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So
while all the agencies charged with pitching the account are busy
trying to show Samsung's great leaps forward, we went right to the
source. We pulled this little gem from their website.
"Our
goal for 2004 is to sustain our number one market share in CDMA
handsets, to expand high value-added areas such as GSM based PDAs,
Mobile Intelligent Terminals (MITs) and satellite receivers, and
to secure future competitiveness through innovations in process
improvement and operations management. The long-term goal is to
achieve global overall market share of 25 percent with $25 billion
in sales by 2010."
Global
overall market share of 25 percent! Are these boys on crack? We
had to dig deeper after that. Fuck the future. Let Foote Cone &
Belding, J. Walter Thompson (with Red Cell), Kirshenbaum Bond +
Partners and Leo Burnett (with Saatchi & Saatchi) try to out "Matrix"
each other. "Doublethink" decided to go the other way.
Despite
the bullshit Harvard Business Review has been spouting, Samsung
is a Korean Business. Here's the Cliff Notes on South Korea.
The
Republic of Korea was established after WWII in 1948. The Korean
language is classified as a member of the Ural-Altaic family (other
members of this family include the Mongolian, Finnish, and Hungarian
languages.) Korea boasts one of the youngest written languages
on the planet. In 1443, King Sejong The Great, the 4th ruler
of the Joseon dynasty (1392-1910), set up a special committee of
scholars to create a new writing system specifically suited to the
Korean language.
Author,
Kim Jong-rae, points out that the thinking of nomadic people like
one of the Korean's predecessors the Mongols, is not spatially oriented
but time and speed-oriented. He cites the way dogs are kept around
a home. Rather than leashing the animal, as in a settled society,
Mongolians would take a short piece of rope and tie up one of the
legs, restricting the dog's speed and timing. Genetically, 80
percent of Koreans have nomadic genes.
Many
scholars claim that the age of nomads has returned in the 21st
century. In the era of the Internet, spatially oriented thinking
has been outdone by the nomadic thinking of web and cell phone users
an open society such as the digital era. Continuing along this
path we discovered that the Samsung Economic Research Institute
proposed "Digital Khan" as a keyword for the rebound of
the Korean economy. The Samsung Economic Research Institute goes
on to propose that Koreans can dominate cyberspace as Genghis Khan
did with physical space. "We can become the Genghis Khan of the
digital world," the institute claimed. "In order to achieve
this goal, we should create an open society that looks outward instead
of inward and pursues the future instead of the past."
The
SAMSUNG Economic Research Institute is the largest private economic
research institute in Korea. It contributes to the national socioeconomic
development through consulting on policy, management, and economic
forecasting. 114 really smart Korean dudes and dudettes can't be
that far off, we figure. Except for one thing. One thing they got
exactly backwards. Not, "pursue the future instead of the past."
But, pursue the future through the past.
Remember,
"We can become the Genghis Khan of the digital world," Now remember,
"getting famous overnight."
"DoubleThink"
thinks that Samsung should get famous overnight. by becoming the
"Gengkis Khan of the Digital World." In 1831, General
Carl von Clausewitz wrote that "business is war." Therefore, the
"DoubleThink" Strategy for Samsung's Global Marketing
Campaign is both simple and straightforward :
What
is best in life is to crush Samsung's competitors, to chase them
before our superior products, to rob them of their market share,
to build to Samsung's income statement from their former revenues,
and to laugh at the lament of their grieving shareholders.
In
the spirit of the Mongol Hoards who, under Genghis Khan captured
more ground than Alexander, Napoleon and Hitler combined, we are
making another barbaric recommendation to Samsung.
Spend
all $400 million of your global dollars in outdoor. Yes OUTDOOR!
The Digital Nomads you are trying to reach ARE NOT WATCHING NETWORK
TV. If they are buying your 80" PDP Flat TV, they have it hooked
into an HDTV system and they are watching DVD's and HBO/HD through
one of the HD satellite nets like DirecTV. Go back on the clutter
of network TV next year. This year give them larger than life images
of Samsung Conquering The World of Time and Space." To review the
kind of impact we're talking about, click here.
This
just in. Samsung has selected WPP Group's J. Walter Thompson (with
Red Cell) for their $400 million account. Congrats.
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Listen
Up Newbees. I
read the following while bottom feeding on craigslist and
I thought it appropriate to share with some of our younger
readers who are just getting started in this vainglorious
business. The author is Lou Coranado and we thank him
for his wisdom and concern.
AN
OPEN LETTER TO A FRUSTRATED CREATIVE
"Beware
of starving to death from encouragement" - Old Hollywood
Saying
Dear
creative victim, I recently read a marketing book where I
encountered a poignant phrase that sums up the challenge you
face in trying to find work in today's tough job climate.
"Stupid Competition."
According
to the author, stupid competition is found in industries where
the costs of entering the business is low for newcomers. Spoiled
clients become trained to expect something for nothing by
desperate competitors who bid themselves (and each other)
into poverty. Sound familiar?
Before
going any further, let me remind you, dear creative victim,
that fairness does not apply in the real world of business.
You
don't get paid what you think you're worth. You get paid what
your creative efforts are worth to your client's bottom line.
Pretty work is great but unless your clients can see dollar
bills following your great ideas, well, there was once a tree
that fell in a forest and no one heard it . . .
But
I can hear your cursing now. People are too cheap. Creativity
isn't respected. True. But maybe it's the company you're keeping.
More likely, you're spending too much time on Internet job
listing boards.
Consider-
You're a hotshot writer/graphic artist/web designer/ photographer
who has submitted an impressive resume and dazzling creative
samples to dozens of employers who've posted creative job
listings on sites like Craigslist. Maybe you've sent hundreds.
And never a single response back. Why?
Or
maybe you did get ONE call; some foreign-accent guy with a
small startup company was willing to pay you $6 an hour part
time- on call- as needed- temporarily. Until his regular creative
gal comes back from maternity leave. Of course, you said HELL
NO! ( after seriously considering his offer for a couple days.)
Your
frustration boils over: don't these skin flints know what
creativity is worth? Would they dare work for the same basement
wages they are offering? Why are there so many ignorant cheapskates
posting job openings on sites like Craigslist? And worst of
all, why are there so many starving creatives willing to consider
wages below that of a typical burger flipper? Why?
I feel for you, creative victim. It's time to light a match
in your darkness. I've worked for several companies and individuals
who have advertised job openings on Craigslist. I know the
employer end of this funnel. I've seen the inside of the black
hole and it works like this:
A
company or person advertising a media-related job that offers
$12 an hour on Craigslist can expect to receive around a hundred
emails/resumes within the first eight hours of posting. I've
seen this happen several times. And don't even ask about a
job that lists a starting pay at $15 an hour (still a crappy
rate for creative skills).
Maybe
it's the no-frills amateur interface of the Craigslist site
or maybe it's the fact that visitors are usually alone when
they surf the web, but I can't figure out why so many creative
providers imagine that Craigslist's job board is a secret
known only to a few people? The HUGE traffic on Craigslist
ranks it as one of the top 50 English language websites on
the planet (In fact, Craigslist has more traffic than the
New York Times website and the Alta Vista search engine portal!)
Hundreds of creative people are looking at the same job listing
at the same moment as you (yes, even at 2.a.m. In the morning
when you think you're there alone!) .
I
live near Hollywood, and believe me, looking for a job on
Craigslist is not much different than trying to audition to
be an actor- the odds stink unless your skill set matches
EXACTLY what the ad calls for. There's too much competition
on this site. Is it any wonder a lot of the companies and
individuals advertising in Craigslist's job section are as
cheap as the Entertainment Industry status quo?
Keep
in mind that the real problem with Craigslist is that the
jobs listed there come to you for free. Demand for cool jobs
that are free and easy to find far outweighs the supply. Also
keep in mind how top-paying companies usually prefer to pay
a job-placement agency to deal with personnel and hiring.
Any firm using a free job posting service like Craigslist
is a company that has more time than money.
But
you don't have to play by the rules of this game. You're free
to do your own networking, or advertising, or (gulp!) sales
calls to prospective employers. Plenty of good books and articles
exist out there (some of them free) to point you toward a
more effective job-seeking strategy.
One
of the basic rules of marketing is that most people are willing
to sell a product or service for less than it's worth- as
long as they don't have to put in the hard work involved in
selling. If you want a gig that rewards your creativity, you'll
have to be creative on your own behalf; be willing to put
a little hard work or money or both in promoting yourself.
You'll be among a precious few.
Always
remember that every day there are hundreds of people somewhere
who will pay you what you're worth, as long as you are truly
worth what you dare to charge. And don't let the bottom-feeders
on the internet get you down, lest you become one yourself.
God Bless.
If
there are any other's of you out there in that vast advertising
wasteland who wish to pass on something worthwhile to the
guppies, feel free to send it in. I'll post it as a public
service
|
Old
Business . We
have had a number of people sending us their ideas for this product
and that product and asking us to send them to this company or that
company. We've had folks asking us to put links to their portfolio
on our site. We've had people asking us to put job listings on our
site. And we have had advertising inquiries by the score.
I
think this is the perfect time to answer all three categories of
inquiry with the same response. Hell no. But, thank you for
your interest.
To
the lady who keeps writing me from the Interpublic agency I won't
mention. No. I'm holding out for an offer from WPP Group.
To
the person who sent me the "interesting" photographs.
Thank you, but I'm married.
I
think that about does it.
Stay
Tuned.
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