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Media Intelligence : Media Trends+Strategy 2012
Mobile, the next big thing state of play 14 MEDIA Trends + Strategy MEDIA Trends + Strategy 15 Strategic partners rather than media buyers How are you integrating the variety of digital offerings into cross-media platform initiatives? We believe that digital is integral to everything – today and well into the future. And that everything needs to have a digital spine in terms of a communications platform because that’s the way people live their lives today. So within our agency we have various degrees of digital specialists and specialisations across the whole digital spectrum but we believe, very importantly, that they need to fit within the core teams and the digital needs and the digital needs to be integrated not just a bolt-on channel. Digital is more than a channel now – it’s a consciousness and the spine of a whole communications platform. Where do you envisage the positioning of the agency in the media buying and planning mix in the immediate future (say next 3- 5 years)? We are already seeing ourselves not just as a media planning and buying ad agency, in fact Starcom calls itself a “human experience company”. So we passionately believe that we are here to create meaningful experiences for clients, not just plan and buy media. We’re creating a different sort of company, different people from different backgrounds kick in at different stages of the process; different outputs in terms of what we’re creating for clients. Different ways of measuring and quantifying ROI, different partnerships – in terms of who we’re engaging with, very open- source and collaborative approach to crafting solutions for clients. And increasingly, we’re not just having a relationship with the marketing function of a client – we’re having relationships with the board and the C-suite because we’re becoming strategic partners rather than just media buyers. Is media fragmentation just part of what is happening? I think fragmentation is seen by some people to be frustrating and terrifying: we choose to believe that it’s how you look at it. Fragmentation also means you’ve got more ways of doing things than you have ever had before and faster and more cheaply: so if you look at it the right way and can distill something simple and meaningful from the complexities then that’s a great opportunity. So how do you keep a pulse on the human experience and how media interplays with that? We would probably have 20 or 30 techniques, tools and approaches that we use across the spectrum. A huge part of our understanding strategy is to get our people out from their desks, out into the marketplace and talking to real people. We’re finding our most powerful understanding and ideas are coming out of immersive, ethnographic sorts of research rather than more structured traditional research. So we encourage all of our people to take “human experience days”: take a day off work, go and do something challenging... and heaps of different understanding comes out of that. That’s something that we started in Australia that Starcom is rolling out globally. And we’re doing a lot more immersion workshops both individually and socially to encourage more of that sort of behaviour. John Sintras CEO Starcom MediaVest What are the main challenges in planning advertising strategies and the choice of medium in this new age of media? It is very important to have an open mind to almost anything as a media. And that’s probably the biggest hurdle for many to overcome because it means doing new things. The Digital Age has meant the biggest change in media probably in the lifetime of all people in marketing; prior to that it was simply mass media... The fact that by 2013 digital advertising will take around 25% of all advertising means that in just 13 years, digital advertising will be at the same size that took television 25 years to achieve. Where do you envisage the positioning of the agency in the media buying and planning mix in the immediate future? The new media agency is at the centre of the communication chain because it is about targeting and about vehicles that deliver a target market. Now the media is at the absolute centre of the communication program: so it’s a continuing evolution which will just get stronger. Clients progressively have come to understand that this new digital world is upon us. How important is the integration of digital offerings into cross-media platform initiatives? Integration is really not material in any way because an advertising program now can start from anywhere and stay within anywhere and it doesn’t actually have to be across media platforms: you can have just an entirely digital campaign. Who are the winners and losers in the media? The winners are those who are able to integrate their services into the new digital world. This is the biggest change in our lifetime – the arrival of the Digital Age. The winners are those who get that more quickly than others. The big world firms have worked it out, ultimately – they simply go out and buy and integrate - WPP, Omnicom, even the one I’ve got, Aegius, but the big winners have been those that have adapted to the arrival of the Digital Age. And the losers are those who stay in a silo, thinking that the good ol’ days will come back again. What is the next big thing to impact on media which can change the nature of the game yet again? There’s no doubt about it at all: it’s the mobile telephone. There’s at least 22 million mobile phones in Australia right now – there’s only 22 million people and they’re becoming much more savvy and enabled with everything. Harold Mitchell Executive Chairman Aegis Media Pacific p14-15,17_stateOfPlay.indd 14 28/11/11 2:45:43 PM
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MT Resource Guide 2012