Ad Age Digital Day Two: Media, Branded Content, Talent
Posted by the HIT board
Ad Age Digital’s second day held a heavy focus on the evolution of media. Executives from Bloomberg Media, Daily Mail, HBO, and Nickelodeon were all part of several discussions that delved deep into their business and how brands intersect in this new era of branded content in a “post-digital” world.
Jon Steinberg, CEO of Daily Mail North America and formerly of BuzzFeed fame, told AdAge’s Michael Sebastian challenged creative agencies to step up to the plate. “I don’t want to be a creative agency, but the media agencies and brands come to us and want us to come up with the idea,” said Steinberg. “I’m still waiting for the creative agencies to jump in, and there is always going to be that opportunity for them.”
Sabrina Caluori, VP of Social and Digital at HBO, continued the Fail Forward series, this time talking about how HBO attempted to bring the second screen experience to its consumers in 2013 with HBO Smart Glass, but instead frustrated consumers by distracting from their top tier television shows, which is the main draw for the premium subscription service. Such humbling admission from a media company which is seemingly at the top of its game shows how grounded and self-aware one must be to stay ahead.
Later in the afternoon Andrew Benett, Global CEO of Havas Worldwide took the stage for a fireside chat with Ad Age’s Nat Ives. Continuing the theme of marketing in today’s “post-digital world,” Benett said this shift can be seen right down to the different workspaces seen today vs. in the 1980s, with 90% of the industry now shifting to an open floor plan model, which he says contributes to “always-on collaboration.” To that end, people and talent was a big focus of the talk, and Benett says the questions he gets most in big RFPs aren’t about award-winning work or strategy – it’s about culture and honing talent. “What do we do for internal people initiatives? How do you grow and manage talent?”