Media Mavens

Ten Lessons From 2010 Media Mavens

Honorees Share Wisdom at Annual Luncheon

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Bill Koenigsberg, a member of the 2010 Media Mavens.
Bill Koenigsberg, a member of the 2010 Media Mavens.

NEW YORK ( -- Ad Age honored its 2010 Media Mavens today at a luncheon of nearly 300 people. This year's honorees were a mixture of agency executives, marketers and media owners who, in one way or another, each touched upon the dynamic changes taking place in the landscape and the impacts those changes are having on their businesses.

Here's a sampling of 10 insights from this year's Mavens on everything from rebundling media and creative and upcoming buying trends to how to sell ads on all platforms and the biggest challenges facing marketers and agencies in 2011.

Stewart Atkinson, VP-global brand building purchases, Procter & Gamble Co., on media-buying trends: "It's more important to think less about spending and more about investing. I like to think about us getting away from the cool idea and spending and working more closely together on investments. Digital is a major area for us to invest in, as is developing content. But there's one investment I'd like to have all of you think about, because it becomes the source of all innovation for anything, and that's relationships. We're going to be investing more and more in purpose-inspired and idea-driven marketing in the future."

John Moore, chief media officer at Interpublic Group of Cos.' Mullen, on rebundling: "The best ideas emanate when creative and media are locked together at the beginning of the process. I know why unbundling happened and it made a lot of sense way back when. As a media guy I always felt like I was way back in the caboose. But can a standalone media company work together with a media agency as well as an agency under one roof? My personal opinion, I don't think so. I don't think it works the same when you have media and creative under one roof on one P&L driving towards the same place."

Bill Koenigsberg, CEO of Horizon Media, on the biggest media issue marketers and agencies will face in 2011: "It's about the environment. The consumer is living in a self-service ecosystem and they are getting media wherever and whenever they want. And we are in a motional environment and media has moved outside the home. There are also thousands of balls dropping from the sky from new technology, new media capabilities and new ways to engage consumers. So the biggest challenge we face is connecting all of those dots from a planning standpoint."

Colleen Fahey Rush, exec VP-strategic insights and research at MTV Networks, on challenges to building out a holistic view on how people are consuming media: "First we need to make a commitment to consumer research making it part of the strategy team and giving it a seat at the table. Research needs to be as upstream as possible so it can inspire development, ideas and strategy. Innovation research is also critical to driving towards a holistic view of a consumer. You can't use the tried and true methods of just surveys and focus groups."

Christopher Batty, formerly head of sales at Gawker Media, on gulf between time and money consumers spend on a site: "I see a tremendous inequality with regards to what publishers and audience aggregators have available to them in terms of publishing tool sets and what advertisers have available to them in terms of entertaining and engaging consumers. And whatever my next [job] is, the focus is going to be in this area."

Barbara Bloom, head of daytime programming at CBS Entertainment, on what audiences are demanding of their daytime content: "The first thing we have to do as content providers is to make sure we maintain the loyalty and connection consumers have to the shows they watch. We have to make sure we maintain what drives the audience back. On the other hand we have to straddle this new world, which engages new media, social platforms and new technologies and that makes our audiences want immediacy, instant gratification and the ability to engage in a dialogue with their shows. It's about finding that balance between connection, immediacy and gratification. The content doesn't exist without all the other platforms and platforms don't exist without the content, and what's exciting about the years ahead is how we build that and fulfill the needs of our audience. The demands aren't new, but it's a redefined world we are working in."

Brian McMahon, CEO of Interpublic's Orion Trading, on how the recession has impacted the barter sector: "If you look at the economy as a sine curve, in good times people make too much product and in bad times they don't have the ad spend. We run in the middle of that curve. The business is growing. The key is to make sure it's the right deal and that it works for the client."

Carrie Frolich, managing director of digital for North America at WPP's MEC, on trying to distinguish new technologies that have the opportunity to scale and those that are a flash in the pan: "We have different criteria and try to separate out a fad from something that has cultural significance. But every single day it comes down to confidence and, to a certain extent, you have a gut instinct about something, and on some level that instinct is driven by experience. So you have to be in it and play the game to find those diamonds in the rough."

David Levy, head of ad sales, distribution and sports at Turner Broadcasting System, on how TV networks and advertisers can sell and run advertising on all platforms: "It's about keeping the media ecosystem that's in place healthy. And in order for that to happen we are rallying around TV Everywhere. Consumers want content across multiple platforms and in order to provide that, the distributors want to be able to execute that; and in order to provide them that opportunity, we want to be able to monetize it across the three platforms."

Bryan Wiener, CEO of 360i, on developing an effective program for clients: "It's about how do we bring everything together for marketers and make sure we are coming up with programs that hit all of the consumer touch points, and allow them to be culturally relevant? We are focused on how do we develop those core ideas that serve and that focal point, and at the same time making sure we have the expertise to bring those ideas to life."

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