Page 17 - Sphere No.19 (Jun 2007)

SPHERE 15
cause they are better at talking!
“People are realising that they no
longer need a TV or fixed line Internet
for a great experience, because amaz-
ing things happen right where they are
as long as they have their 3 mobile with
them,’’ says Ms Prop.
Advertising is far more complex than
it was a decade ago thanks to technol-
ogy, the Internet and the increased so-
phistication of consumers. Today, cus-
tomers prefer to be wooed rather than
given instructions.
As Shelly Lazarus, chief executive of
advertising giant Ogilvy & Mather, told
The Economist recently: “We have gone
from intrusion into consumers’ lives to
extending an invitation to them.’’
But however much advertising has
changed, every brand still needs great
ideas and to keep an eye on the future.
Which brings us back where we be-
gan, to Keith Kirby, who, like any good
navigator, is always looking at what
lies ahead.
“There is still work to do in how we sell,
in customer care and in actually under-
THE LOGO FOR EVERY OCCASION
A NOTHER constant theme in 3 advertising campaigns is the iconic
logo. As 3 is a global brand, the logo was
designed to be simple, strong and cross
language and cultural barriers.
The logo can appear in any colour and is ex-
tremely versatile, taking on different personalities
as required in specific categories of communica-
tions. Today, four years after 3 was launched, the
logo can be transformed into everything from a
dragon to a football, depending on the occasion.
For example, music downloads are a popular 3
service so a guitar logo is used to show that 3 is
into music as much as its customers.
standing our own brand,” he says. “But
with the tools of our brand in the right
hands we are journeying to a great place.”
That journey is already well under-
way and 3’s future looks very bright
indeed.