯冲啀鐪

n. 瀹氫箟锛岄槓閲婏紝娓呮櫚搴

鑱旀兂璁板繂

鏂颁笢鏂逛笓涓氬叓绾em8缃戠粶璇剧▼:璇曞惉鏇村Tem8缃戠粶璇剧▼>>

鍙戝竷璇勮鎴戞潵璇2鍙

    绉掔蹇笁 鈥旈椤-绉掔蹇笁 鈥旈椤-鑳屽崟璇

    绉掔蹇笁 鈥旈椤-绉掔蹇笁 鈥旈椤-鑻辫瀹樻柟寰俊(寰俊鍙:ikekenet)

    姣忓ぉ鍚戝ぇ瀹舵帹閫佺煭灏忕簿鎮嶇殑鑻辫瀛︿範璧勬枡.

    娣诲姞鏂瑰紡1.鎵弿涓婃柟绉掔蹇笁 鈥旈椤-绉掔蹇笁 鈥旈椤-瀹樻柟寰俊浜岀淮鐮併
    娣诲姞鏂瑰紡2.鎼滅储寰俊鍙ikekenet贵州快三开奖—官方网址22270.COM娣诲姞鍗崇绉掑揩涓 鈥旈椤-銆