Star Group advertising sales and integrated marketing SVP Karen Davidson pointed out that clients are looking for better product integration opportunities, and to interact more with their audience, forcing broadcasters to become more sophisticated in how they tailor content.
Eight Partnership MD Chris Kyme (pictured) added that creative agencies must work harder. "There are boring TVCs that are being forced down people's throats." Isobar network director Barney Loehnis, however, reflected the panel consensus when he noted that "an iconic 30-second ad" is still a critical component of the marketing mix.
Initiative Hong Kong managing partner Chris Skinner added that clients continue to trust traditional media because of the comfort level. "It's very rare for them to try unusual methods," he said.
