15 Nov '11, 1pm

Does Smart Grid Need Madison Avenue?: If you walked in late on the final morning of the Gridwise Global Forum

Does Smart Grid Need Madison Avenue?: If you walked in late on the final morning of the Gridwise Global Forum

If you walked in late on the final morning of the Gridwise Global Forum conference, you may have been confused. Instead of a panel about communications standards or Volt/var control, there was a Pampers ad playing on a large TV screen. The diaper ad was no mistake, nor was the Old Spice commercial that came next. The speaker, Bob McDonald, President and CEO of Procter & Gamble, was talking about something utilities don't know a lot about: reaching customers. He does not mean text alerts or calls during outages. He means reaching into their souls so they come to define themselves through their electricity provider, the way they define themselves by their brand of laptop or smartphone. Although he did not explicitly mention Mad Men or the influence of current-day Madison Avenue, the suggestion was that that was exactly what is missing from the organizational culture of most ...

Full article: http://www.greentechmedia.com/articles/read/does-smart-gr...

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