Barry Frey Chats with Andrew Swinand

Barry Frey:  What media do you consume on a daily basis?

Andrew Swinand:  I read The New York Times, Washington Post, Quartz, WSJ CMO Today and Ad Age every morning.  I love to read the news in the morning as a way to prepare for the day.

Frey:  What are the biggest changes you foresee for the advertising business over the next few years?

Swinand:  The ability to leverage intelligence and technology to make our creative more relevant, personal and effective will continue to be a huge driver of industry change.  Further investments by management consultancies to help them compete in the marketing services space, as well as pressures from publishers and platforms, will continue to challenge traditional agencies.  Perhaps above all else, the pace of change will only continue to accelerate, meaning that our ability to innovate and navigate this rapidly evolving landscape with agility will be paramount.

Frey:  How does your agency plan and buy digital out-of-home?

Swinand:  While planning and buying has traditionally been on the media side, content and context go hand in hand.  As such, the future will no doubt bring even greater integration and collaboration between creative and media.  Expect to see more partnership on this front, as clients are looking for us to deliver fully holistic solutions.

Frey:  Tell us a bit about your upcoming speaking appearance at the Video Everywhere Summit.

Swinand:  I am looking forward to discussing the intersection of technology and intelligence in the context of location and space (an offering unique to digital out of home) and how this can provide creative opportunities for innovative marketers.

Frey:  What is your favorite recently downloaded app?

Swinand:  For me, my favorite apps are the most functional. Starbucks, Chase, Uber, Google Maps are the ones that are in constant use on my phone.

Frey:  What is you favorite television show?

Swinand:  Game of Thrones.

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