1:07:01
The more insight you have
about the consumer
1:07:05
the more creative youll be in
your communication strategies.
1:07:10
So if that takes
a psychologist
1:07:11
yeah we want one
of those on staff.
1:07:15
Im not saying it's wrong
to make things for children.
1:07:18
I also think its
important to distinguish
1:07:20
between psychologists who
work on products for children
1:07:24
to help you know toy
corporations make toys
1:07:28
that are developmentally
appropriate.
1:07:29
I think thats great
1:07:31
thats different
from selling the toys
1:07:33
directly to the children.
1:07:34
Initiative is huge.
1:07:36
I think in
the U. S. we place
1:07:38
about $ 12 billion
of media time.
1:07:41
So well put it on TV
well put it in print
1:07:43
well put it up in outdoor
well buy radio time;
1:07:46
so we're the biggest buyers of
advertising time and space
1:07:50
in the U. S.
and in the world.
1:07:54
One family cannot combat
an industry that spends
1:07:57
$ 12 billion a year trying
to get their children.
1:08:01
They cant do it.
1:08:03
They are tomorrows
adult consumers
1:08:05
To start talking with them now
build that relationship
1:08:08
when theyre younger...
1:08:09
And youve got
them as an adult.
1:08:14
Somebody asked me you
know Lucy is that ethical?
1:08:17
You know youre essentially
manipulating these children.
1:08:19
Well yeah
is it ethical?
1:08:21
I dont know.
1:08:22
But our role at initiative
is to move products
1:08:27
And if we know
you move products
1:08:28
with a certain
creative execution
1:08:30
placed in a certain
type of media vehicle
1:08:33
then weve
done our job.
1:08:36
Every institution
provides the people
1:08:40
who are members of it
1:08:43
with asocial
role to occupy
1:08:46
And typically institutions
that are vibrant
1:08:48
and have a lot of power
will specify that role
1:08:53
in some sense as
a list of virtues.
1:08:56
It's true for churches
for schools
1:08:59
for any institution that
has power over people