blip.tv, Colgate Palmolive, Aegis, and Worldwide Biggies Execs Focus on Convergence at JackMyers Event - MediaBizBuzz.com

quotThe Convergence Is HerequotThat declaration kicked off and set the tone for yesterday39s JackMyers Networking Breakfast Framed as quotThe Future of Media and Entertainment Realities of Dealing with the Changing Media Marketplacequot the event was noteworthy in the face of an economic slowdown for its acrosstheboard bullish outlook on Media The range of the panelists39 divergent perspectives coming from the distinct but overlapping worlds of brands agencies content creators and hosts ensured a dynamic conversation Invited speakers includedSarah Fay CEO Carat and IsobarDina Kaplan COO bliptvJack Haber VP Global Advertising and eBusiness Colgate Palmolive CompanyAlbie Hecht CEO Worldwide BiggiesShane Steele Consultant and former CocaCola head of Interactive MarketingBios hereThe findings of the new JackMyers Media Business Report white paper Great Expectations Research Industry Looks Toward New Era in Media Measurement Discussion of findings served as a point of entry for moderator Jack Myers to offer that while the media business is in the middle of flux and that it will be unrecognizable five years hence that we are confronting an opportunity of change This theme of a blurring between traditional and new media was carried forth throughout the morning While we aren39t there yet Dina Kaplan was confident that in a few years the prevailing hierarchy of TV on top Web shows on the bottom would be gone quotThey39re just going to be contentquot And that39s just the starting point of the paradigm shift Not only did Shane Steele express surprise that competitors are sometimes finding it necessary to partner in this ecosystem call them quotMedia Frenemiesquot but Jack Haber was unambiguous in his belief that unless specialized agencies were able to collaborate with his lead agency Young ampamp Rubicam that quotthey can39t be sitting at the tablequot Part of Dina Kaplan39s mission at bliptv in addition to hosting and distribution content is monetizing her original programming When Unilever39s Dove expressed interest in participating in Amanda Congdon39s videoblog she of quotRocketboomquot fame Congdon created a Wiki Her community developed and scripted an ad spot that Congdon shot and starred in and in that way made the brand authentic and relevant Audience members seemed almost cultlike in their admiration for Sarah Fay39s work in creating a social network for Adidas Not only was there a coordinated effort to drive print OOH and mobile to their online efforts last April but their reach surpassed their expectations While 600000 visited their Web site and only 75000 of these downloaded various objects for their MySpace pages their internal research discovered that visitors to their Websites in turn hit drumroll please 211M A dynamic logic study found a 75 increase to brand equity Fay remarked that this was possible because the client allowed Carat to be Media Architect of the campaign and that in fact quotIt was a watershed for Adidasquot Notably it was the content creators on the panel that argued for more discipline around metrics even more so than their counterparts Albie Hecht halfjokingly called for quotNo more voodoo Get the metrics out therequot in response to Dina Kaplan39s point that she was looking forward to the IAB standards due out next Monday While Sarah Fay observed that quotwe39re seeing investment by all major players in onlinequot the discussion focused on how that investment is being deployed Albie Hecht voiced the caveat that we need to be quotcareful to distinguish repurposing of content versus creating something authentic to the Web that isn39t pushed but is true engagement Not Spongebob is now a podcast we39re digitalquot To those brands and agencies still too cautious to pull the trigger Dina Kaplan offered a compelling brief quotIt39s like a lottery TV can39t count on the viewers like they used to But pretty much after six months out for our shows that get two to four million views we can make guaranteesquot Jack Haber had a refreshing perspective in that his focus was on his consumer While branded content has its place amp8211 and Shane Steele39s work with Coke is axiomatic amp8211 he asserted that quotwe39re not in the content businessquot Despite Albie Hecht39s whimsical and germane ad lib that he39d find a way to embed Colgate Palmolive39s message in a gaming code Haber had a few takeaways that didn39t mark him quotoldfashionedquot but rather as steward of integrity on behalf of Colgate When the discussion of social networking came up he voiced a desire to do so carefully and quotrespect the consumerquot alluding perhaps to Project Beacon39s missteps on Facebook While Dorian Benkoil raised a question about the quotdangerquot of losing control of one39s brand Haber offered this wisdom quotThe consumer is not in control of your brand Equity and positioning are up to the Marketing Managerquot Sarah Faye echoed his thoughts Recalling clients who had voiced negative comments within a blog or Website she spoke of quotbrand championsquot who rose up unbidden and responded authentically to the criticisms adding quotConsumers tell each other the best storiesquot And were the agencies of record rising to the challenge While he admitted that the large agencies were slow to do so Jack Haber qualified the remark by adding that they were working Colgate Palmolive sees a range of agencies amp8211 large and specialized amp8211 because quotno one can do it all rightquot Haber added a historical perspective that over time agencies became decentralized then became separate businesses and therefore now must be reintegrated the better to be connected with the consumer Dina Kaplan had particular shout outs to Digitas and Deep Focus but agreed that an infrastructure was still needed to support interactive agencies Assenting Shane Steele found that quotagencies are doing a great job specializing in driving efficiencyquot Sarah Fay observed that while it39s been satisfactory for agencies to be on the same page amp8211 in synch with timetables and targets that we are tracking to the point that we need to know clearly quotWho Owns Itquot Since the emphasis of the event was the Future of Media and Entertainment it was unsurprising to find the panelists sparking as they were asked to look ahead Shane Steele pointed out that we must figure out social media monetization Albie Hecht predicted that the iPhone will open the game platform to mobile effusing that quotit39ll blow upquot Jack Haber struck a sincere and uplifting coda quotWe39re still at the beginning Let39s invent togetherquot Related Nina Spezzaferro39s indepth discussion with bliptv39s Dina Kaplan and Worldwide Biggies CEO Albie Hecht Elaine Liner39s spotlight on Web shows Food Court Music and Best Game EverLater today check out the photos from the eventTomorrow Read Ed Martin39s TV Buzz

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