Integration In The Age of Turbulance



At the recent MipTV gathering in Cannes in April 2009 the Chief Executive, of WPP, Sir Martin Sorrell said of the TV industry – “There is no doubt old-fashioned media is not going to die overnight but, yes the recession is likely to accelerate a process of historic inevitability where old media is concerned”.

Just after the MipTV event a report from Microsoft, entitled Europe Logs On was published and it stated that by 2010 Europeans will be consuming more internet media content (hours per week) than TV programming.  Similar reports have come from Nielsen Australia.  However, whether these hypotheses are well founded or not there is no doubt that traditional media owners are losing alarming amounts of revenue to the internet (essentially Google Search) For example in the UK TV ad revenues are down by around 20% year on year across the first quarter of 2009.  Now freeze this thought!…/europe_logs_on.pdf

Now onto a different thought-silo – – yes, most agencies still think in silos…  Philip Kotler, one of the world’s leading management and marketing guru’s has just launched his new book co-authored by John Casoline.  The text talks about how wrong marketers are in that they have (in the main) only two approaches to business – dealing with the peaks and dealing with the troughs of business.

Kotler and Casoline believe that the chief executives and chief marketing officers are fighting tomorrows wars with yesterday’s tactics.  Naturally, to benefit from the full juice you need to read the book but, I use it to come back to media (old and new) and to integrated marketing communications.

Perhaps as new media is evolved we create some of our own turbulence by dumping old media in favour of new media.  Then as relative prosperity returns we go back to our old ways.

My view is that we should blend all media (both old and new) to create truly integrated communication that engages with our customers – now I am not talking about ‘matching luggage’ (I hate this term) – there is so much more to integration than that.

I am talking about Diagonal Thinking or Engaged Thinking – what ever you choose to call it!  But, the core of my message is to understand: 1.) Your audience; 2.) The market (and it’s dynamics) as well as 3.) Your brand.  Young & Rubicam cal this 3D planning but, I think that there is a fourth dimension – technical knowhow.  Media is nolonger on or offline.  It is nolonger banners, towers or half page mono or colour etc.

With online we are talking about ‘over-the-page’, social media, microsites and apps.  The technology behind the communication is just as important as the specification of the space being purchased because we now include in our analysis dwell-rates and engagement.

This diagonal thinking is not being done by strategy planners or media planners currently.  I believe that there is room in ‘agencyland’ for a new bread of team member – one that works with all departments – frankly, to optimize the communication strategy and the agency output.  Because of course we need another department in the agency structure!


~ by rtymerej on September 30, 2009.

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