Video Highlights: 4A's Media Conference
LAS VEGAS (AdAge.com) -- Below are seven video excerpts from the proceedings of the American Association of Advertising Agencies' annual Media Conference and Trade Show here. More than 1,600 attendees -- a record high -- gathered in the Venetian Hotel for the three-day media-buying industry event. ALSO: Comment on the videos in the 'Your Opinion' box below.
Drawing a bead on "cultural critics and activist interest groups," 4A's Senior VP-Counsel Adonis Hoffman told the media conference that something "sinister" is going on as advertising agencies are routinely being blamed for "just about anything wrong in America today."
MICROSOFT'S MICH MATHEWS: '360 MARKETING TEAMS'
Microsoft has established a practice of creating "360" marketing teams that include members from every marketing service organization involved in any new campaign, said central marketing group VP Mich Mathews. The goal is to get everyone familiar with all details of an evolving strategy.
GROUP M'S MARC GOLDSTEIN: GIANT STEPS NEEDED IN DIVERSITY RECRUITMENT
Marc Goldstein, CEO of Group M North America and head of the 4A's media policy committee, told the media conference that "our industry's track record in attracting young, multicultural professionals to our ranks has been lacking and its high time we fixed the problem."
P&G'S JIM STENGEL: IT'S NOT ABOUT MEDIA MODELS
The new imperatives of large-scale marketing are no longer about new media models or new tools, said P&G global marketing chief Jim Stengel. They are about relationship building and trying to understand consumers rather than trying to control them.
AOL'S TED LEONSIS: DRAMATIC AD BUDGET SHIFTS
AOL Vice Chairman Ted Leonsis told the media conference that he doesn't agree with industry observers who predict marketer ad budgets will continue their gradual shift to the web. "I believe that what's going to start to happen is advertisers won't go from 3%, 5% or 10% increases, but that they will make radical changes."
MTV'S BRIAN GRADEN: REINVENTING MUSIC VIDEOS
Brian Graden, president-entertainment at MTV Networks Music Group, was, along with Steven Marrs of Branded Pictures, Simon Assaad of Heavy and Kim Williams of the NFL, a member of Future of Content Panel. He said MTV will soon have online tools that allow viewers to create sections of the music videos of top acts like Linkin Park.
E. MORRIS COMMUNICATIONS' GENE MORRIS: WE DON'T UNDERSTAND OTHER CULTURES
One of the things the advertising industry suffers from is an insufficient understanding of other cultures, said Gene Morris, founder of E. Morris Communications and a member of the "Diversity in Media" panel at the 4As Media Conference. He, along with Tapestry CEO Monica Gatsby and TV One CEO Johnathan Rodgers, discussed the multicultural market.