planning for synergy brennan.pdf · • look after all aspects of digital for the clients i work on...

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