media was a topic ripe for discussion. Two experts from digital companies entered the fray with Goviral chief executive Rene Rechtman and Adconion managing director Matt Hunt discussing earned media’s place in the industry. Rechtman was keen to dispel any
notion that earned media constitutes free media insisting that paid for models were at the heart of the former’s success. “There is no such thing as earned media without paid-for media, without planning, without thought processes,” he said. ZenithOptimedia’s worldwide CEO
Steve King ushered in the second day to the sight of a delegation cradling warm cups of coffee and sporting prominent bags under their eyes. King’s portrait of the media landscape
in 2010 looked at problems facing traditional media owners in the digital age. He focussed on the power enjoyed by technological content distributors and the need to develop strong partnerships across both production and distribution. “If you haven’t got fantastic production
and you’re not a distributor then you’re not in a very good place,” said King.
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“So when you’re thinking about media planning and partnerships think about those people you can connect with in leveraging your ideas,” he continued. Delegates were also informed of the
importance of empowering the consumer as a distributor. King said: “Think about how you can connect with the consumer and how you can powerfully leverage the information you’ve got.” This was advice that would prove
invaluable as the group’s attempted to spread their message across three very different audiences. The triumphant group would embrace the human face of business by treating the business decision maker as the consumer and creating a social network for them.○
The winners with Cisco’s Sibley (from left): Alex Unitt, BBC; Peter Waine, Carat; Fiona Ajinzea, Carat; Ethar Elshabrawy, UM. Adconion’s Kayleigh Britland is not pictured.
M&MJULY EZINE 2010 13
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