"Shift to online neglects power of print"

Submitted by: Ulbe Jelluma 29/06/2015

At the most important event of the advertising industry, the Cannes Lions International Festival of Creativity,  one can expects the best creative work from all over world. And often also a perspective on what is happening. This year the quote came from

Pablo Del Campo, the worldwide Creative Director of Saatchi & Saatchi, says that "we are seduced by digital media and it's not necessarily because it's more effective". In an interview with The Australian newspaper during the Festival he also mentioned that the shift to online has gone too far.

Del Campo, who was presiding the Press Jury at this year's Cannes Festival, said that "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. Print is still powerful."

The remarks about print from this top exec from Saatchi & Saatchi follow a change of view expressed earlier this year by Sir Martin Sorrell. He mentioned that "there is an argument going-on about the effectiveness of newspapers and magazines, even in their traditional form, and maybe they are more effective than people give them credit (for). Unilever also commented earlier this year on the position of magazine brands. Rob Candelino, VP Marketing Haircare USA, said that print has become very relevant for Unilever.

The first months of this year have also shown plenty of advertisers using print for the first time or starting to use print again: Airbnb, Uber, del campo, Apple Watch and J.C. Penney. Solid proof for the continued role of print in the mix.