|
 MCN’s media agencies will be looking to integrate digital media more closely, following an intensive one-day seminar last week.
The media group now has a one-year plan to develop “communities” of digitally-focused planners and buyers within its agencies, to be able to talk sensibly to clients about the subject of digital media, which remains shrouded in the mists of incomprehension for many in the region, it seems.
The event saw McCann Worldgroup’s European digital media bigwig lead the seminar, and offer some sage advice.
“Getting digital right is just half the objective, the real acid test is to ensure that digital is naturally embedded in the overall offering of the agency,” said Cauvy, in a press release.
“From a creative and consumer insight perspective in the digital domain, the Middle East region is definitely at par with other regions, from what I have seen. The main issue is that digital is not a silo,” he added.
Tom Roychoudhury, chief innovations officer at MCN, and MD of Innovations, the group’s main digital creative agency, said in the release: “It’s about engaging the consumer, the target audience in a conversation that is digitally empowered, but it has to be integrated into the consumer lifestyle, and one cannot separate digital from mainstream in that context. This seminar is about how to understand that digital slice, it’s not about abandoning mainstream media.”
Aside from the odd Buzzword-Bingo-tastic phraseology paradigms (“full circle of media touch points” anyone?) it’s good to see agencies actually working to integrate digital within their existing management synergies (sorry...), rather than treat it as some exotic beast that needs to be kept in its own special enclosure, and let out twice a year to be fed.
AdNation, of course, fully supports the efforts of MCN’s very lovely media agencies, such as Universal Media, Magna, and Initiative, to do more with digital media.
While you’re all here, may we just say how absolutely splendid you’re all looking – and also draw your attention to the very splendid and worthwhile collection of digital advertising opportunities AdNation has available...
Yes, that’s right, we’re not proud. Sorry, did you have a point...?
|
