On June 22, in Cannes, France, Maurice Saatchi spoke to the Financial Times about the “strange death of modern advertising”. According to Lord Saatchi “Sometimes I feel as though I am standing at the graveside of a well-loved friend called advertising”. He suggested that advertising executives and their clients should simplify their marketing strategies, and find one word that epitomises their brand. As examples, he said Google Inc. owns the word "Search", Apple Computer Inc. "Innovation", and America "Freedom".
A newly launched Internet search engine, "TheWorldWideWorld.com" seems to have an even better answer. The company has developed a patent-pending tool called AdLinks.
AdLinks are similar to online weblinks, but they appear below a specified word on all and any advertising mediums of the physical world. By using an online platform, companies can generate and acquire a suitable word that appears on an advertisement for 3 months, and place an AdLink under it. This “Adlinked Word” when typed into a central Internet search engine will eventually produce detailed information about the product or service that featured in the ad. Online junk is eradicated and not only is a word easy for consumers to remember, its meaning contributes to brand identity.
Mark Tardivel, CEO says “What most people don’t realise is that the offline and online worlds are not separate entities, the two support each other perfectly. Levi Strauss didn’t make his money from mining gold. He made it from making clothing that ensured it was easier for people to mine for gold. Every single Internet user mines information. AdLinks are to Internet users, what Levis were to miners.”
He goes on to say “Consumer interest in a product or service is initially ignited by something they experience, hear, read or see offline (predominantly in the media). This interest is then channelled online, typically through the usage of search engines. By linking these two stages, the value of offline advertising is actively engaged and online becomes more efficient. Morgan Stanley estimates that interest in and purchasing of publications has dwindled, as they were the chief source of information before the advent of the Internet. By exploring the supportive role advertising plays in relation to the online processes consumers go through, offline information mediums are placed at the top of the information retrieval chain.”
The founders believe that a brand is leveraged online through efficiency and not creativity. They view the Internet as being product and service focussed, not brand-driven, and think that Advertising Agencies, if they execute on their opportunities, will prove even more valuable than they have ever been.
TheWorldWideWorld.com explores a collaborative business model and is reliant on companies integrating AdLinks on offline advertising mediums. Once AdLinks have penetrated the market, theWorldWideWorld.com will offer full search capabilities. At present only AdLinks are searchable by the platform. Companies are able to use their two launch products at no cost by simply downloading and reading a Licensing Agreement and Product Overview.
Headquartered in London, theWorldWideWorld.com is the first venture of the privately owned Limited Company VentureMart, founded by Mark Tardivel. theWorldWideWorld.com is a commercial and information based search engine that challenges Internet users “Why Only Search the Web When You Can Also Search the World?™”.
Seth Gunnelfinga – Director, theWorldWideWorld.com