Commentary
Buyers to NewFront Sellers: 'Wow Me'
- by Steve McClellan , Staff Writer @mp_mcclellan, April 5, 2013
Apparently last year’s Video “NewFronts” failed to do just that, according to a panel of agency executives hosted by Media Behavior Institute's Mike Bloxham at the Video Insider Summit Friday.
“Keep it short and I want to be inspired,” said MediaCom’s Adam Potashnick. “Show me something I haven’t heard about.”
Hill Holliday’s Guy Rancourt said some of the presentations last year were interesting but without “a lot of follow-up,” let alone “deep and meaningful engagement.”
Other advice from the panel: make pitches actionable and provide a lot more granularity to go along with the sizzle.
Steve McClellan is the Editor of MediaPost's Agency Daily (MAD). You can reach Steve at mcclellan@mediapost.com.
Sounds great - but the reality is much different.
We are producing three really great series, we've done our homework and our audience is a great match for CPG, automotive, electronics, finance, etc.
The buyers say they want new exciting content, but they've lock everyone out. As an 'outsider', we have no way of starting a dialog with them. They don't pick up the phone, they don't publish portals to submit concepts or ideas. They don't respond to social media platforms like LinkedIn.
There are a lot of great creative companies such as ours who are are tired of this closed door and uncooperative relationship. We are looking and find ways to circumvent this broken communication system.
Yes, to a point they are correct, they don't hear as much great original content as they say they would like. But then, when you put your hands over your ears of course you're not going to hear anything.