By Clive Roberts, Head of Orbis APAC Sales.
Last night the Orbis team went with some of our clients to the Salvador Dali 'Liquid Desire' exhibition at the National Gallery Of Victoria, in Melbourne Australia. It was great to meet with them in a more relaxed environment. There's been a lot of hard work on both sides delivering some big projects. The most significant of these for a major Telco was delivered across hundreds of users on time and on budget.
The exhibition was fantastic. It certainly exceeded my expectations. Not only the quality of the works on display, but the volume of work. The Mad Spaniard was certainly a productive fellow.
What intrigues me was how adaptable & innovative Dali was.
Attempting to bring some relevance to the marketing discipline, as tenuous as that may be, was his willingness to ply his talent to new media forms in such an innovative fashion. It's maybe not too far a stretch as he did some wacky adverts for leading brands. Of course these are now artworks in their own right. I reckon he'd have quite a following on Facebook were he still around.
Dali would seek out the best talent in a particular space (Alfred Hitchcock, Walt Disney, Coco Chanel etc) and bring a whole new perspective and interpretation to the form, be it photography, theatre, movies (nominated for Best picture apparently) Jewelry... you name it.
He was also big into reuse. Some of his themes (motifs and Symbols - clocks, ants, food -weird stuff really) played out decades later in that period's contemporary style. He wasn't afraid to go back into the archives and take something from the past and bring it back to life in a new form. This obviously would get the critics wagging with deep and meaningful (and I think sometimes irrelevant) interpretations.
We see some savvy marketers who going back to their classic campaigns, or representations of their brands and refreshing them into today's initiatives. So as marketers appreciate today, new media doesn't mean abandoning tried and true methods, but rather applying them appropriately to reinforce the brand and the proposition in new more interactive channels. Innovation and experimentation can lead to some fascinating outcomes.
How does any of this relate to what we do at Orbis? Well quite simply, too much time in marketing is spent in administration instead of finding time, and the head-space, to think creatively, and to come up with big ideas. Its nice to dream that one day you will find the time to do this, but what is actually effective is to systemise the adminsitrative aspects of marketing to free up the opportunity to live that dream.
Clive Roberts
Head of Sales, APAC
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