PLANNING FOR SYNERGY Liam Brennan
Global Digital Director – Carat Global Management
@LCBrennan
A LITTLE BIT ABOUT ME AND WHAT I DO
• Global Digital Director at Aegis Media Global (Carat)
• Focus of my work is on adidas group, ASOS & new business
• Look after all aspects of digital for the clients I work on (and internal)
• Work all business disciples of my clients (and their agencies) – e.g. strategy, analytics, marketing, PR – as well as digital, social, ecommerce, web dev
• I have to work this way to get the best digital work out of my clients
LANDSCAPE TEN YEARS AGO
• Separate silo – digital activation or ecommerce
• Banners, portals, micro-site, search (silo) etc
• No smartphones, desktop first, not massive uptake of wifi
• Competing with other media disciplines for budget
• TV dominant media
LANDSCAPE NOW
• Digital is integrated into all aspects of media
• Social, video, mobile, search, cross-media opps
• Smartphone penetration 50% (tablet 25%), laptop the norm, Wifi everywhere
• Disciplines work for the same budget
• TV still dominant – but media doesn’t start and end with the 30sec spot
“Bite sized” content
for sharing
Social interaction from
assets Mobile/Second Screen
REALITY TV HAS IT NAILED
…AND SOME OF THE NEWS INDUSTRY
Planned for
Digital
MEDIA HAVING TO ADAPT TO DEVICE USE
SECOND SCREEN. THREAT OR OPPORTUNITY?
HASHTAGS IN TV PROGRAMMING
DIGITAL SYNERGY IN ACTION - THREE
THREE RULES FOR SYNERGY
1. Understand the consumer journey and their mindset
2. Push the media owner for solutions beyond the standard options
3. Collaborate – with everyone!
UNDERSTAND JOURNEY/MINDSET
ASOS – Making slick mini-music videos and shopping the look
PUSH THE MEDIA OWNER
Prometheus – Working with Channel 4 to integrate Twitter buzz into ads
COLLABORATING FOR RESULTS
adidas – A massive project with multiple agencies involved
SUMMARY
• The media landscape is changing rapidly – and will continue to change
• Digital media can no longer be siloed – or at least no siloed thinking
• You need to have a good understanding of the consumer beyond demos
• …and a good understanding of media options (if not, make them happen!)
• Park your egos at the door. Pick them up again when you win awards
Q&A Liam Brennan
Global Digital Director – Carat Global Management
@LCBrennan
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