I couldn’t resist picking up TIME magazine’s February 20 issue with the Google team on its cover for an inside look at the $100 billion Google empire.
The cover story, by Adi Ignatius, is well written, packed with info, quotes, inside information about the crazy creative Google world. Pictures of the Google headquarters show off the massage parlour, swim-in-place pools, snooker game in progress in the employee lounge, onsite hair saloon, food!
One quote by Eric Schmidt, the CEO of Google, really interested me:
The company isn’t run for the long-term value of our shareholders but for the long-term value of our end users.
Isn’t he so right? It’s just like my belief as an advertising copywriter we must write for our reader – the consumer, not the client or his wife.
It’s not the client who pays our salaries if you analyse it, it’s the guy who reads our ads, and then goes ahead and buys the product we advertise.
What’s the logic of appeasing shareholders at the cost of end-users, or making ads that “the client wants” but we know as communicators will not work with the target audience?
In the final analysis, the customer is the consumer, the end-user is the king – not the corporation.
The client pays for a product’s ads, but who pays for the client’s products?
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