While traditional media buying dynamics seemingly remain unchanged, the foundations on which they have been built are collapsing and new foundations are being simultaneously erected. In my new series of Legends & Leaders video interviews, you will be surprised to find a media industry that has a clear grasp of its challenges, is in the midst of reinventing itself, and is challenging both clients and media suppliers to change their traditional approaches to media planning. Scroll down to view my video interviews with Magna N.A. president David Cohen and Initiative's Maureen Bosetti, UM's U.S. CEO Kasha Cacy and Magna's EVP Investment Dani Benowitz. The Legends & Leaders Pre-Upfront Interview Series was underwritten through a generous grant from Warner Bros. Learn more about my perspective on an emerging new media agency reality here, and view each new video interview as they are published weekly at www.LegendsLeaders.org.
David Cohen: “Digital is not easy. Digital is more messy than it has been. It’s our belief that the mess is worth it, but we need to collectively clean up the eco system.” Watch the full David Cohen video interview here.
Kasha Cacy: “We are very siloed as an industry right now. We have data capabilities in places. Even within out media partners, they have a data department that does that kind of work. At most agencies, they have a separate unit or a separate agency that does that. Where my focus is, is how do you bring that all together? Because I’m a real believer in magic happens when you bring different points of view together.” Watch the full Kasha Cacy video interview here.
Maureen Bosetti: “We’re traditionally used to looking at supply and demand economics. And now it’s really about looking at the value of a partnership through a different lens. How do we develop content? How do we activate marketing partnerships?” Watch the full Maureen Bosetti video interviewhere.
Dani Benowitz: “There was a place where we used to be able to feed everyone. We would go to market, whether that market was upfront or scatter, and really try to be something for everybody. But I don’t really think that the landscape allows us to do that anymore.” Watch the full Dani Benowitz video interview here.
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