Day 1 is always a big day for a
number of reasons.
Firstly it is often the only time the
consultants have seen each other in a 12 month period and there is always a lot
to catch up on. For many of us we have made real friends as a result of
this Summit and it always good to see friends.
Secondly – on Day 1 we have a lot of
energy and spirits are high. This year is no exception – especially as we
are meeting with or hearing from all five of the marketing communications
holding companies.
But first today it was to MediaCom –
who impressed us with their business focus and “a shared belief that everything
is connected” with three excellent case studies – Gillette and body grooming in
Latin America, Nerf – a toy gun in Germany, and Coca Cola content development.
The big question with media agencies is where do they start and end as
increasingly our observation is that they are more and more involved in
content. MediaCom commented that they want to continue to collaborate and
assist with content development but that the role belongs to the creative
agencies. We will see.
Second up was Grey - who have
experienced a remarkable renaissance under the stewardship of Jim Heekin in the
past three years. A veteran of the industry, Heekin pulls no punches and has
surrounded himself with a brilliant team. They have focused on their
internal culture – a long neglected area within advertising agencies
traditionally – and the positive results are proving to be very worthwhile
regarding client business, creative effectiveness and profitability. We
wait for them to re open in Johannesburg and are assured that it will not be
long before this happens. Meantime they are chalking up successes in other
areas and countries and breaking new ground from a virtual perspective.
Shopper Marketing was the subject for
the afternoon and we met – three speed dates – with three separate companies.
The content of the presentations was rich and varied and proved to me that we
need to focus on helping our clients find suitable companies – not only
agencies – which will assist them with this vital part of the marketing
spectrum. Lots more to talk about here.
WE met with Maxus – media agency and
part of Group M in the late afternoon. Relative new comer in the media
space and the fastest growing media agency with significant global business but
a pride in the fact that they are a global network of local agencies. A
refreshing and uncomplicated approach to media and the courage to have two
global clients – S C Johnson and Barclays – attending the session and
describing what it is like to work with Maxus. It would be great to
have them open up in South Africa – plans are afoot.
Finally we met with Huge.
Creative digital agency, born in Brooklyn and now with offices in London and
Shanghai as well as six offices in US alone. Significant clients and part
of IPG they are an agency to watch.
And so to bed before another full day
tomorrow. Agenda below – we cannot be late for Sir Martin.
Tuesday 8 October
9.00 -10.15 am Sir Martin Sorrell on WPP (Video) (Breakfast)
Dominic Proctor, CEO, Group M Update
@ JWT, 466 Lexington Ave (46th St.)
10:45 - 1:45
pm
David Sable, CEO, Y&R Brands (Lunch)
3 Columbus Circle
2.00 - 3.00
pm
Consultants roundtable: Agency Compensation policies
Moderated by Gerry Preece
Y&R, 3 Columbus Circle
3.30 - 5.00 pm Matt Britton, Founder & CEO, MrY
11 West 19th St. (bet. Fifth & Sixth
Aves.)
6.00 pm
Daniel Morel, CEO, Wunderman
Museum of Art & Design
2 Columbus Circle, 7th Floor
Dinner hosted by Wunderman, same location
Twitter: #adforumsummit
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