Engaging with today’s consumers requires breaking down the silo mentality, according to GroupM’s digital strategy & investment officer Venessa Hunt.
As the offline and online worlds continue to converge, brands need to look at what consumers are doing holistically across all devices, from a TV screen to an online screen and beyond.
Hunt believes media agencies need to think less about the silo mentality and look at how the customer can be engaged through an integrated offering.
She also said the best way to look at the convergence of the online and offline worlds is as if there is no line, however, she acknowledged the line is already blurring.
Hunt added defining what is digital is becoming increasingly difficult.
She said: “The word ‘digital’ is becoming so broad, what is digital, and what isn’t digital, I think is very hard to define.”
Commenting on the future of media agencies with the rise of digital, adtech and automation, she was quick to point out the difference between being an agent, and an agency.
“It comes back to the difference between an agent and an agency. I was actually talking about this recently and an agent is a transactional relationship, right? It’s one of those things where you hire somebody to do one thing, with that agent kind of relationship.”
While she didn’t deny the media agency and client relationship is changing, she was firm in her stance that it will always be needed.
“An agency relationship is where we have a relationship with a client and provide them with something they need. And will that relationship change? Of course it will. But if we go back to the beginning, our job is to create something, build something, make something or bring something to the client. If they can’t do that themselves, the relationship will always be valuable.
“The biggest thing that I think about in all agency businesses right now, in both creative and media, is we are a people business, and great ideas come from great humans. It’s that simple.
“We should absolutely automate as much as we can to allow our people more time to think and to come up with new things, but if you automate everything to a baseline as a brand, then you’re no different to the brand that sits beside you.
“If you want to be different, you need humans and the big ideas, and that’s going to come from agencies,” said Hunt.
When asked if she thinks all media buying in the future will be done by machines, Hunt disagreed.
“As much as we can automate, we will, but I also think about how complex it’s all become. If you think about media buying in the very early days, you had out-of-home and newspapers, that was kind of where we started.
“Over the years, we’ve gotten a bit crazy with all the different mediums, like radio came, then TV and now the internet and everything else social media.
“Our jobs across all agencies are more complex than ever before because there are more media touchpoints, and technology coming into that. To automate some of that makes total sense. Why wouldn’t we uncomplicate some of the stuff that’s repetitive or the stuff that can be automated?
“But if you want to do something different, it’s going to come from humans and brains.”
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]