Transcript The Media Agency of Tomorrow

Back to the Future
Author: Les Margulis
New Delhi,
9th June 2010
Over the last decade…
India has changed
Market Dynamics: Economy
From Government Run Centralized Economy to Free Market
Lifestyle
From Modest Standard of Living to Comparative Wealth
Brands
From Local Brands to International Brands
Retail
From Mainstreet Shopping to Shopping Malls
Social
From A Socialist Society (WE) to A Capitalist Society (ME)
Advertising
From Local agencies to International Affiliations & Ownerships
Big Brands
From Governmental Monopoly to Private Owned Market
Media
From A Single Public Channel to Commercial & Multi Channel TV
And Media is continually changing as well
New technology
Audience Fragmentation
8
years ago… the terms Google, MP3 and iPod, meant NOTHING!
Today…
processes 2
million searches
per day in
India…
iPod has become the
generic name for the MP3
player
5
years ago… the terms You Tube and facebook meant nothing!
Today…
Shows 600
million videos
each month in
India
facebook (founded
Feb 2004) has
8mm subscribers
In India
Digitalisation is Driving this Change
Anywhere and Anytime
Anywhere, Anytime
Technological change has been the key driver in allowing Indians to access
information, communicate, be entertained & transact wherever and whenever
they want
Technology is More Accessible
Indians
Smarter
Devices….
We haveHave
smarter
devices….
….and they’re going mobile
This is Changing the Face of Entertainment
THEN
NOW
All of us
can watch
TV online
We will have Mobile TV
Expanding the
content we view
on our mobiles
How Marketing Has Changed
Advertising
Strategy
Communication
Channel Planning
Creative
Advertising
Strategy
BTL
Media Planning
Direct Marketing
Event Marketing
Media Buying
The distant past
Media Buying
The present
Implementation
The future
Results:
Higher prices
While TV stations become increasingly
niche the “media will become the
message”
Less opportunity to reach people
through mass communication
Media haves /have not s
More media choice.
Harder to “cut through”
More sophisticated computer systems
and statistical methodology
Talking with and not to the audience
Communication strategy before or at the
same time as creative
to Traditional
TheMedia
Threat
And a Threat to Traditional Ways to
Build Brands
Where We Are Today

Media unbundling almost complete - scale
in media thought even more important

5 or 6 multiple brand media services
groups accounting for 60% - 70% of world
adspend

Human endeavour - servicing and ideas
were the key discriminators
Where We Are Going

The 3 I’s: Ideas, Interaction, and
Intelligence

Helping clients to build
awareness, generate response,
enhance experience

Proving ROI from advertising –
price versus quality

Beyond the GRP – attention,
engagement, response
We Have To Respond to
Changing Times

A Move away from price per unit is key

Developing communications planners at
the heart of our integrated media
communications service
Make Strategy King

Necessity to have Media, strategy and
creative housed in the same “house”
Integrating marketing
communications
Creative
Positioning
Creating
awareness
Generating
Engagement
Mass
media
Enhancing
experience
Interactive
Media
And We (and the Clients) Have to Be:
How Do We Do This?
The Media Agency of Tomorrow: We Will Be
the New Custodians of the Brand
Sponsorship
Performance &
Entertainment
Creative
Development
Strategy
N
WWW
W
E
map
S
Cinema
Digital
Outdoor
Regional
news
welcome
Channel Buying
Radio Buying
Press Buying
The Media Agency must provide a client with seamless &
innovative communication solutions with all specialists
under one roof
Improving Media ROI for Clients
Integrated
with
consumer
touch points
and tastes
Holistic
Touch
Points
Management
of
investment,
positioning
and
exposure
Portfolio
Manage
ment
Involved with
media fabric
Content
Exploit
breadth of
media
ownership
New
opportunities
at point of
purchase
Mega
deals
Retail as
media
Taking control of the client’s marketing
process
Media to work with other elements
in the communication process
Putting all the elements together
Not just Media solution, but 360 degree
Communication solutions
Strategy
PR
Retail
Media
Creative
Digital
Why Do You Need a 360
Communication Agency?
Alice asked at the crossroad, "Which road
should I take?“
"Where do you want to go," asked the Mad
Rabbit.
"I do not know," said Alice.
"Then it does not matter which road you
take," he replied.
Lewis Caroll, Alice in Wonderland
Advertising is no different – in order to get somewhere,
you have to know where you’re going, one way or the other.
“Strategic Planning is worthless
unless there is first a strategic vision”
John Nesbit
Author, Megatrends
New Delhi, 2nd Jun, 2010