Last week, Mario Gamper paid Virtuosa a visit taking time as an ‘intern’ with the hope of learning more about specifically online marketing and search marketing in the Agency environment in South Africa. He met Ingrid Rubin, our GM, at Cannes two years ago at a Lowe Worldwide Digital Conference; and made Africa (specifically South Africa) one of his stops as he is interested in seeing how agencies are structured here, the maturity of the market and approach to strategy and emarketing.
For 5 days Mario had an intense ‘internet marketing crash course’ to help him in writing his book before he continues with his worldwide tour to other countries and continents.
I had the opportunity to interview him while he was here and I must say that he is a very knowledgeable and interesting guy, with a fresh approach to looking at online advertising. I envy his vision and the end result of his worldwide summary of advertising and the future is certainly going to be interesting.
Mario Gamper has a TV and Print Ad agency background where he worked at Scholz & Friends for 10 years. After heading up the interactive department, he finally decided to travel and write a book on changes in the advertising sphere around the world and what to expect in the future. He has teamed up with designer Raban Ruddigkeit, who is the editor of Freistil, a magazine on Illustration in Germany.
What the book will be about?
Mario’s project is called ‘Ideas Will Travel’, which is derived from the notion that people have to be moved by the ‘ideas’ in a campaign/ad. Mario views ads as ideas in motion and the book goes further to investigate:
- how we create ideas that are being talked about,
- why they are being talked about,
- how they are being passed on.
Basically, in Mario’s view the challenge for ad agencies (on and offline) all over the world is to generate a successful ad that can generate a discussion, in his own words “that is the value… that is the lesson“.
Why is the book different?
Mario believes that we are already living in the ‘future’ that we predicted 5 to 10 years ago with micro-blogging and augmented reality, and the question the book answers is: “What can we expect in the next 5 years of the advertising industry?”.
He believes that ads/campaigns (on and offline) will aim to constantly re-educate and their success will be measured by their ability to create new ideas and be shared through various mediums.
It was great hosting him and I for one can’t wait to get my hands on a copy of this insightful contribution to advertising. There are not too many authors and books in this market that have managed to provide a well researched and global insight into changes in marketing and advertising.