MindShare Reorganizes; How Quickly Will Media Sellers and Other Agencies Follow? JackMyers Think Tank

quotIt takes awhile for technique to catch up to technologyquot comments Expedia and Kayak founder Terry Jones keynote speaker at last week39s Traffic Audit Bureau Conference in Boca Raton Corporations Jones suggested need to be conscious of what he called the Bozone Layer that prevents good ideas from rising to the top quotYou need to create an environment that rewards innovationquot he told members of the outofhome industryWith last week39s announcement of a dramatic overhaul of the organizational infrastructure at Group M agency MindShare and with growing demands from marketers that both agencies and media sellers dismantle their longstanding infrastructures and remodel to encourage crossmedia and digital integration major industry players are suddenly finding themselves at a competitive disadvantage compared to entrepreneurs who are not saddled with traditional relationships and infrastructuresAt the TAB event Tim Hanlon SVP and Director of Ventures for Publicis39 Denuo Group argued that both agencies and media sellers need to move more aggressively to redefine their business models and effectively serve their clients39 needs with the consumer at the forefront of their consideration quotIn all our enthusiasm for digital media and new forms of accountabilityquot Hanlon told JackMyers Media Business Report quotthere is a current of thinking that there is overwhelming pummeling of the consumer at every turn by media and advertisingquot Hanlon suggested that both agencies and media sellers are mired in traditional business models and are not responding quickly enough to emerging business realities and opportunities quotIt39s unfortunatequot he pointed out quotthat many advertisers and agencies did not value emerging digital OOH opportunities until CBS and NBC launched the CBS Outernet and NBC Everywhere initiatives There is a lot of innovation from both traditional and entrepreneurial companies in the outofhome space and it39s a shame many in the industry waited until the big TV networks validated themquotAt New York Magazines Day hosted last week by New York Ad Club and the Magazine Publishers of America Steve Sturm Toyota Motors NA Group VP Americas for Strategic Research ampamp Planning ampamp Corporate Communications said he was quotimpressed by how magazines are reinventing themselves to help companies market themselvesquot but he argued magazines must quotthink beyond the box to stretch ideas beyond the printed page and deliver integrated programsquot A primary reason for the delays in organizational restructuring for enhanced integration Hanlon inferred is the failure of agencies and sales organizations to break down the silos that separate the planning and buying of different media forms He was critical of traditional industry models that force independent packaging of digital media and their traditional media siblings At Publicis Hanlon pointed out those traditional barriers are being broken down as they are now at MindShare and added TAB panelist Ryan Laul of Carat39s Hyperspace digital OOH division as they are being broken down at Carat A challenge for the outofhome industry is whether new digitallybased companies such as Ideacast Ripple Danoo ProLink Channel M Zoom Media and even Gas Station Network are best served targeting traditional outdoor interactive or television media buyers and planners The answer lies in all the above because every client and agency applies different models budget assignments and requirements Digital companies that are not restricted by traditional relationships can more aggressively move beyond the borders historically defined for sales contacts and initiatives without fear of jeopardizing their established budgets and relationships Suzanne Alecia president of OutofHome Video Advertising Bureau told JackMyers Media Business Report quoteven if the agency structure isn39t changing there is more willingness to come together to hear our story Agencies are bringing multipledisciplines to the table and in some cases this is the first time these executives are meeting each otherquot Alecia advised quotOVAB is developing an online planning tool that will offer information from all our member companies offering a onestop place to go in the planning stagesquotMobile media is another sector that is advancing the overlap of agency executives from digital and traditional media groups as well as agency creative teams quotAgencies are realizing the promise of deploying mobile beyond impressions and to move to interactionquot commented Michael Collins president of Kinetic Mobile a division of Group M quotNinetyfive percent of branded communications take place when a mobile device is in consumers39 handsquot Collins pointed out at the TAB event Mobile converts OOH print television and radio into interactive media and moves messaging from passive to interactive OOH is a tremendous activation point for mobilequotWhile media sellers throughout the industry39s history have focused their attention on media buyers who control negotiations and agencies have often mandated minimal media access to planners and clients those barriers and restrictions are falling away as executives on both sides of the table recognize their mutual dependence on relationships insights understanding and crossmarketing applicationsFor more information contactMichaelCollinskineticwwcom TimothyHanlondenuogroupcomRyanLaulposterscopecomSuzanneAleciaovaborg

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MindShare Reorganizes; How Quickly Will Media Sellers and Other Agencies Follow? JackMyers Think Tank

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