Jenny Chan 陳詠欣
Jun 25, 2015

Cannes 2015: MediaCom COO on pitch mania, China's performance in Media Lions

CANNES - In a one-to-one video chat along the Croisette, MediaCom Worldwide COO Toby Jenner tries to clear the cloud over the current spate of global pitches and discusses what system orchestration means for clients.

wide player in 16:9 format. Used on article page for Campaign.

Key takeaways from Jenner:

  • The current 'pitch situation' in the US where Jenner is based now, is a once-in-a-lifetime, unique and unprecedented event. It won't be seen again in another 15 or even 20 years, he said. This will see a potential redistribution of US$25 billion of spending activity in one single market. Why? Though there is no single answer, as we previously reported, Jenner feels that technology plays a role in clients wanting to understand the best offer in that space. Tech companies being the new power broker between platforms and clients is not an either-or 'binary' threat for media agencies, because of their storytelling abilities.
  • The most successful companies in the world, like Uber, Airbnb and Facebook are utilising what Jenner calls system orchestration or network orchestration. Clients will see that it is not in their best commercial interests to be bringing things in-house. The investment, for one single discrete advertiser, that goes into producing and developing these platforms is not cost-effective.  
  • From a product perspective, it is a matter of time before we see effective work from China awarded in the Media category at Cannes Lions. Great work is done by great talent, but China has not got its talent right. Also, the type of work that wins at Cannes isn't the type of work that is bought and signed off by clients in China, he said.

See all of Campaign's round-the-clock festival coverage by our entire international team here: Campaign@Cannes 2015, and follow our own reporters on the ground on Twitter ----> @Byravee and @HayJennyC 

 
Topics

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
BMW appoints J. Walter Thompson to lead creative work in Japan
Premium
51 minutes ago

BMW appoints J. Walter Thompson to lead creative ...

BMW will work with J. Walter Thompson as its lead creative agency in the market from October.

Premium
Dentsu Media launches third DM Lab, in Vietnam
Premium
2 hours ago

Dentsu Media launches third DM Lab, in Vietnam

New Media Laboratory extends media agency’s network of ideas and technology incubation further into Southeast Asia.

Premium
Quick-fire takeaways from Spikes Asia 2016
Premium
2 hours ago

Quick-fire takeaways from Spikes Asia 2016

A running compilation of the most interesting bits from our team at Spikes Asia.

Premium
Live-streaming invades China
Premium
2 hours ago

Live-streaming invades China

A string of popular apps launched by cashed-up startups are creating an army of content-creating internet celebrities, but concerns over censorship and engagement levels present a challenge for brands trying to get in on the action.