Ad Age was in San Francisco this week to cover the 4A's leadership and media conference, dubbed "Transformation 2010." And many of the execs who took the stage at the annual confab of the American Association of Advertising Agencies touched on all matter of transformation -- of media, of marketing and of the industry as a whole.
In these three video clips from the conference, we highlight part of the talks that hopefully shed light on some of the challenges ahead facing media companies and advertising agencies and the marketers that rely on them to reach consumers.
Kathy O'Brien, VP-general manager at Unilever, told MediaLink's Wenda Harris Millard that she hopes traditional advertising agencies "move past their reliance on the 30-second spot." She added: "We need to figure out the next way to talk to consumers." She puts that onus on marketers such as Unilever that also have been over-reliant on traditional advertising, saying that the creative agency "needs to lead us out of the rut of the 30-second spot." Commenting on the newest forms of communications, Ms. O'Brien likens social media to word-of-mouth "on steroids."
As for the ongoing changes to the media landscape, who better to discuss how to manage the upheavals than Comcast Chief Operating Officer Steve Burke, who talks about how to make a success of a massive media merger and why his cable compnay and NBC Universal are the right fit.
Finally, Nick Brien, president-CEO, Mediabrands and soon-to-be head of McCann Worldgroup, has one word for you: "partnerships." For him, the alliance/partnership is a "source of huge creative power to be unlocked." But he also has another word: "mobility." The man with media in his DNA is excited about mobile marketing, and "how much more transcational and more measurable" marketing will be, thanks to the growth of mobility.