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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.
W: So, what exactly is your role at Havas?
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.
W: What areas of business do you think require the most focus on innovation right now?
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.
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.
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?
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?
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.
W: OK, Tom. Thanks for being with us.
M: Pleasure.
Questions 6 to 10 are based on what you have just heard.
Q6: What is Tom's main role in his new position?
Q7: According to Tom, what does innovation require of people?
Q8: What does Tom see as game-changing chances in the future?
Q9: What does Tom do first to deal with the toughest part of his work?
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]


n. 鍏紑锛涘闃旓紱鐜囩湡

understand [.ʌndə'stænd]


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]


n. 鍒涢犲姏锛屽垱閫

professional [prə'feʃənl]


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]


adj. 鍦 ... 涔嬪墠锛屽厛锛屽墠锛屼互鍓嶇殑

competition [kɔmpi'tiʃən]


n. 姣旇禌锛岀珵浜夛紝绔炶禌

solve [sɔlv]


v. 瑙e喅锛岃В绛

reconcile ['rekənsail]


vt. 鍜岃В锛岃皟鍜岋紝濡ュ崗
vi. 璋冨拰

inspire [in'spair]


vt. 褰卞搷锛屼娇 ... 鎰熷姩锛屾縺鍙戯紝鐓藉姩

definition [.defi'niʃən]


n. 瀹氫箟锛岄槓閲婏紝娓呮櫚搴




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