Leading Generation Y
Simon Walker
“The 30 second TV advertisement is dead.” So declared Lord Saatchi when he described the ‘next day recall’ rates of advertising messages by ‘younger’ people when compared to their older peers. The reason, he said, was that they have grown up through a different set of technological conditions-, facebook, YouTube, instant messages, ipods, mobiles and if they do watch TV, a 1000 channels to flick through. As a result they have learnt to filter through a huge amount of media and simply ignore what is not relevant to them
What Saatchi was describing was a communications preference, caused by the changing technological conditions.
But if one communication preference has changed, what else might have also have changed? As communication is the key ingredient in all relationships, team working and leadership, it makes sense to understand the implications.
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