CANNES, France — In a digital world, where transparency is the name of the game, brands can’t hide anymore. What works and doesn’t work is apparent every day, says Sasha Savic, CEO of MediaCom USA, during an interview with Beet.TV at Cannes. “We used to love our ideas. Now, it doesn’t matter if you like or love an idea. What really matters are the results on a daily basis,” he says.
Real-time marketing and digital venues are putting more data in the hands of marketers immediately, while consumers have more choice. “The proliferation of all these channels will bring the necessity to have much more content and open-ended content that gives the consumers the choice to [pick] the stories they want to see or hear from the brand,” says Savic, who is also a filmmaker.”That’s the next level of marketing.” But that kind of segmented targeting is not feasible for everyone. “You can talk to targeted audiences for 15 to 20 seconds, but how many brands will have the money to do that? That’s where algorithms will come into play.” He adds that most creative agencies are adopting an all-inclusive view of video across all screens. “You need to tell a story in a way that will travel across TV, mobile and digital platforms.”
We interviewed Savic at the MediaCom penthouse suite at the Martinez Hotel.
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