Download - MEDIA AS A FORCE FOR GOOD
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Marc PritchardChief Brand Officer
ANA Media & Measurement ConferenceSeptember 23, 2020
MEDIA AS A FORCE FOR GOODAND A FORCE FOR GROWTH
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F O R C E F O RG O O D
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F O R C E F O RG R O W T H
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BILLION
F O R C E F O RG R O W T H
$
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““
HALF THE MONEYI SPEND ON
ADVERTISINGIS WASTED;
THE TROUBLE ISI DON'T KNOWWHICH HALF.
J O H N W A N A M A K E R
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LEADCONSTRUCTIVE
DISRUPTIONTO TRANSFORM MEDIA INTO
A FORCE FOR GOODAND A FORCE FOR
GROWTH
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CONSTRUCTIVED I S R U P T I O N
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FORCE FORG O O D
AND
FORCE FORG R O W T H
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LEAD
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LEADCONSTRUCTIVE
DISRUPTIONTO TRANSFORM MEDIA INTO
A FORCE FOR GOODAND A FORCE FOR
GROWTH
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1STEP
= = = =
EQUALITY INTHE MEDIA SUPPLY CHAIN
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1STEP
MARKETERS AGENCIES PRODUCTIONCREWS
MEDIAPROVIDERS
EQUALITY INTHE MEDIA SUPPLY CHAIN
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50% WOMEN | 50% MEN
1STEPEQUALITY INTHE MEDIA SUPPLY CHAIN
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1STEPEQUALITY INTHE MEDIA SUPPLY CHAIN
40% MULTICULTURAL13% Black | 18% Hispanic | 6% Asian-Pacific | 2% Native American
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L E A DMEASUREDIAGNOSE
ACT
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ACCOUNTABILITY DASHBOARD
GOAL BRAND
WOMEN 50%
MULTICULTURAL 40% X
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ACCOUNTABILITY DASHBOARD
GOAL BRAND AGENCY
WOMEN 50%
MULTICULTURAL 40% X XX
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ACCOUNTABILITY DASHBOARD
GOAL BRAND AGENCY PRODUCTION
WOMEN 50%
MULTICULTURAL 40% X XX ?
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ACCOUNTABILITY DASHBOARD
GOAL BRAND AGENCY PRODUCTION MEDIA
WOMEN 50% ?
MULTICULTURAL 40% X XX ? ?
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2STEPELIMINATE SYSTEMIC INEQUALITIES
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2STEPELIMINATE SYSTEMIC INEQUALITIES
5% MULTICULTURAL
MARKETINGSPENDING
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2STEPELIMINATE SYSTEMIC INEQUALITIES
40% US MULTICULTURAL
POPULATION
5% MULTICULTURAL
MARKETINGSPENDING
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DISMANTLE SYSTEMIC INEQUALITY
ACCESSCAPABILITY
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DISMANTLE SYSTEMIC INEQUALITY
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
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DISMANTLE SYSTEMIC INEQUALITY
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
MEDIAEFFECTIVENESS
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DISMANTLE SYSTEMIC INEQUALITY
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
MEDIAEFFECTIVENESS
DIRECTLYINVEST
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DISMANTLE SYSTEMIC INEQUALITY
PURCHASING POWER
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
MEDIAEFFECTIVENESS
DIRECTLYINVEST
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DISMANTLE SYSTEMIC INEQUALITY
PURCHASING POWERMARKETGROWTH
ACCESSCAPABILITY
INFRASTRUCTURESPENDING
MEDIAEFFECTIVENESS
DIRECTLYINVEST
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3STEPACCURATELY PORTRAY ALL HUMANITY
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3STEPACCURATELYPORTRAY ALL HUMANITY
+10% TRUST
+20% PURCHASE
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3STEPACCURATELYPORTRAY ALL HUMANITY
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100% ADSWITH SCOR E
ABOVE 100
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<5% HISPANIC
TV CHARACTERS
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18% HISPANIC
POPULATION
<5% HISPANIC
TV CHARACTERS
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18% HISPANIC
POPULATION
<5% HISPANIC
TV CHARACTERS
1% ASIAN
TV CHARACTERS
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18% HISPANIC
POPULATION
<5% HISPANIC
TV CHARACTERS 6% ASIAN
POPULATION
1% ASIAN
TV CHARACTERS
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4STEP ELIMINATE HATEFUL CONTENT ONLINE
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4STEP ELIMINATE HATEFUL CONTENT ONLINE
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ELIMINATING HATEFUL CONTENT
SHOULD BETABLE STAKES
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$300 BILLION 30 YEARS
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5STEPLEVEL THE PLAYING FIELD
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UPFRONTS
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RATINGS
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RATINGS
RATES
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RATINGS
RATES
INFORMATIONASYMMETRY
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FOMOs
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LEVEL THE PLAYING FIELD
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INFORMATIONASYMMETRY
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CROSS-PLATFORMM E A S U R E M E N T
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PROGRAMMATIC MEDIA
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PROGRAMMATIC MEDIA
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6STEPCREATE CONTENT FOR GOOD
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EQUALITY IN THE MEDIA
SUPPLY CHAIN
ELIMINATE SYSTEMIC
INEQUALITIES
ACCURATE PORTRAYAL
ELIMINATEHATEFUL CONTENT ONLINE
LEVELTHE PLAYING
FIELD
CREATECONTENT
FOR GOOD
654
321
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LEADCONSTRUCTIVE
DISRUPTIONTO TRANSFORM MEDIA INTO
A FORCE FOR GOODAND A FORCE FOR
GROWTH
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Thank You