While earned media and real-time marketing is driving value and immediate results for brands, it is the longterm, enduring value to brands that needs to be in the forefront of media planning, says Rob Norman, Global Chief Digital Officer of GroupM, the media agency of WPP.
This conversation was taped at the Beet.TV executive retreat in Vieques, Puerto Rico, where Norman was a keynote speaker. He was interviewed on stage by Ashley Swartz, CEO of Furious Minds, a New York-based digital consultancy.
In this segment he speaks about “paid” versus “earned” media, adaptive marketing and the challenges around the effectiveness of viral ad campaigns.
