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Branded entertainment: Opportunity knocks in Asia
Mike Rich, Admap, February 2012, pp. 34-35
Young Asian audiences have more cash than ever before and are spending more of it on entertainment and media.
Young Asian audiences have more cash than ever before and are spending more of it on entertainment and media. Although the TV market is largely dominated by drama, news and reality shows, audiences are now yearning for more exciting and engaging entertainment and they are turning to online to satisfy their hunger. To combat the online migration, many local TV broadcasters are entering into co-funded projects with advertisers, licensing existing international formats and creating bespoke advertiser-funded programming. But while TV is currently the dominant force in Asia, the internet is the future.
Point of view: Media planning - friend or foe
John Woodward, Admap, December 2011, pp. 7-7
Increasing numbers of big brands plotting major campaigns are now involving their media agency before their creative agency and coming up with their media planning before the creative idea.
Increasing numbers of big brands plotting major campaigns are now involving their media agency before their creative agency and coming up with their media planning before the creative idea. However, this can result in friction and unhappiness between media and creative agencies but much of this can be avoided if it is made very clear what value the media agency is expected to add. A happy collaboration is possible if great comms planning, before the executional stage, can clearly define the strategy. The role for communications, where they take place and what should they seek to achieve, are all issues the media agency should be raising.
Project Management: Structured Approach
Chris Yeh, ANA Magazine, February 2011
Through media fragmentation and specialist agencies, brand managers need to spend more time on managing multiagency teams working on multichannel campaigns.
Through media fragmentation and specialist agencies, brand managers need to spend more time on managing multiagency teams working on multichannel campaigns. This article suggests how to better orchestrate these situations with advice on communications and coordination, as well as how to collaborate with chief marketing officers.
Channel planning: Effectiveness lies in channel integration
Tim Broadbent, Admap, January 2011, pp. 26-28
An effective campaign in the 1990s used an average of three media channels; in 2010 it used seven. We can infer that campaigns are using more channels by spending less on each.
An effective campaign in the 1990s used an average of three media channels; in 2010 it used seven. We can infer that campaigns are using more channels by spending less on each. Low weight of activity per channel reduces effectiveness, but this can be redressed by content. Campaigns that win both creative and effectiveness awards are more likely to appeal to the emotions and are also more likely to create brand buzz. In the ‘fourth age’ of creative integration, tasks are customised around ‘lived’ customer journeys; the focus is on the channels that actually matter; and we define roles for communications, not just messages.
Advertising Week Mediafest: Out with the Old Models
Geoffrey Precourt, Warc Exclusive, October 2010
Geoffrey Precourt, Warc's US editor, reports from IAB and New York's Advertising Week, covering the trends in changing marketing models.
Geoffrey Precourt, Warc's US editor, reports from IAB and New York's Advertising Week, covering the trends in changing marketing models. Included are talks given by Frank Bennack of Hearst Corp., and its approach to content provision; Robin Domeniconi of The Elle Group and Josh Quittner of Time Inc. who propose media taking a role in ecommerce; Joyce Jenereaux of Detroit Media Partnership who addresses the effect on print newspapers; and Michael Rooney, who speaks on the changes caused at the Wall Street Journal by the recession.
Beyond broad brush planning tools: Fast, inexpensive, actionable models and audits
Robert Shaw and Jerome Ramsay, Warc Exclusive, MAP 2010 conference
This MAP 2010 presentation discusses Universal Music's recent use of a VBMF system to optimise its media buying.
This MAP 2010 presentation discusses Universal Music's recent use of a VBMF system to optimise its media buying. The tool allows the music group to track the relationship between a record's adspend and sales. This is achieved by breaking down various contributory factors to sales which are not related to ads, such as the "launch effect" and the size of the artist's existing "base". The data is then used to determine whether the adspend paid for itself or not. Greater adoption of this technology could have significant implications for the future of media agencies.
Adapt or die? Findings from the IAA's Future of Media event
Stephen Whiteside, Warc Exclusive, March 2010
This article reports on the International Advertising Association’s Future of Media event, held in February 2010.
This article reports on the International Advertising Association’s Future of Media event, held in February 2010. One of the main themes discussed by the panel – drawn from PwC, GroupM, Starcom MediaVest and Mediaedge:cia – was that the "golden age" for consumers, characterised by free access to large amounts of content, would soon come to a close. Equally, however, media owners will also have to face up to the need to further consolidate, while advertisers and agencies face similarly substantial challenges in adapting to the new digital world.
Group M's Goldstein: Metrics Key to Performance and Respect
Geoffrey Precourt, Event Reports, 4A's Leadership, March 2010
The 4A's Leadership conference, Transformation 2010, began with Marc Goldstein, ceo of Group M and chair of the 4A's' Media Policy Committee.
The 4A's Leadership conference, Transformation 2010, began with Marc Goldstein, ceo of Group M and chair of the 4A's' Media Policy Committee. Geoffrey Precourt reports on Goldstein's presentation on Return on Investment and how the benchmark has changed over the years. He discusses the need for more precise metrics in a more complicated marketing environment.
Joe Mandese, Admap, December 2009, pp. 8-8
For several years, MediaPost’s Agency of the Year award has gone to Starcom MediaVest Group. While rivals suggest this dilutes the value of the award, MediaPost argues that its editorial integrity would be compromised if it spread the honour around, regardless of merit.
For several years, MediaPost’s Agency of the Year award has gone to Starcom MediaVest Group. While rivals suggest this dilutes the value of the award, MediaPost argues that its editorial integrity would be compromised if it spread the honour around, regardless of merit. In the past year, however, many of the most important industry innovations have been happening as a result of the big media holding companies. It’s becoming clear that the corporate teams are driving change. One of them could even beat SMG this year - they’re all driving innovation faster than Madison Avenue has seen for decades.
IAB Meets IPG: Inside a multi-national holding company
Geoffrey Precourt, Event Reports, IAB Annual, February 2009
This paper reports from day two of the Interactive Advertising Bureau's annual meeting in Orlando, covering a session on the transformation since 2006 of the formerly "beleaguered" marketing services holding company, Interpublic Group.
This paper reports from day two of the Interactive Advertising Bureau's annual meeting in Orlando, covering a session on the transformation since 2006 of the formerly "beleaguered" marketing services holding company, Interpublic Group. WARC Online's U.S. editor, Geoffrey Precourt, covers a presentation from IPG chairman/ceo Michael Roth, who explains the merger of the group's FCB and Draft networks to form DraftFCB. There are also contributions and perspectives on the turnaround from various heads of IPG's businesses, including Robert Bagot, chief creative officer McCann/San Francisco; Howard Draft, chairman/ceo, DraftFCB; and Nick Brien, president/ceo, IPG Media brands.
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