Agency Execs Consider New Media Options, Alongside TV

New, somewhat head-spinning media platforms and devices continue to have creative ad agency executives considering even more media outlets for their brands -- but all with an eye on which older media continues to work well.  

Speaking at a panel at the Consumer Electronics Show, Bob Lord -- chief executive officer of AOL Networks, who was moderating a panel of agency executives -- wondered how agencies and their brands continue to incorporate new options that come their way, such as including a Vine or Snapchat, into media plans.
“There needs to be a balance toward leading-edge,” responded Stuart Sproule, president of TBWA’s Digital Arts Network. “[But] TV is going to be steady for most clients.” That’s because the average U.S. TV viewer consumes around four hours and more of TV each day, he notes.

Panelists all noted that the creative process continues to be a major integrated activity -- with few people working in silos. Jeff Minsky, director of emerging media of OMD Ignition Factory, says a key segment of the team at his agency maintains “strong relationships” with new media efforts.

Overall, Minsky says there must be an “innovation vortex” at creative teams -- a somewhat tongue-in-cheek allusion to the current “polar vortex” term that weatherman have been referring to with regard to the sub-freezing temperatures in the U.S. North and Northeast states.

Jonathan Nelson, chief executive officer of Omnicom Digital, says the key is to retain the storyline and continually ask questions of the creative, such as: “What is the art of the narrative? -- [especially considering] there is one consumer, multiple devices.” The narrative still needs to bring them from awareness to definite interest.

The good news is that clients/brands are much more open to adding in new media/marketing opportunities. “Five years ago, it was tough,” says Minsky. “It’s a lot easier now with clients; it’s part of the conversation.”

Brands will go where consumers are. But not everyone should be in a rush. Rich Guest, president of U.S. operations at Tribal Worldwide, says: “At some point in the future, the broadcast industry model fundamentally changes. But you don’t want to push people who aren’t there.&rdquo
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