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PLANNING FOR SYNERGY Liam Brennan
Global Digital Director – Carat Global Management
@LCBrennan
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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
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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
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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
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“Bite sized” content
for sharing
Social interaction from
assets Mobile/Second Screen
REALITY TV HAS IT NAILED
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…AND SOME OF THE NEWS INDUSTRY
Planned for
Digital
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MEDIA HAVING TO ADAPT TO DEVICE USE
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SECOND SCREEN. THREAT OR OPPORTUNITY?
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HASHTAGS IN TV PROGRAMMING
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DIGITAL SYNERGY IN ACTION - THREE
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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!
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UNDERSTAND JOURNEY/MINDSET
ASOS – Making slick mini-music videos and shopping the look
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PUSH THE MEDIA OWNER
Prometheus – Working with Channel 4 to integrate Twitter buzz into ads
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COLLABORATING FOR RESULTS
adidas – A massive project with multiple agencies involved
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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
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Q&A Liam Brennan
Global Digital Director – Carat Global Management
@LCBrennan