Gail Chiasson, North American Editor
“The industry is in constant change,” Lori Hiltz, CEO, Havas Media, told the audience at the Digital Place-based Advertising Association’s Video Everywhere Summit in New York last Tuesday, (Nov 3/15).
“You have to think about neuroscience, physics, hardware, devices, gaming. And Millenials are controlling the conversation. Look at the changes. Amazon has opened a bookstore. A company decided to close on Black Friday. McDonald’s offers breakfast all day.
“This means agencies have to change. This means having the create activation versus insertion; storable content vs skippable; resonant vs redundant; applied technologies vs simply for technologies sake; and, most of all, memorable vs meaningless.”
In association with Rashad Tobaccowala, chief strategist at Publicis Groupe (see separate article), Hiltz was interviewed by ad columnist Stuart Elliott, Media Village, where she said that media has to be more creative on how to act and react with consumers.
“Content may be king but distribution is queen,” said Hiltz.
“Agencies are now a consortium of talents, an aggregation of thinking. They are hiring a diversification of talents. But we’ve lost our focus with advertisers and marketers. Advertisers are saying, “Why should I go to agencies when I can get something directly to solve my problems?””
Asked by François de Gaspé Beaubien, chairman of the DPAA Board and chairman and Chief Coaching Officer of Zoom Media, “What advice would you give media owners when told there’s no budget,” she said, ”Come to us with authentic ideas. Come with the visualization of what you are selling!”
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