"We're not interested in reams of data that says the world has changed. We get it." That's Maarten Albarda of Coca-Cola, the Director of Media and Communication Innovation. (now that's a new media title!).
All this talk about the world has changed may sound like someone's all fired up after reading Thomas Friedman's The World is Flat. It's however a statement about the new marketing propounded by Crayon, a company I mentioned a few days ago. Crayon, launched today.
This will definitely change the pace of things in 'old marketing' as these guys are co-opting everyone, and turning tables on the way marketing, advertising and PR has been practiced. Just to cite a few ideas from their 'Manifesto' (as opposed to a mission statement) they have thrown out quite a few sacred cows: They will never pitch for business, they'll "never downsize, rightsize, leftsize or upsize" based on mood swings (a not so subtle knock at the network agencies who hire and fire entire account groups based on clients they retain or lose), and all participants er, 'crayons', will be allowed to have a second life --and that includes blogging and podcasting during office hours.
And of course, they are headquartered in Second Life.
But being an open-source new marketing company, does not mean they are going to listen to everybody. There's a fine line here. "We are not superior, and we are not subservient' they say. Not the new media, subservient chicken version of the old agency.