Media professionals must show more leadership in the development of advertising campaigns to take advantage of new opportunities available with digital media, according to David Kenny.
Delivering a keynote speech this morning at the Canadian Media Directors’ Council’s conference in Toronto, Kenny, chairman and CEO of Digitas and leader of Publicis Groupe’s digital and interactive strategy, suggested that models for creating campaigns have shifted in the digital age.
While media campaigns have traditionally begun with creative briefs from clients, that model is becoming increasingly outdated, he said. Today, campaigns must be sparked by consumer insight, with the selection of media channels as critical as message development.
Accordingly, said Kenny, media directors need a seat at the table during creative briefs.
“Media is the closest to understanding consumers and what they’re interested in, how they entertain and inform themselves,” said Kenny. “I would assert that it’s going to be increasingly important for media to take a leadership role in the digital era.”
And despite all the hype and fanfare associated with the digital realm, the “digital era” has actually been slow to dawn, at least in terms of media spend, he said. While 1.5 billion people worldwide are Internet-connected, online accounts for only 8% of global spending, he said.
Kenny acknowledged the confusion that some media professionals feel about digital, but said industry veterans should approach it the same way they would approach learning a new language—starting from the basics and building up. “Don’t be afraid to read children’s books,” he said.
Above all, professionals in media, advertising and marketing must understand the central role that consumers are playing in the changing media universe. “It’s not that complex if you let the consumer be your guide.”
Kenny was preceded on stage this morning by Ivan Fecan, president and CEO of CTVglobemedia. Interviewed by CTV’s Washington bureau chief Tom Clark, Fecan spoke of his company’s adaptation to the digital era.
As an established traditional media company, said Fecan, CTVglobemedia does not feel the pressure to be a digital innovator.
“We’re not going to go out and invest in 20 different things hoping to find the next Facebook,” said Fecan. “We’re good fast followers. We see what’s out there, who’s doing it well, and we learn quickly from it.”
Rather than putting digital media in its own silo, Fecan sees it as a complement to his company’s existing channels. “We’re looking at digital more as a brand enhancer and expander,” he said. “We’re looking to do more things that are broader, that have a longer tail and give more opportunities for advertisers.”
Fecan also acknowledged digital technology will play a key role in CTVglobemedia’s coverage of the 2010 Olympics, but said he could not go into further detail until after the 2008 Summer Olympics in Beijing.
