Marty Cooke of SS+K came to speak at the Adcenter today. His talk was entitled "Building Brands and Opinion In A Fractured World."
Cooke talked a lot about integration, referencing SS+K as a truly integrated agency and not just one more shop capitalizing on the buzz word. From the website and the video he showed us, SS+K seemed like a very interesting place to work -- they produce a lot of alternative media pieces and seem to collect employees with a broad range of backgrounds. I was saddened to hear him say that he generally didn't hire people right out of grad school but looked for people who had a few years of agency experience first.
He called the process of building brands and opinion in a fractured world "asymmetric communication," which I thought was an intersting term.
Cooke shared with us his agency's beliefs on the idea of 'Noble Truth.' Cooke explained that a Noble Truth = Consumer Truth + Brand Truth.
Lastly, he suggested showed us the website www.secretwebsite.org, which was very neat.
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