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BBDO Worldwide CEO Andrew Robertson on global advertising spending, the company’s Super Bowl M&M and how the Houston Rockets should promote Jere...
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-- to keep the boss happy and you cannot forget about the customers either but.
How do you satisfy an impressed potential customers.
When they are a who's who of the world's because France and how do you want to counterattack.
Against new technology that's trying to kill a big piece of your business.
Have you guessed what business I'm talking about the advertising business Andrew Robinson as the CEO and president of BBDO worldwide.
Here in a Fox Business exclusive one of the biggest of the ad guys out there -- to see you.
Must have been hit so you a lot of headwinds here not only the ones that we just mentioned but the European debt crisis US businesses absolutely saying we're no longer going to let ad dollars -- off into the air trying different things and throwing -- darts at a -- -- How is business right now you -- macro picture.
-- macro picture is -- -- economical which the videos part of reported second quarter results -- -- -- revenues were up.
On a like for like basis organically about five point one -- Which I think is pretty good.
And margins improved.
Yeah its industry leading.
Number so so.
The loss quarter's good we start again.
-- on the -- -- a lot of those two we're looking forward to it.
Global ad spending in total expected this year to be about 502 billion dollars it's up about four point 3% but.
You tell me what parts of the globe are they still spending on a lot of advertising as well.
-- added there is.
That you go to separate I mean we focus more on how we can increase that share.
But the business than all of them.
Depending on the growth of the -- so you wouldn't say it's a zillion companies love there -- if you look at Britain Brazil -- more spending in Brazil was more spending in China has more spending in India does all the things that people always talk about but it if if I look at.
Outperformance in the UK for example let's -- a function of a massive increase in the markets and that's function of improvement that competitive position.
GE AT&T Procter & Gamble you have some of the -- biggest of the gigantic accounts.
But you've also really maintain sort of the boutique feel because you keep winning the most creative ad agency in the world -- -- from all over the place.
I want -- first let our viewers know that they won the Super Bowl YouTube competition about who at the most creative -- -- -- the Eminem commercial let's take a look at -- talk about the psychology of putting -- like this together.
And I said mr.
prime minister I'm flattered those -- love chocolate but I'm here is Tripoli -- a professional than what's wrong with him.
He continues to hit my shell is brown.
It just looks like and milk chocolate is showing only a foolish thing got actually show up naked -- that can't get -- -- yeah.
-- -- -- Dancing -- -- dancing dog dancing Eminem's but.
What was sort of the Genesis of this commercial.
Well I am the the strangely.
-- brown have never existed.
We have red and yellow and green and we -- about a couple of years ago that it would be good idea to introduce and Spencer we have to create the character what's -- what's the role going to be what's supposed Nazi character going to be like.
We -- for the job of chief creative potential that officer she's been under -- -- book the perfect topic that they put in in that in -- And what you saw in that particular spot was literally just the thirty seconds that appeared in the Super -- what you didn't see and that was the five weeks of activity that took place before and succeeding the most commercial we introduced in the special preview we -- -- tweeting she had -- -- Radio station -- favorite song was sweet sweet dreams -- -- this.
And a lot of activity on FaceBook and he asked her life into your your people need a little hand you -- are you actually have a live interview in on fox news with.
As we dead I remember it well it didn't look at this at a time where we find that very entertaining but.
A lot of people are just DVR -- fast forwarding right through this you've got dish network's coming out with the hopper does that strike fear in your hearts as Batman.
No it doesn't strike fear in my -- what it does is it puts more focus into what we of almost concerned about which is creating and delivering the best work the world's most compelling commercial content that's the business that -- it.
And the reason for that is the only way to deal with all of the press is that the coming from new technologies and -- customer behavior it's.
Is to make sure you -- stuff they choose to participate with they choose to.
-- Jeremy -- is leaving the next.
Everybody's talking about how easy -- was with the -- sanity insanity.
And I just would love to know he was an ad guy if he were the Houston Rockets.
How would you promote him.
I'm probably the wrong -- to us because I'm a knicks fan -- and New York State is declined to my odds.
So why I would -- brands Jeremy -- is with one of those -- -- -- that they use -- capital and I would I would put it ignore inhibits it may be new you'll.
And very ago I liked the idea C Merrill -- -- these guys all right thank you very much -- great to have you here.
And to Robertson is the CEO of BBDO a division of Omnicom one of the biggest of the.
