AUSTIN — The new media agency of the future needs a “white canvas mindset” says Bill Koenigsberg, President and CEO of Horizon Media, in this interview with Beet.TV. “With the way the world is changing so fast, each day you need to come in and paint a new picture. You have to keep painting to move the business forward,” he says.
In addition, agencies need to focus on inventing for the future and on hiring the right people for the new ways of marketing. “We are bringing in data analytics people, creative technologists, and behavioral scientists into our business. We are bringing in all kinds of new skill sets to navigate, paint, invent and create,” he says. Koenisberg also discusses the changes in creative needs and approaches, given the shifting dynamics in media, content, and storytelling.
He is the chairman of the 4A’s. Horizon is the largest privately-owned media agency in the world.
Bill Koenigsberg was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin. Our coverage is sponsored by Videology. Please find more coverage from the conference here.