WarnerMedia's Joe Hogan: Why Collaboration Is on the Menu at CES and Beyond

Xandr and WarnerMedia for example are coordinating their approach to brand and agency meetings at CES this year quotWe39re going into CES together with Xandr amp8212 strategizing on clients we39re seeing and finding solutions that meet customer needsquot Hogan says He notes that some of those meetings might be more about Xandr39s depth of expertise in addressable advertising or they might be more focused on WarnerMedia39s ability to use content from Cartoon Network TBS or TNT in conjunction with that addressable capability He even expects discussions at CES about possible corporate partnerships with ATampampT Communications citing marketers39 interest in 5G and ATampampT39s leadership in its rolloutquotIt39s not just about what your business has to sellquot Hogan says quotIt39s about how we can use those assets in whatever combination is most appropriate to partner with our agency partners and our advertisers We look at it like a master chef would look at a list of ingredientsquotThat list includes Courageous for clients that want help crafting branded news content opportunities as well as agency Fullscreen and Ignite Studios for clients39 branded entertainment needs quotWe also have CNN and Rick and Morty which just returned for a fourth seasonquot Hogan adds quotAnd a whole litany of assets for kids with Warner BrothersquotHe sees the upcoming launch of HBO Max as an opportunity too quotWe can reaggregate or find new ways to add to our existing entertainment reach in addition to our news reach and our sports reach with huge marquee properties like the NBA and NCAA and MLB postseasonquotHogan notes that his team will be coordinating with Xandr on scatter business at CES and beyond ATampampT has announced that WarnerMedia and Xandr will be doing a joint Upfront presentation in May And both companies will participate in the Advancing a Diverse Work Force MeetUp at CES on January 8Hogan leads agency and client relationship and digital direct response and content partnerships across WarnerMedia39s adsupported networks He points out that the company has undergone a transformation over the past three years going back to when ATampampT acquired the legacy Time Warner businesses All of the changes benefit the advertisers and brands they serve as well as the agencies his team partners with so closely quotThere39s some sentiment in the marketplace that we39re just going to the clients That39s incorrectquot Hogan says quotWe want to work with our agency partners and our client partners together in the same roomquotToday Hogan is more optimistic than ever about the company39s ability to bring solutions to clients He cites the potential audience and data synergies between WarnerMedia39s AudienceNOW products and Xandr39s datadriven linear products and addressable expertise quotFor example we can work with advertisers to reach the lighter TV viewerquot he saysHogan notes that he and his counterparts within WarnerMedia are focused on solving clients39 biggest challenges amp8212 not just from a marketing standpoint but overall quotWe put them at the center of all the tremendous assets that this company hasquot he says quotAll the ways in which this company can aggregate audiences interact with fans create content amplify content and amplify advertiser messages Those are the traditional things we39re known forquotFor Hogan the ideal approach to serving WarnerMedia39s clients is to blend its and other ATampampT units39 assets to create tailored solutions quotThe best way isn39t to say 39Oh we have this particular tool or piece of content just go sell it to the client39 The best way is to create the perfect menu for each client one client at a time in whatever proportion of those ingredients they and their agency partners need to help solve their marketing objectivesquot he says quotIt39s an ecosystem of choice and a longterm partnership approachquot Click the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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WarnerMedia's Joe Hogan: Why Collaboration Is on the Menu at CES and Beyond

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Kathy Newberger

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WarnerMedia's Joe Hogan: Why Collaboration Is on the Menu at CES and Beyond

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Kathy Newberger

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