Palle Diederichsen, Head of EMEA MediaCom Beyond Advertising
What do you think has been the biggest development in 2015? From the point of view of MBA, the fact that content marketing seems to have made it onto the standard brief from clients has been hugely encouraging and something we feel is vital for all brands to do.
What has surprised you in 2015? A pleasant surprise has been how dominant MediaCom has been across new business and awards in 2015, with some great MBA campaigns leading the award success. It’s a big testament to our approach and positioning of the business as Content + Connections agency.
What most excites you about 2016? To see a further development
Tom Curtis, Head of MediaCom Beyond Advertising UK
What do you think has been the biggest development in 2015? Wasn’t 2015 officially the year of mobile? Or was that 5 years ago? Maybe 7? Whatever the case, in 2015, it was widely reported that mobile overtook desktop in a number of ways, from the number of mobile-only internet users to mobile versus desktop search.
And so, although an evolution, I see this as a bit of a tipping point in terms of what is to come. More vertical video? Perhaps. A greater focus on responsive design? Maybe. The recognition that things are going to rapidly change? Almost certainly. While much of the ad and marketing industries play catch up we mustn’t let mobile take our eye off the ball of future
What has surprised you in 2015? That the debate about what the hell content is has refused to go away. Every time someone definitively announces ‘Right, let’s stop this now – it’s this’, it just stirs up the ‘Yeah, except that it’s
For many different agencies and
So let’s stop the debate now. As far as MediaCom is concerned content is basically anything – including standard advertising. Oh, but ‘anything’ is a bit too loose right? In fact, isn’t content a rubbish word? Err…
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Content is a collection of data, an array of information and a bundle of details. As such content is flexible, it does not care on which platform it’s published or when it’s shared across social media and certainly content does not prefer one reader over the other.15th Mar 2017 Opinion
If you have Alexa, Amazon’s intelligent personal assistant, then you probably start your morning with a conversation with a chatbot. Because let’s admit it: chatbots are already everywhere. On the one hand, we love to hate them because they are, well, not human. On the other, we love to love them because they create an interactive and personalised experience. Brands have been quick to adopt this technology. Too many media companies lag behind experimenting in this field.16th Mar 2017 Insight News
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