His agency was the product of a merger between two others; now Carl Fremont wants the industry to keep thinking differently.

In this video interview, the president of the Wavemaker/Wunderman alliance urges advertisers and agencies to change their approach to meeting consumers’ expectation for a great experience.

“Every brand really needs to find out what’s the right experience for them and their customers and their consumers,” Fremont says. “So taking chances, taking risks today is what we need to do in digital video. We need to keep pressing the envelope on what it is.

“It would be a shame … if we took 30 seconds (ads) and just cut them down, and didn’t create the right brand, consumer experience.

“We need to think about them consecutively, so in a consecutive manner. And tie that into data and into insights, because that should be a continuous loop.”

Wavemaker was formed last year when WPP’s Maxus and MEC were tied in a new entity, a global media, content and technology agency with 8,500 people in 139 offices spanning 90 countries and handling $38 billion in client billings.

Wavemaker’s client list includes Colgate-Palmolive, L’Oreal and Paramount.

Fremont also works with the IAB to tackle the issues he is talking about. “We’re bringing up the right issues, but there’s more work to be done,” he says,

The interview was conducted at the IAB’s Video Symposium in New York this month.

This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP.  For more videos from the series, please visit this page