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.”
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]