Charles Courtier, CEO Global de MEC
For Charles Courtier, Global CEO at MEC is overwhelming to compare how media agencies are structured today and how they were 15 years ago. “Now we have strategy specialists; psychologists; data, technology and digital platforms experts, analysts, and they are much more numerous than planners and media buyers” Courtier said to PRODU during his recent visit to Miami. Now the real challenge is to understand the consumer and his relationship with brands and media, according to Courtier. “The changes are triggered by technology, but is crucial to find out the impact when consumers change the way they buy, how they research about what to buy, how they entertain. They are the engines and we are trying to aim our business to make our clients connect with these consumers in the best moment.” Regarding programmatic buying, Courtier foresees a huge increase. “It doesnt matter if you think that all media buying will be programmatic or not, undoubtedly it will increase enormously and will affect the way that we all buy media, including TV.” He recognizes that this trend has meant major changes in agencies operations and probably was a shift for which the industry was not prepared. “Without doubt our business is moving at mind-blowing speed” he concluded.
