Mark Read, CEO global de Wunderman
In recent Dmexco (Digital Marketing Exposition and Conference) forums, big representatives of the advertising industry have gathered to reveal how they have changed their way of reaching audiences. In a gathering focused on digital audiences, Mark Read, Global CEO at Wunderman, put forward that “likes and retweets can get lost in the Internet, the challenge is to be truly relevant.” Babs Rangaiah, VP-global Media Innovation and Ventures at Unilever, said that “50% of viewing of TV shows happens on devices other than television; 90% of people multitask while watching TV and 75% of that happens during commercial airtime.” Chris Morgan, SVP, Global Sales and Account Management, Moat, added that “just because the ad was in view doesn’t mean anyone’s paid attention.” For Nick Reid, Managing Director at TubeMogul, the fact of “living in a disjointed world means that brands need to reach disjointed audiences.” Marc Pritchard, Global Brand Building Officer at P&G, ended expressing the notion that “the industry must resist thinking about digital in terms of tools, QR Codes, platforms, and all of the technology coming next. We try and see it for what it is, which is a tool for engaging people with fresh, creative campaigns.”
