While “future proofer” and “change agent” have a nice ring to them, Michael Neale’s recent promotion at MediaCom Canada means he now technically goes by “managing partner, investment.”
He officially started in the new role this week after three years in his previous position of vice-president and group account director.
His new responsibilities involve helping the investment group move into offering clients a greater choice of investment options. In an interview with Marketing, Neale said, “I will facilitate a natural evolution to future-proof what is the biggest area of our business here, which is our investment team.”
He also spoke of the evolution of broadcasters. “We know that technology is changing, so if we’ve been investing in television—which we have—television isn’t going away, but the way the consumer can consume television is going to change.”
With broadcasters digitizing more and more content, Neale said MediaCom is “getting ready for the onset of some scalable, smart TV penetration. We’re looking at the ability to start ensuring we are following the consumer wherever the consumer will be watching that television ad.”
That opens the opportunities to talk to different vendors and suppliers and consider different technologies, he added. For example, he said MediaCom will be making plays in the video world, such as experimenting with placing TV ads with outdoor vendors as well as traditional television vendors. That way “we can talk to wherever a TV ad runs next or will be running in conjunction, so it’s video neutral.”
He added that he also wants to make everything more accountable. “We need to see how far we can go to help develop metrics beyond just impressions to see how we can drive value for clients.”
He cited the impending arrival of addressable television in Canada as an opportunity to better target consumers. “It isn’t here yet, but conversations are happening with the BDUs, and it’s a classic example of how you need to be set up for the future.”
Along with the tasks Neale has taken on in respect to MediaCom’s investment team (excluding digital, which is its own group), he said he will still work on Procter & Gamble’s investment team.
Neale started at MediaCom 13 years ago as a broadcast supervisor.
