How the Ad Industry Came to See Hispanic Marketing As a Growth Opportunity

When you consider the future of the ad industry, demographics are destiny. “Clients will have to be more diverse with the growth of the Hispanic population,” says Daisy Expósito-Ulla, CEO of d expósito & Partners, in an interview with Beet.TV. Expósito-Ulla helped put Hispanic advertising on the map as CEO of Y&R’s The Bravo Group, […]

 

How UniWorld’s Byron Lewis Learned the Value of Storytelling From Radio

A child of the Great Depression who grew up in Far Rockaway, Queens, avidly reading books and listening to radio, Byron Lewis got a sense from an early age that the media wasn’t geared toward African Americans. And that ultimately planted a seed that led him to start an agency. “I began to wonder why […]

 

Kay Koplovitz On How Satellites Drew Her to the Broadcast Business

Kay Koplovitz remembers specifically what drew her to the broadcast business: the thought of what satellites could make possible. The future founder of USA Network had a serendipitous moment as a college student while backpacking in Europe over the summer when she went to hear a lecture by Arthur C. Clarke, the author of “2001: […]

 

For Viral Hit Maker WestJet, Earned Media Is the Easy Part

The viral videos that Canadian airline WestJet has become adept at producing over the last few years are aimed at a somewhat atypical audience. “We’re not really telling stories to millennials like a lot of people,” says Corey Evans, WestJet’s manager for sponsorship, community investment and experiential marketing, in an interview with Beet.TV. “We’re looking […]

 

Quaker Canada’s Viral Video Hit Used Real Family For Authenticity

Coming up with the idea for a viral video is a bit like striking gold, and authenticity was thought to be a prerequisite by the creators of a campaign for Quaker Oats Canada. The brand produced a video called “The Recital,” which centered on a dad who agreed to take hip-hop dancing lessons with his daughter leading […]

 

One-to-One Communication At Scale Is Still in Early Days: Ogilvy’s Lazarus

Ogilvy & Mather’s Shelly Lazarus found her path to the ad industry by accident. She had accepted a ride from someone she knew from college to New York City, and that woman mentioned she was going to an advertising conference and asked Lazarus if she wanted to come. She went on a lark, though she had never […]

 

Brands Need to Lead From a Simple Human Insight: Leo Burnett’s Hassan

Brands today are clamoring for campaigns with viral potential, but it’s easier asked for than done from an agency perspective. “It takes a true human insight and finding the right way to marry a brand’s beliefs and values with current and social conversations,” says A.J. Hassan, VP-Creative Director at Leo Burnett, in an interview with Beet.TV. […]

 

Basic Human Drives That Guide Advertising Will Never Change: DDB’s Reinhard

Keith Reinhard got his first taste of the ad business from the tiny grocery store in northeast Indiana where his mother worked as a clerk when he was a boy. The store didn’t have room to post the promotional materials from the likes of Kraft, General Mills and Mars, so he took them home to […]

 

Video’s Impact Can Now Be Tied Directly to Sales, Not Just Branding, Eyeviews’ Harnevo

While video’s function in advertising has historically been for branding, it’s now possible to track its impact on sales. While television has been a kind of black box in terms of available insights into how a campaign has actually performed, “now digital closes the loop,” observes Oren Harnevo, CEO of Eyeview, a video ad platform, in […]

 

IPG’s Roth On How Traditional Agencies Need to Change to Stay Competitive

IPG’s chairman and CEO Michael Roth has worn several hats in his career. He was an accountant, a tax attorney and an insurance executive before he was tapped to lead one of the biggest ad holding companies in 2005. What’s unique about the ad business? “It has the best highs I’ve ever experienced in my business career […]

 

NBCUniversal Now Ramping Up Its Programmatic Video Sales Via Private Deals

NBCUniversal is ramping up its programmatic video sales via private deals, but it’s not selling video inventory on open exchanges. “It’s our most prized asset, “ says Aaron Radin, SVP-Partnerships and Portfolio Products at NBCUniversal, in an interview with Beet. TV. “It’s the core asset of the company from a media standpoint, and we want […]

 

Digital Content Must Be Consumer-Centric: Conceptbakery’s Dorfler

COLOGNE — According to one local ad exec, Germany’s business culture emphasizes efficiency and planning up front, which minimizes the risk of failing. It’s very different from the ethos of some U.S. companies, which tend to try out several ideas to see what sticks. However, while risky, that approach can lead to the discovery of […]

 

Programmatic Will Increasingly Be Tied to Content: Performics’s Kahn

COLOGNE — Consumer intent has become the most important variable for marketers to tap into, according to Michael Kahn, CEO of the Publicis-owned performance marketing agency Performics. “I believe that the marketing world has moved from a post-awareness world to one fully focused on consumer intent,” he says in an interview with Beet.TV recorded last […]

 

Native Video Is Fastest Growing Format in Mobile Advertising: Opera’s Yang

COLOGNE — Native video is the fastest growing format in mobile advertising today, according to Nikao Yang, SVP-Global Marketing and Business Development at AdColony, a unit of  Oslo’s Opera Mediaworks. “Publishers are looking for new innovative ways to monetize their content feeds,” he observes in an interview with Beet.TV recorded at DMEXCO last month. As a […]

 

60% of SMG’s EMEA Business Now Comes From Digital Content and Data

COLOGNE — Sixty percent of Starcom MediaVest’s business in the EMEA region now comes from digital content and data analytics, which is a fundamental shift from even five years ago, according to Iain Jacob, SMG’s EMEA president. “Fundamentally the agency model is changing, and if you’re not disrupting yourself, somebody else is going to disrupt […]

 

Morning Show “Bloomberg Go” Set to Launch in October

COLOGNE — Native ads have been called many things — “custom advertising” and “custom content” among them — but their value proposition boils down to one thing. “What we’re really talking about is developing great content or great stories,” says Paul Caine, Bloomberg’s global chief revenue and client partnerships officer, in an interview with Beet.TV […]

 

Havas Seeing Momentum Off Recent Six-Month Earnings Report

COLOGNE — Despite all the changes and uncertainty in the ad industry in the last decade, Havas CEO Yannick Bolloré observes that his company is seeing a great deal of momentum. “I think we have the combination of a good strategy … and the right people in the right place,” he says. Bolloré was interviewed […]

 

CMO and CTO Dynamic Are Predictor of Programmatic Success: SpotX’s Merwin

LONDON — The effectiveness of a company’s CMO and CTO at working together are a good predictor of the brand’s success at activating programmatic strategies, according to Alex Merwin, VP-Global Programmatic Demand at SpotX. “You see this shift within the C-suite where CMOs are really being tasked with much more than customer acquisition, retention and […]

 

GroupM’s Rob Norman on How App Usage Could Spell an End to Fragmentation

It’s an oft-cited trope in adland that media fragmentation is still on the rise, but GroupM’s Rob Norman believes there’s an end in sight because of the rise of apps.  This is the crux of his DMEXCO keynote address he will present this week in Cologne. Norman points out that more than 80 percent of […]

 

Media Agencies Should Craft a Tech Stack For Each Client: Maxus’s Pattison

As media agencies strive to become much more to clients than ad buyers, some are making technology consulting services an increasingly visible part of their offering. Maxus’s global CEO Lindsay Pattison observes that her agency is applying the same principles to technology solutions that it does to the traditional discipline of media buying, and it […]

 
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