Andy Greenaway Regional executive creative director, Saatchi & Saatchi
Is media losing its momentum as creative partners steal its limelight at major award shows like Cannes?
At Cannes, it's not just about media innovation any more. It's about media innovation combined with a great communication idea, which is where the agencies have an advantage over their media cousins. Both sides are starting to think about new and interesting media. But the agencies still hold the high ground when it comes to art, design and copy.
What will the blurring of the line between media and creative mean for the industry's future?
I think it was a mistake to separate media and creative in the first place. Quite often, a media solution won't match the communication solution. My prediction would be that the two will eventually come back together. Media companies are already setting up creative departments and agencies are hiring ex-media planners.
How can agencies effectively bridge the chasm between media and creative?
Some smart cookie, perhaps from an independent, is going to realise there is a lot of business to be won with an entirely integrated solution. It's what the clients crave. But just as separating out the media companies started a trend all those years ago, perhaps reuniting them will start a trend in the years to come.
Media is at a crossroads, with digital and integration changing its landscape. Are agencies tapping into this change creatively?
Agencies don't have a choice. It's the way of the future. You have to talk to consumers in the media they consume. Some agencies are finding it difficult to make the transition. But if they don't, they'll die.
Has the focus on volume buys resulted in the commoditisation of media?
Currently, yes. But as we look towards the future, push strategies will becomes less effective. Companies will have to look for new and intelligent approaches in a world where it's becoming easier and easier for consumers to block out advertising messages. And intelligent thinking is never a commodity.
Is it time to bring media back into the creative offer, or vice-versa?
I think it's already happening on both sides, albeit covertly and with a great deal of discretion so as not to upset the holding companies that created the divide in the first place.
Jon Chadwick Regional managing partner, MindShare Asia-Pacific
Is media losing its momentum as creative partners steal its limelight at major award shows like Cannes?
The Cannes Lions are 53 years old, while the media Lions are only seven years old. The award phenomenon is relatively new to the media agency, as our focus has been business growth. If anything, media agencies are gaining momentum when it comes to award shows.
What will the blurring of the line between media and creative mean for the industry's future?
The whole industry will move upstream. Strong agencies are investing in new services such as econometrics and entertainment that are gaining momentum with key clients. These services are further enhancing the product offer that is getting the media agency on the boardroom agenda.
How can agencies effectively bridge the chasm between media and creative?
Agencies need to embrace collaborative working disciplines. Grand Prix-winning clients like Unilever are having major success by instilling working disciplines that bring media and creative agencies together for the common good of the brand.
Media is at a crossroads, with digital and integration changing its landscape. Are agencies tapping into this change creatively?
During the first bubble, one fundamental error was the lack of integration between digital and other media. The latest generation of media planner is positioned to recommend 360-degree communication plans. And those recommendations are supported by experienced specialist units that can provide creative guidance and advice on activation opportunities.
Has the focus on volume buys resulted in the commoditisation of media?
Volume buys have ensured that our clients get the best pricing possible. They have also allowed us to streamline our structure to invest in functions that deploy traded savings in a more creative and engaging manner.
Is it time to bring media back into the creative offer, or vice-versa?
We are already experiencing integration of creative into the media offer. Leading media agencies now have entertainment divisions, interaction departments and adaptation services. Some leading creative agencies are employing channel strategists. This trend will continue, as brands, media and consumers further evolve.
