There’s probably always been a little bit of anxiety over the annual upfronts — like the anxiety of networks over whether agencies will support some of their biggest new shows — but the CEO of ThinkBox suggests there’s a more existential concern that pervades the industry today.
Lindsay Clay, who came to Canada last month for the CMDC’s annual Vision 20/20 conference, said there’s a lot of “hand-wringing” over whether those in the television sector are “doing the right thing” in an age of digital media. That may be a mistake, she suggests. In fact, her organization’s mission is largely centred around reassuring brands and agencies that the medium is not only alive but well.
In this video interview with Marketing, Clay talks about what kinds of ads work best on TV, the content partnerships that allow brands to thrive and the evolution of “binge-watching” as we know it today.
