What We Think About

When The Swatch Group purchased Breguet the mission was to put the brand back in the annals of European cultural history. But what about the USA?  What about the UK even?

“Pretty soon you’ll be seen as an ‘agency guy’,” said the recruiter.  A chill ran down my spine as I envisioned myself a 50-year-old account executive.  A decade into my career, I had worked at some of New York’s best agencies on every kind of account: CPG, service brands, celebrities, crisis comms – you name it.

In 1989 I was selected to be an intern at Ruder Finn Public Relations.  Getting to that offer was grueling: writing tests, crisis plan analytics, and three interviews.  Ultimately, I was one of 12 selected from 350 applicants.  The industry’s “gold standard training program” started my career.

Remember when you had to go out for things?  Haircut, clothes or shoe shopping, groceries,

Once upon a time, you actually left your house to get or do these things.  Today, an APP can bring it all to your door.

27-year-old nephew asked me – do you need to own your music or can’t you just enjoy listening to it?  He was drawing a distinction between “buying” music in iTunes and using services Spotify or Pandora.

Yes, he is a Millennial

“What is our competition doing?,” asked the CEO when presented with new branding and marketing concepts.  He was asking because “if it’s good enough for them….”  He was looking to be like everyone else in the category.  Why?  Because it’s safe.

Working with The Swatch Group under Nicolas Hayek, Sr. was a real treat.  Founder of the Group and a true business celebrity in much of Europe, he was always an amazingly insightful man.

During a global executive meeting, I asked the question: “What kind of company are we?”

ELEVEN JAMES | GUEST COMMENT | 23 APRIL
by – Joseph Panetta, multi-decade horological industry consultant

“No one needs a watch today.”

It’s a statement we hear often—sometimes by those who are wearing one and often from those seeking to justify why they do not. They continue, “you can see the time on your computer, mobile device, there are clocks everywhere, etc…”