At OMMA Hollywood, there were some interesting points made on the challenges facing agencies and how they need to rethink their solutions & models for consumers. Take a look:
Tim Hanlon, senior vice president-Ventures Group, at Publicis Groupe's Denuo said "Agencies should be de-siloing to make that TV expression both a branded and DR vehicle," whether it's a TiVo vehicle or a telescope unit, "a little TV with a DR component," adding: "Is that the direct marketing agency's responsibility or the brand agency's? I think it's both, so why do have two separate groups?" He further added "Consumers, especially younger ones, if they see something in any form of media, they're going to want to go further with it,"
Bant Breen, president, Interpublic Futures Marketing Group said ""It's a messy landscape today ... Digital media staff is working two and a half times longer and harder than the traditional media staff," he noted, citing thousands of media channels and different data feeds. "We need systems to coordinate that process. Truly personalized creative could be very, very exciting."
"The big part of what agencies do is to empower consumers to make a purchase decision, foster relationships, enable transactions and deliver information," added Sean Gold, senior vice president marketing, MySpace. "Traditionally, they've been great at delivering information, but the fostering relationships/enabling transactions needs to improve."