This is kind of strange, that while mr. Wally Olins is here in Bucharest and we talk all day long with/about him, Wolff Olins and all that, on the Apple Pro website pops up this interview (3 pages and a movie) with Eric Scott, WO's current CEO.

Anyway, the interview goes from vox pop edited in Final Cut Pro to PowerBooks and OS X. A bit about Orange acquisition figures, a detail particularly dear to WO's top execs, and also about time compression in design/brand consultancy (an issue not so dear to me or anyone working in this business, I suppose).

An interesting bit: WO is a complete Macintosh business:

«From the MBA strategists on the business side to the designers, art directors and graphic artists, Wolff Olins is a complete Mac platform business. There’s a simple reason for that, explains Scott.

“We can concentrate on what we do and we don’t have to think about the technology. It’s there. It helps us be powerful. It becomes easy to express yourself. And we can do it quickly. The time compression is tremendous. We can turn around and express our ideas in days instead of weeks. That’s what our clients need. They need us to be responsive and we can work very quickly because the new technologies from Apple are there that allow us to do that.”

What’s the Big Idea?
Scott tells his clients, “The idea has to be big, simple and true. Apple’s a great example of that. You know what’s behind Apple.”»