評論
打印
W: Tom, I understand When Havas Media North America hired you early this year to be head of strategy and innovation, it did not include the words "future" of "futurist" in your title, but a large part of your role is understanding where the near and not-so-distant futures of media can be applied and accelerated in ways that give Havas and its clients a competitive advantage.
女：湯姆，我了解到今年年初哈瓦斯北美分公司聘請你擔任戰(zhàn)略與創(chuàng)新主管，當時你的頭銜里并沒有“未來”這個詞，但你的職責中，有很大一部分是尋找未來可以應(yīng)用媒體并且加速其發(fā)展的領(lǐng)域，從而使哈瓦斯與其客戶獲得競爭優(yōu)勢。
M: Yes.
男：是的。
W: So, what exactly is your role at Havas?
女：那么，你在哈瓦斯的具體職責是什么?
M: Well, I'm very lucky in that I get paid to think! My role is about understanding the changes in behavior, technology and media, and then to use that information to inspire new thinking and new ideas, and then to bring them to life. It could be anything from what the Internet of things means for our clients, to how mobile coupons could develop. The key is making something from it.
男：嗯，我很幸運，因為公司付錢讓我思考！我的職責是理解行為、技術(shù)和媒體的變化，然后利用這些信息激發(fā)新的思考和想法，最后實現(xiàn)這些想法。這些想法包羅萬象，從物聯(lián)網(wǎng)對客戶的意義，到移動優(yōu)惠券的發(fā)展前景。關(guān)鍵是有所作為。
W: What areas of business do you think require the most focus on innovation right now?
女：你認為現(xiàn)在哪些領(lǐng)域最需要專注于創(chuàng)新?
M: I think we need to innovate in two very broad areas. First, we need to start working around people and not our own interests or channels. We need to create new processes and structures, and bring in new talent to take advantage of the evolving media landscape. In the same way that television show were plays that were filmed, we've tended to simply repurpose advertising units that were invented several decades ago. Secondly, we need to re-evaluate the role of advertising. For me, media agencies should not be advertising clients on how to spend marketing money, but applying design thinking, creativity, data and consumer understanding to solve client business problems.
男：我認為需要在兩個非常廣闊的領(lǐng)域進行創(chuàng)新。首先，我們需要開始與人打交道，而不是只專注于自己的利益或渠道。我們需要創(chuàng)造新的過程和結(jié)構(gòu)，并引進新的人才，以應(yīng)對不斷變化的媒體環(huán)境。電視劇是被錄制下來的話劇，借助這種新瓶裝舊酒的方式，我們也要重新利用幾十年前發(fā)明的廣告單元。其次，我們需要重新評估廣告的作用。我認為，媒體機構(gòu)不應(yīng)該向客戶宣傳如何花掉營銷經(jīng)費，而應(yīng)該運用設(shè)計思維、創(chuàng)意、數(shù)據(jù)和消費者的理解來解決客戶的業(yè)務(wù)問題。
W: How do you know which areas to focus on that will actually lead to business results, vs. being interesting, but potentially low-yielding dead-ends?
女：你怎么知道哪些領(lǐng)域會帶來業(yè)務(wù)成果，哪些是一開始可盈利，其實收益很低的死胡同?
M: The hardest thing with innovation is that it needs people to take a risk. You can't do anything for the first time if you need to show previous success stories, because by definition it's never been done before. As an industry, we need to focus on our gut feelings and on superb ideas, not just data-supported arguments.
男：創(chuàng)新最困難的地方在于它需要人們?nèi)ッ半U。第一次做事，便不能炫耀之前的成功事跡，因為所謂“第一次”，便是從來沒有過的。作為一個行業(yè)，我們需要關(guān)注我們的直覺和優(yōu)秀的想法，而不僅僅是數(shù)據(jù)支持的論點。
W: What areas do you think are being overlooked by the industry that could be game-changing opportunities in the future?
女：你認為哪些被業(yè)內(nèi)忽略了的領(lǐng)域，在未來可能改變游戲規(guī)則？
M: I believe that the industry is going to start targeting at a user level, serving messages directly to consumers. Right now, we still move people to visit websites or either enter some silly competition. Why not use ads to download mobile coupons or send offers to friends, or save locations to bookmark, or make phone calls?
男：我相信這個行業(yè)將會以用戶為目標，直接向消費者提供信息。現(xiàn)在，我們?nèi)匀粫T導(dǎo)人們訪問網(wǎng)站，或者參加一些愚蠢的競爭。可以借助廣告來下載移動優(yōu)惠券，給朋友發(fā)送邀請，把地點保存到書簽，還有打電話。
W: How do you reconcile your role between innovating and applying it into strategy?
女：你如何調(diào)和你在創(chuàng)新和應(yīng)用策略之間的作用?
M: The hardest part of my job is establishing the "focal point". My approach is: first to take a long hard look at the future and see what will be possible one day, and then to consider an entry point that is buyable in the next 4 months, and make it happen.
男：我工作中最困難的部分就是設(shè)立“焦點”。我的方法是:首先對未來進行長期的觀察，看看未來可能發(fā)生什么，然后再考慮一個在未來4個月內(nèi)的可買入口點，并實現(xiàn)它。
W: What do you think of other agencies' getting directly into the ventures game to fuel innovation vis-a-vis capital? Or is it best left to professional venture capital firms, or clients to do directly?
女：其他機構(gòu)直接進入風險投資，以資本推動創(chuàng)新，對此你有什么看法？或是由專業(yè)風險投資公司或客戶直接投資才比較好？
M: I think the role of media agencies needs to be about collaboration and openness and fostering creativity, but the key is how that is done, and how we ensure that everything is about the best interests of our clients.
男：我認為媒體的角色應(yīng)該是合作、開放和培養(yǎng)創(chuàng)造力，但關(guān)鍵在于如何做到這一點，以及我們?nèi)绾未_保一切都關(guān)乎我們客戶的最高利益。
W: OK, Tom. Thanks for being with us.
女：好吧，湯姆。謝謝你來到這里。
M: Pleasure.
男：非常高興參加節(jié)目。
Questions 6 to 10 are based on what you have just heard.
根據(jù)所聽到的內(nèi)容回答第6到10題。
Q6: What is Tom's main role in his new position?
第6題：湯姆在這個新職位上的主要角色是什么?
Q7: According to Tom, what does innovation require of people?
第7題：根據(jù)湯姆的說法，創(chuàng)新對人提出了什么樣的要求?
Q8: What does Tom see as game-changing chances in the future?
第8題：湯姆認為什么會改變未來的游戲規(guī)則?
Q9: What does Tom do first to deal with the toughest part of his work?
第9題：處理工作中最困難的部分時，湯姆會先做什么?
Q10: Which of the following might Tom work for?
第10題：下列哪個可能是湯姆的公司?
