Using Data Creatively: BPN’s CEO

LAS VEGAS – At CES, the amount of new technology giving consumers control – of content, of time – is ever-present and growing. “We don’t lament the control of the consumer too much,” says Rob Kabus, Global CEO of BPN. “We think that’s a great thing because it’s creating these amazing environments and moments and […]

 

How Media Agencies Will Be Forced To Change

CHICAGO — From clients who will take on the role of their own agencies to the need to reach out to YouTube stars – media agencies know they need to adapt, but how? In a panel convened by Beet.TV, several agency reps chewed over their tactics and visions. Havas Media Worldwide social marketing director Len […]

 

Video Ads Must Hit Viewers Early: BPN’s Hiland

CHICAGO — In the age of viewer impatience, creative agencies may no longer have the luxury of stringing marketing messages out over even something as short as 30 seconds, says a chief from IPG’s media planning and buying agency BPN. “You have to think about the first few seconds. We have to think about modularity of […]

 

Passion, Entertainment, Education Key To Brand Video: BPN’s Hiland

CHICAGO — What are the key ingredients to a making a video that works both as editorial and marketing? One big barbecue food maker mixed entertainment, education and a healthy dose of passion. IPG’s BPN chief strategy officer Chris Hiland tells Beet.TV in this recorded panel interview how his agency helped food client Hilshire appeal […]